Ducks in a Row

by D.J. Barnett

I don’t have my ducks in a row, I’ve got squirrels all over the place. Can’t seem to get them together, I might have to give up the chase.

My train is not on the right track, Not into the station steaming. Seven trains, crossing paths, four tracks, Conductor, passengers screaming.

I don’t mind my P’s and my Q’s, I don’t cross my T’s, dot my I’s. Now put my nose to the grindstone, Gotta keep my eyes on the prize.

Between a rock and a hard place, Is somewhere I don’t want to be. Tidy things up, work like a dog, There’s some people counting on me.

Up a creek without a paddle, A fish trying to swim upstream. I can hear rapids approaching, It’s like I’m lost in a bad dream.

Might seem that I’m in a pickle, I must get my house in order. Pick myself up, dust myself off, To now get my act together.

So I’ll put my best foot forward, One step in front of the other. Pull a few tricks out of my hat, Do it one way or another.

D.J. Barnett lives in Hinckley with his wife, April; his son, Robert; and daughter, Skylar. He is 1975 graduate of Highland High School and recently retired from Century Cycle’s Medina location after being there for 20 years. He enjoys cycling and other outdoor activities.

Unlocking the Mysteries of LinkedIn

by Rachel Shepard

In the beginning of my career, I was intimidated by LinkedIn. My profile was incomplete, and I was afraid to interact with others. That all changed on an executive Master of Business Administration trip a decade ago.

On our way back from China, I happened to sit next to a cofounder of LinkedIn. I started to take my LinkedIn profile seriously when I arrived home!

Here are the tips and tricks of LinkedIn that I have learned along the way.

First, let us start with some LinkedIn statistics.

LinkedIn can be used to build relationships, find a job, recruit employees, attract customers, and more.

It is considered to be the number one professional network in the world, with more than 810-million members according to recent data from Microsoft, its parent company.

Did you know that 500-plus connections is the magic number for instilling trust and increasing the likelihood of making more connections?

Some LinkedIn members only want to connect with people they know, creating what is called an intimate circle or network.

Others want to grow their connections and their circle of influence. These individuals often add LION to their headline or profile summary.

LION means a LinkedIn Open Networker. It is a person who wants to expand their LinkedIn network and has a high number of connections.

LinkedIn involves expanding a member’s reach through engagement. If you like or comment on a post, your network is often notified. This means that your connections’ networks also will see your post if they like or comment on it.

A person can engage with their audience in the following ways: by creating content, endorsing and recommending others, liking and commenting on other posts, and using the messaging tool.

LinkedIn can be used to grow a business by building brand awareness, connecting with ideal clients, recruiting candidates, and building business relationships and partnerships.

When you create content, it is important to be original, engaging and creative to capture the highest level of engagement from other members as possible.

The algorithm also can be manipulated by commenting on your own post, tagging relevant connections and creating video content.

LinkedIn does not have to be a mystery. It can be used as a tool to grow your business.

BUSINESS: RISE AND SHINE Every Minute Marketing

by Bryan Lefelhoc

There is a difference between marketing and advertising. The difference is subtle but distinct.

Advertising is how the message gets out there. More often than not, advertising is paid for, is by choice, is on purpose, and is under the control of the business.

Marketing, on the other hand, is the message sent right now, whether it is intended or not.

It is the message you sent yesterday and the message you will send tomorrow. It is always on. It cannot be turned off.

Think of all of the things happening and messages being sent right now that serve to “market” your business.

Right now, whether someone is in your store, using your product, or experiencing your service, a story is being told. A brand is forming that will not easily, if ever, be changed. An expectation is being set, met or missed that will forever paint how one person or a whole tribe of people feel about your business.

Whenever someone remembers an advertisement, gets a referral, or remembers a conversation overheard at the football game, marketing is happening. You did not pay for or authorize it. But you own it.

Marketing happens when you drive to the grocery store and someone recognizes you as the owner of your business. The vehicle you drive, the clothes you wear, and the way you interact with your family or others in the store all say something about you. That can carry over to the company image.

Marketing also is your employee behavior. It is important to remember that, just like you, people notice how your employees engage with others.

Messages are being sent that will be long remembered when your employees are off the clock, as much as when they are on it, and long after they are no longer your employees.

Marketing is in the packaging you use, the curb appeal of your office, or the way your website works. It is also at play when you are not paying attention to these things.

Of course, there are many forms of marketing that can be paid for, and it makes sense to invest where it matters.

Sure, advertising has its place and can have a big impact in a business’ bottom line.

When it comes to ensuring you get the most out of every dollar spent, pay attention to what is already being done.

Rachel Shepard is the founder of LonaRock, LLC, and a Medina County resident. She specializes in helping businesses understand financials and access capital. Learn more about Shepard at https://bit.ly/3h0LFEY Shepard can be reached by email at rshepard@lonarock.com

Bryan Lefelhoc is founder and president of Bryan Media Strategies LLC, a boutique “company of one” marketing firm. Learn more about Lefelhoc and his expertise at https://bit.ly/3FqMBfl Email Lefelhoc at bryan@bryanmediastrategies.com