Recently I was asked to map out a campaign that focused only on brand awareness – not necessarily on selling a specific product or service. These are different from the ‘normal’ campaigns I create for my clients that are all about driving sales, but they are no less important to your overall business success. Here are 6 of my favourite ways to drive brand awareness.
Understanding that almost 70% of buying decisions are influenced by a customer’s experience with your brand, what can you give to existing ‘raving fans’ that will encourage them to share your content and share their experience of working with you? Everyone wants to buy from someone whom everyone else likes. That is why testimonials and referrals are so very important.
It can feel counter-intuitive to ‘give away’ your best content. I remember my business coach reprimanding me for “giving away my intellectual capital” as recently as 2012. But in a world where collaboration is not only appreciated, but expected by your customers, you absolutely have to be open to sharing your brilliance with both people who pay for it with money, and with people who offer other things of value. Sometimes the best ROI is simply getting a truly warm lead. After all, the person reading the blog already has a relationship with the blog owner, and you are being ‘featured’ as an expert they trust. Sounds more like a hot lead if your content is right!
Don’t forget to publish on LinkedIn regularly as well.
Where guest blogging assumes you are reaching a ‘warm lead’ audience, submitting articles to appropriate trade magazines online and offline gets a different kind of attention and offers immediate credibility.
It sounds so simple, doesn’t it? “Make some thing compelling and shareable” How hard can it be? Well, it can be very challenging, but it also one of the top tools being used by business today. And yes – to explain how to do it well, here’s a link to an infographic on creating infographics…
Again, along the line of collaborating via guest blogging, you can agree to work with other non-competitive brands in ways other than writing. Speaker summits, guesting on a panel, speaking at a conference etc. are all popular ways to keep your brand in front of your target client’s eyes.
This is one of my absolute favourites. What can you create where people will submit their photo / question / video / or whatever, and have others vote on it to move it forward in a competition? This concept works brilliantly for musicians and artists. As a speaker, what could you do?
A well designed content will encourage participants to share their content so their followers vote them forward for a chance to win your awesome prize. They get visibility, and of course, so will your brand. One note – make your service offerings very clear in the prize itself so your target audience takes notice of both you and the person sharing the content.
What else have you done to bring brand awareness to your business? Share below!Read More...
I came from the corporate world, and I watched “the suits” parade around in perfect business attire. I perceived them to have an air or authority, or ‘aloofness” that I strived to emulate. When I entered into management some 25+ years ago (shhh – don’t tell) I was strongly encouraged not to form attachments or to get to know my staff, because “disciplining them later was going to be hard if we were friends”. So, I maintained that aloofness and ended up developing a reputation among my staff as being unapproachable. (Me – are you kidding!?) My superiors at the time applauded my management style and my ability to keep myself separate from the people I managed. There was no authenticity in that person I was told to portray.
I have learned so much over the last 25 years, and management (leadership) has evolved so much since then. Marketing and branding has evolved as well, and I am thanking God for that.
Authenticity is the new queen. Today we care who the person or company IS with whom we are doing business. We care what they believe, what they stand for, and we, as consumers, have the right to know who is steering the ship. We want all the professionalism and the results (and we have a right to demand that) but we ALSO want to enjoy our experience with the company. Today’s leading companies do not simply sell a product or service well- they create a memorable customer experience.
As I pointed out in my post about using storytelling to enhance your brand, we need to move beyond the traditional marketing of service, product, experience, expertise and distribution and showcase US. What we think, what we embrace and what we stand for as a business. We need to be real and showcase our authenticity.
I had an attitude altering moment early on in my business. I had a business advisor say to me “Lauren, you have a lovely smile – why not let your clients see it now and again”. As a business owner, I fell right back into the “aloofness” that labelled me so many years ago. No more I say, I let my humour out, I share my beliefs, I show the ‘real’ me. And you know what – I attract people as clients that I love to work with.
As strategic and ‘down to business’ as I am when I am working in marketing plans and brands, I have a goofy, fun loving side as well. I am more than a bit of a ham and a ‘smart ass’. I am fast with the sarcasm (as long as it does not hurt feelings), I have a strong faith and I love wine and coffee. I am who I am and THAT is my unique differentiating factor in my brand. Lots of people can work with speakers. Lots of people get great results. There are a multitude of marketing agencies out there. What will make you choose Pibworth in the end? The knowledge that we WILL provide all the results you are looking for – AND that you will have a great time while we do it.
It matters to me. It matters to your friends and family. And it matters to your customers. Go out and be amazing today!Read More...
Lately I have had brands on the brain. Usually I talk marketing here, but I am feeling the need to get back to basics.
If you are a regular reader of this blog, that statement should not be news to you, but what I am finding more and more is that the way we EXPRESS our brands is changing. You see, we are flooded with options, and more and more our “distinctiveness,” or our “unique selling proposition” (USP) is really not so unique. I believe that the ways we differentiate ourselves from the competition can really be boiled down to these essential elements:
Traditionally we have mixed, matched and combined these elements to create what us uniquely ‘us,’ but when you take a hard look at them – ALL of these fundamental elements are capable of being reproduced by your competitors. That worries me.
With so many competitors in the marketplace, it is a simply matter of time before someone copies your customer service philosophy, your delivery method, or even your unique service idea. What if there was another element we have overlooked? There is – and as a Speaker, that element is YOU!
Okay, so if ‘we’ become the brand, how, then, do ‘we’ express it? I believe that the best way is to tell your story. How did you fall in love with the business you are in? What happened in your life that makes you uniquely qualified to share this message? Why is your delivery of this message different? And most importantly – why should we fall in love with you? You know, THAT is the ultimate selling feature. Realistically all the things that we can ‘do’ for someone are easily copied. But when we have a real relationship with our clients, when they know us and love us – we have their loyalty.
The ‘know, like and trust’ factor is not news either, but the idea of using storytelling to express is seems to be a growing trend in business. Over the next few weeks we will delve deeper into this concept and explore how YOU can integrate it into your business and your marketing.Read More...
While basking in the sun this Christmas holiday, I read an amazing book by Bob Gilbreath, called “The Next Evolution of Marketing”. His main focus was how “Interruptive Marketing” was dead and was being replaced with “Marketing with Meaning”. I define Interruptive Marketing as the kind of marketing that forces you to stop doing whatever you were doing, to listen to / read / see the marketing message they are sending (TV commercials, print advertising, direct mail and telemarketing) Marketing with meaning (in a small nutshell) occurs when people choose to engage with you in exchange for something they perceive as valuable. Meaningful marketing means the marketing itself adds value to people’s lives, whether or not they immediately buy what you are selling. I found the concept fascinating. I am tired of being sold to and I know my clients (and yours) are tired of it too. So, what do we do about it?
Now, this book was all about big brands, and specifically brands that sell a physical product. Pibworth’s speaker or coach clients usually don’t rely on selling products to drive their business, they sell services. In essence – they sell themselves. So I got to thinking, how could I take some of the ideas for selling products as presented in this book, and adapt them to my service selling solopreneurs? How could you benefit from my reading time on the beach?
I came up with the idea for a “Marketing with Meaning for Speakers and Coaches” blog series. Subscribe to our rss feed or pop back weekly to get your tips on how entrepreneurs like speakers and coaches can implement this principle.
So, you are in for a rather intensive few weeks, but I will do my best to keep it interesting, relevant as well as entertaining.
Seth Godin posted a great blog recently called Avoiding “I’ll know it when I see it” http://sethgodin.typepad.com/seths_blog/2012/11/avoiding-ill-know-it-when-i-see-it.html
He raised some very good points, but I’d like to add to his ideas. In addition to creating boundaries, asking for benchmarks, and describing the assignment – don’t forget the language differences that can arise.
It is important to recognize that when speaking to a client about graphic design or branding, or even marketing in general, it is quite likely that you and your client are speaking two separate languages. Just as wine has its own language, so does design! The same red wine can be described as “dry and leaving a weird taste in your mouth” and also as “richly full bodied, with a lingering finish reminiscent of spiced leather.” The descriptions come from two different tastes, perceptions, and abilities to describe those perceptions. A client’s idea of the colour red may range from candy apple to burgundy. It is our job to figure out which it is.
As the leader in the design process, it is my job to ask clarifying questions, restate what is said, and keep the ‘jargon’ to a minimum. I know my job is to please the client by sing my graphic designer’s talents to create a product that achieves their goals – but it is also my job to ensure a pleasant experience during the design process. I can ease the stress of translating what they envision into the final product by taking the time up front to clarify language and explain the concepts before they are presented. A little considerate communication in the beginning makes the whole process easier and happier for everyone, especially the client.Read More...
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Lauren truly is service oriented. A positive voice of calm, a strategic marketing visionary, a dedicated provider of value, Lauren is committed to her clients' success 100% of the time.
The PibworthPS team built my new custom website (which I am happy to say has been instrumental in producing increased bookings). I have received several positive comments on the design, and I was impressed by how responsive they were to my ideas and needs.
I was looking for a marketing-savvy team to help create a new website around my rebrand. I thoroughly enjoyed the process of working with her designer, Caley. Even though we never met in person, communication was fluid and seemed effortless. Lauren and her team not only made it happen but made it better.
Lauren Pibworth is a consummate professional who knows the art and craft of website design and marketing. She is an exceptionally good listener and “translator” of my thoughts and ideas, which allows me to then benefit from her expertise and end up with a professional website that looks and sounds like me.
Lauren and her team jumped in immediately when we had issues with our previous providers. They ‘fixed’ a broken membership site and sales funnel – and built a second membership site which we now sell as an addon in our keynotes.
We have found them to be responsive, and easy to work with.