Branding

Unlock the Potential of Summer: Effective Marketing Tips for the Summer Season

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Summer brings not only sunshine and vacations but also unique opportunities for businesses to connect with their target audience in a vibrant and refreshing way. While many companies and firms take a break from too much marketing activity, this is actually a great time to increase your marketing and business development efforts. In this article, we’ll explore key steps to create a successful summer marketing strategy that will help your company shine. 

Here are a few strategies below:

  1. Understand Your Target Audience: To create an effective summer marketing strategy, it’s crucial to have a deep understanding of your target audience. It’s not just about knowing their title or the type of company but it is also considering their pain points during the summer months. What are their summer aspirations, pain points, and purchasing patterns?
  2. Embrace the Summer Vibe: Summer is always a great time for some company swag.  With so much fun, relaxation, and adventure, it’s a perfect time to connect with current clients or put your brand in front of new clients with some fun gifts at golf outings or other events your company may sponsor during the summer.
  3. Leverage Seasonal Events and Holidays: Summer is packed with special events and holidays, such as Independence Day, summer solstice, music festivals, and sporting events. Align your marketing strategy with these occasions to maximize your reach and engagement. Leverage social media, email marketing, and influencer partnerships to amplify your message and connect with the audience who are already in a festive mood.
  4. Collaborate with Referrals and Partners: Partnering with referrals or other companies with similar audiences can amplify your summer marketing efforts. Identify those referrals and raving fans of our business whose audience aligns with your target market and collaborate on networking events or content.
  5. Monitor, Measure and Collect Feedback: Regularly monitor the performance of your summer marketing campaigns and track key metrics to evaluate their effectiveness. Utilize analytics tools to assess website traffic, social media engagement, conversions, and client feedback. Adjust your strategy as needed based on the insights gained from the data to optimize your results and prepare for a great final quarter of the year.

A well-crafted summer marketing strategy can help your business leave a lasting impression on your target audience. By understanding your customers, embracing the summer vibe, and collaborating with referrals and raving fans, you can create a strategy that drives brand awareness, increases sales, and fosters customer loyalty.

Personal Brand vs. Business Brand: Which Comes First?

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As a business owner, it can be challenging to determine an approach when working on a brand strategy. I am often asked which should be addressed first: the company brand or the personal brand. Or worse… people will only want to address the business brand and allow the personal brand to blow in the wind.

Let’s first address the differences and similarities of a personal brand and a business brand. They definitely have some similarities, but they are also quite different. Here are some key differences between the two:

  1. Focus: A personal brand is built around an individual’s personality, skills, and expertise, whereas a business brand is focused on the products, services, and values of a company.
  2. Ownership: A personal brand is owned by the individual, while a business brand is owned by the company.
  3. Longevity: A personal brand can last a lifetime, whereas a business brand can evolve or change over time as the company’s products, services, or values change.
  4. Scope: A personal brand is typically narrower in scope, focusing on a specific niche or area of expertise, while a business brand can be broader, encompassing a range of products or services.
  5. Audience: A personal brand is often targeted at individuals, while a business brand is aimed at a broader audience that includes customers, investors, and other stakeholders.
  6. Marketing: A personal brand is often marketed through social media, personal websites, and other personal channels, while a business brand is marketed through advertising, public relations, and other traditional marketing channels.
  7. Branding Elements: Personal branding typically uses the name of the individual as a central branding element, while business branding incorporates logos, taglines, and other visual and verbal elements.

A personal brand is built around an individual’s personality, skills, and expertise, while a business brand is focused on the products, services, and values of a company. Both types of brands can be valuable and powerful, but they serve different purposes and require different strategies for building and maintaining them.

Both should have specific strategies, however for most industries and companies, it is critical that a personal brand should be developed and focused on first. People tend to follow and emotionally invest in the stories of personal brands. This does not mean we don’t also tell the brand stories of a company.

However, if your company works closely with individuals and there is an element of trust and credibility, a personal brand should be addressed first.

Please contact me if you have any questions about personal branding. I would love to help you connect the dots!

7 Ways to Establish Brand Authority 

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Establishing brand authority involves building trust and credibility with your target audience, demonstrating your expertise and leadership in your industry, and positioning your brand as the go-to source for information and solutions related to your niche. Here are some steps to help you establish brand authority:

  1. Define your target audience: Identify who your ideal customers are and what they need. This will help you tailor your messaging and content to their specific needs and interests.
  2. Build a strong brand identity: Develop a strong brand identity that communicates your values, mission, and unique selling proposition. This will help differentiate your brand from competitors and establish a consistent message across all channels.
  3. Create valuable content: Produce high-quality content that provides value to your audience. This can include blog posts, whitepapers, case studies, videos, webinars, and social media posts.
  4. Demonstrate expertise: Share your knowledge and expertise through thought leadership content, speaking engagements, and industry events. This will help position your brand as an authority in your niche.
  5. Leverage social proof: Use customer testimonials, case studies, and awards to showcase your brand’s success and credibility.
  6. Engage with your audience: Engage with your audience through social media, email marketing, and other channels. This will help build relationships and establish trust with your target audience.
  7. Monitor your reputation: Monitor your brand’s online reputation and respond to feedback and criticism in a timely and professional manner. This will help build trust and credibility with your audience.

By following these steps, you can establish your brand as a trusted authority in your industry, which can lead to increased brand awareness, customer loyalty, and revenue growth.

Be Visible

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With the world changing so rapidly, now is not the time to scale back and hide your magic, your business or your brand.  Now is the time to let the world (your audience ) know how you are able to solve their problems and add more value.

Below are a few quick tips on how to raise your visibility in your industry:

  1. FB and IG Stories:  If you are on Facebook or Instagram, we are discovering there is a lot of power in the stories feature of each platform.  Using stories more often (and strategically) can help your visibility.

  2. Add More Content:  Do not get overwhelmed with the word “content.”  It doesn’t always mean creating a blog or newsletter.  Content can mean tips, videos, interesting pictures, quotes, etc.  Content helps create an emotion.  What emotion are you creating with your audience?

  3. Get Consistent:  Consistency is key.  People notice and trust brands that are consistent.  How are you being consistent?

  4. Invest in Paid Ads: Targeted ads can help gain visibility for brands or a new campaign. Careful keyword selection, targeting and ad copy creation will help keep budgets from getting out of control and make it affordable.  

  5. Don’t Ignore SEO: This will help potential clients and customers find your company or organization when they are looking for solutions and may not know whom to turn to. If you can identify the types of terms they are looking for, you will broaden your audience and reach. By using keywords within the copy and headers of your web pages and in the way you talk about your services, you will bring people to your website and social media.

These are just a few recommendations.  I’m certain there are more things you can add to your list.  The key is not to second-guess yourself or hesitate on your greatness.  That is one of the biggest hurdles we often face.

Just go for it!!

How to Get Excited About Marketing Again Despite Our Crisis

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Wow… the past several weeks have been surreal.  So much has happened in our lives, so much emotion and uncertainty.  Even as we get used to the “new” normal, the uncertainty of the future still looms over us.

Admittedly, the first few weeks during the pandemic, I struggled emotionally and mentally on how to approach my business. People were dying at rapid rates, companies were furloughing and laying off employees, a worldwide financial destruction was looming. 

Who really cared about marketing, right?

Now that I’ve come out of my fog (slightly) … I am starting to see things differently. As I listen to news reports about the importance of small businesses to our economy and more phone calls from new clients begin to come in for marketing help, I realize that this was not the time to back down from marketing, but to ramp up marketing efforts. 

Below are a few lessons learned over the past several weeks:

1.) Digital Marketing – Every business should seek to have a digital presence.  Even if the presence is not perfect, it is important to be found and connected to your audience in various ways.  If you are relying on your audience primarily by events, networking lunches or dinners, you probably found yourself a little lost.  Digital marketing is more critical than ever. 

2.) E-Commerce – Creating something to sell online and extend your services and brand is important. Most of my clients sell or offer a service.  However, I do encourage all my clients to think of a product to add to their services.  This can be a book, candle, clothing, hair products… anything.  Having another option for selling is critical. 

3.) Social Media – When the world shuts down – everyone turned to social media for content and information. LinkedIn usage increased by 52% over the past month.  Many people who had a presence on social media, but was not actively using it, suddenly found themselves trying to figure it out. 

4.) Business goes on.  It truly does.  And it needs too. The economy is a powerful thing and affects everyone in varoius ways (financial, emotionally, physically, etc.) But even in the depths of a recession, there is continued investment and new spending.  We want to be a part of that spending, therefore NOW is the time to build your pipeline. 

Go visit and like my FB page this weekend.  I will share a video on tips to improve your marketing during a crisis.  There are may things we should consider doing. 

Oh.. and if you have time – check out my online time management course for working marketing into your business and life.  Lots of practical tips!  Click here to start your online course. 

If you need assistance with your marketing efforts, please reach out to me! I would love to chat with you. 

Working From Home, but Always On: Personal Branding Tips for Video Conference Meetings

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Below are a few tips to remember before jumping on a video call with your team or a client.

1.)   Look Behind You. When setting up your work space, look at what your viewers will see behind you. We are human; therefore, we will be distracted. Does your background represent what you would want your clients and colleagues to remember about you? Take a moment to create an atmosphere that serves your professional brand and values, or choose a simple, clean wall background. The some video conferencing platforms will allow users to choose a background. Choose wisely. The bottom line is that you do not want your background or surroundings to be so distracting that people are not able to pay attention to the value you are offering during the call.

With our current crisis, many of us are faced with new work from home (“wfh”) strategies and routines. Video conferencing has been an essential component to working effectively. However, are we putting our best foot forward when jumping on a call with colleagues and clients? With so many team meetings and work being done via video conference, it is still important to be professional and consider your personal brand.

2.)   Professional Grooming. Although most people are more relaxed right now, we should be careful not to be too relaxed. We are not on vacation, we are still working. When you show up for work on a video call, be sure you still are well groomed and casually professional. A disheveled team member and can result in less trust and credibility from a client or colleague.

3.)   Know Your Angles. Understanding the best camera placement is important. The wrong placement can be awkward, and again distracting. I was recently on a video call and one of the participants had the camera very low on the ground, with the camera facing up… sigh. Try to place the camera as close to eye-level or shoulder-level as possible. 

4.)   Let Your Light Shine. Lighting is important on video calls. You want viewers to see you and not a dark shadow. Make sure the majority of the light is behind the camera or side light for the best lighting. Natural light is always best. Also, take a moment to clean your camera to ensure there is not dust or a fog on the camera.

5.)   Hit that Mute Button. As soon as you enter the video conference, be sure you are familiar with where the mute button is located and able to use it. When you are not speaking, as a courtesy, stay on mute. There are noises around you that you are likely not aware is happening. Microphones will pick up typing, movement, sirens, etc. In addition, when it is time for you to contribute to the call, you want to be able to do this seamlessly.

6.)   Eat and Drink Later. Just as we would not likely come to a client meeting with a large Big Gulp fountain drink or eat a full course dinner during a meeting, be discreet with eating and drinking on video calls. It can be distracting to see someone turning up a bottle or struggling to keep lettuce from dropping on his or her lap.

7.)   Join the Party. If the majority of the team is joining via video, try your best to also join via video. Try to avoid being the team member that decided to not turn on video and only join via audio. Engaging and showing a friendly face is important during these times when people are craving connection. 

These are just a few fun and practical tips to remember when jumping on a video call and remaining professional during this time of working from home. 

Let me know if any of these tips were helpful to you. 

Tips for Small Businesses When Managing a Crisis

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With the recent outbreak of the COVID-19 virus, many businesses and organizations are panicking on what this means for their business and their growth opportunities for the remainder of 2020.  How does a small business owner prepare for a recession or an economic crisis?  Below are 6 tips for managing a crisis or potential downturn in the economy. 
1.) Don’t panic.  This sounds very simple, but extremely important.  So often, we become reactive, instead of proactive.  Our response to a crisis will often determine how we manage, how large the crisis becomes and how much it affects our business and clients.  Although we may have some anxiety, we know there are always opportunities within a crisis. 

2.) Look for the Opportunity.  As you stand back and look at the crisis or problem, which issues are not being addressed?  If you do not know your clients or industry well, this may be a challenge for you. (HINT: Know your clients and your industry).  What can you contribute or solve?  Get creative and gain a different perspective about the issues at hand. 

3.) Feel Your Clients Pain.  What are your clients/customers feeling right now?  Are their businesses on hold? Are they doing well (some businesses are thriving right now)?  Will they need to focus on other issues for a short time? Whatever the pain or issue, know it.  Feel it… and then act accordingly.  

4.) Talk to Your Clients:  If your business or society is facing a crisis, assess the situation by speaking directly with your clients.  Ask about their concerns and effectively communicate how you are dealing with a crisis.  Clients want to know that they can still trust that their business is being handled. 

5.) Be a Thought Leader: This is the time to show your value and expertise to your audience, if applicable.  If there is any aspect you know about the crisis, now is the time to write, blog, speak and teach about the subject in various ways. Look at the situation from different angles and determine how you can be of value to your clients.

Podcast: Creating a Connection With Your Audience

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So often we get discouraged when our followers are small, the mailing list numbers are low, there are few likes or engagement in social media. However, we can still have an amazing impact when we make a good connection with our audience.

In my podcast today, I share 3 ways to have an impact with your audience.

The Magic of Having Clarity

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Life can get so busy, with a million distractions every day.  These constant distractions can easily lead to a lack of clarity in our life, business and even relationships.

Each time I engage with a new client, my primary objective, despite their business or industry, solopreneur, author, minister or executive, is to help them find brand clarity.

What is Brand Clarity?

Brand clarity is the core values, feeling and purpose of your brand, whether it is your personal brand, business or organization. Once you are aware of your brand, your values, your purpose, your why… it is critical to make sure this is communicated throughout your brand consistently.

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Why is Clarity Needed?

Confidence. I am convinced, that true clarity equals confidence.  And when you have confidence, you also have courage.  Just imagine where your business or career would be if you had ultimate confidence in yourself, your business and your brand.  The things you would do, the people . you would approach and where you would network.  How big would you dream?  What would you go for?  The words you would say to yourself.  It would be the ultimate courage, right?

Storytelling.  Brand clarity is also needed to to tell your story to your clients and customers. Storytelling is the foundation of branding. Have you ever heard someone tell a story and get lost in the details, miss the punchline or critical points to the story.  You tune out, right?  The story becomes less interesting and the storyteller loses credibility.  You should know your story, connect your dots and tell it in a concise and interesting way.

Personality. You also need brand clarity because people buy from people. A buyer wants to fall in love with YOU.  Your brand needs a personality and style.  This comes out in your logo, your colors and even your content.  But when you are not sure of who you are and your core values, then you may communicate several different messages and voices.  You will talk too much, to too many people, in too many different ways.  This creates confusion.  When there is no clarity – people either do not buy or take longer to buy.  Let the personality and style of your brand shine.

Time & Money.  When you are clear in your branding (or any aspect of your life), you can easily make decisions. You know what to say “no” to and who to align with, which events to attend, where to invest your time and money.

Clarity is priceless. Take the time to find clarity with your brand, business, career, relationships and even your money. When you are clear, things change.

If you are struggling to find clarity,  consider a session with me.  Sometimes we are too close to our brand to see it clearly.  Feel free to contact me for a session.

 

Get Your Business Ready for Summer

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Summer is almost here! Yay!

Time for vacations and to slow it down a little.  But hey, don’t slow it down too much. This is the time to build your pipeline so that you can finish strong in 2019.  Time to think about what you will offer and sell for the holidays.

So how do you build a pipeline?

Below are some quick tips on building your pipeline to create momentum in your business for the rest of the year.

1.) Focus on a Few.  You may have been doing mass marketing all year – social media, watts marketing challengespublic speaking, etc.  Who stood out during your efforts?  Were some potential clients more engaged than others?  If so, focus on those people for the rest of the year.  What do they need?  What services can you provide?

2.) Create Your Bag of Tricks.  What are those things of VALUE that you can offer to your customers or potential customers that don’t require a lot for you to create?  Perhaps its an audit or a top ten list.  Create 3-5 “trick” or value adds that you use to create more relationships with your current or new audience.

3.) Use Your Referrals.  Referrals are sooo important in growing your business.  Using your referrals is a brilliant marketing strategy.  Be sure to take time to put your referrals on your mailing list, check on them, talk to them, engage with them.  The more they trust you, the more they will talk about you.

Don’t let the summer pass you by!  If business is slow, that is the time to focus on marketing and growing your pipeline.