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-- -- work in the Madison avenue advertising industry has shown him just how far a good story can take a business.
The TBWA chief diversity officer is on a mission to bring more women and minority owned businesses into the workforce.
-- here today to tell us about digital red -- the strategy that he's about to help team back ball.
Doug thanks so much for coming thanks for our members of vacate -- he has one of the most common mistakes that a small business.
-- when it comes to -- I think one of the most common mistakes business is making is that they're not very clear with their offering I think a lot of people try to do everything for everybody but they really should focus on one thing.
And be great -- that one thing and then build ancillary.
Projects and products around that one thing.
I also think that search is another huge issue I don't think people take search optimization seriously -- -- -- regards to the name of their business to could be so many alternative businesses with similar names.
Also the clarity of their logo should also be something small business and think about because a lot of times they don't put thought into some of these.
Marketing and communication nuances that can help them.
Get more business and -- think it off.
Brand message can really -- -- company early on.
Yeah I think you have to really stick with one thing -- do one -- -- if you look at -- all small businesses started they started with one idea of -- one segment and in -- grew and added and added nine.
And eventually making -- multinational corporations but you really have to do one thing well.
And I think a lot of times small business owners decide to try a lot of things which isn't bad you have to enter the NB.
Above the curve but also don't ever alienate your core audience.
Which is audiences supports you and -- easy for one specific thing.
You're working with women and minority owned businesses and hoping and bring more of them into the workforce -- tell me a little bit about that.
Yes so -- TBWA I work with the North American network of agencies to help get more women and minority owned businesses veteran owned businesses GL BT -- businesses.
Involved in our supply chain so to build the best creative messages really have to try to get the best opinions and the best touches from the most.
Niches in the United States of America and that really goes towards women owned businesses which -- the fastest growing segment -- America.
And minority owned businesses and get them more -- balls and commercial making process so.
Casting agents distribution.
Translation services -- a lot of businesses out there that we work with that many people may not know.
We really are looking going to X amount -- find new ways and opportunities to get more women and minority owned businesses with our suppliers and you develop these digital Brad -- such yeah so about that the first one is to attend events yes a lot of businesses say you know what can I do to be seen more what should I do to help my business if you were me what was do so I came -- digital bread -- so it's an eighth through.
Each guy the first.
To help build their brand on line to get more customers and also to.
Understand what their competitors that are so let's go through -- so attended that's obvious -- -- is attend events so there's many ways you can communicate with people today.
But in person trumps them all you have to go out there attend events a lot of times the same people show up.
From business is clientele so you really have to get out there and -- and failure face right number one and number two his blog -- blog about it so cool when they look at your website looks at your freshness factor result blogging is a great week keeper freshness -- It's a great way to write about the -- -- went to and start becoming more of the conversation with in the search -- Did you business to move to the top and you say number threes create case study how a small company do that yet I think one of the challenges for small businesses that they put -- -- was.
A sheet of paper moment everyone that they've ever worked with but -- no one who's what you did with -- yet just your name.
Everyone seems to work when everybody you never it never fails but what was the actual case studies you do with him because that makes.
Potential customers -- morning duties in the message and they can look into an aluminum wars and all that is exactly what I need for.
And that ties -- TUD which is.
To really look at search engine optimization where your competitors are where your traffic's coming from what pages are more popular I think people.
Don't really look at the data that's out there and really use it to their affairs and then next is everything counts what do you mean by that.
I think when you're a small business you many times don't think something matters you -- it's just a little thing always just it's just two seconds it's no big deal but the reality is with search.
With the Internet everything does count you could lose customers if you do something a little off kilter.
And you could gain customer asking you to tighten up -- did something right so everything does matter and it could just take two seconds very.
A lot of things -- at the touch of a book that's great.
So enact his FaceBook and foursquare yep -- and at the -- is really for the FaceBook which is obviously is over a billion users worldwide.
But they have great targeting tools for small ads he can always open appearance people's feet and also foursquare if you have a physical business location.
It's great to you can check out the local ecosystem around there through meta tagging so.
I think people should be really active and knows -- and people can check and when they come to you -- exactly.
I next gene is Google alerts via Google alerts I think is one of the most underutilized things we will do it who -- them find out if they're going to be on TV.
They're in the press it's an executives coming -- going.
And really get a good ecosystem of what's going on on the Internet it's the eyes of the Internet when you're -- -- great and then finally -- hash tag everything I'm so gaga you know if -- and he had had a little bit too much.
-- -- -- -- -- -- -- Attach tag everything which is.
The Twitter verse is taken off by leaps and bounds -- one of the fastest growing social networks.
So it's really important -- hash tag everything's -- -- -- that you could show up on trend list.
All those things collectively can help a business really.
Saw on our radar TBWA or many other people's radars throughout the advertising and communications.
Doug thanks so much for coming in all right thank you for -- Her meteoric -- Rogers foxbusiness.com.
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