Strategic Business Launch and Branding Masterclass, 25Jan18 Building a Roadmap to Success, Rebecca Gebhardt Brizi No one spends money for fun. People buy for the effect of what they get from their purchase. They don’t buy product – they buy the outcome of what I have to offer. You – Who you are inside and what you’re good at Client – Sell what the client wants You to Your Client – Who you are to the world What do my clients need? Structure, organization, stability, consistency, confidence, freedom, time, an extra set of hands to do the mundane things they don’t have time or want to do What do my clients want? The services I have to offer: admin support, researcher, social media posting, convenience, good experience What do my clients fear? Breaks down barriers to buying (from me) – making a wrong decision, that the job won’t be done to their expectations, that it would take too much time to explain/communicate what they want clearly My service must always be improving and innovating…stay up on what causes fear, wants, needs? My reason for existence is to solve a problem, B2B or B2C (business to consumer). EHN serves B2B. I sell to businesses of (employees) with ($) in revenue or in xyz industry. Consumer clients can be sold by gender, interest, demographic, age, income, etc. Unique Value Proposition How does my client’s life improve? Why is working with me be and most fun? How well do I understand my client? My ideal client is a senior executive of a small to mid-size company with responsibility for others who needs to be freed from mundane processes to focus on the bigger issues of the company. What 5 people can I approach to ask these questions? Talk about them and their problems, why does the problem exist, why it’s not been solved, what does the ideal solution look like, would you pay for it, are you currently. Invite to coffee to learn more about their situation. Explain the value I bring and offer it to them and three of their friends. 1. What channels can I use to find those five people 1. LinkedIn 2. Networking 5 Personal Strategies for Branding Your business, Ires Alliston
Expert title, diff from business title – My name is Renee Hastings and I’m a Strategic Partner to senior level executives who need to be freed from mundane processes to focus on the bigger issues of the company. U.S.P. Unique Selling Proposition – what I will do for my customers? what results will my clients get from working with me? Omnipresence – How do I look online? Credibility - Brand is reflection/extension of me. If not found online, my competition will be ahead of me in the game. Make it easy for people to find me. Be consistent w/ colors, pictures. Be found everywhere, website, social media – top 2 or 3, e.g., LinkedIn and FaceBook, blog. Videos are hot right now. Speak about things I’m an SME. Provide value. Use one platform to support the other: ask on FB what people what to see videos and promote on Instagram that I’m going live at xyz time, for example. Try It, Test It, Tweak It to see which platform works for me. Content Marketing is key! Articles, blogs, having people write things about me and my company. Engage with people to get feedback find out how much is too much posting…we don’t want to be irritating people and turn them off…causes us to become too much like a salesperson and it turns people off. Referral Marketing Process – for customers and their friends – digital card is a picture that’s saved to phone, text or e-mail ppl digital card including a free offer (type link to download) to build database, contact details and social media logos. To create graphics, text, photos, etc. using www.Canva.com. Create a user-friendly process/system to edify you by your clients to potential clients b/c ppl don’t have to think about what to say about you when they want to refer you to others; and it makes it easier on them to just share my info. Quick videos into software with photos, text using www.animoto.com. Promote YouTube Channel on FB and ask people to subscribe once they’re there, include the link to the YouTube link. Ask people to help me promote the business and ask people to refer and offer an incentive, if possible. Have another digital card with more information detailing what we do. Add this also to the website for people to download…similar to a flyer…making sure to include free download, where you’ve been featured (radio), social media logos, and contact info. Social Proof Marketing – people need to see us in action, e.g., videos, share message, behind the scenes, live stream, pix with clients, have clients do video testimonials. Ask people abt their experience whn wkg w/ me/company. Website is my castle! All social media points to the website. I own it and it cannot go down whether or not other social media platforms do. Make it lively and educational. Make sure the website is Googlecompliant b/c if it’s too big/heavy with content/music it determines where it will be seen. 1000-1500 words 2-3x/wk and put on website, that’s good. Repurpose brand, type video script and put it on the blog/FB and embed the video. MASTERMIND SESSION Keep asking, “so what”, why am I doing this? No discounts in pricing…get paid for everything.
Pricing package suggestions - 3 levels: beginner, intermediate-includes beginner plus a little more, advance-includes both beginner and intermediate plus other services. Higher level equals more money. Expert, Executive, Elite (level options) How do I get ppl to see me as the expert? Tell ppl about the career change by phone. Organize lunch/coffee talks, etc. Build pedigree. Offer to go speak somewhere. Write materials for trade magazines and submit work then add it to social media, “as seen in xyz publication”. The difference between bragging and not is context. I’ve got to believe what I say for others to believe what I say. Mindset is imperatively critical. Branding is about me as the expert I am, my story and how it resonates with others. Pulls people in with story, context, graphic, and pix. Marketing is how I push/promote my products/services via ads, videos, testimonials, etc. People work with people they know, like and trust. Be ready, prepared, and deliver. Eat an elephant one bite at a time…don’t be overwhelmed by the magnitude of everything it takes to build the business…just do one thing at a time and then do the next thing.
