ZIMA Marketing – Video + Advertising Agency

Coronavirus – What’s Right For Your Business?

Coronavirus - What's Right For Your Business?

CoronaVirus - What's Right For Your Business

In The Midst of The CoronaVirus...

We feel it is critical to address the daunting concerns of health, safety and best practices for your business & marketing strategy during this uncertain time.
 
Many business owners may be feeling uncertain or hesitant to make that leap of faith and invest in the growth of their company during the economic turmoil that has occurred these last few weeks.
 
It is our responsibility as leaders in digital marketing space to be sure our clients, fellow entrepreneurs and business owners are equipped with the right information, data, and resources to continue profitably through this storm.
 
While times are uncertain and it may feel like the best idea is stop everything, looking to the past may provide clarity and confidence when deciding how you will proceed and make the most of our situation.
 
While we have never experienced something quite like the COVID-19 pandemic, we can look to other times in our nation’s history to see how businesses have overcome hardship and obstacles like we currently face.
 
One of the most recent and useful moments in time to understand our current situation is the financial crisis that occurred in 2001 after the terrorist attack on 9/11.
 
Although this crisis came in a very different format, our economy and response system was very similar in the sense that businesses shut down, the economy took a plunge, major sporting events were cancelled, shows on Broadway and festivals shut down… People were in panic and businesses were strategizing on how to proceed and best protect their employees, families, and profits.
 
It’s fascinating to study the decisions and outcomes that occurred during this time to understand how we may position ourselves to take advantage of opportunity rather than hunker down and hide.
 
In this article from ad-age we learn in detail about various companies decisions and impact that was created due to either scaling or cutting all marketing expenses.
 
What we found in reading this was a deep understanding in the communities desire to be understood by the businesses they interact with. The companies that scale down marketing budgets had negatively impacted revenues in the time the economy dropped that was far superior to the impact businesses who shifted and continued moving forward received.
 
At ZIMA we believe that, above all else, relationships and people are what make a business unique, and it’s our job to guide and empower our clients to make the right decisions for their business growth and goals.
 
Being that the country is in a state of lockdown, there are many people in front of TVs computers and mobile devices, meaning now is a perfect time to leverage your brand and story to stay top of mind.
 
Whether you’re already running campaigns, planning to, or you find yourself with extra time to consider the possibility, NOW is a once-in-a-lifetime opportunity to take a giant step forward these next few months while ad costs are low and competition is scarce.
 
Due to the health risks and concerns of COVID-19, our team is taking action to limit our face-to-face meetings, video shoots, and in person projects at this time. We will still be available to video conference or answer any questions, and we will continue to provide value for our clients and those who need guidance.
 
In response to the lockdown and social distancing regulations, we are in the process of creating a video content program so you can create high-quality content with your smartphone while still having access to professional video editors. We even provide fresh content ideas & topics each month for you to choose from.
 
We are excited to announce a new addition to our product offering: U-SHOOT, #ContentForEveryone
 
Stay tuned for more info on U-Shoot!
 

If you have any questions or want to get in touch, click here to get in touch. Let’s chat about how we can make this year your best year yet.

Coronavirus - What's Right For Your Business?

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The Modern Agent Miami – Real Estate Marketing Event

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The Modern Agent Miami

Real Estate Marketing Event

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Marketing Has Completely Changed…

Everything that “worked” 3-5-10 years ago, has completely changed.

Why? Because consumers have options which means they have FULL CONTROL now…

At the tip of our fingers, we can find almost ANY piece of information, product review, real estate listing, market rate, skill tutorials and more.

The noise, the confusion, the ability to get a 2nd, 3rd, or 4th opinion… It has never been easier or more common.

So what do you do?

How do you stand out & win the attention of those around you?

Its simple… You being you, is more important and powerful than ever.

Being linear across all platforms… You shouldn’t have an Instagram persona, a LinkedIn character and a facebook profile that are any different from each other.

Nobody will take action on confusion. Not now, not before and likely not ever… So, standout, speak up, be polarizing & unique!

Thats why you choose to work with the people you do, right?

Because they are them… Maybe there is another company out there, practically nobody is re-inventing the wheel these days.

You choose your partners, suppliers, & service providers because of the way you have connected with them. Shared laughs, love for the same teams, cities, beliefs, music and lifestyle.

Because I have specialized in working with in commercial and residential Real Estate/Mortgage industry, I see this all the time.

Why market and use incentives that people can achieve on their own?!?!

It worked really well at one point, we used it to help our clients… But times have changed! People have gotten smarter and used to the tactics.

Correct me if I’m wrong, but all this online marketing, websites, emails, social media, SEO, content… Its for one purpose, to connect with people you wouldn’t have had access to before!!

So stop using your listings, market rates/reports and “special” deals to start relationships!! Think about the customer journey.

Marketing YOU is what works… Thats what makes you different from those around you. Your process, your knowledge & your passion… Thats how you win big in 2020.

 

Thanks For Reading!

If you have any questions or want to get in touch, click here to schedule a call. We can chat about what strategies we can roll out to make this year your best year yet.

the modern agent miami real estate marketing event

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Teaching Real Estate Lead Generation At Douglas Elliman Miami 🏝

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Teaching Real Estate Lead Generation At Douglas Elliman Miami 🏝

Last week we had the pleasure of teaching a class at Douglas Elliman in Miami/Coconut Grove.

Some BIG changes are underway when it comes to real estate & mortgage marketing. We flew to Miami to help realtors understand the strategies and tactics that are generating the best results right now.

With Facebook & Instagram disabling two thirds of their targeting capabilities for real estate & mortgage, it’s important for real estate professionals to know how they can stay ahead despite the setback.

The (Very Near) Future Of Marketing

Content marketing is becoming more and more valuable due to it’s genuine & transparent nature. People are able to see your face, hear you talk, connect with YOUR story and so much more by watching a video.

Video engages prospects, evokes emotion & educates without being pushy. It empowers viewers to learn and move at their own pace while providing value and building rapport.

Here at ZIMA, we’ve been pushing video production and content marketing for quite some time, but as time goes on, video only seems to grow more and more valuable.

Consumers are leaning towards more tailored and personalized services, so by showing consumers who you are through video, you can weed out the tire kickers and attract your ideal customers.

ZIMA Marketing Miami real estate lead generation

Besides teaching Lead Generation in Miami and connecting with business owners, we were able to enjoy some of the nice beaches and tropical weather for two and a half weeks. Work hard, play hard 😎

Here are some more photos and videos from our trip.

Thanks For Stopping By!

If you have any questions or want to get in touch, click here to schedule a call. We can chat about what strategies we can roll out to make this year your best year yet.

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Real Estate & Mortgage Facebook Ad Updates (2020 & Beyond)

Real Estate & Mortgage Facebook Ad Updates (2020 & Beyond)

Real Estate & Mortgage Facebook Ad Updates (2020 & Beyond)

If You're In The Real Estate or Mortgage Industry...

Starting August 26, 2019, Facebook is removing a lot of advanced targeting options for Real Estate & Mortgage Facebook/IG ads.
 
❌ No more Age targeting options
❌ No more Gender targeting options
❌No more Behavioral targeting
❌ No Lookalike audiences allowed
❌ No more targeting Exclusions
facebook special ad category real estate
Ads that are already running before the 26th will continue to run normally until Jan 14. New ads/campaigns created after the 26th will not be allowed to use those old targeting options mentioned above.
 

Facebook has been under some serious heat recently because of how in-depth the targeting options were. Sheryl Sandberg, Chief Operating Officer at Facebook expressed that “our job is to make sure these benefits continue while also making sure that our ads tools aren’t misused. There is a long history of discrimination in the areas of housing, employment and credit, and this harmful behavior should not happen through Facebook ads.”

This will make things much harder for the average Facebook advertiser to run targeted/specific campaigns (like VA campaigns, Downsizing campaigns, Listing ads, etc) effectively. 

Since our targeting options are restricted, focusing on video marketing will allow you to build your brand and attract ideal clients.

The Solution: Don't Put All Your Eggs In One Basket

By tapping into other social advertising platforms like YouTube & Google, you can STILL leverage the targeting options that were just removed from Facebook/Instagram.

This means Google/YouTube will be best for transactional lead generation campaigns and Facebook/Instagram will be best for branding and content marketing.

It’s always best to diversify your lead generation source,  so using YouTube/Google alongside Facebook/Instagram will produce the best results.

Here is a snapshot of some of the targeting capabilities on Google/YouTube that are great for Real Estate Lead Generation:

Google ad real estate targeting

As you can see, there are still a TON of ways to target effectively online by leveraging other platforms like YouTube.

Gender, Age, Parental Status, Household Income, Interests, & Channels are still powerful targeting options available outside of Facebook/Instagram.

As Facebook and other social networks keep changing, it’s important to remember to focus on creating unique content and distribute it across every channel possible.

Thanks For Reading!

If you have any questions or want to get in touch, click here to schedule a call. We can chat about what strategies we can roll out to make this year your best year yet.

Real Estate & Mortgage Facebook Ad Updates (2020 & Beyond)

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The Do’s & Don’t of Facebook Advertising

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The Do's & Don'ts of Facebook Advertising

Ahhh Facebook advertising… The “hottest” way to advertise your business in 2017/2018… 

Yes, the hype is real, and for good reason! Facebook ads are a great way to get your product or service in front of super-targeted audiences. To be honest, they’ve done an amazing job with their targeting capabilities, but Facebook isn’t the “one and done” solution…

If you REALLY want your business to be successful online, you shouldn’t be putting all of your hypothetical marketing eggs in the Facebook basket. Just like any investor would tell you not to rely on one source of income, you should be diversifying your advertising efforts.

First off, let’s talk about what you SHOULD do with Facebook…

The Do’s of Facebook Ads

Facebook is one of the best platforms when it comes to interest and behavioral targeting. Google’s platform offers demographical and interest targeting as well, but it’s just not quite as detailed as Facebook.

If your audience is VERY particular, Facebook may be a fantastic solution.

One of the BEST features about Facebook ads is the Lookalike functionality. If you already have a customer list or lead list (people you’ve already done business with), uploading that list into Facebook and creating a Lookalike audience can drastically cut costs, your time spent testing and put your brand in front of the right people fast. This is something you can’t quite do with other platforms which is why Facebook is great for SCALING businesses.

If you don’t already have a list of past customers, don’t fret… There are also things you can do on Facebook to begin growing your list effectively.

Running special promotions such as giveaways and contests can generate top quality engagement across Facebook & Instagram. Leveraging influencers is also a super effective way to build custom audiences so you can later create high performing lookalike audiences.

Now that we’ve gone over ways that Facebook advertising can produce great results, let’s finally talk about what you should NOT do.

The Don’ts of Facebook Advertising

Ok… this part is pretty important because we see a LOT of business owners trying to make things work when they aren’t using the platform for what it’s meant to do.

When running Facebook campaigns, make sure you aren’t running a campaign that’s better suited for Google or a different platform. If your business offers products or services that are meant for people in a very specific buying stage, often times Google can be a better solution. Let’s walk through an example…

Say you own a local auto shop and want to generate leads or sales for your special oil change promotion. Even though you can target people with specific cars and a wide range of demographics like income, location, etc, this is definitely a campaign better suited for a search engine platform like Google, Yahoo or Bing. It’s VERY hard and expensive to run ads to everyone with a car for an oil change because you have no idea if they actually NEED an oil change.

A better bet would be to run this type of campaign on the Adwords platform and target people that are actively searching for terms such as “oil change near me” or “best oil change” etc…

Make sure you are leveraging all of Facebook’s advanced targeting features if you want to run a campaign within their platform.

Right now the “hype” and common conception is that Facebook is the cheapest place to drive traffic, but the reality is that each platform has its place.

Before you launch your next online advertising campaign, think hard about WHERE your audience would be looking for that type of offer or promotion.

If you’d like to discuss your next campaign with us to see where it might best be placed, schedule a call with our team by clicking the button at the bottom of this page. We’re happy to help and wish you the best in your next Facebook advertising adventure.

Targeted Ads – Creepy or Beneficial?

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Targeted Ads - Creepy or Beneficial?

When it comes to targeted ads, it’s true. Facebook knows where you live, what movies you like, what kind of lifestyle you live, and more. Creepy much? Yep.

But there’s another side to the coin…

Is the fact that companies can put hyper-targeted products and services in front of you that may make your life better such a bad thing? It’s now easier than ever to find products and services that can help make life convenient. 

It all comes down to the question of personal preference and what data you allow them to access. I bolded “you allow” because you DO have the choice of giving them your targeted info or not!

You see, the more information social media platforms obtain from consumers, their relevance and value as a platform also increases. The reason Facebook is such a large company is because all of the revenue they generate from advertisers! But why are people so happy to give their hard earned money to Facebook to advertise? It’s because they let us in on the nitty-gritty data such as purchase behaviors (what type of things you buy), interests (what thinks you like), demographics (your age, gender, income bracket, job title, etc) and much much more. They even purchase data from 3rd party data companies such as Experian & Acxiom for billions of dollars.

Every year Facebook, Google and other platforms earn BILLIONS of dollars because they control the eyes of the world. They’re also in a constant effort to balance the scale between making their platform beneficial for BOTH consumers and advertisers.

Opportunity For Business

As a business owner, you have an amazing opportunity before you. You have the chance to place your product in front of the most targeted audience of people in history… And it’s only getting better every day.

30 years ago, or even 10 years ago, advertising wasn’t as easy… People had to pay top dollar to get their brands on billboards and TV without knowing if it would even bring a return.

Now with the advancement of technology, everything can be tracked and recorded so there’s no second-guessing. Now you can know if your ads are bringing in a positive or negative return.

Who knows where Facebook will be in 5 years, but regardless, make sure your business is leveraging the best platforms TODAY to find your specific audience of buyers.

Thanks for reading! If you’d like help setting up targeted ads for your business that generate positive returns, click the button and the bottom of this page to schedule a call with my team! 🙂

How B2B Companies Can Profit From LinkedIn Ads

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How B2B Companies Can Profit From LinkedIn Ads

With ad costs rising on platforms such as Facebook and Google, many b2b companies and marketers are turning to LinkedIn to generate quality leads.

Last month my team set out to experiment the effectiveness of LinkedIn ads vs. Facebook & Google… The results were both shocking and impressive.

We decided to split test the different types of LinkedIn ads: text ads, InMail ads and Sponsored Content ads. We ran each type of ad for 14 days while split testing multiple variables within the ads such as text, images and call-to-actions.

After the experiment period, we found that the InMail ads outperformed everything else. Logically it makes sense since you’re reaching out directly to someone. With text ads and sponsored content, it’s less likely that someone will get in touch with you AFTER exploring your content.

Our average cost per InMail message was anywhere from 40-65 cents… Not bad considering a lot of people scheduled a call via our favorite booking application Calendly.

Once we discovered the power of InMail ads, we began testing out different message variations. Originally our click-through-rate (CTR) was around 3% but as we tested more it rose to a whopping 9%!

Before Testing Message Variations:linkedin ads

After:

I don’t know how familiar you are with click-through-rates, but an AVERAGE CTR is around 1-2%… So 9% was quite nice to see. Shoutout to LinkedIn!!

The Results

Over the next couple of weeks we ended up spending around $500 which generated over $5,000 in revenue for our company. LinkedIn InMail ads can absolutely give your business an edge when 90% of your competition is still only leveraging Facebook or Google.

If you’d like any help setting up LinkedIn ads for your business, click the button at the bottom of this page to schedule an introductory call with our team!

Thanks for reading! Please share this with anyone who may benefit from it 🙂 

The Problem with Using Employees as Brand Ambassadors

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The Problem with Using Employees as Brand Ambassadors

Some types of businesses tend to use their employees as brand ambassadors in their outreach, customer service, and marketing efforts. On the surface, it makes a lot of sense. Your employees know your business the best, they are living and breathing assets of your brand, why not use them for promotional purposes as well?

You see this all the time with trendy tech startups that want to promote a positive work culture. You see pictures of employees playing ping-pong, eating snacks, and gathering by the coffee during their breaks. However, the problem with using employees as brand ambassadors is that things can quickly go wrong. Below are some reasons you might want to think twice before you put your employees in charge of establishing your brand.

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Giving Employees a Voice Doesn’t Guarantee Positivity

When you give your employees a voice and allow them to speak their mind, this often results in them feeling empowered and privileged to work for such a positive company. The problem is, things aren’t always going to be happy. In life, there are ups and downs and this is no different in the workplace. There are going to be employees who feel unhappy with work culture, stressed with their job, or disgruntled about the business as a whole. Do you really want these voices to be heard when things turn sour and the positive image of your brand is at stake?

Allowing Employees to Spread Their Wings Could Lead to Them Walking Away

As employees begin to build blogs, post on social media, and reach out to the world about your brand and attempt to be your ambassador, they become more entrepreneurial and independent. These are things they may not have ever pursued on their own but because they are serving as a brand ambassador, suddenly are taking more of an interest. It’s not uncommon for employees to find they enjoy these activities more than they do their actual career and start to consider a change of pace. It might be best to hire out for third party advertising and marketing. You can’t use employees for every branding strategy and having good base marketing will help you if employees do move on without you.

Workplace Loyalty Might Not be as Strong as You Thought It Was

Another issue that could arise when you use employees as brand ambassadors is that their workplace loyalty might not be as strong as you envision. As you begin to reach out to your employees and inquire about their opinions and feelings toward the business, you may find that they are far unhappier than you realized. Your brand ambassadors are suddenly disgruntled and forced to be the face and image of a business that they are not entirely passionate about. Be sure when hiring you ask questions about job loyalty. Pre-employment screenings can help you discover employees who are willing to bring enthusiasm and passion with them and weed out those who jump from career to career.

The problem with using employees as brand ambassadors is that you never know what’s around the corner. There are always going to be unexpected challenges and it’s almost impossible to know your employees well enough to predict their actions. Even with the best pre-employment screening programs, workplace culture and personal opinions simply can’t be forced.

Perspective Is Relative

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Perspective Is Relative

What You Need To Know About Growing Your Brand Online

We live in a harsh world. Everyday you see it, winners & losers. Its binary, there really is no in between.

If you think that is a harsh statement, it’s because it is. Fortunately, perspective is relative.

I’ll say that again & make sure you pay attention: Perspective is relative.

I’m not writing this to be an a-hole. I’m writing it because it’s true. We live in a world where everyone wants to be an “expert”. But what even constitutes that title?

With our culture shift and enormous increase in digital media, it seems almost anyone can coin that term. Its bull shit.

Like I said, perspective is relative. John is an expert, because he bought an online course learned a handful of jargon & filmed a video stating 10 basic facts that you’ll likely find on Neil patel’s blog, on the first page of google.

John is an expert because he decided called himself one & invested in the content to back his claim up. But the results, the data to back this up- where is it?

See, I’m here to tell you that no one in this industry is an “expert”. Digital media has been around for barely 10 years.

Facebook has only been an advertising platform for 5. Nobody is an expert.

Some of us are better than others. That is undeniably true. But, this industry is changing every single day.

So, what can you do to make sure you’re ahead? It’s simple, you follow the same principles that our world’s leading companies have defined.

“The companies that win are the companies that invest in their consumers”

Just take a look at our society’s biggest brands- Amazon, Uber, Apple, Google, What do they all have in common?

They have developed systems that reduce the effort needed for transactions to take place. It’s easy to do business with them.

Better yet, making a purchase is so easy it’s fun, at least in comparison to their competitors.

But how does a small business, with limited resources make this possible?

With effort. Running a business takes a tremendous amount of effort, you already know that.

But then why are you allowing your customers to struggle when it comes time for a transaction?  

People follow the path of least resistance, we want everything to be easy. Even more so our culture expects to be served on a platter. Top notch service- simple, efficient & beneficial for the purchasing party.

Life is a sequence of push and pull. If one side is going to benefit that means another will likely struggle.

In this situation “struggle” is positive. It shows that you truly care for your customers, that you are willing to incur a tedious inconvenience for the sake of reliving your client.

Who wouldn’t want to do business with that?

Define yourself & stand out:

In order to break through, you need to be exceptional.

“A jack of all trades is a master of none”.

If you want to be the top dog, it’s time to niche down. Stop trying to serve anyone with a wallet. The scarcity mindset will only hold you back.

What did Amazon start out selling? Books, Jeff sold books- out of his parents garage for a painful amount of time. It’s impressive, a true example of ambition, faith and dedication.

What can we learn from his insane level of commitment?

Pick something and stick with it.

When you keep switching objectives, you get nowhere. Why be 10% at ten things, when you could just as easily be 100% in one?

Working in a startup environment, have seen this time and time again. Fuck, I have even been guilty of it myself.

One of the biggest laughs I have, is observing other agency and the way they title themselves. “Digital Marketing” is an absurdly broad term and I want nothing to do with it.

We are not a umbrella agency, we are a “Paid Advertising & Creative Media Agency”. Can we accommodate other advertising strategies? Absolutely, we could. We understand and can execute in a number of areas. But, I want nothing to do with it- we are focused on PPC & content distribution. Anything that my clients need outside of that, I refer to my network of experts.

Even though I could increase my revenues and capture more clientele, I rarely take that path. Why? Because typically its not in my clients best interest. I mean seriously, I have arguably the best damn SEO team in the country & one of the world’s most advanced chatbot development agencies in my inner circle. Why would I ever rob my client of that resource?

Yep, you heard that correctly. I will refer out easy money because it’s what’s best for my customer. Im in this business to help others, not to be a hammer who hits every nail.

Pushing forward is critical. You can’t be the best at everything, specialists are where the money is made. Even more importantly, specialists are where the value is undeniably apparent. After all, we’re in this business to help others & that only occurs when we stay focused and committed to the objectives we set out achieve.

Be Data Driven:

Data makes the world go round.

Just kidding, that’s not true. Momentum is what makes the Earth go. It was already in motion when it formed, nothing has happened to stop it and the Sun’s gravitational pull is what makes that “going” round instead of straight.

But, that’s besides the point. The point is, be calculated. Have facts, hard numbers, and data to back your decisions.

One of the biggest game changers in my business has been removing emotion from the equation. We are 100% data driven and i belive that has tremendously influenced our success.

I have a theory & we live by it. Nothing is the best until the results are proven.

You would be surprised, sometimes the weirdest shit that you would never expect is what makes our ads profitable.

I mean weird bizzare tweaks, like using an exclamation point instead of period or changing an image border from yellow to blue. Details that seem so minute you could easily overlook it, unless of course, you are a specialist. Because only a specialist would know the industry ins and outs.

Nothing is free only complementary:

I’ve made this mistake time and time again and I’m here to tell you, for small business nothing is free only complementary.

Why is this?

Because it’s a matter of perspective. Free, is worthless. Typically nothing of value is ever free. So why are you positioning your brand to new clients with “free” offers?

Yes, it grabs attention. Yes, people may come redeem it.

But, will the really give a shit about what you stand for? No, they don’t give damn. Timmy just wants his free class pass & then he’s on to take advantage of the next sucker.

free & complementary present nearly the same outcome for your customer. Yet one may help your business while the other will only cause brand damage.

Like I said before, it’s a matter of perspective!

Content is the key to your success:

As much as I hate this saying. It’s absolutely true you need to live by it.  

“People don’t know what they don’t know”

I hear you, it’s obviously stupid… But, it’s imperative to humble yourself and realize that only you and your team know your business.

How are others going to find you?

Better yet, how will they understand the value that comes with an engagement?

We live in a world where people walk around with faces stuffed into a screen.

Everywhere they look it’s content. Business related or not, you are competing for the attention of your consumers.

STOP BEING BORING!

Nobody cares to see your patched together Instagram photos or shaky mobile videos. Stand out! The content you create will define your brands image in the eyes of the consumer. Cheaply made content leaves a cheap impression on your audience.

Invest in creative design, content and media distribution. It works, just look to the big kids ( Amazon, Apple, Google). Nothing but the best is released to the market.

Don’t be a skimp:

I see this everyday and it drives me bananas. Small business owners jump over dollars to pick up pennies. It’s sad. Outside of the crypto phenomen, when is the last you spent $500 to make back $50,000?

Never – exactly my point. It takes money to make money. Capital chases profits

Contrary to popular belief, online advertising isn’t magic. Actually, It’s quite the opposite. We operate through implementing audience/consumer analytics and advanced psychology, to place your business and compelling content in front of those who are likely to buy.

That being said, I can’t make something out of nothing. Starting a business is an investment, whether its time or money you’ll have to contribute something, if you want to see results.

On a daily basis small business owners, from all parts of the country come to us looking for advice.

Well, here it is:

If you’re stuck in a rut and wondering why your business is still a “small” business, it’s because you’re thinking like one!!

Think big and you will become the top dog. Not overnight and not in one month, but through consistent action and educated decision making, i guarantee you will rise up.

Thank you for reading this!

We are going to be focused on providing quality content for all of our followers and clients. DON’T BE SHY, Please don’t hesitate to get in touch and ask questions, we’re only here to help!