Famous in Your Field: How Speaking, Publishing, Content Marketing, Media Outreach & Social Media Can Reverse the Sales Process
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http://www.practicalmagicmarketing.com So many professional service providers want significant growth, but suffer from scalability problems. They struggle to reach more prospects and increase revenues but can’t find the time. It’s a vicious cycle. They want to grow, but don’t have time to market because they’re too busy working in the business. Sound familiar? There is a way to break free of the scalability trap. You can leverage yourself and your firm’s professionals to reach more prospects, stand out in a crowded marketplace and increase the rates you charge. Imagine it: prospects who recognize your name. Clients who seek out your services specifically. Raving fans who pay higher rates. This presentation is designed to give a quick overview of This talk will give a quick overview of the Famous in Your Field campaign components: speaking, publishing, content marketing, media outreach, and social media. We’ll talk about how each of these 5 elements work together to orchestrate a snowball effect that launches you and your business to fame.
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Famous in Your Field: How Speaking, Publishing, Content Marketing, Media Outreach & Social Media Can Reverse the Sales Process
- 1. Famous in Your Field: How Speaking, Publishing, Content Marketing, Media Outreach & Social Media Can Reverse the Sales Process
- 2. Practical Magic Marketing, LLC | PracticalMagicMarketing.com | Lori Nash Byron Famous? No, not like Charlie Sheen & Us Weekly.
- 3. I mean that you’ll become recognized as a leader and expert in your area of business. What you’ll get: Name recognition Found on the web Increased sales or leads An increase in traffic to your website A broad expertise presence Media recognition and coverage of your business Practical Magic Marketing, LLC | PracticalMagicMarketing.com | Lori Nash Byron
- 4. What We’ll Cover Bad news Good news Your star map Starmakers – 5 fame campaign elements Success stories Practical Magic Marketing, LLC | PracticalMagicMarketing.com | Lori Nash Byron
- 5. The Bad News Why you’re not making big box office in your business Well kept secret Abundance Overwhelm Lack of trust Practical Magic Marketing, LLC | PracticalMagicMarketing.com | Lori Nash Byron
- 6. The Good News Why you can reverse the sales process Opportunity Freedom Access Tools Practical Magic Marketing, LLC | PracticalMagicMarketing.com | Lori Nash Byron
- 7. A Listed A-Listed Practical Magic Marketing, LLC | PracticalMagicMarketing.com | Lori Nash Byron
- 8. Practical Magic Marketing, LLC | PracticalMagicMarketing.com | Lori Nash Byron A Listed With all the competition, with all the competing interests for your client’s time and attention, you’ve got to stand above the crowd. The A List is that special group of performers who never have to audition – people reach out to them with parts, opportunities, because their reputation and track record says that they will deliver the goods. So how can you create trust and be seen as the go-to expert in your industry?
- 9. Practical Magic Marketing, LLC | PracticalMagicMarketing.com | Lori Nash Byron A Listed There is an approach that you can use to create the A List effect for you & your biz. Certain marketing tactics are just so much more effective than others. There are 5 activities in particular that just plain work. If you focus on those, or even two or three, you’ll get BIG results in your business. You’ll have star power.
- 10. Star Power In Hollywood, the biggest celebrities are given the most free stuff. There’s a similar effect in business – the companies and service professionals who have the most visibility, and seem the most successful don’t have to work as hard at selling. People approach them. Did you wonder how that happens? Practical Magic Marketing, LLC | PracticalMagicMarketing.com | Lori Nash Byron
- 11. Star Power Businesses and professionals who are savvy about working their fame campaign get the best clients, without having to beg. By using starmaker tactics, you’ll get: Exposure: reach more people Goodwill: generate trust in your market Credibility: establish yourself as THE authority Higher rates: people pay more for specialized knowledge – they look for the experts Practical Magic Marketing, LLC | PracticalMagicMarketing.com | Lori Nash Byron
- 12. Map Your Fame Campaign Goals Fans Assets Starmaker tools The Route Practical Magic Marketing, LLC | PracticalMagicMarketing.com | Lori Nash Byron
- 13. Goals What do you want? What are you willing to invest? What are your resources? Practical Magic Marketing, LLC | PracticalMagicMarketing.com | Lori Nash Byron
- 14. Goals Like all good campaigns, we start with goals: what do you want to achieve? (Be honest with yourself.) By when? What are your goals for the end of these year, the end of the quarter, the end of the month? What are you willing to invest? Are you willing to invest a specified amount of your own time? Are you going to hire help for some or all of it? Planning and executing your fame campaign requires dedication and follow through. You can do it, but you must be committed. What are your resources? Do you have people on staff with writing talents? Is there a Toastmasters Club nearby that can help you hone your speaking skills? Can you hire a writer? Practical Magic Marketing, LLC | PracticalMagicMarketing.com | Lori Nash Byron
- 15. Your Cheering Section Practical Magic Marketing, LLC | PracticalMagicMarketing.com | Lori Nash Byron
- 16. Raving Fans Who are your fans? Where do they hang out? What do you have that they want desperately? Practical Magic Marketing, LLC | PracticalMagicMarketing.com | Lori Nash Byron
- 17. Assets What do you have to work with? What are your business services, capabilities, special advantages The IT factor: how is your business , your service unique, different, special? Practical Magic Marketing, LLC | PracticalMagicMarketing.com | Lori Nash Byron
- 18. Starmaker Tools Speaking Publishing Social Media Content Marketing Media Outreach Practical Magic Marketing, LLC | PracticalMagicMarketing.com | Lori Nash Byron
- 19. Speaking Why it works: credibility, authority Leverage: one to many Many forms: presentation, panel discussion, webinar, video Practical Magic Marketing, LLC | PracticalMagicMarketing.com | Lori Nash Byron
- 20. Speaking Nuts & bolts Find your audience Events, dates, contacts Sizzling presentation proposals Avoid “preaching to the choir” Practical Magic Marketing, LLC | PracticalMagicMarketing.com | Lori Nash Byron
- 21. Publishing "Who are the consultants in the top 5% income-producers? They are the thought leaders who regularly publish books and articles." -Kennedy Information Systems Practical Magic Marketing, LLC | PracticalMagicMarketing.com | Lori Nash Byron
- 22. Publishing Magazine articles Newspaper articles Case Studies Reports E-books Books Practical Magic Marketing, LLC | PracticalMagicMarketing.com | Lori Nash Byron
- 23. Content Marketing Anything created and uploaded to the web: digital content, websites, microsites, blogs, webcasts, podcasts, events Content is like magic! It works for you 24-7, attracting clients, educating them on your firm’s unique value so that you don’t have to chase. Practical Magic Marketing, LLC | PracticalMagicMarketing.com | Lori Nash Byron
- 24. Content Marketing Educate Entertain Engage Repurpose Practical Magic Marketing, LLC | PracticalMagicMarketing.com | Lori Nash Byron
- 25. Media Outreach “If I were down to my last dollar, I’d spend it on PR.” ~Bill Gates Founder of Microsoft Practical Magic Marketing, LLC | PracticalMagicMarketing.com | Lori Nash Byron
- 26. Media Outreach Press releases Expert resource Information hub Connector Leverage coverage Practical Magic Marketing, LLC | PracticalMagicMarketing.com | Lori Nash Byron
- 27. Social Media Social media with a purpose Leverage Personality Resource Connector Spread the word Practical Magic Marketing, LLC | PracticalMagicMarketing.com | Lori Nash Byron
- 28. Route Create your Fame Campaign Calendar Prioritize your 5 Starmaker elements Schedule it Track it! Practical Magic Marketing, LLC | PracticalMagicMarketing.com | Lori Nash Byron
- 29. Tips & Tricks Long term approach: it takes time & effort to get the pieces working for you but when it does, you’ll create a snowball effect Critical mass: all the tactics you use build on each other , with compounding results Repurpose: everything that’s created can be reused in other ways Outsource: no time? Get help Practical Magic Marketing, LLC | PracticalMagicMarketing.com | Lori Nash Byron
- 30. Big Box Office Famous in Your Field Success Stories Article led to #1 position on Google First national speaking engagement led to $50k contract Presentations triple traffic to website LinkedIn led to new business partnership Fame campaign around a specific service led to new partnerships, being quoted as an expert in a major newspaper, national webinar & revenue Practical Magic Marketing, LLC | PracticalMagicMarketing.com | Lori Nash Byron
- 31. Audition Now You can harness the power of one or more of these tools – speaking, publishing, content marketing, media outreach and social media – to reach more people, make more money and have a bigger impact. It all happens when you become Famous in Your Field. Practical Magic Marketing, LLC | PracticalMagicMarketing.com | Lori Nash Byron
- 32. Lori Nash Byron PracticalMagicMarketing.com Twitter: @LoriByron Linkedin.com/in/loribyron Practical Magic Marketing, LLC | PracticalMagicMarketing.com | Lori Nash Byron
Hinweis der Redaktion
- Famous? No, not like Charlie Sheen & Us Weekly. Become recognized as a leader in your fieldWhat you’ll get: Increased sales or leadsAn increase in traffic to your websiteA community of fans that spreads the word about youIncreased natural search ranking (showing up in google)A broad expertise presenceMediarecognition and coverage of your businessReverse the sales process? Get prospects to reach out to you.
- 30 minutes together – this will go fast. My goal is to give you the best information I can and let you know how you can get more. This talk will give a quick overview of the Fame campaign components: speaking, publishing, content marketing, media outreach, and social media. We’ll talk about how each of these 5 elements work together to orchestrate a snowball effect that launches you and your business to fame.
- Most common reason = Your business is a well kept secret. Not enough people know about you.Less common:Some = Abundance of people/companies that do what you do (or your customer thinks they do what you do!) You’re not standing out as being different or superior - it’s why you need a solid fame campaign.Overwhelm = Your ideal customer is overwhelmed. They have too many choices, too many options. A confused mind doesn’t buy.Lack of trust = your ideal client doesn’t know you or your business well enough to trust you. They haven’t seen enough evidence to make them choose you or commit to you.
- Reverse the sales process > get people to willingly follow you, listen to your message, join your tribe and, raise their hand to say “I’m ready to work with you.”Again, it’s abundance. Despite the recession, we are living in a time of unprecedented prosperity. There are growing middle classes in the largest developing countries, which means more and more people who need your goods and services. In a growing global economy, you also have more freedom, to do work, to run your company, as you wish. You don’t have to invest in office space if you don’t want to. With global connectivity, location is no longer a barrier. You can reach and communicate with your prospects where ever they happen to be. Tools – never in the history of have their been so many free and low cost tools to operate and market a business. You can communicate directly with your prospective clients and customers. Next, look at the advantages of business fame:
- In Hollywood, the biggest celebrities are given the most free stuff. A similar effect in business – the companies and service professionals who have the most visibility, and seem the most successful don’t have to work as hard at selling. People approach them. Did you wonder how that happens? Businesses and professionals who are savvy about working their fame campaign get the best clients, without having to beg. Here are the reasons: By using the specific starmaker tactics, you’ll get:Exposure. Reach more people. Generate trust and good will in your marketEstablish yourself as THE expert in your field. People pay more for specialized knowledge – they look for the experts. We’ve talked about the why…let’s get started on the “what to do”…
- In Hollywood, the biggest celebrities are given the most free stuff. A similar effect in business – the companies and service professionals who have the most visibility, and seem the most successful don’t have to work as hard at selling. People approach them. Did you wonder how that happens? Businesses and professionals who are savvy about working their fame campaign get the best clients, without having to beg. Here are the reasons: By using the specific starmaker tactics, you’ll get:Exposure. Reach more people. Generate trust and good will in your marketEstablish yourself as THE expert in your field. People pay more for specialized knowledge – they look for the experts. We’ve talked about the why…let’s get started on the “what to do”…
- These are the steps in your fame campaign. The Route is the specifics of your plan – your blueprint.
- Like all good campaigns, we start with goals: what do you want to achieve – be honest with yourself. By when? What are your goals for the end of these year, the end of the quarter, the end of the month.What are you willing to invest? Are you willing to invest a specified amount of your own time? Are you going to hire help for some or all of it? Planning and executing your fame campaign requires planning, dedication and follow through. You can do it, but you must be committed.What are your resources? Do you have people on staff with writing talents? Is there a Toastmasters Club nearby that can help you hone your speaking skills.
- Let’s move on to the next step in your fame campaign - your fans. Your fans are your customers, your prospects, your supporters, partners and colleagues who make referrals or spread your message for you.
- Think of your ideal customers. What do they all have in common? Make a list:Demographic traits (age, income, gender, marital status, industry)Psychographic traits (values, beliefs, hobbies, interests)Now create your ideal customer avatar. That’s the single representation of your ideal customer. Give this person a name. The goal is to know this person so well that you can think like him or her, speak like him, experience her emotions and essentially be him. Emotional drivers trump intellectual/practical drivers. You need to be really clear on your avatar, because your going to use it as the filter for all your marketing. Speak to him or her directly. Before you send that email, before you plan an event, think to yourself, “would my avatar like this? Would it speak to him?”But my customer’s not a person – it’s a business. Wrong. It’s always a person making the decision to buy. One person is your advocate.
- Assets are your advantages. Assessing them will help you know which of the 5 starmaker tools to use. What are your assets. Are you funny? Are you an inspiring speaker? Are you good at guiding your customers through intimidating decisions and making them feel empowered? Can you break complex ideas down and make them easy to understand? You’ve got talents. Know what they are and use ‘em.The IT factor – how is your business, your service unique, different, special?When you’ve done some soul searching, asked some of your clients, then it’s time to work the starmaker tools.
- These are the tools that can make you and your business famous in your field.
- Why it works – credibility, authority.Leverage – instead of talking with one person, you’re talking with many.Capture the power and results from speaking through many different forms.
- Process. Common mistake – talking to peers.Best kept secret – most of the time, all you’ve got to do is ask!
- Why it works: credibility, authority, leverage.Some PR studies show that becoming a published author increases your credibility by 300%. Cost effective: Advertising just isn’t considered credible. Magazine articles
- Anything created and uploaded to the web. Custom magazines, newsletters, digital content, websites or microsites, white papers, webcasts/webinars, podcasts, video portals or series, in-person roadshows, roundtables, interactive online, email, events. These work for you 24-7, attracting customers to you, educating them on your business’s unique value, so that you don’t have to chase. It takes effort more than intellectual firepower to become an authority. According to Hubspot a company that markets software for content marketing, it takes a critical mass of 20-50 articles to create significant impact on search engines through additional indexed pages and new keywords with which to associate. Clients with 52+ blog articles generated median leads that were 77% higher than the median result in the 21-51 group.
- A lot of the value in media coverage comes in maximizing it.SCENARIO #2Sally is able to score some press coverage for her business in a magazine. She starts to build excitement with her audience by blogging about the upcoming coverage. She makes sure her opt-in offer on her website is working properly to capture any visitors that don’t buy on the first visit (which, statistically, is the majority of them). Her opt-in offer is also very enticing, providing people a free gift or special offer that they can’t refuse.She also has her web designer create a small image on her homepage that mentions the press coverage and welcomes those readers. This image links directly to the product or service they featured in the magazine so people can buy with ease. This goes live the day the magazine hits newsstands.She then places a copy of the coverage in her press room online, blogs about it, shares it on social media, and sends it to her store accounts so they can share with their customers. She also sends an email newsletter to her customer list linking to the coverage.Finally, she contacts all of her local press outlets to pitch them a story on her business and mentions this national coverage.
- Social media and SEO.Share your personality. Strategically convey your expertise.Be a resource. -----5 Starmaker tools: speaking, publishing, content marketing, media outreach & broadcasting.Finish your fame campaign by mapping your route…
- Google Calendar. If you want to get it done, you have to schedule it on your calendar or get some help.If you choose speaking, how many? Break down the steps.-------Quickly share a couple of tips…
- Takes a time and effort to get the pieces all working for you, to create the snowball effect. Critical mass – all the things you do build on each other; compounding. Repurpose: one great piece of content -- let's say you invest in writing a 10-page e-book -- can be chopped up and the pieces can be used across all of these channels.Say the book contains images. Pull them out and put them on flickr, tagged properly. Say you have some great one-liners in the resource. Well use them as tweets. Maybe the anchor document is also an excuse for a press release? Perhaps you can repurpose it as a slideshow and upload to SlideShare? In other words, this isn't a one-and-done model. The same piece of content can be smashed, and the shards can be placed throughout the social Web.
- Engineering company – article.Company in Dallas – presos triple traffic to website, signups for software trials.Linkedin – saw some status updates, reached out to partner on business ventures.Another org – specific narrow, niche service. ------Anyone can harness the power of one or more of these tools – speaking, publishing, content marketing, media outreach and social media – to reach more people, make more money and have a bigger impact. It all happens when you become Famous in Your Field. <NEXT>
- Engineering company – article.Company in Dallas – presos triple traffic to website, signups for software trials.Linkedin – saw some status updates, reached out to partner on business ventures.Another org – specific narrow, niche service. ------Anyone can harness the power of one or more of these tools – speaking, publishing, content marketing, media outreach and social media – to reach more people, make more money and have a bigger impact. It all happens when you become Famous in Your Field. <NEXT>