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  • Jun 03 / 2013
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Articles, Social Media

Make Money Using Social Media, Part III

catsandsmHappy Monday, readers! Welcome to part III of Make Money Using Social Media. Our last two posts explained why and how social media got so big, and why it’s important for you to develop a social media strategy. Here are a few ways to stay on the ball with your social media plan:






22% of Salespeople Don’t Want to Make Money








What Sales Reps Could Be Doing TODAY to Leverage Social Media



So how exactly does a salesperson get involved in an effective social media strategy? The first steps are knowing which messages to search for, who the most important people to look for are, and how to best respond to individual messages. Here’s how you (or that friend of yours in the 22%) could get started immediately with being a social seller.



Monitor Your Company and Industry Keywords


Regularly monitoring mentions of target keywords (often the same ones Marketing uses to optimize their content) and mentions of your company on social media platforms like Twitter can help to identify those leads who are looking for a service like yours. You might even find leads making direct comparisons between you and your competitors. This is the perfect opportunity to lend a helpful hand and reach out to those people who are asking sales-centric questions.



Monitor Your Leads


Even salespeople who are already on social media often find it difficult to uncover messages from those leads who matter the most. This problem can be solved by monitoring specific lists of social media messages only from your leads, in order to gain perspective on their challenges and needs from your business.



You can create manual lists of people to monitor in Twitter, allowing you to see only messages that are coming from specific people — like, say, a specific sales rep’s leads. Here at HubSpot, we use the brand new Social Inbox to do this. Social Inbox is integrated into the same contacts database a marketer uses to send emails, so we’re able to monitor specific lists, like a sales rep’s specific leads from a CRM like Salesforce. From there, sales reps can monitor everything their leads are tweeting, or filter it further to only deliver streams of messages containing mentions of your company, relevant keywords in your industry, or just about any other custom search term that you care about.



Gather Social Context


Social media can be a great place to gather valuable lead intelligence that fuels your more high-touch sales efforts, like phone calls or in-person meetings. For example, one IT consulting company, NSK Inc., uses social media to streamline their in-person networking events. They host various in-person events in the industry, and invite people to register for free to attend and learn about new technologies in cloud computing and other relevant topics. Before the event, sales reps are able to pull a list of their leads who are attending, and easily view a history of their interactions with the company, a picture of them sourced from Twitter, and a stream of only their tweets. When sales reps have this valuable information ahead of time, they can streamline their conversations to the aspects of their offerings that each person cares about, instead of showing off every feature or capability.



Engage in a Conversation


Though some behaviors have changed with the adoption of new technologies, one thing hasn’t changed: we all still like to be treated like humans. The philosophy of inbound aims to take Marketing and Sales back to square one, and put the person (in this case, a prospect or lead) back at the center of your strategy. That means engaging in helpful conversations, not in sales pitches. That means addressing the specific needs of each individual person, not blasting the same all-encompassing tweet or response. Here are a few tips for better, more personalized social engagement:


1) Answer the Prospect, Not the Competition



If a prospect sends a message out to the Twittersphere asking for experiences with your company versus your competitor, you should, obviously, do what you can to answer their question. You should not send them a message about how much your competition sucks (even if they do). Instead, you could send them a link to a case study or testimonial from an existing customer. If your email marketing client and web analytics are integrated into your social media monitoring tool, you could look into your contact’s past history with your company to better identify what their biggest challenges and interests are, and target your message toward them accordingly.



2) Develop a Personal Relationship


The real secret to social media is simple: be a person. People don’t want to do business with automated social media bots. Social media is an amazing opportunity to break down the faceless front of a company or brand and establish yourself as an actual person at the other end of the screen. This is the kind of rapport sales folks aim to achieve at the beginning of every phone call. Similarly, rapport can be established over social media, all the while having rich lead intelligence on hand to better understand and effectively address your potential customers’ pain points.



3) Don’t Be Afraid of What You Don’t Know


Maybe your leads are asking you questions you don’t have the answers to, whether they be technical or in the domain of another department. The best part about social media is that simply by answering your prospects’ calls, you’re already establishing great brand equity. If someone gives you a tough question, it’s better to tell a prospect that you’ll find them an answer and dig into it deeper with the people in your company that have the answers. Often, people can shy away from this level of uncertainty, but the openness of social media has invited a sense of transparency that, while uncomfortable at first, is preferred (and often demanded) by consumers.


Pretty low-hanging fruit, right? Feel like these are some changes you or someone you love in Sales could make today? (Hint: you totally can!) I believe in you, Sales. Become part of the 78%!




Thanks for sticking with us for this series! Hope ya’ll have a wonderful Monday. Contact us if you need a social media strategy, today!

  • May 31 / 2013
  • 0
Articles, Social Media

Make Money Using Social Media, Part II

strategyHowdy folks! Welcome to Make Money Using Social Media, Part II! This week we are featuring an article by Rosalia Cefalu, 22% of Salespeople Don’t Want to Make Money.


Our last post explained why social media value is on the upswing. Today we are going to talk about  why you should adopt a social media strategy (like that cool kid to the left adopted a strategy for getting his candy). Check it out!



Why Should Sales Adopt a Social Media Strategy?




Because your future customers are on social media!



Remember back when businesses would advertise in the Yellow Pages? Someone might look up “Law Firm,” call for a quote for their services, and the firm would answer when people called. In the digital age, it’s not so different. People “call” us in a lot of different ways — on the phone, via our website, on email, even in search engines. And when they do, we do our best to “call” them back, whether through nurturing materials, an email, or an actual phone call.



Now answer me this. If you got a “call” through social media … would you return it?



If your answer is anything other than of course, you might be in the 22%. For some time now, social media has been the voicemail box we just haven’t been checking. With growing adoption of social media, there are more and more messages being sent over social that you should be doing your darndest to pick up on. And if you’re not checking the messages, someone else will.72.6% of salespeople using social media actually outperformed their colleagues not on social media. Don’t let the salesperson outperforming you be from your competitor.



(Tip: The value of social media in the sales process extends beyond just being present where leads are communicating. It has to do with the soft skills many sales professionals have already honed in-person and on the phone. Any sales professional knows it’s extremely important to develop a sense of comfort and trust early on in a relationship. Social media can be the perfect medium for engaging in those conversations that will help you better understand your lead’s pain points, interests, and personality. In a world where we text before we call, the domain of sales conversations is expanding from the headset into the Twitter stream.)”


Stay tuned tomorrow to learn what you could be doing to increase your business! Contact us if you’d like to start a social media strategy today…don’t be the 22%!


“If you got a “call” through social media … would you return it?”Tweet This

  • May 29 / 2013
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Articles, Social Media

Make Money Using Social Media, Part I

How to Make Money - ChalkboardGreetings NSquared readers. Do you want your business to make money? That may sound like a ridiculous question, but if you are part of the 22% of salespeople that don’t use social media for your business…then the question isn’t so ridiculous. This week we will have a three part series on using social media to make money. Hubspot (one of our favorite websites here at NSquared) featured an awesome article, 22% of Salespeople Don’t Want to Make Money, by Rosalia Cefalu.


Let Part I begin!



“22% of Salespeople Don’t Want to Make Money



“Two roads diverged in the social media wood, and I, I took the one less traveled,” said 21.7% of salespeople.

In a recent survey of 511 predominantly B2B sales reps and executives published on A Sales Guy Consulting, approximately 22% of salespeople claimed they didn’t use social media to close deals, while an overwhelming78.3% said they had used social media to sell.

Are you, or someone you know, part of the 22%? If so, it could be impacting your career, your business, and your paycheck. But there’s good news — there’s still time to join the 78%! Allow me to try to make the case for you (and feel free to co-opt any of this if you’d like to make this case for a 22%-er yourself.)



Why Social Media’s Value Is on the Upswing


We live in a world where open communication and transparency are not just options, but near addictions. When it comes to social media, many people have fallen victim to digital exhibitionism. We post how we feel about our meals, our friends, the services we use, and our views on just about anything. With this kind of unfiltered, raw personal insight flowing constantly through the arteries of social media, now is the time for salespeople to keep their fingers, quite literally, on the pulse of the marketplace through social media platforms like Twitter, LinkedIn, and Facebook.

It wasn’t always like this. In the beginning of the social media era, this kind of personal data simply wasn’t around. There were less people talking, sharing, and establishing relationships over social media. It’s taken some time for the B2B market to join the social media conversation, but there’s no denying that the data overwhelmingly suggests that industries have evolved and adopted these practices. In 2013, 43% of surveyed marketers said they had found a customer through LinkedIn. Similarly, 56% of B2B marketers plan to increase their social media spend in 2013.

Now that adoption has ramped up, it’s time to respond. Not just in Marketing, but in Sales, too.”



Stay tuned to learn why the social media upswing has become such a valuable sales tool and why your business needs a social media strategy. Contact us and we’ll do just that!

  • May 24 / 2013
  • 0
Analytics, Articles

Tips for Online Marketing Analysis, Part II

funny-tip-jar2Hello there! Welcome to Part II of Tips for Online Marketing Analysis! Wednesday we gave the first  few tips of online market analysis. Keep reading for the rest!


Tips for Online Marketing Analysis





Modifying your keywords

After you have analyzed a decent amount of data, you can then begin to modify your keywords. Identify the keywords that are not converting well (those browsers are not initially searching for).

This will save you time in attempting to optimize words that are not making you money, and will augment your overall sales by identifying words that are worth your efforts.



How long are they on the site?

Online marketing is also concerned with how long a user stays on a site. If a high number of users leave your site within the first minute, then you know you must work on the look and feel of your site.

If users are staying but are not making conversions, then you know you must improve your ad copy or conversion forms.



Catalog conversions

As previously stated, online marketing employs both search engine optimization and pay per click activities. It is important to track times and region of origin of conversions more so for PPC purposes than SEO.

For instance, if you know most of your conversions take place during the work week as in the business-to-business industry, then it would be beneficial to lower the amount spent on PPC during the weekend hours.

In addition, you may see trends according to season. You could then alter your PPC or SEO practices depending on the traffic particular to that season.



Where are they coming from?

It is easy to know what pages are leading the browser to your site in regards to a pay per click campaign. It is much more difficult to determine this outcome when it comes to search engine optimization.

The search engines will place your pages in the results depending on a browsers search query; so, for SEO purposes, it is very important to know what page inspired the browser to enter the site. If they are landing on the page and leaving quickly thereafter, you know you must improve the copy and design of that particular page. In addition, if certain pages are never leading browsers to your site, then you know it is in need of some intense optimization.



Thanks for sticking with us! Hopefully you enjoyed our May series on Inbound Marketing. Contact us if this sounds like the kind of stuff your business could use (which it totally could…just saying…)

  • May 22 / 2013
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Analytics, Articles

Tips for Online Marketing Analysis, Part I

tips-graphicGreetings readers! Our last post introduced what online marketing analysis was and explained some of the basics and the tools you can use. For the rest of this week we are going to have a 2 part “tip” session. Trust us here at NSquared, you don’t want to miss these tips.




“Tips for Online Marketing Analysis



How well are you analyzing your Web site’s efforts? Analysis is important in order to gauge current efforts and to modify for future success. Read the following article for suggestions in measuring search engine optimization and pay per click campaigns.


How much work do you devote towards your Web site? Online marketing is a continuous process. It is not enough to build the site, create content, and hope for conversions; but, you must also analyze your data.



What are you doing to garner more conversions? You have to study your current conversions to incur more of them. It is necessary to analyze your site’s data. Online marketing is contingent on analysis.



The following article is structured to help you get a better sense of structuring your methods of analysis. Consider the following information.


Know what it is and what it is not

Online marketing is associated with search engine optimization and pay per click advertising. These two methods are not mutually exclusive, yet are not one in the same. It is important for an online marketer to make a distinction between the two.

Workers heading the PPC campaigns are interested in analyzing keywords, behaviors of visitors coming from affiliate sites, search engines hosting their ads, etc. Those interested in SEO attempt to leverage organic rankings. These workers are concerned primarily with content, building links, and other methods associated with achieving high, organic rankings on search engines.



Look for as much as possible

As aforementioned, a worker analyzing pay per click is interested in visitor behavior. What behaviors should you track? You need to track as many behaviors as possible. Look at the search engine, the particular campaign, the ad, keywords searched, how long visitors were on the page, if a visitor is a unique or returning browser, etc. Collecting all this information will make it much easier to make decisions later.



Make it more specific

Online marketing is interested in general and specific behaviors of browsers. It is just as important to track individual users as it is to track the general behaviors listed above.

Use cookies or other means to trail the activity of individual browsers on your site. This will be easier to do with your own site rather than an affiliate site.”


…to be continued…




Stay tuned for Tips for Online Marketing Analysis, Part II. Give us an email or holler if you’re interested in inbound marketing for your business. We’ll make it happen, seriously…




  • May 20 / 2013
  • 0
Analytics, Articles

Online Market Analysis

leo-cullum-i-love-market-analysis-fred-but-my-heart-s-with-the-world-wrestling-fed-cartoonKnow Your Stats



This week we are wrapping up our inbound marketing series. We covered everything from blogs and newsletters to social media. Now it’s time to discuss the final topic: market analysis. Blogs, newsletters, and social media are all things that can boost your business…but in order to take advantage of the best benefits possible, it’s important to tailor your strategy to what works. How do you know what works? Market Analysis…and in this case, online market analysis tools.


Analysis of Online Marketing Campaigns has a great, short snippet to get you started.




“Establishment of a Web Analytics System



The establishment of a web analytics system is the next step in the effective marketing analysis construction. We recommend using Google Analytics because it is free and easy to operate. It features great functionality to receive almost all necessary data.



The installationof this system consists of two simple steps:

  • Installation of Google Analytics code (simply adding several code lines to all pages of a site)
  • Setting of goals tracking. You need to follow your KPI here. For example, if you need to get data about the amount of new buyers and the quantity of goods in one purchase, you should set two goals: “New customer” and “Successful sale”.


Also you should define other reliable data sources (for example, Twitter, keyword research in Wordtracker, call-center software etc.). And it is better not to change ways of data gathering, because it can influence data reliability.



Some tricks that can help to organize tracking of the most common goals:



1) Calls tracking:

  • You may set up phone numbers depending on traffic sources
  • Your employee may ask users to perform certain action on a site (to press «Thanks for your call» button,  to press «CTRL+Enter») which will be defined as the purpose «Successful call»
  • A combined method (If the client names, for example, the product code during the call, a special script is executed automatically on his computer)


2) Tracking files downloads (price list, case studies, company profile …). The simplest way is adding “onclick” parameter to links with these files, which allows performing a virtual page view for Google Analytics.



3) Tracking registered users. If you want to monitor behavior of registered users you may assign users to “custom variables” in Google Analytics while registering on a site, and then segment these users depending on values of these variables.




Contact us if you want your inbound marketing tracked and optimized. Stick to what works!

  • May 17 / 2013
  • 0
Articles, Social Media

12 Tips for Social Media Success

thumbdupUse Social Media Like a Boss



Hey there folks! This week we have been covering social media, what it is, and how it can do wonders for your business.


Not only is it important to know how social media can help your business, but you need to be able to utilize it properly.



Check out this nifty article by Emily A. Hay, 12 Social Media Quick Tips for Your Business, for a fast, easy read that will keep your social media skills up to par!




“12 Social Media Quick Tips for Your Business



Facebook – Are you a page admin? While the insights reports can be confusing and the weekly page update emails can make you see red, a metric to explore is “reach.” Per Facebook, “Reach measures the number of people who received impressions of a page post.”


Twitter – stumped on what to tweet but want to be sure your business is interacting on twitter? Get some “R&R!” Retweet and be sure to reply to people’s tweets.


Pinterest – No product? No problem! Service based businesses can also leverage Pinterest with some out-of-the-box thinking. Push your creativity when naming pinboards, think about how you can tell a story visually and remember, it shouldn’t only be about your business.


YouTube – A vlog (video blog) for your small business can be as easy to create as writing a blog post. Grab your handheld video camera or iPhone and say “action!”


LinkedIn – your company page is as important as your personal profile. Update your followers with helpful information by sharing content for your business on this professional social network.


Google+ – Since this network is by…well, Google, it certainly plays a role in search engine optimization. Be sure all elements of your page are leveraged to help your search. Quick tip: the “About” page allows you to embed hyperlinks back to your company website.


Yelp – Does your business have a brick and mortar location? Have you claimed your page? Be sure to…this is the first step towards learning when reviews are posted.


Instagram – don’t think a social media campaign stops with Facebook posts and tweets. Engage your audience via fun filtered photos! PS Don’t fret if your instagram photos no longer appear in actual tweets; you must now click the instagram photo link to view (as of 12/10/12).


Email Marketing – Let’s face it, we all experience inbox overload. Limit your Mailchimp/GetResponse/Constant Contact emails and make them worthwhile!


Blog – Think of your business’ blog as a powerful platform to share your expertise. You can give away really valuable info without compromising your potential to gain paying clients…we promise!


Website – simplify and declutter! Make your site easy on the eyes and quick to navigate to the info people need.


Myspace – keep an eye out for this one…they are revamping their image!



There you have it, our social media week. Hopefully you learned a bit more about how social media can seriously help your business!


Contact us if you’d like to start using social media to the max and seeing awesome results.


  • May 15 / 2013
  • 0
Articles, Social Media

How to Use Social Media for Your Business

engagingTap Into Your Online Marketing Resources



Hello there NSquared readers! Our last post, What the Heck is Social Media?, explained the basics of social media. Today we are going to talk about how you can use social media to boost your business!


If you look up social media marketing on the internet, it’s very clear that it isn’t really just another marketing option out there…it’s a necessity. Most people are on the computer at some point in the day, and many are on social media sites throughout the day. Having an understanding of social media and how to use it for inbound marketing is an extremely valuable tool to business success.


WordStream’s article, Guide to Using Social Media for Marketing, has many great tips to get you started.




“Guide to Using Social Media for Marketing



Using social media for marketing can enable small business looking to further their reach to more customers. Your customers are interacting with brands through social media, therefore, having a strong social media presence on the web is the key to tap into their interest. If implemented correctly, marketing with social media can bring remarkable success to your business.



What Is Social Media Marketing?


Social media marketing, or SMM, is a form of internet marketing that implements various social media networks in order to achieve marketing communication and branding goals. Social media marketing primarily covers activities involving social sharing of content, videos, and images for marketing purposes.


Best Social Media Marketing Tips: Learn Marketing With Social Media


Here are some social media marketing tips to keep you on the right track across all your social media campaigns.


  • Planning – As discussed previously, building a social media marketing plan is essential. Consider keyword research and brainstorm content ideas that will interest your target audience.
  • Content is King — Consistent with other areas of online marketing, content reigns king when it comes to social media marketing. Make sure you are offering valuable information that your ideal customers will find interesting. Create a variety of content by implementing images, videos, and infographics in addition to classic text-based content.
  • Consistent Brand Image — Using social media for marketing enables your business to project your brand image across a variety of different social media platforms. While each platform has its own unique environment and voice, your business’ core identity should stay consistent.
  • Blog — Blogging is a great social media marketing tool that lets you share a wide array of information and content with readers. Your company blog can also serve as your social media marketing blog, in which you blog about your recent social media efforts, contests, and events.
  • Links — While using social media for marketing relies primarily on your business sharing its own unique, original content to gain followers, fans, and devotees, it’s also great to link to outside articles as well. If other sources provide great, valuable information you think your target audience will enjoy, don’t be shy about linking to them. Linking to outside sources improves trust and reliability, and you may even get some links in return.
  • Track Competitors — It’s always important to keep an eye on competitors—they can provide valuable data for keyword research, where to get industry-related links, and other social media marketing insight. If your competitors are using a certain social media marketing technique that seems to be working for them, do the same thing, but do it better!
  • Measure Success with Analytics —You can’t determine the success of your social media marketing strategies without tracking data. Google Analytics can be used as a great social media marketing tool that will help you measure your triumphant social media marketing techniques, as well as determine which strategies are better off abandoned.  Attach tracking tags to your social media marketing campaigns so that you can properly monitor them.”





As you can see, social media marketing is extremely useful, but it is time consuming. Contact us if you’d like to start saving time and reaping benefits!

  • May 13 / 2013
  • 0
Articles, Social Media

What the Heck is Social Media?

Social_Media_iconsSocial Media…the New Communication Method



Howdy folks! Welcome to week 3 of our May series on inbound marketing. This week we will be talking about social media, what it is, what it does, and how you can utilize it to boost your business.

So, what is social media? Chances are, if you’re reading this blog you know what it is. However, I found this awesome graphic from the New Zealand Teaching Council called What is Social Media, and I couldn’t help but share it for two reasons. 1.) New Zealand is awesome, and 2.) it’s a really nice graphic that sums up the different types of social media into categories with pretty colors (we love pretty colors here at NSquared).




“What is Social Media


Social media embraces web-based and mobile-based technologies to facilitate interactive communication between organisations, communities and individuals. The social media map provides a visual summary of some of the most common types of social media platforms, and their purposes. We’ve also identified the characteristics that are a feature of all social media platforms.



social media map

Characteristics of social media

Online platforms that enable users to:

  • create, share, adapt and reuse content engage in digital dialogue and collaboration
  • create linkages, groups and communities
  • have peer-to-peer contact
  • have social interactions with other users
  • create and maintain their own user
  • profiles and IDs

Online platforms:

  • are largely public, but walled gardens exist within some platforms
  • are accessible 24/7 from a range of devices and locations
  • generally expose users to an unknown audience

Content on a social media platform is:

  • discoverable
  • community moderated
  • persistent
  • subject to conditions of use”



There you have it. A super basic idea of what social media is. Nowadays, it’s mega important for business owners to understand social media. As much as some of us still like to talk to people rather than their profile (I am one of those people), there’s no doubting that social media has an amazing capacity for being a wonderful marketing tool. Our next post will explain how to use social media to your advantage. You don’t want to miss it!


Contact us if you’d like help using social media to boost your business!


  • May 10 / 2013
  • 0
Articles, Newsletters

How to Utilize Newsletters

The Final Step: Utilization!Basic RGB


Hello there! So, this week we covered why your business needs a newsletter, the bangin’ benefits of newsletters, and today we will talk about the final step: utilization.


We can talk all day about the perks of newsletters and how they maximize business, but if you aren’t actually utilizing newsletters, none of that can happen. Email Newsletters and How to Use Them from Growing Business is a simple and concise article explaining the utilization of our inbound marketing topic of the week. Take a peek:



“Email Newsletters and How to Use Them


Electronic newsletters provide a chance for you to communicate directly with your customers (or even internally with your staff if your business is large and has offices in a number of locations).


E-commerce sites can use newsletters to link directly to their storefronts, but they can also be used by almost all businesses to:


• keep a business at the front of customers’ minds
• let people know about new offers, launches and news
• build a relationship with the customer. For example, providing helpful or entertaining content is likely to increase brand loyalty.


Need to know


The information to include in your newsletter should be carefully chosen and be of special interest to your readership. A newsletter doesn’t need to be long – in fact the best newsletters keep the information short and to the point.

Content will depend on its purpose – a newsletter for shareholders, for example, will be very different to a newsletter for customers who have bought your product or service in the past.

People will open your newsletter based on your subject line, which should be a tantalising glimpse into the content within the email. Keep it short and relevant.


Legal issues


Your e-newsletter can only be sent out to a list of engaged consumers who have opted, where their IP address, datestamp and unique code are recorded, to receive them.  However, it is important to remember that legally you must allow your subscribers to unsubscribe easily and quickly. In each correspondence an unsubscribe function must be clearly visible.

It is also illegal to spam your subscribers with emails. The Privacy and Electronic Communications Regulations, a set of technology-neutral rules designed to protect the confidentiality of communications, launched in 2003, have had a major effect on the way firms conduct email and SMS marketing campaigns. A new version of the Regulations is due to come into force in May 2011.

Other legal issues involve data protection; you must not pass on an individual’s personal details to a third party unless they agree for you to share their details with a nominated third party which offers a service or product that may interest them.


Pros and cons


A newsletter can be an excellent way to reach a large group in one hit. It can help drum up new business, and is a valuable marketing tool.

But a poorly put together newsletter will make your business look unprofessional – at best it won’t be read and at worst it will put people off your company.


What next


In order to make the most out of your newsletter you need to do the following

• Set a time to send the newsletter. This time should be consistent – is it going to be weekly, monthly, or quarterly? The newsletter should be sent at the same time of day on the same day of the week where possible, as you want your readers to form the habit of opening and reading it.

• Set objectives: what is the purpose of the newsletter and what are you trying to achieve? These questions will help determine what content it should include.

• Create a template: many companies offer newsletter template services, either free or for a reasonable price. Keep your design simple and clean as this will make it easier for readers and won’t distract from your message.”




Contact us if you’re interested in newsletters for your business. And check with us next week when we’ll be discussing the trendiest inbound marketing tactic yet: social media. See ya next week!

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