Dale Pease

Joined October 2020

About

Utilizing twenty-five years in the marketing and design industry, Dale helps franchisees deliver a consistent message to their customers across the U.S. He works with owners on business development and efficiency, marketing strategies, advertising campaign development, and systems to better track ROI and customer satisfaction.
Our content manager discovered today that up to 30 pages of content she has created in our Learning Center has not been indexed by Google yet. In Search Console, it shows up as: “Discovered – currently not indexed”.

I've searched and can't find anything that fits our particular situation. This article has 7 solutions to fix this error, but none stand out as issues we have.Has anyone encountered this before? If so, how did you fix it?For...
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My company is actively reviewing resumes for our content manager position. Many applicants are out of state, and I'm concerned about how the position would integrate. So far, on paper, the best candidates are not in our area. What are some of your thoughts on the pros and cons of this position being 100% remote?For context:Part-time (20 +/- hours per week)Flexible scheduleWould have to be able to remote into our weekly marketing team...
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Dale Pease
We've hired a content manager that currently lives in Ireland (we are a U.S.-based company.) So far it has worked very well. With zoom, we are able to talk face-to-face as often as needed. She also does zoom-based interviews with our SMEs once a week. There has really been very little she hasn't been able to do remotely. It wasn't our intention to hire someone so far away, but we were blown away by her during the interview process and decided we would rather work through any difficulties rather than lose her. So far we count it as a great move. I'm happy to discuss any questions you have.
We've been working on a refresh of our website for a while, and after Brian Casey 's excellent throwdown of the site on Monday, I tweaked some things to apply his suggestions. Stephanie Baiocchi mentioned posting here when we had something to show. I would love feedback from anyone and everyone. I'm really trying to incorporate both TAYA and Storybrand into this update. Hopefully, this displays okay for you. It's basically a big jpeg...
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There are hundreds of tools out there that can give you different user behavior data, and each have a different subset of features like click mapping, scroll mapping, different survey options, and much more.
I'm a huge fan of Lucky Orange for a few reasons - the biggest being the "Top 10" feature that immediately highlights, and exports, the most interacted areas of any web page. It's been a big help in expediting user journey improvements....
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Dale Pease
Because of this recommendation, I just installed Lucky Orange. We have been using HotJar. So far, I think I like the video playback of visitors better in HotJar, but other than that Lucky Orange seems to have more features (especially in the free version.) We have made several changes to our site based on watching a ton of HotJar videos. In some cases "Killing my darlings." Meaning eliminating things I thought were cool, but seemed to be of little benefit (and even in some cases caused issues with user interaction.) I can't believe I've done web design for 20-some years without tools like this!
I'm curious, how do you keep track of your most important tasks? Do you have a software you love? (We use ClickUp here at IMPACT!)Do you stick to the paper checklist method? (I personally stick...to post-it notes, get it?)I feel like midday on Tuesdays is when I tend to stray away from focusing on my most important tasks and get sucked into little things. So I figured this is a good time to talk about staying focused and keeping those...
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Dale Pease
We use Asana. I LOVE the timeline feature.
I had this pop up in my email just now. I've never seen a company do this before in their email marketing, and it really made me stop and take notice. Maybe something useful for those who send out holiday marketing campaigns. Being decent human beings is a good practice all the time, even in our marketing.
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We need to create (basically from scratch) our Training manuals and SOPs for virtually every part of our business. What are you all using as software (prefer non-monthly fees) to build out these kinds of systems? We actually love the platform and usability of IMPACT+, especially for the training side of things. What is it built on? We do see doing a lot of video. And creating graphics, and maybe even some interactive VR (AR) type things....
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Think about this: Many of the challenges your organization faces were actually put into place to be the solutions to previous challenges.

Too often we overreact, pushing the pendulum too far in the other direction.

The examples are all around us.

Feeling siloed? It’s probably because at some point the team was bogged down with too many large meetings, so they split off into teams to be more focused.

Feel like the approval process is an...
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Dale Pease
Be in the habit of asking: “How can we be sure we’re not overcompensating?”  <-- Wise words!
Hi everyone :)Random question, but what do you call your blog?Simply calling it a blog is a bit bland and underwhelming.CheersChris
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Dale Pease
I actually noticed https://www.riverpoolsandspas.com/ has both a "Learning Hub" and "Blog". I wondered why the need?
We are “America’s Largest” concrete leveler, with locations in fifty metropolitan areas across the country. We offer a unique solution to a problem that nearly every business or homeowner will have at one time or another: sunken concrete. Daily, we have customers use the word “wow” when they see their concrete lifted back in place.

We are uniquely positioned to grow and prosper in a space that a great number of people don’t even know exists.

...
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Every organization needs great people and great leaders. Yet, nearly every company I talk to is experiencing some sort of challenge around hiring and recruiting right now.
“It’s really hard to find great people right now, Zach.”
Trust me, I feel you. Even we at IMPACT have experienced the pain of the “Great Resignation.” It’s not that great people aren’t out there, it’s just taking about 3 times as long to find them.
Fact is, though, it’s...
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Dale Pease
I'd love to hear more about #2. Do you have any examples of what this would look like for a job posting? 
We are in the process of hiring a content manager (early stages.) One thing I want to make clear is that reading books is an important part of the job. If you were to put together a list of books that would help a content manager thrive in the first year, what would they be? Maybe one book a month. So, give me your top 12.1. They Ask, You Answer (Obviously.)
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Ever since starting with They Ask, You Answer, and Impact+ I've been a little put off by the title "Content Manager". It seems to imply that the position would be managing other people. For us, we are about to try to hire a Content Manager, but I'm wondering if something like Content Marketer would be a better description since they won't be managing other people. Obviously, I want to use a title that people will understand when they see the...
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Whitespark SEO report
Kevin Church , IMPACT's Director of SEO, shared this fantastic report from Whispark detailing the main factors that drive local SEO results for your business!It also dives into the top SEO myths regarding local SEO including geo-tagging images and certain Google My Business keyword drivers.This report goes super in-depth and I encourage anyone who has showrooms or specific service areas to review it and make sure you're maximizing the...
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Dale Pease
This touched a couple of times on Business Addresses in GMB pages, versus Service Area Listings. As a user, I am much more interested in seeing a map that shows the service area of someone I want to do work for me, than an address of their office (if they are coming to me.) But, if I'm reading this right, some folks seem to think using a business address instead is more important to ranking locally. Anyone have any insight into this?

Source: https://knowledge.hubspot.com/account/set-up-a-hubspot-sandbox-accountI didn't want to bury the lead but I went to make a new sandbox for a client and was blind-sided by this (they're Enterprise-level across all Hubs).I could've sworn you used to be able to have multiple sandboxes...
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Dale Pease
I don't know anything about this (we don't use HubSpot, yet.) But, I was watching a TV show the other day with captions on, like we do all the time here, and someone used the phrase "Bury the lede" and I was a bit surprised to see it spelled that way. I looked it up, and sure enough "lede" is the correct spelling. Thought I could be helpful in just a small way here. ;-) 
We had a fantastic discussion around this topic of "staying on the path" in our Executives mastermind group this week and I want to open that discussion to the larger leadership community.Some thoughts we shared around sticking to the fundamentals:
  • It starts with the leaders of your organization to live and breathe these principles
  • The team will linger to their old ways if the habits are not regularly reinforced and recognized AND when...
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Dale Pease
Somebody brilliant (Jennifer Hoynes?) on the call yesterday said something to the effect of: "Without using a CRM to track the customer's journey through the sales process to show the return on the investment (in time/effort) the concept can't be sold to others in the organization." I think they were talking about this in relation to just getting started using Salesforce. This is a long-winded introduction to the question, how much of this tracking can be done using tools like Hubspot, vs a specific CRM (like Salesforce?) I guess I'm asking, where is the line? We have a tool our franchisees use to do their estimating, and scheduling of jobs, but it is a pretty lousy CRM. It doesn't have much in the way of tracking tools, to show the customer journey. I've been thinking at some point we may want to make the jump to Hubspot (in conjunction with our current CRM) and I thought it would be enough to get us the data we needed. But the statement yesterday got me second-guessing myself.
We all love HubSpot, but I'm interested in hearing what other platforms or tools people have used to measure the ROI of their content? Anyone out there use Parsely? Tableau? Momently? Cyfe? Anything else?

What else is out there?

Leave a comment below about your experiences!

Connor DeLaney Ramona Sukhraj Nicole Cimo-Holmon Bri Stauffer Paul D. Grant Jeremy Sutton Mark Wilson Betsy Francoeur Katie Martens Mark Baratto
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Dale Pease
We use a hodgepodge of tools to track things here. Mostly related to ROI of specific marketing campaigns. AvidTrak for tracking phone numbers. Some custom scripts on our website for tracking where leads come from (built using a CMS called ConcreteCMS.) All dumping into our CRM: GPSInsight (formerly ServiceBridge.) Then pulled from there via APIConnector to GoogleSheets. Which is then pulled into KlipFolio for graphing. Phew! Hubspot would probably help us dramatically, but at this point, it's hard to get anyone too excited about spending the money.
We are looking to hire a company to help us develop our Standard Operating Procedures and Training Manuals. We'd love to have someone who has a good grasp on how to develop these procedures (being able to ask the right questions) and can help create written content, as well as video. We don't want this to just be busy-work but have a final product that can be used by both our existing franchises and new franchises, whenever they have a...
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I just wanted to highlight an article Marcus wrote for franchises. (I may be a little late. I've been on the road preaching TAYA to our franchise owners.... oh, and hiking in the Rocky Mountains.)

The digital marketing plan to franchise your business: They Ask, You Answer
This is a great introduction to TAYA for franchises, and I'm excited to share it with the team here. Thanks Marcus Sheridan for this fabulous tool. I'm slowly but surely...
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Hey Everyone,Anyone have an email validator they like? Need to test about 1,300 emails.Thank you!
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Dale Pease
Third vote here. :-)

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