It’s not uncommon for entrepreneurs to feel stuck, trapped by too many choices and bogged down in building their business. Get out of the weeds and back on track with marketing insights on building a better brand. These tools and techniques will help you get organized and accomplish more with less.

1. Un-­‐S%ck
Your
Start-­‐Up
Joellyn
“Joey”
Sargent
Principal,
Claravon
Consul0ng

2. Why
We’re
Here
Get
Un-­‐Stuck
and
Back
on
Track
• Stop
was3ng
3me.
Start
using
social
media
effec3vely.
• Get
the
(media)
a@en3on
you
deserve.
• Use
marke3ng
magne3sm
to
create
a
powerful
brand.
• Embrace
the
power
of
happy
customers
for
repeat
business.
©2010-2013 Claravon Consulting

3. Stop
Was%ng
Time
Use
social
media
effec3vely
§ Where’s
Your
Market?
§ What’s
Your
Strategy?
§ How
Can
You
Connect?
©2010-2013 Claravon Consulting

4. “Free”
is
a
Myth
What
is
Your
Time
Worth?
That’s
What
Social
Media
Costs.
No
time?
Stake
your
claim,
and
come
back
later.
©2010-2013 Claravon Consulting
Image by: http://www.sxc.hu/profile/ilco

5. The
Secret
Formula
Find
friends
and
followers
Provide
interes3ng
content
Connect
in
relevant
ways
Keep
selling
to
a
minimum
Do
it
again,
every
day
©2010-2013 Claravon Consulting

6. Starved
for
AAen%on?
How
do
you
get
reporters
to
no3ce
you?
• Know
what
they
write
about
• Show
them
a
trend
or
something
they
don’t
know
• Back
it
up
with
facts
Image
by:
http://www.sxc.hu/profile/sixfour
©2010-2013 Claravon Consulting

7. Social
Media
is
PR
§ Twi@er
•
•
•
•
Media
on
Twi@er
(www.mediaontwi@er.com)
Find,
follow
and
connect
with
media
in
your
space
Don’t
lead
with
a
pitch
Get
to
know
them,
romance
them
first
§ Blogs
• Learn
who
is
wri3ng
about
your
space
• Read
and
comment
on
ar3cles
• Provide
interes3ng
insights
that
add
value
to
their
content
©2010-2013 Claravon Consulting

8. Finding
Media
Opportuni%es
§ HARO
–
Help
A
Reporter
Out
• Free
media
requests,
3x
a
day
(ar3cles,
books,
blogs)
• Pick
and
chose,
follow
direc3ons,
submit
• www.helpareporter.com
§ ProfNet
• A
paid
service
of
PR
Newswire
• Customized
feed
of
press
opportuni3es
• profnet.prnewswire.com
§ PitchEngine
www.pitchengine.com
©2010-2013 Claravon Consulting

9. New
Rules
of
Pitching
Not
the
same
old
story…
3
Simple
steps
to
a
great
pitch:
1.
Here’s
who
I
am
and
what
I
do
2.
Here's
the
story
and
why
it is
of
interest
(back
it
up)
3.
Here’s
How
to
Reach
Me
(cell
phone
&
email,
twi@er)
-­‐
Peter
Shankman,
founder
of
HARO
©2010-2013 Claravon Consulting

10. Do
Customers
Want
You?
Make
Sure
Your
Reputa3on
Precedes
You
(In
a
Good
Way)
Image
by:
http://www.sxc.hu/profile/pcaputo
©2010-2013 Claravon Consulting

11. Brands
Can
Have
Charisma
What
is
your
brand
personality?
§
How
do
people
know
that?
• Visual
Clues
• Interac3ons
• Follow-­‐Up
©2010-2013 Claravon Consulting

12. Marke%ng
Magne%sm
Attraction
is
a
powerful
force
Image by: http://www.sxc.hu/profile/armzak
©2010-2013 Claravon Consulting

13. Cash
in
on
Happy
Customers
§ Replace
or
Renew?
• If
it’s
cheaper
to
keep
customers
than
get
new
ones…
• Make
sure
they’re
happy,
and
they
remember
you
§ Happy
Customers
tell
Others
• And
Create
MORE
customers
• Be
Sure
Your
Customers
are
Happy
(Surveys,
Feedback)
§ To
Get
Referrals…You
Have
to
Ask
• Create
a
system
to
ask
ager
the
sale
• Ask
when
you
DON’T
Get
the
Sale
©2010-2013 Claravon Consulting

14. How
many
referrals
have
you
had
this
year?
Referral streams take a long time to cultivate.
START NOW.
©2010-2013 Claravon Consulting

15. What
To
Do
Now?
Start
Gehng
Un-­‐Stuck!
©2010-2013 Claravon Consulting

16. Ques%ons?
email:
twi@er:
linkedIn:
web:
blog:
jsargent@claravon.com
@JoellynSargent
linkedin.com/in/jsargent
Claravon.com
JoeySargent.com
16