Maybe the stork should deliver packages also

On Saturday morning, my wife and I returned from errands to find a huge package on our front porch. The package contained a crib.

Not this crib. This work has been released into the public domain by its author, Cveleglg at the Wikipedia project. This applies worldwide. https://commons.wikimedia.org/wiki/File:Krevetac22.JPG

No, my wife is not pregnant.

We examined the package and found the following:

  • A tag from the delivery company. I won’t name the company, but I will say that this package delivery was “off track.”
  • The true destination address for the package, which had the same street number but a different street name.
  • A message indicating that the crib was a gift.

Wrong deliveries have been a topic of conversation in my Ontario neighborhood on the NextDoor app, especially after “R” posted this:

From NextDoor. Author anonymized.

Many people did not agree with “R,” including myself.

So I tried to load the huge crib into the back seat of my car, but it was wider than the car. Since I didn’t want to drive around with an open car door, we went over to the real parents, who thankfully had a truck and picked up the crib.

But the package was delivered several days ago!

The most upsetting part of the story to me isn’t that the delivery company misdelivered the package in the first place.

The most upsetting part is that the delivery company told the parents-to-be several days ago that the package was delivered.

When it obviously wasn’t.

They had been wondering for several days where their supposedly-delivered package was, which wasn’t delivered until today…to the wrong address.

That’s really “off track.”

There’s a technology lesson here

All of the delivery companies, both the good ones and the bad ones, are incorporating package tracking technology into their operations. In theory, the technology lets you know exactly where the package is at any given time. In theory, this benefits the recipient by making sure the package is delivered to the right place at the right time.

But theory is not reality. This crib was lost in the system for several days. And I’ve previously shared the story about my business cards, which traveled from Nevada to California to Texas before returning to California.

It took longer than expected, but I finally got them.

Why do these errors happen? One reason is because the automation isn’t completely automated. Everything still depends on humans in the loop. For example, this morning’s delivery depended on a human to verify that they were delivering the package to the street name on the address label, and not some other street.

Another example that doesn’t amuse me is delivery time guarantees. Let’s say a package is promised to arrive at 10:30 am. In the real world, the package may not arrive until noon or later, but if you check the system, the system says the package was delivered at 10:29…and that many of the delivery driver’s packages coincidentally were delivered at 10:29!

But this is not a technology problem. It’s a business problem.

But it’s really a business lesson

While the delivery company strives for on-time and accurate deliveries, their actual processes to achieve this end up hurting the company. Rather than making sure that the package truly arrives correctly in the real world, the employees are incentivized to make sure the system records correct delivery of packages.

And the employees are punished (maybe fired) if the system says the package wasn’t delivered to the right place and/or at the right time.

The result? Some employee, afraid of losing their job, recorded a crib delivery several days ago to address X when the crib was really delivered today to address Y.

This is something that technology cannot solve. This can only be solved when a company focuses on delighting its customers, rather than reprimanding its employees.

What are you doing to delight your customers?

Unrestricted use from the Truman Library, part of the NARA. https://commons.wikimedia.org/wiki/File:Truman_pass-the-buck.jpg

ArcGIS StoryMaps: Every story has a place, and every place has a story

B2B content creators often find themselves telling stories to drive their readers to take action. Usually the desired action is to do business with the company telling the story. But as Redlands-headquartered company ESRI demonstrates with ArcGIS StoryMaps, there are many ways to tell a story.

Why tell stories?

Now you could easily adopt a “just the facts” approach to sharing the necessary information, but your potential customers’ eyes may glaze over.

Joe “The Facts” Friday was not a content marketer. By NBC Television – eBayfrontback, Public Domain, https://commons.wikimedia.org/w/index.php?curid=33340402

About a year ago, when I was selling Bredemarket’s services to a potential biometric client (obviously before I announced Bredemarket’s change in business scope and stopped providing services to finger/face clients), I started off by presenting a SWOT analysis. For those not familiar with the term, “SWOT” stands for strengths, weaknesses, opportunities, and threats.

By Syassine – Own work, CC BY-SA 3.0, https://commons.wikimedia.org/w/index.php?curid=31368987

For the topic of discussion with my potential client, I went through my independent analysis of all four of these items, engaging the people in the meeting who suggested some improvements. This SWOT analysis led into a presentation of the services that I could provide to the firm—services that addressed the weaknesses and threats that we had mutually identified.

What happened? I signed a contract with the company and worked on multiple projects to successfully address those weaknesses/threats.

Do you see what I did there?

As you probably noticed, I just told a story that had a conflict, actions, and a final resolution. “And they all sold biometric products happily ever after.”

Now SWOT analyses may not be your preferred type of storytelling, and frankly I usually don’t use SWOT analyses to tell stories. Stories can be of the “what happened to a company” or “what happened to me” form. For example, I recently told a “what happened to a company” story when talking about Conductor’s use of Calendly.

And some stories emphasize the “where.” No, not as one of the six factors of authentication, but as a setting for the story.

Enter ESRI and its ArcGIS StoryMaps product.

What does ArcGIS StoryMaps do?

On April 20, 2022, ESRI announced its introduction of ArcGIS StoryMaps, saying that “StoryMaps Allows Content Creators to Unify Digital Experiences in One Place Furthering Esri’s Mission to Bring the Geographic Approach to All.” In its announcement, ESRI started by presenting the problem:

Capturing and sharing life’s experiences today often requires multiple platforms and tools, which can result in disjointed storytelling.

From https://www.esri.com/about/newsroom/announcements/esri-brings-powerful-mapping-technology-to-everyone-with-new-storytelling-tool/

ArcGIS StoryMaps seeks to allow marketers and other content creators to use a single easy-to-use tool to tell their stories. As ESRI’s video on ArcGIS StoryMaps states, “Every story has a place, and every place has a story.” StoryMaps helps people tell place stories.

From https://www.youtube.com/watch?v=Kl-J9GjieYM

For an example of a StoryMap, go to https://storymaps.arcgis.com/stories/42b1a6fe6a524b578becd12c0bee4b4c to view “Sounds of the Wild West: An audio tour of Montana’s four major ecosystems.” Be sure to unmute the sound! (It’s an audio tour.)

What about YOUR story?

Now ESRI hasn’t asked me to tell stories for them (yet), but perhaps your Redlands-based company might want a storyteller. Consider the Redlands, California content marketing expert, Bredemarket. I provide marketing and writing services in the Inland Empire and throughout the United States.

Here are just a few examples of what Bredemarket can do for your firm:

I can provide many more B2B services; a complete list can be found here.

Before I create a single word, I start by asking you some questions about your content:

  • Why, how, and what do you do?
  • What is the topic of the content?
  • What is the goal that you want to achieve with the content?
  • What are the benefits (not features, but benefits) that your end customers can realize by using your product or service?
  • What is the target audience for the content?

After you’ve provided the relevant information to me, I’ll create the first iteration of the content, and we’ll work together to create your final content. The specifics of how we will work together depend upon whether you have elected the Bredemarket 400 Short Writing Service, the Bredemarket 2800 Medium Writing Service, or something else.

When we’re done, that final content is yours (a “work for hire” arrangement).

If I can help your business, or if you have further questions about Bredemarket’s B2B content creation services, please contact me.

Ontario Fire Station No. 9 Grand Opening

Ontario Fire Station No. 9.

On Saturday, April 30, 2022, the city of Ontario (California) held its COVID-delayed grand opening for its newest fire station, in the newer southeastern part of the city (2661 E. Grand Park St). The fire station actually opened in January, but the ribbon cutting was held this morning.

Ontario Fire Station No. 9 ribbon cutting. From https://www.youtube.com/watch?v=j9-Gmg2UlbE
2661 E. Grand Park St, Ontario, CA 91762. From Google Maps.

Public safety is a tough profession. I’ve worked with police more than fire/EMS, but it’s tough for all of them. At the ceremony, Ontario Mayor Paul Leon shared the story of a time that he accompanied the Ontario Fire Department on a call. Although Mayor Leon was wearing protective gear, he had to stop at a certain point because of the intense heat from the fire. The firefighters kept right on going, because it was their job.

And now the department has one more station, ensuring that the residents and businesses in that corner of Ontario will be safe.

From https://www.instagram.com/p/CcOwIKsvKV2/

Why the Toyota Arena’s square footage is unimportant in Zurdo vs. Boesel marketing…or YOUR marketing

There is a LOT going on in Ontario, California that escapes the attention of most of us. For example, only dedicated boxing fans may know what is happening here on May 14.

Former world champion and light heavyweight Mexican boxing star Gilberto “Zurdo” Ramírez (43-0, 29 KOs) of Mazatlán, Mexico, will face former WBA Interim Light Heavyweight World Champion Dominic Boesel (32-2, 12 KOs) of Freyburg, Germany on Saturday, May 14….The event will take place at Toyota Arena in Ontario, CA, and will stream live exclusively on DAZN.

From https://www.ringtv.com/638236-gilberto-ramirez-dominic-boesel-set-for-may-14-in-ontario-california/

So why didn’t I learn about the Ramirez-Boesel fight until a week after this April 22 announcement?

Because I’m not part of the target market for this fight.

The announcement that I quoted above was shared on The Ring website. Obviously people who visit that particular site are interested in boxing.

And the Toyota Arena is certainly promoting it. (“Zurdo” is Ramirez’s nickname.) Notice the prominent “BUY TICKETS” call to action. The Toyota Arena wants you to attend the event in-person.

And the DAZN streaming service is obviously talking about it and hoping that you sign up for the service. The yellow “SIGN UP NOW” buttons (two of them in this screen alone) are hard to miss. Unlike the Toyota Arena, DAZN doesn’t require you to be in person to view this fight.

DAZN website, Zurdo vs. Boesel streaming sign up.
From https://www.dazn.com/en-US/sport/Sport:2x2oqzx60orpoeugkd754ga17/abtjyjpn1btla7vxkzowzh5h5

What the Toyota Arena and the DAZN streaming service DIDN’T do when marketing the fight

Let’s look at one aspect of how the fight is being marketed.

Have you ever noticed that some companies believe that the best way to market themselves is to talk about themselves? They’re worse than a self-obsessed narcissist on a date.

Major Frank Burns (Larry Linville).
Major Frank Burns (portrayed by Larry Linville) of M*A*S*H fame. (Major Margaret “Hot Lips” Houlihan not pictured.) By CBS Television – eBayfrontbackeBayphoto front & release, Public Domain, https://commons.wikimedia.org/w/index.php?curid=30082123

If the “my company is most important” people were promoting this fight, the Toyota Arena could have started its Zurdo vs. Boesel page with the text below.

Toyota Arena, built and owned by the City of Ontario, operated by ASM Global, can accommodate over 11,000 guests. The 225,000 square foot venue features 36 luxury suites located on two levels and a continuous concourse hosting a variety of concession and refreshment stands, merchandise kiosks, the VIP Club and other fan amenities. Toyota Arena hosts over 125 events annually including concerts, family shows, and sporting competitions. The Arena is home to several sport teams including: Ontario Reign (American Hockey League), Ontario Fury (Major Arena Soccer League), Aqua Caliente Clippers of Ontario (G League Basketball), and LA Temptation (Legends Football League).

From https://www.toyota-arena.com/arena-info/about

This text appears on the arena’s “About Us” page. Why not also put it on the page for the fight, to ensure that the readers see it and realize the sheer awesomeness of the arena, the City of Ontario, and ASM Global?

Why not talk about the arena at the beginning of the fight announcement? Because fight promoters are smart. Fight promoters know that to make a sale, they need to maintain a customer focus.

Let’s say that you’re a boxing promoter and YOU have to promote this fight. Which of the following two facts is more important?

  1. Gilberto “Zurdo” Ramírez has a boxing record of 43-0 with 29 knockouts.
  2. The Toyota Arena is a 225,000 square foot facility.

Now perhaps the janitorial staff that has to service the Toyota Arena is more concerned about item 2, but if you want boxing fans to buy tickets or streaming access, you’re going to aggressively promote item 1 and maintain your customer focus.

So what is MY call to action to YOU?

If I were to ask you, there is a high probability that you are not a boxing promoter. I know this because I’m not submitting this post to The Ring as a press release, but am instead sharing it in various Inland Empire West business channels.

However, there is a pretty good probability that you own or manage a local business, and you have your own news that you want to get out.

And this news must resonate with your customers.

  • Perhaps you want to share a customer success story, case study, or testimonial—a casetimonial, if you will. This document must appeal to your customers, speak to their needs, and ideally lead to them considering your company’s services or products.
  • Or perhaps you want to share a white paper that addresses your customers’ needs, but also drives them to consider your business. For example, you might distribute a white paper that lists seven critical criteria for customer success—and coincidentally, your company’s offering satisfies all seven critical criteria. (What an amazing coincidence!)

Regardless of your desired written content, you need the services of an Ontario, California content marketing expert who can work with you and maintain a customer focus in your content marketing.

Ontario Convention Center.
By Mack Male – originally posted to Flickr as Ontario Convention Center, CC BY-SA 2.0, https://commons.wikimedia.org/w/index.php?curid=9512928

I, John E. Bredehoft, through my Ontario-based DBA Bredemarket, can write casetimonials, white papers, and other types of content, working with you to answer these and other critical questions BEFORE producing the content:

  • Why, how, and what do you do?
  • What is the topic of the content?
  • What is the goal that you want to achieve with the content?
  • What are the benefits (not features, but benefits) that your end customers can realize by using your product or service?
  • What is the target audience for the content?

After you’ve provided the relevant information to me, I’ll create the first iteration of the content, and we’ll work together to create your final content. The specifics of how we will work together depend upon whether you have elected the Bredemarket 400 Short Writing Service, the Bredemarket 2800 Medium Writing Service, or something else.

When we’re done, that final content is yours (a “work for hire” arrangement).

If I can help your business, or if you have further questions about Bredemarket’s B2B content creation services, please contact me.

Rancho Cucamonga, California Fast Business Facts

The U.S. Census provides “quick facts” about U.S. jurisdictions, including business facts. While the business facts are ten years old, they still provide an indication of business health.

For Rancho Cucamonga, the U.S. Census Bureau has documented over 15,000 firms, over $3 billion in manufacturers shipments, and over $2 billion in retail sales. These figures have presumably increased in the last ten years.

If you own or manage one of these thousands of businesses, and you need to let other businesses know about your offerings, perhaps you should turn to the Rancho Cucamonga, California content marketing expert. Bredemarket can assist your firm with the following:

If I can help your business, or if you have further questions about Bredemarket’s B2B content creation services, please contact me.

A Dry Summer in the Inland Empire West

Housing construction in north Fontana, showing the lack of vegetation in the Inland Empire West
By BenFrantzDale – Own work, CC BY-SA 3.0, https://commons.wikimedia.org/w/index.php?curid=4055862

We’re dry again. Actually, we’ve been dry since before October 19, 2021.

Following the second driest year on record and with near record low storage in California’s largest reservoirs, Governor Gavin Newsom today issued a proclamation extending the drought emergency statewide and further urging Californians to step up their water conservation efforts as the western U.S. faces a potential third dry year.

From https://www.gov.ca.gov/2021/10/19/governor-newsom-expands-drought-emergency-statewide-urges-californians-to-redouble-water-conservation-efforts/

Now this would be the place for me to insert a picture of a dry reservoir, but I prefer statistical evidence to anecdotal evidence. And statistically, one of our local reservoirs, Lake Perris, is definitely lower than it was in prior years.

Regardless of how one feels about governmental powers, I think all of us can agree that if all people and businesses in California use the maximum amount of water, things won’t be so good.

What may IEUA cities do starting June 1?

As a result of the current drought conditions, the Metropolitan Water District has asked the Inland Empire Utilities Agency (IEUA) and five other agencies to take emergency actions effective June 1.

[T]he MWD has asked six of its member agencies to consider requiring its customers to restrict outdoor watering to just one day per week, or find other ways to conserve water, according to the large water agency that provides water to 19 million people in six counties.

From https://www.dailynews.com/2022/04/26/southern-california-water-supplier-adopts-unprecedented-rule-limiting-outdoor-irrigation/

For the record, the IEUA serves several cities in southwestern San Bernardino County.

As a regional wastewater treatment agency, the Agency provides sewage utility services to seven contracting agencies under the Chino Basin Regional Sewage Service Contract: the cities of Chino, Chino Hills, Fontana, Montclair, Ontario, Upland, and Cucamonga Valley Water District (CVWD) in the city of Rancho Cucamonga.

In addition to the contracting agencies, the Agency provides wholesale imported water from MWD to seven retail agencies: the cities of Chino, Chino Hills, Ontario, Upland, CVWD in the city of Rancho Cucamonga, Fontana Water Company in the city of Fontana, and Monte Vista Water District (MVWD) in the city of Montclair.

From https://www.ieua.org/about-us/

But the MWD isn’t the only water provider

Notice that MWD has only asked that the IEUA “consider” restrictions. Why can’t MWD mandate them? Because the MWD is not the only water provider for the agencies in question. Take the city of Upland, for example:

The City water interests are a result of either a direct water right or indirectly through its shareholder interest (entitlement) in two private mutual water companies. The City has a 93% shareholder interest in West End Consolidated Water Company (WECWco.). The water received from WECWCo. is local groundwater. The City has a 68% shareholder interest in San Antonio Water Company (SAW Co.). Both local groundwater and surface water from San Antonio Canyon is provided by SAW Co. San Antonio canyon surface water supply is subject to availability and is closely tied to rain and snowpack. This local surface is treated at the City’s San Antonio Water Treatment Plant. In addition to the local surface and groundwater supplies, the City invested and owns 22% interest in an 81 million gallon imported water treatment plant, Water Facilities Authority (WFA-JPA), Agua de Lejos located on Benson Avenue north of 17th Street. The WFA water treatment plant receives Northern California State Project imported water from Metropolitan Water District of Southern California (MWD) through Inland Empire Utilities Agency (IEUA) our MWD member agency. In 2013, IEUA completed regional pipeline facilities and began delivering recycled water. Recycled water is predominantly available in the southeastern sector of the City and is mostly used for large landscape irrigation areas, such as the Upland Hill Country Club Golf Course, City Parks, several school grounds and the Euclid Avenue median.

From https://www.uplandca.gov/water

Cities will require you NOT to water, except when cities require you TO water

As you can see, water rights can get a bit complicated. Especially when a city such as Upland threatens to fine a resident for NOT watering a lawn, as occurred in 2014.

Fernand Bogman stopped watering his grass in an effort to preserve water given current drought conditions.

“Under the current circumstances, I don’t believe that that is acceptable that we waste water,” Bogman told Goldberg.

The situation unfolded a few weeks back after Bogman was told a neighbor complained about his yard to the city.

That phone call led city officials to demand that he keep his grass green.

From https://www.cbsnews.com/losangeles/news/upland-man-could-face-steep-fines-for-allegedly-failing-to-water-lawn/

The charges were eventually dropped in 2015.

Anyway, if you live in one of the named cities, or in any city in California, be sure to keep up with your local city to see if water restrictions will affect you.

Bredemarket Inland Empire B2B Services: Iterating LinkedIn/Facebook Page/Group Names

Author’s Note: this is one of two seemingly unrelated Bredemarket blog posts that form a cohesive whole. Actually PART of a cohesive whole.

Introduction

It would be nice if my initial plans for my consultancy Bredemarket were perfect and addressed my consulting needs for years to come. But my plans are NOT perfect, in part because I can’t anticipate what will happen in the future.

And so I iterate. Which is why I’m renaming the Bredemarket General Business Services Facebook group and the Bredemarket Local Firm Services LinkedIn showcase page.

In this post I examine why I created Facebook groups and showcase pages in the first place, why I originally named the Facebook group “Bredemarket General Business Services,” why I subsequently named the LinkedIn showcase page “Bredemarket Local Firm Services,” and why I’m changing things.

Why create Facebook groups and LinkedIn showcase pages?

When I established Bredemarket in 2020, I knew that I wanted to target multiple customers. This sentence on the Bredemarket home page has remained unchanged since 2020:

Bredemarket presently offers its services to identity/biometrics, technology, and general business firms, as well as to nonprofits.

From https://bredemarket.com/

These four customer groups have some different needs. A nonprofit’s concerns differ from those of a fingerprint identification software vendor. Because of this, I wanted to find a way to talk directly to these customers.

Back in November 2020, I started by creating a LinkedIn showcase page entitled Bredemarket Identity Firm Services. I started with this one because I had a need to communicate with just my identity customers. As of April 21, 2022, 186 people are following this showcase page to receive identity-only content.

Why I created the Bredemarket General Business Services Facebook group

I didn’t stop with that one LinkedIn showcase page. By July 2021, I had created a second LinkedIn showcase page devoted to technology, but was also creating Facebook groups.

So Bredemarket…has Facebook groups that are somewhat similar to the Bredemarket LinkedIn showcase pages. One difference is that I have three groups on Facebook. In addition to the identity and technology groups, I also have a general business group. At this point it didn’t make sense to create a LinkedIn showcase page for general business, but it did make sense for Bredemarket to have such a group on Facebook.

From https://bredemarket.com/2021/07/16/how-and-why-a-company-should-use-linkedin-showcase-pages/

You can see how these Facebook groups (and LinkedIn showcase pages) are derived from my original 2020 statement of Bredemarket’s target markets. To a point; as I noted, I didn’t create a general business showcase page on LinkedIn, and even today I don’t have a nonprofit LinkedIn showcase page or a nonprofit Facebook group.

But I would begin to pivot Bredemarket’s business that summer.

Why I created the Bredemarket Local Firm Services LinkedIn showcase page

By September 2021, I was questioning my market segmentation.

As I write this, Bredemarket has no clients in my hometown of Ontario, California, or in any of the nearby cities. In fact, my closest clients are located in Orange County, where I worked for 25 years.

It’s no secret that I’ve been working to rectify that gap and drum up more local business.

From https://bredemarket.com/2021/09/03/shattering-my-assumptions-by-using-linkedin-for-local-marketing/

After attending Jay Clouse’s September 2021 New Client Challenge, I determined to pursue this local market more aggressively and determined how I was NOT going to pursue Inland Empire West customers.

So when I market to local businesses, I’ll want to do that via relevant Facebook Groups. Obviously I won’t market the local services via LinkedIn or Twitter, because those services are not tailored to local service marketing.

From https://bredemarket.com/2021/09/03/shattering-my-assumptions-by-using-linkedin-for-local-marketing/

Let me draw out the implied assumption in that statement above, that even the Facebook marketing would be via groups created by other people. It wasn’t like I was going to create my OWN local Facebook group or anything like that. I was going to post in the Facebook groups created by others.

Anyway, proving that my initial plans are NOT perfect, I fairly quickly changed my mind regarding LinkedIn, deciding to create a LinkedIn showcase page devoted to local services, even though I didn’t have (or need) a parallel Facebook group.

And in fact I’d cheat by adapting the artwork for the Bredemarket General Business Services Facebook group and repurpose it for use in the Bredemarket Local Business Services LinkedIn showcase page.

This appeared to be a brilliant idea, and the new local LinkedIn showcase page was successful. Not as successful as the Bredemarket Identity Firm Services LinkedIn page, but it certainly provided me with an avenue to speak just to the local community.

Aren’t I brilliant?

Why I’m changing the names of the Facebook group and LinkedIn showcase page

Well, maybe not so brilliant.

Time went on, and I would share identity stuff to the “Identity Firm Services” showcase page and group, and I would share technology stuff to the “Technology Firm Services” showcase page and group. When I wanted to share local stuff, I’d obviously share it on the Bredemarket Local Firm Services LinkedIn showcase page, and sometimes I’d also share it on the Bredemarket General Business services Facebook group.

But this raised two questions.

What is the Bredemarket General Business Services Facebook group?

The third market category that I created in 2020 isn’t making sense in 2022. If you go to the Bredemarket General Business Services Facebook group today, it’s kind of vague. In fact, you could say it’s, um, general.

If you scroll through the group posts, you’ll see a lot of posts from me that have to do with businesses in California’s Inland Empire.

Because I do not moderate the posts in the group, other people like to post, and their posts can be, um, general. For example, there is one person who occasionally posts things like this.

Now I have no reason to reject the post, because the poster isn’t violating any group rule. However, this person could use the services of a marketing and writing professional. The company is doing SOME things right. such as advertising the services provided, including illustrative pictures, and incorporating a call to action. The call to action, of course, is to call…

…061 531 5144?

For those who aren’t familliar with geography, Kempton Park is outside of Pretoria, in South Africa. Which means that if I had wanted the company to provide a quote when my own roof was damaged by winds, I would have to call the country code 27 first, THEN call the local area code 61 and the local number 531 5144.

Somehow I doubt that Ontario, California is in this company’s service area.

Now I could have posted a comment along the lines of “You idiot! Do you really think that people in this group are going to contract with a roofer on another continent?” But I didn’t do that. Instead, I simply commented with this question:

Where is the service located?

From https://www.facebook.com/groups/bredemarketbusiness/posts/1034813817123791/

Over a week later, the original poster hasn’t responded to my question. I guess the poster is too busy writing “Thought the group would like this” posts on every “general business service” Facebook group. (Terrible waste of the poster’s time, when you think about it.)

And that’s what can happen when you create a group for “general business services.” It’s too general.

What is the Bredemarket Local Firm Services LinkedIn showcase page?

Thankfully I avoided this same problem when I created the Bredemarket Local Firm Services LinkedIn showcase page.

Or did I?

If you don’t know me or my background and encounter a showcase page devoted to “local firm services,” what are you going to think?

That’s right. The page name doesn’t mention the locality that is the focus of the page.

Next thing I know, my roofing friend is going to discover my Linkedin showcase page and start posting weekly, with an equal lack of success.

How do I make these better?

So it’s obvious that both the LinkedIn showcase page and Facebook group would benefit from a refocus and a rename.

But what name?

If you had asked me this question in September 2021, I would have chosen the name “Bredemarket Inland Empire West Firm Services.” My local marketing target at that point was businesses in Ontario, California and the surrounding cities. “Inland Empire” was too broad a term for those cities, but “Inland Empire West” is a real estate term that fits nicely in my target market area.

This also tied in with a marketing promotion that I was running at the time, in which I would offer a discount for customers in this immediate area. However, I recently rescinded that promotion (as part of the numerous changes I’m currently making to Bredemarket’s business). Since I wasn’t making money (from an opportunity cost perspective) with my regular package pricing, I certainly wouldn’t make money with DISCOUNTED package pricing.

At the same time, I was getting less strict about keeping my target within the Inland Empire West, and was therefore open to extending throughout the Inland Empire. Although most of my online collateral is currently targeted to the Inland Empire West, I won’t turn down business from Moreno Valley or Redlands.

So perhaps I could use the name “Bredemarket Inland Empire Firm Services,” without the “West.”

But I didn’t like that either.

While “Firm” implies that I work with businesses and not individuals (I don’t write resumes), I figured it would be clearer if I used “B2B” instead of firm. “Business-to-Business” would be better, but that would make the page/group title awfully long. Of course some people don’t know what “B2B” means, but that could be an effective filter; if you don’t know what “B2B” means, you’re not going to use Bredemarket’s services anyway.

Having settled on the title “Bredemarket Inland Empire B2B Services,” it was now a matter of making the title change. (Without changing the legacy URLs and potentially breaking existing links.)

So now I can formally re-announce…

…the Bredemarket Inland Empire B2B Services LinkedIn showcase page.

And…

…the Bredemarket Inland Empire B2B Services Facebook group.

Bredmarket Inland Empire B2B Services Facebook group
From https://www.facebook.com/groups/bredemarketbusiness

Again, the URLs don’t match the page/group titles because of legacy issues, but I think it’s better than what was before. And hopefully this will focus the content and make it more relevant.

Unless you’re a Pretoria homeowner with a leaky roof.

Fontana, California Fast Business Facts

The U.S. Census provides “quick facts” about U.S. jurisdictions, including business facts. While the business facts are ten years old, they still provide an indication of business health.

For Fontana, the U.S. Census Bureau has documented almost 14,000 firms, over $1 billion in manufacturers shipments, and over $2 billion in retail sales. These figures have presumably increased in the last ten years.

If you own or manage one of these thousands of businesses, and you need to let other businesses know about your offerings, perhaps you should turn to the Fontana, California content marketing expert. Bredemarket can assist your firm with the following:

If I can help your business, or if you have further questions about Bredemarket’s B2B content creation services, please contact me.