Recently I read an article in The Roanoke Times about the Virginia Tech athletic director. He was talking about hiring big-time coaches and how that process works. The first football coach he hired happened after one relatively quick meeting and an on-the-fly negotiation. The whole process took place within a few days.

Coaching changes always make sports news and often cross into the mainstream media. Hires are done with multiple teams competing for the same big-name leaders, and as the VT AD shared, the decisions are made fast and for big dollars. Mistakes can cost millions or tens of millions of dollars. In fact, just a few months ago, an NBA professional basketball coach was fired in his first year after just 43 games (with a 33-10 record).

What is happening in the sports world that applies to those of us in business and industry?

Over the past decade, the NFL has had an average of 6.2 head coaching job openings each year. This year, as the NFL prepares for their annual draft in the next few weeks, there are eight new coaches leading their teams. One third of the teams will have new multimillion-dollar coaches in charge by the start of the season.

Bringing It2Small and Mid-Sized Businesses

The owners of these professional franchises and the front office personnel aren't likely to admit they've made a mistake. Players are getting paid a lot of money. Blame must go somewhere. Naturally, it s the leader s fault.  Let s fire the coach and see if a new voice can lead the team in a new and better direction.

Often the coaching approach switches from a  players coach,  who can identify with the team, to a disciplinarian who demands conformation. Then they switch back when that doesn't work. While many teams in the NFL have changed coaches multiple times, one team, the Pittsburgh Steelers, has had only three coaches over the past 54 years. All three of them have had winning records and won at least one Super Bowl. Remember, this article isn't about sports, it s about business.

Think for a moment about the value of consistency.

Most of you have your team, your clients, your prospects, and yourself in the mirror. You've put faith in the employees you have in place. You've weathered the storms, helped them improve, coached them as they coached others, and determined what wasn't working right when things weren't going well. Skip the scapegoat mentality and focus on improvement and better outcomes. If you can improve your leadership, that s the best course. You don't have a group of media outlets breathing down your neck or hundreds of thousands of fans screaming for change. It s your decision to make and yours to live with. Do all you can for them before making your own  coaching change for change's sake.

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Through the years, I’ve shared my professional background in television advertising sales. As a salesperson, I kept a close eye on the annual Emmy Awards. The more awards our shows won, the easier it was to sell commercials to advertisers – plus it was more fun to brag when you represented a network affiliate that won a big haul.

In 1999, when I was with an ABC-owned station, The Practice and NYPD Blue won a bunch of hardware. Edie Falco won the Best Actress in a Drama Series for her role in The Sopranos on HBO. That year, nine of the 10 primary awards were won by a major broadcast network.

When the Emmy Awards were handed out in 2014, five of the 10 primary awards were won by major broadcast networks. Breaking Bad had begun its incredible run and captured a handful of awards, and Julia Louis-Dreyfus was no longer on Seinfeld and took the award for her role in VEEP.

Recently, the Eagles were losing an NFL football game badly, so I tuned into the 2024 Emmy Awards. I was familiar with most of the shows being nominated, so it caught me off guard when only two of the top 10 winners were from a major broadcast network.

That’s a real trend, and there are reasons for it. For now, I’d like to share my observations about television’s biggest night.

Deliver Your Message2the Audience Where They Are
The reality is people are consuming more video than ever. They’re just not watching in the locations where past generations had their eyeballs and where advertisers and agencies traditionally placed their ads. Granted, broadcast TV still has the largest concentration of viewership, and when big events are happening, the nation tunes in to ABC, CBS, Fox, or NBC.

However, they are also watching cable networks, which during my sales career were the upstarts. Now the cable networks are being challenged by the streaming services – today’s up-and-comers. While audiences are consuming record amounts of programming, they’re watching on totally different devices. Our media director says, “I watch the internet on my TV, and television on my phone and computer.”

It’s a mixed-up media world, and making sense of it can be very difficult. There are rapidly developing options complicating your thought process as to where to invest those valuable advertising dollars. That’s why so many of our clients depend on our understanding, expertise, and direction as we guide them through the murky waters of “television” advertising.

It’s one of the most powerful sources of information in the world. One could make the argument that Google is the most influential resource known. Its impact is hard to measure, but the company remains omnipresent. You know how it impacts us – AI, YouTube, web browsing, maps, directions, email, and that’s just the ancillaries.

A recent query turned up the statistic that over 90% of all internet searches are done on Google, and that over 3.5 billion (with a B) searches are done via its search engine every day.
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It used to be food, clothing, and shelter. Now it’s probably food, clothing, shelter, and Google.  

A Simple Thing2Ponder  

It’s a good thing to utilize Google to help people find you. But when you are talking about Google – plain old search engine Google (not maps or YouTube, etc.) – there is something many people in business haven’t realized.

No one is hanging out on Google.

You need information – you go to Google and get it. Then you click on a link to the topic and go there! Maybe you get what you needed and leave the internetal together. What you don’t do is spend time in Google scrolling around.  

In that regard, Google is like the phone books from 30 years ago. Need a phone number – grab your Yellow Pages. Want to find an address – pull out the phone book, look up the business or your friend’s name, and there ya go. It’s a directory. Closed almost 99.5% of the time.

That’s like Google today. You’re glad it’s there when you need it.  

You used to have to be listed in the phone book. Now you have to be listed in Google. Businesses pay a lot of money for companies to manage their Google listings, accounts, and advertising. It has become a critical part of conducting business in the 2020s. 

Like the phone book, wouldn’t it be better to have someone search for your specific business instead of just browsing for “doctors (restaurants, plumbers, car dealers) near me”? The best way to pull people to you is to make sure customers think of you first. Then they use the directory to find you and get more information about your products, services, or location. Get them looking for you specifically. When you do that, Google becomes the pathway, not just the driver of traffic. That all starts with branding.

Not sure how to figure out branding and all the good things in the world of advertising? Click to connect with us. Or just Google it.

“We’re actively recruiting for…..”

This is a phrase, or even a buzzword, that c-levelers and human resources management types often toss around without a lot of thought. 

Actually, when you dig a little deeper you find it can mean a lot of different things to a lot of different people. As we begin anew year, the fact remains that staffing and talent acquisition, continues to operate within a complex reality.

There simply aren’t as many people as there are positions. That means there are changes you need to make as you enter 2024. It starts with the tactics you use forgetting better qualified and talented candidates in the door.

The BiggerQuestion4You

So, what does “actively recruiting” mean to you and your company?

Odds are the answer is, “we have a job posting on our website and we shared it onIndeed.” Is that a tactic or is it passively sharing that you have an opening? Sure, it’s a good place to start, but that’s just it. A starting place.

These days actively recruiting starts before you have an opening. Good recruiters and leaders meet with talented people even when open positions aren’t available. Face-to-face visits are a wise way to identify who could be a part of your team now, soon, or down the road.

Next, realize that with so many options for employment, potential employees are checking out employers with amazing scrutiny. One of the first steps they’ll take is to visit your website or check your social media channels. So, what are those outlets saying about you and your company? Are they showcasing your unique culture? Are you a good place to work?  Is the team interesting and engaging? Do you mix in some fun with hard work? Just be sure to highlight those unique things that will separate your office, team, and organization from others.

I’ve also found it very helpful to review my LinkedIn connections for people who might be a good fit for an opening I have. Asking fellow leaders if they know people who have some of the skills you’re looking for is another smart move. You might considering outreach advertising - radio, outdoor, digital, print, or even television - to help you leverage media marketing in filling those positions. 

Obviously, the tried-and-true methods for recruiting of days gone by, don’t work. In 2024, recruitment starts with leadership and specific acquisition strategies designed to get qualified candidates in the door faster.  

Actively pursue talent – at all times.

You’re always marketing. There’s no rest.

It doesn’t matter if you are a start-up, a tech company, a retailer, a home services expert, or anything else. Whatever you do in business or industry, you’re always marketing yourself. Or, as the pros call it, “personal branding”. The reality is, that in today’s 24/7 commerce environment, people, prospects, referral partners, clients, and even other businesses are checking you out to see what you’re all about.

So, it goes without saying, your Marketing is critical if you want to invite these prospective clients or customers to come and engage with you. 

Your website, socials, and other factors, just like your online reputation, validate what the prospect has seen or heard. While you may not be selling actively in any of those channels, you had better be putting a solid and consistent message forward. It’s essential to your business’ growth and your “personal branding”.

Better Execution4Stronger Outcomes  

I often see businesses, and business leaders, going through the motions. Some think that simply checking the boxes by “posting” this, “liking” that, and following “this other”, confirms their marketing challenges are being met.

However, being thoughtful and intentional with this work is the stronger play.

Determine what you are trying to say about your company, your culture, or your own persona. That will strengthen the message and reinforce your brand across all of these channels.  It may be an overstatement to say, “someone is always watching”, but that should drive how you message and market.

These prospects, potential employees, clients, or referral sources are keeping an eye on you and your company. What do you want them to see and hear? Validate yourself and your company with intentional messaging that captures the spirit of what you are about and how you do business.

Then, when you’re always marketing you’ll do it in a more focused manner.

That’s called “marketing that validates”.

Here’s a reality! Not all marketing and advertising concepts are absolutely critical to your business’ growth and development. You’ll hear from so-called experts that you must have a strong Search Engine Optimization (SEO) infrastructure in place, followed by an ongoing plan to build it, in order to see those big sales increases you want.

While that is sometimes the best approach, it isn’t always the case.

So many new business owners succumb to cookie-cutter schemes as they launch their companies. Or they’ll often try to build a foundation with marketing and advertising concepts that they’ve been told will deliver overall advancement.

I strongly believe in the power of implementing a marketing structure. It’s the right move for businesses large and small. What I’m suggesting is that, just because you own a business and something in a publication or online piqued your interest, doesn’t mean it’s the right move for you in your situation. Odds are your structure has some unique peculiarities.  

Let me explain.

Figure Out How2Grow Your Business

I recently met a new sole proprietor who was deeply focused on building the SEO of their company. That’s a worthy objective. In reality, this company was rapidly growing from word-of-mouth referrals and a second appointment channel through a partner organization. Fast growth – possibly faster than this business could manage – was the result of good work and a solid referring partner. So, before embarking on a complicated and long-term SEO program, that was greatly adding stress to this business owner’s life, I suggested giving themselves a break.

There is so much pressure on leaders from a multitude of outside voices that are causing frustration and anxiety.  

So, shut out the noise and focus on leveraging those referrals and lead sources that are in place and working. How are you caring for those relationships?  How are you nurturing those partnerships? How are you looking after those new prospects and potential clients? After you’ve done all that great work, are you following up with requests for new introductions and referrals?  

That’s where you start!

Once you’ve got the process moving cleanly through those pipelines, then you can embark on SEO, content, social media, and other outreach opportunities. That’s the orderly path that will fuel your further growth.