<span class="hide-blog-title">The Franchise Informant</span>A resource for National Property Inspections and Global Property Inspections franchisees, aspiring entrepreneurs and real estate professionals.https://www.npifranchise.com/Blog/PostsHow To Break Into A Male-Dominated Industry As A Female Entrepreneurhttps://www.npifranchise.com/Blog/Posts/PostId/1571/how-to-break-into-a-male-dominated-industry-as-a-female-entrepreneurBusiness Tips,Franchise,Marketing,Social MediaTue, 12 Dec 2023 20:44:00 GMT<p><span style="font-size:26px;"><strong><span style="line-height: 1;">HOW TO BREAK INTO A MALE-DOMINATED INDUSTRY AS A FEMALE ENTREPRENEUR</span></strong></span><br /> <em class="fa fa-calendar"></em> December 12, 2023 | <em class="fa fa-folder-open"></em> <a href="https://npiweb.com/Blog/Posts?Category=business-tips">Business Tips</a>, <a href="https://npiweb.com/Blog/Posts?Category=franchise">Franchise</a>, <a href="https://npiweb.com/Blog/Posts?Category=marketing">Marketing</a>, <a href="https://npiweb.com/Blog/Posts?Category=social-media">Social Media</a> | <em class="fa fa-tags"></em> <a href="https://npiweb.com/Blog/Posts/Tag/small-business">small business</a>, <a href="https://npiweb.com/Blog/Posts/Tag/motivation">motivation</a>, <a href="https://npiweb.com/Blog/Posts/Tag/networking">networking</a>, <a href="https://npiweb.com/Blog/Posts/Tag/google">Google</a>, <a href="https://npiweb.com/Blog/Posts/Tag/facebook">Facebook</a>, <a href="https://npiweb.com/Blog/Posts/Tag/business-website">business website</a>, <a href="https://npiweb.com/Blog/Posts/Tag/entrepreneur">entrepreneur</a></p> <p><span class="emphasis-primary">By Celeste Black-Harr, <em>NPI, Inc.'s Recruitment Coordinator</em></span></p> <p>The glass ceiling is a concept that describes an invisible barrier that limits advancement in the workplace for certain groups. For women who look to find a foothold in male-dominated industries, working to overcome stereotypes can make glass ceilings feel very real. The great thing about the glass ceiling metaphor, though, is that glass begs to be shattered.</p> <p>Breaking into a male-dominated industry as a female entrepreneur can feel daunting, but underrepresented voices who build a platform in their industry have an opportunity. They will not only benefit those that follow in their footsteps, creating a more accessible pathway in the future, their unique background and perspectives will also benefit the entire industry.</p> <p>Of course, if finding success in a male-dominated industry was easy then everyone would do it. While every industry has their own unique quirks and obstacles, there are a few considerations that are particularly worth taking into account for female entrepreneurs getting ready to break through.</p> <p><span class="emphasis-secondary">Find A Functional Support System</span><br /> Reliable contacts are important to establish for anyone entering into any industry, but identifying these people are even more important for women who are looking to establish themselves in a male-dominated industry. First, let’s talk about finding a strong mentor.</p> <p>A mentor is someone with experience in the industry who is willing to impart advice, assist in navigating hurdles (which are inevitable!), and act as an advocate. Ideally, this should be someone who has encountered similar obstacles so, if possible, women should find other women who have found success to act as their mentor. Although male mentors will give invaluable insights on how to grow within the industry (and female entrepreneurs should absolutely seek out male mentors), developing relationships with women who have already walked their path and have direct experience of their unique challenges should be a top priority.</p> <p>Unfortunately, finding a female mentor in a male-dominated industry is by no means easy, and in all likelihood, that single perfect business owner who is capable of answering each and every question along the way won’t exist. This is why we recommend finding a support “system” rather than a single mentor. Network, network, and then network some more to find an ally that knows the industry, then maybe find a female mentor who has found success in a <em>different</em> male-dominated industry, another person who excels at managing a large team, and yet another mentor who is a master on social media</p> <p>Much of advancing in any industry involves getting to know the right people and establishing that reliable network of confidantes and advocates. For women entering a traditionally “male” space, an <em>us vs. them</em> can only distract from the great aid that women <em>and men</em> can provide while establishing a successful business.</p> <p><span class="emphasis-secondary">Disprove Negative Stereotypes</span><br /> Next, one important question that female entrepreneurs have to consider before stepping into a male-dominated industry is this: <em>Why is this industry male-dominated?</em></p> <p>If you struggle to come up with a good answer, this might be a good opportunity to reach out to one of your industry contacts to get their take and perspective. Maybe the industry has just been slow to catch up to modern sensibilities, or something about the industry doesn’t generally appeal to female entrepreneurs, or perhaps there are persistent stereotypes that present an unfair hindrance to success. In the case of this last issue, women can work to dispel stereotypes with a few intentional steps.</p> <p>Let’s start with an example: according to the <a class="color-secondary" href="https://www.bls.gov/cps/cpsaat11.pdf" target="_blank">US Bureau of Labor Statistics</a>, 1.1% of plumbers were women in 2022 (the most recent available year). Although this profession has one of the most extreme male/female divides, many of the trades are similarly dominated by men, and this has a negative effect on an average person’s perception of competency for people in the trades. Another way to say this might be, if every plumber that a homeowner has ever worked with has been a male, they may have a subconscious assumption that men simply know more about home plumbing systems than women.</p> <p>For a woman who’s looking to open her own plumbing business, it is possible that a prevailing stereotype that makes her seem less competent than she is leads to less business than she would have otherwise gotten. The solution to this problem? To put it simply: prove the stereotype wrong.</p> <p>In the past, this was much more difficult since female entrepreneurs would have to convince clients and customers to give them a shot, do a great job, then hope word-of-mouth spreads enough to get their business humming. Today, there are more opportunities to put one’s skills on display:</p> <ol> <li><strong>Gather Google / Facebook / Yelp Reviews</strong> to put satisfied previous customers’ experiences on display. Clients that hold to a negative stereotype of women in a certain industry will have to adjust their thinking if they find their business has hundreds of glowing reviews and spectacular ratings across the board.<br /> <br /> <em>To learn about review gathering strategies for small businesses, read more <a class="color-secondary" href="https://npifranchise.com/Blog/Posts/5-strategies-to-get-more-reviews-for-your-small-business">here</a>!</em><br />  </li> <li><strong>Post Video Tutorials</strong> to act as an authority on industry-related topics. Whether hosted on social media or on a business website, videos where prospective clients can hear you speak intelligently about your industry and services and see you exercise your expertise themselves serve as an excellent advocate for your capabilities.<br /> <br /> <em>Did you know that videos can also be a great inclusion in email campaigns? Here are <a class="color-secondary" href="https://npifranchise.com/Blog/Posts/everything-you-need-to-know-to-make-your-next-email-campaign-a-success">a few tips</a> to make your next email marketing campaign a hit.</em><br />  </li> <li><strong>Seize Opportunities to Teach</strong> in front of clients, referral sources, and even industry peers. These situations are, of course, more situations where you can put your skills and knowledge on display, but they are also opportunities to further break down unhelpful stereotypes. Whether at a child’s school career day, at a conference, or at a BNI group meeting, speaking as a representative of your industry in these public settings can work wonders to place yourself as an authority figure and even build your own confidence in your abilities.<br /> <br /> <em>If you’re interested in refining your public speaking skills, take a look at our thoughts on the subject! If you’re interested in refining your public speaking skills, take a look at <a class="color-secondary" href="https://npifranchise.com/Blog/Posts/5-tips-to-improve-public-speaking-as-a-small-business-owner">our thoughts</a> on the subject!</em></li> </ol> <p><span class="emphasis-secondary">Don’t Change Yourself - Change The Industry</span><br /> Finally, there may be an impulse to act a certain way, or to change behavior in order to fit into the box of what sort of person has succeeded in the industry in the past. For many women, this can be a tempting impulse when entering into a male-dominated industry, but this instinct may not be the best. Just because women haven’t been prevalent in a male dominated industry doesn’t mean they can’t be, and it also doesn’t mean the odds are stacked against them.</p> <p>Innovations that transform industries often come from those with unique backgrounds, or from perspectives that were previously absent from that field. Women that lean on their unique strengths and discover their own way of conducting business are far more likely to find a <em>better</em> way of doing things than if they only emulate what’s been done before. While there is wisdom in sticking to what’s proven to work, having the bravery to try something new is what separates industry leaders from the pack.</p> <p>Taking home inspections as an example, a large portion of the job involves developing relationships and working with real estate agents - a profession that is 66% female (according to the <a class="color-secondary" href="https://www.nar.realtor/women-in-real-estate#:~:text=Demographic%20Characteristics%20of%20REALTORS%C2%AE&text=66%20percent%20of%20all%20REALTORS,percent%20of%20sales%20agent%20licensees." target="_blank">National Association of Realtors</a>). Although property inspectors also skew male, there may be a considerable advantage to women who enter into the home inspection industry due to their own ability to appeal to real estate agents.</p> <p>Whether there are inherent untapped advantages in an industry or opportunities to innovate, women who take on the challenge of breaking into a male dominated industry should do so with great anticipation. Another thing that comes naturally with the breaking of things like glass ceilings: it’s bound to turn heads.</p> <p><em>One fantastic benefit of an NPI franchise is access to a nationwide network of mentors and industry professionals with decades of experience and a desire to innovate. To learn more about the benefits of partnering with National Property Inspections, receive your <a class="color-secondary" href="https://npifranchise.com/learn-more">free info packet</a> today!</em></p> <p> </p> <div class="row"> <div class="col-sm-3"><img src="https://npifranchise.com/Portals/npicorp2/Assets/Blog/Additional Images/Authors/author-photos_celeste-01.jpg" width="100%" /></div> <div class="col-sm-9"><span class="emphasis-secondary" style="font-size: 130%">About the Author</span><br /> <span class="emphasis-primary">Celeste Black-Harr, <em>Recruitment Coordinator</em></span><br /> With a background in customer service and office administration, Celeste joined National Property Inspections, Inc. in 2022. Her experience in customer service is the driving force behind helping all new franchise owners get started and developing those strong business relations! In her daily role as Recruitment Coordinator, Celeste onboards new NPI and GPI franchises from across the United Stated and Canada.</div> </div> 1571What Is The Benefit Of The Name National Property Inspections?https://www.npifranchise.com/Blog/Posts/PostId/1570/what-is-the-benefit-of-the-name-national-property-inspectionsFranchise,Marketing,Social MediaTue, 05 Dec 2023 20:34:00 GMT<p><span style="font-size:26px;"><strong><span style="line-height: 1;">WHAT IS THE BENEFIT OF THE NAME NATIONAL PROPERTY INSPECTIONS?</span></strong></span><br /> <em class="fa fa-calendar"></em> December 5, 2023 | <em class="fa fa-folder-open"></em> <a href="https://npiweb.com/Blog/Posts?Category=marketing">Marketing</a>, <a href="https://npiweb.com/Blog/Posts?Category=social-media">Social Media</a>, <a href="https://npiweb.com/Blog/Posts?Category=franchise">Franchise</a> | <em class="fa fa-tags"></em> <a href="https://npiweb.com/Blog/Posts/Tag/inspection-industry">inspection industry</a>, <a href="https://npiweb.com/Blog/Posts/Tag/small-business">small business</a>, <a href="https://npiweb.com/Blog/Posts/Tag/google">Google</a>, <a href="https://npiweb.com/Blog/Posts/Tag/facebook">Facebook</a>, <a href="https://npiweb.com/Blog/Posts/Tag/linkedin">LinkedIn</a>, <a href="https://npiweb.com/Blog/Posts/Tag/digital-marketing">digital marketing</a>, <a href="https://npiweb.com/Blog/Posts/Tag/business-website">business website</a>, <a href="https://npiweb.com/Blog/Posts/Tag/seo">SEO</a></p> <p><span class="emphasis-primary">By Michael Trimble, <em>NPI, Inc.'s Content Marketing Coordinator</em></span></p> <p>When starting a new business, entrepreneurs work hard to create a clear plan for growth. While there are many exciting things that come with establishing a business’ processes, brand image, and marketing strategy, owners tend to spend a lot of their energy early on avoiding common pitfalls. One of the most important pitfalls to avoid, of course, is choosing the wrong business name.</p> <p>Names are hard, whether you’re naming a new business venture or your child. For many entrepreneurs, launching a new business is very similar to having a new baby, as they work through the trials and tribulations that come with learning to operate in a new industry. While a person’s opportunities may not be markedly different whether they were named John or Albus, a business name can mean the difference between success and failure.</p> <p>National Property Inspections is a tried and tested name in the property inspections industry, which means inspectors that partner with NPI can see benefits prior to performing even a single job. To get a better idea of why National Property Inspections works so well in its industry, let’s first review what is important when choosing a business name.</p> <p><span class="emphasis-secondary">Why Is A Business Name Important?</span><br /> Business names are intended to accomplish quite a bit. First, a business name needs to set appropriate expectations to its intended audience. What does the business do? What are the business’ values? What can be expected when working with this business? If a name is too vague or imprecise, clients may misunderstand the business’ focus, either passing them over in favor of a competitor, or inquiring for services that aren’t offered.</p> <p>Next, a business name needs to draw in clients! Names can do this by being particularly unique or memorable, or they might do this by evoking a sensation of professionalism or prestige. Depending on the industry, goofy names may be appropriate to appeal to a particular audience, whereas another industry that prioritizes expertise, safety, and high profile investments would be wise to stick with something more professional.</p> <p>Finally, a name must be easy to remember. Sometimes names that include invented words can be memorable after getting established and gaining widespread recognition, but prospective clients need to be able to easily look up a business after hearing it off hand. This means that keeping a name relatively short and full of everyday words is best for discoverability online, and for easier recollection. (Per the U.S. Chamber of Commerce, memorability and simplicity are two of the most important factors that make a great business name. You can read more of their thoughts on the subject <a class="color-secondary" href="https://www.uschamber.com/co/start/startup/great-business-name-traits" target="_blank">here</a>!)</p> <p>With some of these basic standards outlined, let’s see how NPI stacks up!</p> <p><span class="emphasis-secondary">NPI Cuts Straight To The Point</span><br /> National Property Inspections is a name that cannot easily be mistaken for something else. In the home inspection industry, there is a high potential for clients to mistake a poorly named property inspection business for a construction company, electrical or HVAC company, or even a private detective’s office. Reducing the potential for confusion is paramount for any business owner who wants to reduce wasted time and unneeded frustration with mistaken clients.</p> <p><em>National Property Inspections</em> is a property inspections company, and one of the premier names within the industry across the United States. All of this is easily understood in three simple words, and this efficient, direct naming style subconsciously tells clients that they can expect the same from this business’ service: efficient professionalism, and a premier quality that stands up to scrutiny.</p> <p><span class="emphasis-secondary">NPI Opens The Door For Commercial Inspections</span><br /> The next thing that the NPI name does for its franchisees that’s different from many property inspection business names, is it doesn’t immediately force them into the box of home inspection. If you’re a home inspector who has ever tried to break into the world of commercial property inspections, you may have experienced the stigma that commercial referral sources have towards home inspectors.</p> <p>While this is surely frustrating, the stigma isn’t entirely unwarranted. The truth is that commercial properties require a unique skill set and involve a different scale that most home inspectors simply aren’t used to. This leads those that need to coordinate commercial inspections to commonly look elsewhere for their needs. <em>National Property Inspections</em> doesn’t include the word “home” in its name like many in the industry, which inherently allows more freedom for franchisees to diversify.</p> <p>Commercial property inspections can be very lucrative, and since NPI offers special commercial training and commercial job opportunities through its National Accounts, <em>National Property Inspections</em> uniquely positions its franchisees to excel in this field.</p> <p><span class="emphasis-secondary">NPI Works Well On The Digital Front</span><br /> One major unexpected struggle that new business owners face while naming their new company is digital compatibility. Businesses excel when they can be reached easily, and the best way to do this is to be present in every location that their client base is looking. This, of course, starts with securing your business’ domain name, then branches out to claiming pages on social media (Facebook, LinkedIn, Google Business, Yelp, etc.).</p> <p>Consistency across all platforms is important to reduce confusion among your clients, and is an essential practice for businesses that want great SEO (search engine optimization). Another benefit of franchising with NPI is that our marketing helps you set up all of these profiles, securing your business’ name right out of the gate so that you can focus on building your audience and refining your skills.</p> <p><span class="emphasis-secondary">NPI Has 35+ Years Of Industry Name Recognition</span><br /> Finally, <em>National Property Inspections</em> has built a reputation of quality in the property inspection industry that spans over 35 years! With experienced and talented business owners stretching across the United States, NPI is a well-known brand that is already recognizable for its integrity and high-caliber service. Although new franchisees haven’t necessarily been active as a home inspector as long as NPI’s most tenured professionals, using the NPI name means that one of the most respected entities in the industry vouches for your abilities and your character.</p> <p>To answer the old question: “What’s in a name?” Clearly, there’s quite a bit!</p> <p><em>If you’d like to learn more about how National Property Inspections continues to innovate and stand out in this industry, contact our <a class="color-secondary" href="”mailto:marketing@npiweb.com”">recruitment team</a>. Want to learn more about the benefits of franchising with NPI? Collect your free info packet <a class="color-secondary" href="https://npifranchise.com/learn-more">right here</a>!</em></p> <p> </p> <div class="row"> <div class="col-sm-3"><img src="https://npifranchise.com/Portals/npicorp2/Assets/Blog/Additional%20Images/Authors/author-photo_michael-trimble-01.jpg" width="100%" /></div> <div class="col-sm-9"><span class="emphasis-secondary" style="font-size: 130%">About the Author</span><br /> <span class="emphasis-primary">Michael Trimble, <em>Content Marketing Coordinator</em></span><br /> A graduate of the University of South Dakota, Michael has a B.A. in International Studies and English. With a background in research and writing, Michael contributes to NPI’s corporate marketing team as a copywriter and content strategist.</div> </div> 15705 Cost Effective Marketing Strategies For Small Businesseshttps://www.npifranchise.com/Blog/Posts/PostId/1567/5-cost-effective-marketing-strategies-for-small-businessesBusiness Tips,Marketing,Social MediaTue, 14 Nov 2023 19:43:00 GMT<p><span style="font-size:26px;"><strong><span style="line-height: 1;">5 COST EFFECTIVE MARKETING STRATEGIES FOR SMALL BUSINESSES</span></strong></span><br /> <em class="fa fa-calendar"></em> November 14, 2023 | <em class="fa fa-folder-open"></em> <a href="https://npiweb.com/Blog/Posts?Category=business-tips">Business Tips</a>, <a href="https://npiweb.com/Blog/Posts?Category=marketing">Marketing</a>, <a href="https://npiweb.com/Blog/Posts?Category=social-media">Social Media</a> | <em class="fa fa-tags"></em> <a href="https://npiweb.com/Blog/Posts/Tag/money-management">money management</a>, <a href="https://npiweb.com/Blog/Posts/Tag/google">Google</a>, <a href="https://npiweb.com/Blog/Posts/Tag/facebook">Facebook</a>, <a href="https://npiweb.com/Blog/Posts/Tag/email-marketing">email marketing</a>, <a href="https://npiweb.com/Blog/Posts/Tag/business-website">business website</a></p> <p><span class="emphasis-primary">By Sydney Bailey, <em>NPI, Inc.'s Marketing Director</em></span></p> <p>Seasoned business owners know that every industry experiences ebbs and flows. There are times when the phones are constantly ringing and the calendar is packed. On the flip side, there are stretches where work is more scarce. It’s often during the slow seasons where cutting back on expenditures is a natural impulse, but business owners should be careful not to handicap their marketing efforts.</p> <p>Marketing is critical for reaching new clients and keeping your business top-of-mind for your established referral sources, so you should be hesitant to cut your marketing spend when business is down. With that said, there are ways you can be more intentional with your marketing budget. If you find yourself limited on funds, here are a few cost-effective marketing strategies worth exploring. </p> <p><span class="emphasis-secondary">Refine Your Communication Skills</span><br /> Standing out from your competition is critical when business slows down. For some owners, explaining to prospective clients exactly what sets their business apart can be difficult. While effective marketing and networking can make your phone ring, it won’t do much good if the person answering the call doesn’t conduct themselves with enough confidence to actually book the job. </p> <p>With this in mind, business owners and office staff should take the time to rehearse their delivery over the phone and in person. Practicing with friends, family, and other trusted confidants can build assurance for business owners who aren’t used to conversing in these environments, and although some personality types may be perfectly comfortable closing a sale, feedback through this process can lead to further improvement and increased closed rates. </p> <p>Closing a sale is a skill that can be acquired and enhanced just like any other. For inspectors, don’t assume that a client understands the process of a standard home inspection. Figure out a way to explain in layman’s terms what you’ll do on the property, how long it will take, and when they can expect their report. Mapping out the experience like this should help establish trust early, and it’ll lead to more jobs! </p> <p><span class="emphasis-secondary">Rediscover Email Marketing</span><br /> Email marketing continues to be one of the most effective marketing outreach strategies across all industries, and the great thing about email? It’s free! Review past campaigns and make some updates by refreshing the messaging, think of catchy new subject lines, or try adding a new promotion. </p> <p>One thing to keep in mind with email marketing is that outdated emailing lists can tarnish your email’s sender reputation. This could result in your messages being sent to spam folders. Be sure to regularly update your email list by removing defunct addresses and adding any new ones gained through networking. To learn more about making a great email marketing campaign, read on <a class="color-secondary" href="https://npifranchise.com/Blog/Posts/everything-you-need-to-know-to-make-your-next-email-campaign-a-success">right here</a>. </p> <p><span class="emphasis-secondary">Try Out a Timely Promotion</span><br /> Speaking of promotions, coupons and discounts are a tried and true way to bring in clients who might be on the fence for a product or service. We understand that the last thing business owners want to do in a slow season is discount their services. However, what’s better? Booking a job at a $50 discount or booking no jobs at all? If business is slower, create urgency by launching a limited-time promotion. </p> <p>If you have a new service, create a campaign explaining its relevance to your local area or tie it to an upcoming holiday. Although business owners should never devalue the importance of their services, promotions with a clear message and an expiration date can work by bringing attention to your lesser-known services. </p> <p><span class="emphasis-secondary">Refresh Your Social Media</span><br /> Next, social media is an area that tends to fall off quickly whenever business owners get busy, but building an audience base here can be valuable for reinforcing relationships and generating attention strategically. The other nice thing about managing social media is its cost: posting on social media is another task you can do for practically free! </p> <p>To step up engagement on social media, consider posting pictures of your team on the job or generate an educational infographic about one of your services. Studies show that people connect to a business when they see peoples’ faces, and infographics are known to quickly grab attention. If you’re interested in taking an easy first step, here are some things to consider about <a class="color-secondary" href="https://npifranchise.com/Blog/Posts/upgrading-your-social-media-marketing-with-videos">producing videos</a> for social media. Just don’t get hung up on making every second perfect! Homemade pictures and videos can feel authentic, making your business come across as more trustworthy and approachable. </p> <p><span class="emphasis-secondary">Make Use of Your Satisfied Customers</span><br /> Customers Finally, business owners who have already impressed their customers can rely on their past track record to bring in new clients. In short: call attention to your 5-star reviews! </p> <p>Too many businesses neglect their Google and Facebook business pages, but a high four- or five-star business with tons of reviews instills so much more confidence than a competitor with a low score. Build it into your wrap-up process for every job, and make it easy for clients to leave a review, then re-post those positive reviews on social media and display them on your website. Satisfied customers can become advocates for your company with just a few steps, and luckily, we’ve already discussed <a class="color-secondary" href="https://npifranchise.com/Blog/Posts/5-strategies-to-get-more-reviews-for-your-small-business">some great ways to get reviews</a> with more consistency!</p> <p><em>There are so many ways to continue marketing for little to no cost - and this list is by no means exhaustive! For more ideas on expanding your marketing strategy, reach out to the <a class="color-secondary" href="”mailto:marketing@npiweb.com”">NPI marketing team</a> today.</em></p> <p><em>Did you know that NPI franchisees benefit from weekly blogs, expert website design, top notch SEO, marvelous email marketing, eye-popping graphic design, and personal one-on-one coaching (just to name a few things)? Learn more about the benefits of franchising with NPI by requesting your <a class="color-secondary" href="https://npifranchise.com/learn-more">free info packet</a>!</em></p> <p> </p> <div class="row"> <div class="col-sm-3"><img src="https://npifranchise.com/Portals/npicorp2/Assets/Blog/Additional%20Images/Authors/author-photos_sydney-01.jpg?ver=K8BsXAplR-IfRPbOmaYoRw%3d%3d" width="100%" /></div> <div class="col-sm-9"><span class="emphasis-secondary" style="font-size: 130%">About the Author</span><br /> <span class="emphasis-primary">Sydney Bailey, <em>Marketing Director</em></span><br /> Sydney specializes in creative marketing strategy and project management. In her current role, she leads the NPI marketing department in implementing new initiatives to increase business for franchisees in our network. With experience in art direction, public relations, and brand development, she also served as the organization’s in-house graphic and web designer during her first five years with NPI. Sydney continues to support our franchisees on a daily basis with their overall marketing strategy needs.</div> </div> 1567Marketing Insights: The Importance of Finding Your Audiencehttps://www.npifranchise.com/Blog/Posts/PostId/1559/marketing-insights-the-importance-of-finding-your-audienceMarketing,Social MediaTue, 31 Oct 2023 15:26:00 GMT<p><span style="font-size:26px;"><strong><span style="line-height: 1;">MARKETING INSIGHTS: THE IMPORTANCE OF FINDING YOUR AUDIENCE</span></strong></span><br /> <em class="fa fa-calendar"></em> October 31, 2023 | <em class="fa fa-folder-open"></em> <a href="https://npiweb.com/Blog/Posts?Category=marketing">Marketing</a>, <a href="https://npiweb.com/Blog/Posts?Category=social-media">Social Media</a> | <em class="fa fa-tags"></em> <a href="https://npiweb.com/Blog/Posts/Tag/client-satisfaction">client satisfaction</a>, <a href="https://npiweb.com/Blog/Posts/Tag/money-management">money management</a>, <a href="https://npiweb.com/Blog/Posts/Tag/google">Google</a>, <a href="https://npiweb.com/Blog/Posts/Tag/facebook">Facebook</a>, <a href="https://npiweb.com/Blog/Posts/Tag/linkedin">LinkedIn</a>, <a href="https://npiweb.com/Blog/Posts/Tag/digital-marketing">digital marketing</a>, <a href="https://npiweb.com/Blog/Posts/Tag/paid-search">paid search</a>, <a href="https://npiweb.com/Blog/Posts/Tag/business-website">business website</a></p> <p><span class="emphasis-primary">By Zach Vesper, <em>NPI, Inc.'s Senior SEO & Marketing Strategist</em></span></p> <p>Any experienced marketer, when speaking about how to grow a business and reach long-term goals, will preach on how important it is for a business to find its audience. For many business owners, this might sound a little strange. After all, shouldn’t entrepreneurs be looking to find as many clients or customers as possible in order to convert on leads and maximize their sales?</p> <p>Of course this is true! But this doesn’t mean that the best marketing strategy is to speak to everyone all at once. Imagine you’re making a speech in a massive auditorium. For most people, the more people there, the more difficult it will be to capture everyone’s attention. If too many people are there, the audience further in the back will struggle to see you, and even the most expensive sound equipment will start to fail, leaving your message completely unheard to many.</p> <p>In the same way, marketing to a massive audience tends to be expensive, and a business that chooses to market in this manner can often see their message lost, becoming indiscernible as it competes with too many other businesses for attention. Instead of wasting money, time, and energy on expansive marketing, businesses should focus on finding their <em>niche audience</em>.</p> <p><span class="emphasis-secondary">What is a <em>niche audience</em>?</span><br /> A niche audience is a highly specific audience that consists of people who are uniquely in need of a business’ services or products, usually identified through intensive research as well as a good amount of trial and error. Small businesses that are looking to maximize the value of their advertising budget particularly benefit from identifying their niche audience because it usually translates to more conversions per dollar spent.</p> <p>When targeting a smaller audience, marketers don’t have to keep their messaging as generic in an attempt to avoid alienating parts of their audience. In fact, the action of bringing up information that’s hyper-specific to a niche audience is more likely to be memorable, increasing brand recall, inspiring more engagement, and building overall loyalty.</p> <p>In short, modeling marketing collaterals and campaigns to a specific audience is easier, more effective, and much more likely to leave a long-lasting impact. On the other side of the equation, consider what can happen when advertising reaches an audience that doesn’t find the service relevant to them (such as when men see ads for women’s hair products, or when dog owners see ads for cat food). These situations can lead to some frustration from the unintended audience, and worse, many accidental clicks on your ads from those who aren’t actually interested in what you’re selling. Since the cost of many paid ads are based on the number of clicks you get and not actual leads or conversions, this situation also results in a waste of your ad spend.</p> <p>In many ways, finding a niche audience is the key to effective marketing, but identifying this group can be difficult, requiring plenty of time and a strong understanding of a business’s industry.</p> <p><span class="emphasis-secondary">How do you find your niche audience?</span><br /> One great way to start identifying your niche audience is to develop an audience “persona,” or the ideal customer for your business. Consider their demographic information, their age range, gender, education, and income level, then get as detailed as possible. Not only does creating this picture allow for a clearer target when writing website copy or designing advertising graphics, many forms of advertising can filter out individuals who don’t fit into these demographics.</p> <p>In addition to this, businesses can use their existing audience to find commonalities based on website and social media analytics. Do your most frequent customers match your “ideal customer”? If not, this could either be because you’ve misidentified your niche audience, or there’s a key group you’ve been overlooking.</p> <p>After completing these two steps, consider what your most direct competition is doing. How do their marketing efforts differ from your own, and what strategies seem to garner the most success? By knowing who they are “speaking” to, businesses can be much more intentional in their marketing, increasing their profits by spending less money and speaking to fewer people.</p> <p><span class="emphasis-secondary">How do you market to a niche audience?</span><br /> With a specific audience in mind, generate social media posts, infographics, videos, and other web content tailored for their interests, culture, or humor in particular. When it comes to focusing efforts on social media, businesses should seek to inhabit similar spaces that their niche audience occupies, partnering with other tangential businesses, or possibly influential local creators.</p> <p>With tailored content, expect more reviews and engagement online - then be sure to respond to these interactions and react to feedback. Improving your product or services specifically for this key audience becomes much easier when conversations open up through these channels.</p> <p>One note of warning! Although unlocking a new audience or a key niche audience can be exciting, it’s important that businesses don’t forget to try to branch out from time to time into new audiences. Marketing to a niche audience is important to gain traction, but entrepreneurs can see their business become stagnant if they never break out of their comfort zone. Experimentation and research should always be embraced by business owners looking to <a class="color-secondary" href="https://npifranchise.com/Blog/Posts/surefire-strategies-to-increase-your-market-share">increase their market share</a>.</p> <p><em>To further strategize how to start your next campaign, contact your <a class="color-secondary" href="mailto:marketing@npiweb.com">NPI marketing team</a> to get the discussion rolling! Curious about the resources gained when franchising with NPI? Click here to get <a class="color-secondary" href="https://npifranchise.com/learn-more">your free info packet</a>.</em></p> <p> </p> <div class="row"> <div class="col-sm-3"><img src="https://www.npifranchise.com/Portals/npicorp2/Assets/Blog/zach-05.jpg?ver=2019-03-11-152018-130" width="100%" /></div> <div class="col-sm-9"><span class="emphasis-secondary" style="font-size: 130%">About the Author</span><br /> <span class="emphasis-primary">Zach Vesper, <em>Senior SEO & Marketing Strategist</em></span><br /> Zach brings twelve years of content marketing and nine years of search engine optimization (SEO) experience to the NPI in-house marketing team. His areas of expertise include building marketing plans that increase franchise sales, optimizing web content for search, crafting effective paid search campaigns, reputation management, and content strategy. Zach is always more than happy to answer your questions about all things Google and considers this the most important and enjoyable aspect of his job.</div> </div> 1559Got Your Six: The Veteran’s Guide To Re-Entering The Workforcehttps://www.npifranchise.com/Blog/Posts/PostId/1558/got-your-six-the-veterans-guide-to-re-entering-the-workforceFranchise,Social MediaTue, 24 Oct 2023 15:19:00 GMT<p><span style="font-size:26px;"><strong><span style="line-height: 1;">GOT YOUR SIX: THE VETERAN'S GUIDE TO RE-ENTERING THE WORKFORCE</span></strong></span><br /> <em class="fa fa-calendar"></em> October 24, 2023 | <em class="fa fa-folder-open"></em> <a href="https://npiweb.com/Blog/Posts?Category=social-media">Social Media</a>, <a href="https://npiweb.com/Blog/Posts?Category=franchise">Franchise</a> | <em class="fa fa-tags"></em> <a href="https://npiweb.com/Blog/Posts/Tag/hiring">hiring</a>, <a href="https://npiweb.com/Blog/Posts/Tag/facebook">Facebook</a>, <a href="https://npiweb.com/Blog/Posts/Tag/linkedin">LinkedIn</a>, <a href="https://npiweb.com/Blog/Posts/Tag/veterans">veterans</a>, <a href="https://npiweb.com/Blog/Posts/Tag/entrepreneur">entrepreneur</a></p> <p><span class="emphasis-primary">By Sammi Marcellus, <em>NPI, Inc.'s Recruitment Coordinator</em></span></p> <p>Enlisting in the military is a great opportunity for many to learn practical, real-world skills, all while serving their country. With that said, many struggle with making the move from the structure that military life provides, to the seemingly chaotic nature of being a civilian. Finding a career that’s fulfilling while also featuring these same benefits of a position in the military can be a tough ask, but that doesn’t mean veterans should be caught with application paralysis.</p> <p>Veterans looking to find a good job fit for themselves should recognize their strengths and the challenge ahead. To move forward with confidence, here are just a few notes to consider when pursuing the next chapter.</p> <p><span class="emphasis-secondary">Acclimate to Civilian Life</span><br /> One major struggle that Veterans experience upon transitioning away from the military is their daily schedule. In the military everyone has a specific job and their days are planned out extensively for them, which frees them up to focus solely on their duties rather and reduces the need for self-management. In the majority of civilian workplace settings, this strict schedule is gone, which can be jarring for many to adapt to.</p> <p>Veterans should decide early on whether they’d like to establish a structured schedule for themselves to follow (continuing in that military style) or learn to live with a more free-range routine. Either map out a daily, weekly, monthly schedule, and maybe print these schedules out onto a calendar or personal planner to set up a system that’s easy to follow and visualize, or learn to embrace the chaos. The option that works best will mostly depend upon personality and preference, but making an intentional choice here should be the first step!</p> <p><span class="emphasis-secondary">Translate Your Experiences</span><br /> After becoming a bit more comfortable with general “civilian life,” a new challenge that veterans will need to tackle is how to market themselves to future employers. The truth is that the majority of civilians have a certain picture of what military life might be like, but odds are that this impression is pretty inaccurate and they will be mostly unaware of the skills and proficiencies that are actually developed throughout the experience. To help tackle these misconceptions, veterans should take away the guesswork from hiring managers!</p> <p>When constructing a resume, veterans can describe their duties and then translate the skills that they learned in these roles in a way that directly relates to the job that they are applying for. Veterans develop so many valuable skills that make them assets in their future companies! To get a better picture of what this process might look like, <a class="color-secondary" href="https://npifranchise.com/Blog/Posts/why-veterans-make-amazing-entrepreneurs">here is an example</a> of why Veterans make amazing entrepreneurial workers.</p> <p>Part of nailing an interview is entering with preparation and confidence. Veterans who show hiring managers how their experience in the military translates well to the workplace will have more success at securing the job.</p> <p><span class="emphasis-secondary">Present Yourself with Intention</span><br /> In the past, a snazzy outfit and clean haircut could do the heavy lifting in making a solid first impression, but now employers have more resources to learn about candidates prior to the interview. If veterans want to present well while looking for their first job outside of the military, they should tidy up their online uniform, just like they’d trim their military attire.</p> <p>While this may seem obvious to some, employers can easily view any public social media profiles. Anything inappropriate activities or jokes published in these areas serve as a persistent negative endorsement that may not accurately reflect your behavior. Polished Facebook and LinkedIn profiles which feature a clean and professional headshot will go a long way in making hiring managers confident, and may be the difference in winning the position.</p> <p>Whether in person or online, candidates should always dress to impress!</p> <p><span class="emphasis-secondary">Utilize Your Resources!</span><br /> Finally, veterans who are struggling to find their place in the civilian workplace should make use of the many resources at their disposal! Check out the <a class="color-secondary" href="https://www.va.gov/" target="_blank">VA's website</a> to get started and look at options for career counseling or continued education, or lean on other veterans for advice. In fact, at NPI we believe that we match-up well with veterans, and we value the work ethic and skill sets of veterans so highly that we’ve entered into special partnerships to help them find employment and other work opportunities (hopefully with us!).</p> <p>Businesses love working with veterans, but that doesn’t mean it isn’t tough for veterans to find a great fit. Veterans looking to enter into the civilian workforce are at the beginning of an exciting new journey where they can choose to recreate themselves, and maybe build something new. If you’re interested in learning more about franchising with National Property Inspections, shoot an email to <a class="color-secondary" href="mailto:recruitment@npiweb.com">our recruitment team</a> today!</p> <p><em>For more information, request a <a class="color-secondary" href="https://npifranchise.com/learn-more">free info packet</a>!</em></p> <p> </p> <div class="row"> <div class="col-sm-3"><img src="https://npifranchise.com/Portals/npicorp2/Assets/Blog/author-photos-sammi-01.jpg" width="100%" /></div> <div class="col-sm-9"><span class="emphasis-secondary" style="font-size: 130%">About the Author</span><br /> <span class="emphasis-primary">Sammi Marcellus, <em>Recruitment Coordinator</em></span><br /> A member of the Nebraska Army National Guard since 2017, Sammi assists the NPI recruitment team through building relationships with military veterans who are interested in franchising. Sammi has a background in customer service and is an asset to the NPI corporate team with her ability to relate with active and former military, guiding them through our recruitment process.</div> </div> 1558How Celebrating Holidays on Social Media Can Benefit Your Businesshttps://www.npifranchise.com/Blog/Posts/PostId/1547/how-celebrating-holidays-on-social-media-can-benefit-your-businessMarketing,Social MediaTue, 17 Oct 2023 15:58:00 GMT<p><span style="font-size:26px;"><strong><span style="line-height: 1;">HOW CELEBRATING HOLIDAYS ON SOCIAL MEDIA CAN BENEFIT YOUR BUSINESS</span></strong></span><br /> <em class="fa fa-calendar"></em> October 17, 2023 | <em class="fa fa-folder-open"></em> <a href="https://npiweb.com/Blog/Posts?Category=marketing">Marketing</a>, <a href="https://npiweb.com/Blog/Posts?Category=social-media">Social Media</a> | <em class="fa fa-tags"></em> <a href="https://npiweb.com/Blog/Posts/Tag/client-satisfaction">client satisfaction</a>, <a href="https://npiweb.com/Blog/Posts/Tag/networking">networking</a>, <a href="https://npiweb.com/Blog/Posts/Tag/facebook">Facebook</a>, <a href="https://npiweb.com/Blog/Posts/Tag/linkedin">LinkedIn</a>, <a href="https://npiweb.com/Blog/Posts/Tag/digital-marketing">digital marketing</a></p> <p><span class="emphasis-primary">By Stepha Vesper, <em>NPI, Inc.'s Senior Marketing Communications Strategist</em></span></p> <p>As your business grows, building an audience online can quickly become a strong stream for new leads and an opportunity to set yourself apart from your competition. In our previous article discussing how to <a class="color-secondary" href="https://npifranchise.com/Blog/Posts/how-to-take-pictures-that-boost-engagement-for-social-media">use pictures to boost engagement</a> on social media, we talked about how <strong>varied content</strong> is important for businesses that want to improve their performance online. While this is a great goal in theory, coming up with a consistent stream of unique content is tough. That’s why if you haven’t jumped onto the holiday post train yet, now is the time to start!</p> <p>Holiday posts are a great way to capitalize on current events in a way that breaks up your regular social media schedule. For some extra inspiration before the holiday season really kicks into gear, here are some things to consider when it comes to posting during the holidays!</p> <p><span class="emphasis-secondary">Choose Which Holidays to Highlight</span><br /> Capitalizing on a holiday on social media isn’t as simple as looking at the next one on the calendar and making a graphic to accompany it. Ideally, owners and social media managers should take some time to think about why their business has something to add to the conversation, or whether a particular holiday is relevant to their industry.</p> <p>Most businesses should be able relate their services to the major holidays (Christmas, Thanksgiving, Halloween, etc.), but it’s also important to identify relevant industry-specific holidays worth shouting out. For example, property inspection companies would be smart to look at Fire Prevention Month, National Radon Action Month, Home Inspection Month, and National Small Business Week all as opportunities to bring attention to add-on services.</p> <p>Before selecting a holiday to share some well wishes or to spread awareness for your business, take some time to consider what message you’re getting across. Does this holiday present your business in a positive light? Does it highlight the value of one of your services? Are you reflecting your brand values? Holiday posting can be a vehicle to drive whatever goal you have in mind for your business. Just be sure not to bombard your audience with too many in close succession (remember: variety).</p> <p><span class="emphasis-secondary">Post Something Shareable</span><br /> After identifying which holidays you’d like to celebrate, try to find some time in advance to come up with something custom to share. Pictures, custom graphics, and videos all tend to have much greater engagement compared to some simple text or article link. In particular, if you’re looking to generate content that’s sure to keep your audience’s attention, <a class="color-secondary" href="https://npifranchise.com/Blog/Posts/upgrading-your-social-media-marketing-with-videos">videos</a> might be the best option.</p> <p>Holiday posts are also a great time for limited time events, contests, discounts, and giveaways - all of which are very shareable. With every promotion, think about what goal you are trying to accomplish. Perhaps you’re trying to boost your follower count with a giveaway, or maybe you’re looking to increase the amount of Radon inspections you perform throughout the duration of the promotion. Create a sense of urgency and don’t forget to include a CTA (call to action) within your posts to maximize your returns.</p> <p><span class="emphasis-secondary">Participate in the Festivities</span><br /> Finally, holidays are a great time to get involved on social media, and in your community. Great business owners know how important it is to develop relationships with other businesses in their community, so find a way to celebrate together through a cross-promotional post. Accessing another business’s audience can quickly expand your audience, and the action should benefit both parties.</p> <p>Another way to participate with another business, or simply show yourselves giving back to the community is through a coordinated volunteer event. Many holidays are about giving thanks, showing appreciation, or supporting your fellow man, so consider donating an afternoon to a good cause and then sharing a few pictures of your team at work after the fact. Not only does this humanize your brand and emphasize a focus on your community, it can convince others to do the same.</p> <p><em>Get ready for the holiday season this year by spreading cheer on social media! If you’d like help creating custom graphics for a promotion or holiday, reach out to <a class="color-secondary" href="mailto:marketing@npiweb.com">our marketing team</a>. If you’d like to learn more about how your business could benefit from franchising with NPI, <a class="color-secondary" href="https://npifranchise.com/learn-more">contact our recruitment team</a>!</em></p> <p> </p> <div class="row"> <div class="col-sm-3"><img src="https://www.npifranchise.com/Portals/npicorp2/Assets/Blog/stepha-05.jpg?ver=2019-03-11-142624-157" width="100%" /></div> <div class="col-sm-9"><span class="emphasis-secondary" style="font-size: 130%">About the Author</span><br /> <span class="emphasis-primary">Stepha Vesper, <em>Senior Marketing Communications Strategist</em></span><br /> Stepha holds two advanced writing degrees and has more than nine years’ experience creating blog articles, PR pitches, emails, website copy, print mailers, social media posts, newsletters, and taglines. Stepha also specializes in marketing training, strategy, and consultation, particularly in the areas of social media and email marketing. Her favorite part of her job at NPI is assisting franchisees with their digital marketing strategies so they reach their goals faster.</div> </div> 1547How to Prepare Your Business for Your Vacationhttps://www.npifranchise.com/Blog/Posts/PostId/1544/how-to-prepare-your-business-for-your-vacationBusiness Tips,Franchise,Social MediaTue, 26 Sep 2023 15:26:00 GMT<p><span style="font-size:26px;"><strong><span style="line-height: 1;">HOW TO PREPARE YOUR BUSINESS FOR YOUR VACATION</span></strong></span><br /> <em class="fa fa-calendar"></em> September 26, 2023 | <em class="fa fa-folder-open"></em> <a href="https://npiweb.com/Blog/Posts?Category=business-tips">Business Tips</a>, <a href="https://npiweb.com/Blog/Posts?Category=social-media">Social Media</a>, <a href="https://npiweb.com/Blog/Posts?Category=franchise">Franchise</a> | <em class="fa fa-tags"></em> <a href="https://npiweb.com/Blog/Posts/Tag/small-business">small business</a>, <a href="https://npiweb.com/Blog/Posts/Tag/time-management">time management</a>, <a href="https://npiweb.com/Blog/Posts/Tag/motivation">motivation</a>, <a href="https://npiweb.com/Blog/Posts/Tag/entrepreneur">entrepreneur</a>, <a href="https://npiweb.com/Blog/Posts/Tag/email-marketing">email marketing</a>, <a href="https://npiweb.com/Blog/Posts/Tag/digital-marketing">digital marketing</a></p> <p><span class="emphasis-primary">By Michael Trimble, <em>NPI, Inc.'s Content Marketing Coordinator</em></span></p> <p>Small business owners take so much pride in their work, it can be hard to take even a short break. The risk of losing momentum, missing out on business, and potentially damaging valuable relationships keep small business owners from taking a vacation–some go years and years without a break. While these concerns are valid, many may not realize that they are missing out on a necessary reset by forgoing an extended holiday.</p> <p>The truth is everyone needs a physical and emotional break from their work. Plus, new experiences and a broader perspective can provide much-needed creative energy to entrepreneurs. If you’re nervous about how to handle an upcoming vacation, here are a few actions you can take to ensure your break goes off without a hitch!</p> <p><span class="emphasis-secondary">Notify Your Clients (and Share Your Experience!)</span><br /> If you are your only employee, vacations mean that your business can’t do much without you. To keep any consistent referral sources or clients from being surprised, it can be smart to send out a notification in advance. Whether through an email blast or a few phone calls to associates with established relationships, offering a heads up is sure to be appreciated. This considerate action is just another opportunity to keep your business at the top of your referral sources’ minds.</p> <p>While away, it will also be important to have a clear communication system in place. If you don’t have employees to answer phones or operate the business with a skeleton crew in the meantime, be sure to set an out-of-office email auto-response with an emergency contact. Odds are good that if something catastrophic should happen, it will wait until you’re out of the country (a variation of Murphy’s Law), so although it may be preferable to completely walk away from work, it might also be a good idea to check your work email once a day. If internet and phone access will be spotty or too inconvenient while you’re away, you should at least leave your corporate office’s contact information (if part of a franchise).</p> <p>Frustration sets in if expectations aren’t met or getting in touch becomes too difficult. Most will be understanding if they are aware of a clear return date, or they trust that you will keep to an agreed-upon deadline. On returning, it might be a good idea to share your vacation experience on social media, and maybe share how that time has energized you or inspired you in your business! Curious souls will want to hear more, and you might even book some new business as a result.</p> <p><span class="emphasis-secondary">Delegate and Automate What You Can</span><br /> Planning a vacation is much easier with an experienced team prepared to step up while you’re gone. As is often the case, the issue here frequently sits with the small business owner and their lack of trust for their employees. Long-time assistants might be more than willing to take over during a leave of absence, but owners who have built their business tend to have trouble letting go of responsibilities.</p> <p>The truth is that vacations are an excellent opportunity to challenge your employees–and yourself! Employees can rise to the occasion, attempt to perform new jobs, then fail and learn so that they become even more valuable to the business down the road. <a class="color-secondary" href="https://npifranchise.com/Blog/Posts/from-rookie-to-asset-tips-for-training-new-employees">As we've discussed previously</a>, employees love to be challenged, and many become frustrated if they don’t feel that they are acquiring new skills. Leaving your business in someone else’s hands shows an incredible amount of trust and respect–things that your employees will certainly notice and appreciate.</p> <p>If your business isn’t quite at the multiple employee stage yet, it’s important to find ways to function as much as possible while you’re away. Schedule social media posts out in advance, and maybe <a class="color-secondary" href="https://npifranchise.com/Blog/Posts/everything-you-need-to-know-to-make-your-next-email-campaign-a-success">plan a unique email campaign</a> to launch while you’re catching a wave. Working in advance can mean new business is waiting when you return, or it will at least ensure your online presence doesn’t drop off.</p> <p><span class="emphasis-secondary">Just Take a Vacation! (Even a Short One)</span><br /> In the end, preparation and theory can only go so far. The best way to understand what your unique small business needs while you’re away is to simply make that commitment, book that ticket, and see what happens. Make note of what went well, whether your communication plans were strong, or if the processes and information you gave your employees were sufficient. Everything is clearer in hindsight, and sometimes the best way to learn is to fail, then do better in the future.</p> <p>To minimize problems, consider planning a shorter vacation first since issues that appear over a couple days will be more easily resolved than larger project mishaps. Even brief outings devoted to spending extra time with family or friends will be invaluable to a business owner’s long-term health and happiness. There will always be excuses to wait until next month, or next year. Allow your team and your business to grow while looking after yourself by planning your next vacation wisely.</p> <p><em>National Property Inspections is built off of over 35 years of industry experience. If you are interested to hear more about what we’ve learned makes a successful home inspection business, start with our <a class="color-secondary" href="https://npifranchise.com/learn-more">free info packet</a>. Questions? Talk to our <a class="color-secondary" href="mailto:recruitment@npiweb.com">recruitment team</a>!</em></p> <p> </p> <div class="row"> <div class="col-sm-3"><img src="https://npifranchise.com/Portals/npicorp2/Assets/Blog/Additional%20Images/Authors/author-photo_michael-trimble-01.jpg" width="100%" /></div> <div class="col-sm-9"><span class="emphasis-secondary" style="font-size: 130%">About the Author</span><br /> <span class="emphasis-primary">Michael Trimble, <em>Content Marketing Coordinator</em></span><br /> A graduate of the University of South Dakota, Michael has a B.A. in International Studies and English. With a background in research and writing, Michael contributes to NPI’s corporate marketing team as a copywriter and content strategist.</div> </div> 1544Identifying and Locating Your Client Base with Omnichannel Marketinghttps://www.npifranchise.com/Blog/Posts/PostId/1542/identifying-and-locating-your-client-base-with-omnichannel-marketingMarketing,Social MediaTue, 12 Sep 2023 15:12:00 GMT<p><span style="font-size:26px;"><strong><span style="line-height: 1;">IDENTIFYING AND LOCATING YOUR CLIENT BASE WITH OMNICHANNEL MARKETING</span></strong></span><br /> <em class="fa fa-calendar"></em> September 12, 2023 | <em class="fa fa-folder-open"></em> <a href="https://npiweb.com/Blog/Posts?Category=marketing">Marketing</a>, <a href="https://npiweb.com/Blog/Posts?Category=social-media">Social Media</a> | <em class="fa fa-tags"></em> <a href="https://npiweb.com/Blog/Posts/Tag/facebook">Facebook</a>, <a href="https://npiweb.com/Blog/Posts/Tag/email-marketing">email marketing</a>, <a href="https://npiweb.com/Blog/Posts/Tag/digital marketing">digital marketing</a></p> <p><span class="emphasis-primary">By Stepha Vesper, <em>NPI, Inc.'s Senior Marketing Communications Strategist</em></span></p> <p>Running a successful small business takes plenty of effort and know-how, which naturally develops with time and experience. In order to grow, business owners want to learn how to get their brands in front of the people that are the most in need of their services. The problem is that finding who that ideal client is and where they are isn’t always so easy.</p> <p>Jumping into the weeds of industry jargon, business researchers at places like <a class="color-secondary" href="https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-omnichannel-marketing" target="_blank">McKinsey & Company</a> preach the importance of “omnichannel” marketing over “multichannel.” With the omnichannel approach to marketing, businesses recognize the importance of placing their brand and services in front of their ideal client as often as possible. While multichannel marketing will spread these marketing efforts with as broad a net as possible, omnichannel marketing calls for honing in on the most important client base niche as much as possible.</p> <p>As one might expect, omnichannel marketing approaches are meant to cut down on that overall ad spend while maximizing conversions. While this style of marketing should seem appealing to most small business owners, employing it can take some effort. To set your marketing mindset in a new direction, consider these steps to get started!</p> <p><span class="emphasis-secondary">Who is Your Client Base as a Home Inspector?</span><br /> The first step in developing an intentional omnichannel marketing approach is to define the ideal client. For maximum conversion rates, business owners should take a look at the demographic makeup of their most common clients with the thought that <strong>the average client</strong> is the type of person most in need of your services, or most receptive to your current marketing strategy.</p> <p>Some valuable things to track might include:</p> <ul> <li>Age Bracket</li> <li>Occupation</li> <li>Gender</li> <li>Location</li> <li>Income Level</li> </ul> <p>For property inspectors, some of this information is well-known, since a large amount of repeat business is likely to come from relationships with other real estate professionals. One particularly valuable detail that might vary from market to market is age bracket, since this can drastically influence communication preferences and time spent online. Using these various details to construct the current average client can greatly inform the best way to market moving forward.</p> <p>Besides the existing average client, marketing managers can move into defining <strong>the ideal client</strong>, which is a business owner’s preferred customer. While small business owners should appreciate all the business they can get (especially when first starting off), everyone has a type of person that they enjoy working with the most. Perhaps your ideal client is someone who is more likely to include a particular add-on service, or maybe brokers seem easier to work with. With an omnichannel marketing approach, business owners can target both the average successful conversion and the ideal conversion to actively grow their business with intentionality.</p> <p><span class="emphasis-secondary">Employing An “Omnichannel” Marketing Approach</span></p> <p><em>1. Identify <strong>where</strong> clients and customers are</em></p> <p>With the target client base in mind, online marketing will only be effective if your business’ brand is present on the platforms where your clients spend time. For most real estate agents, this means prioritizing Facebook social media posts, driving interactive, engaging content, and maybe exploring in Facebook ads. <em>Note: videos are great forms of content to integrate into audience-building social media posts. <a class="color-secondary" href="https://npifranchise.com/Blog/Posts/upgrading-your-social-media-marketing-with-videos">Check out our best tips</a> for using videos online!</em></p> <p>In markets where younger agents are becoming more active, exploring channels like Instagram, or even TikTok or Snapchat, might be useful. One benefit that home inspectors have is that in so many ways, their company’s brand is closely tied to them as a person–their face, their personality, and their name. Because of this branding, clients will be more comfortable engaging with home inspectors on social media platforms that are usually reserved for personal interactions rather than brand traffic. Wherever a business’ client base frequents, it’s important to have a presence in that space for effective marketing.</p> <p><em>2. Determine <strong>how</strong> they want to be contacted</em></p> <p>Locating an audience is just part of the omnichannel marketing equation, as different audiences prefer different sorts of interactions. For some, social media posts are the best way to make an impact, but for others (especially millennials) <a class="color-secondary" href="https://npifranchise.com/Blog/Posts/everything-you-need-to-know-to-make-your-next-email-campaign-a-success">email marketing campaigns</a> are the most effective form of brand-client interaction. The important thing to note with this point is that, although a client base might spend a lot of time on a platform, they might not be as willing to engage with branded content in that context.</p> <p>Although agents and brokers might not spend as much time reading their emails as they spend scrolling through Facebook, campaigns like email newsletters still tend to draw impressive returns. Marketing efforts with the highest number of conversions per impressions should be prioritized and might benefit from specific time investment for further optimization. For example, did you know that most home inspection industry emails are still viewed while on desktop by a wide margin, despite the prevalence of smartphones? With this in mind, spending too much time on optimizing an email for mobile might not be the best use of time (though these trends could easily change in the near future).</p> <p><em>3. <strong>Experiment</strong> to find cost-effective advertising</em></p> <p>With these details and approaches in mind, effective omnichannel marketers should have the confidence to put their theories into practice and try new types of content on new platforms. Some campaigns might not be as successful as predicted, while others could end up being a new go-to marketing strategy. Taking the time to reflect on the reasons for these successes or failures and tracking the overall trends of a particular market is what makes business owners innovators and leaders of their industry.</p> <p>Bringing appealing content straight to a client base is the main goal of the omnichannel marketing approach. As a final note, always be sure to maintain a consistent brand identity throughout the various channels and platforms, even though some areas online can feel more casual than others. Presenting a brand with consistent professionalism is the first step for staying top-of-mind for your client base.</p> <p><em>Interested in upgrading your online marketing strategy? Contact your <a class="color-secondary" href="mailto:marketing@npiweb.com">corporate NPI marketing team</a> to brainstorm your next virtual campaign!</em></p> <p><em>Want to learn more about the benefits of starting your own home inspection franchise? Speak with <a class="color-secondary" href="mailto:recruitment@npiweb.com">our recruiting coordinators</a> or <a class="color-secondary" href="https://npifranchise.com/learn-more">grab a free info packet</a> today!</em></p> <p> </p> <div class="row"> <div class="col-sm-3"><img src="https://www.npifranchise.com/Portals/npicorp2/Assets/Blog/stepha-05.jpg?ver=2019-03-11-142624-157" width="100%" /></div> <div class="col-sm-9"><span class="emphasis-secondary" style="font-size: 130%">About the Author</span><br /> <span class="emphasis-primary">Stepha Vesper, <em>Senior Marketing Communications Strategist</em></span><br /> Stepha holds two advanced writing degrees and has more than nine years’ experience creating blog articles, PR pitches, emails, website copy, print mailers, social media posts, newsletters, and taglines. Stepha also specializes in marketing training, strategy, and consultation, particularly in the areas of social media and email marketing. Her favorite part of her job at NPI is assisting franchisees with their digital marketing strategies so they reach their goals faster.</div> </div> 1542Black Hat SEO: Why You Should Avoid It As A Small Business Ownerhttps://www.npifranchise.com/Blog/Posts/PostId/1540/black-hat-seo-why-you-should-avoid-it-as-a-small-business-ownerMarketing,Social MediaTue, 29 Aug 2023 14:48:00 GMT<p><span style="font-size:26px;"><strong><span style="line-height: 1;">BLACK HAT SEO: WHY YOU SHOULD AVOID IT AS A SMALL BUSINESS OWNER</span></strong></span><br /> <em class="fa fa-calendar"></em> August 29, 2023 | <em class="fa fa-folder-open"></em> <a href="https://npiweb.com/Blog/Posts?Category=marketing">Marketing</a>, <a href="https://npiweb.com/Blog/Posts?Category=social-media">Social Media</a> | <em class="fa fa-tags"></em> <a href="https://npiweb.com/Blog/Posts/Tag/google">Google</a>, <a href="https://npiweb.com/Blog/Posts/Tag/business-website">business website</a>, <a href="https://npiweb.com/Blog/Posts/Tag/seo">SEO</a></p> <p><span class="emphasis-primary">By Zach Vesper, <em>NPI, Inc.'s Senior SEO & Marketing Strategist</em></span></p> <p>When running a small business, there are many facets of building a company that entrepreneurs will encounter for the very first time. Building relationships and developing marketing strategies are difficult tasks on their own, but business owners need to perform those actions all while ensuring that they have a viable, valuable product to offer their clientele. Needless to say, small business owners have a lot on their plates, which is why it’s important to find the right kind of help in areas where experience or knowledge might be lacking.</p> <p>One major area where small business owners are likely to be limited in their knowledge is SEO. Business websites that haven’t had the benefit of being reviewed by someone experienced with SEO are at a major disadvantage when it comes to online visibility, but there are many so-called “experts” who offer help that could ultimately set a business back considerably. To get an idea of why SEO is so important and how unethical optimization tactics can end up hurting your business, let’s discuss “Black Hat” search engine optimization.</p> <p><span class="emphasis-secondary">What is Search Engine Optimization (SEO)?</span><br /> Small business owners can have a great talent for customer service, but businesses that struggle to reach their customers will always have a difficult time getting their foot in the door within their market. This is where SEO comes into play.</p> <p>Put simply, search engine optimization (known commonly as SEO) is the practice of making things like websites and website content more easily discoverable on the internet through search engines such as Google, Bing, or Yahoo. The best actions that can boost a website’s SEO include relevant keyword research, meta description tags, and quality content that answers user’s queries. When solid SEO-improving principles are implemented, business websites will naturally (or “organically”) rank higher in Google searches over time, leading more clients and customers to find their information.</p> <p>These strategies are the most effective, but they can be too gradual for some. Small business owners who are looking for quicker results and are willing to cut corners might find themselves trying out other strategies known as “Black Hat SEO.” Black Hat SEO practices might provide short-term benefits, but business owners who implement these strategies are sure to regret them down the road.</p> <p><span class="emphasis-secondary">What is Black Hat SEO?</span><br /> “Black Hat SEO” is a term that calls back to old westerns that quickly split its ensemble into “good guys” (characters with white hats), and “bad guys” (characters with black hats). In the same spirit, SEO practices are largely divided by experts between ethical strategies (White Hat SEO), and the strategies that attempt to game the system or indulge in suspect motivations (Black Hat SEO). Here are a few examples of common Black Hat SEO tactics to watch out for:</p> <p>While this strategy may have worked well in the past, search engines have become much more capable of detecting content that isn’t of a high quality, or isn’t very reader friendly, which is often the result with sites that use keyword stuffing. Keyword targeting is an important part of good SEO tactics, and creating strong content is a better way to boost website traffic in the long run.</p> <p>Again, search engines have become more savvy nowadays. Even if this trick isn’t caught immediately and a website is artificially boosted, you should expect a hefty penalty once the hidden text is identified. When considering keywords, the best strategy is natural, organic incorporation into existing content, rather than using these manipulative Black Hat tactics.</p> <p>As can be expected, search engines have caught up with this dishonest tactic and are able to negate any benefits from these types of backlinking, and will penalize sites that engage in link farming. The best way to build up valuable backlinks is to develop and host relevant, helpful content that is worth referring to.</p> <ul> <li><strong>Keyword Stuffing</strong> involves an unnatural overuse of targeted words or phrases that you are trying to rank highly for. For example, “When you're looking to buy a <strong>home</strong>, a thorough <strong>home inspection</strong> is essential. Ensure that every corner of your potential new <strong>home</strong> is <strong>inspected</strong> by a professional. From basement to attic, <strong>home inspections</strong> provide peace of mind. Don't overlook the value of a <strong>comprehensive home inspection</strong>; it's crucial for any <strong>home buyer. Home inspection services</strong> are indispensable.” In the past, these spam-heavy strategies could manipulate search engines like Google into ranking a webpage higher than it normally would have for the selected terms.</li> <li><strong>Hidden Text</strong> is somewhat similar to keyword stuffing in that it involves placing targeted words or phrases unnaturally throughout a webpage. In this context, however, text will be placed in odd areas on the page, and their colors will be changed to make them completely unreadable or “invisible” for any website visitors. This might sound silly, but back in the day, this strategy allowed search engine crawlers to read and factor in these hidden keywords to boost rankings, without detracting from the reader’s experience like with keyword stuffing.</li> <li><strong>Link Farming</strong> refers to websites that are made only for linking back to other content, usually in exchange for money. Backlinks are important for websites to accrue over time since they are similar to a recommendation for that website’s content. When many reputable websites create links to your content, then these sites are saying that your information is valuable and worth directing their own audience towards.</li> </ul> <p>Many marketers and marketing groups are known to reach out to small business owners promising that they can positively impact their online SEO, increasing their website traffic, and boosting their ranking on Google. However, these marketers often employ Black Hat SEO tactics that are designed for quick, impactful results which will later be severely penalized by Google and other search engines. Automated systems and Google’s manual review teams search out unethical SEO practices, and will often pull an offending website’s ranking far lower than where it started or completely remove it from results.</p> <p>Business owners should be very wary of working with so-called SEO experts who make big promises, as they will become much harder to work with once their results have backfired. Instead, try working with people who have established a relationship of trust and a verifiable track record of SEO success.</p> <p><em>Looking to improve your online rankings? Contact <a class="color-secondary" href="mailto:marketing@npiweb.com">NPI's marketing team</a>! Want to learn more about the benefits of purchasing a franchise with National Property Inspections? Get your <a class="color-secondary" href="https://npifranchise.com/learn-more">free info packet</a> today!</em></p> <p> </p> <div class="row"> <div class="col-sm-3"><img src="https://www.npifranchise.com/Portals/npicorp2/Assets/Blog/zach-05.jpg?ver=2019-03-11-152018-130" width="100%" /></div> <div class="col-sm-9"><span class="emphasis-secondary" style="font-size: 130%">About the Author</span><br /> <span class="emphasis-primary">Zach Vesper, <em>Senior SEO & Marketing Strategist</em></span><br /> Zach brings twelve years of content marketing and nine years of search engine optimization (SEO) experience to the NPI in-house marketing team. His areas of expertise include building marketing plans that increase franchise sales, optimizing web content for search, crafting effective paid search campaigns, reputation management, and content strategy. Zach is always more than happy to answer your questions about all things Google and considers this the most important and enjoyable aspect of his job.</div> </div> 1540How To Take Pictures That Boost Engagement For Social Mediahttps://www.npifranchise.com/Blog/Posts/PostId/1522/how-to-take-pictures-that-boost-engagement-for-social-mediaMarketing,Social MediaTue, 08 Aug 2023 19:55:00 GMT<p><span style="font-size:26px;"><strong><span style="line-height: 1;">HOW TO TAKE PICTURES THAT BOOST ENGAGEMENT FOR SOCIAL MEDIA</span></strong></span><br /> <em class="fa fa-calendar"></em> August 8, 2023 | <em class="fa fa-folder-open"></em> <a href="https://npiweb.com/Blog/Posts?Category=marketing">Marketing</a>, <a href="https://npiweb.com/Blog/Posts?Category=social-media">Social Media</a> | <em class="fa fa-tags"></em> <a href="https://npiweb.com/Blog/Posts/Tag/facebook">Facebook</a>, <a href="https://npiweb.com/Blog/Posts/Tag/digital-marketing">digital marketing</a></p> <p><span class="emphasis-primary">By Melisa Rana, <em>NPI, Inc.'s Graphic Designer</em></span></p> <p>Managing a business’ social media page can be a lot of fun for the right marketing-minded owner, but for many, a lack of substantial engagement can quickly dampen any motivation for online interactions. Presence and activity are so important for growing businesses - so, how do you identify which pictures will drive engagement (comments, likes, shares, etc.)?</p> <p>Business owners don’t need to be professional photographers to learn how to take eye-catching pictures that make their followers pause. Here are a few tips to get started.</p> <p><span class="emphasis-secondary">Nail Down the Basics</span></p> <ol> <li><strong>You Don’t Need A Dedicated Camera</strong><br /> One misconception that too commonly keeps business owners from committing to posting pictures to social media is the need for a high-end camera. Every year, smartphones are becoming more and more sophisticated - and their cameras are no exception. Today, the cameras that are built right into phones can capture clear and professional images that are more than capable of engaging an audience. Lacking an expensive DSLR camera should not be a roadblock to get started!<br />  </li> <li><strong>Make Sure To Clean Your Lens</strong><br /> Every day, so many potentially great, but smudged pictures get uploaded to Facebook or Instagram. Take a test picture for clarity and simply wipe off your camera’s lens with your shirt or sweater. It may seem like a no-brainer, but this quick step might be the easiest way to elevate your social media game.<br />  </li> <li><strong>Take Plenty Of Pictures</strong><br /> Next, once you’ve found a subject worth sharing, don’t stop at just one picture, angle, or orientation. Smartphones have a surprising amount of memory, so feel free to experiment with tons of different vantage points and orientations. A discerning use of angles can emphasize depth and the size of the subject, and paying attention to the background (making sure the background is interesting, but not distracting) can further direct the viewer’s attention. There’s a good chance that an unexpected angle can lead to a surprisingly impactful picture which could have been missed by moving on too quickly.<br />  </li> <li><strong>Experiment With Editing</strong><br /> Editing can sound intimidating, but many phones come with their own tools that effectively enhance photos. In other words, no, you don’t need photoshop or some other editing software with a high learning curve. Targeting contrast and warmth is a great place to start to give every photo a more polished and presentable look. Note: it is important not to go overboard with editing! Pictures that lose a sense of realism will often have the opposite effect, discouraging your audience from engagement.<br />  </li> <li><strong>Always Remember Lighting</strong><br /> Finally, good lighting is an extremely important part of taking an appealing picture worth looking at. The first priority should be making the main focus of the picture as clear as possible, whether it’s a person, object, or landscape. Natural lighting is always a plus, so consider using windows to your advantage when taking pictures indoors. Just be sure to face away from the window! Any sources of light immediately behind your subject will be too bright, and ultimately darken the part of the photo that you should be highlighting.</li> </ol> <p><span class="emphasis-secondary">Find Engaging Subject Matter</span></p> <ol> <li><strong>Take Advantage Of Networking Events</strong><br /> Now that we’ve outlined the basics of taking a clean photo, you should be ready to start taking photos that interest your follower base. As a small business, your audience will enjoy seeing your company interact with your community and with other businesses through networking events. Your colleagues will be happy more often than not to take a picture or two to commemorate the event - just be sure to tag their socials and thank them for taking the time!<br /> <br /> Many businesses operate as a faceless brand on social media, making them much more difficult to relate to. Going out and volunteering as a representative of your business can be a powerful statement, plus it’s always nice to reinvest in your community.<br />  </li> <li><strong>People Are Drawn To Faces</strong><br /> Speaking of faces, it’s a well-known fact that posts that have real, living, breathing people in them are far more likely to receive engagement - which is vital for running a growing, effective social media page. While some people might be camera shy, pictures of employees, families, and pets are sure ways to motivate more interaction. Note: consider placing your subject off-center for a more intriguing photo. Pictures that place the subject directly in the center of the picture tend to draw less interest overall than pictures with a more interesting composition.<br />  </li> <li><strong>Take Pictures “On The Job”</strong><br /> Home inspectors encounter many odd defects and DIY fixes during their job, which are obviously tempting to share on social media. As a brief note of caution, pictures that speak too poorly of a home on the market probably shouldn’t be shared, and shots that might invade the privacy of a new homeowner should likewise only be shared with permission.<br /> <br /> Still these photos can be an opportunity to display your expertise to the public. The best photos should be easy to explain in the caption for someone without a home inspection background. Even photos of an inspector climbing a roof or exploring an attic can be engaging reminders that the business is active and capable.<br />  </li> <li><strong>Use Drone Shots For A New Viewpoint</strong><br /> Pictures of homes or other inspected properties (with permission) can also be engaging when taken well. As <a class="color-secondary" href="https://npifranchise.com/Blog/Posts/technologies-that-are-innovating-home-inspections">drones become more common</a> in the home inspection industry, new opportunities for striking, shareable photos arise (see what we did there?) with every job. These photos also will have the added benefit of reminding your audience of the unique services your business can provide (as long as you have the <a class="color-secondary" href="https://npiweb.com/Blog/Posts/property-inspections-are-reaching-new-heights-with-drones">proper certifications</a>).<br />  </li> <li><strong>Main Point: Pursue Variety</strong><br /> Photos certainly drive a lot of interest to social media pages, which leads to more likes, more follows, and more attention for your business. The important thing to consider when looking at your feed as a whole is to not become too repetitive! In the same way that profiles that only post graphics or articles can seem bland, a profile with only one kind of photo will feel repetitive. The best social media pages will incorporate a variety of photos with custom graphics and shared posts to drive engagement, getting the most out of your time investment.<br />  </li> </ol> <p><em>To learn more about how to beef up your social media activity, reach out to <a class="color-secondary" href="mailto:marketing@npiweb.com">our marketing team</a> to brainstorm! If you’d like to learn more about how franchising with NPI can benefit your marketing efforts, start with our <a class="color-secondary" href="https://npifranchise.com/learn-more">info packet</a>!</em></p> <p> </p> <div class="row"> <div class="col-sm-3"><img src="https://npifranchise.com/Portals/npicorp2/Assets/Blog/Additional%20Images/Authors/melisa.png" width="100%" /></div> <div class="col-sm-9"><span class="emphasis-secondary" style="font-size: 130%">About the Author</span><br /> <span class="emphasis-primary">Melisa Rana, <em>Graphic Designer</em></span><br /> Melisa graduated from the University of Nebraska Omaha with a B.F.A. in graphic design in 2022. As the team’s dedicated in-house graphic designer, she creates digital and print marketing collateral for NPI and GPI inspectors on a daily basis. With a background in layout design, brand identity, and photography, Melisa also creates visual content for our organization’s three blogs, email marketing campaigns, and social media accounts. She enjoys crafting professionally branded materials so our inspectors can always make a great first impression and stand out from their competition.</div> </div> 1522Standing Out From the Crowd with Content Marketinghttps://www.npifranchise.com/Blog/Posts/PostId/1519/standing-out-from-the-crowd-with-content-marketingBusiness Tips,Marketing,Social MediaTue, 18 Jul 2023 19:30:00 GMT<p><span style="font-size:26px;"><strong><span style="line-height: 1;">STANDING OUT FROM THE CROWD WITH CONTENT MARKETING</span></strong></span><br /> <em class="fa fa-calendar"></em> July 18, 2023 | <em class="fa fa-folder-open"></em> <a href="https://npiweb.com/Blog/Posts?Category=marketing">Marketing</a>, <a href="https://npiweb.com/Blog/Posts?Category=business-tips">Business Tips</a>, <a href="https://npiweb.com/Blog/Posts?Category=social-media">Social Media</a> | <em class="fa fa-tags"></em> <a href="https://npiweb.com/Blog/Posts/Tag/digital-marketing">digital marketing</a>, <a href="https://npiweb.com/Blog/Posts/Tag/email-marketing">email marketing</a>, <a href="https://npiweb.com/Blog/Posts/Tag/business-website">business website</a>, <a href="https://npiweb.com/Blog/Posts/Tag/facebook">Facebook</a>, <a href="https://npiweb.com/Blog/Posts/Tag/linkedin">LinkedIn</a>, <a href="https://npiweb.com/Blog/Posts/Tag/youtube">Youtube</a>, <a href="https://npiweb.com/Blog/Posts/Tag/google">Google</a>, <a href="https://npiweb.com/Blog/Posts/Tag/seo">SEO</a>, <a href="https://npiweb.com/Blog/Posts/Tag/paid-search">paid search</a></p> <p><span class="emphasis-primary">By Michael Trimble, <em>NPI, Inc.'s Content Marketing Coordinator</em></span></p> <p>Converting leads into actual customers can feel like an uphill battle at times. Business owners are tasked with finding an audience who might use their services, explaining why their service is relevant to that audience’s needs, and then providing enough evidence to prove that their services are more worth their audience’s time and money than the competition’s. Navigating all of these hurdles as one person is daunting, but owners should know that there is a workable solution.</p> <p>Content marketing is the life-blood for every business’ online activity, and more often than not, entrepreneurs that don’t have a good handle on their content marketing tend to have trouble engaging their clients. This is no reason to be intimidated, however. Small business owners have the opportunity to learn the gist of developing a content marketing plan in no time. But first, let’s discuss a few essentials.</p> <p><span class="emphasis-secondary">What is Content Marketing?</span><br /> Every social media post, blog article, infographic, and video tutorial released by a business is a form of content marketing. While content marketing can come in many, many different forms, they all have a shared intention to ultimately promote the use of a business’ products and/or services.</p> <p>Just as converting a sale isn’t a one-step process, though, different forms of content marketing are better suited to tackle supporting business from different angles. A home inspector has a set of tools for different situations, and a content marketer has different types of content that excel for different purposes. For a couple of examples:</p> <ul> <li><strong>Social Media</strong> is not so new to marketing anymore, and this category can really be divided further into different platforms for different uses (LinkedIn to target professionals, TikTok to target Gen Z, and Facebook or Instagram for Millenials). Social media marketing is a valuable way to initiate direct contact with an audience, which builds familiarity and trust.</li> <li><strong>Blogs</strong> have the power to increase traffic to a business website and they can drive a brand’s authority within their industry. Natural, organic website traffic is important for new clients and customers to discover a brand. Blogs provide many benefits for online business, learn more <a class="color-secondary" href="https://npifranchise.com/Blog/Posts/5-ways-that-blogs-boost-your-small-business">here</a>!</li> <li><strong>Email Marketing</strong> is distinct from blogs in that they are great at reaching an existing audience in particular. Some industries do have success using email marketing to reach out to new clients as well, but content like newsletters that are delivered through email campaigns are great for keeping a business top of mind. In industries where ongoing relationships lead to the majority of business interactions, email marketing is king.<br />  </li> </ul> <p><span class="emphasis-secondary">The Goals of Content Marketing</span><br /> Marketers with a wide skill set in content creation will have access to these previously mentioned “tools” and many more. Their knowledge of when and how to use them is what can really elevate a business above their competition. Regardless of which medium they select, all forms of content marketing will work towards the same collection of goals to benefit the business overall.</p> <p>First, content marketing needs to show a business’ client-base exactly how their company is different from the other guys. Maybe a business’ services are of a unique, premium quality, or maybe remarkable customer service is a business’ calling card. The messaging employed in content marketing should match up with the business’ overall design philosophy to create an easily recognizable and distinct <strong><em>brand</em></strong> that clients will remember when their services are needed.</p> <p>After clarifying the details that differentiate the business, good content marketing is designed to reach and engage a specific audience. Strong marketers will find a way to bring their content to their desired audience, whether they are most easily reached on Facebook, through email, or they spend their time on TikTok. Experimenting with new platforms and recording how those platforms perform in regards to engagement and conversion rates are important to develop a lasting content marketing plan.</p> <p>With an identity and location in mind, marketers can focus on generating the actual content. Overall, people like to work with people who are capable, reliable, and trustworthy, so a business’ content marketing should work to reflect these attributes. Though content marketing can do a lot of heavy lifting in these regards, business owners should always remember that they are often the face of their company. When their actions work against their business’ brand or are contrary to these positive attributes, their marketing content will likewise fall flat.</p> <p>Following these guidelines is the first step toward developing a content marketing plan. Of course, business owners shouldn’t expect to accomplish a comprehensive content marketing strategy all on their own, however. Every successful entrepreneur should be supported by a first-rate team. To learn more about helping new hires become invaluable team members, <a class="color-secondary" href="https://npifranchise.com/Blog/Posts/from-rookie-to-asset-tips-for-training-new-employees">click here</a>!</p> <p><em>NPI franchisees have the benefit of using a brand backed by 35 years of excellence! Request a <a class="color-secondary" href="https://npifranchise.com/learn-more">free info packet</a> to learn more about starting your own property inspection franchise, or reach out to our <a class="color-secondary" href="recruitment@npiweb.com">recruitment team</a> today!</em></p> <p> </p> <div class="row"> <div class="col-sm-3"><img src="https://npifranchise.com/Portals/npicorp2/Assets/Blog/Additional%20Images/Authors/author-photo_michael-trimble-01.jpg" width="100%" /></div> <div class="col-sm-9"><span class="emphasis-secondary" style="font-size: 130%">About the Author</span><br /> <span class="emphasis-primary">Michael Trimble, <em>Content Marketing Coordinator</em></span><br /> A graduate of the University of South Dakota, Michael has a B.A. in International Studies and English. With a background in research and writing, Michael contributes to NPI’s corporate marketing team as a copywriter and content strategist.</div> </div> 15195 Strategies to Get More Reviews for Your Small Businesshttps://www.npifranchise.com/Blog/Posts/PostId/1510/5-strategies-to-get-more-reviews-for-your-small-businessMarketing,Social MediaTue, 30 May 2023 18:02:00 GMT<p><span style="font-size:26px;"><strong><span style="line-height: 1;">5 STRATEGIES TO GET MORE REVIEWS FOR YOUR SMALL BUSINESS</span></strong></span><br /> <em class="fa fa-calendar"></em> May 30, 2023 | <em class="fa fa-folder-open"></em> <a href="https://npiweb.com/Blog/Posts?Category=marketing">Marketing</a>, <a href="https://npiweb.com/Blog/Posts?Category=social-media">Social Media</a> | <em class="fa fa-tags"></em> <a href="https://npiweb.com/Blog/Posts/Tag/client-satisfaction">client satisfaction</a>, <a href="https://npiweb.com/Blog/Posts/Tag/google">Google</a>, <a href="https://npiweb.com/Blog/Posts/Tag/facebook">Facebook</a>, <a href="https://npiweb.com/Blog/Posts/Tag/seo">SEO</a></p> <p><span class="emphasis-primary">By Zach Vesper, <em>Senior SEO & Marketing Strategist</em></span></p> <p><em> </em></p> <p>Let’s say you’re heading out to eat in an unfamiliar city. You want to try something unique and high-quality, but searching online leaves you with an endless list of options. Mood and taste will certainly come into the picture, but how do you make your final choice? Check the reviews.</p> <p>Across all industries that rely on pulling in new clients and customers consistently, online reviews are crucial for instilling confidence in service quality. Adding positive reviews on websites like Google, Facebook, and Yelp improves where small businesses rank on Google and increases overall visibility through SEO. According to marketing analysts at <a class="color-secondary" href="https://www.entrepreneur.com/growing-a-business/whos-managing-your-online-reviews/288123#:~:text=88%20percent%20of%20consumers%20trust,business%20with%20%22excellent%22%20reviews" target="_blank">Entrepreneur.com</a>, 88% of consumers trust online reviews as much as personal recommendations. To start improving upon your online advocacy channels, here are some great strategies for getting more reviews online.</p> <ol> <li><strong>Ask For Reviews In Person</strong><br /> Though it may seem obvious, inspectors should get into the practice of asking for reviews in person at the end of their inspections. Especially when clients seem satisfied with their experience, direct them towards your Google and Facebook to leave feedback while explaining how much reviews help your business. Clients are more likely to leave reviews if they are simply prompted to do so, but the biggest hurdle that might dissuade them from leaving a review is when the process seems too difficult or time-consuming.<br /> <br /> Owners should make leaving a review as easy as possible by providing direct links to their Google or Facebook business page. In addition, marketing materials with QR codes can be customized to make the review process easier than ever. Incorporate asking for reviews at the end of your closing process, and you’ll start seeing more reviews naturally. <br />  </li> <li><strong>Ask For Reviews Through Email</strong><br /> Once your clients start hearing that consistent reminder to leave reviews, you can follow up after the fact in a number of different ways. Email campaigns that are focused on gathering reviews from your core client base is a great place to get started!<br /> <br /> Emails can capitalize best on ease of experience since they can feature simple single-click buttons that take your audience directly to your Google, Facebook, and Yelp pages. In these campaigns, it can also be useful to remind your clients that their reviews don’t need to be too long or complicated! Expressing their experience in simple terms, even through just a few short sentences will be substantially beneficial to your business!<br /> <br /> In addition, links to your business website (which should be included in all of your campaigns) can feature past reviews and display calls to action, prompting your website visitors to leave additional reviews. When your website, your email campaigns, and your social media are all working together, positive reviews can come in from all angles. <br />  </li> <li><strong>Ask For Reviews Through Social Media</strong><br /> Speaking of social media, occasionally prompting followers to leave feedback is another great way to access your existing audience for your business’ benefit. Though you should be sensitive to not spam your audience with self promotion or overly “sales-y” content too often, odds are that your followers already hold a positive opinion of your services. Again, direct links in these social media posts should be added so that your audience is burdened with as little effort as possible in this process. They are doing you a favor, after all!<br /> <br /> Another method of promoting reviews on social media is by sharing five-star reviews either through custom graphics or through various services that can automatically convert reviews into social media posts. Followers who see that other positive reviews receive a shoutout may be incentivized into doing the same for a bit of extra interaction. Social media platforms are all about interaction, and all indications suggest that it’s through a responsive policy that businesses appear more human and likable online.<br />  </li> <li><strong>Invite Reviews By Being Responsive</strong><br /> This brings us to how you should operate directly on your review platforms. Best practices on Google, Facebook, and Yelp are to always craft a response to every review received - whether they are good or…not so good. One-star reviews are something that no business owner wants to see–not only does that mean a client or customer was dissatisfied with their service, but it can seem like a big red flag telling future potential clients to “turn away, now!” The truth is that one-star reviews aren’t always as bad as you think.<br /> <br /> Some have suggested that a perfect five-star score can actually appear suspicious, and that most clients actually expect imperfect review histories. 1-star reviews provide an opportunity for your business to publicly display how you handle disagreements and, when conducting yourself with professionalism and maturity, a strong 1-star review response can actually be a boon for your business!<br /> <br /> According to online review software company <a class="color-secondary" href="https://www.reviewtrackers.com/reports/online-reviews-survey/" target="_blank">Reviewtrackers</a>, 45% of consumers actually said that they are more likely to visit a business if they respond to negative reviews. Consistently providing good service and being responsive to reviews will motivate clients to leave positive reviews and, over time, you can build your sterling online reputation.<br />  </li> <li><strong>Provide Excellent Service</strong><br /> Finally, the most important motivator that contributes to more positive (five-star) reviews is simply doing your job well! SEO experts at <a class="color-secondary" href="https://www.brightlocal.com/research/local-consumer-review-survey/#how-many-consumers-write-reviews-and-for-what-types-of-experiences" target="_blank">brightlocal.com</a> explain that the number one reason why consumers leave a positive review is that they feel the business went “above and beyond” the expected service. Although all of the previously mentioned strategies are sure to help bring in more reviews, they will work much more effectively when supported by top-of-the-line service.  <br />  </li> </ol> <p>For more help building your online marketing strategy, reach out to your <a class="color-secondary" href="mailto:marketing@npiweb.com">Omaha marketing team</a>. today! If you’re interested in learning more about franchising with NPI, get your <a class="color-secondary" href="https://npifranchise.com/learn-more">free info packet</a>.</p> <p> </p> <div class="row"> <div class="col-sm-3"><img src="https://www.npifranchise.com/Portals/npicorp2/Assets/Blog/zach-05.jpg?ver=2019-03-11-152018-130" width="100%" /></div> <div class="col-sm-9"><span class="emphasis-secondary" style="font-size: 130%">About the Author</span><br /> <span class="emphasis-primary">Zach Vesper, Senior SEO & Marketing Strategist</span><br /> Zach brings twelve years of content marketing and nine years of search engine optimization (SEO) experience to the NPI in-house marketing team. His areas of expertise include building marketing plans that increase franchise sales, optimizing web content for search, crafting effective paid search campaigns, reputation management, and content strategy. Zach is always more than happy to answer your questions about all things Google and considers this the most important and enjoyable aspect of his job.</div> </div> 1510Expanding Your Online Following with YouTubehttps://www.npifranchise.com/Blog/Posts/PostId/1506/expanding-your-online-following-with-youtubeMarketing,Social MediaTue, 23 May 2023 17:50:00 GMT<p><span style="font-size:26px;"><strong><span style="line-height: 1;">EXPANDING YOUR ONLINE FOLLOWING WITH YOUTUBE</span></strong></span><br /> <em class="fa fa-calendar"></em> May 23, 2023 | <em class="fa fa-folder-open"></em> <a href="https://npiweb.com/Blog/Posts?Category=marketing">Marketing</a>, <a href="https://npiweb.com/Blog/Posts?Category=social-media">Social Media</a> | <em class="fa fa-tags"></em> <a href="https://npiweb.com/Blog/Posts/Tag/youtube">YouTube</a>, <a href="https://npiweb.com/Blog/Posts/Tag/digital-marketing">digital marketing</a>, <a href="https://npiweb.com/Blog/Posts/Tag/seo">SEO</a>, <a href="https://npiweb.com/Blog/Posts/Tag/business-website">business website</a>, <a href="https://npiweb.com/Blog/Posts/Tag/facebook">Facebook</a>, <a href="https://npiweb.com/Blog/Posts/Tag/linkedin">LinkedIn</a></p> <p><span class="emphasis-primary">By Sydney Bailey, <em>Director of Marketing</em></span></p> <p>Successful small business owners know the incredible value that a fully optimized online presence brings to their business. Facebook, Google Business, and LinkedIn all work alongside a professional business website to direct and convert visitors into clients. Depending on the industry, business owners might prioritize some of these platforms over others, but it’s clear that each plays an important role for small businesses. One platform that might get overlooked more often than it should is YouTube.</p> <p>Receiving billions of new views and videos every single day, YouTube’s international footprint is astounding. Present in over 100 countries around the world, the video-hosting website is also localized in 80 different languages. But with that said, small businesses usually aren’t interested in reaching an international, or even a national audience. Small business owners are rightly more concerned with reaching clients in their own cities. So this begs the question: How can YouTube be a benefit to small businesses?</p> <p><span class="emphasis-secondary">How Can YouTube Benefit Businesses at a Local Level? </span><br /> Out of all social media platforms on the market today, YouTube is perhaps best known for its intensely competitive nature. Vastly popular creators tend to dominate attention, and often leaving lesser-known channels to struggle to gain any traction at all. Small business owners who are considering how they can use YouTube as part of their marketing strategy should be realistic about what success means for them on the platform and develop a plan to track that success.</p> <p>Small businesses can create business channels and upload videos to reach a new audience that may not be present on Facebook or LinkedIn. As owners employ this strategy, their goal should not be to go viral or have their videos reach millions of views. Small business owners should be looking to convert their efforts into leads for their services and expand the reach of their marketing.</p> <p>The first thing that business owners should recognize is that <a class="color-secondary" href="https://npifranchise.com/Blog/Posts/upgrading-your-social-media-marketing-with-videos">videos are powerful attention-grabbers</a> on all platforms. Everything posted on YouTube can (and should) be reposted on Facebook, LinkedIn, and even hosted on your business website. Videos are fantastic for search engine optimization since they capture attention for longer than images alone, and smart usage of calls-to-action should always direct viewers right back to the business website. With that said, small business owners can easily see their efforts go to waste if they don’t have an effective YouTube strategy.</p> <p><span class="emphasis-secondary">How To Develop A Strong YouTube Marketing Strategy</span><br /> The two pillars of YouTube success are quality and consistency. Small businesses don’t need the most expensive or impressive equipment to get started, but videos should meet at least a base level of tolerability for viewers. Make sure your videos aren’t shaky to watch or hard to hear. Your production doesn’t have to be pristine, but do your best to make sure the video isn’t painful for the viewer.</p> <p>Once a comfortable video-production process has been outlined, it’s important to maintain a standard level of quality and to make the general structure and content of future videos stay complementary and related. Viewers are more likely to continue tuning in to future videos if they know what to expect each time. If videos are uploaded inconsistently or if each new entry varies wildly from previous videos, business owners aren’t capitalizing on their previous work effectively. Videos should be viewed as extensions of the company’s brand, and small business owners should be very aware of the <a class="color-secondary" href="https://npifranchise.com/Blog/Posts/design-features-that-will-catch-your-clients-eye">value gained from consistent branding</a>.</p> <p>The final key to positive performance on YouTube is the same as all social media platforms. Engagement is king. Responding to comments on videos, then sharing videos to other social media platforms and doing the same there is a great way to promote relevant conversations. In addition, business owners should consider collaborating with other local businesses in their area (especially businesses that provide complementary services, rather than direct competition). By associating with other businesses in the area, owners have an opportunity to tap into an additional local audience.</p> <p><em>YouTube could be a hidden marketing resource that is underutilized in your area. If you’d like to learn more about how to make strong, engaging videos on social media, check out our <a class="color-secondary" href="https://npifranchise.com/Blog/Posts/upgrading-your-social-media-marketing-with-videos">previous article</a> on the subject. If you'd like to learn more about the marketing resources gained when franchising with NPI, request a <a class="color-secondary" href="https://npifranchise.com/learn-more">free info packet</a>, and contact our <a class="color-secondary" href="mailto:recruitment@npiweb.com">recruitment team</a> today!</em></p> <p> </p> <div class="row"> <div class="col-sm-3"><img src="https://npifranchise.com/Portals/npicorp2/Assets/Blog/Additional Images/Authors/author-photos_sydney-01.jpg?ver=K8BsXAplR-IfRPbOmaYoRw%3d%3d" width="100%" /></div> <div class="col-sm-9"><span class="emphasis-secondary" style="font-size: 130%">About the Author</span><br /> <span class="emphasis-primary">Sydney Bailey, <em>Director of Marketing</em></span><br /> Sydney specializes in creative marketing strategy. In her current role, she leads the marketing department in implementing new initiatives to increase business for NPI and GPI franchisees. With experience in brand development, public relations, project management, and art direction, she also serves as NPI's in-house graphic and web designer. Sydney supports our franchisees on a daily basis with all of their print and digital design needs. Have an idea about a new campaign? Sydney will turn it into a reality!</div> </div> 1506Level Up Your Digital Marketing with LinkedInhttps://www.npifranchise.com/Blog/Posts/PostId/1504/level-up-your-digital-marketing-with-linkedinBusiness Tips,Marketing,Social MediaTue, 09 May 2023 15:42:00 GMT<p><span style="font-size:26px;"><strong><span style="line-height: 1;">LEVEL UP YOUR DIGITAL MARKETING WITH LINKEDIN</span></strong></span><br /> <em class="fa fa-calendar"></em> May 9, 2023 | <em class="fa fa-folder-open"></em> <a href="https://npiweb.com/Blog/Posts?Category=business-tips">Business Tips</a>, <a href="https://npiweb.com/Blog/Posts?Category=marketing">Marketing</a>, <a href="https://npiweb.com/Blog/Posts?Category=social-media">Social Media</a> | <em class="fa fa-tags"></em> <a href="https://npiweb.com/Blog/Posts/Tag/hiring">hiring</a>, <a href="https://npiweb.com/Blog/Posts/Tag/networking">networking</a>, <a href="https://npiweb.com/Blog/Posts/Tag/facebook">Facebook</a>, <a href="https://npiweb.com/Blog/Posts/Tag/linkedin">LinkedIn</a></p> <p><span class="emphasis-primary">By Zach Vesper, <em>Senior SEO and Marketing Strategist</em></span></p> <p>We’ve previously discussed <a class="color-secondary" href="https://npifranchise.com/Blog/Posts/how-to-get-the-most-out-of-your-linkedin-profile">best practices for getting set up on LinkedIn</a> as a small business, but as new features and opportunities become available, it can be difficult to know how to navigate through LinkedIn’s tools effectively. LinkedIn stands out from the crowd due to its focus as a business-oriented digital networking platform. As such, LinkedIn should not always be treated the same as platforms like Facebook, Instagram, Twitter, or TikTok.</p> <p>If you are looking to expand the use of your LinkedIn Business Page, it’s important to understand the strengths and weaknesses of LinkedIn as a platform. To optimize our efforts, let’s take a minute to explore LinkedIn’s unique features and how you can use them to strengthen your business’ presence online.</p> <p><span class="emphasis-secondary">Reviewing the Strengths of LinkedIn</span><br /> In many ways, LinkedIn is set up similarly to other social media platforms. LinkedIn allows users to post content and build an audience over time, it promotes engagement, and it invites users to interact with relevant content based on what their interests are as determined by LinkedIn’s own algorithm. The main distinguisher of LinkedIn is its intended function as a social platform for businesses and business owners to network with other professionals in their industry.</p> <p>It is fair to compare a personal LinkedIn profile to a resume since it is modeled primarily around skills, background education, and work experience. With these characteristics in mind, it may be helpful to imagine the best demeanor on LinkedIn as similar to Facebook, but while wearing a button-down. Memes and jokes have their place, and a more conversational tone can be valuable and relatable at times. On LinkedIn, businesses will instead benefit from embracing a professional tone.</p> <p><span class="emphasis-secondary">How To Use LinkedIn’s Strengths To Your Benefit</span><br /> With the strengths of LinkedIn as a platform better explained, let’s discuss how to best use LinkedIn’s tools to elevate your business.</p> <ul> <li><strong>Focus on Creating Connections</strong><br /> Inspectors can begin new relationships by presenting themselves as experts in their field on LinkedIn. Inspectors can plan to partner with other industry experts on LinkedIn to transition into a public speaking appearance, or to develop a presence at other relevant community events. Any opportunity that business owners can get to bring their knowledge directly in front of potential industry partners is something that they should prioritize.<br />  </li> <li><strong>Post as a Thought Leader</strong><br /> As previously mentioned, while LinkedIn functions similarly to other social media platforms, the expectations surrounding conduct are fairly different. Business owners should keep in mind their goals of how they want to present their company with every post. In short, this means that things like company updates, new service/product launches, employee spotlights, and industry-specific blog articles are the types of content that users expect to encounter on LinkedIn.<br /> <br /> Posts that emphasize a business owner’s knowledge and participation in the ongoing discussions dominating their industry are key to establishing themselves as a leader and driver of their business sector, as well. This means that high-quality, and higher-effort posts might be required on LinkedIn, but rules that can make businesses successful on other platforms still apply to LinkedIn, as well.<br /> <br /> Images should always be attached to LinkedIn posts (though a collection of 3-4 images would be even better). Additionally, videos are fantastic when it comes to making an impact on LinkedIn’s algorithm, since they tend to encourage the audience to spend more time viewing a post’s content. After posting, it is crucial to capitalize on any engagement by replying to questions or reacting to comments. An audience is always more likely to react to content if they feel that it may garner a reaction.<br />  </li> <li><strong>Find Partners to Expand Your Business</strong><br /> One important distinction that should be made about LinkedIn, when compared to Facebook, for example, is that the majority of activity should be done through a personal page (in comparison to primary activity with a business page on Facebook). This doesn’t mean that a business page should be ignored on LinkedIn, however.<br /> <br /> Business owners should create their company page and link it to their personal account, then have any employees do the same (with their own professionally updated personal profiles). While LinkedIn is also known for their job search and hiring functions, success with these features varies greatly depending on industry and region. For the home inspection field, it may be more effective to simply treat LinkedIn as a professional relationship-building platform rather than opting for the significant investment of a LinkedIn job listing when hiring.<br /> <br /> Lastly, business listings should ideally have their own content loop on top of the posts from an owner’s personal page. Potential industry partners or future employees that happen upon an inactive business page may question its recent relevance, which could be avoided by planning out a post or two each week.</li> </ul> <p><em>Want to improve your presence elsewhere on social media? Contact your <a class="color-secondary" href="mailto:marketing@npiweb.com">NPI marketing team</a> for a social media onboarding, refresher, or to brainstorm new ideas! If you want to learn more about how franchising will elevate all of your marketing efforts, request a <a class="color-secondary" href="https://npifranchise.com/learn-more">free info packet</a>, and contact our <a class="color-secondary" href="mailto:recruitment@npiweb.com">recruitment team</a> today!</em></p> <p> </p> <div class="row"> <div class="col-sm-3"><img src="https://www.npifranchise.com/Portals/npicorp2/Assets/Blog/zach-05.jpg?ver=2019-03-11-152018-130" width="100%" /></div> <div class="col-sm-9"><span class="emphasis-secondary" style="font-size: 130%">About the Author</span><br /> <span class="emphasis-primary">Zach Vesper, <em>Senior SEO and Marketing Strategist</em></span><br /> Zach brings more than six years of SEO experience to the table, making him your go-to web optimization specialist--he knows how to help your website reach the first page! He's always more than happy to answer your questions about all things Google. Zach is a film buff, an old-fashioned connoisseur and an avid reader of science fiction. When he’s not working, he’s hanging out with his wife, Stepha.</div> </div> 1504How To Strengthen Engagement on Social Media Through Storytellinghttps://www.npifranchise.com/Blog/Posts/PostId/1485/how-to-strengthen-engagement-on-social-media-through-storytellingMarketing,Social MediaTue, 11 Apr 2023 14:31:00 GMT<p><span style="font-size:26px;"><strong><span style="line-height: 1;">HOW TO STRENGTHEN ENGAGEMENT ON SOCIAL MEDIA THROUGH STORYTELLING</span></strong></span><br /> <em class="fa fa-calendar"></em> April 11, 2023 | <em class="fa fa-folder-open"></em> <a href="https://npiweb.com/Blog/Posts?Category=marketing">Marketing</a>, <em class="fa fa-folder-open"></em> <a href="https://npiweb.com/Blog/Posts?Category=social-media">Social Media</a> | <em class="fa fa-tags"></em> <a href="https://npiweb.com/Blog/Posts/Tag/digital-marketing">digital marketing</a>, <a href="https://npiweb.com/Blog/Posts/Tag/facebook">Facebook</a>, <a href="https://npiweb.com/Blog/Posts/Tag/linkedin">LinkedIn</a></p> <p><span class="emphasis-primary">By Michael Trimble, <em>NPI, Inc.'s Content Marketing Coordinator</em></span></p> <p>Developing a strong social media strategy can sometimes feel like an uphill battle for small business owners. Especially if you don’t have a dedicated employee running your social media, balancing a consistent posting schedule with unique, quality posts can be overwhelming. A strong social media presence takes a lot of effort, and it can be disheartening if all that effort doesn’t result in the online traction that you’re wanting.</p> <p>While every industry and audience will have different needs, one key way that small business owners can take their social media marketing to the next level is through storytelling. Stories are a powerful way to market your business when applied successfully. Let’s take a minute to learn more about the best techniques (and check out a few fabulous examples)!</p> <p><span class="emphasis-secondary">Why Use Storytelling on Social Media?</span><br /> Social media has wildly changed the overall marketing strategy of small businesses. Today, the best way for businesses to get the attention of their target audience is often through interacting with them online. However, online users are inundated with sales pitches online, and they’re less likely to engage with content that they classify as an advertisement. To maximize engagement on your business’s social media page, your content should be relatable and built on trust.</p> <p>Storytelling on social media is a strategy that translates to conveying a specific event or series of connected events in order to relay a specific message. These targeted messages should be pointed towards aspects of the business such as trustworthiness, community-driven outreach, or customer-minded service. For a story to be effective, it has to be rooted in authenticity.</p> <p>According to <a class="color-secondary" href="https://cepr.org/voxeu/columns/stories-statistics-and-memory" target="_blank">this study</a> conducted by the Centre for Economic Policy Research (CEPR), stories have an impressive staying power in people’s memories. For example, when we think about the power of statistics, hard numbers have a stronger immediate impact on belief, but the effect of stories on people’s beliefs last much longer. With these findings in mind, businesses should look to tell stories in their marketing so their services will have staying power in the minds of their consumers.</p> <p><span class="emphasis-secondary">How To Use Storytelling on Social Media</span><br /> Now that we’ve established the power of stories, you may be wondering how “story-centered” social media posts differ from regular posts. A good place to start with a post based on storytelling is through a long-form post. Facebook posts don’t have a limit on word count, so business owners aren’t limited on this channel like with other platforms.</p> <p>Our franchisees in Fort Wayne, Indiana, did a great job with this recent <a class="color-secondary" href="https://www.facebook.com/NPIFortWayne/posts/pfbid0213L9RF7UA38WZ4RhfDe3gr39sesgtmy25XAyP1qGQsTeMgABy7NpxPo8jz9eKPBjl" target="_blank">charitable giving campaign</a> in honor of Memorial Day. In this post, one of their core traits as a veteran-owned business who gives back to their community is reinforced. In addition, the powerful story they share is sure to have substantial staying-power with their audience.</p> <p>Another NPI franchisee that has a talent for a different type of storytelling is from NPI Sioux Empire. In <a class="color-secondary" href="https://www.facebook.com/reel/793131381578766" target="_blank">this video</a>, owner Brian Shabino captures his audience’s attention and tells a hilarious story that’s happening in real time. With humorous anecdotes like these, business owners can humanize themselves and show their relatability. We also already know that <a class="color-secondary" href="https://npifranchise.com/Blog/Posts/upgrading-your-social-media-marketing-with-videos">videos are great for social media marketing</a>, so this piece of short-form content can pull a lot of weight in Brian’s online marketing strategy.</p> <p><em>To learn more about social media marketing, stick right here for <a class="color-secondary" href="https://npifranchise.com/Blog/Posts/4-quick-tips-for-making-the-most-of-small-business-social-media">more insights and marketing strategies</a>. Every NPI franchise has full access to our dedicated team of marketing and social media professionals. <a class="color-secondary" href="https://npifranchise.com/learn-more">Learn more</a> about the benefits of becoming a franchisee with NPI today!</em></p> <p> </p> <div class="row"> <div class="col-sm-3"><img src="https://npifranchise.com/Portals/npicorp2/Assets/Blog/Additional Images/Authors/author-photo_michael-trimble-01.jpg" width="100%" /></div> <div class="col-sm-9"><span class="emphasis-secondary" style="font-size: 130%">About the Author</span><br /> <span class="emphasis-primary">Michael Trimble, <em>Content Marketing Coordinator</em></span><br /> A graduate of the University of South Dakota, Michael has a B.A. in International Studies and English. With a background in research and writing, Michael contributes to NPI’s corporate marketing team as a copywriter and content strategist.</div> </div> 1485Design Features that Will Catch Your Client's Eyehttps://www.npifranchise.com/Blog/Posts/PostId/1478/design-features-that-will-catch-your-clients-eyeFranchise,Marketing,Social MediaTue, 21 Mar 2023 18:55:00 GMT<p><span style="font-size:26px;"><strong><span style="line-height: 1;">DESIGN FEATURES THAT WILL CATCH YOUR CLIENT'S EYE</span></strong></span><br /> <em class="fa fa-calendar"></em> March 21, 2023 | <em class="fa fa-folder-open"></em> <a href="https://npiweb.com/Blog/Posts?Category=marketing">Marketing</a>, <a href="https://npiweb.com/Blog/Posts?Category=social-media">Social Media</a>, <a href="https://npiweb.com/Blog/Posts?Category=franchise">Franchise</a> | <em class="fa fa-tags"></em> <a href="https://npiweb.com/Blog/Posts/Tag/email-marketing">email marketing</a>, <a href="https://npiweb.com/Blog/Posts/Tag/digital-marketing">digital marketing</a>, <a href="https://npiweb.com/Blog/Posts/Tag/business-website">business website</a></p> <p><span class="emphasis-primary">By Melisa Rana, <em>NPI, Inc.'s Graphic Designer</em></span></p> <p>When developing an overall brand for your business, there are many aspects that need to be considered in order to establish an image that is cohesive, strong, and recognizable. Your brand is displayed through every facet of your business: through the products or services that you deliver, through your customer service, and through your unique attention to detail. But when talking about how you plan on displaying your brand visually, this is where the fundamentals of graphic design come in.</p> <p>Through strong graphic design techniques, you can develop a brand that is recognizable while also conveying what makes your business unique in an efficient and effective manner. To get a better idea of how you can capitalize on your brand, let’s review some of the features of graphic design that help define your business.</p> <p><span class="emphasis-secondary">Typography Reinforces Your Tone</span><br /> Although typography is crucial to your business, this fundamental building block of graphic design is often woefully overlooked. Typography refers to the specific design, font pairings, and representation of the words on any marketing materials, websites, and other works either online or printed. While this aspect tends to be one that is rarely on the forefront of a business owner or client’s mind, this is the first part of a brand that a graphic designer needs to get right.</p> <p>Typefaces are generally divided into three categories: serifs, sans-serifs, and decorative. Serifs make use of small tails at the end of a stroke on each letter and generally give off an air of tradition, trust, and authority. Meanwhile sans-serifs (meaning <em>without serifs</em>) are characterized by their lack of these tail marks. Sans-serif fonts tend to give off a bold, modern feel to a reader, and they are known to be especially readable from further distances.</p> <p>Regardless of the fonts that are chosen, it’s important to consistently utilize your selected fonts, typeface style, and font pairings throughout all of your marketing materials. Your unique typefaces will be what clients and customers see when they learn more about your business or your services, so it’s important to establish your tone early on and build a recognizable, unique style without sacrificing readability. In short, consistent, unique fonts that reinforce your business’ tone is the first step towards building a strong brand.</p> <p><span class="emphasis-secondary">Color Conveys Your Personality</span><br /> Once you’ve established your tone, the next most important piece of your business’ graphic design strategy is color. Every color has the power to evoke an emotion and its consistent use is what reinforces your brand’s identity. The psychology of color and the strategies of color selection are known as color theory.</p> <p>People use color theory every day without even realizing it, and many are familiar with how some colors can subconsciously influence mood. For example, the color red is commonly associated with anger or caution, while the color blue frequently evokes more calming moods. In marketing and graphic design, these connotations are similarly taken into consideration in order to reinforce your brand.</p> <p>For example, a serif font may have already been chosen as a primary typeface in order to help establish your business as one with a long legacy that can be trusted. One color that might be smart to pair with this typeface might be a dark green which is commonly associated with stability. With these two initial building blocks, your business begins to build a recognizable visual brand based on feelings of trustworthiness, reliability, and credibility.</p> <p><span class="emphasis-secondary">Select Images With Care</span><br /> While color and typography cover a large part of your brand identity, it’s important to also consider the importance of images. Images are a powerful tool to break up your informative pieces and catch the attention of potential clients. Additionally, images have the ability to convey a large amount of information in a small amount of time.</p> <p>Images might be broadly divided into the categories of photographs, images, and graphics. Depending on what piece you’re working on, a different visual element may be selected to reinforce your message. For example, photographs are usually regarded as concrete and factual (since they depict elements as they are represented in the world). Photographs might be used to build authority on a fact or provide evidence on a particular subject.</p> <p>On the other hand, illustrations have great potential as tools for storytelling and communicating statistics. When describing intangible products and evoking powerful positive emotions, illustrations and graphics again have a considerable edge over photographs. Depending on the context and message that you’re attempting to get across in each situation, different image-types will suit your needs best. Understanding these overall trends along with your educated situational judgment is your best bet when trying to make the ideal image selection!</p> <p><span class="emphasis-secondary">Develop A Consistent Brand</span><br /> Once each of these elements is carefully considered, it’s important to use and reuse them with consistency. Just as your business might use a consistent tagline, your established style is what builds recognition for your clients. When you combine a positive customer experience with strong branding, your services will be more memorable and there’s a greater chance your customer will find your business again in the future.</p> <p>If your brand changes too often or is inconsistent in general, a client who could have been an advocate is more likely to forget your business’ name the next time your services are needed or when the opportunity for a referral comes up. With strong typography, selective color schemes, deliberately generated images, and their consistent use throughout your marketing efforts, you should have the basics down to conduct your business with confidence.</p> <p>As a franchise owner with National Property Inspections, you have access to a vast library of marketing content that already follows NPI’s brand bible, and for anything custom, feel free to contact your marketing team’s graphic design experts at any time! Running a small business requires you to wear many hats–be sure to take advantage of the resources at your disposal so your time and attention is directed to what you do best!</p> <p><em>Contact the marketing team with any of your graphic design needs: <a class="color-secondary" href="marketing@npiweb.com">marketing@npiweb.com</a>.</em></p> <p><em>For more information on how you can benefit from franchising with National Property Inspections, request a <a class="color-secondary" href="https://npifranchise.com/learn-more">free info packet</a> today!</em></p> <p> </p> <div class="row"> <div class="col-sm-3"><img src="https://npifranchise.com/Portals/npicorp2/Assets/Blog/Additional Images/Authors/melisa.png" width="100%" /></div> <div class="col-sm-9"><span class="emphasis-secondary" style="font-size: 130%">About the Author</span><br /> <span class="emphasis-primary">Melisa Rana, <em>Graphic Designer</em></span><br /> Melisa graduated from the University of Nebraska Omaha with a B.F.A. in graphic design in 2022. As the team’s dedicated in-house graphic designer, she creates digital and print marketing collateral for NPI and GPI inspectors on a daily basis. With a background in layout design, brand identity, and photography, Melisa also creates visual content for our organization’s three blogs, email marketing campaigns, and social media accounts. She enjoys crafting professionally branded materials so our inspectors can always make a great first impression and stand out from their competition.</div> </div> 14785 Ways that Blogs Boost Your Small Businesshttps://www.npifranchise.com/Blog/Posts/PostId/1470/5-ways-that-blogs-boost-your-small-businessMarketing,Social MediaTue, 07 Mar 2023 21:23:00 GMT<p><span style="font-size:26px;"><strong><span style="line-height: 1;">5 WAYS THAT BLOGS BOOST YOUR SMALL BUSINESS</span></strong></span><br /> <em class="fa fa-calendar"></em> March 7, 2023 | <em class="fa fa-folder-open"></em> <a href="https://npiweb.com/Blog/Posts?Category=marketing">Marketing</a>, <a href="https://npiweb.com/Blog/Posts?Category=social-media">Social Media</a> | <em class="fa fa-tags"></em> <a href="https://npiweb.com/Blog/Posts/Tag/google">Google</a>, <a href="https://npiweb.com/Blog/Posts/Tag/business-website">business website</a>, <a href="https://npiweb.com/Blog/Posts/Tag/seo">SEO</a>, <a href="https://npiweb.com/Blog/Posts/Tag/business-growth">business growth</a>, <a href="https://npiweb.com/Blog/Posts/Tag/facebook">Facebook</a></p> <p><span class="emphasis-primary">By Michael Trimble, <em>Content Marketing Coordinator</em></span></p> <p>The internet is a wonderful, terrifying place at times. In an age where any fact is available at your fingertips in a moment, we’ve all dove down a rabbit hole and become an “internet expert” at some random topic. What you may have noticed are the encyclopedia-like libraries of information found on blogs. More and more, businesses are investing into blogs, informing and entertaining their audiences with these dedicated monthly, weekly, or even daily articles. Today, blogs are everywhere, but why have they become so standard? Let’s discuss the benefits that blogs bring to small businesses.</p> <p><span class="emphasis-secondary">Blogs Attract Traffic</span><br /> For many businesses, jobs and clients can be largely generated through personal relationships and referrals. Those interactions are great, but businesses that excel in just face-to-face marketing could be missing out on a lot of business if they neglect their website and social media. An attractive, informative, and user-friendly website will draw in new clients organically, and blogs can build upon that organic traffic.</p> <p>The numbers don’t lie. According to <a class="color-secondary" href="https://blog.hubspot.com/blog/tabid/6307/bid/5014/study-shows-business-blogging-leads-to-55-more-website-visitors.aspx" target="_blank">Hubspot</a>, a leading voice in marketing and sales, businesses that utilize blogs receive 55% more visitors to their websites than businesses that do not. If you’re looking to build your online presence and direct attention to your website, blogs are a powerful tool to consider.</p> <p><span class="emphasis-secondary">Blogs Help SEO</span><br /> To discuss briefly how blogs boost traffic, it’s important to understand SEO. SEO is an acronym you’ve likely at least heard of in passing - it stands for Search Engine Optimization, and it’s a shorthand term used to discuss how online tools like Google direct their users. Google’s algorithms are set up to try and find the best answer for a user’s search, and it does this in a few ways that blogs can capitalize on.</p> <p>When used strategically, blogs can address topics and questions that are at the top of your ideal clients’ minds, making your content easier for them to find when they search. When you add fresh content to your website through regularly updated blog posts, this can also signal search engines to crawl and index your site more often. Finally, “Dwell Time” is a term used in reference to the amount of time a visitor spends on your website. Things like videos and relevant articles will capture visitors’ interest and time longer than other content - and more time spent tells Google that your website provided a good result to their query.</p> <p><span class="emphasis-secondary">Blogs Build Trust</span><br /> Relevant and well-written blog posts work to strengthen your brand and your credibility as an expert in your field. If a visitor finds your website and discovers a wealth of valuable, accurate information (rather than exclusively sales tactics), they will be more likely to trust you with their business or with their referral.</p> <p>The key here is to provide informational content. If someone visits your website and finds a solution to their issue (no matter how simple), your brand’s positive image is strengthened. Further entertaining posts can convey a level of humanity and relatability that businesses tend to lack. In person relationships are great, and blogs can provide some of that personality to clients that you haven’t had the opportunity to meet yet.</p> <p><span class="emphasis-secondary">Blogs Provide Networking Opportunities</span><br /> Speaking of relationships, an underrated potential within blogs is the opportunity to network. Backlinks are links on other websites that direct people back to your website and are great for SEO. These come along organically over time if your posts are well-written, relevant, and insightful. However, you can also use your quest to gain backlinks for relationship-building.</p> <p>If a collaboration makes sense, reach out to tangential businesses and offer to exchange blog posts, with a follow link to each others’ websites. This gives a great opportunity to start conversations, educate a new audience, and introduce your company to a new potential client base.</p> <p><span class="emphasis-secondary">Blogs Have Staying Power</span><br /> Finally, while it’s vital to keep your blog up to date with frequent new content, each blog post should also be seen as a long-term investment into your website. <a class="color-secondary" href="https://blog.hubspot.com/marketing/blog-lead-generation-analysis#sm.0000atacqo1t6cp9xvx1rqpuytfs7" target="_blank">Hubspot</a> reports that over 90% of leads resulting from blogs come from older posts. As time goes on, your blog posts will gain authority and ranking as visitors discover them. Well-written posts that feature evergreen content will have a positive effect on your business for years to come.</p> <p><em>If you are interested in writing a post for our blog, contact us at <a class="color-secondary" href="marketing@npiweb.com">marketing@npiweb.com</a>. If you would like to learn more about what our marketing team does for every NPI franchisee, request a <a class="color-secondary" href="https://npifranchise.com/learn-more">free info packet</a> today!</em></p> <p> </p> <div class="row"> <div class="col-sm-3"><img src="https://npifranchise.com/Portals/npicorp2/Assets/Blog/Additional Images/Authors/author-photo_michael-trimble-01.jpg" width="100%" /></div> <div class="col-sm-9"><span class="emphasis-secondary" style="font-size: 130%">About the Author</span><br /> <span class="emphasis-primary">Michael Trimble, <em>Content Marketing Coordinator</em></span><br /> A graduate of the University of South Dakota, Michael has a B.A. in International Studies and English. With a background in research and writing, Michael contributes to NPI’s corporate marketing team as a copywriter and content strategist.</div> </div> 1470How To Show Appreciation To Your Clientshttps://www.npifranchise.com/Blog/Posts/PostId/1458/how-to-show-appreciation-to-your-clientsBusiness Tips,Marketing,Social MediaTue, 14 Feb 2023 21:30:00 GMT<p><span style="font-size:26px;"><strong><span style="line-height: 1;">HOW TO SHOW APPRECIATION TO YOUR CLIENTS</span></strong></span><br /> <em class="fa fa-calendar"></em> February 14, 2023 | <em class="fa fa-folder-open"></em> <a href="https://npifranchise.com/Blog/Posts?Category=business-tips">Business Tips</a>, <a href="https://npifranchise.com/Blog/Posts?Category=Marketing">Marketing</a>, <a href="https://npifranchise.com/Blog/Posts?Category=social-media">Social Media</a> | <em class="fa fa-tags"></em> <a href="https://npifranchise.com/Blog/Posts/Tag/client-satisfaction">client satisfaction</a>, <a href="https://npifranchise.com/Blog/Posts/Tag/business-growth">business growth</a>, <a href="https://npifranchise.com/Blog/Posts/Tag/Facebook">Facebook</a>, <a href="https://npifranchise.com/Blog/Posts/Tag/LinkedIn">LinkedIn</a></p> <p><span class="emphasis-primary">By Michael Trimble, <em>NPI, Inc.'s Content Marketing Coordinator</em></span></p> <p>Business owners wear a lot of hats. They need to be an expert in their field and provide great service to remain competitive. However, many entrepreneurs may not realize how important it is to foster relationships. Businesses survive and thrive based on the development of ongoing relationships. Just as you innovate and improve upon your services, client appreciation should be a constant focus for improvement.</p> <p>Some people have little trouble with building relationships. However, many entrepreneurs are more detail-oriented and analytical in their personality types. While everyone knows that it is important to show appreciation, some might struggle with finding the best way to show it! To get the ball rolling on developing your own client appreciation strategies, here are a few well-tested methods that have produced positive results.</p> <p><span class="emphasis-secondary">Make Your Message Handwritten </span><br /> While not appropriate for every message, entrepreneurs that follow up after jobs with handwritten notes on occasion will stand out from the crowd. Society has shifted to less personal forms of communication. Email and social media are valuable tools for instant communication, but these channels can make conversations feel too general. Relationships are much more difficult to build with less face-to-face communication.</p> <p>While working in the home services industry, home inspectors have a big advantage thanks to the direct interactions that their jobs require. Handwritten messages are a great way to build upon this advantage. People receive very few physical notes, and this practice is becoming more rare. Notes do not have to be long and complicated - a simple message and a signature will leave a lasting impression. This more unique and cost-efficient way of saying thanks is perfect for helping your face stand out in a congested market. Don’t forget to take advantage of milestones and holidays as well! Your clients will remember who sent a card and helped celebrate the occasion.</p> <p><span class="emphasis-secondary">Offer a Gift, an Upgrade, or a Discount </span><br /> Without having to break the bank, offer an upgrade or discount to recurring clients. If you are trying to incorporate a new add-on service, offering it at a lower price (or for free) can be a great way to demonstrate value moving forward. While this can feel like extra effort for a lower return, these sorts of gestures could be the difference in what books future jobs.</p> <p>If you are interested in sending a gift during holidays or special celebrations, try to personalize when possible. Learn your frequent clients’ interests or hobbies and apply them to any messages. Generic cards and gifts can be impactful, but specificity shows that you are paying attention.</p> <p><span class="emphasis-secondary">Support Their Business </span><br /> There are more ways to support clients today than ever before. Social media thrives when posts receive significant engagement. Check out your top clients’ Facebook and Twitter pages, follow their preferred accounts, and engage with their content. Likes and comments are the fuel that make social media accounts work. Just as you appreciate it when people engage with your messages, your clients will thank you for the effort.</p> <p>In addition, you can use your own page to your benefit. Congratulate your clients on recent sales by recognizing jobs where you worked together. You can even repurpose a positive review on your social media to reiterate your appreciation. Work with your marketing team to create any graphics or messaging to reutilize reviews for your website and take advantage of every tool at your disposal! These venues show your clients that their efforts for feedback were recognized directly.</p> <p>There are countless ways to show appreciation to your clients. Sometimes you need to learn what works best and fits your personality through trial and error. Successful inspectors who go through the effort will see their business impacted for the better.</p> <p><em>Remember to reach out to your NPI marketing team for any assistance in growing your social media presence! If you are interested in learning more about owning a home inspection franchise, <a class="color-secondary" href="https://npifranchise.com/learn-more">learn more today</a>.</em></p> <p> </p> <div class="row"> <div class="col-sm-3"><img src="https://npifranchise.com/Portals/npicorp2/Assets/Blog/Additional Images/Authors/author-photo_michael-trimble-01.jpg" width="100%" /></div> <div class="col-sm-9"><span class="emphasis-secondary" style="font-size: 130%">About the Author</span><br /> <span class="emphasis-primary">Michael Trimble, <em>Content Marketing Coordinator</em></span><br /> A graduate of the University of South Dakota, Michael has a B.A. in International Studies and English. With a background in research and writing, Michael contributes to NPI’s corporate marketing team as a copywriter and content strategist.</div> </div> 1458Upgrading Your Social Media Marketing With Videoshttps://www.npifranchise.com/Blog/Posts/PostId/1449/upgrading-your-social-media-marketing-with-videosMarketing,Social MediaTue, 17 Jan 2023 22:46:00 GMT<p><span style="font-size:26px;"><strong><span style="line-height: 1;">UPGRADING YOUR SOCIAL MEDIA MARKETING WITH VIDEOS</span></strong></span><br /> <em class="fa fa-calendar"></em> January 17, 2023 | <em class="fa fa-folder-open"></em> <a href="https://npifranchise.com/Blog/Posts?Category=marketing">Marketing</a>, <a href="https://npifranchise.com/Blog/Posts?Category=social-media">Social Media</a> | <em class="fa fa-tags"></em> <a href="https://npifranchise.com/Blog/Posts/Tag/Facebook">Facebook</a>, <a href="https://npifranchise.com/Blog/Posts/Tag/LinkedIn">LinkedIn</a>, <a href="https://npifranchise.com/Blog/Posts/Tag/Youtube">Youtube</a>, <a href="https://npifranchise.com/Blog/Posts/Tag/business-growth">business growth</a>, <a href="https://npifranchise.com/Blog/Posts/Tag/small-business">small business</a></p> <p><span class="emphasis-primary">By Stepha Vesper, <em>NPI, Inc.'s Senior Communications Strategist</em></span></p> <p>As small business owners, the importance of a strong social media presence cannot be overstated. Now more than ever, videos are dominating the social media marketing space. The types of videos consumers prefer follow a few trends, but their importance has steadily grown. According to social media marketing experts at <a class="color-secondary" href="https://www.wyzowl.com/video-marketing-statistics/" target="_blank">Wyzowl</a>, 92% of marketers consider video the most important part of their marketing strategy. If videos aren’t currently part of your social media marketing plan, now may be the time to consider incorporating this powerful engagement tool.</p> <p><span class="emphasis-secondary">Why Videos Are So Successful On Social Media </span><br /> There are many reasons why videos have become a priority to marketers, but the main reason is how much engagement videos draw in comparison to graphics, articles, or other types of social media content. With that increased engagement, your posts will see a dramatic growth in their marketing reach as platforms push your posts out to a larger audience.</p> <p>Engagement occurs any time a post receives a like, is shared, or receives a comment. According to <a class="color-secondary" href="https://business.twitter.com/en/blog/how-video-is-reshaping-digital-advertising.html" target="_blank">Twitter</a>, tweets that include videos attract 10 times the engagement of tweets without them. These findings are unsurprising, as strongly constructed videos should leave plenty of room for audience reactions, inspiring conversation, and a strong opportunity for conversion.</p> <p>Videos have an advantage in that they have the potential for a lot of variety in setting, content, and format. In addition, effective videos for social media that see quick returns can be crafted in a relatively short amount of time using only your smartphone. The best way to get started with crafting videos for social media marketing is to just give it a try! Consider these initial tips to set yourself up for success.</p> <p><span class="emphasis-secondary">How to Craft Videos For Social Media </span><br /> Jumping into video content creation can seem intimidating, but the benefits are hard to pass up. Of marketers that do not use video in their marketing, <a class="color-secondary" href="https://www.wyzowl.com/video-marketing-statistics/" target="_blank">Wyzowl</a> again reports that 79% plan on starting soon. Creating engaging videos does not have to be a complex or expensive venture, however. According to that same report, 40% of video content creators spend $0-$500 on their average video (the lowest recorded pricing category). By employing a few simple strategies, you can see a great return.</p> <p>Start by brainstorming ideas that you think your audience would find relatable or interesting. How-to videos, tutorials, and “quick tips” tend to perform very well on social media, and these sorts of videos also reinforce your standing as an expert in your field. Tutorial videos don’t have to be long. Be sure to capture the attention of your audience quickly, and try to showcase interesting or unusual finds from the field. Other types of videos that perform well are customer testimonials, behind-the-scenes videos, and “service launch” videos for new add-ons.</p> <p>For optimal video lengths on Facebook, <a class="color-secondary" href="https://blog.hubspot.com/blog/tabid/6307/bid/6128/the-ultimate-list-100-facebook-statistics-infographics.aspx" target="_blank">Hubspot</a> recommends videos between 2 and 5 minutes. On other platforms (such as Twitter or Instagram), ideal video lengths can be even shorter. Creativity within such a small window will pay dividends in video content creation. One thing to consider is that, according to social media experts at <a class="color-secondary" href="https://sproutsocial.com/insights/facebook-stats-for-marketers/" target="_blank">Sprout Social</a>, 85% of videos on Facebook are watched without sound. This is why captions have become so popular on social media. Make sure to include your logo in every video, and try to see whether you can understand your video by the visuals alone.</p> <p>Finally, as you sign out from your video, be sure to add a specific call to action. Remind the audience of your name and business, and tell them how they can follow up with you. They could take advantage of a new promotion, call a specific number to get into contact, or check out your website, for example.</p> <p><em>As with most things, the best way to learn about making videos for social media is to give it a try! For help with writing a script or coming up with ideas, contact your marketing team. If you are interested in the support an inspection franchise provides, <a class="color-secondary" href="https://npifranchise.com/learn-more">learn more here</a>.</em></p> <p> </p> <div class="row"> <div class="col-sm-3"><img src="https://npifranchise.com/Portals/npicorp2/Assets/Blog/Additional Images/Authors/author-photo_stepha-01.jpg" width="100%" /></div> <div class="col-sm-9"><span class="emphasis-secondary" style="font-size: 130%">About the Author</span><br /> <span class="emphasis-primary">Stepha Vesper, <em>Senior Communications Strategist</em></span><br /> Stepha has more than five years’ experience in marketing, content creation, SEO and copywriting. Her favorite part of her job is assisting franchisees with their digital marketing strategies so they reach their goals that much faster. When she isn’t at work, Stepha is going on adventures with her husband, Zach, perusing used bookstores, reading or writing.</div> </div> 1449How To Invest In Marketing When Things Get Slowhttps://www.npifranchise.com/Blog/Posts/PostId/1431/how-to-invest-in-marketing-when-things-get-slowBusiness Tips,Franchise,Marketing,Social MediaTue, 06 Dec 2022 19:11:00 GMT<p><span style="font-size:26px;"><strong><span style="line-height: 1;">HOW TO INVEST IN MARKETING WHEN THINGS GET SLOW</span></strong></span><br /> <em class="fa fa-calendar"></em> December 6, 2022 | <em class="fa fa-folder-open"></em> <a href="https://npifranchise.com/Blog/Posts?Category=franchise">Franchise</a>, <a href="https://npifranchise.com/Blog/Posts?Category=Marketing">Marketing</a>, <a href="https://npifranchise.com/Blog/Posts?Category=Business-Tips">Business Tips</a>, <a href="https://npifranchise.com/Blog/Posts?Category=social-media">Social Media</a> | <em class="fa fa-tags"></em> <a href="https://npifranchise.com/Blog/Posts/Tag/inspection-industry">inspection industry</a>, <a href="https://npifranchise.com/Blog/Posts/Tag/networking">networking</a>, <a href="https://npifranchise.com/Blog/Posts/Tag/time-management">time management</a>, <a href="https://npifranchise.com/Blog/Posts/Tag/motivation">motivation</a>, <a href="https://npifranchise.com/Blog/Posts/Tag/small-business">small business</a>, <a href="https://npifranchise.com/Blog/Posts/Tag/digital-marketing">digital marketing</a></p> <p><span class="emphasis-primary">By Sydney Bailey, <em>NPI, Inc.'s Director of Marketing</em></span></p> <p>Across industries, entrepreneurs will find times in their business when things seem to be going great. There is no shortage in clients or work, and operating their business dominates their attention to the point where marketing can fall down on their list of priorities. This becomes an issue when business, inevitably, slows down. That constant train of phone calls and appointments begins to clear up, and as an ambitious business person, you don’t want to lose out on that hard-earned momentum. So, what do you do?</p> <p>Especially in seasonal industries that are particularly influenced by the ever-changing real estate market, slowing business marks a perfect time to invest your time <em>(and money) </em>in marketing.</p> <p><span class="emphasis-secondary">Make Networking a Priority </span><br /> The best thing you can do when things get slow is get out and meet new people! With each new introduction, you’ll meet a new potential client. With each office you visit, you could start a new long-standing relationship.</p> <p>If you haven’t already, join your local BNI group or any local hotspot for REALTORS® and industry specialists for potential referrals. In short, look for any opportunity to build your business’s contact list. Get connected with new people and continue investing in your already-established industry relationships.</p> <p><span class="emphasis-secondary">Recommit Yourself to Social Media </span><br /> This may not come as a surprise, but social media is the most common marketing tool to get neglected by small businesses. Don’t make this mistake. As time goes on, more people are relying on social media for recommendations; and for small businesses, social media is no longer optional if you want to maximize your client base. If your social media has been ignored in the past, slower business periods can provide a great opportunity to recommit yourself to your presence online.</p> <p>Whether increased automation is feasible or you are interested in strengthening your presence with more personalized content, social media is a perfect <em>(and free)</em> way to increase your interaction with your client-base and build relationships with your referring agents. Social media needs to be a part of your marketing strategy if it isn’t already, and if it is, take the time now to check in on how you could utilize your social media even better!</p> <p><span class="emphasis-secondary">Review Your Search Engine Optimization </span><br /> In the information age, discoverability is of utmost importance. With National Property Inspections, franchisees receive the benefit of a multifaceted Search Engine Optimization( SEO) strategy. Each local market is unique, but there are always plenty of new opportunities to update and enrich your SEO. As a part of the NPI family, you benefit from your dedicated team of SEO experts on the Marketing Team. <a class="color-secondary" href="mailto:marketing@npiweb.com">Reach out to us anytime</a> for an SEO review, and we’ll collaborate with you for the best targeting options and website changes designed to improve your Google ranking in your local area.</p> <p><span class="emphasis-secondary">Plan Your Next Email Marketing Campaign </span><br /> Slow markets are the best time to find out just <a class="color-secondary" href="https://npifranchise.com/Blog/Posts/everything-you-need-to-know-to-make-your-next-email-campaign-a-success">how beneficial email marketing can be</a>. If you haven’t done an email marketing campaign yet (or if it’s been awhile), it might be a good idea to use your spare time to plan a campaign. Review your previous campaigns to see which ones got the most traction and had the best click-through rates. NPI’s email marketing specialists have years of testing experience. To know what works and what doesn’t, set up a meeting with your corporate marketing team to start planning your next email outreach.</p> <p><span class="emphasis-secondary">Improve Your Product </span><br /> When business slows, we understand how easy it can be to get disheartened. Every industry experiences an ebb and flow of activity. One strong option that small business owners can take when they experience downtime is to invest in themselves and combat any defeatist mindsets.</p> <p>Additional training and services for your business provide new material for you to market. Pick up a new book on running small businesses or <a class="color-secondary" href="https://npifranchise.com/Blog/Posts/5-podcasts-to-grow-your-small-business">try out an industry podcast</a>. Use your downtime wisely so that when business picks up, you have a leg up on your competition. There is always something you can be doing to set yourself up for success.</p> <p><em>As always, don’t hesitate to reach out to your corporate marketing team with any questions or ideas to support your business–it’s what we’re here for! Your National Property Inspections marketing team is invested in your success. Give us a call or email us anytime: <a class="color-secondary" href="mailto:marketing@npiweb.com">marketing@npiweb.com</a></em></p> <p><em>With National Property Inspections, you get access to a team of marketing experts that helps your great work get noticed in your area. <a class="color-secondary" href="https://npifranchise.com/learn-more">Request a free info packet today</a> to learn more about franchising with NPI! </em></p> <p> </p> <div class="row"> <div class="col-sm-3"><img src="https://npifranchise.com/Portals/npicorp2/Assets/Blog/Additional Images/Authors/author-photos_sydney-01.jpg?ver=K8BsXAplR-IfRPbOmaYoRw%3d%3d" width="100%" /></div> <div class="col-sm-9"><span class="emphasis-secondary" style="font-size: 130%">About the Author</span><br /> <span class="emphasis-primary">Sydney Bailey, <em>Director of Marketing</em></span><br /> Sydney specializes in creative marketing strategy. In her current role, she leads the marketing department in implementing new initiatives to increase business for NPI and GPI franchisees. With experience in brand development, public relations, project management, and art direction, she also serves as NPI's in-house graphic and web designer. Sydney supports our franchisees on a daily basis with all of their print and digital design needs. Have an idea about a new campaign? Sydney will turn it into a reality!</div> </div> 1431