Why Values are a Core Part of Marketing with Paul Mackiewicz | MP 100

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On this marketing podcast, Paul Mackiewicz talks about Why Values are a Core Part of Marketing

What differentiates you from the rest? Are you prepared to be compared? Have you sat down to think about your values?

In this podcast episode, Sam Carvalho speaks about why values are a core part of marketing with Paul Mackiewicz.

Podcast Sponsor: Brighter Vision

An image of Brighter Vision Web Solutions is featured as the sponsor on Faith in Practice Podcast, a therapist podcast. Brighter Vision builds all in one websites for therapists.

Are you looking to build your brand, but don’t know where to begin when it comes to marketing your practice online?

Whether you’re a seasoned clinician in need of a website refresh, or just out of school and need to build your very first therapist website, Brighter Vision is the perfect solution for you. From building your brand and designing a beautiful, customizable website to reflect that, to helping you rank higher with search engines, all of Brighter Vision’s online marketing tools are created specifically for therapists.

If that piqued your interest, keep listening… Right now, Brighter Vision is offering one of their biggest discounts ever during their 4th of July Sale. Sign up for any website package by Friday, July 8th to receive their exclusive tiered discount of $5/month off the START Plan, $10/month off the GROW Plan, or $20/month off the FLOURISH Plan during your first year with Brighter Vision!

All you have to do is go to brightervision.com/joe to learn more and take advantage of this great deal.

Meet Paul Mackiewicz

A photo of Paul Mackiewicz is captured. He is an Army Veteran and experienced marketing professional. He is the Founder and CEO of #SMART Business Consulting. Paul is featured on Marketing a Practice, a therapist podcast.

Paul Mackiewicz is an Army Veteran and experienced marketing professional. He is the Founder and CEO of #SMART Business Consulting, a digital marketing agency which provides professional service businesses with a trustworthy and knowledgeable team.

Paul truly enjoys offering up actionable tips that can be put into place right away to help small businesses grow. He specializes in helping medical professionals, lawyers/attorneys, accountants and others within the professional services space get their digital marketing efforts off the ground.

Visit #SMART and connect with Paul Mackiewicz on Facebook, Instagram, Twitter, and LinkedIn.

FREEBIE: Free webinar on optimizing your most important business listing, GMB

In This Podcast

  • The “zero moment of truth”
  • “Be prepared to be compared”
  • Portray your business values online
  • Paul’s advice to private practitioners

The “zero moment of truth”

The zero moment of truth has its foundations in traditional marketing, and has three processes:

  • Awareness
  • The first moment of truth or “the shelf”
  • The experience or the “second moment of truth”

Now, with modern technology like smartphones and the increasing prevalence of using star ratings and majority opinions, people can gather information quickly to make informed decisions.

Because we have all this information, we naturally want to compare products and services more than we ever did in the past, and so the zero moment of truth is slotted right between awareness and the actual buying decision. (Paul Mackiewicz)

“Be prepared to be compared”

In the modern marketing world, be prepared to be compared. To be seen as authentic and to connect better with potential clients, you need to be able to build a basic emotional connection with them.

Scrutinize your imagery, fonts, colors, and layouts. Use marketing principles to build a social media presence that helps you to stand out in the right ways.

Overall, the best to help you stand out is to answer reviews.

The biggest [mistake that people make] is [not] answering reviews. It blows my mind that businesses don’t answer every single one. (Paul Mackiewicz)

Answer reviews, both positive and negative, as if you were having a face-to-face discussion with that person.

You can reply to a review in a professional yet sincere way that can change someone’s emotional response.

Portray your business values online

You can never go wrong with living out your values because they will attract your best clients and repel others, which saves you (and them) time, energy, and money.

Pulling those values out of a client during those onboarding calls, that’s what I really enjoy doing. (Paul Mackiewicz)

Many businesses don’t know who they are or what their ultimate mission is, and working with your values will guide you and help to shape your business avatar and its purpose.

It’s something I implore business [to do]. Sit down and think about what your values are, and think about what differentiates you … why am I picking you? And if you can’t come up with a good answer, then think harder! That’s what marketing is. You have to have that answer. (Paul Mackiewicz)

Paul’s advice to private practitioners

Be prepared to be compared. Shop yourself. Take a look at the competition, and ask yourself the serious questions; would you choose yourself as a customer?

Useful links mentioned in this episode:

Check out these additional resources:

Meet Sam Carvalho

A photo of Samantha Carvalho is captured. She is the Chief Marketing Officer and Designer at Practice of the Practice. She is the host of the Marketing A Practice Podcast and helps therapists successfully market and brand their private practices.Sam Carvalho is a graphic designer living in Cape Town, South Africa, with over five years of experience in both design and marketing, with a special interest and experience in the start-up environment.

She has been working with Practice of the Practice since 2016 and has helped over 70 therapist entrepreneurs take their practices to the next level by enhancing their visual branding. She loves working with a variety of clients on design-intensive tasks and is always up for a challenge!

Follow Sam on Instagram to see some of her work. To work with Sam, head on over to www.practiceofthepractice.com/branding.

Thanks For Listening!

Feel free to leave a comment below or share this podcast on social media by clicking on one of the social media links below! Alternatively, leave a review on iTunes and subscribe!

Podcast Transcription

[SAM CARVALHO] Welcome to the Marketing a Practice podcast with me, Sam Carvalho where you’ll discover everything you need to know about marketing and branding your business. To find out more about how I can help you brand new business visit www.practiceofthepractice.com/branding. If you’d like to see some examples of my design work, be sure to follow me on Instagram at Samantha Carvalho Design. With us today is Paul Mackiewicz, founder of hashtag #SMART and an army veteran defining his way into the digital marketing industry, working at two different Inc. 5,000 fastest growing companies. Paul struck out his own. Now he helps small businesses get a true understanding of their client’s behavior and uses that information to create highly effective digital marketing strategies. Hi Paul, thanks so much for joining us today. [PAUL MACKIEWICZ] Hey, Sam. Pleasure to be here. [SAM] What I always ask every guest that comes onto the show is can you tell us a bit about how you got here and what your backstory is? [PAUL] Yes, I have one of those fun, like meandering career paths. It’s not like I was in high school and I knew what I wanted to do and I went for it. I went to college, I changed my major four times as a freshman. I had no idea what I wanted to do and being one of six kids, I was a little bit of the wild child, so I showed up at my parents’ house and let them know I joined the military. “I leave in two weeks. Love you guys. See you in a few years.” Yes, I joined the military and after I got out of basic in AIT, I was in Iraq two months later. So I was part of, one of the very early units that went into Iraq, would’ve been like 2004, I did my time, the service, I got out, I became a golf professional for a few years, which I loved, it was an amazing career. You just can’t make much money doing it. It’s a little tough unless you’re really, really good. So I gave that a try, I ended up back in retail and I was taking night classes. I took like eight years to get through college because I was working full time, night classes. Finally, I decided I’m done with retail, I’m going to get into business management. So I always found I was very good. My classic education will say is in marketing management and organizational management. So I wanted to pair those two together, start running some businesses. I saw lucrative financial opportunities there. So I was playing golf with a guy, it’s like a common story in my career. playing golf with a guy, he had this idea for a driving range, indoor simulators, bar, restaurant, like entertainment center. He hired me to run it and so I ran that for about two years and I made that guy a lot of money, which is another theme of my career, making lots of money for other people. So after doing that for a while I decided I want to do something on my own. I was up in upstate New York, which is actually Western New York, Buffalo, which is where I’m from. It’s right by Niagara Falls. So I decided to go to the other side of the country and see what I could do for a while. I moved to New Mexico and I always liked riding scooters so I was playing some golf out there. I pitched this idea to a guy I was playing golf with and we decided to start his little scooter rental company. I built five pop-up locations. I ran that entire company off of Google Sheets and Google Forms and ran some scripts. I would shoot them a PDF and turn on a GPS locator on it and they would take these scooters out for the day and they’d bring them back. So we’d go and do events and like I said, five locations throughout New Mexico so I was traveling constantly just trying to make this company work and it was really burning myself out because I was just nonstop. I was sleeping in hotels every night or even in the back of shops just hustling, hustling, hustling, and an opportunity came up in New York city to go work for a digital marketing company. I always wanted to live in New York. When you grow up on the other side of the state, people don’t realize how big New York state is, it’s about an eight-hour drive from Buffalo to New York so, it is pretty far. I always wanted to go to the city and one of my best friends happened to have a roommate leaving at about the same time so I went out there and I got into digital marketing. It was with a company called Main Street Hub, which eventually got bought by GoDaddy. We were an Inc. 500 fastest growing company two years in a row. When I got there, I think there was like 17, 18 people on the floor. By the time I was leaving two years later, there was over 350 and I was managing this huge sales team. So we were running the, basically running the social media and reputation management and mobile websites for local heroes. I always loved that phrase that they used, which was like Mom-and-Pop shops, auto shops. I was the golf course guy, because I had so much experience in golf that I had all these golf courses, I was running their social media. Then I met the future wife, the lady of my dreams and we decided to move to Miami. So in going to Miami, I found a digital marketing company down there and got there and they really were missing a lot of the skills that I had learned with Main Street Hub and with running some of these other businesses, building systems and having good lead generation how to manage a pipeline, CRM. They were very good at what they did, which was SEO and website design and so I got to learn that side of the business, but they weren’t very good at managing the process, which I got to come in and build. Luckily it all worked out and we made the Inc. 5,000 lists two years in a row. So we were growing very quickly over there. Then my wife got her dream job out here in California so we’ve been in Los Angeles for about five, six years now. I got a promotion right before I left. They asked me to become a VP of client success. So I said, sure, I’ll do it. Here’s my plan. Here’s what I’m going to do but I’m going to do it from LA. How do you feel about that? They said, oh, we don’t want to lose you. So yes, go ahead and do it out there. You know what, while you’re out there, open us an office in Los Angeles. I said, sure, let’s do that. So we got some sales people out here. I stayed with that company for about two years out here and we did some really awesome stuff. Again, I got to that point, I was like, yes, I’ve been making all this money for all these other people. Like I’ve got the skills, I’ve got the know-how, I’ve run businesses. It’s time for me to just do it myself. So about three years ago, I branched out and started my own company. The reason that I started my own company was because even with Main Street Hub, being this huge, amazing, fast-growing company with, on the map, being this huge, amazing, fast-growing company, both from the retention, actually like keeping clients around was shockingly low, like average clients would say six to nine months. I was like, why is this? Even though we’re doing pretty good work for them, I just saw this huge hole in the marketing area, marketing industry to really like build a lot of client loyalty to being an army guy, to build like my army of good, honorable legit businesses that are loyal to their customers and really providing this amazing client experience and displaying it online. I felt like these marketing companies really like putting people in boxes and saying like, hey yes, we’re going to post two times a week for you on this. We’re going to do, is very like regimented, which works for works for a marketing company. I don’t know if it necessarily works for the actual practice. Yes, the client is not getting the attention and the TLC, the tender love and care that they really need in order to portray themselves online. So in starting this company, my whole goal was, we’re not a sales company. We are a production company. I’ve got about, let’s see what 10 employees now and I am the only sales guy because I feel like we’re not a sales company. I want to sit down with the client, get to know them, understand their values as a business, build a strategy around who they are, not just putting them in a box and saying, well, it works for that guy. Then I sit down with my team and strategize with them and we come up with actionable tasks that would suit that client best and then we take action. So a lot of the talks that I do have been around values and really understanding the needs of a business and thinking about how to properly portray them online without just slapping a logo on a stock image and shooting it out on Instagram and crossing your fingers, which is what so many companies do. So we just try to be very different in that we try to be really forward thinking, very proactive. If we see something that needs to done, it’s not like we’re reaching out to the client saying, hey, can we do this? We just do it and then we tell the client like, “Hey, we saw an opportunity here. We jumped at it. We did it. It’s working.” So that’s really the basis of my company though, is trying to be a very honorable, based in integrity, clarity, transparency type marketing company, which I feel like there aren’t enough out there. [BRIGHTER VISION] Are you looking to build your brand, but don’t know where to begin when it comes to marketing your practice online? Whether you’re a seasoned clinician in need of a website refresh or just out of school and need to build your very first therapist website, Brighter Vision is the perfect solution for you. From building your brand and designing a beautiful customizable website to reflect that, to helping you rank higher with search engines, all of Brighter Vision’s online marketing tools are created specifically for therapists. If that piques your interest, keep listening. Right now, Brighter Vision is offering one of their biggest discounts ever during their 4th of July sale. Sign up for any website package by Friday, July 8th, to receive the exclusive tier discount of $5 per month of the start plan, $10 per month of the grow plan or $20 per month of the flourish plan during your first year with Brighter Vision. All you have to do is go to brightervision.com/joe, to learn more and take advantage of this great deal. That’s brightervision.com/joe. [SAM CARVALHO] No, definitely. Just as you were saying that now, I mean, I think there’s definitely a gap in the market for that. I think there is almost like a trend to people wanting to work with more boutique companies, as opposed to these massive marketing agencies where, like you said, you just become a number and you just get given like the general strategy as opposed to somebody actually really digging in deep to your marketing needs and what’s going to work for you so I think that’s great. So Paul, can you speak a bit into hacking consumer behavior with digital marketing using zero moment of truth, maybe first defining what zero moment of truth is and then moving on from there? [PAUL] Yes, that’s great. So you’ve never heard of the phrase zero moment of truth before, or what is that? [SAM] I haven’t. [PAUL] Okay, this is one thing I found really fascinating. So Google released this 10 years ago. This is not a brand-new concept. I do so many talks on it, and I’m always surprised that maybe somebody at Google really dropped the ball and they just didn’t promote this idea, but it’s fantastic because it’s really been, with COVID and the lockdowns and businesses like struggling and going through all this so much more decision-making has gone online. There’s telehealth now and telemedicine, like people are really leaning into this online side and it’s the exact way people make buying decisions. We don’t have backyard barbecues anymore and say, hey, who’s your doctor? Do you have a recommendation for me? If that’s going to happen somewhere, it’s going to be like Facebook. Or most people, how they’re going to make a buying decision is they’re going to Google something or they’re going to, and if you Google something, what are the first things that pop up? It’s like Yelp, it’s your Google Map listing, it’s whatever directories you listed in or review sites that are out there. So the zero moment of truth is to actually define it, you have to know a little bit about traditional marketing. So traditional marketing was always three step process. There’s awareness, there’s the first moment of truth, which is also called the shelf and then there’s the experience, which is the second moment of truth. So to put this into application, sitting at home with the wife and we see a commercial for a cereal and then when we go to the store next time I’m starving. I want a cereal. I pick up the one because I’m aware of that business. Their advertising did something to me. I go home, I eat it, I either love it, or I hate it. Then I want to jump online and tell the whole world about it. That’s becoming aware of the product, actually taking the buying action, the shelf, and then my experience on it whether I become an advocate or a detractors of that brand. What the zero moment of truth is now that we all have these amazing computers in our pockets, that we reference everything and also the fact that you go to Amazon, you go to Netflix, you go to anywhere, there’s star ratings associated with everything. I can get 30 people’s opinion on something in 10 seconds. Because we have all this information, we naturally want to compare products and services more than we ever did in the past. So the zero moment of truth is slotted right in between awareness and then the actual buying decision. So now I’m going to become aware of something, I’m going to Google it, I’m going to look it up. I’m going to decide, I’m going to read what 10 people think about it. If you’re anything like me, you’re probably going to read the negative reviews first and then be like, ah make a decision then read some of the positive ones and feel it out that way. But the businesses that aren’t acknowledging that and really addressing that those are the ones that are taking the biggest hit right now. One of the phrases I use with my clients all the time is you just have to be prepared to be compared. I work generally with doctors and with attorneys. So I work with high ticket people there. One conversion is we’re talking about thousands of dollars. If that conversion is going to come down to me searching pediatricians near me and all those little red dots are going to pop up on Google, I’m going to click through some of those red dots, I’m going to see star ratings. I’m probably going to read a few reviews. Why have these businesses not taken that step to ensure you have beautiful imagery on your Google business listing, something that’s going to going to build an emotional connection with me? Similarly, like on a website, so many websites you get to, especially applies to my attorneys where like, I don’t want to work with you. Off of that first, like 10 seconds on the website. I’m like, I either feel like you’re slimy, or I feel like you’re too cocky maybe. There’s nothing on there that is building a positive, emotional connection with me. The biggest area that people have is just answering reviews. I mean, it blows my mind that businesses don’t answer every single one. If somebody were to come up to you in person and be like, I had an amazing experience, it was fantastic, I felt well taken care of you wouldn’t just turn around and walk away. You probably also, wouldn’t just say like, yes, you wouldn’t say thanks for the review and then turn around and walk away, which is what a lot of people do when they do answer like, oh, we’re answering them. I’m like, you put three words there. Is that like building a relationship with that client? Is that taking that next step? Even when you’re looking at negative reviews so many people are scared to answer them. It’s like, oh I don’t want to be confrontational online. I’m like, you’re not being confrontational. If somebody said that to your face, you would respond. You can do it in a very polite, empathetic, sincere way that is going to change the emotional response somebody has to that review for the next 10,000, 20,000 people that are going to read it. Chances are, screw that guy. They left you a negative review. They’re probably not coming back but you’ve got 10,000 people that are going to read that review. [SAM] It’s going to happen. [PAUL] What is your response to that — [SAM] I think it’s interesting because it’s almost an adjustment. I mean, like you said, if somebody had to come up to them in person, they wouldn’t just ignore them or just say, thanks and turn around. Like, it’s a whole adjustment from the physical to the digital, which I think COVID has obviously hugely accelerated. So exactly, like you said, I mean now the main area that we’re choosing brands is online and so your reviews and all of that comes up first. That’s like your storefront almost, and that’s what is going to make a good or bad impression on your brand. So like you said, you really want to focus on making sure that that is all up to scratch. I totally agree with the website side of things. If I come across a Dodge or not well-designed website, I immediately get turned off the brand. I mean, in actual fact it may not be a representation of their actual service, but for me, it just puts you off straight away. You don’t really want to work with them after that. [PAUL] Yes, the word I use all the time when we’re designing a new website for someone is experiential. If anybody goes to our website, hashtag-smart.com, there’s like this big floating brain, this weird thing as you scroll down. Videos are going on in the background, like it’s meant to engage you. It’s meant to say, yes, we’re cool. We’re dope. We’re awesome. Come work with us. Reach out. Because this is an experience that you are putting potential clients and customers through. So not only are you thinking about like the review side. We’re very visual people now so the amount of benefit from just having some professional photos done is exponential. Like you use those photos for the next five years. The amount of businesses that don’t have very good photos is also pretty mind blowing to me. Then the last thing that I talk a lot about is just understanding your values as a business, and then portraying that online some way. Being an army veteran, I mean, not that I was the greatest soldier in the world, but one of the things that I do like to think is that I’m very honorable. If I say something I’m going to do it. I really try to meet all the expectations. I try to manage expectations very clearly. So like when we’re doing a website for somebody, they get like a schedule of like, hey, you’ll have version one in three in 15 business days. Here’s how to leave feedback for it. Here’s how to record your screen and give us audio feedback and then send the file to us. I manage expectations through every stage of the process, because then end of the day, it’s easier for us, we have a better experience building it, it’s easier for you as a client, you have a better experience through it and the total outcome, the product at the end is a much better representation of you as a business, because we we’ve been able to elicit that feedback through every step. That’s one of the core values of our company, which is transparency and clarity and simple. We really try to try to keep these things. So my team here is the army core values all the time, because those are, maybe I don’t drilled into my head so much. They’re really easy to remember. It’s just leadership, duty, respect, selfless service, honor, integrity and personal courage. I could post all day on social media talking about those things because we live them as a company. I’m constantly telling my team, reminding my team that that’s who we are. I let them know if I have any experiences that I’m able to display it in some way, like I had a woman super, super sweet, she contracted us for a website. The website, like we hadn’t even gotten to version, we hadn’t even gotten to version one yet and she was calling me and she started like, she was telling me like, “Oh, I’m running out of money. I can’t do this.” I was like, first off, shocker that you paid somebody for a website and then you’re calling them two and a half weeks later saying that you’re out of money. I get it. Are you serious? Are you being serious or are you just like, did you find a better deal with somebody or you can have a friend build it or something?” I was trying to get to like, what is the real reason here? There’s no way you’re running out of money, but she’s like, no, actually I’ve been going through this legal thing for a long time and I don’t have a way to get out of this currently and I just need funds. I said, all totally fine. Use your 100% refund. Even though we’ve been working on a site for like two weeks, the site was probably 80% of the way done and not that I’m endorsing any other digital market company to ever do this, but I felt bad for her. So I was like, here you go. Here’s the site files. Create your own account. We use Webflow for our websites so I was like, create your own account. Here’s your website. Good luck. My team sees that and they see that like, I’m empathetic. I care about her. I tried to figure out if she was full of BS first and I decided that she wasn’t. And I feel like that just leans into being honorable as a business. So pulling those values out of a client during those like onboarding calls, that’s what I really enjoy doing because, I’m sure you could probably talk to those too, there’s so many businesses that don’t know who they are. With my attorneys and doctors, one he’s like, oh, I do free consultations. I’m like, great. So does everybody. He’s like, oh, I have great bedside manner. I’m great. So does everybody like. What is it about you? Why am I picking you over the 30 other osteopathic doctors that are right near you? It took about four months. It was not an easy process. It was a lot of meetings that finally, I was like, what do you and your kids do? Finally, he’s like, oh, we like going to Harry Potter World. I’m like, great. You are the Harry Potter doctor that I can work with. Like do you got some pitches of you and the robes and some hogs, like what’s going on with it? And now his business is growing because people have, you get to his website, you get to his Instagram, his Facebook, immediate emotional connection. If you like Harry Potter and you see this doctor, you’re like, oh, this is my guy. So finding those things about a business is what I really enjoy doing. Then having an amazing team that’s able to implement the strategies that I build that’s why we’ve been a successful company, but it’s something I implore businesses to really sit down and think about what your values are. Think about what differentiates, what is it, if I was looking at 10 attorneys or medical practices right in this area why am I picking you? If you can’t come up with a good answer, then think harder. Sit there longer. That’s what marketing is. You have to have that answer. I don’t think marketing companies do a very good job of helping businesses on that side. They expect them to bring that information to them, but I mean, yes, so many businesses don’t know. I mean, they really, really don’t know. I’ve dealt with, I’ve worked with, well over a thousand, I’d say thousands of businesses in my digital marketing career and if I had to put like a percentage at it, I’d say 90% of businesses don’t really know who they are. That’s the fun part of marketing. It is like the idea phase, coming up with that stuff, figuring out those strategies, having fun with it. It’s like my company. I love golf. When my clients hit a one-year anniversary, they get a sleeve of golf balls. It’s got our logo on it and they get a gift card to a local golf course that’s got enough for two people to play. So I’m like forcing them to take me and then — [SAM] Settle [PAUL] It deepens that relationship. Yes, exactly, exactly. That deepens that relationship I have with that client. Now how much easier is it for them to say like, on social media, I’d really like to do something new with this. I’d like to go with this direction. Yes, I have those conversations with me. And find ways to incorporate things that are special about you. Like something special about me, I’m a really good golfer and I love it. So why would I not work that into part of my business? Sorry, I feel like I was just rambling there for a while, but there’s so much. [SAM] Yes, it’s so good. I think you touched on some really important points there, power of storytelling, power of, like you say, just knowing who you are, why you’re doing what you’re doing. I mean, I feel like any book on marketing that you read will tell you to figure that out but like you say are people really taking the time to figure it out? If they are, do they know how to? So it’s really great that you guys come alongside people and help them do that. Paul, I believe that you have a free giveaway for our audience. Can you speak a bit about that? [PAUL] Yes. So I know I can certainly speak to, in the US, your Google Business listing is by far the most important listing you have out there. Google is not a dumb company. They are constantly giving you more opportunities to convert, more opportunities to really optimize that immensely important business listing, things like product cards and service cards and messaging right through it, tracking phone calls through the analytics. So many businesses, especially in the medical industry really have not stayed up with it. They don’t have good images. They’re not getting good enough reviews. They’re not answering reviews. I just did a webinar. It’s only about like 25, 30 minutes long, but it walks you through everything on your Google Business listing that you need to ensure that you’ve turned on, like the messaging, how to build product cards. I’m a huge advocate for Canva, for small businesses. I mean, it’s 20 bucks and the amount of graphic design, cool things you can build in there in five minutes is pretty amazing. You can utilize that to help you build product cards. There’s also a live chat on it that either myself or someone on my team is always monitoring. So if you have a question while you’re watching it there’s also, it also prompts you to answer a few questions so you can stay engaged and be ensure that you’re getting the most out of that webinar. But if you ask a question from it’s going to come right to me or my team. The best way to get on there for that is my website is zmoexpert.com, Z-M-O-T-E-X-P-E-R-T.com. Right on it, it’s probably like a third of the way down the page, you’ll say Google My Business webinar 2022. We would try to update it every few months just to make sure that we’re really staying on top of everything, but it’s a free webinar. It’s awesome free information. We also have some other really cool tools that we allow for like two-week trials on our dashboard that we use to manage all the social media accounts and business listings and reputation management. We have a really, really great dashboard. It saves a business about 20 hours a month in managing everything, so it just puts everything in one singular hub. So we let you try that out for free for two weeks. That’s also available right there on zmoexpert.com. [SAM] Awesome. We’ll definitely have all of that linked in the show notes. Paul over and above heading over to zmoexpert.com, is there any other way that people can get in touch with you? [PAUL] I’m a calendar person. I’m very strict in my calendar. So I do put my calendar link on zmoexpert.com too. So if you want to just grab 10, 15 minutes to talk a little strategy or want me to take a quick look through some of your stuff, it’s really what I love doing more than anything, sitting down with a business owner being like, “Hey, tell me about yourself.” Okay, well, it doesn’t say that anywhere. So here’s some tools, here’s some things to put into practice. You’d be amazed with what a 15, 20-minute conversation can really push some needles for some business owners, which is what I love. I love seeing some aha moments and then going, oh this doesn’t have to be so hard on the digital marketing end. So that’d probably be the best way to get in touch with me, is just grab a time right in my calendar to speak. [SAM] Awesome. [PAUL] I don’t look at LinkedIn that much. I get blasted with the solicitations on LinkedIn all day., s I don’t even look over there too much. I know I need to do it better. Instagram is always a good one for us. Just #smartmarketing, all one word. [SAM] Cool. Again, we’ll have all of that links in the show notes as well. If every private practice only in the world were listening right now, what would you want them to know? [PAUL] It’s the phrase I go to all the time, which is just be prepared to be compared. Shop yourself. Search for, if you’re a pediatrician, search for pediatricians near me, take a look, see what the competition looks like and ask yourself the serious questions. Like if I needed a pediatrician right now, would I choose myself based off of this initial interaction I’m having with these businesses. So be prepared to be compared is just the, it’s the best advice that I think any business can take right now. [SAM] Awesome. Thank you so much for all of the value that you’ve provided in this episode and for being on the Marketing a Practice podcast. [PAUL] Thank you so much, Sam. I had a great time. [SAM] Thanks again to Brighter Vision for sponsoring this episode. Remember if you want to take advantage of their biggest discount ever be sure to head on over to brightervision.com/joe. Thanks for listening to the Marketing a Practice podcast. If you need help with branding your business, whether it be a new logo, rebrand, or you simply want some print flyer designed head on over to www.practiceofthepractice.com/branding. If you’d like to see some examples of my design work, be sure to follow me on Instagram at Samantha Carvalho Design. Finally, please subscribe, rate, and review this podcast on iTunes if you like what you’ve heard. Talk to you soon. Marketing a Practice podcast is part of the Practice of the Practice podcast network, a network of podcasts seeking to help you market and grow your business and yourself. To hear other podcasts like Beta Male Revolution, Empowered and Unapologetic, Imperfect Thriving, or Faith in Practice, go to practiceofthepractice.com/network. . This podcast is designed to provide accurate and authoritative information in regards to the subject matter covered. 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