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Always FreyDay

Friday, October 9, 2020
9
Oct

2020/10/09 - Effective Messaging For Your SMB

[NEW EPISODE] Effective Messaging For Your SMB

Many SMBs have great people, subject matter expertise, and plenty of stories to tell about their business experience, but are people getting the right message?

On the next Always FreyDay, we will be joined by Adam Cohen with Top Shelf Advertising, a Digital Marketing firm helping SMBs with their messaging, search engine optimization, and social media presence.

Join us on FreyDay for some weekend Insight, to make a Monday Impact.

Tune in for this pragmatic conversation at TalkRadio.nyc or watch the Facebook Livestream by clicking here.


Show Notes

Segment 1

Steven introduces the show as an SMB consultant and pays a tribute to the death of Eddie Van Halen.    Steve mentions his guest for later in the show, Adam Cohen with Top Shelf Advertising, a Digital Marketing firm helping SMBs with their messaging, search engine optimization, and social media presence.   Steven further discusses his love for storytelling and relating people in a story format.  He talks about how storytelling has changed in today’s climate and the different forums that are available today.  SMB’s should look into the best way to tell their story, whether it be plugging into processes that are already used today or re-invent new ways.  


Segment 2

Steven welcomes Adam and asks him how he is going to market in today’s world, using digital and media presence.  Adam further talks about how to use messaging across all platforms and how his company can help them tell their story across these different platforms.  They also dive into tracking results across all formats, campaigns, platforms, etc. and how Top Shelf Advertising can help with that.   They close this segment on SMS (text messaging) as a form of advertising and if that is working and where it works.  


Segment 3

They open this segment with Adam giving some stories and themes about what he is seeing in today’s environment, what’s working and what’s not, specifically in social media marketing.  Steven asks Adam more about engagement campaigning and how that works.  Adam then dives into conversion campaigns and the pros and cons.  Adam closes on talking about how companies can get more engagement and re-engagement and is something his company helps with.  


Segment 4

In the final segment Steven asks Adam what the big takeaway is in terms of advertising and digital advertising.  Adam talks about a look-alike feature on social media that can be used to an advantage.  They close discussing Adam’s favorite TV character, favorite movie, and favorite musician.   


Transcript

00:00:36.450 --> 00:00:46.680 Steven Frey (SMB Guy): All right. Hello there everyone, and happy Friday, thank god it's Friday as some would say, although it's always Friday with me. Stephen Fry your SMB guy.

00:00:47.010 --> 00:00:57.360 Steven Frey (SMB Guy): I see why am I, which is in case you missed it SMB stands for small and medium sized business. I've been an SMB advocate consultant enthusiast and owner for over 20 years now.

00:00:57.690 --> 00:01:04.440 Steven Frey (SMB Guy): In my travels one observation I have made is that some of the best thought leadership for SMEs happens on Friday.

00:01:04.770 --> 00:01:11.460 Steven Frey (SMB Guy): When we feel the freedom of the weekend upon us. However, we're so anxious to start the weekend that these crucial pearls of wisdom.

00:01:11.730 --> 00:01:17.400 Steven Frey (SMB Guy): Are very often overlooked and forgotten in favor of fun weekend activities and freedom from our work.

00:01:17.730 --> 00:01:27.210 Steven Frey (SMB Guy): On always Friday we take advantage of that weekend freedom and clarity to discuss popular topics on the minds of our SMB leaders and their trusted advisors.

00:01:27.510 --> 00:01:43.260 Steven Frey (SMB Guy): Coincidentally, my last name also means free in German, which is a fun fact for everyone. The name of the show is not just a play on words we do like a deeper meaning here. On that note, I am going to embrace the freedom of the weekend and slip my shades on for you guys.

00:01:45.030 --> 00:01:46.500 Steven Frey (SMB Guy): All right, much better.

00:01:47.520 --> 00:01:55.560 Steven Frey (SMB Guy): So before we get into the fun of this Friday I wanted to just pay some quick trivia. So, last two very important people in life, this week.

00:01:56.040 --> 00:02:01.140 Steven Frey (SMB Guy): One was my aunt Susie at the age of 71 so very sorry to see her go.

00:02:01.740 --> 00:02:08.280 Steven Frey (SMB Guy): She lived in Brooklyn. Her whole life and just had her funeral out in Jersey. The other day that was how I got her to move out to Jersey. I guess that was

00:02:08.490 --> 00:02:14.430 Steven Frey (SMB Guy): That was the ultimately the straw that broke the camel's back. So now I can visit her whenever I want, so very sorry to see her go.

00:02:15.090 --> 00:02:25.710 Steven Frey (SMB Guy): The other one was Mr. Eddie Van Halen at the age of 65, you know, big influence actually was one of the fun pictures I had on our show very early on the beginning so

00:02:25.950 --> 00:02:38.490 Steven Frey (SMB Guy): Mr Van Halen you know making so much music and enjoy for everyone, especially me throughout the years. I actually want to read a quick quote from him from Rolling Stone magazine in 1980 to get us kicked off this morning.

00:02:39.150 --> 00:02:48.360 Steven Frey (SMB Guy): He said, I don't know shit about scales or music theory. I don't want to be seen as the fastest guitar in town ready and willing to gunned down the competition.

00:02:48.900 --> 00:02:53.370 Steven Frey (SMB Guy): All I know is that rock and roll guitar, just like blues guitar should be melody.

00:02:54.000 --> 00:03:06.210 Steven Frey (SMB Guy): Speed and taste, but more important, it should have emotion. I just want to play. I just want my guitar playing to make people feel something happy, sad even horny.

00:03:07.050 --> 00:03:11.670 Steven Frey (SMB Guy): So on that fun note I thought those were some good words to get us going this morning because

00:03:12.000 --> 00:03:19.050 Steven Frey (SMB Guy): You know, a lot of what we're going to talk about today is related to storytelling. We were the message that I put out there for you guys is

00:03:19.590 --> 00:03:30.840 Steven Frey (SMB Guy): Effective messaging for your SMB, I also like to think of today's theme of the day as giving your SMB story a digital voice in the eyes of social media and digital marketing. So

00:03:31.170 --> 00:03:39.240 Steven Frey (SMB Guy): Basically, the best way to get to people's, you know, Frontline these days. So while we are on talk radio dot NYC. We don't want this to be just talk

00:03:39.510 --> 00:03:46.740 Steven Frey (SMB Guy): The goal here is to use some insight on the SMB landscape, you know, going into the freedom of the weekend so that we can really have

00:03:47.010 --> 00:03:58.140 Steven Frey (SMB Guy): A more impactful Monday, it's far too often these days where especially in 2020 where SMEs are focused on the product that is going to solve their problems, the shiny new mousetrap, if you will.

00:03:58.800 --> 00:04:04.950 Steven Frey (SMB Guy): In my travels the products change every single day and in every other facet of our lives, both personal and business.

00:04:05.340 --> 00:04:13.860 Steven Frey (SMB Guy): There is absolutely no substitute for surrounding yourself with the right people first and keeping focus on the process that is going to help you achieve your goal.

00:04:14.190 --> 00:04:22.620 Steven Frey (SMB Guy): As long as you do this, I believe the right products they will present themselves when they are needed by the SMB everything begins and ends with people.

00:04:23.190 --> 00:04:30.960 Steven Frey (SMB Guy): So, in the spirit of surrounding myself with the right people. We have a phenomenal show for you here today we're going to be speaking with

00:04:31.410 --> 00:04:43.350 Steven Frey (SMB Guy): Adam Cohen, the founder of top shelf advertising, which is a boutique advertising agency specializing in social media search engine optimization websites videos and digital sales metrics.

00:04:43.620 --> 00:04:49.740 Steven Frey (SMB Guy): For local businesses top shelf advertising has been in business for four and a half years in his free time.

00:04:50.010 --> 00:04:57.750 Steven Frey (SMB Guy): Adam does enjoy staying active with golf and hockey when possible. He's absolutely the most ideal person to discuss the theme of the day today.

00:04:58.470 --> 00:05:09.960 Steven Frey (SMB Guy): Most of his day is spent helping small and medium sized business owners tell their story in the digital media forums that are out there so that they can really get it in front of people's faces every small medium sized business has their story to tell.

00:05:10.320 --> 00:05:15.930 Steven Frey (SMB Guy): In addition to a quick bio and background on Adam, we will discuss my favorite three questions later on in the program.

00:05:16.350 --> 00:05:24.000 Steven Frey (SMB Guy): Who is your favorite movie or TV show character. What is your favorite movie or TV show. And what is your favorite musical instrument and the artists who plays it

00:05:24.330 --> 00:05:33.570 Steven Frey (SMB Guy): So we're going to be joined by Adam Cohen after we take our first commercial break. In the meantime, let's talk a little bit about the theme of the day so I can give you just my personal spin on it.

00:05:34.170 --> 00:05:40.830 Steven Frey (SMB Guy): So I personally love storytelling story. It's like there's there's everybody can identify with stories.

00:05:41.100 --> 00:05:50.520 Steven Frey (SMB Guy): It's really difficult. You know, for the subject matter experts that come on the show to really teach subject matter expertise and, you know, just a few short minutes or short hour

00:05:50.880 --> 00:05:56.580 Steven Frey (SMB Guy): You know, but the idea of really relating to people in story format has always resonated very deeply with me.

00:05:56.850 --> 00:06:03.810 Steven Frey (SMB Guy): And especially in the last couple of years with the idea of focusing a hell of a lot more on it's not what you say it's how you say it.

00:06:04.170 --> 00:06:13.470 Steven Frey (SMB Guy): There's a book I read a while back and actually a training associated with it called story based selling by Jeff Bloomfield fine gentleman from the state of Ohio.

00:06:13.740 --> 00:06:19.980 Steven Frey (SMB Guy): The training was great. The book is fantastic. I was just going to read a quick quote from you guys from the very beginning inside jacket.

00:06:20.610 --> 00:06:28.740 Steven Frey (SMB Guy): Citizen decide what's in a story. Alan Kay vice president of Walt Disney once said, Why was Solomon recognized as the wisest man in the world.

00:06:29.160 --> 00:06:37.950 Steven Frey (SMB Guy): Because he knew more stories and proverbs than anyone else scratched the surface in a typical boardroom. And we're all just caveman with briefcases

00:06:38.370 --> 00:06:44.190 Steven Frey (SMB Guy): Hungry for the wise person to tell us stories as a society we have lost the art of storytelling.

00:06:44.520 --> 00:06:54.960 Steven Frey (SMB Guy): We have instead bought into the transactional production line education myth that was born in the industrial age and persistent today's classrooms and training rooms across the country.

00:06:55.830 --> 00:07:05.430 Steven Frey (SMB Guy): It is time to reclaim what is rightfully ours. The story when we can begin to intentional eyes, our story selling tech to storytelling techniques.

00:07:05.760 --> 00:07:14.910 Steven Frey (SMB Guy): We begin to make deeper, more emotional and lasting connections with the people around us. When we can apply these techniques in our sales communications.

00:07:15.150 --> 00:07:21.450 Steven Frey (SMB Guy): We are able better able to tell our own story. Our company story and learn more about our customer story.

00:07:21.810 --> 00:07:29.130 Steven Frey (SMB Guy): I thought this was a good way to start today. And actually, he wrote on the inside jacket. When I met Jeff, you wrote, dude, what's your story go tell it.

00:07:29.880 --> 00:07:37.110 Steven Frey (SMB Guy): And I think this this whole concept is just great. Because, you know, a lot of times you know my experiences with small to medium sized businesses.

00:07:37.440 --> 00:07:42.990 Steven Frey (SMB Guy): You know, they all do have their story to tell. You ask a small and medium sized business owner. Tell me about your business.

00:07:43.410 --> 00:07:52.170 Steven Frey (SMB Guy): They can talk for hours and hours about it, you know, but sometimes you have to really drill it down into a succinct format so that what you say really has an impact.

00:07:52.770 --> 00:08:00.000 Steven Frey (SMB Guy): You know it's sometimes, it needs a little bit of guidance and training, especially today. Why don't you know a lot of the forums that people digest information.

00:08:00.270 --> 00:08:07.770 Steven Frey (SMB Guy): Is through the Internet and through social media and all that jazz. What we're going to talk about, you know, during the rest of our program today with Adam Cohen.

00:08:08.190 --> 00:08:16.290 Steven Frey (SMB Guy): There's an ancient Indian proverb that I came across years ago that says, Tell me a fact. And I'll learn, tell me a truth and i'll believe

00:08:16.770 --> 00:08:28.320 Steven Frey (SMB Guy): Tell me a story and it will live in my heart forever stories make impact, but especially now with coven going on. How do you even tell your story, these days.

00:08:28.770 --> 00:08:38.670 Steven Frey (SMB Guy): I'm somebody who loves the idea of, you know, meeting in person, shaking hands, giving hugs kissing babies having drinks, there's no substitute for that.

00:08:39.510 --> 00:08:45.060 Steven Frey (SMB Guy): However, that said, the fact that we all have, you know, these types of forums. Nowadays, where we can go on.

00:08:45.330 --> 00:08:55.890 Steven Frey (SMB Guy): You know, social media and share ideas where we can you know go on podcasts and share ideas where we can have websites for our businesses, you know, social media pages for our businesses.

00:08:56.130 --> 00:08:58.800 Steven Frey (SMB Guy): There's so many different ways to get the story out there and

00:08:59.100 --> 00:09:06.060 Steven Frey (SMB Guy): Frankly, a lot of the, you know, American consumer Republic, that's how they're digesting, a lot of the information and the stories that they see out there.

00:09:06.300 --> 00:09:14.130 Steven Frey (SMB Guy): Is through the social media platforms and through the Internet and through websites and really through everything related to on the web.

00:09:14.400 --> 00:09:25.290 Steven Frey (SMB Guy): So you know it's it's been more important now than ever to really, you know, not only get your get the story straight to really make an impact a succinct. You know digestible impact.

00:09:25.650 --> 00:09:33.840 Steven Frey (SMB Guy): But, you know, the idea of really being able to tell the story and a little bit of a different form than people have been used to over the years has has really never been more important.

00:09:34.320 --> 00:09:42.810 Steven Frey (SMB Guy): So, you know, the idea of, you know, really getting the story out there, you know, if you don't have a social media page devoted to your business.

00:09:43.080 --> 00:09:53.250 Steven Frey (SMB Guy): You know, start making one obviously it's very simple to make one, the idea that, you know, a lot of folks that are running businesses, you know, whether they're owners or management or even the actual employees.

00:09:53.640 --> 00:10:00.990 Steven Frey (SMB Guy): A lot of times they won't necessarily have the time, you know, to maintain you know pages like this and you know I myself I'm

00:10:01.230 --> 00:10:05.820 Steven Frey (SMB Guy): You know, find myself in that position, I don't have enough time and an average day of everything that I do.

00:10:06.180 --> 00:10:13.620 Steven Frey (SMB Guy): To really blast out your marketing initiatives and social media presence and all of that. But, you know, as, as people have heard me say before

00:10:14.070 --> 00:10:26.520 Steven Frey (SMB Guy): There's, there's two ways to really do anything in this life. Whether it's personal or business related is you can take your time, money, energy resources and reinvent the wheel. Your way so that it's your way.

00:10:27.360 --> 00:10:34.500 Steven Frey (SMB Guy): Or you can plug into something else out there that already works right and there's there's nothing wrong with either way. And neither

00:10:34.980 --> 00:10:38.820 Steven Frey (SMB Guy): Either way isn't necessarily the permanent long term solution either

00:10:39.120 --> 00:10:49.020 Steven Frey (SMB Guy): You know, one might be appropriate for a certain amount of time and then it might be more appropriate to change gears and do something else. The very typical, especially in the SMB landscape for that to happen.

00:10:49.500 --> 00:10:54.810 Steven Frey (SMB Guy): Especially when businesses are getting started out right. A lot of them feel the need to, you know, a lot of them have embraced their passion.

00:10:55.020 --> 00:11:04.560 Steven Frey (SMB Guy): They go into business for themselves. And then they start to feel the need to reinvent the wheel with administrative needs and marketing needs and sales needs and things like that.

00:11:05.040 --> 00:11:13.410 Steven Frey (SMB Guy): But it's a very often, they'd be better served just by plugging into existing systems that work out there that you know the vendors and service models and

00:11:13.620 --> 00:11:25.950 Steven Frey (SMB Guy): And all of that, that we run across, you know, they're really in business to do this on behalf of small and medium sized business owners all the time. Specifically, so the SMB can focus on their passion and continue to grow their revenues.

00:11:26.340 --> 00:11:32.190 Steven Frey (SMB Guy): So, you know, a lot of this comes down to really telling the best story possible and having it straight, straight in your head.

00:11:32.640 --> 00:11:39.480 Steven Frey (SMB Guy): So, you know, kind of like it said on the inside jacket with Jeff Bloomfield, you know, I'm big on people first. As you guys know,

00:11:39.780 --> 00:11:47.790 Steven Frey (SMB Guy): Process no substitute for a tie process and it will lead you to the end products, as Jeff Bloomfield, said the American public has been kind of indoctrinated with

00:11:48.030 --> 00:11:54.600 Steven Frey (SMB Guy): The industrial age thoughts of being focused on products of looking for the next magic wand to really solve their problems when really

00:11:55.260 --> 00:12:00.480 Steven Frey (SMB Guy): They just need to surround themselves with the right people, the right employees, the right management for the business owners.

00:12:00.810 --> 00:12:06.690 Steven Frey (SMB Guy): Also the right trusted advisors. Also, the right strategic partners to really get things going. Whether it's

00:12:06.900 --> 00:12:16.890 Steven Frey (SMB Guy): You know, if it's something that they want to plug into and so they don't have to reinvent the wheel. They have to really take some time and figure out who the right people are to partner with to facilitate that part of the business.

00:12:17.190 --> 00:12:21.300 Steven Frey (SMB Guy): So that's why I'm really excited to talk with Adam, you know, for the rest of the program because

00:12:21.540 --> 00:12:33.240 Steven Frey (SMB Guy): This is a lot of what he spends his day doing helping folks get their story straight and getting it out there in forums that are you know digestible for this time and place in 2020 everyone's at home, for the most part.

00:12:33.540 --> 00:12:39.450 Steven Frey (SMB Guy): Everyone's on social media. Everyone surfing surfing the web, looking like websites and you know pages out there.

00:12:39.990 --> 00:12:44.430 Steven Frey (SMB Guy): Discussion forums, people still listening to podcasts. I got for that love. Love you guys.

00:12:45.150 --> 00:12:58.230 Steven Frey (SMB Guy): But, you know, there's no substitute for having the story straight so that people can digest it in the different meetings that they're working in one thing that that Jeff Bloomfield said in his book that I also wanted to share one big takeaway that I had from the book.

00:12:59.550 --> 00:13:07.440 Steven Frey (SMB Guy): Is, you know, when you talk to talk to people audibly, which you know I love doing obviously here on always Friday, you talk to people audibly.

00:13:07.830 --> 00:13:13.410 Steven Frey (SMB Guy): They remember about 5% of what you tell them I found that to be a very interesting statistic.

00:13:14.070 --> 00:13:31.590 Steven Frey (SMB Guy): You start to add visual aids, which I do here sometimes as well. Even though some of you guys can't see it. If you're not watching live. But, uh, you add visual aids to tell your story people remember 25% of what you tell them, but when you can tell something in the guise of a story.

00:13:32.820 --> 00:13:42.270 Steven Frey (SMB Guy): That people can relate to in their everyday life. People remember 70% of what you tell them that when I took that away from the story based selling book. I was

00:13:42.720 --> 00:13:50.070 Steven Frey (SMB Guy): astonished by that. So again, good food for thought we're going to work on telling our story today. So again, besides

00:13:50.310 --> 00:13:57.420 Steven Frey (SMB Guy): I love being a master of communication. It's not what you say it's how you say it. I love meeting with people and telling stories in person, there's no substitute for it.

00:13:57.810 --> 00:14:02.430 Steven Frey (SMB Guy): But, you know, nowadays, not only is a kind of a need to have more than a than a want

00:14:02.850 --> 00:14:15.330 Steven Frey (SMB Guy): It's a you know with with the pandemic. It's become crucial more now than ever for SMEs to get their story straight and out there in on social media and on the web. We're going to take a short break. We'll be back with Adam Cohen, the founder of top shelf advertising. Stay with us.

00:16:28.470 --> 00:16:33.540 Steven Frey (SMB Guy): Alright everyone, welcome back to always Friday with me. Stephen Fry your SMB guy.

00:16:34.140 --> 00:16:44.610 Steven Frey (SMB Guy): We're gonna be talking here in just a moment with Adam Cohen, the founder of top shelf advertising. So talking about the theme of the day, you know, effective messaging for your SMB

00:16:45.060 --> 00:16:59.970 Steven Frey (SMB Guy): telling your SMB story, getting your SMB story a Digital Voice getting it out there for everybody. So this is the method part of our show where we talk about the science behind what you do and how you do it. So, Adam. Nice to have you here, my man.

00:17:00.990 --> 00:17:03.750 Adam Cohen (Top Shelf Advertising): Thank you, Steve. Thank you for having me here. It's nice to be here.

00:17:05.190 --> 00:17:11.280 Steven Frey (SMB Guy): Man. So, for me personally, this is a topic. I've been looking forward to discussing discussing, especially with you men.

00:17:11.580 --> 00:17:18.870 Steven Frey (SMB Guy): So, you know, I've always been, I've had my Facebook account from my personal world. I've had my LinkedIn account for my professional world.

00:17:19.170 --> 00:17:30.480 Steven Frey (SMB Guy): I've, you know, made Twitter and Instagram names along the way but I've never really done anything with them and now I'm you know first starting to try to get some strategy in place, because I'm doing my podcast and all of that.

00:17:31.710 --> 00:17:40.710 Steven Frey (SMB Guy): You haven't made my own YouTube channel. Yeah, I would love to do things like that. But, you know, talk to me about you know what you're seeing what you're doing out there these days like this is something that's obviously

00:17:41.040 --> 00:17:46.290 Steven Frey (SMB Guy): very relevant in my life, but a lot. I'd love to hear a little bit about how you're going to market these days.

00:17:47.130 --> 00:17:58.470 Adam Cohen (Top Shelf Advertising): Sure, yeah, it's more and more important in today's world to have a digital voice because in the times that we're in, given the limitations that there are due to the pandemic.

00:17:58.860 --> 00:18:04.770 Adam Cohen (Top Shelf Advertising): You know, people are going on your websites, people are going on your Facebook pages and it's

00:18:05.160 --> 00:18:14.490 Adam Cohen (Top Shelf Advertising): Very, very important to make sure that you have consistent messaging across the board on all of your channels to make sure that your marketing your businesses out there.

00:18:15.090 --> 00:18:22.080 Adam Cohen (Top Shelf Advertising): You really just need to, as you said before selling storytelling is really, really important. And it's even more so now because

00:18:22.980 --> 00:18:35.430 Adam Cohen (Top Shelf Advertising): You're not having those same opportunities that were as readily available as they were before. So these platforms have become a extremely important part of everything that we do.

00:18:36.870 --> 00:18:43.560 Steven Frey (SMB Guy): Yeah, there's no question about that, in fact, that you know even compared to some other traditional methods of advertising. You know, it's

00:18:44.280 --> 00:18:53.550 Steven Frey (SMB Guy): You would never find you. Otherwise, even if you didn't have a good social media presence. So it's, you know, again, there's I'm definitely one of those folks that's like there's no

00:18:53.940 --> 00:18:57.510 Steven Frey (SMB Guy): right way or wrong way to do something like this. Like every

00:18:58.110 --> 00:19:06.570 Steven Frey (SMB Guy): You know, advertising medium out there could be used to your advantage. But, you know, the social media and digital presence one definitely seems like by far and away the biggest one to do

00:19:06.960 --> 00:19:16.680 Steven Frey (SMB Guy): Talk to me a little bit about, you know, some of the unique business owners out there like like you know jack Jack's of many trades. Like I don't ever like to be jack of all trades, master of none but

00:19:17.010 --> 00:19:29.070 Steven Frey (SMB Guy): I do have a couple of different interests that I partake in out there, especially in the professional world. So how do you, how do you work with folks that are, you know, trying to communicate. You know, one overall message, but maybe in a couple of different forums.

00:19:29.400 --> 00:19:31.140 Adam Cohen (Top Shelf Advertising): Sure, yeah. The

00:19:32.400 --> 00:19:38.700 Adam Cohen (Top Shelf Advertising): Companies that I work with are primarily local businesses. So it's a mixture of small businesses medium sized businesses.

00:19:39.570 --> 00:19:47.460 Adam Cohen (Top Shelf Advertising): And these businesses they really need personal attention to make sure that their messaging is

00:19:48.000 --> 00:19:57.600 Adam Cohen (Top Shelf Advertising): being portrayed properly and the different ways that you can do that are through your website through Facebook THROUGH INSTAGRAM through LinkedIn through Twitter.

00:19:57.870 --> 00:20:02.100 Adam Cohen (Top Shelf Advertising): It all depends on the specific business and the relevant industry that you're in.

00:20:02.430 --> 00:20:12.870 Adam Cohen (Top Shelf Advertising): But we work side by side as an extension of their company in order to make sure that we learn their unique business puzzle and tell their story.

00:20:13.200 --> 00:20:26.610 Adam Cohen (Top Shelf Advertising): And then just really give more knowledge to the customers about what it is that your products or services are in order to get your message out there so that they can see if it's a good fit for them as well as a good fit for the business owner

00:20:28.230 --> 00:20:38.100 Adam Cohen (Top Shelf Advertising): So everything that we recommend whether you know people are finding you through your tablet through your mobile device through your desktop.

00:20:38.940 --> 00:20:50.370 Adam Cohen (Top Shelf Advertising): Those are the primary ways that people are contacting you nowadays. So we really try to make sure that we track as many metrics as possible in order to take the necessary steps to grow your business.

00:20:51.510 --> 00:20:56.940 Steven Frey (SMB Guy): Now I'm obviously I love science and data. So, you know, that stuff is always good to me.

00:20:57.450 --> 00:21:03.090 Steven Frey (SMB Guy): Obviously, it doesn't always tell the whole story. But, you know, I'd rather have more data points than not to help make

00:21:03.360 --> 00:21:11.220 Steven Frey (SMB Guy): Informed decisions. But one thing I see with some of that stuff is that sometimes I see people kind of reacting to quickly to it is just like, oh, it's one

00:21:11.430 --> 00:21:25.110 Steven Frey (SMB Guy): One day we got multiple hits from this area. So we're going to put all of our efforts into this area. How do you, how do you help mitigate some of that with some of the SMEs that you work with on, you know, helping them really diversify their social media portfolio, so to speak.

00:21:26.160 --> 00:21:33.780 Adam Cohen (Top Shelf Advertising): The different platforms, you need to track all of your efforts, whether it's digital, whether it's offline.

00:21:34.140 --> 00:21:45.060 Adam Cohen (Top Shelf Advertising): Whether its traditional media, any, any of your advertising efforts, you need to evaluate them all and see where your return on your investment is coming from. So with

00:21:45.480 --> 00:21:54.150 Adam Cohen (Top Shelf Advertising): All of the clients that I work with. We primarily make sure first that they have a website that really represents the brand accurately.

00:21:54.540 --> 00:22:00.960 Adam Cohen (Top Shelf Advertising): And we make sure that we get as much information from your website as possible because no matter what campaign, you're running

00:22:01.620 --> 00:22:16.890 Adam Cohen (Top Shelf Advertising): What type of format. We're always trying to drive people to the website in order to get more information in order to have the customers contact you and then from there it is something that I recommend to all business owners.

00:22:17.790 --> 00:22:24.060 Adam Cohen (Top Shelf Advertising): Is a tool called Google Analytics. It's a free tool. This tells you a wealth of information about

00:22:24.420 --> 00:22:35.580 Adam Cohen (Top Shelf Advertising): The types of visitors that you're getting it can tell you where they're located the ages the sources that they're finding your website, how long they're staying on your website.

00:22:35.880 --> 00:22:46.590 Adam Cohen (Top Shelf Advertising): There's tons and tons of data. It's a free tool we make sure that every single one of our clients are set up with that there are different types of platforms out there. But that's just the one that I prefer to use

00:22:47.670 --> 00:23:00.330 Adam Cohen (Top Shelf Advertising): And this really gives you a baseline for knowing where you stand. And where you can go and where you can grow because you can see how many leads or how much traffic or

00:23:00.870 --> 00:23:11.550 Adam Cohen (Top Shelf Advertising): How much volume. You're really getting from sources such as Google or Facebook or Instagram or LinkedIn, you can compare all these different avenues and see which one works the best for you.

00:23:12.930 --> 00:23:19.530 Steven Frey (SMB Guy): Yeah, no doubt. Absolutely. So when you're looking for, you know, to work with the new SMB client looking at a local business.

00:23:20.070 --> 00:23:29.640 Steven Frey (SMB Guy): You know, do you prefer to kind of take the reins and and manage you know this entire part of the process, or do you do a lot of times, look for SMEs that have

00:23:29.940 --> 00:23:36.090 Steven Frey (SMB Guy): You know somebody who kind of touches the marketing side of things, or maybe liaison with their sales and business development side.

00:23:36.420 --> 00:23:46.620 Steven Frey (SMB Guy): You know, do you, or try to do try to assume a lot of that you know responsibility on behalf of your clients, you know, tell me what like what the ideal situation is there for you as far as partnering up with the local business.

00:23:47.370 --> 00:23:54.900 Adam Cohen (Top Shelf Advertising): Well, the local businesses have really come across multiple spectrums, whether they have

00:23:55.440 --> 00:24:07.050 Adam Cohen (Top Shelf Advertising): No experience with their digital advertising or whether they have had a previous company working for them and they just weren't happy with their previous results or they thought that there were different things that they can improve on.

00:24:07.470 --> 00:24:17.610 Adam Cohen (Top Shelf Advertising): It's really something that, you know, we work with various levels of experience in the digital advertising and marketing space to really

00:24:18.120 --> 00:24:26.490 Adam Cohen (Top Shelf Advertising): Get a sense of how we can help their business grow and we do extra steps that a lot of companies may or may not provide

00:24:26.790 --> 00:24:33.420 Adam Cohen (Top Shelf Advertising): We make sure that we track how many calls. They're getting from their website we track how many emails. They're getting from their website.

00:24:33.600 --> 00:24:41.700 Adam Cohen (Top Shelf Advertising): We track how many texts, they're getting if they have the texting option, which a lot more companies are starting to implement and we combine all of these leads

00:24:42.210 --> 00:24:58.980 Adam Cohen (Top Shelf Advertising): And all of these increase to make sure that these inquiries are they turning into legitimate sales. Do you have a CRM software to track all of your customer base and keep record of the sales that are coming in and the leads that are

00:25:00.420 --> 00:25:11.340 Adam Cohen (Top Shelf Advertising): coming to your website. So after we really get a sense of their volume. We then implement other campaigns to pursue their growth.

00:25:13.110 --> 00:25:19.800 Steven Frey (SMB Guy): I know you bring up a great point with the with the texting side of things. I actually one of my cousins works for recruitment firm and they

00:25:20.040 --> 00:25:26.310 Steven Frey (SMB Guy): They've deployed a product and platform that does recruitment for small medium sized businesses via text.

00:25:26.760 --> 00:25:32.700 Steven Frey (SMB Guy): And you know it's interesting because I distinctly remember years ago you know SMS marketing and advertising was

00:25:32.940 --> 00:25:38.610 Steven Frey (SMB Guy): was prevalent and then it kind of tapered off in favor of some, you know, other types of advertising and marketing, you know,

00:25:39.000 --> 00:25:44.970 Steven Frey (SMB Guy): Very heavily on social media, obviously. But you know, it's funny, like now with all of the forums that we have on the Internet.

00:25:45.390 --> 00:25:57.540 Steven Frey (SMB Guy): A lot of especially being at home with the pandemic, you know, a lot of us are almost distracted by those forums to the point where SMS and text message marketing and engagement seems to almost be on an upswing again, does that. Does that resonate with you. Do you see the same

00:25:58.560 --> 00:26:12.570 Adam Cohen (Top Shelf Advertising): It depends on the industry every business has their own unique way that they receive their increase primarily a lot of the service related businesses. I see are having a high volume and phone calls still

00:26:13.620 --> 00:26:25.530 Adam Cohen (Top Shelf Advertising): Some people have more form submissions and text messages I kind of combine those together for the most part, because for whatever reason they feel more comfortable interacting online and

00:26:26.700 --> 00:26:36.660 Adam Cohen (Top Shelf Advertising): You know, it really depends on the industry. We work with a wide variety of industries, all different types of local businesses, whether you know that has to do with home improvement or

00:26:37.410 --> 00:26:48.750 Adam Cohen (Top Shelf Advertising): Medical Malpractice medical practices or different types of law firms and, you know, we work with lots of different organizations. So the methods of contact.

00:26:49.440 --> 00:26:58.020 Adam Cohen (Top Shelf Advertising): Are really split, but primarily the businesses that we work with are more service related businesses and they are primarily seeing more phone calls in volume.

00:26:59.430 --> 00:27:07.410 Steven Frey (SMB Guy): Now that that definitely resonates. And I'm somebody who does typically think of service before I think of technology and products so that definitely resonates with me.

00:27:07.710 --> 00:27:13.680 Steven Frey (SMB Guy): When you have a service model and a service business, you know, you do want somebody to kind of hand hold you and walk you through it.

00:27:14.040 --> 00:27:22.350 Steven Frey (SMB Guy): You know, but that's, you know, that doesn't change the fact that you know that doing something, you know, in on call on site short by voice. Absolutely.

00:27:22.590 --> 00:27:33.930 Steven Frey (SMB Guy): But then also, by text and even by chatbot these days like seeing a big uptick in chat bot. I personally never feel really all that engage when I'm looking at the chat bot thing. It's definitely seems like a nice to have. But, uh,

00:27:34.350 --> 00:27:43.980 Steven Frey (SMB Guy): You know, it's, there's, I can, I can definitely see where you're coming from the different types of businesses and the different forms. They would use to to engage you mentioned Home Improvement businesses, obviously.

00:27:44.940 --> 00:27:51.810 Steven Frey (SMB Guy): I've experienced this firsthand. I put in a patio and a fire pit and the sitting wall while we were here. I had an old deck that was falling down during the pandemic.

00:27:52.170 --> 00:28:00.630 Steven Frey (SMB Guy): But, you know, an industry that's flourishing right now but not necessarily one and you know that I've seen, and I'm, you know, you'd be a better resource than me.

00:28:00.990 --> 00:28:08.700 Steven Frey (SMB Guy): You're not one that I've seen that necessarily has resources and budget and efforts dedicated to to marketing and social media marketing.

00:28:09.120 --> 00:28:12.540 Steven Frey (SMB Guy): It's great to see you, having engagement with these folks. So, you know,

00:28:13.380 --> 00:28:21.360 Steven Frey (SMB Guy): Tell us real quick just about some of the, you know, we're going to get into some of your observations in the next segment and you know some of what you're seeing out there in the madness portion of things but

00:28:21.720 --> 00:28:32.370 Steven Frey (SMB Guy): I think that's a great niche. You know, you know, expand on that real quick before we take a commercial break. And we come back, and we'll talk a little bit about some of your travels about gearing things towards more labor intensive businesses.

00:28:32.580 --> 00:28:44.340 Adam Cohen (Top Shelf Advertising): Sure, yes, we provide social media management, which is really the organization of posting different content to your pages. And then we also do social media advertising campaigns.

00:28:44.640 --> 00:28:50.640 Adam Cohen (Top Shelf Advertising): Which offer different targeting options such as lookalike audiences and retargeting

00:28:51.030 --> 00:29:02.100 Adam Cohen (Top Shelf Advertising): And these are the types of campaigns that really tend to drive sales to drive traffic to your website, based on the specific targeting parameters geared towards your individual business but

00:29:02.610 --> 00:29:05.760 Adam Cohen (Top Shelf Advertising): You can schedule a lot of content in advance.

00:29:06.240 --> 00:29:14.490 Adam Cohen (Top Shelf Advertising): And really, you can showcase a lot of examples of your own work as a local business, we'll talk about this more in the next segment, but you really want to

00:29:14.730 --> 00:29:22.950 Adam Cohen (Top Shelf Advertising): Be an extension of your website when it comes to your social media pages. And if you show raw authentic content. Examples of your work.

00:29:24.360 --> 00:29:31.200 Adam Cohen (Top Shelf Advertising): That's really going to speak volumes, because it's in addition to everything that you can find on your website about the business.

00:29:32.040 --> 00:29:39.570 Steven Frey (SMB Guy): Yeah, absolutely. We're going to take a short commercial break. Everyone will be back shortly with Adam Cohen of top shelf advertising, you're on always Friday. Stay with us.

00:29:43.980 --> 00:29:44.190 And

00:32:04.530 --> 00:32:13.320 Steven Frey (SMB Guy): Alright everyone, we're back with always Friday Stephen Fry here. Your SMB guy talking with Adam Cohen, founder of top shelf advertising.

00:32:13.530 --> 00:32:22.020 Steven Frey (SMB Guy): We're going to dive a little bit into the madness of getting your SMB story out there with a Digital Voice creating your effective messaging getting it out there.

00:32:22.320 --> 00:32:27.000 Steven Frey (SMB Guy): In the digital world social media internet web pages, all of the above.

00:32:27.420 --> 00:32:35.610 Steven Frey (SMB Guy): This is more of the observation part of the show. Want to hear some stories from Adam your own your own things that you've seen out there in the field on a daily basis, these days.

00:32:36.120 --> 00:32:44.040 Steven Frey (SMB Guy): No story is too taboo here obviously but you know definitely want to see where people have been concentrating as of late, the top things that you're getting asked about

00:32:44.310 --> 00:32:50.610 Steven Frey (SMB Guy): You know what's working, what's not working. Let me brother, let's, let's talk a little bit about what you're seeing out there, common themes

00:32:50.970 --> 00:32:54.060 Adam Cohen (Top Shelf Advertising): Yes, we can dive into that in detail.

00:32:55.140 --> 00:33:09.840 Adam Cohen (Top Shelf Advertising): First, there are. We'll start with what's not working because there's a lot of misconceptions about social media and there should every business owner or anyone looking into social media marketing should understand a few things before going into it and

00:33:10.890 --> 00:33:19.080 Adam Cohen (Top Shelf Advertising): You'd be surprised how many small to medium sized business owners are just simply not tracking their efforts of their advertising results properly so

00:33:19.530 --> 00:33:28.860 Adam Cohen (Top Shelf Advertising): As mentioned before in my in the previous segment you know you need to make sure that you're tracking the activity on your website, you could use tools such as Google Analytics to do that for free.

00:33:29.370 --> 00:33:40.500 Adam Cohen (Top Shelf Advertising): It gives you a wealth of information, as well as tracking different social media platforms as well. There's different content calendars and software's for that as well. In addition to tracking your leads

00:33:41.100 --> 00:33:50.910 Adam Cohen (Top Shelf Advertising): Which include your calls your messages your form submissions your emails and your texting. So a lot of people think that

00:33:51.480 --> 00:34:00.780 Adam Cohen (Top Shelf Advertising): They're getting a lack of results, but it's really a lack of tracking results or not beginning the process properly. So, one thing I'd like to say is

00:34:01.170 --> 00:34:11.010 Adam Cohen (Top Shelf Advertising): It. We are now in the day and age where you no longer can just post content only and get results you can post and get some exposure.

00:34:11.340 --> 00:34:19.830 Adam Cohen (Top Shelf Advertising): But all of the clients that I work with are not simply getting results from a mere Facebook post or Instagram post it takes more than that, you have to

00:34:20.190 --> 00:34:32.190 Adam Cohen (Top Shelf Advertising): do multiple things in order to really grow your business. And in addition to that, there are misconceptions about, oh, this page has a lot of likes or a lot of followers

00:34:32.970 --> 00:34:39.720 Adam Cohen (Top Shelf Advertising): That primarily doesn't it can definitely help your social media presence but

00:34:40.320 --> 00:34:50.730 Adam Cohen (Top Shelf Advertising): It's not the end all be all in terms of sales. I have plenty of clients who did not want to focus on a large more broad audience. They want it to be very specific and small and targeted.

00:34:51.060 --> 00:35:03.870 Adam Cohen (Top Shelf Advertising): So they still get a lot of business, even though their audience is smaller. There are different ways you can go about it, you can grow audiences to really large sizes of thousands, if not hundreds of thousands of people

00:35:05.250 --> 00:35:12.480 Adam Cohen (Top Shelf Advertising): And there's different ways you can go about doing that. So one way that I just want to type a kind of talk about

00:35:13.320 --> 00:35:25.290 Adam Cohen (Top Shelf Advertising): For Facebook, for example, Facebook is the most popular social media platform. It's really pioneered the industry that's primarily where more than half of business owners get majority of their social media sales.

00:35:26.190 --> 00:35:34.170 Adam Cohen (Top Shelf Advertising): Boost posting is something that is very, very easy for you to do, but it's not necessarily the best method.

00:35:34.830 --> 00:35:44.550 Adam Cohen (Top Shelf Advertising): To get results from Facebook. So, to me, it actually applies to be a little more madness in the sense that if you learn how much

00:35:45.450 --> 00:35:53.970 Adam Cohen (Top Shelf Advertising): Other capabilities. There are within the social media platforms. There are a lot better options besides boost posting, you can run

00:35:54.300 --> 00:36:04.470 Adam Cohen (Top Shelf Advertising): Conversion campaigns, you can run traffic and retargeting campaigns, you can run engagement campaigns which are all more detailed and more targeted than a boost post

00:36:05.820 --> 00:36:12.810 Steven Frey (SMB Guy): Now that's that's great stuff. I heard a recurring theme over and over again in there of it's about people in process before product right

00:36:13.230 --> 00:36:14.520 Adam Cohen (Top Shelf Advertising): Yes, definitely.

00:36:14.850 --> 00:36:20.760 Steven Frey (SMB Guy): Yes. So when you talk about engagement campaigns. That's something that also hits home with me as you could tell I have a decent sized family.

00:36:21.420 --> 00:36:29.880 Steven Frey (SMB Guy): One of my cousins is a works for a company that is a content engagement and company, you know, there's, it's his is called out brain. There's outbreak tabula and

00:36:30.150 --> 00:36:39.240 Steven Frey (SMB Guy): You know they've had merger talks and all that, as of late, but you know how effective is that for an SMB to really getting, you know, to get under their belt because

00:36:39.480 --> 00:36:50.160 Steven Frey (SMB Guy): And you know, I definitely see him in his travels working with major brand name organizations and publicly traded companies, but how can the SMEs out there, use some of that madness to their advantage.

00:36:51.090 --> 00:36:57.180 Adam Cohen (Top Shelf Advertising): So the small business owners dependent upon the specific business that you have

00:36:58.200 --> 00:37:14.070 Adam Cohen (Top Shelf Advertising): If you want to run an engagement came campaign, for example, excuse me, an engagement campaign is really just used to get additional exposure about a certain message that you may have. So for example, you can have a campaign that

00:37:14.760 --> 00:37:20.940 Adam Cohen (Top Shelf Advertising): Is trying to highlight. Maybe you did a Facebook or Instagram post about

00:37:21.960 --> 00:37:36.480 Adam Cohen (Top Shelf Advertising): Hiring a new employee or getting a new office or a new location or maybe the fact that you're reopening due to less restrictions in the pandemic, you know, if you're really just trying to get additional exposure and get a lot of likes, comments and shares

00:37:36.900 --> 00:37:43.620 Adam Cohen (Top Shelf Advertising): Then that's what an engagement campaign is for. If you have a special sale or incentive. I do have a client.

00:37:44.250 --> 00:37:56.160 Adam Cohen (Top Shelf Advertising): That had a short term sale and, you know, they were able to get a return on their investment because they were able to just get additional exposure about that sale in a short period of time.

00:37:56.490 --> 00:38:09.870 Adam Cohen (Top Shelf Advertising): They were able to sell. They were a plumbing company, they were able to sell about four or five water heaters in two days and their investment was not a large investment in you know water heaters roughly cost.

00:38:10.440 --> 00:38:19.980 Adam Cohen (Top Shelf Advertising): You know 1500 bucks or somewhere in that 1000 1500 Something in that range. And you know that more than paid for their advertising on an engagement campaign.

00:38:21.090 --> 00:38:22.380 Adam Cohen (Top Shelf Advertising): In addition to that,

00:38:23.550 --> 00:38:24.600 Adam Cohen (Top Shelf Advertising): There are

00:38:26.460 --> 00:38:44.040 Adam Cohen (Top Shelf Advertising): Conversion campaigns and everybody says, why wouldn't I just always do a conversion campaign conversion campaigns are interesting because you need to actually tell the different social media platforms. What a conversion is considered because naturally the

00:38:45.270 --> 00:38:50.580 Adam Cohen (Top Shelf Advertising): Platforms do not know. Oh, if you push this button. This is a sale or

00:38:50.970 --> 00:39:06.480 Adam Cohen (Top Shelf Advertising): Is it just a lead or they don't know the difference. So there's a lot of back end work that goes into setting up what's called your pixel, whether that's for Facebook or LinkedIn or Instagram or whatever platform or even Google pixels, you know, whatever platform you choose.

00:39:07.530 --> 00:39:14.760 Adam Cohen (Top Shelf Advertising): The process is relatively the same. And if you use that pixel to say, Okay, if you click on this button and somebody clicks the form

00:39:15.060 --> 00:39:23.190 Adam Cohen (Top Shelf Advertising): And lands on this page that's considered a lead, then you can basically build up the category of lead or the category of contacts.

00:39:24.000 --> 00:39:40.470 Adam Cohen (Top Shelf Advertising): But sometimes you may need to use an external software such as a call tracking software because usually phone calls are made offline and there's no metric to actually track that. So it's really using a combination of different things to make sure that all of your tracking is consistent

00:39:41.490 --> 00:39:47.550 Steven Frey (SMB Guy): Yeah. Well, unfortunately, I'm definitely familiar with the cost of a new water heater. So thank you for bringing up that pain in my life.

00:39:48.540 --> 00:39:57.630 Steven Frey (SMB Guy): But yeah, but it's very cool like you know the if you like this, then you may also like this type of you know engagement campaigns that you see at the bottom of most pages, it's

00:39:57.930 --> 00:40:08.550 Steven Frey (SMB Guy): You know, I think most people out there, realize that that's not just random by accident. Yeah, tripping across something there. There is some method behind the madness of directing the traffic to a particular place.

00:40:08.910 --> 00:40:17.790 Steven Frey (SMB Guy): You know the conversion rate conversion engagement is definitely an interesting one. It's, you know, as somebody who's worked in, you know, in the guise of sales for a really long time. It's

00:40:18.150 --> 00:40:27.180 Steven Frey (SMB Guy): A lot of people will consider sales and necessary evil, but a lot of it is, you know, has to do with learning the culture of the business and learning the people and learning the process and then

00:40:27.390 --> 00:40:30.690 Steven Frey (SMB Guy): You know, really finding the right solution to fit the bill for everything.

00:40:31.110 --> 00:40:36.930 Steven Frey (SMB Guy): You know any of the conversion campaigns that you've run like that. That one was a good example like of the water heaters and

00:40:37.200 --> 00:40:46.620 Steven Frey (SMB Guy): You know, time. So a whole bunch of them went down at once, and presumably you know for electricians doing generators AFTER THE BIG BLACKOUT that happened a couple, couple weeks ago in the northeast.

00:40:47.100 --> 00:40:50.190 Steven Frey (SMB Guy): Month ago, whatever it was, you know, that's, that's all like good stuff.

00:40:50.520 --> 00:40:59.970 Steven Frey (SMB Guy): You know for some of the more you know service oriented businesses, some of the gray blue collar stuff labor intensive things. I totally see where it would be really useful.

00:41:00.330 --> 00:41:09.540 Steven Frey (SMB Guy): You know how it seems like it would be a little bit more difficult for you know certain certainly a professional services businesses and all that to really capitalize on the conversion campaigns.

00:41:09.900 --> 00:41:20.100 Steven Frey (SMB Guy): Talk. Talk to me a little bit about that. Is there, is there a way you know strategy that you know folks in that arm of the world can really deployed, you know, alongside of somebody would like you with your partnership to

00:41:20.400 --> 00:41:24.090 Steven Frey (SMB Guy): You know, to really get some get some things on the board. You know that way.

00:41:24.750 --> 00:41:33.060 Adam Cohen (Top Shelf Advertising): Yes, there are. And it takes a step back towards the actual messaging and creative within the campaign but

00:41:34.170 --> 00:41:43.140 Adam Cohen (Top Shelf Advertising): All of my clients, regardless of industry, whether they are service related or whether they are informational versus e commerce and we can talk about that more in the next segment.

00:41:44.250 --> 00:41:52.140 Adam Cohen (Top Shelf Advertising): They need to tell more of a story about their business and the best way to do that digitally is through high quality video content.

00:41:52.560 --> 00:42:00.690 Adam Cohen (Top Shelf Advertising): And that is something that you really just need to sell the correct message to your potential customers and then additionally,

00:42:01.050 --> 00:42:17.310 Adam Cohen (Top Shelf Advertising): Those people who may leave the first time and they may be interested but they may not be ready to buy initially they may also then come back a second time, and you need to reengage them with new messaging to kind of re encourage them that now is the right time to move forward.

00:42:17.940 --> 00:42:28.110 Steven Frey (SMB Guy): Yeah, I love that. No, doesn't mean no, it means not right now so I definitely stand by that as many of my sales and business development strategist brethren do as well.

00:42:29.340 --> 00:42:36.360 Steven Frey (SMB Guy): You know that's that's great if you guys can deploy, you know, ways to not only convert business, but if it's not converted the first time around.

00:42:36.630 --> 00:42:46.740 Steven Frey (SMB Guy): You know, keep track of said consumer and their interests and, you know, kind of redeploy at a time. That might be more appropriate. I think there's a lot of great method behind that madness. It's great story to tell.

00:42:49.830 --> 00:42:50.820 Adam Cohen (Top Shelf Advertising): Yes, it's definitely

00:42:51.420 --> 00:43:02.250 Steven Frey (SMB Guy): This is great. This is great stuff. Adam Right. Any other madness that you want to that you want to throw out there to the universe. Before we take a short break and come back with some nice messaging for people to take away from today. Yes.

00:43:02.310 --> 00:43:08.820 Adam Cohen (Top Shelf Advertising): And just one other thing to add before we go to break, is that when it comes to the type of content you're producing

00:43:09.210 --> 00:43:20.610 Adam Cohen (Top Shelf Advertising): On your different social media platforms. It's important whether you are doing images or video to make sure that you have high quality images or videos with examples of your work.

00:43:21.270 --> 00:43:31.560 Adam Cohen (Top Shelf Advertising): You may notice some clients have things such as video testimonials. That's something that I actually have on my website of different customers that I've worked with where they get a chance to tell their stories.

00:43:31.800 --> 00:43:37.290 Adam Cohen (Top Shelf Advertising): And that's something that can be applied to any industry. If you have customers that are satisfied with the work that they're giving you

00:43:37.590 --> 00:43:51.750 Adam Cohen (Top Shelf Advertising): It will really speak volumes about why people should be comfortable doing business with you and regardless of industry people like to hear people saying that they have had a great experience with your work.

00:43:52.620 --> 00:44:05.100 Adam Cohen (Top Shelf Advertising): And obviously, it's if they know somebody that is giving you that endorsement. It will also speak a high volume and make them more encouraged to give that purchase ago

00:44:05.610 --> 00:44:10.500 Steven Frey (SMB Guy): Yeah, absolutely. They have to like you, they have to trust you. They have to think that you know what you're talking about. But

00:44:10.860 --> 00:44:20.070 Steven Frey (SMB Guy): Yeah, if it's done by a third party perspective endorsement. I think that's great. We're gonna take a short break. We'll be back with Adam Colonna top shelf advertising, just a few minutes they will us

00:46:38.970 --> 00:46:43.050 Steven Frey (SMB Guy): Alright, welcome back to always Friday with Stephen Fry your SMB guy.

00:46:43.350 --> 00:46:50.160 Steven Frey (SMB Guy): Where we talk about all things small to medium sized business SMB, if you guys like hearing about SMB related topics.

00:46:50.400 --> 00:47:00.900 Steven Frey (SMB Guy): Stay tuned on talk radio dot NYC at 12 O'clock for Jeremiah Fox and the entrepreneurial web definitely embodying the entrepreneurial spirit often catering to small and medium sized businesses as well.

00:47:01.200 --> 00:47:10.440 Steven Frey (SMB Guy): We're here today talking with Adam Cohen, founder of top shelf advertising about giving your SMB story a Digital Voice getting that right message out there.

00:47:10.710 --> 00:47:15.420 Steven Frey (SMB Guy): And while we're on the topic of message. That's what I like to do. Towards the end of our show here is

00:47:15.660 --> 00:47:27.240 Steven Frey (SMB Guy): You know, again, we want to, you know, take the weekend insights and make a Monday impact. So you know what what should everybody take away from this, what can everybody out there do Monday along the lines of this topic, Adam.

00:47:27.570 --> 00:47:32.970 Steven Frey (SMB Guy): That will really help their end game. Lay it on me. What do you think is the big takeaway here today.

00:47:34.080 --> 00:47:43.740 Adam Cohen (Top Shelf Advertising): So the big takeaway is that right now is more and more important than ever to really take a look at your digital online presence.

00:47:44.430 --> 00:47:52.050 Adam Cohen (Top Shelf Advertising): Take a look at your website. Take a look at your social media pages and figure out exactly what am I doing well and what can I improve on and

00:47:52.500 --> 00:48:04.440 Adam Cohen (Top Shelf Advertising): every business has their own unique puzzle. But you need to figure out. Am I more of a product based business versus a service business and is my website geared towards that specific initiative.

00:48:04.740 --> 00:48:15.900 Adam Cohen (Top Shelf Advertising): So that could mean that your business is an e commerce business where you're selling certain products and there's not as much content needed. It's more visual with pricing and different

00:48:16.830 --> 00:48:29.670 Adam Cohen (Top Shelf Advertising): skews of the products available or it could be an informational business where somebody does need a lot of in depth content to really give themselves a vision of what they could utilize with your services in their given situation.

00:48:30.060 --> 00:48:41.640 Adam Cohen (Top Shelf Advertising): And you need to think if I'm going to invest in digital advertising what method is the method for me is it search engine optimization, where we're really giving the rankings in Google or

00:48:41.970 --> 00:48:50.160 Adam Cohen (Top Shelf Advertising): Bing and Yahoo or is it social media where you're doing Facebook, Instagram, LinkedIn, any of those platforms and more

00:48:51.150 --> 00:48:57.480 Adam Cohen (Top Shelf Advertising): And one thing to always consider is that if you are choosing between the two.

00:48:58.170 --> 00:49:06.780 Adam Cohen (Top Shelf Advertising): The biggest difference between social media and search engine optimization is social media, you are creating the demand that of

00:49:07.110 --> 00:49:17.520 Adam Cohen (Top Shelf Advertising): Somebody who was initially on social media for personal reasons and you're sending gauging that audience by showcasing your business and reasons why they should

00:49:17.910 --> 00:49:22.530 Adam Cohen (Top Shelf Advertising): Look at your content in addition to whatever they were on there, initially for

00:49:23.160 --> 00:49:33.810 Adam Cohen (Top Shelf Advertising): Search engine optimization is really just relying on the demand of people going in and typing in what it is that you offer so primarily during these times, I have been seeing

00:49:34.530 --> 00:49:42.660 Adam Cohen (Top Shelf Advertising): A significant amount of success with social media marketing as opposed to search engine optimization, which in the month of

00:49:43.170 --> 00:50:00.090 Adam Cohen (Top Shelf Advertising): March and April 2020 you know those months had really, really low demand so given those times where, not a lot was happening. Some businesses survived on their social media presence alone because that was really creating the demand as opposed to people.

00:50:01.830 --> 00:50:04.560 Adam Cohen (Top Shelf Advertising): typing it in and relying on the demand and

00:50:05.250 --> 00:50:13.800 Adam Cohen (Top Shelf Advertising): Something you could do is you could say to yourself as a business owner. Do I know how many hits. I'm getting on my website. Do I know how people are finding me, do I know

00:50:14.070 --> 00:50:30.390 Adam Cohen (Top Shelf Advertising): How many phone calls, emails, or text messages my website produces for me. And then at that point you can then ask yourself is, am I getting a return on my investment and is this a way that I can utilize these platforms to make my business grow.

00:50:32.160 --> 00:50:40.410 Steven Frey (SMB Guy): Yeah, absolutely. I love my alliteration of people process first and then product, but I also like your take on things you mentioned it earlier of

00:50:41.070 --> 00:50:42.990 Steven Frey (SMB Guy): Each business is a unique puzzle.

00:50:43.530 --> 00:50:52.290 Steven Frey (SMB Guy): And I totally wholeheartedly agree with that and the puzzle pieces. It's almost like they fit together a different way to make a different picture. Every time for each different business.

00:50:52.590 --> 00:51:04.380 Steven Frey (SMB Guy): You know, give me a quick closing thought on that, like, you know, just as far as looking at each each business, even if it's the same industry, it's going to be a different puzzle with a different picture. Like, at least that's the way I see it, right.

00:51:04.860 --> 00:51:19.410 Adam Cohen (Top Shelf Advertising): COURSE. OF COURSE YOU EVEN IF I was working with a company that was the exact same industry their messaging might be different because of their businesses story because of the products that they offer. And because of their initiatives that they may have

00:51:20.730 --> 00:51:30.240 Adam Cohen (Top Shelf Advertising): It really is unique to that individual company and what they're really trying to accomplish in terms of the business that they're getting

00:51:31.230 --> 00:51:39.030 Adam Cohen (Top Shelf Advertising): You can actually do things such as create what's called a look alike audience. Those are one of the most useful tools and social media where

00:51:39.510 --> 00:51:47.760 Adam Cohen (Top Shelf Advertising): You know, you may or may not save a customer list with customer emails and things like that. And you can basically plug that in.

00:51:48.360 --> 00:51:57.000 Adam Cohen (Top Shelf Advertising): To the social media platform of your choice, and they will find people who look alike, the emails that you're providing them and

00:51:57.270 --> 00:52:07.920 Adam Cohen (Top Shelf Advertising): You're in theory going to expose yourself to more people. Similar to the customers that you already have to continue to grow your business to other similar leads going forward.

00:52:09.210 --> 00:52:19.530 Steven Frey (SMB Guy): Absolutely. Adam, this is great stuff before we close out our show here today. I do want to have some fun with you and with the rest of the folks listening. So the big three questions.

00:52:19.800 --> 00:52:28.530 Steven Frey (SMB Guy): That I asked Adam early on. Who was your favorite movie, TV show character. What's your favorite movie, TV show. And what's your favorite musical instrument and the artists who plays it

00:52:29.400 --> 00:52:37.050 Steven Frey (SMB Guy): First and foremost, favorite TV show character is none other than Peter Griffin from Family Guy. One of my favorites as well.

00:52:37.320 --> 00:52:43.530 Steven Frey (SMB Guy): I always like to try to put my guests faces on the on the answers body for any of those folks who are looking visually.

00:52:43.770 --> 00:52:50.250 Steven Frey (SMB Guy): It's always tough to do with the two dimensional cartoons that's out there. So always little challenge for me. However, if you remember correctly.

00:52:50.430 --> 00:52:57.930 Steven Frey (SMB Guy): There was a Family Guy episode where they did show Peter as a three dimensional character. So I was able to get a little bit of Adams face on there so

00:52:58.230 --> 00:53:05.790 Steven Frey (SMB Guy): You know Adam is Peter Griffin, not, not the sexiest look for you. I gotta be honest but some of some of the other looks I have going for you are actually pretty good.

00:53:06.180 --> 00:53:17.130 Steven Frey (SMB Guy): So Adams favorite movie he actually gave two answers to this one. If I'm really telling the story like it is which I I do appreciate that. Here and there it is difficult to decide on favorite movies and TV shows.

00:53:17.400 --> 00:53:26.130 Steven Frey (SMB Guy): So, one of them was a miracle. The movie with Kurt Russell about the hockey team that went on to win the Olympics. So there's Adam AS A. What's his name herb Brooks.

00:53:26.190 --> 00:53:33.720 Steven Frey (SMB Guy): And yeah, from from miracle and with a great quote right there great moments are born from great opportunity. Couldn't agree more.

00:53:34.140 --> 00:53:42.870 Steven Frey (SMB Guy): Folks like Adam with the top shelf advertising do provide some of those great opportunities through the use of digital storytelling so love that whole discussion.

00:53:43.260 --> 00:54:02.340 Steven Frey (SMB Guy): And the other movie he named and it bleeds directly over into his favorite musical instrument and the artists who plays it, which is the spoken word with none other than Marshall Mathers m&m so that's a picture of bunny rabbit or Adam bunny rabbit from

00:54:03.510 --> 00:54:08.070 Steven Frey (SMB Guy): Eight Mile Adam I gotta be honest man you look awesome does hemming

00:54:09.300 --> 00:54:11.550 Adam Cohen (Top Shelf Advertising): And it even says so in the caption. So I take it.

00:54:12.660 --> 00:54:18.570 Steven Frey (SMB Guy): Yeah, captured him saying, I'm pretty awesome. But yeah, you are. You're a pretty dead ringer for Eminem, and a couple of these pictures here.

00:54:18.990 --> 00:54:27.960 Steven Frey (SMB Guy): Oh, I found one while I was searching online of Ron Burgundy actually interviewing m&m. So for those of you watching picture of me disguised as Ron Burgundy interviewing

00:54:28.200 --> 00:54:34.620 Steven Frey (SMB Guy): Adam, this guy's is none other than Marshall Mathers. So Adam, great, great having you here today. Really appreciate you taking the time.

00:54:35.040 --> 00:54:38.130 Steven Frey (SMB Guy): If you guys want to learn more about top shelf advertising.

00:54:38.760 --> 00:54:57.060 Steven Frey (SMB Guy): None other than top shelf advertising.com. You can also look up top shelf advertising on Facebook, Linkedin or Instagram, you can call or text 908398672 if you are interested in a free consultation about your business, Adam. Thanks again for joining us here today.

00:54:58.110 --> 00:55:07.740 Steven Frey (SMB Guy): Coming up next week, we're going to be talking with my good buddy Anthony Toronto senior manager at CG tax audit and advisory CPA firm and financial professionals.

00:55:08.100 --> 00:55:19.200 Steven Frey (SMB Guy): Topic is going to be keeping focus on the road ahead nice timing. The show is October 16 a day after the massive deadline for all the accountant. So talk about a feeling of freedom, none other than

00:55:19.740 --> 00:55:25.770 Steven Frey (SMB Guy): Anthony on October 16 is going to have that feeling of freedom to give us some great perspective on keeping the focus on the road ahead.

00:55:26.100 --> 00:55:32.490 Steven Frey (SMB Guy): Very often, you know, folks. This time of year. It's just straight up reactive operational work.

00:55:32.730 --> 00:55:40.650 Steven Frey (SMB Guy): Where they're just trying to get it in, you know, especially accountants, they finish it all up. They unplugged. They take some time off, they come back and do it all over again.

00:55:41.250 --> 00:55:45.900 Steven Frey (SMB Guy): You know, it's one of those times of year where I firmly believe and have been frontline witness to

00:55:46.260 --> 00:55:55.530 Steven Frey (SMB Guy): It is absolutely the best strategic time that you will have to make sure that you know there's no surprises moving forward that you have a good plan and tax plan and

00:55:55.740 --> 00:56:04.590 Steven Frey (SMB Guy): financial plan for the upcoming year ahead. So, you know, I love the idea of keeping focus on the road ahead with Anthony Toronto coming up next week.

00:56:04.830 --> 00:56:12.600 Steven Frey (SMB Guy): Just going to read you guys the philosophy of his firm, real quick, as I thought it really jive nicely with my take on people process and product.

00:56:12.840 --> 00:56:21.420 Steven Frey (SMB Guy): The philosophy here at CG tax audit and advisory is simple gather the best and brightest accomplished financial consultants from several industries.

00:56:21.720 --> 00:56:33.750 Steven Frey (SMB Guy): Develop a deep understanding of the client's needs operations business strengths and weaknesses, then provide clientele across the tri state area, you know, New York, New Jersey, Pennsylvania, etc. That's where I'm located

00:56:34.290 --> 00:56:43.170 Steven Frey (SMB Guy): With accurate assessments and evidence based strategies so they can connect with the most advantageous options for them all to help the clients businesses evolve.

00:56:43.590 --> 00:56:52.050 Steven Frey (SMB Guy): I thought that was phenomenal. As far as, you know, focus people process and product to really deliver deliver the best of the best. Talk about a Friday field.

00:56:52.590 --> 00:56:56.250 Steven Frey (SMB Guy): Friday freedom feeling for Anthony try saying that five times fast.

00:56:56.520 --> 00:57:06.750 Steven Frey (SMB Guy): We're going to spend the time with him right after the final deadline for 2019 tax returns. So until then, I am Stephen Fry your SMB guy. Thank you for joining us on always Friday.

00:57:06.990 --> 00:57:12.840 Steven Frey (SMB Guy): We hope you've gained some weekend insight to make a Monday impact. Have a great weekend. And I'll see you next Friday, my friends.

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