Get Noticed! 3 Simple Strategies

7. Create Your Mission Compare Differentiate Connect AceInTheHoleBranding.com Compare “I’m a real estate agent,” with “I provide Millennials with the tools they need to purchase their perfect starter home.” Missions make you different from those who share a title Get your mission into the hands of your prospects!

8. Social Selling AceInTheHoleBranding.com Embrace “Social selling is the practice of using social media to interact directly with your prospects and leads by offering them valuable, thoughtful content to answer questions and meet needs until they are ready to buy” Heather Doering

9. WHY Embrace It? AceInTheHoleBranding.com • Enables you to connect with ideal prospects in the right places • Is integral across all demographics • Is a conduit for connecting and building relationships with people who WANT what you offer • Available on demand – consumers can access you 24/7/365

10. AceInTheHoleBranding.com

11. Create Your Signature Brand AceInTheHoleBranding.com

12.

13. The • Why do I need a Signature Brand? AceInTheHoleBranding.com Sets you apart from corporate branding Develops unique identity that transitions with you

14. The WHO Whom are you Targeting? Identify your top 2 – 3 ideal niche markets Clearly define their demographics, goals, needs, and challenges Solve their issues and challenges!

15. Matter? Why Does AceInTheHoleBranding.com Allows you to send clear, customized, focused messages to ideal prospects Provides information on WHERE they hang out and HOW to meet their needs Provides insight into WHICH social media platforms they frequent Can determine WHAT types of information resonates with the niche Can identify WHICH formats best fit the niche

16. The WHAT AceInTheHoleBranding.com

17. The WHERE AceInTheHoleBranding.com Where online does your niche market hang out?

18. SocialMedia Tidbits…. It’s all about THEM! AceInTheHoleBranding.com • 80/20 Rule – It’s all about THEM, not YOU!! • Generic content builds followers • Understand rules of engagement for each social media platform • Use common license images • Be consistent • Interact • Provide value NO MATTER WHAT! • AND…

19. Establish Expert Status AceInTheHoleBranding.com Be Credible Be Impactful Be Memorable

20. Expert Ideas Blogging and guest blogging Commenting and interacting with others’ posts Sharing great articles Lists Videos Webinars Workshops Speaking engagements Email Newsletters or ezines

21. TheWHEN Awareness Stage Broad content that educates Consideration Stage Answer specific questions Decision Stage You’re the SOLUTION! AceInTheHoleBranding.com When should you interface with your niche, and what should you talk about?

22. The HOW • Research the “W” questions • Create the Plan to draw in your niche • Implement the Plan AceInTheHoleBranding.com How do I create my Signature Brand?

23. Now What??? Be as happy as her! It’s all about YOU! Free Build Your Brand Consultation Schedule your session: http://ow.ly/XvuWG AceInTheHoleBranding.com

24. Heather Doering Ace in the Hole Branding Heather@AceInTheHoleBranding.com Ignite your business, and Kick Ace! AceInTheHoleBranding.com

Editor's Notes

Welcome to the webinar! Since you’ve joined us today, I’m guessing you’re ready to do things differently in 2016! WHO are you, and WHO comprises your niche audience? Once we understand the WHO, we can implement 3 key strategies that help you stand out from the crowd. Housekeeping – questions at the end Today’s objective is to discover how to differentiate yourself from the competition and then use that advantage to clearly communicate your Signature Brand to your target market, enabling you to connect and build relationship with your ideal prospects and convert them to life-long clients. That’s a pretty loaded statement! We’re going to break it down into 3 easy-to-implement strategies that move you from one of millions to THE 1 in a million. With that, let’s jump in! (Next Slide)
Most entrepreneurs know just enough to scratch the surface of marketing their business but not enough to utilize the incredible tools at our fingertips or to maximize reach and effectiveness.. They often throw spaghetti at the wall, hoping something sticks. Today’s class is designed to uncover who you are and to introduce 3 concepts that will set you apart from the competition. They'll provide a launch pad to catapult you into the business model consumers demand. We’ll touch on the following; Be a mission, not a title Embrace Social Selling Create Your Signature Brand By the end of this webinar, you’ll have the pieces to put together a plan that will transform your business (Next Slide)
Why do we need to do things differently than we ever have before? We don’t need to change for change’s sake; we need to change to meet the expectations of the consumer. Technology has transformed the way consumers make purchasing decisions. The first thing most of do when wanting to learn ANYTHING is to Google it. WE then go through a process, called the Buyer’s Journey, which we’ll discuss in a bit. Gone are the days of relying on a shingle and the Yellow Pages to generate the bulk of business. The “way we’ve always done things” doesn’t yield the same results it used to. We live in a truly global marketplace. We can purchase just about anything from anywhere in the world at the click of a mouse. How, then, can a small business owner compete with the big dogs? It’s easier than you might think! You MUST differentiate yourself from the myriad of those who share your title. Consumers sort through reams of information on a regular basis (have you bought toothpaste lately??). Our objective needs to be developing a system that continually puts you in front of those ideal prospects, building relationship and trust. If you fail to stand out, you’re one of the millions So what’s first? (CLICK TO PULL IN ANIMATION
What’s your title? When people ask what you do, what’s your response? “I’m with______” or I’m a real estate agent…or I sell insurance…. When we identify ourselves as a title shared by our competition, we’re judged, so to speak. You’re no longer you. You’re just another face in the crowd. Nothing sets you apart or makes you memorable. There’s a psychology at play – we’re one of many who do what we do. Think about it – how many real estate agents do you know? How about financial advisors? Teachers? From the consumer’s perspective, the title puts us into a big giant bucket with everyone else. We’re one of millions. We’d like to think our winning personalities will be enough to make people remember us forever, but the truth is, we’re just like everyone else, But wait, you say. I have an incredible unique selling proposition! I have great customer service; I’m an expert in what I do; People like me! Guess what? Your competition says the same thing. So, how do you set yourself apart?..... (next slide)
Turn Your Title (Click to pull in MISSION) into a Mission… This sets you apart – no longer are you immediately classified by your title; rather, you serve a purpose, making you memorable and unique How do you find your mission? 3 simple steps 1. Identify Your target – who is your ideal client? Be specific about who they are and what matters to them; age, gender, geography, hobbies, family status, interests, income, etc; this requires research!!! You want to really understand WHO they are so you can meet them where they’re at. Once you know WHO they are, you can…. 2. Identify their values and objectives – What reason(s) do they have for using or needing your products/services? Goals, objections, challenges, issues. Once you understand this piece, you can then share amazing content to address those issues, ultimately enabling you to… Solve their challenges – By supporting the prospect through the decision making process and presenting yourself as the logical solution, you’ve built a mutually beneficial relationship. Once you’ve completed these steps, you can THEN……. (next slide)
Now Create your mission Compare “I’m a hairdresser” to “My mission is to help women look as beautiful outside as they are inside.” Which is more memorable? Which causes you to stop and think – Wow! How does she do that?? I want to be as beautiful outside as I am inside!!! Think for a minute – how can YOU turn your title into a mission? When asked what you “DO”, start with “My mission is to….” Differentiates you from the masses It makes you memorable It takes you out of the bucket and puts you on a pedestal Being a mission makes an emotional connection, is impactful Is personal Once you’ve created your mission, it’s time to get it into the hands of those prospects! Our 2nd strategy to stand out from the crowd is….(Click Slide)
. #2 Embrace Social Selling Before we can embrace it, we need to know what it is!! Social selling is one of the hottest buzz phrases out there. It’s part of the business landscape, whether we like it or not. What, exactly is it? I’ve defined it this way: “Social selling is the practice of using social media to interact directly with your prospects and leads by offering them valuable, thoughtful content to answer questions and meet needs until they are ready to buy” In other words, it’s creating and sharing great digital content that successfully carries them through their buyer’s journey. (Click Slide)
Why embrace social selling? Simply put, it builds relationship with your prospects and sets you apart from the masses. Social media is an integral part of life and an essential conduit for connecting to and building relationship with people who want what you offer. No more casting a wide net and hoping for a few minnows! Social selling enables us to truly target our ideal niche audiences by focusing on the problems and challenges they face. Old school teaches us to communicate one broad message, and do so on our terms, whether the consumer wants the information or not. That message may or may not hit on the right audience, and more than likely, it will get lost in the noise. Social selling allows us to communicate the right messages to the right people in the right places at the right time, at the click of a button. Social media is global and available 24/7/365 Its role in consumer behavior (and our response to it) will continue to strengthen as technology increasingly impacts our lives. Ok. We understand why to embrace social selling. WIIFY? (Next Slide)
Social Selling….CLICK FOR ANIMATION What’s In It For YOU?: Builds relationships with prospects and leads (remember – we do business with those we know, like and trust) Keeps you front of mind – you’re regularly interfacing with prospects and leads as they work through the buyer’s journey Builds credibility and establishes you as an expert in your field – you’re providing great, valuable content that meets the challenges and goals of your target Connects you to the prospect where they spend time – the RIGHT platforms for your target audience Provides a medium through which you can answer questions and lead prospects through the buyer’s journey, one step at a time It’s inexpensive – often free – compared to many traditional forms of marketing, this one is pennies on the dollar. Even when you choose to boost a post or place an ad via social media, the cost of marketing through social media is significantly less than old-school methods. You can boost a FB post for $20 and reach thousands of specifically targeted people . Compare that to placing an ad in the local paper – hundreds of dollars – that may not even reach your niche. Gives you the opportunity to hone in on a variety of “ideal” clients by tailoring content to meet specific needs
3. Create your Signature Brand CLICK FOR ANIMATION - HUH??? What is yrou signature brand? It’s the assemblage of the heart and soul of your business – everything comprises your signature brand: your message, your mission, the essence of who you are rather than what you do. It’s what makes you stand out from the masses. It’s your plan to clearly identify, connect, and build relationship with your IDEAL prospects, meeting their needs and challenges on their time-table, and then convert them to happy, life-long clients. It’s your roadmap to growth in today’s market of savvy shoppers. (Next Slide)
Your signature brand is made up of 6 distinct pieces – Those question words we all learned in middle school - the Why, the Who, the What, the Where, the When, and the How. Your signature brand is the encapsulation of why someone looking for your products or services needs to look no further – they’ve found YOU, their solution. By understanding how these 6 elements fit together, you’re able to put together an effective plan to not only reach, but draw in and build relationship with your target audience. (Next Slide)
The Why Why do I need a Signature Brand? Signature branding separates you from a corporate identity. Companies are great at branding themselves – that’s their job – which can tie into the “Title” concept we discussed earlier. For example, when asked what they do, someone might say “I’m a State Farm agent.” We all know what State Farm is, and thanks to Aaron Rogers, we all know the discount double check! Signature branding develops an identity that’s yours and yours alone. Who you are (why people trust you, like you, and want to work with you) is not the same as what you do for a living. What happens if you switch companies? Do your clients have devotion to State Farm or to YOU? Signature Brand is key to setting yourself apart from the competition After all, there is only one YOU. People may initially connect for what you offer, but they stay because they develop relationship with you – they know/like/trust YOU Signature Branding encapsulates all the great things about you, as a business, into a consistent message and markets that message to the RIGHT people in the RIGHT places at the RIGHT time (Next Slide)
The Who CLICK FOR ANIMATION Whom are you Targeting? To effectively market your brand, you MUST understand the WHO. By knowing your niche inside and out, you’re able to support them as they move through the buying process. The best way to get to know them is to interview real, live people who comprise your target. Really get to know them. Here’s how: Clearly identify your top 2 – 3 niche target markets. Create a “persona” for each niche, a composite representation of who they are based on FACT, not supposition. Define their demographics, interests, hobbies, and needs, challenges, and goals. Determine how you’re their solution It’s impossible to market to everyone who might ever want what you offer As we discussed earlier, you’re Spinning your wheels if you do that By knowing your personas inside and out, you can devise an efficient and effective plan to meet their needs (Next Slide)
Why does the Who matter? Knowing the WHO allows you to send Clear, focused messages tailored to your ideal prospects Understanding the WHO provides valuable information on WHERE to reach them and HOW to meet their needs How does Social Selling fit? By knowing your WHO, you can determine HOW and WHERE they gather information. Each social media platform attracts certain demographics. It’s a waste of time to post on Twitter if your WHO hangs out on Pinterest! EX: if you’re looking to connect with C-Suite execs, you probably won’t find them hanging out on Facebook catching up on the latest neighborhood news. Maybe a golf blog… By knowing your WHO, you’re able to determine WHAT types of information resonates with them – remember the 80/20 rule? By knowing your WHO, you can figure out which formats best fit your persona (video, reports, infographics, blog posts, etc) Perhaps the coolest part of knowing your WHO is that you can create and distribute awesome content that actually DRAWS them to you rather than continually casting that wide net and hoping to snag a few minnows! Imagine pulling people to on a regular basis! GAME CHANGER!! (Next Slide)
The What – WHAT are you offering and WHAT differentiates you? Now that we know the WHY and the WHO, we can develop the WHAT – great content that speaks to your niche markets – those personas we discussed a few minutes ago. The WHAT, built on the WHY and WHO, ties directly into the WHERE and WHEN and is foundational to the HOW. Identify your persona’s issues/goals/problems What are the issues/goals/problems your personas have that are specific to them? What are their typical frustrations? What are common objections? What questions do they ask related to your product or service? BE the solution How can you addresses their issues or help them meet their goals? What information will they need to make an informed purchasing decision? How are you in a unique position to be the solution? (Next Slide)
The Where – Where do your personas hang out? Where do they gather information? Each social media platform speaks to a different audience, so knowing WHO comprises your niche market provides insight into HOW they gather information and WHERE they hang out. EX: A C-level executive is more likely on LinkedIn than FB But a moms looking to start a direct sales business may trend more toward Facebook and Pinterest CLICK FOR ANIMATION Are you in the mix? Consider your current marketing strategies. Are they reflective of you or of the people with whom you’re trying to connect? Be cognizant of the fact that we often operate through our own perspective; I really enjoy LinkedIn; in fact, I’m a LinkedIn Trainer. One of my niche markets, however, lives on Facebook. I have to adapt to THEM, to meet them WHERE THEY hang out! Once you know the WHERE, Be active, offering great content to your personas on a regular basis Interact rather than ASK!! After all, social media is about building relationship, not selling!! (Next Slide)
Social media tidbits Learn best practices!! – Do your homework. Understanding how and when to engage with your target audience makes your time that much more effective. Posts on each platform should present differently to engage the reader, so tweak posts to fit the format It’s all about THEM, not YOU! – 80/20 Rule – Generic content builds your following Keep business separate from personal – esp. Facebook!!! The connections we’ve had for the past 20 years may not care about every business tidbit that means so much to us. And, when it makes sense to put business on the personal page, share FROM the biz page to drive traffic there Understand rules of engage – each platform is different Use common license images – Not all pics are created equally! Be consistent – with both the quantity and quality of your posts - keeps you front of mind Provide value – NO MATTER WHAT! Keeps them coming back. Everything should be intentional. Look through the lens of your target – will this content/post/video/thought add value to their life? If not, don’t post it! The WHERE also plays another very important role…, (Next Slide)
It helps you Establish Expert Status People trust experts much more than novices – it’s part of the psychology of perception. By sharing great content in the RIGHT places, (ie those places your niche markets hang out), you can …. CLICK FOR ANIMATION… Be seen as credible Be Impactful And be memorable, all of which help you stand out from the crowd Consider powerful ways in which you can interface with your personas Make a list of topics and ideas, and use those as a launch point for creating and sharing great content, then get that content out to the right places….. (Next Slide) Expert ideas: Blogging Comment Sharing great articles written by others – be sure to add value Generating helpful lists – Top 10… Short videos Webinars Workshops Speaking engagements
Here are a few ideas to get you started on claiming expert status: CLICK FOR ANIMATION… Blogging – your own is great, and you can cross-market by guest blogging for others and asking them to do the same for you Interacting – comment on great content, participate in discussions in a thoughtful manner CLICK FOR ANIMATION… Sharing great articles – when you run across something that adds value to your niche markets, by all means share it! Rather than just hitting the share button, however, add a sentence or 2 about why you’re sharing. That puts you, rather than the author, front of mind Lists – People love lists! Letterman’s Top 10 started a revolution! Put together the 5 Best… or Top Picks for… CLICK FOR ANIMATION… Videos – social media sites and people LOVE video. You don’t have to be a pro. Keep it short and engaging Webinars – it’s a great format for educating – we’re all on one!! CLICK FOR ANIMATION… Workshops – provides for that personal touch in a professional manner Speaking engagements – awesome way to show what you know! Keep in mind the WHERE – where will you most effectively and efficiently connect with your target? Once you answer that question, establish expert status! (Next Slide)
The When – WHEN should I provide great content? It all depends on which stage of the decision-making process your persona is in I’ve referenced the Buyer’s Journey a couple of times. Every time we make a purchasing decision, from which weight loss supplement we buy to what car we invest in, we go through a process called the Buyer’s Journey It’s great to know WHAT great content to provide and WHERE to share it, but it must be done in the right context - addressing the needs of the prospect as they travel along the decision-making path. So, it’s important to develop and share awesome content to address each stage of their decision-making process Awareness Stage: Early on – information gathering – provide broad content that educates and addresses general questions or needs - list Consideration Stage: Mid-stage – persona is digging deeper and wants specific questions answered – you hone in on specifics Decision Stage: Ready to purchase – persona is weighing who to go with – perhaps product comparison Now, it’s time to address HOW to put all this together…(Next Slide)
The How – How do I create my Signature Brand? Step 1: Research, Research Research! To create a Signature Brand, you’ll compile the Who, Why, What, Where, and When. Do your homework – interview ideal clients, discover their needs and how and where they gather information, and develop great content that addresses each stage of their journey Create the PLAN Once you have the pieces laid out, create a monthly calendar the details how you’ll get your plan into the world. I have clients print out a blank monthly calendar and actually fill in what they’re going to do each day to build their signature brand, addressing things like: When will you post? What will you post? When will you interact? How will you connect? How will your prospects find you? When will you develop content or set up speaking opportunities? etc Implement The plan won’t work if you don’t follow it!! That leads us to …. (Next Slide)
We covered a LOT of information in a very short time. As I mentioned in my introduction, I employ a give to give mentality in my business. I’m offering each one of you on the call a free Build Your Brand consultation – 30 minutes dedicated to helping you understand how the things we’ve discussed today look for your business. This session is all about YOU and helping you do it differently in 2016! Take action, and schedule your session through the link above. I look forward to talking soon! (Next Slide)
It’s been a privilege presenting to you this morning. Best wishes for a phenomenal year. Enjoy the journey! With that, I’ll turn things back to the moderator…

Get Noticed! 3 Simple Strategies

Recommended

Recommended

More Related Content

What's hot

What's hot (19)

Similar to Get Noticed! 3 Simple Strategies

Similar to Get Noticed! 3 Simple Strategies (20)

Recently uploaded

Recently uploaded (20)

Get Noticed! 3 Simple Strategies

Editor's Notes