Do Business Like a Shark – Outsource Company Weaknesses Focus on Strengths

I just read a post from one of our clients, TriStarr Staffing: Like A Shark – Focus On Your Companies Strengths – Outsource Your Weaknesses In his post Scott explains how sharks outsource their weaknesses so they can focus on what they are good at, hunting.

outsource like a shark

A shark “outsources” its weaknesses: keeping itself clean, and protecting itself from disease, to other fish.  Remoras clean parasites from the shark’s teeth and perhaps skin. Remoras eat the parasites off the underside of the shark to keep it healthy and alive. This allows the shark to remain healthy and focus on what it does best – hunt.  The Remora gets “paid” as well; they get a free meal and “protection.”

This concept can be related to your online marketing plan too. As I mentioned TriStarr Staffing outsources what they don’t understand, and yes it is true even large companies like Adidas, Armstrong and Verizon outsource their online marketing to agencies. Sometimes they even use multiple agencies!

We also work with a company in the industrial sector that is run by brilliant engineers, but when it comes to getting found online they’re at a loss. Your company may be very good at breaking down your client’s problems and delivering great solutions, but getting the word out about your services and successes… maybe not so much.

What’s the take away from this? Be a Shark and concentrate on your strengths and we’ll take care of your online marketing.

To learn more about how we can help, fill out the form below and we’ll get in touch with you.

I want to learn more about your services!

 

 

 

LinkedIn Business Profiles: Add Admins to Your Company’s Profile

Did you know that you can now add admins to your company’s LinkedIn profile?

It used to be once you created a profile for your company only you were able to edit it. Then they added the feature that anyone who has an email from your company domain. Now, you can add people in your network. You still have control of the profile as the creator, but this is great if you’ve hired an outside consultant to manage your social media for you. They can now manage it without needing access to your account.

To use this option go to your company profile on LinkedIn and click on the “Edit” button on the upper right corner. Then under the “Company Pages Admins” section, choose “Designated users only”.  Then type in the name of the person you want to add in the box where it says, “Start typing a name.” That’s it! The image below shows a screen shot from our page.

Add admins to your LinkedIn busines profile

A Story About the Catalyst Code

I read this book sometime ago, but was reminded of it recently when talking with a client. I was reminded of it again today when the same client told me he had taken my advice and read it! He pointed to his desk and said “can’t you see all my notes?” On his desk were stacks of notes, diagrams, printouts and calculations and he I could see his renewed belief in online advertising and interactive marketing.

My client, we’ll call him Steve (not his real name), is part owner of a staffing firm. They have a relatively simple business model. They have a range of companies as clients and they provide qualified people for these companies to hire. This could be for temporary positions, temp to hire or recruiting for permanent positions. Steve has been one of my clients for some time now, we help them with optimizing their website, some PayPerClick advertising, social media, website as well as other things.

His company has been around for about 20 years and has had the same challenges as many companies in staffing of that age. Speaking of age Steve is in his forties and although very progressive didn’t grow up with the internet like many younger generations. So, even though Steve and I have a pretty good relationship and he respects my opinion and ability, for a long time he didn’t have the buy in to really move forward and make online marketing a priority.

We have been monitoring and evaluating the analytics on Steve’s company website and slowly Steve saw the website producing job orders (Job order = companies requesting candidates they need to staff positions). Even without putting much effort into to the website.

You’re probably now wondering what this has to do with the book the Catalyst Code. Well, there were a few events working together here, but let me start by explaining a bit about the book. The main theme of the book is creating a business model that is two sided. On one side you have a group that has something of value and on the other side you have a group that wants the product, service or thing of value. The idea is to position your company in the middle as the vessel or catalyst that brings the two groups together.

There are some great examples of this in the web companies Amazon, eBay and Google. These examples are maybe some of the easiest to understand the concept and possibly the best example is eBay. Most people understand eBay’s model. On one side you have people who want to sell stuff and make a bit of money and on the other side are people who want to buy stuff at a good price. Put eBay in the middle to make it happen and you have a two sided business with eBay as the catalyst.

“How does this apply to Steve and the staffing firm?” You ask. If your not an internet company creating a software platform how do you create a two sided business? Like I said there were a few things working here. Steve saw a sales person that they were paying X amount of dollars that was being outsold by a web presence that was costing a fraction of the cost of the sales person. Now, enter Catalyst Code.

The book gives some good examples of companies much older than the internet itself: Diners Club, Visa/Mastercard. For example, Diners Club allowed customers to eat out now and pay for it later. Restaurants who accepted Diners Club knew they would attract those with Diners Club cards and have a guaranteed payment. I think this helps none tech companies understand they can use this model too.

Apply the idea of two business to staffing companies. They have companies that need quality people and they don’t have the time or resources to sift through all resumes they received from posting on a job board like Monster (another catalyst by the way) on one side. Then on the other side quality applicants getting lost in the piles of resumes going to these companies. Suddenly clicks. A staffing agency is a two way business! Is your business two-sided?

What’s the fastest and most efficient way to get to and interact with people. The internet! And in Steve’s case this was shown when comparing the sales person to the web presence. So, how do you take advantage of this? SEO, PayPerClick, Social Media Marketing

Want to read the book? Buy it from Amazon:

International Business / Global Market Roundtable – A Lancaster PA Chamber Event

Tuesday June 23, 2009 – 7:30 – 9:00 a.m., the International Business / Global Market Committee from the Lancaster PA Chamber of Commerce and Industry will be hosting a roundtable.

The event is sponsored by Fulton Bank and will feature Rhonda Kleinman, the economic development manager of the Library System of Lancaster County. The topic will be centered around exploring sources for finding information about foreign companies and industries, including economic and business conditions through databases, websites and print resources.

Come join us and learn more about international sourcing as well as the International Business/Global Market Committee. Register on the chamber website. International Business / Global Market Roundtable

-Blackbird e-Solutions is a founding member of the International Business/Global Market Committee.