Podcasts about keystone click

What happens when a former engineering leader decides to open a brewery? In the true spirit of Manufacturing Happy Hour, we talk all about beer in this episode. Recorded live from Amorphic Beer in Milwaukee, WI, we sit down with the Founder, Ron Hockersmith, to learn about what makes their beer special and the company a success even as the hype around craft beer fades. We're also joined by the brilliant hosts from A BROADcast for Manufacturers, Kris Harrington (CEO of GenAlpha) and Lori Highby (CEO and Founder of Keystone Click), for a 4-way entrepreneurial chat about manufacturing, engineering, leadership, and of course, beer. In this episode, we take a look at the early days of Amorphic Beer and Ron's career background before he stepped into the brewing world. Ron has taken all the great parts of leading a team from his engineering days and applied them to his business today, and it's safe to say that's been a great move for Amorphic. We hear about the team, the operations, the scientific approach to margins and recipes, and some surprising beer facts along the way.In this episode, find out:A little background on Ron's career and how he came from healthcare manufacturing and defense contracting to start his own breweryIntroduction to the hosts of A BROADcast for Manufacturers podcast Why Ron opted for lean manufacturing principles without the formality to run his breweryWhat a background in engineering taught Ron about leadership and why he runs Amorphic Beer like an international engineering organizationWhat makes the leadership and management of Amorphic Beer different and successful even as the hype around craft beer dies down Why trust in your employees is key to success Ron shares the main differences he's experienced since working for himself vs. as an employee in a major organization Facts on beer, music, plants, and sports for the “I just learned that…” segment How recent tariffs on Canadian aluminum may have a huge impact on Amorphic Beer in the future Enjoying the show? Please leave us a review here. Even one sentence helps. It's feedback from Manufacturing All-Stars like you that keeps us going!Tweetable Quotes:"We run this like it's an international engineering organization." "Don't try and hire for the perfect team because you'll never find the perfect people to fit into the perfect cogs... Find what your people are very good at and then build your organization around that.”"No-one's ever worked for me that I don't trust. Doesn't matter if I'm working in defense contracting for GE or at the brewery,  trust them, empower them to do the right things.”Links & mentions:Amorphic Beer, Milwaukee WI brewery where beer is “engineered through scientific experimentation”A BROADcast for Manufacturers, a podcast run by Lori, Kris and Erin exploring stories and manufacturing insights that challenge the status quoMake sure to visit http://manufacturinghappyhour.com for detailed show notes and a full list of resources mentioned in this episode. Stay Innovative, Stay Thirsty.

Meet Lori HighbyLori Highby is a podcast host, speaker, educator, and founder of Keystone Click, a strategic digital marketing agency. Using her vast multi-industry knowledge - gained from experience and education - she has the ability to see the potential of greatness within the already established good of a business. She has worked with Fortune 500 companies and micro-business owners through strategic actionable moves to achieve their marketing goals. Lori carries her energy and drive into her professional engagements to empower and educate fellow life-long learners. When she's not guiding clients or teaching agency account executives how to reach professional excellence, she can be found playing hockey, brewing beer with her husband Andy, or going on ridiculously long bike rides just to see if she can!Lori's other podcastA BROADcast for ManufacturersHighlights00:00 Reflecting on Nine Years of Social Capital Podcast00:42 Evolution of the Podcast Intro01:23 Early Days and Nervous Beginnings02:18 Mentorship and Professional Growth04:30 Networking and Community Building05:44 Unexpected Connections and Global Reach07:17 Encouragement and Future Endeavors07:41 Final Words of AppreciationConnect with LoriLinkedInKeystone Click

Today, we're going to clear up some common myths about digital marketing and uncover its true potential. My guest is a powerhouse woman who has mastered this art for multiple companies, and she's here to share some of her best-kept secrets.    I'm excited to introduce you to Lori Highby, founder of Keystone Click, a digital marketing agency, as well as a podcast host, speaker, and educator. With expertise across multiple industries, Lori helps businesses unlock their full potential through strategic marketing. She has worked with everyone from Fortune 500 companies to small, micro-businesses, guiding them to success. Outside of her work, Lori enjoys playing hockey, brewing beer with her husband Andy, and pushing herself on long bike rides—all while continuing to educate and empower others.    In this episode, Lori and I dive into:    ✨ The abundant opportunities within digital marketing ✨ How to leverage AI (artificial intelligence) to elevate your content quality ✨ Key tips for designing a digital marketing strategy that works ✨ The right way to measure your return on investment (ROI) ✨ Why podcasting is a powerful tool for promoting yourself and your business    Join us for a conversation packed with actionable insights to help you harness the power of digital marketing.    Subscribe now so you'll never miss an episode and leave us a review. It really helps us know which content is most important to you and helps us find new listeners.  Join our Feminine Business Magic Facebook Group (https://tinyurl.com/ygdkw7ce)  with your host, Julie Foucht. This is a community of women dedicated to connecting, supporting, and celebrating each other in growing businesses that honor their Divine Feminine while filling their bank accounts abundantly.    Resources mentioned:  Take the Witchpreneur Quiz and discover which Feminine Magic is your Key to Financial Success. (https://bit.ly/witchpreneur-quiz)  Purchase Love-Based Feminine Marketing (https://tinyurl.com/ydmzb6qz)      Lori Highby's Free Gift:  Free Social Media Audit: https://pageservices.keystoneclick.com/ksc-social-audit-registration    Social Capital Podcast: https://lorihighby.com/social-capital-podcast/     **Contact Lori Highby via LinkedIn or https://keystoneclick.com/ **    **Connect with Julie Foucht via Facebook (https://tinyurl.com/yeb82uuj) or email at https://juliefoucht.com/** 

In this episode, Cary welcomes Lori Highby, founder of the digital marketing agency Keystone Click, for a practical and lively discussion about using AI tools like ChatGPT and others in daily business. Lori shares how AI helps her manage tasks in marketing, sales, and content creation, and she offers insights on how even beginners can benefit from AI with a few small steps. From making sales calls easier to drafting empathetic emails and even having fun with clever writing prompts, Lori explains how AI fits naturally into her work and life. Main Topics Covered Using AI for Everyday Marketing and Sales Tasks Creating Empathetic and Effective Client Communications AI for Personal Fun and Professional Efficiency Exploring Other AI Tools: Descript, Perplexity, and Adobe Enhance Getting Started with AI: Tips for New Users and Best Practices Key Takeaways AI Makes Daily Tasks Smoother: Lori shares how AI tools like Fathom and ChatGPT help streamline sales calls by summarizing conversations, tracking client pain points, and guiding follow-ups. Customizing AI for Empathy and Impact: By using AI to refine emails and make them more empathetic, Lori demonstrates how AI can be a helpful partner in fostering client relationships and managing sensitive communications. Approaching AI Playfully Opens Doors for Beginners: Lori encourages new AI users to start with small, fun prompts to learn AI's potential, like using ChatGPT to write a humorous Airbnb review or creating awards for her hockey team. Episode Index Introduction: Cary and Lori's background and initial greetings. About Lori and Keystone Click: Lori shares her journey as CEO of Keystone Click and her focus on strategic digital marketing for industries like manufacturing and construction.  Fun with AI: Writing a Clever Review: Lori describes using ChatGPT to write a witty review for an Airbnb experience, showing AI's versatility. Streamlining Sales Calls with AI: Lori talks about using AI tools like Fathom and ChatGPT for capturing and analyzing sales calls to improve follow-up and client relations. AI in Client Communications: The role of AI in helping Lori and her team craft clear, empathetic emails for clients. Training and Coaching on AI Usage: Lori shares insights on introducing AI to account managers and clients, from discovery calls to practical exercises. Live Demos of AI for Business Groups: Lori describes showing clients real-time AI examples, which make AI less intimidating and more accessible.  Lori's Favorite AI Tools: Discussion on using Perplexity, Descript, and Adobe Enhance for tasks ranging from research to content creation. Tips for New AI Users: Lori's advice on starting with AI in small, impactful ways, emphasizing problem-solving and time efficiency. Privacy Concerns and AI: Importance of data security and establishing guidelines for using AI with sensitive information. Fun with ChatGPT in Everyday Life: Lori's playful side, using ChatGPT to create lighthearted awards for her hockey team. Lori's R.A.C.E. Prompt Structure: A structured approach to prompts—Role, Action, Context, Execute—making AI easy for beginners. Closing Remarks and Final Thoughts: Cary wraps up the episode, highlighting key takeaways from Lori's experiences and AI tips. About The Guest Lori Highby is a seasoned podcast host, speaker, educator, and founder of Keystone Click, a strategic digital marketing agency. With experience working with Fortune 500 companies and micro-businesses alike, Lori helps businesses realize their potential through strategic digital marketing. She brings energy and passion to her work, empowering other professionals to grow and innovate through practical, actionable insights. ABOUT THE AUTHOR Cary is a seasoned marketing professional offer coaching, consulting, and guidance through his company CM Weston. He is a founder in the Bangor, Maine-based advertising and marketing firm Sutherland Weston. He is a certified "They Ask You Answer" coach - a sales and marketing framework developed by Marcus Sheridan designed to help companies stand out as the voice of authority in their industry and drive measurable sales results. His specialties lie in developing practical and tactical strategies to help businesses overcome sales and marketing challenges. Cary is available for coaching, consulting, and strategy engagement with businesses and not-for-profit organizations. Connect with Cary: Podcast Website: www.ChatGPTExperiment.com Cary's Agency Website: www.CMWeston.com LinkedIn: https://www.linkedin.com/in/caryweston LINKEDIN NEWSLETTER The Chat GPT Experiment is also a LinkedIn Newsletter and you can find it here: https://www.linkedin.com/newsletters/the-chat-gpt-experiment-7110348839919702016/ MUSIC CREDITS The instrumental music used in this podcast is called “Curious” by Podington Bear. You can contact the artist here: Podington Bear on Free Music Archive

Your Website: More Than Just Pretty – It's a Salesperson That Never Sleeps Your website isn't just a pretty face for your business. Done right, it's a 24/7 salesperson, constantly working to attract and convert leads even when you're not. But how do you make sure your website pulls its weight? I sat down with **Lori Highby**, owner of Keystone Click, to get to the bottom of what makes a website not only visually appealing but also a powerful sales tool. Here are some key takeaways: Speak to Your Customer's Pain Your website's primary job is to solve your customer's problem. Lori emphasized the importance of understanding your *ideal customer* and addressing their pain points right from the start. Visitors are looking for solutions, and if your site speaks directly to their problems, it will grab their attention immediately.  *Tip*: Each page of your website should focus on *one* problem or pain point. Avoid overwhelming your audience by trying to solve everything on a single page. Pass the “Billboard Test Lori introduced a great concept: the "billboard test." You have just seven seconds to capture someone's attention when they land on your website. If your message isn't clear, they're gone. So what should you focus on? A unique value proposition and proof of your work.  Unique Value Proposition (XYZ Statement) - Clearly define what you do, who you do it for, and what benefits your customers get by working with you. For example, "We build websites for contractors, helping them attract more business. Proof of Your Work: Instantly build trust with visitors by showcasing testimonials, client logos, or press mentions. People need reassurance that you can deliver.  Make It Easy to Convert Once you have their attention, it's critical to make the next step obvious. Whether it's signing up for a newsletter, booking a consultation, or making a purchase, your call to action (CTA) needs to be clear and compelling.  *Tip*: Don't make your visitors work to figure out how to engage with you. Have multiple, easy-to-find CTAs on each page guiding them towards conversion Craft Your Homepage as a Gateway Your homepage is like the cover of a book — it introduces your brand, but more importantly, it should act as a gateway to the rest of your website. Lori suggested thinking of it as a “choose your own adventure.” Make it easy for visitors to navigate to different sections of your site based on their needs, but keep the overall message simple and clear. The Post-Conversion Experience Matters What happens after someone fills out a form or takes a desired action on your site? This is often overlooked but incredibly important. Lori pointed out that the follow-up, like a thank you page or an automatic email, should continue to build trust and confidence in the decision they've just made. *Tip*: Reinforce their decision by providing additional value, like testimonials or next steps, and ensure the entire process feels seamless and professional. --- Discover other episodes and more:  https://morethanafewwords.com/avoid-fomo/ Connect with Lorraine on LinkedIn  

In this special 400th episode of Social Capital, host Lori Highby, CEO and Founder of Keystone Click, is interviewed by Abby Radewahn, Digital Content Manager at Keystone Click. They discuss Lori's background, her passion for sports, and her journey from working at a web development company to founding her own digital marketing agency. Lori shares valuable lessons she learned about networking, mentorship, and the importance of authentic relationships. The episode highlights essential networking tips and emphasizes the significance of strong personal and professional connections in achieving success.Highlights00:00 Introduction to Social Capital Podcast00:49 Lori Highby's Background and Early Life02:57 The Role of Sports in Lori's Life04:42 Early Career and Lessons Learned07:12 Founding Keystone Click10:02 Personal Growth and Decision Making18:06 Networking and Mentorship25:35 Final Words of WisdomConnect with Lori on LinkedIn.

Using AI to Market with Lori Highby In this episode of the Profit Answer Man, Lori Highby, a podcast host, speaker, educator and founder of Keystone Click, a strategic digital marketing agency, shares her vast multi-industry knowledge and experience. Lori's unique ability to identify and harness the potential within businesses, from Fortune 500 companies like ABB and Syngenta to micro-businesses, has enabled her to help them achieve their marketing goals through strategic, actionable moves. Lori's passion for teaching and learning is evident in her professional engagements, where she empowers and educates fellow life-long learners. Outside of her professional life, Lori enjoys playing hockey, brewing beer with her husband Andy, and embarking on long bike rides to test her limits.   In this episode, you will learn the following: How to unlock customer insights and understand where your audience spends their time online. Identifying customer pain points and researching your competition for easy marketing opportunities. Insights into the Profit First system which simplifies financial management and improves cash flow. The transformative role of AI in marketing and its impact on workflows. Evolving landscape of SEO and the necessity of staying informed in a dynamic digital world. Significance of consumer research, brand awareness and effective use of social media in today's marketing strategies. Various programs designed to boost business profitability, including DIY courses and personalized CFO services.   Links: LinkedIn: https://www.linkedin.com/in/lorihighby/ Keystone Click website: https://keystoneclick.com/   Hi, I'm the Profit Answer Man Rocky Lalvani! I help small business owners simplify their financial reports to make more informed business decisions with fewer hassles. We utilize the Profit First system created by Mike Michalowicz Sign up to be notified when the next cohort of the Profit First Experience Course is available! Check out our website: http://profitcomesfirst.com/ Questions: questions@profitanswerman.com Email: rocky@profitcomesfirst.com Relay Bank (affiliate link) - https://relayfi.com/?referralcode=profitcomesfirst  Profit Answer Man Facebook group: https://www.facebook.com/groups/profitanswerman/ My podcast about living a richer more meaningful life: http://richersoul.com/ Profit First Toolkit: click here to sign up Music provided by Junan from Junan Podcast Any financial advice is for educational purposes only and you should consult with an expert for your specific needs. #profitfirst

In this podcast episode, Dr. Jonathan H. Westover talks with Lori Highby about how to be a networking superhero. Lori Highby (https://www.linkedin.com/in/lorihighby/) is a podcast host, speaker, educator, and founder of Keystone Click, a strategic digital marketing agency. Using her vast multi-industry knowledge - gained from experience and education - she has the ability to see the potential of greatness within the already established good of a business. Through strategic actionable moves, she has worked with Fortune 500 companies such as ABB and Syngenta to micro-business owners, to achieve their marketing goals. Lori carries her energy and drive into her professional engagements in order to empower and educate other fellow life-long learners. When she's not guiding clients or teaching agency account executives how to reach professional excellence, she can be found playing hockey, brewing beer with her husband Andy, or going on ridiculously long bike rides just to see if she can!  Check out all of the podcasts in the HCI Podcast Network! Check out the ⁠HCI Academy⁠: Courses, Micro-Credentials, and Certificates to Upskill and Reskill for the Future of Work! Check out the LinkedIn ⁠Alchemizing Human Capital⁠ Newsletter. Check out Dr. Westover's book, ⁠The Future Leader⁠. Check out Dr. Westover's book, ⁠'Bluer than Indigo' Leadership⁠. Check out Dr. Westover's book, ⁠The Alchemy of Truly Remarkable Leadership⁠. Check out the latest issue of the ⁠Human Capital Leadership magazine⁠. Each HCI Podcast episode (Program, ID No. 655967) has been approved for 0.50 HR (General) recertification credit hours toward aPHR™, aPHRi™, PHR®, PHRca®, SPHR®, GPHR®, PHRi™ and SPHRi™ recertification through HR Certification Institute® (HRCI®). Each HCI Podcast episode (Program ID: 24-DP529) has been approved for 0.50 HR (General) SHRM Professional Development Credits (PDCs) for SHRM-CP and SHRM-SCPHR recertification through SHRM, as part of the knowledge and competency programs related to the SHRM Body of Applied Skills and Knowledge™ (the SHRM BASK™). Human Capital Innovations has been pre-approved by the ATD Certification Institute to offer educational programs that can be used towards initial eligibility and recertification of the Certified Professional in Talent Development (CPTD) and Associate Professional in Talent Development (APTD) credentials. Each HCI Podcast episode qualifies for a maximum of 0.50 points.

Welcome to the Evolvepreneur (After Hours) Show I am your Special Host Mechelle McDonald Join me today where we dig deep with our guests and get you the best concepts and strategies to fast-track your business. My very special guest today is Lori Highby ... Lori Highby, a podcast host, speaker, educator, and founder of Keystone Click, a digital marketing agency, possesses extensive cross-industry expertise. Leveraging her knowledge, gained through experience and education, she excels in identifying the untapped potential in businesses. From Fortune 500 companies like ABB and Syngenta to small businesses, Lori employs strategic actions to help clients attain their marketing objectives. She infuses her professional endeavors with energy and dedication to empower and educate fellow lifelong learners. Beyond her work guiding clients and teaching agency account executives to excel professionally, Lori enjoys hobbies such as playing hockey, brewing beer with her husband Andy, and embarking on long bike rides for personal challenge.

I would love to tell you that out of the gate I was a business genius and everything I did in marketing worked perfectly. Well that's not true.  We all make mistakes along the way, but when we learn from them we have a better shot at success. And if we can get out ahead of some of those mistakes, by learning from what other business owners are doing wrong we can shorten the cycle to success. In this conversation with Lori Highby, we discuss the three most common mistakes new business owners make and how to avoid them. 1 ) The We We syndrome where owners think all their marketing needs to be about them.  2) Defining too broad a target 3) Describing what makes them uniquely qualified to solve a problem.    ABOUT LORI  With a core personal value of lifelong-learning, Lori Highby has shared creative and strategic digital marketing, personal branding, and entrepreneurship lessons with people and organizations from allover. Her 20 years experience, education, and involvement range from currently owning a digital marketing agency, Keystone Click, being the 2013 recipient of the “Bravo! Entrepreneur Award” from BizTimes Media, teaching undergraduate students as an adjunct professor at UW-Milwaukee, and serving on numerous boards including the Better Business Bureau of Wisconsin. Lori earned her Bachelor's Degree in Business & Marketing from Marian University and her MBA from Cardinal Stritch University.   She is also part of More than a Few Written Words, a collection of essays by some of my favorite guests. 

Today my guest is Lori Highby. Lori Highby is an accomplished entrepreneur and a marketing expert with over 20 years of experience in the industry. As the founder and CEO of Keystone Click, a digital marketing agency based in Milwaukee, Wisconsin, Lori has been helping businesses of all sizes to improve their online presence and grow their brands since 2008. Her passion for helping businesses succeed in the digital age is a driving force behind her continued success. Lori's knowledge and passion for helping businesses succeed in the digital age is a driving force behind her continued success. Today we're going deep into the newest technological advancements, artificial intelligence and what it means for your business.

More people than ever are tuning in to the Pat Miller Show. With this explosive growth, comes curiosity. Why is the Pat Miller Show on the air? Who is Pat Miller, and what is an Idea Collective? And most importantly, why should YOU be a part of it?Pat dives into your questions, share his vision, and let's you in on the 4-word phrase that guides everything he does.Also on this episode:Social Media / Community / What's Working - Building a community is a huge part of building a business (Trend #1). Lori Highby, founder and CEO of Keystone Click talks about finding your community, along with 9 other trends in social media to be aware of in 2023. Branding / Messaging - Everyone talks about having a personal brand, but what exactly does that mean? Lindey Lambert, Branding and Messaging Expert is here to answer your branding questions and tips to make it feel more personal to you.It's the Event of the Year!! Just a reminder about the Idea Collective Small Business Conference Retreat coming up in November. Who are the keynote speakers? How can you get involved? And why should you attend? For more information, check out smallbizretreat.comTired of working on your small business all by yourself? Wish you could have allies and partners willing to collaborate with you to solve problems and capture opportunities? Check out the international problem-solving small business community that is working together to beat the odds and achieve their small business goals: The Idea Collective Small Business Incubator: https://ideacoachmedia.com/idea.Also, we want YOU on the Pat Miller Show. Sign up for your appearance now: https://www.patmillershow.com. Mentioned in this episode:Welcome to the Pat Miller ShowThe Pat Miller Show is a nationally syndicated radio show exclusively for small business owners. Our mission is summed up by our slogan: "Don't Grow It Alone." Welcome to the mission! Learn more at https://www.ideacollectiveincubator.com Sidekick AccountingThis episode is sponsored by Sidekick Accounting. Sidekick is your trusted companion as you grow your small business that effortlessly handles the finances. Now an official Profit First Provider! Contact with Sidekick Accounting at https://pat-miller-show-podcast.captivate.fm/sidekick Sidekick Accounting ServicesBankable EventsDesign a highly profitable, community building, brand boosting event for your small business with Bankable Events - even with no experience! Bankable events offers proven strategies for designing events that drive revenue. Learn more at https://pat-miller-show-podcast.captivate.fm/bankableBankable EventsChoices Coaching & ConsultingThis episode is sponsored by Choices Coaching & Consulting. Krista Morrissey and Choices Coaching & Consulting build leaders in your small business so you can grow faster. Learn more: https://pat-miller-show-podcast.captivate.fm/choicesChoices Coaching & ConsultingAthena Legal Solutions Small business legal...

Lori Highby, founder of Keystone Click, joins me on this live recording of "The Business Storytelling Show" to discuss the topic.Connect with her here: https://lnkd.in/gYCyiuW5

Lori Highby is the CEO and founder of Keystone Click and an expert in the various ways you can use SEO to make a significant impact in your marketing efforts.

Lori Highby is a podcast host, speaker, educator, and founder of Keystone Click, a strategic digital marketing agency. Using her vast multi-industry knowledge – gained from experience and education, She has the ability to see the potential of greatness within the already established good of a business. Through strategic actionable moves, she has worked with […]

Lori Highby is a podcast host, speaker, educator, and founder of Keystone Click, a strategic digital marketing agency. Using her vast multi-industry knowledge – gained from experience and education, She has the ability to see the potential of greatness within the already established good of a business. Through strategic actionable moves, she has worked with […] The post Lori Highby with Keystone Click appeared first on Business RadioX ®.

Now that digital marketing has become a must-have for nearly all businesses, understanding how it works is more important than ever. Unfortunately, there are many myths and misunderstandings surrounding the topic of digital marketing. These myths do more than waste time: they can actually prevent your brand from standing out against your competition (and yes: everyone has competition whether or not they like to admit it). There are 3 primary pillars of successful digital marketing: Knowing what you want to be known for, knowing your competition, and clarifying what you want to be known for. Unless all 3 pillars are present, your personal branding will fall short of its potential. Without clarity around your "why" your progress may slow down and you may confuse your audience. About Lori Highby: Lori is the Founder of Keystone Click, a strategic digital marketing agency. She has worked with Fortune 500 companies as well as micro-business owners. Lori is also a podcast host, speaker, educator, and blogger. Connect with Lori here: Website: https://keystoneclick.com/ LinkedIn: https://www.linkedin.com/in/lorihighby/ Social Capital Podcast: https://podcasts.apple.com/us/podcast/social-capital/id1190946225 For more expert Personal Branding tips, check out my free Masterclass: https://bit.ly/claire-bahn-masterclass For More Personal Branding Tips Check-Out: ✅ What is Personal Branding & Why You Should Care: https://youtu.be/18GHX7iW6-4 ✅ 5 Easy Personal Branding YouTube Tips to Stand Out: https://youtu.be/nlp-IGeOsuE ✅ Personal Brand Statement Examples & Tips to Create Your Own: https://youtu.be/939KXWY6f7U ✅ 10 Things You Need on Your Personal Brand Website: https://youtu.be/MnawRql4NAw Let's connect on LinkedIn! https://www.linkedin.com/in/clairebahn/ Say hello on Twitter! https://twitter.com/clairebahn About Claire Bahn Claire Bahn is the CEO and Founder of Claire Bahn Group. For over ten years, she has been helping high-achieving CEOs, executives, investors, and founders maximize their authority and influence to accelerate business growth and gain the recognition they deserve. As an entrepreneur and influencer with over 70k+ followers, she learned the importance of creating and curating a personal brand that magnetizes opportunities and boosts visibility. Her mission is to help others leverage their personal brand to develop the authority, influence, and trust they need to exceed their career and life goals. She's been featured in Entrepreneur, Forbes, This Week in Startups with Jason Calacanis, MarketWatch, and Ticker Australia, to name just a few. She currently lives in Los Angeles with her husband and two adorable miniature pinschers named Beau and Trixie. #personalbranding #personalbrandingtips This podcast uses the following third-party services for analysis: Chartable - https://chartable.com/privacy

Lori Highby, CEO and Founder of Keystone Click, is the definition of a doer. She began her entrepreneurial journey in 2008 at the start of the recession by sending snail mail! She has been able to build a thriving business since, crediting culture, growth, and education to her and her team's success. Lori discusses why she decided to start her own business, what it was like being a woman business owner starting out, and her passion for manufacturers! She also shares how her dad has been an impactful figure in her life and how her community involvement honors his memory.

As a young entrepreneur, Lori Highby started her business in 2008, at the start of a recession. She grew her business, Keystone Click, to now have 9 employees and many clients nationwide. Culture, growth, and education are critical to her team's success. She is also a podcast host, speaker, educator and blogger. You'll see her blogging on many websites about digital marketing, personal branding, website design best practices, entrepreneurship, and networking. She is also the founder of Keystone Click, a strategic digital marketing agency. Using her vast multi-industry knowledge gained from experience and education, she have the ability to see the potential of greatness within the already established good of a business. Through strategic actionable moves, she has worked with Fortune 500 companies such as ABB and Syngenta to micro-business owners, to achieve their marketing goals. She carries her energy and drive into her professional engagements in order to empower and educate other fellow life-long learners. In addition to creating the Social Media Marketing curriculum at Milwaukee Area Technical College, she is also an adjunct professor of B2B Marketing at UW-Milwaukee and frequently speaks on webinars and at conferences about digital marketing, personal branding, and entrepreneurship. She currently serves on the board for many local organizations including the Better Business Bureau Serving Wisconsin. Podcast host, speaker, educator, entrepreneur, and digital marketing strategist, her life-long passion for learning continues to fuel her 20+ year career of educating and empowering others to reach their goals. You can find Lori on her Website and tune in to her Podcasts. Remarkable Quote: “If you go right and you're 20% down that path and you go 'I should have gone left' - then just stop and go left. It's okay! At least you're making progress and you learned something.” Sponsor Today's episode is sponsored by: Picked Cherries' social podcasting app is the destination for the best podcast listening experience for all listeners. Download the app for FREE on Google Play and the App Store. Share podcasts like never before with Picked Cherries. Learn more at PickedCherries.com. Find Us Online! Website: iamJulietHahn.com Instagram: @iamjuliethahn Twitter: @iamjuliethahn LinkedIn: Juliet Hahn FB: @iamjuliethahn Fireside: Juliet Hahn Clubhouse: @iamjuliethahn YouTube: Juliet Hahn

Meet Steven Steven Novick is the CEO & Founder of Farmstand. Farmstand cooks & delivers fresh, fast, healthy, and affordable meals to businesses and consumers that they personalize. Their website is www.EatFarmstand.com. Steven previously built 2 billion-dollar businesses & climbed seven summits (including Everest - the very top). Beating cancer made him passionate about food and the environment, and growing up working class made him appreciate affordability and convenience, which is why he started Farmstand. With there being so many meal delivery services out there, how is Farmstand better? Like you said, there's certainly a tremendous amount of meal delivery services out there. And how we distinguish ourselves is really in four ways: we're affordable, we're fast, we're healthy, and we're also zero waste. So we describe the Farmstand formula as: we're $7 a meal, five minutes to heat, zero added sugar in zero ways. So it's “seven, five, zero zero”. To add a little bit more to that, we think, ultimately, we're 10 times better than the competition. Firstly, as much as we do a direct-to-consumer service, and we deliver directly to homes, what makes us highly unique is that we have large contracts with Office caterers and large institutions. But what makes us 10 times better than the competition is we're fresh, versus frozen or a meal kit. So we're ready to eat. We're 50% less expensive. We're 90% faster to cook, and we have 100% personalization. And oh, by the way, we take up 90% less fridge space than a HelloFresh would. Love all of that. And now this is the part that I'm sure most of our listeners are going to be not super happy to hear. But you're not available in the US at the moment. Correct? Yeah, at the moment, we're just in the UK. We cover the UK nationwide. But a contract that we've signed with a food service provider called ISS and the UK's largest bank, Barclays, that contract, although it starts in the UK, is a subscription agreement (because we're a subscription-only business) allows us to expand into Europe and the US. And so our hope is to be in the US starting on a B2B basis as early as the first quarter of 2023. All right, love that. I'm definitely eager to learn more about you when you're in our territory. So you've previously built $2 billion businesses. How have you done that and what's important to get right from the very beginning? Yeah, so prior to starting Farmstand, I co-founded an investment firm that now manages about $2 billion invested in private companies. And then prior to that, I was head of business development at a health tech business that raised about $50 million in venture capital. We scaled to $20 million in revenue, and it filed for an IPO of $650 million valuation, which in today's dollar might be about a billion dollars, and then that business was acquired. So I think the fundamental thing is like, when we started Farmstand, I think that the foundation of everything is our values, behaviors, and ultimately what you stand for as a business. In any business you start or you join, I think you have to be very values-driven. And so for us at Farmstand, that's been a real big driver. And so one of our big values that we really centered around, especially in the environment we're in, is making sure that what we're doing has zero food waste, zero packaging waste. We're a B Corp certified business, just like Patagonia or Ben and Jerry's. So these are kind of some of the things that are really important. I think that if you don't have the right foundation when you start a business, you can't grow from that. I love that. And I agree 100% with all those. I started my business fairly young and didn't have that foundation fleshed out. But it's definitely been a core focus of mine, and something I communicate to my team and even clients – when we're talking about their marketing and their messaging – is that it comes down to what is it that you believe, that's going to help attract the type of people that align with your thinking and your philosophy? Yeah, I think that's right, and ultimately your customers are going to follow you and get excited based on what you do. So we ultimately want people to take a stand – and take a Farmstand for that matter. So it's on affordability; you know, healthy meals shouldn't just be for the wealthy. And you ultimately want these meals to be healthy. So no added sugar is a really important thing. I mean, 73% of the US population now is overweight or obese, if you eliminate sugar, that helps a lot. And then ultimately, we all are short on time. And so you can pop our food in the microwave, and you have to be ready in three minutes, or boil some hot water and you can make that happen. In that way we kind of describe our business as a build-your-own-salad bar meets Uncle Ben's Ready Rice, because our pouches, which are our meals, are basically a base, a main, and a side, they all come separate, so you just put them in boiling hot water, and that's a really great solution. And then now with the environmental problems that we're having, and the increasing temperatures, making sure you have zero waste. So what's great about us is we have no food waste, we have no packaging waste, and after three deliveries, customers can return all the packaging to us. And we reuse that. So we effectively make a profit on the return which is great for us, for growing our business. So I hear you've been writing a book for about five years now. It's something that I wanted to do for a while. You read books like Shoe Dog, written by Phil Knight about Nike, and other books out there about your experience. Our business effectively started as a dark kitchen, and we were mostly a B2B play pre-COVID. So we had 12 Farmstand branded concessions inside large corporations like JP Morgan, Barclays, BlackRock, and KPMG, when COVID hit, we had to shut that entire business down. And we started completely from scratch. So the book is called Keep going. So the five things you do when things get difficult, and this is not only in work, but in life. The first thing is that you write down the list of the problems when things get difficult. The second thing is you come up with, hopefully, a set of potential solutions to those problems. The third thing you do is you, you know, ask for help. And then the fourth thing is you start executing on those things. And then the fifth thing, ideally, is that when you fix your problems you try to help other people. That's the general idea around the five things. And, you know, I think in life, it's the same thing, when you have a, you know, you have something, it's difficult, you have to really think about what the problem is and, and be rational about it and try to come up with solutions. So I think whether it's work or life, you really want to rally around, just keeping things as simple as possible, trying to be as rational as you can about it, whether it's a relationship with your partner, or with a work colleague, or it's work in general, you have to be solution-oriented. It's one of the things that we believe at Farmstand, one of our behaviors, people can talk about anything they want with us, or complain about anything they want. But ultimately, you need to find solutions to problems, not just simply complain about them. What's the timeline to get the book wrapped up? Well, with restarting the business from scratch in February, and the business growing, you know, more than 20% a month, you know, since we started, you know, folks right now are raising a bit more venture capital, which we just started doing. We're part of an accelerator in Milwaukee, which is how we met called generator, which is, you know, top 10 nationwide business accelerator. So we're focusing on raising capital right now, you know, and if we're here at the end of January now, it would be nice to get something out probably by next year is kind of the idea, maybe to coincide with us launching our business in the US. Cool. Love it. All right. Well, this would be a good time to pause for a quick message from our sponsor. Social capital is sponsored by Keystone Click. Located in Milwaukee, Wisconsin, Keystone Click is a strategic digital marketing agency focused on helping their clients generate and nurture opportunities online. For Social Capital listeners, they've created an awesome "Guide to Profits" booklet featuring 42 tips on how to build brand awareness, generate leads, and nurture those opportunities online. Visit https://www.keystoneclick.com/profits to download your own guide today. Can you share with our listeners one of your favorite networking experiences that you've had? I think every opportunity we have, when we're walking down the street or in the park, or in a grocery store, or wherever we have an opportunity to meet people, I don't actually like the word "networking". Connecting with people is how I view it. I'm actually much more of an introvert. People have a hard time believing that because I can get up in front of large groups of people and talk, but my natural inclination is to be more of an internal person. So I think on the networking side, I think the best thing to do whenever you're reaching out to people, LinkedIn is probably the most helpful platform that's out there to help you build a business. And I think if you're genuine in your approach, and you're honest about things, I think people generally respond very well to that if you open up by trying to sell something, or super aggressive or send repeated emails, it's not going to work. So I think you're always putting yourself in the other person's shoes. So whether it's, for us in the case of trying to contact people or food service providers, or corporates, or people looking to help us, you know, that's, that's kind of how I've gone about, I guess, you know, networking or connecting with people. I think a lot of times what is super helpful, whether you're trying to raise capital, or you're trying to build your business, is getting introductions through other people. And the easiest way of getting your introductions to other people is preparing an email that's very simple, very short. And to the point, asking someone to make that introduction, it's clear what you want the reduction for, and then they can just forward that email on to other people. So I think, you know, one, you know, example of a relationship that helped get our B2B business started as we went to our first office catering relationship was with JP Morgan, and a friend of mine, Stefan happened to work there, run a division. We had a pop-up restaurant in my house before we started the business. He came over like we were doing when we had a gathering, you know, to kind of launch the business, his daughter came along, and most of our food is gluten-free. And she was like, hey, you know, Dad, wouldn't it be great if you had this at JP Morgan? So Stefan was able to make an introduction to Aramark, which was the food service provider. And then the person that worked at JP Morgan oversaw the relationship with Aramark and effectively headed food services for JP Morgan. So there's a good example of using effectively a friend and obviously the help from his daughter who liked the food, you know, proposing the idea that progressed with us, that was our first relationship with an office caterer. And that led to our second with Compass. And then the third is with ISS, which is based in Copenhagen in a very large relationship for us now. Yeah, I love that. And then just letting being clear on what type of connections you're looking for makes it so much easier for someone to make that connection actually turn into reality. But there's like three ways to describe people, either you're a giver or a taker, or you're kind of a bit of both, I'm definitely a giver, I don't expect anything in return. So if I happen to be talking to someone or having a chat with someone a couple days ago, looking to invest in our business, he works in a sector that's not really similar to ours. And I happen to know someone that knows a lot about his sector, that also runs an investment fund. And I said, Hey, you know, you're looking at potentially moving into this investment field, you can probably talk to my friend, he didn't ask me to do this. But I think just volunteering and, and willing to help other people out, usually, that comes back and helps you as well. So I think being a giver versus a taker generally works to your advantage, you don't want to be taken advantage of because you also may have to do your own job. But I think being generous with our relationships and our network with other people can be a useful thing, too. What advice would you offer the business professional who's really looking to grow their network? So the first thing about me, which is kind of maybe a bit odd, is I never offer advice. I'm not a person that offers advice, because that presumes that I know more than the other person. And nine out of 10 times, I probably don't, even though I read sometimes up to a book a week. But what I do is offer suggestions, but only when asked. So my suggestion, you know, if you're going to try to grow your business, whatever it is, whether it's a B2B business, or direct consumer business is figuring out like, if especially if it's gonna be focusing on sales or, you know, looking at ways of network effects, which Reid Hoffman talks about in his book, "Blitzscaling", is ultimately look for the two or three or four contact contracts or relationships that could potentially lead to large revenues, versus taking in, so be more of a rifle shooter or a sniper versus using a machine gun approach. And just try to keep the approach, very targeted, very focused, versus being too broad-based. When you launch a business even for us. There's a lot of things we could not have done to launch our business. We, you know, initially started off our business, you know, meals for four, and that was portions for four, then we started with meals for two. And ultimately, we settled on meals for one because individuals are probably easier to market to than families at the end of the day. If you could go back to your 20-year-old self, what would you tell yourself to do more or less of, or differently with regard to your professional career? Well, it's a really good question. I really haven't thought much about that. But I would say to anyone, especially when you can look in the rearview mirror, is always work with people that have, you know, good values and good behaviors, because ultimately, being around good leaders has the right influence long term. And I think some of the jobs I've taken in the people I've worked with, some of them have had exceptional ethics, and others haven't. So I think the 20-year-old self would be, you know, focused on working with really high-quality people and high-quality organizations, because that will lead to further opportunities with similar people in businesses. Connect with Steven LinkedIn: https://www.linkedin.com/in/stevennovick/  Instagram: @steven_novick

Lori Highby is a podcast host, speaker, educator, and founder of Keystone Click, a strategic digital marketing agency. Using her vast multi-industry knowledge - gained from experience and education, she has the ability to see the potential of greatness within the already established good of a business. We discuss: The courage to ask “Who do you know” [02:40] Three golden rules of networking [05:31] The real problem with the follow-through [07:50] The least smartest person in the room [10:44] Why you aren't getting found [14:33] How to make your website work for your referrals [19:10] The best way to prove your expertise [22:10] Through strategic actionable moves, she has worked with Fortune 500 companies such as ABB and Syngenta to micro-business owners, to achieve their marketing goals. Lori carries her energy and drive into her professional engagements in order to empower and educate other fellow life-long learners. Learn more about Lori at http://www.keystoneclick.com/ (www.keystoneclick.com), http://www.lorihighby.com/ (www.lorihighby.com) and https://www.linkedin.com/in/lorihighby/ (LinkedIn).

Lori Highby is the CEO and founder of Keystone Click, a digital marketing agency. She's been in the marketing business for the last 20 years. Her podcast, Social Capital, around networking and marketing by interviewing global leaders in these spaces. This week, episode 39 of Listeners to Leads is about increasing your thought leadership through podcasting with Lori Highby! In this episode of Listeners to Leads, Lori Highby is sharing the importance of understanding your audience in order to make a marketable podcast and actionable steps you can take right now to encourage your guests to share your show. Lori and I also chat about the following: Why someone should start with their niche if they want to use their podcast to become a thought leader.What thought leadership is and how it's a strong focus on educating and adding value to your audience that makes that distinction.How best to utilize your thought leadership to lead your audience to buy your product or service in your podcast episodes.Making your show easy for guests and audience listeners to share so that they actually share and your podcast grows.Thought leadership cannot be assumed; it has to be earned through educating and providing high value to your audience.Be sure to tune in to all the episodes to receive tons of practical tips on turning your podcast listeners into leads and to hear even more about the points outlined above.Thank you for listening!If you enjoyed this episode, take a screenshot of the episode to post in your stories and tag me!  And don't forget to subscribe, rate and review the podcast and tell me your key takeaways!CONNECT WITH LORI HIGHBY:FacebookInstagramPodcastWebsiteCONNECT WITH ALESIA GALATI:InstagramLinkedInWork with Galati Media! 

Manufacturing Mavens Episode 2: Digital Transformation In The Manufacturing Industry   Today's episode is Part 2 of our 3-part Manufacturing Mavens - a BROADcast Mini Series. I've got 2 guest hosts with me for this mini-series! Kristina (Kris) Harrington and Erin Courtenay. Part 2 is going to be Guest Hosted by Kris Harrington. Kris is the President and COO for GenAlpha Technologies. During her time with OEMs in the mining industry, Kris and the other founders of GenAlpha saw a need to find a better way for B2B manufacturers to do business. This led to the development of Equip, an eCommerce, eCatalog, and Analytics solution for manufacturers and distributors who want to grow their business online. Take it away, Kris!    Kris: Thanks, Lori! Happy to be here. Let's start this show with a quick introduction to our hosts.   Erin Courtenay is VP of Digital Services at Earthling Interactive. Erin loves watching programmers work their magic, opening up the possibilities of the internet to small and medium businesses with powerful websites and custom software. Calling herself a “digital empathy practitioner”, Erin is determined to help clients move thoughtfully and compassionately into their digital future.   Lori Highby is a podcast host, speaker, educator, and founder of Keystone Click, a strategic digital marketing agency. Using her vast multi-industry knowledge - gained from experience and education, She can see the potential of greatness within the already established good of a business. Through strategic actionable moves, she has worked with Fortune 500 companies such as ABB and Syngenta to micro-business owners, to achieve their marketing goals. Lori carries her energy and drives into her professional engagements in order to empower and educate other fellow life-long learners.   Thank you, mavens, it is such a pleasure to be here with you both today. As a former leader in a global manufacturing organization responsible for growing equipment and aftermarket sales, and now a leader of a digital eCommerce company, I am often reminded how much things have changed in just the past twenty years. I mean, I can remember when I was so excited to get a Blackberry phone (remember those?) so that when I was traveling to remote mining areas and arrived at my hotel, I wouldn't have to hook up my laptop to the dial-up hotel internet connection just to check my emails to make sure I didn't miss anything important before going in to visit my customer the next day. It was so much faster to check them from my Blackberry, and for me, this was roughly 2007.   Fast forward to today, now if a manufacturer were to roll out an eCommerce solution like Equip, if I were still that same sales leader visiting my customer, I would be able to stand next to their machine in the pit and pull up full product bills of materials, identify the products from a 3D interactive drawing, add them to a shopping cart and send them a quotation all from a smartphone or tablet. The customer experience opportunities are incredibly different today for those manufacturers who are ready to make the leap into digital self-service. And this is just one example of the type of digital services available. This takes us to today's topic - Manufacturing and Digital Transformation where we're going to talk about manufacturers and their journey toward digital transformation.   Let's get into it. To set the stage, Erin and Lori, I would like to hear how each of you define digital transformation for the manufacturing industry?   Erin: One thing it always goes back to his business goals. Your business goals should define your approach to digital transformation. In manufacturing, I see a couple of things that define digital transformation. The first is digital transformation as cultural transformation. So opening the business culture to digital tools, be in sales, operations production is a cultural change. And so the digital transformation has an impact on everyone, and how they identify as part of the organization. The next component of digital transformation is maintenance or growth strategy for your business. So tools like eCommerce, ERP, automation are becoming sort of the oxygen of all businesses, and manufacturing is no different. So to breathe, to grow, it can't be ignored, digital transformation is going to be foundational.   Lori: I resonate with everything you said, and especially the cultural component because regardless of any transformation that you are incorporating into your business, you've got to get everyone on board and it's sometimes very challenging to do that if this is the way we've always been doing it for the last 40 years and you're trying to teach an old dog new tricks. I like to compare it to what manufacturing has been doing already with regards to automation, robotics, and creating efficiencies in their business, I think it's no different when you're looking at other segments of the business such as marketing, sales, and the communications and that relationship and that nurturing and it's just taking that transformation or that evolution of what's happening, and applying it to different segments of the business. You mentioned ERP systems, which are taking all elements of your business and combining them into one extremely useful digital tool and resource. But the critical component of that is the adoption of getting all components together and then getting all of the business on board with how to use that component. If you're looking at marketing automation, you need the sales and the marketing team working together on the same page and it's all about maximizing the relationships. COVID taught us real quickly that you can have relationships that aren't in person shaking hands, and that you can still nurture and create new connections.   Kris: I know there have been numerous articles written about this, but I am curious, based on each of your experiences, what do you think are the three most important reasons why manufacturers need to be prioritizing digital transformation?   Lori: It's hard to pick only three. I'll start with something that carries over from the last question, which is that efficiencies are there. Just like in the machines and the equipment at the plants, there are efficiencies in leveraging the digital tools and resources out there. We're all in that marketing and sales side of things, but we really focus on maximizing and shortening that lifecycle and making it easier to have those conversations with your clients or your potential clients. The second one, I would say is this next generation, the current generation is online. That's where your next client is hanging out. They're not going to answer the phone, they're not always going to show up at a trade show because I think trade shows are more of that nurturing opportunity. Using SEO making sure your websites getting found online, leveraging social media to tell your brand story, and creating efficiencies around that is going to help you to continue to find that next client. The third thing that I think is the most important actually out of all these three, is what your customers are expecting. They're expecting to have a conversation on your website using a chat feature, they're expecting to log in to place an order online and just repeat that order and not have to have a conversation or get an instant quote, or whatever it is. If your customers are expecting this, you have to make this transformation.   Erin: My response to three reasons that digital transformation is more of a big picture kind of thought. First is attracting and retaining a workforce. Younger generations, like Lori, pointed out, expect and anticipate a digital forward work environment. If you can't provide that, that's not going to be appealing to younger people. We all have heard about how workforce attraction and retention is a big issue in manufacturing so digital transformation, not only for the functional parts but going back to that cultural idea, demonstrating that your digital forward as a company or as an organization. Next is modernization. I mean, we don't leave our baskets anymore. We're not horse-drawn carriages, we're digital so it's time to get there. Then the last one, I think this is not spoken about enough is pleasure and freedom. I just was in a webinar the other day which talked about the future and technology and what it can do for us. If we can lean more heavily on digital tools to do sort of the mundane things for us, it can open up all these possibilities of creativity, of moving ahead, of offering us time to do the things that we really love and care about, and value. If we're going to get there, that means we all have to participate and contribute to digital transformation, not just wait for it to happen, because then that's something that's happening to us, not something that's happening with us.   Kris: The world is a bit of a crazy place right now, what do you think are some of the biggest challenges manufacturers are facing today that may be preventing them from moving forward with their digital journey?   Erin: This is where I may get a little controversial. I think one of the biggest challenges is rigid industry leadership that is not helping lead us into the next era with digital transformation. I see people like Matt Goose and Eddie Saunders doing much of the heavy lifting. These are folks that are getting young kids excited about manufacturing by meeting them where they are and they are doing that heavy lifting. I'd like to see more of that from industry leadership. So it's a little bit of a prescription and also a diagnosis mixed in together.   Lori: Erin, I just have to say that I love your perspective. My answer is from a bit different perspective in that I think part of the challenge is that to some extent, it's cluttered. There's a lot of information coming from a lot of different directions and you don't know where to start. I think there's also this fear of the unknown because it can be a big investment. I know that these manufacturing organizations, when they invest in a new piece of machinery, they have so much confidence that it's going to produce a certain volume of new business for them, and they can get so much work done. But when they're making this investment into this unknown territory, where they don't have their historical references for themselves to have confidence on how it's going to improve their business, they're really just trusting kind of someone else's opinions, but there are opinions on all different spectrums and there are all different ways to tackle this. So I think that's where there's a lot of hesitation and reservation to move forward.   Kris: If you could offer one piece of advice on how digital can help solve the challenges preventing companies from moving forward, what would it be?   Lori: To solve the problem based on how I answered the last question, I would say manufacturers need to start having the conversations with those that are doing it right now and start asking some intelligent questions to build their confidence and really just get that conversation going, which is what we're doing right now. They have to have true curiosity into this topic in order to have any movement going forward and helping them solve some of these bigger issues where digital can do so much and solve so many problems. Yeah, it is a time and financial investment on the front end, but the long end return significantly outweighs any current hurdles that someone may be having right now. So my very simple answer is to start talking about it and start asking questions.   Erin: A challenge that keeps folks from moving forward and I think I'm going to name that challenge as thinking that you're locked in a rigid mindset. Whether that's before you get started with the technology, or you might even be mid-technology and so that brings to mind this example of somebody that we worked with. They had a transportation management system platform that they were using and it just kept not being the right solution for them. Over and over again, they were running into roadblocks and barriers and they asked us how we could help them. We suggested to them that they should make their own because it could fit their needs and might even save them money. They decided to try it and not only did they save money, but they also ended up making six figures from that platform, because they were able to then sort of rent it out to some other folks as well. So just knowing that one of the great things about digital transformation is flexibility is the ability to name your own solution. It can be daunting, I totally get it, but if you keep that in mind, that you should ask for what you want, you should know what you want and ask for it and not be let alone by the no's, that will help you really move forward.   Kris: What services do each of you offer that support the manufacturing industry?   Erin: At Earthling Interactive, we do take that consultative approach. Yes, can seem off-putting at first, but what that allows us to do is though, is we are adept at starting where you are, where our clients are. For example, so many manufacturing websites are, frankly terrible, and they're out of date. But you can actually accomplish a lot with just a website refresh, and not just because of how it looks, but it can function and be a very powerful tool for you and your business. We can start there, let's just get you a new website. But we're also great at modifications and fixes. For example, if you're running a technology that's falling short of your expectations, like that example that I mentioned before with the TMS system, or let's say you've got a time tracking system that isn't conforming to your business model, we can help it get there, we can help do those tweaks in those modifications so that you have a tool that really works with your business, and helps you accomplish your goals.   Lori: At Keystone Click, we brand ourselves as a strategic digital marketing agency. What we're doing is really focusing on our clients' customers. So you the manufacturer, you're trying to get new customers, and we get inside the head of your customer and really figure out what is that customer journey? What is the pain that they initially have? How are they searching for that pain? Because people don't know what the solution is the right way they know what the challenge is that they're facing. Then how do we position you and tell your brand story in the digital space so that you are positioned as the expert to solve the problem that they have? We do that by conducting research on your customer and then building a full strategic plan that's focused on helping you achieve your business goals. Then we support the implementation and we do websites as well. We manage your social paid initiatives, and really anything under that digital umbrella with your business end goal in mind. What about you, Kris?   Kris: I think the best way to describe what the Gen Alpha team does is really equip manufacturers and distributors with the tools, services, and advice that they need to sell their products online. So we come with real-world experience, the founding members of Gen Alpha all worked in manufacturing and we truly believe that there was an easier way of doing business with a manufacturer. So we've been in the shoes of our customers, trying to satisfy their customers and grow business at the same time. We believe that in coordination with our clients. We keep building upon our already solid foundation of helping them to keep delivering better solutions year after year. So we truly love working with the manufacturing industry and we want these people to be relevant and successful in the future. I think what I would say about all of us and all of our companies is that we do care so much. If you were to work with any one of us, you're going to have a trusted relationship where we're going, to be honest with you about your business, how we believe we can help you, we're going to offer you alternative solutions, but the true intention around everything we're doing is for the greater good.    Thank you for listening to part 2 of our 3-part series. If you've enjoyed what you heard, definitely chime in for part 3, and if you didn't get a chance to listen to Part 1 - you'll want to take a listen as we dove into Social Selling. In Part 3 we will be talking about co-opetition vs competition. Reach out to Lori if you're interested more about strategic digital marketing, reach out to Kris if you want to learn more about manufacturing eCommerce solutions, and reach out to Erin if you're interested in learning more about manufacturing consulting services.   Head to keystoneclick.com/mavens to learn more about your hosts and their exclusive offerings available for Mavens listeners!

Social Selling In Manufacturing   Today's episode is Part 1 of our 3-part Manufacturing Mavens - a BROADcast Mini Series.  I've got 2 guest hosts with me for this mini-series!  Kristina (Kris) Harrington and Erin Courtenay.  Part 1 is going to be Guest Hosted by Erin Courtenay.     Erin Courtenay is VP of Digital Services at Earthling Interactive. Erin loves watching programmers work their magic, opening up the possibilities of the internet to small and medium businesses with powerful websites and custom software. Calling herself a “digital empathy practitioner”, Erin is determined to help clients move thoughtfully and compassionately into their digital future.   Erin: Let's start this show with a quick introduction to our hosts.   Kris Harrington is the President and COO for GenAlpha Technologies. During her time with OEMs in the mining industry, Kris and the other founders of GenAlpha saw a need to find a better way for B2B manufacturers to do business.  This led to the development of Equip, an eCommerce, eCatalog, and Analytics solution for manufacturers and distributors who want to grow their business online.     Lori Highby is a podcast host, speaker, educator, and founder of Keystone Click, a strategic digital marketing agency.  Using her vast multi-industry knowledge - gained from experience and education, She has the ability to see the potential of greatness within the already established good of a business. Through strategic actionable moves, she has worked with Fortune 500 companies such as ABB and Syngenta to micro-business owners, to achieve their marketing goals.  Lori carries her energy and drives into her professional engagements to empower and educate other fellow life-long learners.   I'm super excited about today's topic because social selling is really what brought the three of us together. Kris and I have been guests on Sam Gupta's awesome eCommerce LinkedIn Live panel. That's how we got to know each other and now we've become good friends. Lori, this podcast has been a favorite for a long time and I've really gotten to know you through your wonderful content. Together we've all utilized content and digital platforms to build relationships. We are able to move our prospects through the funnel in a way that is warm, genuine, and provides value - even though it all takes place online. That's the beauty of social selling.   But social selling isn't just about content and friendships, all social networks exist to provide content and relationships - the key part here is business development. Successful sales have always been inherently social, because as our friend Greg Mischio reminds us (frequently!) your prospects must know you, like you, and trust you to move forward with the sale.    The pandemic era obviously drove a lot of selling online, both in B2B and B2C. As a result, so many more sales professionals are using the tools of social sales like LinkedIn, podcasting, video-sharing, and CRM-related applications. So there's the social side, which I think all sales professionals are naturally gifted at, but the technical side can be a bit of a head-scratcher - so that's what I'd like us to focus on a bit today. Sound good Ladies?   Lori: We're ready!    Erin: How do you guys use LinkedIn as a social selling tool? I mean, beyond the obvious - what are some of your special tips and tricks. Next, tell us about one other tool you use and why you think it is great.   Lori: Probably because I spend hours on it on a daily basis, actually, and people are surprised when they hear me say that. The first thing you want to look at on your LinkedIn is optimizing your profile. I know you both understand that word optimizing, but not everyone that is listening really understands what that means. It's just making sure that when someone is searching for something that you're the one that shows up as a resource. We've heard of optimizing your website for Google, it's the same philosophy and concept with LinkedIn so that when someone looks at your profile, they realize what your true expertise is. Oftentimes, people think a LinkedIn profile should be structured like your resume and that's actually wrong. It's a beautiful place to tell your story and showcase what you want to be known for, and help put some perspective in other people's eyes on your expertise, but also to be found for your expertise as well. So start with your profile first and then you have to look at creating connections. When I'm looking at the connections, I'm genuinely looking to create relationships, but also to be a resource. I've gotten to the level where I have a follow button, and not just a connect button, which is a fun space to be. But it's all about adding value, and not selling. I know we've talked about this before that social media is about being social, the selling is something that happens after the fact because you've created that relationship, you've established trust, and people are comfortable because you've provided so much information of value that then they're interested in having that conversation of potentially creating a business relationship. One of my favorite tips is when someone reaches out and connects with me that I do not know, I have a two-part question that I respond back with them. My first question is, what is it about my profile that intrigued you to want to connect with me? And the second question is, how can I best be a resource to you on LinkedIn? That then starts a conversation and it also easily identifies those who are going direct for the sales pitch that I'm not interested in actually fostering a relationship with. But it's really fascinating because sometimes people connect without saying a reason why, but they're actually interested in doing business with you. You'd be surprised how many people when I asked that question are like, "Oh, we're actually looking for a marketing company right now and I was interested in talking more." So they sent me a connection request, but then open with the ask, but I had initiated the conversation to do that. So I think it's a really powerful way to start that conversation when someone is reaching out to you.   Kris: What I do on LinkedIn is, I'm really using it to deepen a relationship with the connections that I may have just made. So if we just did a demo with a new company and there were new participants in the demonstration that I haven't met before, I might connect with them on LinkedIn to deepen that relationship. At the trade show, I was just recently at, there were a lot of people that I'm connecting with, that I already formed personal connections with and now I want to deepen that relationship. I'm not necessarily lead looking to sell, I'm looking to have that connection because my whole goal on LinkedIn is to share content that is of value. I would say that my biggest trick is just to be authentic. Sometimes it's challenging when you're in a place where there are professionals so you want to have that professional face, but in reality, you want people to get to know you and who you are. It's the challenge of being authentic to who you are, who your company is, and how you want people to understand how you can be helpful and useful. So that's really what I'm using LinkedIn for. Now, when it comes to some other social platforms, we have tried Twitter, and we've tried Facebook, but we find that those are really more personal, at least in the space that we're in. We're sharing information, but we're just not connecting with people as much on those platforms today as others.   Erin: One of my biggest challenges in social selling is tracking and accountability metrics. Digital behaviors are inherently trackable but I still find myself struggling to put together a useful dashboard of behaviors and outcomes. What are one or two of your most useful tracking methods?   Kris: Overall, any metrics related to marketing, I think are a little difficult for our organization to understand when they're working because we have a long sales cycle. But I will tell you the two metrics that I've found that will lead to conversions is we're really tracking our followers and we're watching the growth of our followers. That's really important because I hope that it means that people connected with something that we're doing enough to say, "I'm going to follow what they're doing and keep an eye on them." That gives us an opportunity when we're sharing great content that we're going to potentially come up in their feed and then they're going to look at us a bit further or at least read what we might be sharing or listen to the videos that we might be publishing. The other metric that we look at a lot is website sessions. So when people go from social media to our website, which is where we would hope that they would go if they're interested in learning more about Gen Alpha, or engaging with more content, because we have a lot more content on our website than we do on social media. So if we can get people to follow us and they start to see us repeatedly in their space, understanding their industry, what they do, if we're being useful, and then they move to the website and they continue to resonate with the materials that we're giving them, there's that potential that hopefully, they'll engage with us in some other way. Those are two that we've been really following. We have a lot of metrics and probably similar to both of you, we don't always know which ones are the best. But those two for us are indicators.   Lori: I could probably resonate with Kris on what we're doing for ourselves is still a little bit of a mystery. Moreso, because I'm not the one looking at it, I've got a team behind me. But I can tell you what I talk about from an educational standpoint when we talk to our clients and when I'm out there speaking about measuring your ROI. What's very important, I think this is one of the biggest things that people don't get clear on is what is the goal that they're trying to achieve? There's so much data out there on the internet that you can get analysis paralysis because you're just kind of staring at it and you don't know if this is valuable or not valuable. So when I was teaching at the university, there were the three A's that I would look at. One is attainable which asks if the data that you're trying to capture is easy to get? Is it easy to analyze and then can you take action on it, why are you going to look at data that you can't even take action on? Is it going to tell you a story that's going to say, we're on the right track or the wrong track? Going back to what is it that you're trying to achieve and then figure out what is the tactics that we're putting in place to achieve this goal, and then align your measurements with those specific tactics. That's going to help you get clear on is this data actionable? Those are easy for the hard numbers, which are cost, profit revenue, the size of your pipeline. The hard analytics are actually what we refer to as the soft numbers. Those show that people know you, like you, and trust you, that you've increased engagement, that you have customer loyalty, that you're building relationships and rapport. That's what we're all trying to do in the digital space, but it's really hard to measure. There is no easy way to do that, but a couple of things that we look at from a brand awareness standpoint are if you have an increase in your website traffic, that means new visitors. Customer loyalty, then you're looking at repeat visitors or does your email subscriber list grow because people want to hear from you? Lead generation is an easy one, do you have more conversions on your forms or not? So it's just really taking a look at what is it that you're trying to achieve and what data points are going to be helpful and telling you if you're on the right track or the wrong track?    Erin: Many of our listeners are probably in B2B sales, most likely in manufacturing and industry. We'll be talking about digital transformation in an upcoming episode, but I'd like to touch on the topic of transitioning from a heavily trade-show, site visit-oriented sales strategy to incorporating more digital social selling techniques. Do you have any stories from the field of where this has gone well and where it has maybe not yet quite penetrated?   Kris: So I shared with you that I do think trade shows still have a lot of value for having that personal touch. But of course, we haven't had trade shows for the last 18 months and they're just kind of coming back. But I think it's taught us that there are other ways to connect with people as well. So I do think all of the social opportunities are really important. What we found can be helpful is sending a message through LinkedIn, because often, and I do think this is true, I mean, it's been 10 years since I worked as a manufacturer. But when I was a manufacturer, I was very busy with my job and I was not hanging out on LinkedIn like I am today as a vendor or service provider to a manufacturer. To even get their attention, I like the trigger of the message because if they have their notifications turned on that message typically will send them an email or some notification, and then there's a stronger likelihood that they're going to read it. So then they've been brought there and now we can at least have a conversation or deepen that relationship like I talked about earlier. The second thing that we've been doing is inviting people to follow us and that's how we've grown our followers. That simple invitation just to ask if they want to learn more industry-related content to follow up on LinkedIn is going to help. From doing that, each month, our followers are increasing. So the simple ask, which is something we just started doing, I would say five months ago, we've been building the followers every month thereafter. Now I will say that the actual conversation from social is slower to achieve. Even if they've accepted the connection request, and they followed us, it does not mean that they're ready for a conversation. So anybody out there, don't expect that that's going to happen quickly. Most people aren't ready yet to have that conversation, they still want to learn about you and your company, and that's where hopefully you get to really shine. They establish that connection with you over time and when they're ready, they will reach out to you. So the actual physical conversation takes a bit more time.   Lori: I love what Kris said about first creating the ask because so many people forget to do that snd that's the most important part. Everyone is running around crazy and has shiny objects in every direction so the simple ask to follow us is actually extremely beneficial, because they may have wanted to do that, but just forgot. So sometimes as the asker, just tell, go follow us. It's extremely powerful, but yet so simple and so many people are missing that opportunity. But what you're talking about, Kris is really what's changed in the whole selling process, actually, and the experience of, I'm going to meet you for the first time at a trade show, and you came to my booth because there was something that intrigued you and then we're going to start a conversation because you're really interested in that. But now what's happening, and I like to relate it to the old school newspaper about how every single newspaper had car ads in it every single week. The reason is that the car salespeople want to make sure that when you are ready to buy, their brand is in front of you. It's the same thing with what's happening in the b2b, social selling space. It's not that I'm going to be a hard sales pitch, I'm going to constantly be knocking on your door, rather, I'm going to continue to be top of mind, and continue to provide valuable information and showcase my expertise so that when the time is ready, that you want to buy, or at least start that conversation, I've already proven myself so we're further along in the sales process than if we just had that conversation at that tradeshow booth because we've already done all of the information of proving expertise, and providing value. I've experienced this, and I've seen some of our clients experienced this and it's just fascinating to see. I'm going in thinking it's a discovery call, and I'm doing all my homework and they're like, "We're ready, tell us where to sign," and my mind just gets blown. It goes back to what Kris said about making sure that you have the right people following you and telling the people that you want to be learning from you following you so that you are establishing that trust so that when they are ready to buy, there's no doubt in their mind who they're reaching out to.   Erin: You can't talk about social selling without also talking about content. Lori, this is your wheelhouse, and Kris, you've demonstrated a mastery of content production. Why do you think content is so important to social selling and how can our listeners up their content game?   Kris: We had decided that content would be an opportunity to share our thought leadership in the space. I do think that I think very simply, and I try to write very simply as well, I'm not trying to sound smart, just share my experience, and hopefully, that becomes the most useful. But the way we've been able to publish so much content is that we decided that we wanted to increase our brand awareness and lead generation, and we were going to do that through content. So what we did is we set goals on the amount of content that we would create each month, the number of posts that we would put on LinkedIn, the number of articles we would write, the number of blogs, the number of articles we would submit to publications and hope that they share for us as well, and video creation. So even if it's snippets of me participating with somebody else, we have accounts, and we're going to achieve that. What's happened is it's forced us to research, to explore different topics, to share our experiences, and for me, it's forced me to say yes to a lot of things that historically I probably would not have done because it would be outside my comfort zone. We really thought that this was important because if we were going to increase our brand awareness, people had to know how our employees thought about how we could help other manufacturers. I learned from my team, from our customer experiences, and then, of course, I have my own life experiences. So combining all of that together goes into that creation process and that's really how we've been able to do it. I have to tell you, we started it in 2020. We've been in business for 10 years and for eight of those years, we really did no marketing, it was word of mouth. Of course, we had a website, but we weren't trying to drive people to it, but in 2020, we sat down, we wrote our goals, and we have been achieving them consistently since. Thankfully, we had done that because the pandemic would have forced us to go there anyway. But then we already had a plan, we were already in the middle of it and we just kept going.   Lori: For me, it's all about building a plan and I really liked that Kris and her team fleshed out the plan and defined some clear goals because at the end of the day, if you're just making assumptions, and just randomly throwing stuff out there, the location, the message, you don't know if it's actually going to be doing its job and serving its purpose. When it comes to what content and where to post it, you have to go deep into your customer and figure out what is that pain. This is something you both kind of addressed already in figuring out, not necessarily the pain that you're assuming that you have the solution that they're coming to you, it's understanding the pain and how they're thinking about it and using the same messaging across that space. Then, more importantly, fix the message, get it right, and then understand where to position it. So you can just put some stuff all over the place. A lot of people just jump in and assume that these are the platforms because they're the most popular platforms that they should be on there. But the reality is, you have to really understand your customer and figure out where are they hanging out online and then you decide do I want to go wide or do I want to go deep? Do I want to go deep in that platform and really own that platform and be the thought leader on that platform or do I want my message spread across a number of different platforms? We all know that time is money and you only have so many resources at the end of the day so I'm a fan of picking and starting with one platform and going deep on that and really building a strong following in that space. You guys talk about that you're on clubhouse and some other platforms right now and I love clubhouse and I was fascinated with it, but I realized I don't have the time to invest in that. I'm spreading myself way too thin, and I just can't do it. I'll jump on as guests on people's shows every once in a while but I know that there is value there and it's very powerful, but we've already invested in other channels and I think that's the mistake that a lot of people make is they're spreading themselves way too thin. Then there are lots of strategies around repurposing content. People are fearful that they're always having to think of something new to create, but at the end of the day, they didn't realize, well, you've been doing this for 10 years, you probably have emails that have content that you've written to just responding to someone's question and there's a blog post or a social media post in that email. You've already got it written, there's no reason to have to wreck your head and ask, what do I write about today? The answers are in front of you. It's simply the questions that people have asked you and if one person asked you it, there are likely 100 other people asking that same question looking for it online somewhere.   Erin: My favorite podcaster always asks his guests for three book recommendations at the end of every interview. I find the answers fascinating and helpful. So I'll bring the same question to you: What are three books you think our listeners should know about?   Lori: Oh, this is such a fun question. I used to teach at the local university and on the last day there's a series of books that I would put out and I said, "No matter what, keep teaching yourself, keep learning, keep reading, and here are some books I highly recommend." So the top three: The One Thing by Gary Keller. I've actually re-read that one about three or four times now and it's all about, identifying your goal, and then asking yourself, what is the one thing that I can do today to help me achieve that goal? The next one is Miracle Morning by Hal Elrod. He interviewed a ton of extremely successful individuals to identify their trends and what their morning routines were like and found six things that were consistent. Not necessarily all six per person, but he put those six and built a morning routine. There's an acronym for it which is SAVERS. So it's silence, which is meditation, affirmations, visualization, exercise, reading, and scribing, which is journaling. I implemented his philosophy and it changed so many different things, and my mental state and productivity. I don't do all six anymore, but I found what works for me. The last one is a business book geared towards either leadership teams or business owners called Traction by Gino Wickman. It's really about the philosophy of running what's called the entrepreneurial operating system. It serves as a way to really be strategic in your business and have some structure around it.   Kris: I have to tell you that I'm a learner by nature. So every test that I take, I just love to learn, and for 25 years of my career, I would say to people that you could find me in the Self Help section of the bookstore because that's where I always found the best books and then, of course, the business section. But I have to tell you, and since this is Manufacturing Mavens, I thought I would just touch on a few books because I've really been into the lives of women lately and I've either read or listened to a lot of memoirs. The first is Untamed by Glennon Doyle which is a must-read or must listen to book. Just As I Am by Cicely Tyson is another one. She just recently passed away at 96 years old and she is a phenomenal African American woman who really took care of her career in the movies that she participated and I didn't know her life, I didn't know her life story. It's encouraged me to study African American History in a different way than I ever wanted to participate in the past. So I really enjoyed listening to her book and I've gone back to listen or read it multiple times just because she just has beautiful stories that make you want to be a better human or take a real position on things as well. Right now, I am listening to All In by Billie Jean King and she is reading it herself. Obviously not a trained reader of books, but it's her life and her life story. I wasn't old enough to watch her play tennis and she was kind of winding down her career when I was born, but she's been a female activist for many years. I'm a sports person by nature and I love everything about participating and competing and in team sports, particularly, but I'm listening to her story and all the things that they overcame, and how they signed a contract for $1, it's pretty remarkable. So I won't give too many things away, but those are some really good ones that I've read recently or listened to that have changed me in some way!   Thank you for listening to part one of our 3-part series. In the next episode, the Manufacturing Mavens will dive into the digital transformation currently occurring in the manufacturing space. Reach out to Lori if you're interested more about strategic digital marketing, reach out to Kris if you want to learn more about manufacturing eCommerce solutions, and reach out to Erin if you're interested in learning more about manufacturing consulting services.   Head to keystoneclick.com/mavens to learn more about your hosts and their exclusive offerings available for Mavens listeners! 

Lori introduces us to her company Keystone Click which is a strategic digital marketing agency. We dive into how you can understand and improve your customers buying journey, the tools you can deploy throughout that process, what most businesses get wrong when they try to improve the customer journey, and so much more. Show Links: https://www.keystoneclick.com/ https://www.linkedin.com/in/lorihighby/ https://www.youtube.com/keystoneclick https://www.facebook.com/keystoneclick

Lori Highby is the founder and CEO of digital marketing agency Keystone Click.  But, what is digital marketing?  Kimberly is about to find out.   Show Notes: Keystone Click Bamboo Reach Grattitude App Apple Watch Episode Sponsor: Repourd Candle Factory

When was the last time you changed your B2B marketing strategy? Are you missing out on some big B2B marketing opportunities just because you haven't fully embraced the latest channels? How do you most effectively target B2B consumers in 2021? Those are just some of the questions that I'm going to be asking my guest today. She teaches B2B sales and marketing. She's a speaker, podcaster and blogger, and the Founder of Keystone Click - a strategic digital marketing agency that's been established for over 12 years. Welcome to DMR - https://www.linkedin.com/in/lorihighby/ (Lori Highby) from https://www.keystoneclick.com/ (Keystone Click). 'Secret Software':(Share a lesser-known martech tool that's bringing you a lot of value at the moment and why that tool's important for you.) https://lumen5.com/ 'Magical Marketer':(Who's an up-and coming marketer that you'd like to give a shout out to, what can we learn from them and where can we find them?) https://www.linkedin.com/in/exponentialinfluence/

Lauren Ruff, Assistant Vice President and Marketing Director with Ixonia Bank, sits down with Lori Highby, Founder and Owner of Keystone Click, a women-owned digital marketing agency located in Milwaukee, to discuss what online efforts a small business should consider.A company or organization needs to both think about what solutions they provide and how people seek those solutions online. Hear Lori discuss the many ways to promote your business and the products and services you provide, as well as some of the emerging digital trends she and her colleagues are seeing at Keystone Click.Need more information?To learn more about Ixonia Bank and our solutions, we encourage you to visit our website at: https://www.ixoniabank.com/about-us/To learn more about Keystone Click or to visit their resource library, please visit: https://www.keystoneclick.com/...DISCLAIMER – The INSIGHTS by Ixonia Bank Podcast is for informational purposes only and any recommendation made herein does not take into account the specific investment objectives, financial situation or particular needs of any particular person. Whilst the information provided here is believed to be reliable, it has not been independently verified by us. The views expressed herein may change without notice and may differ from those views expressed by other Ixonia Bank personnel. This should not be relied upon as a basis for investment decisions. Before making any investment, you should carefully seek appropriate independent legal, tax and regulatory advice. Member FDIC | Equal Housing Lender | NMLS# 423065Copyright: Ixonia Bank 2021

The weekly marketing podcast, More than a Few Words is hosted by Lorraine Ball and features conversations with professionals from around the world. Many business owners assume they know the answer. They believe they don't need research, but Lori Highby thinks that's a mistake.When you are making assumptions, it is like shooting darts in the dark. You may hit the target, but the majority of those darts are going to hit the wall or break a window. If you start with the facts, really get into the head of who your target customer you can craft a plan based on data and insight. Now you have a strategy to get the right message in front of the right people so they want to do business with you.  ABOUT LORI HIGHBY With a core personal value of lifelong-learning, Lori Highby has shared creative and strategic digital marketing, personal branding, and entrepreneurship lessons with people and organizations from allover. Her 20 years experience, education, and involvement range from currently owning a digital marketing agency, Keystone Click, being the 2013 recipient of the “Bravo! Entrepreneur Award” from BizTimes Media, teaching undergraduate students as an adjunct professor at UW-Milwaukee, and serving on numerous boards including the Better Business Bureau of Wisconsin.   She is also the host of the Social Capital Podcast.  

With a core personal value of lifelong-learning, Lori Highby has shared creative and strategic digital marketing, personal branding, and entrepreneurship lessons with people and organizations from all over. Her 20 years experience, education, and involvement range from currently owning a digital marketing agency, Keystone Click, being the 2013 recipient of the “Bravo! Entrepreneur Award” from BizTimes Media, teaching undergraduate students as an adjunct professor at UW-Milwaukee, and serving on numerous boards including the Better Business Bureau of Wisconsin. Lori earned her Bachelor's Degree in Business & Marketing from Marian University and her MBA from Cardinal Stritch University.   What I want to talk about is your story and how you got to the place you are now. Let our audience know how you've got to be the expert you are. I was going to school to school for commercial art and graphic design. And I found I was working full time at a web development company while I was going to school and found that those were the marketing guys out doing all the fun things, they're going to golf outings, taking clients to lunch where the designers were just sitting at their desk, day in and day out. I'm like, I don't want to be doing that. At the same time, I was also taking a sociology course. I was really fascinated by how messages and visuals can really impact a decision that someone makes and that really comes down to marketing. So I shifted my educational direction to be in marketing, while also working full time. I was at this agency for about five years. I was doing SEO and PPC and email marketing before those were common acronyms in the space. And then actually went to a traditional marketing firm, where I was doing outdoor radio print for quite some time. They brought me on because they wanted to start tapping into the digital space a little bit. They weren't as eager as they had initially sold it. So while I learned a ton about traditional marketing and advertising, I found that my true passion is really in the digital space, because so many cool things can be done, and it's constantly evolving. In 2008, I decided to start my own shop. When I did start, I was just going to do websites, because that was something that I knew a lot about. I found that over time someone would ask me after we built the site, now how do we get found on Google? And I would just tell them what to do, because I knew how to do it. And or they'd say Facebook's coming up, and they're like, should my business be on Facebook? And I'd say, yeah, this is how you do it. So eventually, my clients were coming back and saying, Well, can you do this for me? Because they don't want to be doing it. So eventually we've evolved to become more of a strategic digital marketing agency. It was never a smooth path. I know this podcast is very much about overcoming the challenges that we faced. And I went in and started a business because I love marketing, and I'm passionate about it. Understanding the financials is something that I'd say, is probably one of my weakest areas. And I'm heading to a two-day workshop to better myself in this. I think that's one of the things that as a professional, and a leader is we continually need to be educating ourselves, while also aligning ourselves with those that have the strengths that are our weaknesses. It's still good to consistently be adding knowledge to our buckets. In the space that we're in digital marketing, there's new things happening all the time. We are constantly educating ourselves.   What was it like when you hired your first team member? I had no idea what I was doing. That's definitely another area where I invested some time to be properly trained. To be properly trained first on the interviewing process, I had someone coached me on how to conduct behavioral interviewing, and that significantly changed how I do interviewing. And now our interviewing process is no different than, like the sales pipeline process. It's a funnel. You have this big bucket of candidates and you have different levels of activities that you're engaging with them on to see who's going to move on to that next level. Please share the interview process you use. We will post a job that's available out on a number of channels that align with our industry. And we use a platform called Workable.com. It acts like a sales funnel, but you set the stages for the different candidates that you have. Then we do a phone interview where we ask them the same 10 questions. It's a quick 10-minute call. But the process for them scheduling the interview is one of the tests. You qualified yourself right away. The next phase, based on how that phone interview went, is what we typically like to do an in person, but now it's via zoom. It's more of a deeper conversation with some additional team members. I'm not in it at that point. It's more making sure that the team is comfortable with the personality of that individual. It's extremely important that we maintain a positive culture and workplace. And then I conduct the behavioral interview if they pass that stage, and then we also will do a skills assessment. Pending on what their role is, we want to make sure that they can actually do what it is that they say they can do. You gave me a little sneak preview on how we can be very focused in our messaging. We want to help the person that we can really give the best results. But we have to have our messaging on target. So then that way, they know we can provide the solution for them. Tip #1 - Conduct research in order to build a solid marketing plan together. And obviously, in today's day, and age content is the fuel around that. First and foremost you need to know what it is that you're trying to achieve. So earlier today, I had a phone call with a prospective client of ours, and she wants us to run some Facebook ads with her. So what is the goal? What do you what do you want to happen? She wasn't able to give me a clear answer. How do you define success if you don't even know what it is that you're trying to achieve? You need to know where you're trying to go. What is the goal that you're trying to achieve? Before you can build your plan anywhere. I always like to relate to it like a GPS. We have our end destination, we plug it into the phone, and you get a couple route options. And you may end up getting a detour, which I'd say 2020 is a great detour for all of us. If at the very least, and this is why I really emphasize having that plan, you've got part of the way to your goal and objective. So it's easier to follow that detour to help you achieve that goal that you have at the end of the day. Or maybe you just tweak the goal slightly, but you really need to know where you are today and where you want to be. When I say where are you today, some of the things that you really should be looking at are your website analytics. How much traffic is coming to your site? How are people finding you? I look at the forms on your website and see how many conversions you have. As far as social media followers, what type of engagement you have. The size of your email list is going to be extremely important to take a look at as well as the open rates. If you have videos, a good metric to look at is the time watched on your videos. Then just high level looking at your content. Where are you distributing your content? What is the message that's being conveyed? And then you're just looking at those end results. You want to know where you are today. Where is it that you want to get to, and then that's when you build your roadmap on how it is you're going to achieve that. Tip #2 - Take a look at your competition. I don't want you to put too much thought into this, that you're constantly looking at them. But when you're looking at that that destination that you're trying to reach, it's really good to see what competition you have out there and take a look at what they're doing. We typically recommend looking at about three to five competitors. You want to look at where are they showing up online? What channels on social media? Are they sending out newsletters? Are they blogging? And what is it that they're saying? Is there a consistent message that's being conveyed? Or are they just kind of all over the place? What type of content are they publishing that people are engaging with? You also want to take a look at how they are showing up in the search engines. When you are Googling for your offering, and your competitor shows up, but you don't, that may give you some insight into what they're doing on their website and the type of content that they're creating. You can also take a look at what kind of ads they're buying. On LinkedIn, and Facebook, you can type in any company's name, their page on those channels, and see what ads that they've been doing. Tip #3 - Really understand your customer. And there's an exercise that we like to do with our clients, which is to identify who your favorite customer is to work with. Try to get inside their head and you want to understand what is their biggest pain? What are their values? What's important to them? Who is it that they're trying to impress? And why is this important? Understanding the ins and outs of that ideal customer is going to be extremely important. But at the end of the day, you really want to know what is it exactly that they want from you. You can conduct this research on your own or you can find a third party. I find when we do this, we get a lot more information, if we're speaking to our clients customer, as opposed to them getting it direct. You want to understand when the third party is involved, they can ask additional questions like how they found you. Why do they keep buying from you? Do they refer you business? Why or why not? You also want to ask some non-business questions like what social media channels are you on? Do you listen to any podcasters? Do you subscribe to any newsletters and just better understand what your ideal customer is doing as an individual and a human being. The better that you can understand that customer, where they're hanging out online, what pains they have, you can ultimately craft content and position it in the right spot to attract that ideal customer to you. I want you to go back to the ideal client, because I know we kind of breezed by that and you are on point with we've got to get inside their head, but why is it important? If you're trying to help the world and help everyone, you're helping no one unfortunately. I can build a website for anybody. But we very clearly state that we pursue and target the B2B industrial manufacturer. We've done websites for all walks of life. But when you're trying to attract a certain type of person, you need to be very clear and concise in that messaging. What you want is someone to land on your site or see a post and go, this is exactly what I'm looking for. And if you're not clearly conveying that you're confusing them. You can have multiple segments that you pursue, but you just have to make sure that you're clearly communicating that you work with a, b, and c type companies. You don't work with everybody. Lori's Free Gift: My team and I have put together this Guide to Profits. It's fantastic. It's got 42 ways to help build brand awareness generate leads and nurture those opportunities online. As a printed very nicely bound booklet, or as a PDF. Free Gift Link: http://www.keystoneclick.com/profit “You want to have clarity in your message, and you want to make it easy for the right client to find you.” – Lori Highby

Episode 64 is live!

04-04-20 Small Business Showcase: Lori Highby of Keystone Click

B2B Sales and Marketing professional. Enabling companies to build brand awareness, generate leads and nurture opportunities by navigating the complexities of digital marketing and web design. Strengths lie in helping industrial firms understand their customers, their buying process & driving customer engagement that generates a high return on investment. Experienced ice hockey Head Coach. Passionate about player and team development. Educating, training, and coaching players from developmental youth to competitive collegiate levels. On and off ice one on one training Direct and facilitate hockey camps Key Take Aways From Will: Do you know your buyer's journey How to identify your perfect customer Create your digital marketing strategy & execution Website Design & Development Inbound Marketing & Digital Customer Engagement Connect with Will: LinkedIn (https://www.linkedin.com/in/will-jurgensen-38519617/) will.jurgensen@keystoneclick.com (mailto:will.jurgensen@keystoneclick.com) KeyStone Click (https://keystoneclick.com/) Schedule Your Website Marketing Audit (https://info.keystoneclick.com/free-website-marketing-audit) Marquette Hockey (https://muhockey.com/meet-team) Support this podcast

Give a warm welcome to George Abro from Keystone Commercial Real Estate! George is a friend of the show and a long time sponsor and we thank him for his continued support! George tells his story about how he got into commercial real estate as well as some fun stories from his time in the CFL! Want more information on Keystone? Click the link below! http://www.keystonecres.com/broker/properties/17 Follow Keystone on their social media channels for more updates! Facebook: https://www.facebook.com/Keystonecres Twitter: https://twitter.com/keystone_cres Instagram: https://www.instagram.com/keystone_cres/ Linkedin: https://www.linkedin.com/company/keystone-commercial-real-estate-llc ---------------------------------------------------------------------------------------------------------------------------------------------------------------- Get your official KUWTC merch here!: http://kuwtc.inkpressions.onprintshop.com/ To contact KUWTC: FACEBOOK https://www.facebook.com/kuwtchaldeans/ TWITTER https://twitter.com/kuwtchaldeans INSTAGRAM https://www.instagram.com/kuwtchaldeans/ EMAIL kutwc@nine9.com If you would like to be featured on the show, visit https://www.chaldeanpower.com/kuwtc/ and fill out the form. Thanks to Omar Binno for the music

Summary Lori discusses the importance of connecting with others, and building relationships is a critical part of an entrepreneur. It’s all about Lori A fifteen-year veteran of marketing, branding and entrepreneurship—and founder of the Milwaukee-based digital agency Keystone Click (http://www.keystoneclick.com) —Lori knows first-hand what it is like to be overwhelmed by options in the marketing world. As a young marketer, Lori found that when it came to digital marketing, she had to connect the dots herself, on the job. This learning journey gave her a lifelong passion for helping others sort through their own bewildering array of digital promotion options and find ones that work for them. My favorite takeaways from this week’s episode: Get a mentor now! Be a connector Meeting new people is the best Connect Social Capital Podcast (https://lorihighby.com/social-capital-podcast) Lori (https://lorihighby.com/) Highby Keystone Click (https://keystoneclick.com/) Sponsors Love the podcast? Sign up for listener support (https://www.paypal.com/donate/?token=meRj5eLgZJUhKpnrjgEssosEnFZmyuGnN5GDB6pvkWcXZG_tee5SDOCK2BYCnuj6tPavTW&country.x=US&locale.x=US) , you’re basically buying me a coffee each month. EXACTA Corporation (https://myexactamundo.com/WP1/) Think Possibilities Think EXACTA     Be the first to be notified of new interviews     Support this podcast

Today we have our amazing guest, Tori Highby, who we have been talking about a little this week. Our podcast will be going into what Tori does, how she got to where she is and about her life story. Few things about her, -Owner of "Keystone Click" has been doing this since 2008 -Hosts a podcast called "Social Capital" where she interviews professionals and executives across the country on the topic of networking. - She was the 2013 Bravo! Entrepreneur Award Recipient from BizTimes Magazine - An adjunct professor at University of Wisconsin - Milwaukee campus, teaching B2B Marketing If you liked this podcast, connect more with Lori Highby at: https://lorihighby.com/ www.instagram.com/ljhighby www.facebook.com/socialcapitalwithlorihighby ———————————————————————————————————— Connect more with your host Samuel Knickerbocker at: https://www.facebook.com/ssknickerbocker/?ref=profile_intro_card https://www.instagram.com/ssknickerbocker/ https://howmoneyworks.com/samuelknickerbocker If this resonates with you and you would like to learn more please LIKE, COMMENT, & SHARE ———————————————————————————————————— Click The Link Bellow To Join My Legacy Builders Mastermind https://www.facebook.com/groups/254031831967014/ ———————————————————————————————————— Want to regain your financial confidence and begin building your legacy? In this ebook you will learn: - The 9 Pillars To Build A Legacy - Clarify you “why” - Create Daily Action Steps To Launch Forward Want Sam’s FREE E-BOOK? Claim your access here! >>> The 9 Pillars To Build A Legacy ————————————————————————————————————

Welcome to The Digital Natives Cast, where we help you get found! Every Friday we'll bring you the latest in technology, design, and marketing from the point of view of digital natives.   Find our show notes hosted by our sponsor at: KeystoneClick.com   Music by: DJ Quads

Coach Jackie is joined by business owner, podcaster, digital marketing expert, and all around awesome gal Lori Highby, owner of Keystone Click to talk all things digital marketing! Jackie and Lori discuss the ever-changing world of online marketing, knowing your audience, brand awareness and SO. MUCH. MORE. Seriously, you won't want to miss this one! Be sure to check out Lori's own podcast, Social Capital Podcast, when you have a chance!   https://keystoneclick.com/blog/digital-marketing/10-tips-write-blog-posts-show-google

In this episode, we talk to author and photographer of Wisconsin's very own "State of Craft Beer," Matt Janzen. We also crack one with Chris Walker, creative director on the project. Order the book at www.stateofcraft.beer @chrswlkr on Instagram Hosted by Ryan Day and Mike Wisniewski. Recorded at Keystone Click, "The key to your web foundation." keystoneclick.com

In this episode, we talk to Milwaukee advertising's very own Joe Salvatori and Nick Pipitone, the brains behind the new creative digital magazine, CommonState.com. Hosted by Ryan Day and Mike Wisniewski. Recorded at Keystone Click, "The key to your web foundation." keystoneclick.com

In this episode, we talk to Jigsaw/Sculpture Milwaukee cohorts Cory Ampe and Marilu Knode about what it's like to turn Wisconsin Avenue into a grand gallery. sculpturemilwaukee.com Hosted by Ryan Day and Mike Wisniewski. Recorded at Keystone Click, "The key to your web foundation." keystoneclick.com

In this episode, we talk with Tim Cigelske, Director of Social Media and Adjunct Professor at Marquette University. Tim is very centered, and with four easy payments of Marquette tuition, you can be too! Hosted by Ryan Day and Mike Wisniewski. Recorded at Keystone Click, "The key to your web foundation." keystoneclick.com

Welcome to The Digital Natives Cast, where we help you get found! Every Monday we'll bring you the latest in technology, design, and marketing from the point of view of digital natives.   Find our show notes hosted by our sponsor at: KeystoneClick.com   Music by: Joakim Karud

In this episode, Dan Fietsam, Ross Lowinske and Pat Laughlin are repping Laughlin Constable's big "Best in Show" win at the Milwaukee 99 Awards Show, 2017. See "Supper Club" and other award-winning campaigns at laughlin.com. Hosted by Ryan Day and Mike Wisniewski. Recorded at Keystone Click, "The key to your web foundation." keystoneclick.com

On this episode, we will chat with Lori Highby, Principal, and CEO of Keystone Click, about how to utilize custom audiences in Facebook advertising and how to navigate through Facebook Live.

Lori Highby is the owner of Keystone Click, an interactive marketing agency in Milwaukee, Wisconsin. Since 2008, her agency has seen consistent growth. Lori is the 2013 recipient of the "Bravo! Entrepreneur Award" from BizTimes Media. She has been helping businesses market themselves online for nearly 15 years. Lori speaks and blogs on the topics of social media, e-commerce, online marketing, and entrepreneurship. What do you do in the first 60 minutes of your day? Lori uses the six strategies found in "The Miracle Morning" under the acronym SAVORS -- silence, affirmations, visualization, exercise, reading, scribing. ONWARD! Favorite quote or lesson? "I dream my painting, then I paint my dream." - Vincent van Gogh How do you define success? Success is a lot of things -- I have a lot of different definitions -- celebrate the little victories. What strategy do you use to combat fear? Lori believes in doing a "power stance" and positive affirmations -- and Lori tells the reasons why here. What makes as "A player" an "A player"? An "A player" is passionate, never stops learning, and is driven towards to success.   Final Round – “Breaking Down the Recipe for Success” How can we become better mentors? Always be teaching -- approach everything as a learning opportunity Do what you're telling others to do Never stop learning How can we build an audience? Be consistent in frequency and value How can business owners reach that elusive next level? Get out side of your comfort zone Join a mastermind group and hire a coach How best to connect with Lori: LinkedIn: linkedin.com/in/lorihighby Email: lori.highby@keystoneclick.com Website: keystoneclick.com   You can also find us here: ----- OnwardNation.com -----

Lori Highby is the owner of Keystone Click, an interactive marketing agency in Milwaukee, Wisconsin. Since 2008, her agency has seen consistent growth. Lori is the 2013 recipient of the "Bravo! Entrepreneur Award" from BizTimes Media. She has been helping businesses market themselves online for nearly 15 years. Lori speaks and blogs on the topics of social media, e-commerce, online marketing, and entrepreneurship.   Secret -- timesaving technique Lori stays focused and remains productive due to the allocation of a diverse Post-it note system. ONWARD! Daily habit that contributes to success Lori plans her workday every morning -- she gives herself plenty of time to focus on her vital priorities. Could have ruined your business -- but now -- an invaluable learning experience Lori decided to leave a full-time job -- and Lori tells the complete story here. Most critical skill you think business owners need to master to be successful “A business owner has to remain focused -- don’t always chase the shiny object.” Most influential lesson learned from a mentor “Honesty is the best policy -- always be forthcoming and honest with your clients.”     Final Round -- “Breaking Down the Recipe for Success”   What systems would you go back and put into place sooner? “I would have implemented a program to aid the sales funnel -- possibly a CRM system.” What one strategy or “recipe” would compound into big wins for business owners? Time -- manage your time effectively -- it’s about getting it done and out the door. How to exceed expectations and add the most value? An individual who communicates with others -- and brings value to the workplace. What strategy would you recommend new business owners focus on to best ensure success? Get outside of your comfort zone Put in the time to create a process How best to connect with Lori: https://www.keystoneclick.com/     You can also find us here: ------ OnwardNation.com ------