SlideShare a Scribd company logo
@roberts_ben_m
1
How to create a selling system based
on authority and a common thread
2
Head of Marketing at Talkative
Podcast Host
Published Author
Wales’ #1 Businessman under 35
Conference Speaker
Who
@roberts_ben_m
3
Email
Marketing
PPC
Social Media
Marketing
Ads – TV,
Radio & Print
Interview era
Moving from a world of intrusion & blatancy to collaboration &
Authority
@roberts_ben_m
The Interview Era
In the interview era, people need to focus on
their personal brands and networks in a way
that aligns with your business.
@roberts_ben_m
Influence & authority
Must find a common thread between the people and the business.
5
@roberts_ben_m
6
Personal brands
extend the reach
of your existing
brand
@roberts_ben_m
We need to rethink the way we interact
with our customer base
Especially in B2C environments where direct interactions with
customers are generally less frequent, and when they do occur, do so
in a customer service capacity
Thinking
7
@roberts_ben_m
8
What is a
common
thread?
@roberts_ben_m
Traits of the common
thread
9
Long-term
mindset
Tied to
business
goals
Something the
business can
become
KNOWN for
@roberts_ben_m
Example
of a
thread
10
The Thread
Environmental sustainability
Mediums
Adverts and marketing messaging
based around the environment
The Messaging
That buying Old Mout Cider is an environmental
choice, and tone that also tastes damn good
Result
Seen as a brand with heart that
resonates with the customer base
@roberts_ben_m
11
What is your common thread?
What do you want to be known for?
Sporting success?
Environmental sustainability?
Natural beauty?
Human-powered communication?
Information security?
Health & wellbeing?
Leadership development?
Internal
Vs
External
12
Internal
Personal Brands
External Personal
brands
Clear link to the brand
Consistency
Progressive business
Extend beyond borders
Seen as independent
Ease of training
Unique styles
Instant impact
@roberts_ben_m
13
Podcast
YouTube
Social Media
TV
Radio
Websites/Blogs
Ideas for the
interview
economy using
your common
thread
IDEAS
Mainstream MediaEvents
@roberts_ben_m
14
Of
product
Of
market
Of
trends
Of
audience
1 2 3 4
A system of selling based on knowledge
@roberts_ben_m
1
5
How do we
create this
system of
selling?
@roberts_ben_m
16
Identify the
influencers
Common
Messaging
Freedom &
Flexibility
Stimulate
Conversations
A knowledge based system of selling
PROCESS
Identify
common
thread
Measure &
Evaluate
@roberts_ben_m
Example
of a
thread
17
The Thread
Healthy food
Mediums
TV, Events, Social, Books,
cookery schools
The Messaging
Healthy eating can be done from home, can
taste better and can save you money – It’s also
better for the environment and your health
Result
Sales, increased revenue streams,
exposure, authority
@roberts_ben_m
The
book
18
How to build personal brand or
business brand authority around a
common thread; a buzzword.
Marketing Buzzword to
Marketing Authority
@roberts_ben_m
Thank you!
Twitter: @roberts_ben_m
LinkedIn: Ben M Roberts
ben@ben-m-roberts.com

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How to create a selling system based on authority and common thread

Editor's Notes

  1. Will not lose intrusive ads for the foreseeable – but their power and influence is ever waining All through this time we’ve had peaks and troughs – Ads – trust, Email – Spam, PPC – placements, SMM - Privacy
  2. Doesn’t matter whether it is B2B or B2C – in the interview era personal brands and business brands
  3. This can be people internal or external to your organisation – can you help people around the edges of your organisation to build their personal brnads Influencers the extension of brands B2B and B2C – not purely aspirational but also in terms of value. Not by an idea of what it is, but what it means to be
  4. TO UPDATE
  5. When you know what you stand for you know you have the people around you either internally as employees or externally as fans and influencers
  6. Link to Brand - Clear link between the people and the rand – easy for customers to understand Consistency - Easier to keep the common thread in tact and all singing from same hymn sheet Progressive - Puts your employees front and centre of the changing world Training - As a company you can help people build their personal brands within the business, and you have control over it Extend borders - Allows you reach previously unreachable audiences Independent - They have the ability to work with or not with and support the brand in question Unique styles - Each external personal brand you work with will have their own unique style that will resonate with different people Instant Impact - The power of these personal brands can have a significant instant impact on the businesses engaged with them
  7. Think about the democratisation of media – how can you leverage this to get more exposure and more access Your personal brand will allow you to get more opportunities which in turn will help grow the brand
  8. ID common thread ID Influencers Common Messaging Freedom & Flexibiiity for influencers to share in the way that is unique to them Stimulate conversations and be a part of the environment that your customers are in Constantly measure and evaluate the opportunities and outcomes