Online marketing is changing

Out with the old: before local online marketing
Why do small businesses need to be concerned with local online marketing? Clients of mine report that what used to work well simply doesn’t anymore. One recently shared with me that he tracks his advertising spending ‘like a man possessed’ and has seen his ROI on telephone directories go from 7:1 to barely breaking even! If you’re a small business owner this probably sounds familiar.
Consumers simply aren’t using old media the way they used to. Recent statistics on local online marketing supports this. According to Atlanta based media research group The Kelsey Group:
• 70% of North American households use the Internet as an information source when shopping locally for products and services.
• 31% of all business buyers turn to a Search Engine first when looking for a locally based product or service.
• 25% of all commercial Internet searches are conducted by users looking for local merchants.
• 43% of all searches on Google include a geographical identifier.
• 86% of those people follow up with a phone call.
• 61% of people who call make a purchase off line.
For local online marketers, relevance and relationships have replaced the ‘shotgun’ approach. Customers are turning to Google and social media. Google cares about relevance; social media is all about attention. To put it another way, clients find you with Google and then stay connected with you through social media sites like Facebook. Relationships replace repetition.
Most business owners have heard that social media and local online marketing is essential. So what does that mean? A customer may find you while researching a purchase, but not yet be ready to buy. Facebook keeps them connected if you give them a reason to ‘like’ you.

National television spots are asking for Facebook ‘likes’ without giving customers any compelling reason to do so. This seems eerily familiar to the dot-com debacle of the late 1990s when too many foolish decisions were made in haste and billions of dollars were wasted before it was properly understood. Many so called ‘experts’ surfaced and preyed upon the not yet Internet savvy, draining the resources of Fortune 500 firms and small businesses alike. History has a habit of repeating itself…

Some FAQ about Cryotherapy…

As mentioned in my last post, cryotherapy is my new thing… I had some questions about it that I now have answers for. I thought I’d share… Enjoy!

Q: Who Developed Whole Body Cryotherapy Technology?
A: WBC was originally developed in Japan for the treatment of rheumatoid arthritis. It has been researched and refined in Europe over the past two decades. Sports, Health and Spa professionals have discovered then benefits of the whole body cryotherapy.

Q: How does Whole BodyCryotherapy work?
A: The client steps into the cryosauna which used gasiform nitrogen to rapidly lower the skin surface temperature to 30F to 32F. The cryosauna temperature ranges between -130C to -160C. Given the fact that the procedure is very short (1-3 minutes), the superficial layer of the skin is the only one who is cooling, the temperature of the internal organs remaining the same. The system reacts at a low temperature, sending signs to the brain, which stimulates the whole self-regulation functions of the body, adding especially on the elements which don’t function properly.

Q: How does Cryotherapy compare to an Ice Bath?
A: Whole body cryotherapy is an advances form of ice therapy but not the same. Ice baths can last up to 20 minutes, are painful and damaging to the skin. The body move blood to the extremities and results in a chilled lowering of the body.s core temperatures. In the CryoSauna, the skin is never penetrated, yet the body responds on a deeper level, and improves the skin’s overall condition. Even it is stimulates the production of collagen, redness is reduced and skin becomes more firm and even-tone. Whole body cryotherapy is much faster, less then 3 minutes, and results in better recovery which leads to better performance.

Q: Will you be able to stand the cold?
A: There is no actual freezing, only the feeling of being cold. Whole body cryotherpay is simply very cold air flowing over the surface of the skin. The air is completely dry and save.

Q: Is Nitrogen gas dangerous to human beings?
A: NO, nitrogen is a friendly, non-toxic gas. Nitrogen composes 78% of the air that we breathe. The other components are 16% Oxygen, 1% Hydrogen and 5% other gases. Nitrogen is as common and safe as Oxygen.

Q: What does the client wear in the cryosauna?
A: Dry socks with a slipper for the feet, cotton gloves for the hands and a dry undergarment. All jewelry, watches, chains, bracelets, earrings are removed. Cryotherapy is a dry cold with no moisture and tolerable even to those who consider themselves cold-intolerant.

Q: How does the client feel after a cryotherapy session?
A: Cryotherapy stimulates the body to release endorphins, the hormones that make us feel good and energetic(“the hormone of happiness”). The buoyant effects from each session typically last for six to eight hours. Many clients report improvements in their sleep quality after cryotherapy.

Q: Can the client catch a cold from cryotherapy?
A: NO. The immediate cold impact of the cryotherapy will raise the internal body temperature for a short period of time. The stimulation of the immune system can help decrease the severity and frequency of future colds.

Q: Do I have to take a shower before or after the procedure?
A: No, you don’t. The procedure is purely dry. We strongly recommend to not shower 1 hour before cryotherapy.

Q: What are the risks of whole body cryotherapy?
A: WBC is very well tolerated and has minimal risks. Fluctuations in blood pressure during the procedure by up to 10 points systolically (reverses after the procedure as peripheral circulation returns to normal), allergic reaction to extreme cold (rare), claustrophobia, anxiety, activation of some viral conditions (cold sores, etc) due to stimulation of the immune system. Protective clothing (socks, gloves , undergarments) must be dry in order to avoid frostbite.

Q: Who should not use Whole Body Cryotherapy?

A: The following conditions are contraindications for WBC: Pregnancy, severe hypertensions (BP > 180/100), hypothyroidism, acute or recent myocardial infarction (heart attack: need to be cleared for exercise), narrowing of valves, crescent-shaped aorta and mitral valve, unstable angina pectoris, arrhythmia, symptomatic cardiovascular disease, cardiac pacemaker, peripheral arterial occlusive disease, venous thrombosis, acute or recent cerebrovascular accident (stroke: must be cleared for exercise), uncontrolled seizures, Raynaud’s syndrome, fever, tumour disease, symptomatic lung disorders, bleeding disorders, severe anemia, infection, claustrophobia, cold allergy, acute kidney and urinary tract diseases, incontinence.

Q: How many treatments are needed to achieve optimal results?
A: During each session the body releases endorphins which are hormones that make you feel good and energetic. The effects from each session last at least 6-8 hours. Depending on the condition, you may initially take 6-10 treatments in close succession (separated by 1-2 days – e.g. 3x/week) to maximize your results. After that you can take fewer treatment spaced further apart to maintain and improve on your results (e.g. once every week or two weeks). Consistent use of the CryoSauna can extend the benefits for grated lengths of time. Decreases inflammation is experienced. Clients suffering from pain in general will experience relief almost immediately. CryoSauna sessions will also increase your metabolic rate, burning 500-800 calories that day. Whole body cryotherapy used on a regular basis can help your body reset it’s metabolism.

Q: Is exercise recommended after the cryotherapy session?
A: Yes, an advantage of cryotherapy over ice therapy is that tissues and muscle are not frozen. Ten minutes of light exercise post cryotherapy will induce more rapid vasodilation of the vessels and capillaries, and extend the period of analgesia.

Recently I’ve discovered cryotherapy

Cryotherapy is the use of extremely low temperatures to treat symptoms such as tissue damage (it’s excellent for athletes), decrease inflammation, increase cell rejuvenation, improve skin tone and reduce signs of aging. There are single person cryo-saunas where a person’s head is above the nitrogen and whole body chambers where people go into a tiny room that is -110ºC/-166ºF.

Users claim that the benefits include tighter pores, weight loss and a cure for jet lag. Users keep on their underwear bottoms, socks and pool slides and gloves. In the case of a whole body chamber, a mask to protect the face and a headband to cover the patient’s ears are used. The client steps into a small room that is -60ºC (-76ºF). This is to acclimatize you (somewhat) to the icy temps. After 20 seconds, you step through another door into the really cold room (where the magic happens). At -110ºC this room is insanely cold. A glass window looks out into the main waiting area where an experienced staff member is watching you, alternatively speaking words of encouragement and the remaining time until you can escape.

 

This therapy is so successful that many professional athletes are using cryotherapy for the health benefits.

Music is playing, as you are encouraged to walk around the room and dance in order to keep your blood flowing. Time spent inside the cryotherapy room is limited to three minutes because any longer you would start to freeze. Whole body cryotherapy causes inhibition of inflammation. This basically means that the cold causes the brain to send a signal to move the blood away from your extremities such as your skin and your limbs to protect your life supporting organs. This recruitment of blood causes unleashes a huge effort to transfer blood to more important areas. Once the treatment is complete and the client returns to room temperature, the blood is restored to the limbs and skin. This process washes away inflammation and injured areas with healthy oxygen rich blood. It’s this process that feels quite invigorating and healthy. Subjects have reported a significant reduction of swelling and pain especially in troubled areas of the body such as joints like shoulders, knees and elbows etc

Conor McGregor didn’t go up two weight classes

I'm a huge UFC fan. To many casual observers, that statement is synonomous with being a Conor McGregor fan. I respect Conor as an athlete. Any person who can get into a cage to fight another person, at any level, never mind in the elite MMA promotion in the World deserves respect as far as  I can tell.

Neverthless, I feel that Conor had a blocking team for him during his entire UFC run. The Jose Aldo knockout was an impressive fluke. It looked more like an emotional mistake on Aldo's part than pure fighting precision on McGregor's. Hey if LeBron James hits a shot from his own key at the buzzer, it's what he meant to do – and he's skilled, but it doesn't mean it's a high percentage shot. Conor's left cross that put Jose's lights out was what I think we could expect from almost anyone who is good enough to enter the UFC in the first place. 

Okay, so when we look beyond the Aldo fight, then what? Dana White constantly praises Conor for taking fights on short notice. Chad Mendes? Conor might have had short notice that his opponent was going to be Mendes instead of Aldo. What I don't hear anyone say is the fact that Conor still had a full training camp while Mendes had less than two weeks to train. 

Conor did plow through Seaver and Poirier, neither were ranked in the top five. 

I am also really tired hearing about how Conor "came up" two weight classes. While that may technically be what happened, it implies that he fought a monster who walks around 20 to 30 pounds more than Conor walks around at. This simply isn't the case. Conor and Nate walk around at pretty much the same weight when out of camp and guess what? They were only a single pound apart at weigh in. 

Nate just beat Conor. He outclassed him as a fighter. And now… I have a new screensaver.