The Biz Insight September 2016

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Biz Insight bu s i n e s s i n s i gh t

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APPLYING NFL STRATEGIES TO ATTRACT NEW BUSINESSES Every fall when the leaves change colors and the weather turns cold, I’m a small purple island in a sea of green and gold.

The ROI is giving back as a small business Owner These benefits are all about you and your business, a return on your investment of time.

l e a rn i n g i n s i gh t

The 3 Most Important Parts of Every Blog Post Portage County Business Council, Inc

If you’re blogging for business, there are three areas of every post you need to spend more than half your time on. Strangely, it’s not the body content.

You can check out all the content on our website!

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Before you say you have no time to give back, or before you grumble about already doing it, this is not your typical post telling you that you need © GraphicStock to give back to people who support you in your community. Instead, this article encourages you to give back as a small business owner based on what you will get. These benefits are all about you and your business, a return on your investment of time.

Here’s why you should think about giving back:

It decreases the number of tire kickers your sales people have to deal with by helping people self-qualify. They have easy access to becoming an informed consumer and once they approach you to buy your service or product, they know they want it. An educated buyer shortens your sales cycle and frees up your sales people as your sales people will then work with more “sure things” and less “maybes.”

small business owner you have a lot to give.

But they also have a lot to give back to you. Building a relationship with a mentee not only gives you another perspective and can help you in marketing to their generation, but adds a younger demographic to your network that can help you find interested interns and entry-level employees.

Mentees Yield Strong Connections Presentations Increase Word of Free Resources Reduce Tire Kickers Mouth Marketing and Shorten the Sales Cycle Another way to get involved in Giving back doesn’t mean hours of volunteerism, although it can if you’re so inclined; but there is something you’re likely already doing for your business that will help you build a loyal audience of customers who turn to you as an expert. Content marketing, and giving away your knowledge for free, increase sales and build your reputation as a leader in the industry.

It has another (secret) added benefit.

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your local community that pays off for your business is taking part in a mentor program. There are a number of options from Junior Achievementtype groups to a formal mentorship program through the chamber. You can even contact your local college that has a major in your area of expertise and offer your services as a mentor.

Millennials have a strong interest in mentorship. Many want to have their own businesses someday. As a

There are numerous groups within your community looking for cheap (aka free) speakers for their organizations. These include associations, school groups, PTAs, chambers, and other membership organizations. They are tasked with being a resource for their audience as well and they can’t do it alone.

While most won’t allow you to give a sales-y presentation, many do appreciate your knowledge and expertise and will give you a small

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plug at the end by allowing you to give out your contact information.

This is a great marketing opportunity for you. You are presented as an industry expert and you have a roomful of people in a semi-captive situation during your presentation.

No other form of marketing can say that.

If you make a great impression, people will talk about what they learned from you. Word-of-mouth marketing is one of the most

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powerful tools you have in your marketing arsenal.

A Takeaway for Giving Back As actor Kevin Spacey once said, “If you’re lucky enough to do well, it’s your responsibility to send the elevator back down.” While giving back is the right thing to do, there’s also value in it for your business.

By giving potential customers the resources they need to make an educated decision, and by helping

tomorrow’s leaders get started on their dreams, you’ll help them and they’ll help you.

Written By Christina R. Green C. Green teaches small businesses, chambers and associations how to connect through content. Her articles have appeared in the Midwest Society of Association Executives’ Magazine, NTEN.org, AssociationTech, and

Socialfish.

ODC AND CIC TO JOIN FORCES

In 2015, Opportunity Development Centers, Inc. (ODC) and Community Industries Corporation (CIC) both celebrated 50 years of serving the needs of individuals with disabilities. On September 8th, they announced a partnership as the two organizations prepare to become one.

The planned merger of the organizations, scheduled to take place on January 1, 2017, will strengthen their ability to meet their mission, according to Pam Ross, ODC president, and Gary Cumley, chairperson of the CIC board of directors.

“This partnership makes perfect sense,” said Ross. “Our organizational missions align completely, and now we will join forces to create even more opportunities for the people we serve.”

ODC has locations in Wisconsin Rapids and Marshfield, and currently serves over 500 individuals with disabilities in Wood, Portage, Marathon, Lincoln, Taylor and Clark counties. CIC has locations in Stevens Point, Plover and Wausau, and serves approximately 150 individuals in Portage and Marathon counties. Both organizations provide skills training, career exploration, job search assistance, and long-term, on-the-job support for people with disabilities. They also offer day services programs that provide life skills education, volunteer opportunities and community exploration activities.

“Both CIC and ODC have been innovative in developing services over the years,” said Cumley. “With our combined experience and expertise, we see this as a win-win situation.”

After the merger, ODC’s name will remain the same, and services currently offered by CIC will continue to be provided under their name at this time. Services provided by both ODC and CIC will go uninterrupted during and after the merger.

“The staff and board of directors of both CIC and ODC are excited about this collaboration and the opportunities it will bring,” said Ross. “This alliance will combine our organizations’ strengths and resources to move us forward in our mission – to empower people with disabilities to achieve their work and life goals.” For more

information go to http://www.odcinc.com/ September 2016

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APPLYING NFL STRATEGIES TO ATTRACT NEW BUSINESSES INSIGHT- SCOTT GLINSKI, PRESIDENT OF SKYWARD I’m a lifelong Minnesota Viking fan. There, I said it.

Here among the cheese heads, cheering for the Vikings isn’t easy.

Every fall when the leaves change colors and the weather turns cold, I’m a small purple island in a sea of green and gold.

Since the NFL season is just around the corner, I’ve been thinking about what would happen if we applied some of the same strategies used

by NFL teams to attract more businesses and entrepreneurs to Portage County. Let’s take a look.

BUILD THROUGH THE DRAFT Much like NFL teams build their rosters through the draft, Skyward works directly with local schools to develop early interest in technology. If we are to maintain a full pipeline for future talent, there’s no better way than by showing kids the career opportunities that are already available right here in Portage County.

Is it working? You bet! At last count, 243 of Skyward’s 526 employees have degrees from either UWSP or MSTC—and a large percentage of those started out right here in the local schools. We’re already surrounded by talent; we just need to find more ways to keep it here.

CREATE A WINNING CULTURE Remember when getting traded to the Packers was the equivalent of being sent to Siberia? No player September 2016

or coach wanted to go there.

How did they change the culture to make Green Bay an attractive destination? They brought in Mike Holmgren, Brett Favre, and Reggie White. Suddenly, top free agents were clamoring to be part of the smallest market in pro sports.

As a local business leader, what have you done lately to promote your company culture to the kids who will be entering the workforce in 5 or 10 years? Trust me when I tell you that teachers love taking students to local businesses to learn more about career opportunities that are waiting for them when they finish school. By working together, we can open the next generation’s eyes to the fact that they don’t have to go far to find the career of their dreams.

KEEP UP WITH THE (JERRY) JONESes In the last few years, as shiny new mega-stadiums sprang up with high-end amenities for players, staff, and fans, the Metrodome was looking like an outdated relic. This fall, my beloved Vikings are moving into a state-of-the-art $1.1 billion home — U.S. Bank Stadium — to keep pace with the 31 other teams.

Our great schools, low cost of living, and abundant recreational activities make Portage County a great place to live and work.

But this is no longer enough.

Much like NFL teams, we need to make sure our community has the infrastructure and amenities that will make it attractive to prospective businesses and

employees. At Skyward, our new 190,000 square foot world headquarters offers plenty of room for future expansion and cuttingedge features that will help us compete for top talent for many years to come.

TEAMWORK WINS CHAMPIONSHIPS In the NFL, players make plays but teamwork wins championships. One of the things I like best about living in Portage County is that the people here look out for one another. We need to adopt that same concept of teamwork to economic development, and one of the best ways to do that is by becoming active in the Portage County Business Council.

Whether you’re a fan of the Packers, the Vikings, or some other team, the growth of our community is in all of our best interests. Let’s continue working together to make Portage County a place that any growing business will be proud to call home.

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THE 3 MOST IMPORTANT PARTS OF EVERY BLOG POST If you’re blogging for business, there are three areas of every post you need to spend more than half your time on. Strangely, it’s not the body content.

The Title

This aspect alone affects whether most readers decide to click the link or not. If they don’t like your title they won’t click the link. You need them to click the link in order to read your brilliant post.

But how do you create an enticing title?

There’s no one right answer. The answer lies with your audience. Some audiences react to salacious titles, while others respond to provoking insecurity such as

“The Number One Thing You Don’t Want to Do on Your Website” Some people will click so fast they break a nail just to see if they’re guilty of the one thing they shouldn’t be doing.

Numbers are often popular. People like lists. They can skim them quickly.

Try a variety of title types and see which ones produce more clicks.

You can also post different titles of the same article to social media to see which ones receive the clickthrus. Ultimately, go with what your audience “tells” you.

The First 12 Words Assuming you have the title down, your reader will now look at the first two sentences. WordPress will pull the first 150 characters or so for the meta description, if you don’t provide your own, so you want that to be equally enticing.

Make it tight. Every word in the first 12 must carry its weight, no fillers.

Tell your audience what they will learn and allude to how it will solve their problem(s). Don’t tell them how it will. They won’t read the rest of the article. Seduce the reader with a bit of information. Imagine the first couple of sentences as a well-constructed, grammatically-correct tweet.

The Call-to-Action Every business blog post must have a call-to-action. Yes, every one. If you don’t have something for your potential customers to do, why should they be customers?

You have their attention. They’ve made it to the end of your post. Don’t end your time with them without asking for the next “date.”

You can invite them to answer a question at the end of the blog, download some free materials, or contact you for more information.

If you hate remembering a callto-action with each post, create a standing one through a WordPress plug-in or with the help from a

designer. This call-to-action footer will appear at the end of every post so you don’t have to think about it.

The only time a call-to-action may be inappropriate in business is when you are a guest poster on someone else’s site. In that situation ask the host what closing they feel most comfortable with. Some will allow you a call-to-action for your business while others want the call-to-action to be theirs.

Once you have the title, first few sentences and call-to-action perfected, you’ll be surprised how quickly the body content comes together.

Christina R. Green teaches small businesses, chambers and associations how to connect through content. Her articles have appeared in the Midwest Society of Association Executives’ Magazine, NTEN.org, AssociationTech, and Socialfish. She is a regular blogger at Frankjkenny. com and the Event Manager Blog.

The Biz Insight is a monthly digital publication published by the Portage County Business Council, Inc. For information please contact us at admin@portagecountybiz.com or at 5501 Vern Holmes Drive; Stevens Point, WI 54482 | www.portagecountybiz.com | 715-344-1940

Portage County Business Council