The Agents of Change Digital Marketing Podcast

Budgets sound cheap. Budget travel, budget hotel, budget wedding. Budgets also sound restricting. What's the budget? Keep to the budget! Don't go over the budget!! But budgets are really about understanding how much your clients are worth, how much it cos

Are you just going to "roll over" your current marketing plan into next year? With 2018 rapidly coming to a close, Rich Brooks of flyte new media shares his agency's changing strategies for the new year. How they plan to refocus their attention and generate more leads going forward. He reminds us that if you plan to do the same thing in 2019 that you did in 2018 – or just more of it – then you should expect disappointing results. Remember, your competition is already pivoting with the changes and you need to, too. Whether it's diving into AI with chatbots, changing the way you create blog posts and other content, or even redesigning your own website, it's time to shift your marketing plan to compete with the ever changing digital marketing industry. https://www.theagentsofchange.com/273

Worried that AI—Artificial Intelligence—is going to make your digital marketing job obsolete? Instead of looking at the future of AI in the digital marketing space as something that's eventually going to replace us with robots, think of it instead as a business partner that will enhance your job and supplement your output. Artificial Intelligence can never replace humans in areas such as empathy, sensibility, strategic capabilities, and creativity, but they can do things like sort through and analyze data quicker than the human brain can. So approach AI as a member of your team that handles some of that data for you so you have a little more time to concentrate on the parts of marketing that humans do best. https://www.theagentsofchange.com/272

Have you heard about "RankBrain"? That's the name of Google's AI technology, making user intent a critical piece in search results. RankBrain is constantly trying to improve the Google's Search Engine Results Page by attempting to understand what people are actually looking for when they search and delivering on that need. Better search results pages are better for searchers, but how can you take advantage of this shift to get in front of more of your ideal customers? In short, how can you optimize for RankBrain? Or is it impossible? If you want to understand more about how RankBrain in upending the search business and how you can stay on your feet, listen to Jeffrey Kranz, an SEO expert who focuses on RankBrain. https://www.theagentsofchange.com/271

Pinterest is an underutilized tool in your social media toolkit. A pin has a much longer shelf life than a tweet or a Facebook update. Pinterest offers search engine optimization benefits that other social media channels can't match. Listen in to Pinterest marketing expert Jennifer Priest and discover how to leverage hashtags, videos, and search in Pinterest to reach more of your ideal customers and drive traffic and sales. https://www.theagentsofchange.com/270

Facebook's ad platform gives you more control over your ad campaigns compared to any other platform out there. Whether you're a pizza shop looking for more customers, or an online retail store looking to find more people interested in your products, Facebook's audience targeting options allow you to reach the right people based on location, demographics, interests, behaviors, and more. Once you've properly installed the Facebook pixel on your website, you can go as broad or niched down as you need to get in front of your ideal audience, ensuring you can increase your reach and boost your sales. Listen to Andrew Bengel, the Ad Viking, to discover how to target the right audience to grow your business. https://www.theagentsofchange.com/269

How many times have you read a blog post by a social media expert that told you to do one thing, and then listened to a podcast by another expert on the same topic that told you to do the exact opposite? Now it makes sense that different people will have different opinions, but what does the actual data say? This is where Social Media Lab fits in. They are the Mythbusters of the social media world. They take a scientific approach and perform real tests on the types of social media questions that marketers have when it comes to what really works and what doesn't, what will give you a better reach with your audience, and what gets more conversions...and they have the actual numbers to prove it. How many hashtags is too many? Instagram Carousel or individual photo posts? Instagram Story ads or Instagram feed ads? How do your current social media marketing strategies rank up against the data? Maybe it's time to try something new. https://www.theagentsofchange.com/268

With our social feeds clogged up and algorithms working against us, how can we engage our audience? Well, there's a relatively new offering from Instagram that may provide the solution: Instagram TV (IGTV.) IGTV displays full screen, vertical videos that can be up to an hour long. Video, in and of itself, is a great opportunity to nurture the "know, like and trust" aspect of warming your audience by showing them a more personal side of your business or brand. Think of the possibilities: vlogging, behind the scenes glimpses, influencer marketing, and repurposing content used on other social channels. The possibilities are limited only by your creativity! https://www.theagentsofchange.com/267

By now it should be safe to assume most people are aware that LinkedIn has much more to offer than as just a place to park your resume. But don't think it's a free-for-all opportunity to spam the heck out of people with cold business pitches. To success at generating leads from LinkedIn, you want to gradually build a network of people that are your ideal prospects. To do this, set up a process where you build rapport, gain trust, and determine if you can help with their pain points. Then begin a gradual process of explaining how that might look to them, and constantly stay top of mind. That is the key to successfully navigating and utilizing LinkedIn for your business. https://www.theagentsofchange.com/266

Webinars are a great way to grow and empower your community. When done creatively, they can also drive different revenue streams for your business. The very interactive nature of a webinar lends itself to being a fast track to building trust, engagement, and community– the building blocks for growing your business. https://www.theagentsofchange.com/265

It can be difficult for small business to compete at Google against large corporations who have bottomless pockets and huge marketing teams. However, there are gaps—keyword gaps—that you can take advantage of to get found by your ideal customers when they search. Find out how to discover these keyword gaps, take advantage of the "long tail" of search, and ensure that no technical problem is keeping you off the front page of Google. https://www.theagentsofchange.com/264

When running ads for your business, where you target potential customers is just as important as who you target. Search engines like Google generate more direct sales because people searching there generally already know what they're looking for. Alternatively, with Facebook the key is to impress your potential customers by first getting them to know, like, and trust you. Too often businesses think if they just send ads out to everyone, then they're bound to generate some business. But the smarter way is to niche down and target only the most ideal audience for your business. That's what's going to help you both stand out and survive. https://www.theagentsofchange.com/263

You understand the importance of SEO for your business and its online visibility. But just throwing up a bunch of blog posts and articles isn't nearly enough to get the job done in today's crowded, competitive marketplace. Instead, think quality over quantity. Carefully crafting – and curating – your online content is vital to how Google perceives you and helps determine if your offerings are valuable to the people searching online. This includes adding quality links from well-respected and trustworthy sources, and being smart and calculated with your keyword research. https://www.theagentsofchange.com/262

The importance of building high quality links has never been greater. But you can't fool Google…grabbing any and all links will not boost you in the search rankings. You need to prove to Google that you've earned the spot by seeking out the ones from more authoritative and trusting sources. And when you research and contact these trusted sites, you need to take care with how you pitch them. Sending out a generic copy in a pasted email to a hundred people is only going to ensure your request hits the spam box or the trash. Instead, make sure you're creating a pitch through thoughtful outreach. Include a subject line that compels people to open your email - that shows you've done your research and that this impacts their business directly. https://www.theagentsofchange.com/261

Local SEO is an effective way for businesses to promote their products and services to local customers online at the exact time they're looking for them. By following a strategic formula that incorporates both original content and reputable curated content, as well as the often overlooked value from videos and reviews, your content will create a buzz that Google and other search engines and directories are looking for. https://www.theagentsofchange.com/260

If you've been in the business world and have a website, chances are you've been told the importance of good SEO. It's also no secret that crafting a successful SEO strategy takes a great deal of time, research and effort, and many feel it's a job best to hire out to a professional. But even if that's your game plan, it is still highly recommended that you at least know some of the basics yourself. A smart and successful SEO campaign will help you choose the most profitable keywords, understand what the search engines are looking for, be able to hone in on what your competitors are ranking for so that you can compete better with them, have a powerful link-building strategy, and of course, create compelling copy that not only educates your customers but sends them further along in your sales funnel. https://www.theagentsofchange.com/259

Search engine optimization has this reputation for being a mysterious and difficult job, though a very important one. But in reality, a savvy DIY-er can learn to do this effectively themselves if they just put in just a little bit of time to learn it and dig in. Even if you do decide to hire out for your SEO needs, every business owner should at least know how to find where their website ranks, which keywords are and aren't working for them, and what kind of content is both valuable to the search engines and effective at helping to grow their online footprint. It's all about prioritizing usability and keeping content and keywords fresh. https://www.theagentsofchange.com/257

We've all thought at one time or another, if I could just come up with a great idea, it will sell itself and I'll be rolling in money. Well, it's not quite that simple. Sure, the idea is the impetus of the plan, but the process that you use to keep it moving forward – through a sales funnel – is what will determine your success or not. Once you've got your big idea, make sure you're being intentional with the content that you're creating around it. An initial free guaranteed offer is a great way to earn trust and continued interest. And from there it's creating a continuous system that funnels your customers from one step to the next with continued opportunities for them, and continued revenue for you. https://www.theagentsofchange.com/258

Many small businesses offer their products and services to a specific geographical market. To be successful, they need to make sure they're being found quickly in search engines. That's why incorporating strategies specific to local search and SEO is an important part of creating a well-rounded and comprehensive online marketing strategy. To help increase your chances of getting found by customers, you can start by implementing local search strategies such as creating localized content for your website, claim and optimize your Google My Business page, obtain online reviews from customers, and claim and manage local listings and citations. https://www.theagentsofchange.com/256

After 21 years in business, I finally decided to take a sabbatical. If you've been wondering if you can take a sabbatical, or how to make it happen, I'll share my process in this episode! And, if you're not sure why you should take a sabbatical, I'll share with you why I'm taking mine, and maybe it will resonate with you. https://www.theagentsofchange.com/255

As a business you always want to be building loyalty and trust from your clients and prospective clients. The best way to do that is by telling stories that they can relate to personally. You should think of storytelling as tribe building. And if you put out your story, you're going to attract like-minded people for your products and services. And the clearer you are with story and the better you can tell that story, you're going to continually attract the kind of people who are going to grow your business. https://www.theagentsofchange.com/254

Businesses are always looking for ways to cut costs and improve customer engagement, and chatbots have become the newest shiny object on the block that have filled the hole as an alternative way to engage conversationally with customers. More importantly, chatbots are available to companies of all sizes, so it allows the small guys to compete with the larger, more established brands. Chatbots have been proven to increase traffic flow, build email lists, provide a more personalized customer experience, and nurture leads. These are all things that every business wants. They also allow you to get creative with offers and promotions, and they're available 24/7, unlike traditional customer service for many businesses, so you never miss out on an opportunity to engage with your audience no matter what time it is. https://www.theagentsofchange.com/253

Your prospects and customers are researching and buying online, so you need to focus your marketing to them on digital channels as well. The way to do that is to be specific in who you're trying to reach, know where they're hanging out online, prove to them that your brand is trustworthy, and be able to measure your efforts so you're only spending your time and money on the efforts that are actually working. The first step is in creating a realistic and specific digital marketing plan. You need to give them valuable content that they can actually use to make their lives easier and that will make them keep coming back to you. It's building brand awareness and loyalty. In the world of digital marketing it's quality over quantity, and slow and steady wins the race...and the customers. https://www.theagentsofchange.com/252

Many of us have these grandiose dreams of having it all, the family and the career where we're our own boss. Well it doesn't have to be a dream, you can make that a reality if you take the right approach. The key could lie first in finding your perfect community. This is where you get support, tools, resources, connections, and even collaborations. Some people try to go too hard, too fast, but slow and steady often wins the race. Find your passion, stand for something, give value to others, and defend what you've built. In no time, you'll have a community of like-minded individuals coming along for the ride with you. https://www.theagentsofchange.com/251

If you're already creating content for your own business, why would you want to seek out guest posting opportunities for other sites? Well, because guest posting is a creative and important strategy for growing your own blog readership and community. Guest posting builds relationships, it's great for search engines, it introduces you to a whole new audience, it associates you with other influencers, it helps build email lists, and the backlinks...oh, the backlinks you'll get that will make Google so very happy. But you can't just go into it willy nilly. It takes some research and time to create the perfect pitch that will have influencers interested and anxious to post your content to their sites. https://www.theagentsofchange.com/250

If you're a business owner, chances are you're already using Facebook ads as part of your marketing strategy. And the last thing you probably want to do - or have time for - is add yet another social platform to your repertoire. But don't overlook the many benefits of Pinterest and what it can do for your business. Pinterest offers an abundance of benefits for businesses, and the best part, it doesn't have to be just content that you've created. You have the opportunity to build relationships with influencers, re-pin older content of yours that did really well to keep it alive and get more new eyeballs on it, schedule pins all at once to save time, and don't forget the benefits of group boards, where you can collaborate with others. A tweet has a limited shelf life, but a pin can last forever. https://www.theagentsofchange.com/249

It's pretty common these days for businesses to use Facebook ads for business, but have you considered the power of YouTube ads? Everyone knows that video is a powerful way to capture your potential audience's attention, and even more than Facebook, people turn to YouTube to find answers to problems they're having. If you have answers to their problems, YouTube is a great place to find your target audience. Take advantage of YouTube's high traffic rate to leverage your business's expertise by creating some creative and entertaining content for your target audience. And like Facebook, YouTube also offers advertisers some easy ways to find your ideal audience as well as tracking which video ads are working well, and how you can do it affordably. https://www.theagentsofchange.com/248

Really, AI has been around as long as computers have. But over time, AI and machine learning have been able to take over certain functions in more concise, error-proof, and productive ways than humans can. We have benefitted from this in ways that encompass Netflix being able to recommend the kind of shows we like based on our viewing history, all the way to bidding on PPC ads on our behalf based on certain data it's picked up from the various platforms. https://www.theagentsofchange.com/247

Businesses are always looking to find creative ways to target their audience, and geo-fencing fits that role perfectly. By setting up a geo-fence - or a virtual boundary - it allows businesses to access mobile device user's WiFi/cell date/GPS to trigger push notifications, text messages, alerts, and even targeted advertisements, to deliver location-based marketing data. Think of the possibilities. As a business you have the ability to potentially reach customers when they enter one of your competitor's businesses and hit them with an offer they can't refuse. You can literally aim your ads to customize your audience's local needs, and this is key for not only sales but for customer retention as well. https://www.theagentsofchange.com/246

Not all entrepreneurs and business owners are also financial wizards. That's why it's vital to make sure you have a person on your team that can pick up that task and do it in a way that shares your business growth vision, understands your needs, speaks to you in a way you understand, and doesn't just throw around fancy accounting jargon. But where do you start? Do you hire an accountant, a bookkeeper, a CFO? All of these roles perform essentially the same task, but the way they do it may or may not align with the way that's right for your particular business. Knowing where you're at, where you want to be, and what you need to do to get there are all part of what makes a good business finance officer. https://www.theagentsofchange.com/245

What happens when you let a Pinterest expert take over your business account? Rich Brooks found out the answer when he let Alisa Meredith do that very thing. The result: she helped him turn his dumpster fire into a well-oiled machine. If only more businesses saw Pinterest as the search engine that it is, instead of just a social site to pin crafty ideas. Pinterest can help build brand awareness and loyalty. It has its own amazing analytics to help you in your marketing campaigns and strategies. There are incredible opportunities here for content creators. You can use hashtags! Tune into this special episode (also available on video!), and see how to create a Pinterest business page that will help you direct traffic to your webpage and convert customers. https://www.theagentsofchange.com/244

You don't have to look far to find influencers. They're the people that have established their own following through their use of tools like blogs and social media to let their followers know when something is good (or less than stellar). It's amazing what people will do when they get something above and beyond what was expected. As a business, when you treat those customers in a way that makes them feel special, they are primed to become your biggest advocates, fans and influencers. They'll give you great reviews, tweet about you, blog about you, recommend you to friends and family. It's the kind of free marketing every business wants. When you find a way to intersect with your customer's lives instead of interrupting them and treating them like they come first, you're focusing on your influencers instead of just targeting to the general masses. https://www.theagentsofchange.com/243

Improvisation on stage can be a scary, intimidating thing. Sure, you have some rough guidelines and an end goal, but you're never quite sure of the twists and turns you'll take in the middle. Well, isn't business a lot like that, too? And just like the way an improv performer can reel in an audience with good storytelling, the same is true in business. We, as business owners and marketers, can borrow from improv to help us better interact and connect with our audience by creating layered stories, not being afraid to take risks, taking the lead and encouraging followers, as well as catering content to your ideal audience. https://www.theagentsofchange.com/242

Let's say you've already heard about the benefits of Facebook groups from other business owners and now you want to try your hand at using it to promote your brand, products, and services as well. Once you decide why and how you'll use the group, it's a good idea to set up some rules and parameters for potential members to adhere to. You can even require they answer a series of questions before you determine if they're a good fit for the group. Proper vetting is important because the success and growth of your Facebook group really depends on consistent engagement in the group. https://www.theagentsofchange.com/241

Almost all of the major social media platforms have added a live streaming feature, and marketers should be considering this an excellent addition to their toolbox. Given the way online users view content, video has skyrocketed to the top, and businesses and brands should be taking advantage of this. What better way to communicate with your audience and gain their trust than by speaking directly to them. Live streaming is a perfect way to conduct interviews, go behind the scenes at an event, or even introduce and demonstrate your products. And you don't have to invest in expensive video equipment, if you have a smartphone with a camera, then you already have the minimum tools needed to get started. https://www.theagentsofchange.com/240

There's nothing quite like a live event--a conference, expo, or business networking gathering--to learn a connect with like minded people. However, too many people don't take full advantage of the opportunity. In today's episode we're going to talk about how you can get more out of any business event with a little bit of preplanning, whether you're a newbie or an old hand. Also, I'm going to be sharing some of what I picked up at Social Media Marketing World 2018 and what changes I'll be making to my own business. https://www.theagentsofchange.com/239

When you're starting out with your business you're doing it all; making phone calls, fulfilling orders, handling social media, accounting, making travel arrangements, and everything else in between. But one of the main reasons we take the leap into entrepreneurship is to have more time, not less. One way to achieve that without bringing on a full-time employee is to utilize the benefits of a virtual assistant. Think of a virtual assistant as an extra set of hands that works remotely to handle whichever tasks you assign them. Achieving success with this plan is going to depend on the work you put in on the front end with finding and training them to be an extension of yourself. https://www.theagentsofchange.com/238

A Facebook Group is a great way to create a community of like-minded individuals to create and keep a conversation going with little to no effort. The key is in setting certain ground rules and policies that will best serve that particular group for the long-term. Specificity and a shared goal amongst the members will go a long way in the success of Facebook Groups. Regardless of whether you choose to make it a closed, public, or secret group, making sure the conversation continues will determine if the group sees continued success and value. https://www.theagentsofchange.com/237

Conversion rate optimization (CRO) are the strategies and tactics that create an experience that allows you to convert visitors into customers on your website. To do this effectively you need to differentiate yourself from the rest of the pack, and you can do that with things like building brand affinity and creating offers that differ from everyone else. Making your marketing decisions based on analytics and not just what your competition is doing will also take you far in the CRO game. And most importantly, be curious and get creative. This is a good opportunity to do some A/B split testing and make sure your content and visuals are on point. If you follow these tips, you'll turn that donkey into a unicorn in no time. https://www.theagentsofchange.com/236

Facebook is changing their algorithm again. This time you'll be seeing less public content from businesses, brands, and the media, and more content that promotes meaningful interactions between people (get ready to see more pictures of your great aunt's cat showing up in your newsfeed). This means businesses are going to have to work harder than ever to get their customer's attention and be a little more creative when doing it. Businesses and brands are going to have to pay more attention to what they're posting and make sure they're creating content that invites and encourages real, meaningful conversations. Gone are the days of link dropping. It's time to explore other avenues such as Facebook Live, increasing the ad budget, and utilizing Facebook Groups. https://www.theagentsofchange.com/235

A Facebook Group is a great way to communicate and share common interests, information, and opinions around a common cause or goal. Anyone can setup and manage a Group as small or as large as you want. Facebook groups also offer many options to suit a particular Groups needs; you can make it public, private or secret, you can make admission limited or open, you can set guidelines for admission as well as for the Group members themselves. With the impending changes looming with how marketers can utilize Facebook, the Groups aspect offers another way to direct traffic to your other platforms, and even monetizing. https://www.theagentsofchange.com/234 Physical SMMW Tickets: https://www.theagentsofchange.com/smmw2018 Virtual SMMW Tickets: https://www.theagentsofchange.com/smmw2018v

Every dollar counts in today's world of digital marketing. Our businesses are utilizing so many different platforms and technologies that we have to be able to effectively deploy these in a way that is both cost effective to you, and provides an optimal user experience for those visiting your website and apps. The way to do that is with tag management tools. Essentially, these tools allow marketers to impactfully manage and marry together various applications and data in the most efficient way by providing more agility, better performance, cost savings, and better data control. https://www.theagentsofchange.com/233

There's a whole lot more to Facebook ads than just "boosting" a post. Just throwing money at Facebook isn't the answer. Your business should have an end goal, and then a strategy in place for how to reach that goal, including where within that process to use Facebook ads. Otherwise, you're just wasting money. You first need to understand how Facebook ads work, and where in your personal business funnel it makes the most sense to leverage them. You could use them to warm up your audience before sending them to your webpage or landing page, you could engage people on your email list, and you can even use Facebook ads as part of a retargeting campaign, too. https://www.theagentsofchange.com/232 Free 30 Minute Webinar on Facebook Ads: http://www.takeflyte.com/30facebookads Attend Social Media Marketing World: https://www.theagentsofchange.com/smmw2018 Attend Virtually: https://www.theagentsofchange.com/smmw2018v

Currently one of the strongest - and often untapped - digital marketing opportunities is YouTube pre-roll advertising. You know them as those 5-30 second videos that run before the video you want to watch, sometimes giving you the option to "skip it" and go straight to your video. Sure, some people can find them annoying, but if you use them in a way that is found to be interesting or helpful, you could be nurturing a future customer. Pre-roll ads are a great way to build brand awareness and drive website traffic, all for a relatively reasonable price. Plus, these types of adds have shown to provide a more immediate ROI since they focus on getting people who are ready to buy. Of course, a lot of that is in the finesse of how good you were at targeting your ideal audience. https://www.theagentsofchange.com/231

In this digital world, e-commerce is here to stay. One of the biggest platforms for this is Amazon. So have you considered selling your business's products on there? Many businesses think of Amazon as their competitor, but what you may not realize is that it's actually more of a partnership relationship. You can build brand awareness, market your web page, and even encourage reviews by selling on Amazon, all by plugging into their already massive traffic stream. https://www.theagentsofchange.com/230

The landscape of content marketing has changed. To be successful you need to give your audience what it wants, where it wants it. And video offers a great opportunity to catch consumers where they hang out. Depending on which platform you choose to use, you should know what kinds of videos to be showing them. You don't want to be using the same videos on YouTube as you would on Facebook because those platforms generally attract different audiences. For example, the Facebook audience is more of the consumer that is in "discovery mode", so shorter - and oftentimes silent - videos are what will strike gold there. Whereas on YouTube this is more of an audience that is searching and looking for longer content. Remember, videos don't just go viral on their own - and that should never be the sole goal of your video marketing campaign - but being smart with where you put your video content and remembering to cater to the audience that your platform of choice attracts, will get you far in the long term. http://www.theagentsofchange.com/229 Social Media Marketing World 2018 Learn more and attend in person: https://www.theagentsofchange.com/smmw2018 Learn more and attend virtually: https://www.theagentsofchange.com/smmw2018v

By now you know the importance of an email list for your business. But are you using those email addresses wisely and strategically, or are you just bombarding your clients - and prospective clients - with emails that will eventually cause them to remove themselves from your mailing list? One of the biggest mistakes businesses make is using their emails to actually try to sell to their audience. The key is to use the emails to direct them to other platforms that excel in selling - like your website. But avoiding a few common mistakes, you can start sending out the kinds of emails that get you more clicks, longer engagement, and make your audience want to read the next one, and the next one, and the next one. http://www.theagentsofchange.com/228

There are many challenges that a small business will face today. How you overcome, improvise or jump those hurdles will say a lot about the direction your business is headed in. Learning to prioritize, plan for long term growth, utilize the strengths of your entire team, and knowing when to hire out certain tasks, are four of the top strategies that every small business should be thinking about and implementing. When we learn to "rise above the noise", we can then be creative and unique in how we move forward. http://www.theagentsofchange.com/227

In order to create effective digital marketing campaigns, you need to have a strategy. Just posting willy-nilly on every platform without targeting - and retargeting - your audience will not lead to success and get them traveling through your sales funnel. Making sure all aspects of your digital marketing team are working together as a cohesive unit and building on each different part of the overall strategy will give you a clearer view of who you're trying to attract, where to find them, and what content of yours attracts them. Remember, it's all about the eyeballs; how many people saw it, how many people like it, and how many people are watching you. So if you're not tracking that, you're already behind in the game. https://www.theagentsofchange.com/226

In preparation of a recent presentation on building your email list, I discovered that our email funnels were a complete mess! I went in, cleaned them up, and I've noticed a surge in email signups since then. In this week's podcast I share both the tips from the presentation as well as how I cleaned up our email funnels to jumpstart our signups. Building your email list should be at the top of your priority list for 2018, and this episode will give you the tools, ideas, and directions, to make that happen. https://www.theagentsofchange.com/225