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  • February 11, 2021 2:53 PM | Graciela Urruchua (Administrator)

    A philosophy in counseling states that until a person’s pain becomes great enough, only then will a change occur. Pain does make us stop walking when our knee hurts too much. A pain in our back makes us lay down and rest. Being in a job where we are miserable makes us search for a new beginning. But are you really ready for what comes next?

    In the spirit of honesty, I’ve been there. I’ve loved 90% of my careers but I’ve had the one where I literally did not want to get out of bed. The thought of spending 9 hours in an environment that was not a good fit pushed me to make a change but only after the pain grew to where I couldn’t bear it. Let’s just say, my hubby was very supportive, and it led me to be happier than I had ever been in my life. But it was hard. It made me insecure and made me doubt my abilities. It made me question if I would ever be happy in my job.

    The gift of owning Reeder Consulting is seeing my client base become almost 50% adults, as opposed to only working with young adults. It’s almost like I have two different practices because the conversation and interactions are completely different. My young adults drink up every drop of knowledge, learning who they are and what would fulfill them. Their stresses are different.

    My adults are frustrated and craving a change. Any change. They need the change. But change is scary. I often wish I had a magic wand and could wave it with the power to immediately give answers to “what do I do next?” But for adults, the stakes are often higher. Whether it’s a divorce, a loss of a job, an illness that makes you need to change, a growing family to support or the desire to find that darn passion “everyone” talks about. The real question is “Are You REALLY Ready” to do the work?

    What is the “work?”

    1. It’s deciding to engage in the investment of career exploration.

    It’s a huge step to pick up the phone and call to learn more. I get it! I truly do. You aren’t sure if you even want to engage. You must begin to tell your story. You are trying to decide if the person on the other end of the phone “feels right” to you. Huge decisions. But once you finish your research, the first step is to learn what you will gain from engaging in the experience. What are your goals? If it’s to learn more about yourself because you’ve been out of the workforce for a while, for whatever reason, that is a great decision. Are you wanting to go back to school because you feel you’ve lost your edge? Are you bored? Whatever the reason, it’s a financial commitment so although I fully support self-discovery, I personally and professionally, want to see actions taken.

    2. Do it for yourself, not someone else.

    This sounds simple, but the pressure from our loved ones who care deeply about us, can make us reach out to get others to stop asking. If you are doing it because you feel others expect it, don’t engage. It’s not worth it. You are not in a place to do anything with the information and it can be counterproductive. If anything, it can make matters worse. Being in the right “headspace” to begin the walk to what’s next should not be taken lightly. Although, I will say…I believe blessings come from doing something you initially did not want to do. Bottom line, do it because you are ready.

    3. Don’t put the “folder of knowledge” in a drawer.

    You’ve gained 90 pages of rich information about all of your natural gifts. You ROCK! But you celebrate your uniqueness then file it away. The power of assessments and aptitude testing results are living, working, documents. They should be reviewed at least once a year. It’s amazing what you forget. Use the language to enrich your resume, cover letter, and LinkedIn profile. It’s part of gaining language about what makes you unique.

    4. Do Your Homework!

    It kills me when people work with me through this extensive experience then don’t do their homework. It literally kills me. You’ve spent 6-8 hours engaging in the intake process, testing, meeting one-on-one with me and coming back for the following sessions. You’ve gained incredible insight into careers ideal for you, then homework isn’t completed. This is THE most important part of the process. Or clients skip homework, only doing online research not talking to individuals in potential career pathways or job shadowing. I can’t overemphasize how important out of the client counseling session homework plays in being confident about your next chapter.

    5. Sometimes it’s not the right time for change.

    Burn out and life stresses are real. There are many factors that go into wanting to make a change. But sometimes, just talking with someone and working through your experiences it’s determined that the change may be in the same field but on a different “team.” Responsibilities make it challenging to make a significant change but there’s no one “right” answer. It’s why career development is such a complicated conversation and experience. Changes don’t often come quickly or easily. Sometimes the right time is a year, two, or five years down the road. It’s also why it’s a marathon, not a sprint.

    6. Trust the Expert!

    I chuckle when I’m working with an individual who wants a new career or job but likes to challenge information that is valid in industry. An example is the power of LinkedIn. For the record, adults are not the only ones who fight me on this…many young adults decide this is where they want to draw the line on their “social media.” LinkedIn is not social. It’s professional. If you are using it for anything political or social, you are misunderstanding the purpose of LinkedIn.

    Most importantly, when an individual decides to go to someone for guidance, trust in their recommendations. When I speak to groups, I tell the story about a Ph.D. level student who applied for 200 jobs with zero response. Zero! There was a reason. She wasn’t on LinkedIn. She wasn’t networking. She was from a different country where networking was not used to gain employment. And she wondered why she was so frustrated and defeated.

    7. Finally, Trust Yourself!

    Our inner voices are pretty powerful. One size approach does not fit everyone. It’s what I love so much about working with people across the US. Each one has a story that is uniquely personal to them. I heard a respected career professional state, “The clients know their stories” in determining how to fit pieces of the career exploration puzzle together. I love that because although career development individuals help give context, insight, and perspective to a conversation, YOU know your truth. Are you REALLY ready for a change? If you are, then be willing to get uncomfortable, but with someone who cares about your success.

    I know I speak for many experienced career counselors when I say we are the experts. We live and breathe this industry 24/7. We do it because we truly love the field. We’ve obtained advanced degrees in counseling because the conversations are serious. We do it because our hearts want to help people. I hope you’re really ready.

    About Dana Reeder

    Dana Reeder created Reeder Consulting in 2015 recognizing formal career counseling focused on a holistic approach was not occurring.  Now the #1 career counseling company in San Antonio specializing in aptitude testing throughout 35 states helping both young and seasoned adults find their ideal path. Dana brought Angst, a documentary on anxiety to San Antonio’s for the first with 31 different ISD’s attended and has led to continued viewings in schools.  Dana’s passion for this topic was instrumental in continuing to bring the conversation of anxiety to the forefront, especially as it relates to the stress our youth are under as they try and select paths for their future. Read more.

  • February 04, 2021 2:49 PM | Graciela Urruchua (Administrator)

    As a B2B company, you may believe most of the digital marketing techniques that are popular right now only work for B2C businesses. This simply isn’t true. Your B2B brand can leverage every single digital marketing tactic B2C companies use to see big results.

    Invest in a Quality Website

    Seventy-five percent of all consumers, including B2B buyers, admit to judging a company by its website quality. You don’t need to spend tens of thousands of dollars, but you should continually update styles and functions in order to engage potential buyers.

    One important tool many businesses lack is a mobile-optimized site. This is absolutely crucial, because:

    Unfortunately, only 42% of companies have a mobile-optimized website.

    Your site should also have modern design and a thorough—but easy to use—navigation system. Take advantage of white space so your pages don’t appear crowded or disorganized. These design elements will give a great first impression, but don’t stop there.

    Pay Attention to SEO

    With good search engine optimization, your website becomes your most important marketing tool. Sixty-eight percent of online experiences begin with a search engine. With good SEO, your site will be found.

    Keywords and relevant search phrases are the cornerstone of a good SEO strategy. Short phrases may be hard to rank with, as you’ll fight your competitors for top results. Long-tail search phrases will reach buyers who are closer to making a purchasing decision than those who are just starting their search with simple keywords—and you’re less likely to compete for them.

    Keywords are important, but they’re not the only thing you need. Google expects fresh, quality content, and will often drive those results to the top of the rankings. Fresh content could be blogs, landing pages, or updated static pages. Daily changes get the best results. At least three updates per week is advisable.

    Google also gives preference to faster sites, and so do buyers, so conduct speed tests often. In fact, even a 1 second delay in page response can result in 7% fewer conversions.

    Other boosts to SEO can come from meta data, such as titles, meta descriptions on images and video, and a keyword-rich description on each page.

    Content Marketing

    Your website content, blogs, social media posts, published articles, videos, and any other words you share—however you may share them—serve to educate your buyers so they know the exact benefits they receive from purchasing your products or services.

    More than half of all B2B consumers read at least eight pieces of content during the purchase process, and 82% view at least five pieces of content before buying. If you don’t provide the information, your potential buyer will go somewhere else.

    You need a plan.  Sixty-nine percent of B2B marketers have a documented content marketing strategy. Map out the content your buyers need, how to deliver that content, and where your buyers will read it. Your content should be created with every stage of the buyer’s journey in mind to reach buyers at every stage of the decision-making process.

    And remember, before you decide to just buy more ad space: 80% of business decision-makers prefer to read an article over viewing an ad.


    On average, B2B researchers do twelve searches before engaging on a specific brand’s site. Organic keyword searches are great, but you can also give those results a boost by showing up very first in the promoted section of the results.

    Remember, you’ll see an immediate increase in traffic, but the numbers may not match your expectations. Potential buyers will search an average of twelve times and click on your website several times before they make the decision to engage. A retargeting strategy can help you drive those buyers back to your page.

    Social Media Advertising

    PPC is a powerful tool, but it’s not your only paid advertising option. Eighty-four percent of B2B marketers use other paid distribution channels for content marketing — 65% of B2B companies have acquired a customer through LinkedIn paid ads.

    Facebook, Instagram, and Twitter may not be the best for B2B social ads, but you can definitely increase awareness. Rather than giving the hard sell with these consumer-focused outlets, consider sharing fun content to gain exposure. When decision-makers see your ad on LinkedIn, they will recognize your brand.

    With a focused digital marketing strategy, you can see incredible results for your B2B brand. If you’d like to know more, check out Your Marketing Road Map , a book specially written to help  small busines owners and executives, understand in easy, simple concepts, graphs, and charts, what marketing is, its components, and the power it has to increase customers and accelerate sales.

    About the author:

    Liz Papagni is a leading brand and marketing strategist and CEO of Marketing Initiative Worx, Inc. As a marketing expert, she has launched and propelled brands for a range of clients, from Fortune 500 companies to small emerging businesses, developing killer brand strategies and marketing plans that take her clients' businesses to the next level. Liz serves as a Fractional CMO for companies that need the marketing strategy, planning, and execution a full-time Chief Marketing Officer and marketing team brings, but at a fraction of the cost. She is also a speaker on the topics of marketing and branding, and provides regular educational articles, tips, and how-to's on her Marketing Insights blog at marketingiw.com.

Phone: (210) 260-6246


NAWBO San Antonio

PO Box 460724,

San Antonio, TX 78246

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