Entrepreneur Files with Andrew Ellenberg
Entrepreneur Files with Andrew Ellenberg
Why A Successful Yellow Pages Sales Executive Left The Business To Start Her Digital Marketing Agency
Most people who start a business keep their jobs for a steady paycheck and secretly build their companies. But not Gina Sifers. She got permission from her manager to work for herself while working for him. Everything went smoothly until he became a competitor in digital advertising. That's when he kicked Gina to the curb and her career got interesting. Follow her story through the twists and turns that will leave you guessing until the end.
Andrew Ellenberg is President & Managing Partner Of Rise Integrated, an innovative studio that creates, produces, and distributes original multimedia content across digital touchpoints. Email andrewe@riseintegrated.com or call 816-506-1257.
Entrepreneur files, inspiration inside. These are their stories. We're back in the studio with another thought-provoking episode of entrepreneur files. When business owners discover new meaning in their businesses, they feel more connected to people around them. Executive producer Andrew Ellenberg created this fast-paced 30-minute podcast to inspire business owners to create deeper perspectives into their personal and professional motivations. Join the conversation with other entrepreneurs to give you the energy you need to power through the daily grind of owning a business.
All right, we're back in the studio with Gina Sifers, the founder of Bella media services for another entrepreneurial journey. So welcome to entrepreneur files Gina. Thank you for having me, Andrew, my pleasure. So this should be a really interesting conversation. You had been a heavy hitter with the yellow pages for a number of years, right? Yes, over eight years. I was in the Yellow Page industry. And what did you do for them? I was a salesperson working for different counties on a regular basis. I pretty much lived in my car. Got it. Must have been a nice car. Oh, it was. I had to have one with a sunroof. So I wouldn't feel claustrophobic but I understand those yellow page people make a lot of money. You know, I really did make the best money ever made in my life. It was wonderful. I enjoyed the career and experience. Absolutely. So that's interesting. You were making a lot of money. You're enjoying yourself. What was the pivotal moment when you made the decision to strike out on your own? You know, really, it was a desire. I've always had this desire to be an entrepreneur. I mean, it's just ingrained in my DNA, I think. And also, the Yellow Page industry was starting to slow down considerably as everybody knows that the industry had to pivot quickly to survive. And I had truly enjoyed website development right after my college years, I started my own business and I just really wanted to get back to my true passion in life. And so it was a perfect opportunity. Once that industry started kind of heading downward. I could easily go ahead and jump ship. Got it. So it was opportunistic and also tagging into your passion tapping your passion rather. Excellent. You were doing this in? Would you say college? You were doing it? Yes. I actually started some of my first web development jobs as I was pursuing my degree in computer science. And information systems, the business emphasis, and I was a volunteer to build a site for the Red Cross for branding for them. I worked for Prudential and Snoop realtors in producing their web editing and updating their websites. And then I worked for the housing authority. Which was a great job, helping the director there with technology and some software training. So you've kind of got geek in your DNA. I do. I'm a geek all over the place. God bless you. This is your time now. Yes, Revenge of the Nerds no doubt about it. So you left and did you just go cold or did you wait to walk before you live? You know, I stayed with my full-time job for almost two years and worked part-time and really enjoyed it. My boss who was just an amazing man and my manager as well. Inspire inspired me a great deal to go out on my own, not directly but indirectly. And he allowed me to go ahead and start building websites while I was working for him for the last few years because he knew that's something I really truly love to do. And that worked out wonderful until the Yellow Page Industry had to pivot and start building websites. Then I had to stop all that wouldn't have anything to do with a competitive conflict of interest. And I totally understood his stance on that matter, but he let you do it before he made that decision. He did. He was just a wonderful person really. And he didn't see the writing on the wall at that moment. So you were there at the very beginning of web 1.0. I guess I was, yes. I kind of walked through web 1.0 And now here we are embarking. Oh, well, it's great. It's getting really interesting now. Exciting. I love the innovative technologies that have really come about in just the last few years. So how did you come up with the brand name for your business? Bella Media Services was inspired by my one and only beautiful granddaughter, Bella. Her real name is Isabella but when she was born, I said you know the perfect name for her is Isabella because I remember calling her Bella, calling her beautiful in Italian. It has to be a great name for a business because they series for my clients when they do this with me. So I've just done everything perfectly. And the butterfly that kind of drives it home. I mean, you know, we're all evolving and growing within our own realm of possibility. So that butterfly just kind of represents my granddaughter, and this growth process we all go through when we step out on our own as entrepreneurs, is interesting. So what's a typical day like, if your agency it's fast-paced, I mean, the first thing I do in the morning is wake up at 6 am, and go straight to my coffee machine first. Grab that coffee, go to my computer and start checking on emails and replying to as many emails as possible in the mornings time. And then I go straight into the Midwestern on my television, which is about at least 1015 things a day. And yes, I really enjoy the work I do. You do. It comes through when everybody says that about you. You have a reputation for being very passionate. Thank you. So I guess this is a little better than getting chased by little chihuahuas on the Yellow Page route. Yes, you wrote that story. I told you. Definitely. I'll never forget that day. I walked through that business with the salesperson and she did not really invite me in. It was an unsolicited, you know, unsolicited visit. So part of me can't blame her but at the same time, it was a little scary being chased out the door by a Chihuahua. Nobody wants their heels bit. I read that your personal motto is to treat others as you would have them treat you. Tell me more about yes from the number one best seller in the world, aka the Bible. Yes, you know, I've always felt that that was a golden rule. You know, and I want to do the best job I possibly can for all of my clients as I would have them around again for me. So that's kind of the motto. I live by. And I think it screams volumes with my clients, too. They see that in me. I know you often say that leadership is a choice. Does it take courage? What would be your advice for someone looking to take the next step in their life to become a leader? Yes. Well, you know a lot of people say your foreign leader Yes, you may be but at the same time, I think it takes some training and experience getting involved in your community. You know, one of the best places that I started to learn how to develop, to become a better leader was through my church and through nonprofit organizations. You know, become a board member, do something that you volunteer for, that you're really passionate about, and take on that those leadership opportunities. So that's, that's my best recommendation. Phenomenal. So you've been in business for how long? It's going on. 10 years now? Yes, a decade. I know a whole decade. That's a huge milestone. Maybe that's half of two decades. As rounded up, you're almost at 20 years. That's awesome. So how's it going? I mean, what would you say are the high points of your accomplishments? You know, I think building a great base of revenue and clients that stay with me for years is one of the most wonderful things that I could have imagined in my business. I always wanted to be good at retaining my clients and having a power of retention, which is one of you know, the pinnacles of success for any business. And so I think that's, that's one of the proudest parts of my business that continues to build and remain within my sphere. I read a news story do it by research and interview prep, and you're doing something really interesting with the nonprofit industry. Can you tell us more about that? You know, I love to help the nonprofit industry because it's how I started out in my life. As a young lady looking for nonprofit organizations. So I really appreciate the sacrifices that they make and the things they do to help others throughout our communities. And so you know, I will volunteer often for nonprofits, or give them drastic discounts and cuts for my services to help them you know, where they need to be on the technology side of things. So yeah, that's one of my biggest passions in life is to help the nonprofit sector sounds like it. So, you've been at this a long time, and I know you're a very intense worker, a very strong work ethic. And you're aggressive. Let's be real. Yes. I'm just curious, like, are you averaging a certain number of planes a year? How many are sticking with you? You know, have you turned around and realized, Oh, my God, I've done 800 websites or something like that? Sure. You know, I think that my clientele, clientele continues to build I have to be rather selective here as I've grown and matured. My business. So I'm rather selective about who I add to my repertoire of clients. So I would say I probably can add about 20 new clients a year at this point, but I hope to go there at a much higher level in the future. Fantastic. So you really have scaled it, and you've managed to maintain your quality and your customer experience. That's correct. That's not easy to do. Yeah. Congratulations. Thank you. That's inspiring to all the entrepreneurs listening I'm sure, yes. So the market wants to place your brand in their minds. And the more innovative you are, the harder they need to work to understand the unfamiliar idea that you're offering. So how do you define your brand's positioning in the industry? And what have you done to differentiate yourself over the years? Some of the differentiation factors would be you know, offering exemplary customer service. That's one thing I always see lagging was, you know, the customer service, I heard my clients going into the Yellow Page industry complain about the customer service of different industries more than and so I thought to myself, this is a very important factor to everyone. So I try to keep that number one in my mind. I mean, I literally respond to people on text. Very wide. Often actually, I use text a lot. I respond to people on my email. You know, I will make a visit to their office. I mean, I will do whatever it takes to meet that customer's expectation. So that's probably one of the most defining things and then just offering the expectation of what they're going to receive, you know, doing that research, researching their online profile, and being sure that what I am offering is in line with what their expectations are. So meeting those expectations, and even exceeding those expectations is really important for me, and what do you find most fulfilling about the career? You know, I think it's the freedom of Blazing your own trail. That's a big one. And then, you know, meeting those expectations and over exceeding those so often. I think those are some of the things that make you happiest. So did you write a business plan when you did this? You know, I did. It was a rough business plan. I didn't have to give it to a banker. So it was a rough business plan. But it was enough, you know, to get in my direction and have kind of playing, you know, playing board there to know what strategy I was going to take next and how I was going to bring it all together. Very strict. capsulated Yes, yeah, I can tell from your campaigns and the results that you get your first customer experience. How did you land the account? What did you learn from the experience? Yes, you know, it was Richard's collision center. There they were over into in Grandview for 10 years we have, we have bounced started our I started the Yellow Page business just about a year before he started his business and ended up serving him for several years him and his family as a family owned and operated business and they were just wonderful people. And so after I left the Yellow Page business I reached out to him and I said, I would love to still serve you because I had built his website when I was working with yellow pages. And he was just thrilled with me. I, him, and his daughter and the manager Bobby, Richard, Bobby, and Katie I'll never forget them and I started out with his website development that I added SEO, reputation management, and then we added the SEM. So it was a wonderful opportunity for me to show him everything that I can do as a new company and represent my company and he ended up in about another eight years selling his business for multi-millions by keeping all of his base for his huge, huge shop. And I mean I can only remember one time he called me and said hey, I have too many businesses pauses Google ads. You know I mean it just kept his business full all the time. And I would know he would tell me that what I was doing was working. So he stayed with me altogether for about 15 years between the Yellow Pages and my own business until he retired and this is really interesting. The way that you parlayed your first client relationship into the anchor account, sale, the agency that that is inspiring and at what point did the customer experience the value created by your service and really get excited about using it but they renew? Right? Whoa, well, every year they were doing well they appreciated it. If you know I showed them the results I always would take in my reports, bringing my computer plugged in, showing them exactly what had transpired over the years. And also I also said you know reports each month as well, but it was really the results of the program and then when the SEM kicked in. That was the last phase about four years before they sold. I think that was a very big defining moment. Again, their bays were constantly full and people were calling constantly. They love the responses. I did it for the reputation management reviews, they love that. So I just think it all came together as under you know, a different point of success for them. The Google Ads program, is phenomenal. So you really enjoy getting results for the customer. I can definitely tell. I'm driven by it. It's palpable. It also is the key to retention. It is because if it doesn't work, they're gone. Exactly. I've been in this business a long time. Yes, you know exactly what I'm talking about. And it's something you have to stay on top of as and then probably once said, I still think he's awesome that the client relationship is either an act of romance, or it's dying on the vine. Do nothing in the middle. Love that. Very true. What's your favorite quote? He knows by Zig Ziglar you help enough people get what they want. You know you'll get what you want. The end basically is what the quote is. And Zig Ziglar is one of our heroes. So I kind of live by that, you know, I want to help enough people get what they want so I can eventually get a little bit of what I want. What is your exit strategy? Is this a family business you're gonna keep it in the family you know, the exit strategy that's a great question! I'm not thinking about exits at this point. I'm still young enough. I don't have to think about it. You people do. Yeah, that's the whole reason why you started thinking about it early is the same reason you started saving for retirement early. Exactly. I'm not sure that I'll ever retire. You know, what am I gonna do? You can only travel so much. You know, so I don't really have an exit strategy. I'll probably just keep working until you know, my last day at the desk and I can no longer lift my hands to type that that's the benchmark paralyzed need something to do? Definitely cut back and volunteer more for, you know, organizations that I'm passionate about. Yeah, that I believe. Yes. Who in your life has been the busy biggest influence in shaping your career philosophy? Can they have a drink? That's fine. I'll be one-two. There's been a lot of people on my road to success that has inspired me. You know, you're one of them. I met you 10 years ago and you are kicking in the radio broadcasting field and very successful online. So I appreciate you coming back into my life. Yes. And so you know, so many people I can't even name them all, you know, start back in elementary school. You know, my second-grade teacher taught me to read in her little attic room in her house next door to me. She was so sweet. Mrs. Slusher. I'll never forget her name. Anyway, I became a very excellent reader because of that woman, and then you know, you move on to several college teachers who have inspired me, my bosses, you know, Shawn and have very inspiring my husband. You know, he's worked every single day of his life. Practically for 35 years, and even some weekends, and just very dedicated to his field that was always inspirational. I always wanted to start his own business, but he never wanted to because he wanted to be able to come home at the end of the day, and not have to keep working. Now I get what he means. So I said, you know, he gave me the app to start my business. And so I have to I owe a lot of my inspiration to him and, and then my two kids who helped me build this business. They've worked in and out of it over the many years I've been working on it. Yes, my youngest daughter, Jody still works for me. Doing some wonderful creative designs for the SMO and the no dollar yes alert SMO and SEO what are they? Yes, right smo social media optimization, and then SEO search engine optimization. So then Jade worked with me for four years my oldest daughter and just did a wonderful job. She was the leader of our sales department. Just a wonderful person in my business. How did COVID impact you? I mean, I know for a fact that I lost half my clientele. When a restaurant can't open, they're not going to advertise. I know it wouldn't make any money. There is no rebuttal to that objection, and you have to stand by people in a crisis or you're disloyal, and I couldn't agree more. Andrew, that's it. That's the test of your mettle right there like who is this person? What's their character? That's when you really find out the true colors of the person that you're working with. But I know that you got hit. How did you deal with it? How did you overcome it and where are you now? You know, I really had a few moments that I thought we weren't gonna survive it and many of my business owners as well. It was one of the most terrifying experiences of my life overall. I mean, not just from a business perspective, but from a livelihood perspective. And so, you know, I was really thankful at that point for the Zoom platform, and Google meats, started with Google beads then switched, you know, I bought before this happened, I was using Google Meets a lot, but not on the scale that I did when COVID hit us. So that really was a lifesaver. We were still able to survive because of zoom in the end. And people found it easier to use the domain. So I decided, you know, that is something important to utilize throughout the COVID searches. But yeah, I mean, I just encourage my clients to stay focused, to do their best to keep their marketing budgets as level as they could. Because that's the last thing you want to do when it's a downturn is stop advertising. Otherwise, you know, the ship may end up sinking. So, you know, most everybody stayed with you we lost some but we're fortunate to keep a big part of our clientele. And since things have improved, some of those clients have come back. So I'm really encouraged by that. That's phenomenal news for everyone listening. Congratulations, Gina ciphers. Wow, you made it It was close. Yeah, I think a lot of people share that experience. Yes. It also forced us to rethink how we do business and some of the ideas are good and should be permanent, and not going back to what we did before. So speaking of which web you had mentioned web three, and that's on everyone's fine. You have a vision for where it's going next. So you're not really out there saying to people, let me build your website per se. What are you doing? Well, you know, I'm still building websites for the brand. But you need so much more than just the website. Right? And so our building a strategic alliance has been, I think, a wonderful opportunity for us to really take advantage of web three through the video, and the podcast. I think that's where the world is going now. We need a more visual experience. So I'm really excited about this podcast that you know, the blog's that we're going to be doing. And the blogs that you're already doing. I mean, you're doing a great job, and I think people really appreciate your expertise on this level. And I'm looking forward to seeing what we can do together. So a lot of people have brochures already and the branding, as you said, I don't mean to downplay it, downplay it. But what is the next level? How do you make the site more dynamic? How do you get people to spend more time on it? How do you increase conversions now if it's not just pretty pictures and stuff, another form fill? Well, like what we're gonna be doing, you know, adding the logs to your website. As part of this podcast, you know, just making it a little bit more palpable for people that they can see, they can hear, they can interrupt, you know, even almost interactive to some level, you know, pausing the video running and get, get some lunch and be right back. Just that interactive component of being able to control your media at your fingertips. That's huge. And you know, the stories of our lives are what keeps people around. I think we need to tell our stories more. Yeah, well, your mouth to God. That's what I do is content. Yes. And journalism is content marketing. So I see web three that way too. I see. Launch enough content portals and make that an ongoing service. Yes. A steady not just hosting but updating content, getting feature stories on there, getting audio and video on there, make it a real get rich and make it a much more well-rounded experience for people. I couldn't agree more the more visuals and the more updating we do the better for SEO to and having those transcripts are wonderful because I'm just more SEO content. Why do you think short form is so important? Well, mostly because of the attention spans of people these days, especially the millennials, the millennial generation. The younger generations are used to tidbits of information. I mean, my granddaughter who's 11 She's an avid, you know, tik toker. She loves it. And those are short snippet videos, we’ll sit and watch it together. And you know, all of that is quick, you know, keep scrolling to the next thing constantly. Something new all the time. She's looking at it on a regular basis. So I think you know, the short form is probably going to be the most successful. Excellent. Well, thank you so much for coming into the studio to do entrepreneur files with us today, Gina, you're welcome. Thank you for having me, You've got me pumped. You got me all excited. So I'm gonna just bust right through that wall and put my dent in the universe today. Yes, you're doing a great job, Andrew. Thank you so much. Gina Sifers founder and CEO Bella media services. We hope your inside look into the entrepreneur file of today's industry titan left you inspired to bust through any walls between you and success. Not literally. Entrepreneur files is not responsible for any property damage caused by uncontrollable zeal. Well, our job here is done. You could be the next entrepreneur we feature on podcasts, Call 816-506-1257 or visit Riseintegrated.com To schedule a quick meet and greet with our producer. Now we're off to visit Quotability, our creator community where we share what we love and love what we share. It was designed for creatives by creatives to collaborate and grow media projects like entrepreneur files, find Quotability on LinkedIn and continue the conversation there.
