Social Media Marketing – Breaking down what to DO

If you are looking to launch a social media campaign, the last thing you want to hear is that a bad campaign may be worse than no campaign but once you see the potentials negatives, they’re easy(ish) to avoid. Going into a campaign it’s easy to underestimate the requirements:

  • The time it takes to post (or schedule)
  • Imagination to make your posts unique
  • Time to engage with people who leave comments
  • Choosing the right platform(s)

Having said that, the biggest plus points to starting a social media campaign:

  • it’s free
  • it’s easy to see which posts are received well
  • you can learn as you go – at least having a presence is a start

the Do’s

DO take the time to find out which days of the week and which time of day work best for your audience – using analytics will help you get those ‘likes’ instead of posting to no response.

DO engage visitors who take the time to comment on your post. Starting a dialogue will reinforce your connection and could lead to valuable feedback or a new client. This must be done in a timely manner – no checking the account weekly!

DO be unique – take your best images or slogans and brands. Post them in a way that is consistent with your business image but put a social twist on them to make them interesting and engaging within a split second. The same content that viewers search for on your site probably won’t work.

DO be colorful and quirky – boring just doesn’t get shared or remembered.

DO encourage people to share your posts and visit your feed – actively foster excitement via a contest or a ‘live’ upcoming event. Maybe they are entered into a competition if they share your post and add a comment. That’s a great way to leverage their social media network to spread the word about your great product or service.

DO stick at it – it’s worth the time because it does create leads and raises awareness of your brand. It looks professional and can be a huge asset to your company (not a burden).

DO seek professional help if you can’t take it on yourself.  (OK – it’s then no longer free but hopefully worth the investment)

DO consider paid advertising on your chosen platform is you find you are reaching leads and generating business.

DO walk before you can run. Take on one campaign at a time and learn how best to leverage it. Starting across every platform you can think of will be overwhelming.

DO ask for feedback from colleagues and friends.

DO ask those same colleagues and friends to ‘follow’ you and help share your posts.

DO have a plan and think ahead. It’s no good thinking about a Holiday campaign mid -December. Plan ahead and if you are scheduling posts weeks in advance, pay attention to special dates coming up that you want to mark in a significant manner.

DO re-post a picture or text if it is truly awesome – just not too soon.

DO connect your social media profiles to your website so that if a potential client wants to find out more, they know where to go.

DO change your social media account to a business account if it is for your business – separate your personal accounts from your corporate ones.

DO make your social media easy to reach – display your social media logos with links on your website.

 

If the world of social media marketing seems daunting or if you’re looking for a professional team to create and run a social media campaign, check out our website at trulium.com or contact us today.

Customer Testimonial Sources

We all know how important it is to showcase testimonials on a website. It’s certainly worth checking out what others have said about a business to reinforce the decision to try out their product or service. Here, we look at the sources which can be used to generate testimonials on a site, there may be an opportunity to showcase customer feedback which is currently overlooked or underutilized.

testimonial sources blog

Old fashioned ‘thank you’ notes

When you receive a ‘thank you’ by mail it’s not as easy as cutting and pasting to capture the text – or is it? Actually, this kind of customer feedback can come across as the most genuine as its unique handwriting and choice of note set it apart from the more common online text – we all rely on technology for just about everything. Take a picture of the card and share it to social media or copy the text to the website as a testimonial. It will stand out precisely because it is not ‘run of the mill’.
thank you

Feedback from colleagues

When you get great feedback from another professional who interfaces with your team or uses your product, that is just as valid and valuable. For instance, if your cake supplier is happy that you’re always flexible and easy to arrange logistics with, the implication is that your team will bring that professionalism to their interactions too.

Social media comments

If you post to social media and get a great reaction, those comments can be recorded and reused. Better still, everyone else who sees that post will also likely pick up on the positive feedback.

Emails

Similar to the ‘thank you’ notes above but perhaps more common nowadays, emails are a treasure trove of feedback – good and bad. The good ones can help build data for reviews and the feedback which is negative should be addressed as soon as possible.

Video testimonials

Don’t shy away from getting feedback which can be shown as a compilation or featured video. Especially if there is already videography at an event. An example would be a skydive which is being filmed. When back on the ground it would be easy to ask “how was your experience today with this company?” Clever editing would mean no compromise to the skydiver’s keepsake and some great footage promoting the firm.

Quotes

When a customer says something fantastic to you directly, ask if you can quote them. Hopefully, the answer will be “yes” but even if the answer is “no”, nothing ventured, nothing gained!
social media campaign blog
When the testimonials are used, it’s easy to state the source, so look around and make sure your customer feedback is being leveraged. If you are looking for creative internet marketing ideas, contact us today. We can help integrate your reviews into your online presence so that more people see them.

 

SMM – Practical Instagram Tips for a Small Business

Social Media Marketing can be an important tool for any small business and whilst money may not be a factor (for a change in a marketing campaign!) as posting is free, there are practical tips to using Instagram which really only become obvious once an account is up and running. Some are intuitive and others follow unpredictable paths as the audience grows and engagement increases.

Be Attentive

Posting is not meant to be a one-way ‘push’ of data. As a business looking to build a client base or strengthen the existing relationship with customers: monitor the posts, check for comments and then respond in a timely manner. Starting a dialog builds trust and shows that you care about your audience. This gives an opportunity to further showcase products and point potential customers towards the product which might best suit their needs.

Use an Instagram business account

Don’t cross over between personal accounts and business accounts. Keep the two separate to maintain a professional profile. In addition, it will be easier to contact you through the business account by clicking on the ‘contact’ button which appears when an account is changed from ‘personal’ to ‘business’.

instagram business account blog

Switch up the hashtags

If you are using hashtags to attract new potential customers, try new ones sometimes. Instead of throwing out all of the regular ones you use and totally reinventing the wheel, try out new #s sparingly so it takes less time to see which new tags are working for you. What are you looking for? Using a new hashtag could connect you with a new target audience and some of those people new to your content may like what they see. That will hopefully turn into new people following you so it may look like this:
instagram new followers

Remember that increasing the number of followers is only a tangible benefit if they are looking for a company like yours so keep new #s relevant and on point.

Be Inquisitive

When you get new followers and it isn’t clear how they found you, take a look at some of their posts to see what hashtags they use. Chances are you’ll find one of yours matches one of theirs. It could be relevant to one aspect of your business that you share. That is the perfect time to scope out the other hashtags they are using to see if it sparks any new ideas for you and your business.

Be Creative

There are so many filters and photo editing apps about that it can be hard to stand out in a crowd. Don’t be afraid to create an eye-catching visual that will grab a viewer’s attention.

PPC advertising blog

This example uses a color filter, a lens flare, ‘instafill’ and different types of text (a bubble and normal text).

Great pictures can be recycled over time or edited to bring a different ‘look and feel’ for instance, take a great product picture and convert it to a black and white image.

Location, location, location

If your business is looking to attract local clients or you know that potential clients are watching your location (think a popular beach resort or a newly opened restaurant), make sure to use the location when you post and perhaps even consider #placename in your post

 

Social Media Marketing is not magic, it can reach new prospects and can bolster your brand however it takes direction and purpose to steer it in the right direction. For companies looking to start (or improve) their SMM, Trulium has the experience to improve brand visibility and build awareness. For internet marketing strategies to take your business to the next level, contact us today.

 

 

SEO Competitor Analysis and Beyond

One of the components of a good SEO campaign is competitor analysis. It’s a common-sense approach to help find your own niche in any market where competition exists.

An example outside the online world may be the startup of a sandwich shop. Before opening for business, a potential location would be scouted and the nearby competitors would be identified. At the outset, if many similar establishments were found within a one-mile radius, it may seem like a deal-breaker – the marketplace is already outwardly overpopulated and it would be too difficult to make a good return. Closer inspection may turn this assumption around in many ways:

  • Nearby offices or schools bring a reliable source of hungry foot traffic
  • The very reason other establishments set up there is the high volume of passing traffic
  • Although there are many other vendors, nobody offers quite what you want to offer
  • The other products are at a higher price point

The same concept applies when setting up a website or launching a campaign to rank higher in the SERPs (Search Engine Results Pages). In an ideal world, this analysis would be done before designing your strategy, but the real world is constantly changing so even if a ‘gap in the market’ is identified, it could disappear in the time it takes to get a site up and running. For this same reason, even when a site ranks well and is attracting business, that platform can be undermined through the actions of others who encroach on your set of keywords. What follows is a constant shifting between companies in search engine results over time.

For these reasons SEO analysis is an important component in researching your competitors but should not be taken in isolation.

SEO Analysis of a competitor could include:

  • Checking ranking results
  • Checking the number and quality of links
  • Checking the targeted audience
  • Check domain authority
  • Social Media Activity
  • Social Media Engagement
  • Keyword analysis
  • Content analysis

SEO Competitor Analysis

Valuable insights, although to get the complete picture, the following should also be considered. It’s impossible to program an online search to check off all the considerations a person takes into account when choosing one supplier over another. Some of these factors could include:

  • Customer Reviews & Testimonials
  • Quality and style of promotional material
  • Website design
  • Ease of navigating the website
  • Price check of product or services
  • Small print/refund policy
  • Rewards programs offered
  • Frequency and attractiveness of sales
  • Quality and style of images
  • Awards and recognition
  • Affiliations
  • Brand recognition
  • Community involvement

This list is much broader than SEO but ‘the big picture’ is valuable and sometimes being too technical overlooks the more aesthetic appeal or the value of trust conveyed by an A+ business rating.

When looking to attract more customers online or offline, competitor analysis makes sense and should be an ongoing process. Standing still and not considering this data may work for a while, but who is looking at you as their competitor and looking to jump ahead by analyzing your strategy?

We don’t claim to be able to help with everything, but we at Trulium can certainly help with the SEO competitor analysis. If you want to benchmark yourself and build from a starting point of solid data, contact us today.

If Only My Website Had Responsive Design

It can be a dilemma.
  • You love your website
  • You are getting visitors to your site
  • It represents your brand perfectly
  • Your business is doing OK
What’s the problem? If you like everything about your site but it is not responsive in design, be prepared to make a change or pay the price in reduced traffic.
There are exceptions. If your site is visited exclusively by clients using a desktop, it may not matter. If your client base is broad and your new orders are triggered by existing customers, chances are they are only looking you up to check prices or submit a new transaction. In those cases, investment in a new site may not be worthwhile.

How do you know who accesses your site?

It’s easy within Google Analytics to see a breakdown of how clients are interacting with your website. The ‘Mobile’ overview breaks down the percentage (and actual session number) split between desktop vs mobile vs tablet. On the same screen, you can check the bounce rate – the percentage of people who clicked into the site and then didn’t explore further or clicked away. The lower the bounce rate, the better the chances that your visitor found your site engaging and interesting – good indicators when you are looking to promote your product or service.
 bounce rates1

Is the writing on the wall? (or in analytics?)

When you see a bounce rate that varies across devices then it can be an indicator that you are losing potential clients by not having a responsive site. What would that look like numerically? It may be a bounce rate of 50% from desktops and a bounce rate of 70% from mobile devices. If the sample size is large enough to make the data compelling, then chances are the experience viewers are having from mobile devices is offputting.
If in doubt, look at your site from a variety of devices and see how it appears when you use it. This is a good idea anyway so you can relate to the experience in a similar fashion to that of your customer.

Will things change?

Yes – the world of search engines and search habits are always evolving, however, the bad news in this scenario is that the swing is towards even more people searching from mobile devices so maybe it is a good time to make a change now.

Don’t want a new website design?

It’s not unusual to love your current site, after all, you probably helped design it, it serves a useful purpose, you’re familiar with it, it has evolved to be your perfect virtual storefront. Here’s the good news… there is no need to stress over a whole new website design and the costs which are typically incurred. If you like your content and don’t want changes made, the chances are it can be copied across to responsive design with minimal compromise. It might mean that some boxes appear bigger or smaller, there might be a slight shift in the overall aesthetic but a good designer will be able to lay out potential changes up front so you can decide if a switch is worthwhile.
It’s something to mull over as there are potential benefits to taking your current site over to responsive design without redesigning
  • it could be cheaper
  • it could be quicker than a redesign
  • it sets you up for the future with more and more people using mobile devices
  • there is no large investment of your time
  • website appeal will remain the same for desktop users but should improve for mobile users
If you love your site but it is not responsive, it may be time for an upgrade. You needn’t lose the features and design you like, it can be tweaked slightly to make it more friendly across all devices. If you’re looking for help with a new website or want to find out more about how a lack of responsive design may be affecting your online experience for clients, contact us today.

10 Ways to Use Your Website to Upsell

There is an art to using your website as a sales tool. Some companies are creative in the way they offer their products or services so that they can upsell seamlessly. There are many strategies employed and perhaps the best way to hone in on what might work for you is looking at the techniques that have worked for you already as a consumer. Here we explore a few options.

 

1. Make the product look like a bargain
Every shopper likes to think they are getting a great deal so if your original price appears to be slashed, this makes it look more attractive.

 

2. Make the mid-priced option the default
By making a mid-priced option the default, your buyer may not notice (or may not care) that there is actually a cheaper alternative if they looked around. An analogy with a hotel room would be making a ‘pool view’ room as standard and if the visitor clicked for a view of the car park, they may save $20 per night.

 

3.  Make the mid-priced option visually more appealing
By presenting a variety of options online, it is relatively easy to make one package stand out over the others. This could be with a different color background or border, it could be with a different size of text or it could be with a ‘ribbon’ or ‘badge’ proclaiming the most popular or best value for money.

 

4. Bulk selling
Set up your online marketing and cart to offer a discount for buying multiple items or bulk packages. If a customer is looking to buy a gift, they may be more tempted if they can get a perceived bargain. Ironically, it can be easier to sell 3 products for $30 versus 1 for $13. This same theory works in offering a discount for an annual subscription versus a monthly renewal.

 

5. Offer free shipping and handling
Customers are often frustrated when the ticket price is not the eventual cost. Additional charges (like shipping and handling or expedited shipping) being dropped can make the difference between making a sale or deciding to choose one company over another.

 

6. The name game
Offering an ‘ultimate package’ or a platinum service automatically infers a hefty price tag. By naming the tiers cleverly, it may be easier to upsell without raising apprehension. An example would be using a term like ‘premium economy’ which still carries the impression of being priced like an economy brand.
website upsell

 

7. Time sensitive pricing
Order within the next 24 hours to lock in this price … or similar! Giving the impression that it will be raised may give the impetus needed to make a sale.

 

8. Cool off period/cancellation policy
If you offer the option to edit or cancel the order within a period of time (even if that is 30 minutes), that may be all it takes to entice a consumer to click on ‘buy’.

 

9. Show the upgrades on your main image
If someone is drawn to your site because they saw your product in an ad then use that image to showcase the best you have to offer, the upgraded version which will encourage them to take the upgrades available to mimic the style that captivated them in the first place.

 

10. Offer a store credit for a future purchase
A business goal is to get return clientele and one way to promote loyalty to your brand is to offer an incentive to return. An upgraded sale which also includes a promotional voucher not only makes that sale more attractive, it encourages your customer to check back for another transaction.

 

If you are looking for a new website design to optimize your Website Upselling, Trulium has the experience to help find your niche and connect with new clients. Contact us today.

5 Reasons to use a Generic Business Email Address

If you’re at an office and still using your personal email, it may be time for a rethink. There are many reasons to switch to a generic email address and making a change is always going to be hard, so if you recognize it should be done one day, then today is as good a day as any.

Here we look at a few reasons why it’s a good idea.

  1. Staff turnover

Employees at some time move on to another job or to retirement. As a business, you don’t want to lose leads which are no longer channeling into your office, and as an individual if you are no longer working at that job, you don’t need the overhead of deleting then or forwarding them back. On the same theme, once a member of staff does leave, it would be nice to still have access to the historical record and ongoing email interactions.

 

  1. Staff Vacation

It’s good to know that you can go away on vacation without always checking the inbox. It’s just as nice to keep staff time off (sick or planned) transparent to the client. It should never be the customer’s problem if a member of staff is unavailable.

 

  1. It looks professional

With so many businesses using generic email accounts like info@mybusiness or customersupport@wherewework, it is more or less expected and a personal account looks like perhaps a temporary workaround until a better solution is found.

 

  1. It is easier to spell!

No matter how easy you think it is to spell your name, when you are reading out an email address over the telephone or you want someone to remember the contact info easily, a generic name is always going to be easier, especially if the company name is part of it – that further reinforces your brand and helps it stick in the mind of your client or colleague.

 

  1. No personal clutter and better organization

A strictly business account is easier to keep streamlined with little (or preferably no) personal communication and a tried and tested filing system within the inbox for projects or delegation. When a new member of staff ‘inherits’ the account to manage, they can take over an ‘online filing cabinet’ which has already been developed. Things can always evolve over time, but it’s great not to have to reinvent the wheel and start from scratch.

There are no real cost implications so if you’ve been wondering about making the switch, why not move forwards now? The sooner you start, the sooner the new contact info will spread. Likewise, if you’re launching new business cards or new brochures shortly, that would be a great time to launch a new contact address. You don’t have to lose the emails you’re using now, over time they will naturally phase out as  the new one propagates. Encourage staff to use the generic contact with new customers and commit to your new policy.

If you’re looking to reinvent your online identity with website design or website redesign, contact us today to start planning.

 

 

Missing vital feedback from your Social Media Campaign?

A social media campaign should not be a one way street, trying to engage viewers should always be a focus. For a business, user generated content is like gold dust. For potential clients to hear about you from a genuine customer is worth more than any material you can write for your website. That’s when it’s positive of course, but are you missing an opportunity to improve by missing vital feedback?

Social media engagement and reviews give clients an easy mechanism to post comments and ‘sound-bites’ but unless you are reviewing the material, you probably know less about the perception of your business than the potential clients checking out your site for the first time. That’s why it’s good practice to act like a client sometimes and search on “your business name reviews”, then you will see the same. If you have a bad review, you then have the chance to at least respond, so that future readers will not only see the negatives but also your comments. Maybe there were circumstances beyond your control or maybe you have changed suppliers since the issue. The bad review may remain but if someone is interested enough to look you up, they are more than likely to read the full story.

With social media, it’s important not just to ‘push’ content out and look busy, but to respond in a timely manner and engage any potential client who sees you on that platform first and wants to find out more. If you are using pinterest or instagram to promote your business, there is a reasonable chance the person liking your content or commenting has never seen your main online shop window – your website. What does ‘a timely manner’ really mean? Well, depending on your business and how competitive your field is, a delay of one hour could be all the time they need to find the next provider in line. The easiest way to manage that is to allow pop up notifications on your phone or desktop, that way you needn’t constantly check in to find nothing of interest.

The other aspect to bad reviews and negative feedback is that maybe there weren’t circumstances beyond your control, maybe you gave your best and the product or service was still badly received. These interactions give an amazing opportunity to reconnect with your customer base today and find out if your offering is now considered out of date or overpriced. By engaging those people you have the chance to re-earn their business all over again. That may sound like a lot of work, but a customer won back after a disappointment is more likely to relate how hard you worked to re-establish that contact – those testimonials are arguably even better than a full deck of 5 star reviews.

Social media campaign

If you collaborate with other businesses, do you ever ask what they think of your business, do they recommend you? If not, why not. These conversations may seem awkward at first but networking is critical to ongoing success and they may welcome hearing feedback about their own reputation, online or in the conversations around the water cooler. Some misconceptions are the result of mishearing or exaggeration, in which case it’s best to find out as soon as possible and set the record straight.

social media campaign blog

One more source for vital feedback is your own staff. Often they pick up on a new competitor, a new product or an unhappy account first. Foster an ‘open door’ policy where you welcome any and all conversations.

Lastly, when you do get great reviews and comments, remember to leverage that content on your website and in your promotions.

social media campaign blog

If you’re ready to start a social media campaign or want to reassess your online presence, contact us today,   info@trulium.com

Hot desk with harmony

The concept of using a ‘hot desk’ office system is popular in Europe and is catching on across the US. Hot desking is the sharing of office desk space between two or more employees. Most commonly when a full time position is shared by part time employees, but it could also be because of shift work, to save money or to save space. Some companies even adopt a hot desk workspace to encourage new interactions between staff, sort of a ready made networking solution to build new contacts without sending the team away on a team building exercise. If the manager is also in on the moving around, they get to see staff in a different way and can gauge the team interactions and changing dynamics. It can be stressful so we’re looking at ways to compromise and work together in hot desking harmony.

 

  1. track changes copyTrack changes if you are co-authoring the same document. When you are contributing to the same document, take advantage of the ‘track changes’ feature when word processing so that you effectively give a ‘handover’ of your progress which can be quickly reviewed as your colleague takes over. Even more important than the text that has been added, if text has been changed (deleted) it can be seen and either accepted or challenged.

It’s easy to access and to explore the options – click on review -> track changes or click in the editing box on a google doc and track changes.

  1. It takes compromise, learning to understand that you no longer take ownership of the desk as maybe you have been used to. That means cutting down on the personal photos, books for lunchtime reading and no longer leaving your snacks in the desk. It’s easy to see that the office takes on a more business like (generic) appearance which can be an attractive proposal especially if customers visit the office.
  1. hotdesk with wireless keyboard and mouseA wireless keyboard and mouse for each person minimizes setup time.
  1. Have a daily routine of cleaning down and sanitizing the desk area ready for the next person.
  1. Set up a clear hierarchy of files for those which are shared by everyone and those which are personal. (For instance on the server set up a folder structure where it is obvious who should be accessing the data held there and protect the content with passwords if applicable)
  1. The desk doesn’t necessarily give the privacy you need sometimes to deal with a personal (or personnel) matter, sometimes you need silence to focus or brainstorm, for these occasions the office should have a quiet meeting room that you are able to borrow.
  1. This works best when mobile phones are used for inter-office communication as it can be difficult to pin down employees to a particular extension if they are moving around. If part time workers are sharing a desk for the same role, the traditional extensions may still work out. When email is the preferred communication, hot-desking has few pitfalls.
  1. Little gestures go a long way – a bowl of mints or candy to share will literally sweeten the desk area :-)
  1. Passing through the area and knowing someone else will also use it automatically de-clutters the space and discourages papers being left around. Keep a clear tray of ‘work to do’ and write ‘handover’ notes where required.
  1. Security – beware the temptation of scribbling passwords on notes inside drawers or under the keyboard.

 

For more ideas on smart ways to manage your online presence, contact us today  info@trulium.com

5 Ways to Boost Business Following a Re-launch

It can be tough to re-brand or diversify. Loyal clients might be confused by changes in image or it may be you’re hoping to appeal to a new client base. Either way, it’s a stressful time for any business (no matter how big the turnover). We’re exploring 5 ways to boost business at that critical time.

Host an Event

This could be a launch (or re-launch) party, a BBQ, a meet and greet with a local celebrity, basically a way to attract people to a particular place at a specified time so you have the opportunity to pass out brochures, leaflets, samples or promotions. To maximize your chance of success, create and promote that event in your social media. Within Facebook, you can spread the word and encourage interested parties to click that they are going. This creates a buzz online and all their Facebook friends who maybe didn’t know about your event can see it and find out more if they choose. You want a catchy name or a great visual to command attention and get noticed.

Coupons

If you’re starting out with a new ice cream parlor in a cozy neighborhood, what better way to win over your first customers than by enticing them to give you a try by offering cut price (or even free) products? If you know that getting people in through your door will give you the chance to win them over and become loyal customers, it may be worth the initial outlay. If your services or products are good and delight those who try, word of mouth alone could be worth many times your original investment.

Don’t be afraid to phase out the old brand

We’ve all seen it. A new name with the tagline ‘formerly Brand X’, or ‘the new, improved Brand Y’. If you spent years cultivating a great reputation and set of customers, don’t ditch all that hard work with a re-launch. It’s fine to phase it out over time. Let your existing customers come on board and get used to the new ‘you’ before dropping the old branding altogether. Just run them alongside each other letting the old logos get smaller and the new ones get bigger in each successive ad.

Trulium blog

PPC Advertising

Pay Per Click Advertising is a great way to attract new customers at precisely the time you want to engage them. PPC advertising for most business interests is a good idea when you’re ready to boost business, finding new leads or simply catching the eye of clients who maybe had started to look around in your niche marketplace. It’s not a long-term strategy like SEO where making a change today could bring in customers months down the line, this is immediate, effective and gets proven results.PPC Advertising

Community Spirit

Be an active part of the community you hope to win customers from. If you’re a local business looking for local support, enter a float into the 4th of July parade or provide water stations with your brand promoted on the bottles. Enterprising business promotion ideas work for you and your potential client, for example if you want visibility and the local pet shelter needs a tent to shade the dogs, you show your community spirit and gain exposure. If your community is online then actively participate in forums and posts. Show yourself to be an authority in your specialty and you’ll build a strong reputation, which leads to winning new customers.

 

If you’re looking for ideas to re-brand your online presence, contact us today  info@trulium.com. We know each client is unique and will work with you on a customized plan to move onwards and upwards.