Jeremy Goldman, the CEO and co-founder of Firebrand Group (which he sold after recording this episode and has since been rebranded as Proponent), is here today to talk about how to future-proof your business. Jeremy is the host of the FUTUREPROOF podcast and the author of Going Social: Excite Customers, Generate Buzz, and Energize Your Brand with the Power of Social Media. He is an innovation and digital thought leader who has 20 years of experience driving global marketing.
In this show, we talk about the importance of getting the fundamentals down for local businesses. Jeremy gives advice and tips on how businesses of all sizes can use social media and unify their brand over all platforms. We talk about thinking outside the box, how to apply these principles to a fictional day spa, how Andre and Jeremy met, and more in this episode.
[03:37] A lot of businesses are struggling with being unsure of the technology that will dominate the future. People are wondering which technology of the future would be the best one to put their dollars and their attention.
[04:48] Make a few strategic bets to figure out what makes the most sense for you instead of dividing your time between the different technologies.
[05:10] Most people know that augmented reality exists, they just don't spend much time on it. Something like this could be a game-changer for retailers. People could try stuff out before buying.
[06:05] VR will probably become more mainstream too.
[06:34] Don't expect your organic content to get that far. You have to put a budget alongside your social media. Is something Jeremy picked up at the Social Fresh conference.
[07:39] Retailers are embedding AR in their apps.
[09:26] It's more difficult for brands to expect brand loyalty when it is so easy for the consumer to switch.
[11:32] We are all so busy, so the less friction the better.
[11:52] Capital One does a great job of unifying their brand over all channels.
[13:03] There are a number of different systems that you can use to aggregate different customer touches over channels such a Sprinklr.
[14:06] Aggregating tools can help create a seamless customer experience over multiple platforms.
[15:17] Start doing the basic fundamentals and then move on to the high-tech stuff.
[17:27] Local business fundamentals include SEO, take down negative information, take control of Google and Yelp listings, and make your web presence come to life with great images.
[20:02] Make your business something that people will talk about. Do something special that others aren't doing. Stand out from the pack.
[21:27] 89% of businesses have less than 20 employees and 98% of businesses in the United States have less than a hundred employees. Small businesses are the backbone of businesses in the United States.
[21:47] An example of a fictional day spa in New York City. Christina is the owner.
[23:20] Instead of being angry about a review, try to resolve the issue that caused that review.
[24:30] Instead of stock images, have real pictures of your business. Find micro or nano influencers and give them an experience and take some pictures.
[27:58] Give people something unexpected that can't be easily replicated. Do something outside the box that people might talk about.
[30:15] To future-proof your business you have to have the fundamentals handled first.
[32:35] Jeremy has a third book coming out soon about how to be a better predictor of the future and applying it to marketing.