Should You Hire a Marketing Agency For Your Startup?

One of the defining characteristics of a startup is that you never seem to have enough people to get everything done. Marketing is no exception. The desire for extra marketing help is always going to be there, whether you’re a team of one or one hundred. While recognizing that you need to add manpower is simple, deciding whether to hire more employees or bring on a marketing agency isn’t so straightforward. There’s no answer that works for everyone.

I recently went through this dilemma myself. And to help you learn from my experience, I wanted to share why I decided to consider a marketing agency and what questions I asked myself to make the decision. Continue reading

Your Company Will Fail Without A Brand Promise. Here’s Why.

“Come on,” my dad quipped, pretending not to notice the look of sheer horror pasted on my face. “It’ll be fun. I promise.

I was just a 9-year old kid, getting ready to ride a roller coaster called the Loch Ness Monster: 3,240 feet of bright yellow steel tubing wrapped around itself like a two contortionists playing a game of Twister in the middle of tornado. I nearly crapped my pants when I saw it.  Continue reading

Why This Duracell Hearing Aid Commercial Will Make You Cry

I was standing there at my desk when a Slack message popped up: “Check this out…” with an innocuous link to a YouTube video. 78 seconds later I was desperately trying to pretend I had allergies as I fought to keep tears from welling up.

What happened? Continue reading

Instagram Stories Are A Ripoff… And They’re Awesome

“Great artists steal.” That’s a favorite Steve Jobs quote of mine. While the designers who created Instagram Stories may or may not be great artists, they definitely stole from Snapchat.

Not that I really mind. Here’s why… Continue reading

How to Build a Social Media Content Plan with Trello

Here’s a dead-simple way to plan content with Trello.

Caveat: this post will not teach you how to be a social media “ninja”, “guru”, or “rockstar”. If you aspire to use one of those terms to describe yourself, or already do, seek professional help. Or just quit the internet.

Ok. On to the post…

Managing your company’s social media presence can be a mess if you’re not intentional about it. It’s like that guy who’s sat on the couch all year and decides that on January 1, he’s going to go to the gym “like all the time.” Week one, he’s there every day. Week two… well, you know what happens. Without a solid plan that you can stick to, your social media content won’t be consistent or effective.

That’s why I’m going to show you how to plan a full month’s worth of content in 30 minutes or less.

For the sake of simplicity, this post will focus just on Facebook. However, the methodology can be used for any content calendar, and even for multiple social networks if you’re creative. Here’s how it works:

1. Ask yourself what you want to accomplish. Why do you even have a social media presence in the first place? Do you want to keep customers talking about your brand? Announce new products? Set the tone for your brand’s voice? Make a list of key objectives. Keep it short, not more than three or four. Just like the guy planning to hit Gold’s Gym every day, not knowing why you’re doing something is a sure path to quitting. Here’s an example:

  • Keep customers informed of new product features
  • Foster engagement by highlighting outstanding customers
  • Reinforce our values through human-interest and humorous content
  • Improve company image vignettes of employees

2. Identify the type of content that will best serve each of those objectives. Example:

  • Keep customers informed… via events announcements and company news (Update)
  • Foster engagement… by highlighting outstanding customers (Community)
  • Reinforce our values… through human-interest and humorous content (Voice)
  • Improve company image… by featuring profiles of employees (Personality)

3. Prioritize your categories. Don’t just say, “they’re all important!”; prioritizing will help you decide how much content is devoted to each. Try this: give yourself 10 “points” to hand out. Give more points to the most important objectives, and fewer to secondary ones. So much math!!

  • Update: 3
  • Community: 3
  • Voice: 2
  • Image: 2

4. Calculate your output capacity. How many posts per month can you consistently commit to? Don’t bite off more than you can chew and burn out after a month. At our company, we are planning to ramp up our volume to about 20 posts a month. That’s on the aggressive side, but we generate a lot of growth through Facebook and our followers have been very engaged with our content. Having videos with lots of gratuitous explosions always helps.

5. Do some math. With you ideal volume in hand, it’s time to match that against the priorities you outlined earlier. Apply the formula below to

Number of posts/month = (points assigned to category / total points) x total posts/month

For our first category, Updates, the formula would look like this:

(3 points / 10 total points) x 20 posts/month = 6 Update posts per month

Easy! You didn’t even need a calculator. Right? Right????…..  Don’t worry I won’t tell your 4th grade math teacher. Just repeat for the remaining categories and you’ll have a baseline plan for how many posts of each type to publish each month. Here’s what you’d end up with for all four categories:

  • Update – 6 posts/month
  • Community – 6 posts/month
  • Voice – 4 posts/month
  • Personality – 4 posts/month

6. Take things over to Trello. We use a 4-step workflow to manage content throughout the month. Every piece of content starts out in a Planned list, and moves through the following steps:

  1. Planned
  2. Being worked on
  3. Pending approval
  4. Scheduled

You may need fewer or more depending on the structure of your team. We have multiple content contributors, but only a couple content approvers, so this process helps us hand off content to the right people.

Now… create a Trello card in the Planned for each post you outlined above. The result will look something like this. Look at all those beautiful posts just waiting to be written. So many Likes and Shares lie ahead:

A fresh month...

7. Assign owners. Whether you have one person or a team of ten managing content, make sure that every single card has an owner. This is the person who will make sure that a piece of content is drafted, edited, and published on time, and by the right people. Give your team the gift of clear ownership and it will greatly streamline your process. Don’t assign owners and watch you best intentions disintegrate into pure and unrelenting madness. Your Facebook fans deserver better, don’t they?

8. Set due dates. With you content list established, it’s time to figure out what to post when. Trello gives you a great calendar view, which makes it super-simple to get a bird’s eye view of the month. We use also labels to designate content categories, making it  easy to see what type of content will go out when. Here’s a possible result that will satisfy any obsessive compulsive disorder sufferer, with it’s neatly-spaced scheduling.

Get writing!

9. Get writing. You have all your work cut out for you for the month. No more planning, go write!

At the end of the month, sit down with your content team and examine the results. Which types of posts performed the best? Were there days of the week when you saw better results? Was your team able to handle the load?

You’ll want to make some tweaks to make next month even more effective. Now you’ve established a baseline, though, your process will be much more effective and well-informed.

Bonus round: You can download a free content planning template in Trello here. Enjoy!

How to Choose The Right CRM For Your Startup

Choosing a CRM is a lot like dating: you need some experience to know what you’re looking for, it takes a while to find out if you’ve made the right choice, and if you decide to switch to another option, it’s generally a pain in the ass.

We recently went through the CRM selection process at my company, and we ended up with a great choice. I wanted to share the steps we went through, to hopefully save you some pain in your own journey.

Background

We originally used Hubspot as an all-in-one marketing/sales platform. We tried to use it as a CRM as well, but it’s not well suited for that. As our sales volume started to increase, and we quickly needed a better solution to help us manage leads and deal discussions. After an afternoon spent Googling every CRM search string we could think of, we soon realized that there were hundreds of choices. Far too many, in fact. Suffocating under the sheer variety of options, we decided to take a step back…

Assessing Your Needs

We took a break and tried to honestly assess what we really needed from a CRM. Just like your buddy’s girlfriend you can’t stand to be around, some CRMs will be a poor fit because they’re tailored for a different type of user. But since you can’t afford to date a dozen CRMs before you marry one, you have to figure out what you want first.

Here are a few questions that will help you find out:

  • How complex is your sales process? Perhaps you sign leads up after a phone call or two. Or maybe it’s a months-long conversation with several people. You won’t need every feature under the sun if you just need a fancy list to keep track of who needs to be called.
  • Who will be using the CRM? Is your team really tech savvy, and comfortable setting up a lot of configuration? Or will they refuse to touch something unless it has a beginner-friendly interface?
  • How many leads do you manage at once? How similar are they? If you’re selling the same thing to every lead, you probably have a fairly straightforward process. A CRM that simply helps you track progress will be fine. But if you have multiple products that have unique sales approaches, you’ll want more flexibility to customize.
  • Where do your sales take place? If you’re out in the field much, then consider CRMs that have mapping features and a strong mobile app (many CRMs don’t).
  • Do you sell via email, phone, or both? Several CRMs that offer in-app calling, call logging, dedicated telephone numbers, and other features that make it easy to manage calls. Other CRMs offer direct integration into email services such as Gmail and Outlook, which is handy if you want to easily track correspondence.
  • How long does this CRM need to last? Remember, just because you pick a CRM now doesn’t mean that you’ll use it until the end of time. Yes, it’s a pain to switch, but if you’re a startup, the software you use today isn’t what you’ll be using three years from now.
  • What other services do you use? Are there email, billing, chat, or other web-based software you use for marketing and sales? Several CRMs offer direct integrations with those platforms, making it a cinch to sync data.
  • How available is your tech team? Many CRMs can’t fully connect to other services unless you make use of their API. Have a custom website that someone wrote from scratch? You’ll need to make API calls if you want those forms on your website to update your CRM automatically. If this is a concern for you, check out Zapier, which offers direct integrations between many platforms, all without writing code.
  • How much does it cost? Don’t worry about this one for now. Most CRMs geared at startups will be within a fairly similar price range. Unless you’re on a shoestring budget, focus on finding a tool that works best for you. More expensive isn’t necessarily better.

Review With Your Team

If you’ve talked through these questions together, you’ll have a pretty good idea of what you need out of a CRM. Here’s what we ended up with:

Our sales process typically involves a couple of emails and a phone call or two. However, the time from initial interest to close can take anywhere from one day to one month. We need something that will make it easy to track correspondence and deal stage. Phone integration and mobile apps are must-haves.

Right now, our products have fixed pricing. The sales process is mostly educational and less focused on negotiation. With that in mind, we didn’t need anything really nuanced. Just an easy way to keep track of how many customers are interested and how many we’ve closed.

Our sales team is a smart bunch, but they don’t have a lot of time to learn a funky interface. Finding something that was intuitive is paramount. While our sales are mostly done in-office, knowing where leads are located geographically is really important, as we sell to many local businesses.

Finally, we need a service that will integrate with MailChimp and Gmail. We’ll also need to update our CRM via an API, since we’d have an custom-built website and sign-up portal for our services.

Go through this exercise and get ready to go hunting…

Narrow It Down

There are a couple options for narrowing your choices: use a service such as Capterra or G2 Crowd to filter your options, OR take the easy way by looking at the short list we came up with:

  • Close.io – great for call tracking and a simple interface
  • RelateIQ – uses algorithms to help you know where to spend your time
  • Intercom – offers a single platform for communicating over multiple channels
  • BaseCRM – solid call/email integration, great UI and mobile app
  • HighRise – extremely simple, a glorified contact manager
  • Nimble – strong social media integration
  • Pipedrive – targeted at high-value/low-volume deal flow
  • Pipeline Deals – focused on managing an intricate sales process
  • CapsuleCRM – easy to get started with

Go On A Date

Once you’ve selected three or four candidates, it’s time for a test run. Set up a trial account, import your data, and start to poke around. Before long, you’ll get a sense of how steep the learning curve is and how much customization is involved before you can really make use of it. Make sure you include any mobile apps as part of the trial process.

If you’re still having trouble making a decision, here are a few tips to help:

  • Submit a support request and see how quickly and thoroughly their team responds.
  • Check out their documentation. How many resources do they provide to help you along?
  • Ask one of their sales reps to tell you why you should choose them over another CRM you’re considering. They may point out some features you weren’t aware of. If you want to dig even deeper, ask the sales rep to tell you what the weak points of their CRM are. Every service has a few.
  • If Salesforce came up on your short list, cross it off. Unless you have a big sales team and a lead who’s already familiar with Salesforce, changes are it will be overkill. By the time you have it set up, you could already have been using a simpler CRM for months.
  • Visit the company’s blog to see how recently they’ve released new features.
  • Take a look at Zapier to see what kinds of integrations are offered. Set up a Zap and see if it works.

Make Your Choice

You won’t know whether you’ve made the perfect decision until you’ve committed to a CRM, started using it for real deals, and discovered all its warts. But you won’t be able to try them all for months. And at a startup, sometimes done is better than perfect. So make your decision, move forward, and don’t look back.

For us, we went with BaseCRM. We really liked its intuitive interface, call integration, and mobile apps. It also has a fairly good API, which means that it can grow with us for a while. Reporting tools are solid too. Yes, there are some shortcomings we found with it, but none of them are serious enough to cause us to reconsider. And their support team has been really helpful. So far, so good…

Have you gone through the process of picking a new CRM? If so, I’d love to hear your own thoughts on how to make the process more painless. 

Lessons from The Green Hell

The brief straightaway provided a short but much-needed respite from navigating the seemingly endless number of turns I’d been negotiating. But a couple of seconds later, I was going through the same procedure for the 400th time: look for the apex of the turn, brake, downshift, check the mirrors, ease into the curve. I had my line picked out, all was zen, until a second check of my rear view mirror showed me that they were gaining, and fast. A pack of three 911s, all in hard-core, track-specific GT3 spec. I blinked and they were next to me, the BRAPAPAPAPPPP!!! of nearly 1,500 combined HP thundering in my eardrums and passing with just inches to spare. German wolves out on the hunt.

It was just a normal day on the Nurburgring, also known as The Green Hell. But it was my first time there, and the experience felt anything but normal. Considered one of the most challenging and dangerous race tracks in the world, the Nordschleife (North Loop) of the Nurburging features 154 turns, is nearly 13 miles long, and has over 1,000 feet of elevation change. All nestled in the dark green forests of western Germany. It’s not a place for the faint of heart, as the ‘Ring has claimed over 200 lives over the years:

The Ring is an incredibly unforgiving place. With the exception of a handful of bends, there’s no run-off: if you fail to make a bend, you’re going to hit something hard. Worse, most of the bends and crests are blind, so the chances of one accident leading to a second one are also relatively high. – Ben Lovejoy, instructor for 9 years

3 BMWs, a Corvette, and a Porsche walk into a curve...
3 BMWs, a Corvette, and a Porsche walk into a bar…

Even on the afternoon I drove, there had already been 4 accidents that morning. And two more during my own session. Since I managed to both survive and not wreck (not even once!) during the course of six laps, I wanted to share some thoughts that only an adrenaline and danger-soaked afternoon can provide:

Find your limits and push them

They say that it’s better to drive a slow car fast than a fast car slow. Why? Because driving well within the limits of your car really just isn’t that much fun. You need a bit of tire squeal to make you feel alive. But that doesn’t mean going out with reckless abandon from the first turn. It means that each lap, you push yourself a bit further until you’ve found just how fast you can navigate a bend before your tires start to protest. And you try to drive right at that level. In control, but at the limit. If you don’t find yourself smiling by then, you’re doing it wrong! Work life is the same way. If you’re always taking on projects that are easy and involve no risk, you’re just going to have another boring day at the office. Only by taking on challenges that are outside of your comfort zone are you really going feel alive.

Swallow your pride

With any skill, there is always going to be someone better than you. Driving is no exception. And at 100+ mph, it would be very easy to put your car into the wall by trying to keep up with someone who’s simply a better driver. But that doesn’t mean the temptation isn’t strong. You have two options: get pissed by comparing yourself to faster, more experienced drivers, or have fun by focusing on the continual improvement of your own skills. Outside of a car, it’s equally easy for me to find others with more talent, greater accomplishments, or who are just plain smarter. Dwelling on that would be poison, though. But focusing on how much I’ve improved since last year, last month, last week? Always a positive reinforcement.

Focus on the big picture

The best way to make it quickly and safely around the track is to think of all 154 turns as a series of connected movements, not as bunch of individual curves. More often than not, one turn begins just as another has ended. Your speed, line, and position from the preceding turn have an enormous impact on your ability to take the following one. So if you don’t plan ahead, you’ll find yourself continually unprepared for what comes next. Isn’t life the same way? Many of the decisions you make today will affect the options available to you down the road. Valuing the long-term effects over the short-term consequences is a skill I think most of us which we did better, race car drivers included.

Experts are your friend

If someone’s better at something than you, look at them as an ally, not an enemy. If they’re better, they can teach you. And if you can get taught, you’ll improve much faster. Which is why I hired a 27-year old German race car driver to show me the ropes. On a race course, he’s called an instructor; in business he’d be called a mentor. In either case, someone who can help you avoid mistakes that he’s made in the past is invaluable. Don’t be afraid to find someone like this and learn from them, even if they’re younger than you!

If I’m lucky enough to my wife let’s me drive the Nurburgring again, perhaps I’ll have some more thoughts to share. But in the meantime, I’ll simply leave this for you here: a 1987 video of a RUF CTR doing what’s regarded as one of the most impressive laps on the ‘Ring of all time. You’re welcome: