Friday Thoughts April Eighteenth

Patrick McFadden

My blog post today includes posting my comments and links to a handful of articles or great content I ran across over this year.

I don’t go into depth about the finds, but encourage you check them out if they sound interesting.

Question:  What’s your approach to social media – do you have a strategy? Is your social media strategy paying off for you beyond meaningless metrics?  

Comment:   Your statement above is the reason I say, “Being persistent is a tactic, but not a strategy.” I can’t speak for everyone but I make sure there’s a strategy for the activities in my business where I want to see excellence. Wikipedia defines “strategy” as a long term plan of action designed to achieve a particular goal. Imagine you are driving a Ferrari at 80 mph headed straight toward San Antonio – but you really want to go to Los Angeles. Accelerating to 120 mph may give you the sense that you are really making progress, temporarily. But what you really need to do is change direction.

We all need to be careful of being (or just doing it because it’s possible) “persistent” in the wrong direction. Right direction is more important than persistence.
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Question: What are your thoughts?

Comment:   I have to agree, by far the best lead generator is to give an event presentation and follow it with customized letters, calls or emails to individuals that you met.
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Question: Did you enjoy this post?

Comment:  Great post Maddie!!! My (2¢) is that blogging is a completely safe method of finding out if you have a message that people want to hear. And that’s the real question. Don’t blog just for the sake of blogging – blog because you have a message than you can’t contain. No one is an “expert” at the beginning. We all just start where we are and get in the game. But it’s by being in the game that we refine and develop skills, information and relationships that ultimately make us “experts.”
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Question: What’s the key to avoiding the discounting death spiral?

Comment:  I would say the key to avoiding the death discount spiral to have a focused and strategic plan for knowing what gets the shopper of prospect through the door and then, know, exactly how you will differentiate your product or service from the sea-of-sameness, where the relationship is on other factors than price.

For sure the race to the bottom is real.
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Question: What do you think? What are your thoughts on using the LinkedIn publishing platform?

Comment:   I think the LinkedIn Publishing platform has some real upside for many business owners and marketers. Published content that collects social signals and shares does wonders for an author’s authority and for many the LinkedIn publishing platform might be one of the best places to get exposure, build engagement, pick up +1s and send Google an authority message.
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Question: What’s your opinion on effective selling and social media?

Comment:   From day one it’s been said that the proper use of social media is for engagement, not sales.

But when you think about it – effective selling has always been about engagement first, because true engagement happens between people.

Question:  What do you think? Have you tried any of these Facebook tactics? Are there any smaller brands you’re aware of that are doing awesome things?

Comment:   I really like #8: Deliver Content That Interests Your Fans. At the core “care about what I care about.” I always think shared passions is a great tactic because it can create an increase in engagement and fan base.
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Question:  What do you think? Do you use any of these social media strategies? What’s working well for you today?

 Comment:   It’s time for all companies to realize every employee is an ambassador for the organization. As Jay mention, “your employees have far more social connections than your company is ever likely to accrue.”

Translation = It’s all good. The benefit of the company will accrue to the individuals, and conversely the brand equity in the individuals will accrue to the company.

The reality is that social belongs everywhere in the org and each department and individual is charged with using social behavior to meet their objectives and add value to relationships.

Question:  What about you? Have you reverse engineered the numbers to deliver the ROI you want?  Have you ever thought about social media ROI in this way? What are you doing to deliver ROI?

Comment:   Nichole powerful opening statement, “every time a marketer says that social media ROI isn’t important or doesn’t tell the whole story, a piece of their career potential dies.” The goal is not to get good at social media (unless that’s your hobby), the goal is to be remarkable at business because of social media.

No one would remember the Good Samaritan if he’d only had good intentions – he had money (conversion), too.

I personally would have no interest as a business owner in social media if it didn’t improve the way I conduct business.
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Question:  What other free or low cost content distribution would you recommend and why?

Comment:   It’s funny that most of have had the ability to create content for a while, but the problem was the cost of distribution.

Now that the cost of distribution has become $0 most have been ignoring this crucial step in the process. The biggest shift in our culture made by the Internet is that it allows information to be distributed worldwide at basically zero marginal cost to the publisher.

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Question: What do you have to add? 

Comment:   #1 I think works for the online world as well. The internet has unlimited shelf space for products and services. The numbers of places (groups, blogs, social communities, forums, etc.) you have to build brand awareness for the cost of sweat equity is amazing. #4 is also a good reminder that success doesn’t revolve around what happens in the white house, but what happens in your house (mind).
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Question:  How do you set up a perfect Linkedin profile? What is the most important part of the Linkedin profile?

Comment:   In my opinion, the most powerful social media profile you can use is the LinkedIn profile.

Most powerful that is, if you are looking to do more business and/or achieve your professional goals.

For me it starts and ends with the headline

Headlines are everything in newspapers, magazines, and on blogs.

They are just as important on your LinkedIn profile, because the headline is the first thing that shows up anytime someone does a search online.
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Question: What are your thoughts?

Comment:   Eventually, every industry will start offering customers not only convenience but convenience that fits into their lifestyle. And our phones are ingrained into our lifestyle.The world of the soft—the world of intangibles, of media, of software, and of services—will soon command the world of the hard—the world of reality, of atoms, of objects, of steel and oil, and the hard work done by the sweat of brows. Iron and lumber will obey the laws of software, automobiles will follow the rules of networks, smokestacks will comply with the decrees of knowledge.

By Patrick McFadden January 13, 2025
Discover how Google’s LSA update impacts kitchen & bathroom remodeling marketing. Learn SEO tips to attract leads and boost visibility in Richmond VA & beyond.
By Patrick McFadden January 9, 2025
For years, the focus of marketing and sales has been to appeal directly to human customers—to connect emotionally, build trust, and ultimately close the deal. But the rules are changing, and small businesses need to be aware of a massive shift on the horizon: the rise of AI agents as decision-makers. At first, this may sound like science fiction. After all, aren’t people the ones making purchases? But the reality is that artificial intelligence (AI) is quickly becoming the gatekeeper for consumer and business decisions. Understanding this shift is critical for small businesses, as it offers both challenges and opportunities. Let’s dive into what’s happening, why it’s happening, and how your small business can prepare. What Are AI Agents? AI agents are advanced technologies designed to handle complex tasks for consumers. They don’t just provide recommendations—they make decisions. Think of an AI agent as a virtual assistant that interprets your needs, evaluates options, and executes the best solution on your behalf. Here’s a simple example: You might tell your AI assistant, “Find me a hotel near Central Park for two nights within a $1,000 budget.” In response, your AI: Searches available hotels. Compares prices, reviews, and amenities. Books the best option without you needing to lift a finger. For the consumer, it’s all about convenience. For businesses, however, it changes the game: your target audience is no longer just the human buyer—it’s the AI agent. Why Is This Happening? Convenience for Consumers Consumers want faster, easier, and more reliable decision-making. With so much information available, the process of comparing options can be overwhelming. AI agents streamline this process by narrowing down choices and delivering results that align with the consumer's preferences. AI’s Superior Decision-Making AI can process far more data than a human ever could. It evaluates everything from price and reviews to proximity and availability, all in seconds. This allows it to make decisions that are more informed and objective. Consumer Trust in AI As AI becomes more sophisticated, people are increasingly comfortable delegating decisions to their virtual assistants. Trust is shifting from brands directly to the AI agents that curate and recommend those brands. Simple Examples of AI in Action Small businesses are already seeing AI at work in various industries. Here are a few scenarios to illustrate what’s happening: Travel and Hospitality A traveler asks their AI assistant to book a flight and hotel for a weekend getaway. The AI evaluates options, finds the best deals, and books everything. The business that optimizes its data for AI discovery wins the booking. Retail A customer needs a pair of running shoes. Their AI searches for shoes with great reviews, the right size, and quick delivery. It bypasses generic search results and goes straight to businesses with clear, accessible product data. Healthcare A health app uses AI to evaluate symptoms and recommend over-the-counter solutions. Pharmacies with optimized digital listings and relevant information are prioritized by the AI. Home Services A homeowner asks their AI, “Find me a plumber near me with 5-star reviews who can come today.” The AI scans local listings and books the business with the most reliable and visible online presence. What This Means for Small Businesses The shift to AI-driven decision-making has huge implications for small businesses. Here’s what you need to know: 1. Your Audience is Changing You’re no longer marketing solely to human buyers—you’re marketing to the AI agents making decisions on their behalf. These agents prioritize structured data, transparent pricing, and measurable value over emotional branding. 2. Local SEO Becomes More Critical AI agents rely heavily on local search data. If your business isn’t optimized for local SEO —clear location details, accurate business hours, and positive reviews—you’ll be invisible to AI. Need help with your local SEO? Get in Touch. 3. Quality Data Wins AI thrives on structured, high-quality data. If your service descriptions, product descriptions, pricing, and availability aren’t clear and accessible, AI will skip over your business in favor of competitors who have optimized their data. Check out this article so AI doesn't skip over your business. "5 Must Have Elements of Service Area Pages" 4. Proximity Matters For many services, AI prioritizes businesses that are physically closer to the consumer. This is especially true for industries like home services, healthcare, and retail. Small businesses can capitalize on this by focusing on hyper-local SEO strategies. 4a. For Service Area Businesses, Precision is Key For service area businesses (SABs)—those that don't operate from a fixed location but serve customers within specific geographic regions—AI's prioritization mechanisms work differently compared to location-based businesses like retail stores or offices. Instead of prioritizing physical proximity alone, AI evaluates the clarity and accuracy of your defined service area. This is especially critical for industries like commercial cleaning, plumbing, pest control, HVAC, or mobile health services. Learn more about - 5 Steps: Local SEO for Service Area Businesses AI agents rely on several key factors, including: Accurate and detailed information about your service area. Keywords that highlight your services and locations. Social proof, such as reviews, ratings, and testimonials. Content that directly connects to your service area, like localized blog posts or FAQs. The accuracy and consistency of your listings on platforms like Google Business Profile. Quick response times to inquiries. A well-optimized website with clear navigation and mobile responsiveness. Integration of AI-friendly tools like chatbots to provide instant information to users and demonstrate efficiency. An active presence on local social media channels to further enhance visibility and engagement within your service area. By optimizing these elements, service area businesses can enhance their visibility and ensure AI agents prioritize them for local searches. 5. The Playing Field is Leveling While it may seem daunting, this shift levels the playing field for small businesses. Unlike traditional advertising, where big budgets dominated, AI prioritizes data quality and relevance—areas where small businesses can shine. How to Prepare Your Service Based Business for an AI-Driven World Here’s how you can start positioning your business to succeed in an AI-driven world: 1. Optimize for Local Search This step is even more critical for service-based businesses, especially those operating in specific geographic areas (like commercial cleaning, plumbers, HVAC companies, and remodel services). Focus on hyper-local SEO by including business districts, neighborhoods, zip codes, and cities you serve in your website content and Google Business Profile. Add a "service areas" page to your website to clarify where you operate. Encourage reviews that mention specific services and locations to boost credibility in local searches. Use geo-targeted keywords like “emergency cleaning services in Dallas” or “24-hour plumbing in Brooklyn.” 2. Provide High-Quality Data For service-based businesses, this means being very clear about what you offer and where : Use structured data to outline services , pricing estimates, and FAQs. Include service-specific keywords in descriptions, such as "drain cleaning" or "roof repair." Add before-and-after photos , case studies, or examples of completed projects to help AI and potential customers understand your expertise. Create mobile-friendly booking forms for easy service requests. 3. Focus on Trust and Transparency Service-based businesses rely heavily on customer trust because most services are provided on-site or involve direct customer interaction. Highlight safety measures , certifications, and background-checked employees to build confidence. Share detailed testimonials or video case studies that walk through successful projects. Be transparent about response times , pricing structures, and warranties for services. Add "Meet the Team" pages to introduce key staff or technicians, humanizing your business and building rapport. 4. Target AI-Specific Needs AI-driven search is increasingly intent-based , meaning it focuses on what customers are looking to achieve (e.g., “find a reliable roofer near me”). Service-based businesses can target this effectively by: Optimizing for voice search (e.g., "Who fixes water heaters in Austin?"). Using conversational language and FAQs that match natural language queries. Structuring content to answer specific questions like "How much does roof repair cost?" or "How long does an AC repair take?" 5. Embrace AI Tools Service-based businesses can benefit greatly from AI to improve operational efficiency: Use AI-powered scheduling tools to let customers book appointments automatically. Implement chatbots to handle inquiries about availability, pricing, and service areas. Leverage AI analytics to predict seasonal demand spike s (e.g., higher calls for HVAC repairs in summer). Adopt AI-enabled CRMs to track customer preferences and improve follow-up communication. The Opportunity Ahead While the rise of AI agents might seem like a challenge, it’s also a massive opportunity for small businesses. By optimizing your digital presence, focusing on transparency, and understanding how AI evaluates options, you can position your business to thrive in this new era. Remember: AI agents aren’t just replacing human decision-making—they’re enhancing it. By meeting AI on its terms, you’re not just staying relevant—you’re setting yourself up to win in the future of business. So, take a look at your business today. Is your data accessible? Is your local SEO in place? Are you ready to meet the needs of AI agents? The future is coming fast, and the time to prepare is now. Need Help? My marketing firm, Indispensable Marketing, provides a step-by-step strategy and implementation process tailored for service-based businesses with revenues between $750,000 and $7 million. We help optimize local SEO, craft trust-building content, and create scalable marketing processes that deliver measurable results . From foundational setup to growth-focused tactics and amplification strategies, our approach ensures clarity, confidence, and long-term success in your marketing efforts. Get in Touch
By Patrick McFadden January 9, 2025
As we approach 2025, the changes in the business landscape are going to be significant, and many companies are already feeling the pinch. If you’re one of those business owners who’s noticing a decline in leads or a drop in website traffic, you’re not alone. Something is happening in the market, and businesses are beginning to see the winners and losers emerge.  But here's the critical thing : the reason many businesses fall behind is not because they lack tactics—it’s because they lack marketing leadership. Why Marketing Leadership Matters I’ve worked with many small businesses over the years, and one thing is crystal clear: most marketing failures stem from a lack of leadership. It’s easy to get caught up in the latest marketing tactics or rush into hiring a marketing agency, but without a clear leadership strategy guiding your efforts, you’re just throwing darts at the wall. Your marketing activities might be disconnected, ineffective, and lack the cohesion that makes them truly impactful. Marketing leadership is the key to taking a business from spinning its wheels to driving real, measurable growth. Whether you have internal marketing hires, work with an agency, or manage things yourself, someone needs to own the strategy and ensure marketing activities aligns with the company’s overall growth goals. This is what I call the missing ingredient in many businesses—marketing leadership. The Three Pillars of Marketing Leadership Strategy Thinking First: It’s not just about tactics; it’s about understanding where you’re going and how you’re going to get there. This means developing a clear marketing strategy that aligns with your brand’s core identity, including who you are promising to help (ideal customers) , what problems you are promising solve for them, and how your images, metaphors, colors, words, look and feel, dress, attitude, networks, consistency represents its promises. Once the strategy is defined, you’ll know exactly where to invest your resources and which marketing channels will move the needle. Fixing the Foundations: Before you get fancy with campaigns, you need to fix the fundamentals. This means ensuring your website is a trust-building workhorse , your messaging is aligned with your ideal customer’s needs , and your content is educational and building credibility . When you have a strong foundation, every marketing effort you put forth will be more effective. Building a Repeatable Process: A solid marketing process isn’t just about running ads or posting on social media; it’s about creating a machine that works long term. This process needs to generate consistent leads, build your brand, and retain customers. A marketing leader will help you build this process, ensuring it’s repeatable, scalable, and aligned with your business’s growth objectives. Marketing Leadership as a Service: The Future of Small Business Marketing What I’m seeing—and what I believe is the future—is that agencies need to step up and offer something beyond just execution. Instead of acting as subcontractors who only perform tasks, they need to take on the role of general contractors overseeing and managing the entire marketing process. Marketing leadership as a service is about providing that strategic oversight and ensuring everything aligns with the business’s long-term goals. Think of it this way: AI may be taking over certain tactical tasks, but it’s not going to provide leadership. That human touch—the ability to analyze, strategize, and lead—is what will differentiate the winners from the losers in the coming years. Businesses will need marketing support who can step in, assess the situation, create a roadmap, and then help execute that vision. The First Step: Are You Ready? In 2025, marketing leadership will be the key to success for small businesses. It’s not about doing more; it’s about doing the right things in the right order. If you haven’t embraced marketing leadership yet, now’s the time to make that shift and set your business up for long-term success. Final Thoughts It’s easy to get distracted by the shiny new marketing tactic of the week, but without a clear strategy and leadership in place, it’s hard to see real, lasting results. This year, make it a priority to focus on marketing leadership as the core of your growth strategy. The businesses that do this will be the ones that rise above the competition in 2025 and beyond.
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