369: How All Business Owners Should Discover Their Why - with Jaime White

05/24/23 • 21 min

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Meet Jaime

Jaime is a coach's coach. She sees individuals’ God-given talents, helps them connect to their true calling and courageously step into the vision of their future self. After 20+ years of developing employees in multiple family business leadership roles, Jaime has created an innovative, holistic approach that evokes rapid, transformative growth. When Jaime isn’t hosting her podcast "The Business is You!" or leading her coaching firm Believe Crew, she loves to kayak and hang out with her husband and 6 sons.

So what's your vision? What's your why?

So when I first started coaching, I was actually in a family business in a leadership position, but it was more like a position of leadership. And yet, I didn't know anything about it. I didn't know a lot about myself, I just, you know, again, I was in the family business. And so, you know, you just help wherever you can. And eventually, you know, you start to get into positions where you know, more than someone else about that. And so, you know, maybe it's the right position, maybe it's not, but I wanted more, I wanted to be better at management at leading more, how could I be a better person. And so I started hiring a coach as well as getting trained on how to be a coach. And yet, I mean, in the family businesses that I was in, my dad was a serial entrepreneur. And so there was constantly a new business that we were starting. And so when I looked into the coaching industry, I was like, What is this? How do you start a coaching business like this just doesn't even make sense. There are no guidelines or rails, it felt like to me, and so I wanted and I could see this vision of like, how could we make coaching? How can we make it more possible for entrepreneurs to get coaching and to get it from a variety of coaches from one source? And how do we make it easier for coaches, to have a business without needing to do all the things themselves find all the people you know, all the VAs all the social media, posting, and so believe, whose vision is just this hub of coaches working together, and then ultimately, towards that bigger vision of empowering individuals to recognize, you know, their gifts and talents and be able to work in those gifts and talents. Like we're all called to something different. So we want to help, you know, create a community that can empower individuals through the power of coaching does that explain it in a short couple of sentences?

So what are some resources for business owners?

Well, I love to think about who can help, you know, who are we called to work with? And not just like, How can I do this myself? I feel like business owners when they're first starting in business, it's like, like you said, the hat closet is really deep. And sometimes we don't even permit ourselves to spend the money because we're like, well, I need to be making money first. And it's sort of a chicken in the egg concept like how do you know? Do I need this person? Or do I need a client first? And what I found is that it comes down to being true to our values, like what you value, what is so important to you that it's worth investing in because that's what your business needs. And that's what you need. And really, resources can be as simple as software, it can be as simple as a business bestie a power partner, you know, someone that you have on the calendar once a month that you connect with because they're, you know, maybe a referral partner, maybe there's someone that works with your clients. Before After you do, like resources can come in, in the form of people software. I'm just sorry, every industry has its own, like associations. You know, sometimes there are connections there. But I love to think about what can we create. That's so amazing because we've partnered with other people on our journey.

If you could go back to your 20-year-old self, what would you tell yourself to do more or less of or differently with regard to your professional career?

So at 20, I was starting or leading the beginnings of a furniture studio, which was, again, another one of my dad's ideas that I ended up being the person to lead it without any support or help. And I also was a new mom, you know, young baby newly married, so it was like all the things right around 20. And I spent so much time over the last 20 years learning, learning everything about the business, a small business Bible, you know, every book, I could check out everything I could get my hands on for all the different I just wanted to learn, I wanted to soak it up, I wanted to, you know, have the best businesses I could create. And then we ran into all these bumps along the way, you know, my parents had been entrepreneurs my entire life. And my mom died of cancer. And my dad ended up with, you know, these different things that were limiting us in business. And I couldn't figure out why we were running into these walls. And so ultimately, for the last 20 y...

Meet Jaime

So what's your vision? What's your why?

So what are some resources for business owners?

If you could go back to your 20-year-old self, what would you tell yourself to do more or less of or differently with regard to your professional career?

Previous Episode

368: Discussing The Importance of Google Analytics - with Kate Bielinski

Meet Kate

With over twenty years of experience in marketing, Kate is passionate about helping businesses cut through complexity and ‘busy work’ to create intentional growth strategies that actually make an impact on what matters most.

In addition to running her agency, Kate also teaches students the fundamentals of marketing at Husson University and Eastern Maine Community College, is an avid adventurer, and occasionally dusts off her journalism skills as a business and travel freelance contributor.

So what exactly is happening with Google Analytics, and what does that timeline look like?

So if you own a business, or do marketing, you've probably heard about the transition from Universal Analytics to GA4. It's not anything new. Google actually released GA4 Back in 2020, they told us this was going to be happening last year, and they kind of started really poking and reminding us every time you logged in, it would say, Hey, we're transitioning to GA4. And now it is officially happening in July. So as of July, you're no longer going to have access to your Universal Analytics property. And so it's very important that businesses set up their GA4 property. So where we are in the timeline now, right around March, Google started kind of doing it for people. So you may have logged in and seen that Google has created your property for you. Some accounts may not have had it created for them yet. But it's really important that everybody kind of logs in and sees where they're at because there are some critical action steps that you want to be able to take. So come July, you're not left without the data that you need to make key decisions for your business.

So what exactly does this mean, for businesses like what should a business do?

So what it means for businesses just to kind of take a step back really quick. So Universal Analytics and GA4 are essentially different data models. So while Google does give you the option to let it migrate your Analytics account into GA4, it is advised that if you're using it for anything that's not super simple, like just tracking pageviews or sessions, kind of some of the more simple metrics, it really you should go in and make sure that you're creating your data and your reports yourself. Because Universal Analytics is mostly focused on pageviews sessions, and user interactions with individual pages on your website, whereas GA4 is a little bit more focused on events. So everything in GA4 is an event. And it's important to know how to create those events so that you have the right kind of data and know what is happening with your website.

How important is google analytics as a tool and what are some pros and cons of leveraging it as a tool?

So analytics, to me, is really the hub of how you get information if you're in digital marketing, right? It's really how you get the information and know what's happening. It allows you to see how many people are coming to your website, where they're coming from, what pages they're landing on what pages they're going to next. If you're tracking something like a lead or a purchase, you can look through behavior flow and see exactly you know what path that person is taking. And through that information that you gather, you can then make decisions not only about what you do on your website and the user experience on your website, but where to invest marketing dollars in terms of you know, are you doing PPC campaigns, are you running social media is most of your sales or most of your activity coming from your email list? It really can give you perspective on where to focus, what areas to kind of try to improve, and give you a bigger picture of How all of your marketing is working by having that all kind of plugged in together.

If you could go back to your 20-year-old self, what would you tell yourself to do more or less of or differently with regard to your professional career?

So I have always been somebody who loves learning things I'm naturally curious. But I also have a little bit of shiny object syndrome, I guess you could call it. And I am constantly learning and reading. And while that is a very good characteristic to have. Sometimes I feel like in the past, I've almost information overloaded myself. And so now what I try to do is really be more strategic and focus on what it is that I'm trying to learn rather than kind of trying to get through 52 books in a year, you know, a book a week, I try to slow down and really then implement some of the things that I learned I really love. I think it's a Tony Robbins quote where he says knowledge is not power, knowledge is potential power. Action is power, right? So if I could tell my younger self, anything else that would be to learn but focus more on learning through experience, so you truly learn it and not just can pass up a pop quiz about it the next day.

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Next Episode

370: Nurturing Your Audience and Advertisers - with Andy Tarnoff

Meet Andy

Andy is the founder of On Milwaukee, he's a Milwaukee native, he lived in Providence, Washington, DC, and Baltimore before returning home in 1996. Andy launched onmilwaukee.com LLC in April 1998 as a way to channel his passion for Milwaukee, journalism, and tech into a cutting-edge media company. He's a graduate of the George Washington University and worked at the White House Office of Communications, the Dallas Morning News, Washington Barrel, and to Milwaukee PR firms before branching out on his own at age 23. And he is more passionate than ever about Milwaukee's mission statement to grow communities and businesses through engaging digital media.

What would you recommend for how a business does PR?

That's a good question. Because I've worked on both sides of the business. I've been in PR and media relations, and I've been in journalism, and I've gone back and forth. And sometimes my role continues to be on both sides of things. So I know what it's like to pitch and I know what it's like to be pitched. And what I always tell people is to make sure you have a relevant story for the outlet that you're pitching it to. If I looked at my email inbox right now, it would probably be about 700 messages today, mostly people trying to get coverage of things, and most of the time, it's not relevant. So people are spending an awful lot of time putting energy into things that don't really match who they're talking to. And it makes it more difficult for us to sort through it. Back in the day, media relations equated to news releases. And now that's, that's just one piece of it. So I would recommend that anyone working in public relations considers all the different tools that are available to get their message out and do it in a way that resonates with the journalists on the other side.

So what are some mistakes you see businesses making in getting the press's attention?

If you make it too hard on the journalist, make your job easier, right? So so let's just start with, like the basics of news release writing, like, if it's a sales pitch, if it's full of typos if it's faxed, you know, it's like, Give me something not as much as they used to. But I mean, you know, give me something that a very busy Junior writer, if they wanted to, could pretty much copy and paste, I would never tolerate that, from our journalists. But, you know, the best news release is one that is already written in APA style, if that's what the publication uses. It's not, you know, it's, it's, it's not, it's, it's not an ad, right, you know, people can pay for that this isn't native content, like, show me why it's newsworthy, and write it is such, the biggest mistake is pitching things that are relevant, and then, you know, getting annoyed, why it's not working, and being blocked, you know, blowing your shot on that. And something, when you could have something else that would work. Because it's a relationship, basically, you know, some stranger, coming to me and asking for favors. It's like, you know, this, this is hard work. And we have a lot to choose from. To understand what we are, I get a lot of pitches addressed to the wrong publication. And it's like, come on, like, that's a pretty much surefire way to, not to know like, you know, hear the wrong name, you know, who you're talking to. And then I think that being respectful of the way that reporter wants to communicate, so for me, like I don't, I don't want to do this over Facebook Messenger, or I don't want to do this over text. And that's how people pitch me all the time. And I'll say, you know, could you please send me an email, but other people will say, like, you know, fire me off a text or something. And remember that you're asking a journalist to do something. And if you make it too hard, and you don't respect the deadlines, you don't respect what they need. You're just hurting your chances of success.

If you could go back to your 20-year-old self, what would you tell yourself to do more or less of or differently with regard to your professional career?

Okay, so 23 instead of 20? Because 23 is when I started on Malachy. Well, I would have told myself, to stop being such a smartass and write better stuff. I also would have told myself to think more about monetizing and less about if you build it, they will come I would have thought about how incentivizing the people who love our content to pay for it, as opposed to people that we don't agencies, people that we don't know people in other cities who don't feel the love here. So I would have never thought about that. And I think that, oh, 23-year-old news, pretty fun. I really, I wrote some pretty cool stuff back then. And we've dipped back into the archives over the years. I feel kind of like I'm the unofficial Milwaukee historian because even though we have a few employees has been since the early days, obviously, I've been there the longest so I can't remember everything...

Social Capital - 369: How All Business Owners Should Discover Their Why - with Jaime White

Transcript

Lori Highby00:00:28.620

Hey everybody, Lori Highby here. Welcome to the social capital podcast. Our show notes are found at social capital podcast.com. To you the listener, I want you to know that I appreciate you and I'm thrilled to have you here for another amazing episode. If there's ever anything that I could do to support you, please reach out. That being said LinkedIn is the channel that I highly recommend you connect with me on just search for Lori Highby, you