Posted on November 16, 2018 by Lisa Phillips
A modern LinkedIn profile must shift from a resume to a resource.
The goal is to create client-centric profiles to position yourself not only as an advisor, but also as a thought leader and subject matter expert, offering value before the conversation begins!
High level sales efforts supported with marketing are becoming obligatory. According to SiriusDecision, “Buyers complete 67% of their decision making before they contact a sales rep.” This means that they are researching solutions on their own, without engaging the vendor. “It is foundational that you are influencing their decisions, through relevant insights that help form their decision.”
The following article focuses on the new buyer journey that everyone in sales can benefit from.
Sally Jo LaMont on Leveraging LinkedIn to Engage in the New Buyer Journey Based on Powerful Stats
Seven Steps for Turning Views Into Leads
1. Name Your Core Product or Service
2. Identify Your Targeted Prospects
Name ten prospects to begin with. This is a great start!
Use the identities of your prospects to develop your 'Prospect Profile', A.K.A. Customer Avatar. This is who you will be targeting.
Include any pertinent info that defines this person. The key is to be specific. Don't be too broad. Get a clear picture of who your perfect client is. Don't waste time on people who are not really a good fit. Keep this person in mind as you go through all of the following steps to update your profile.
* We’ve provided a worksheet below called Customer Avatar that you can download and use to create your own.
3. Address Your Product Market Fit
* There is a blank worksheet below for you to create your own Product Market Fit as well as an example of what ours looks like.
4. Create your Statement of Value
I prefer this over a Unique Selling Proposition. USP is inherently product centric. Being different is rarely the reason a brand wins.
What makes all the difference in marketing is talking about your product or services’ value after a client has engaged and achieved success using your product or service. That will be infectious and ATTRACTING!!!
Here is the Statement of Value formula:
(Product or Service) enables (Prospect) to experience (Value).
For example, here’s Madheart’s Statement of Value: Empowering CEOs, brands, and thought leaders with the knowledge, support, and expertise needed to replace the pain and mystery of marketing with fun and growth.
5. Have Case Studies on Hand to Share
Case Studies may become a KEY element in your messaging campaigns after you have connected to prospects. They are the single best way a discerning prospect has of quickly qualifying you and your product or service in the evaluation stage of your relationship. This is a critically important component needed to propel a prospect through their journey as a lead in high level service businesses.
What does a simple Case Study look like?
It is a one or two page story of a client you or the company you represent has succeeded with.
It describes the following: PROBLEM. SOLUTION. RESULTS. OUTCOME.
*See an example of a Case Study below.
6. Your LinkedIn Headline & Summary
Once you’ve completed the steps above you’re ready to craft your LinkedIn headline! It follows you around on LinkedIn. You want it to draw your prospects in and motivate them to contact you.
Here’s a good layout for your LinkedIn headline:
[title], [company name] | We help [your avatar] [benefit].
Founder | CEO ~ Madheart Marketing. Empowering CEOs, brands & thought leaders with the knowledge, support and expertise needed to replace the pain and mystery of marketing with fun and growth.
7. Summary – What are you hoping to achieve when a prospect views your profile?
Structure your summary to make it happen.
Taking these steps on LinkedIn is one of the best ways to turn views into leads!
Thanks for visiting!
*Download the Customer Avatar Profile
*Download the Product Market Fit Worksheet (Includes Example)
* A Case Study
Madheart CH Case Study
Posted on June 14, 2018 by Lisa Phillips
‘Creativity is intelligence having fun.’ ~ Albert Einstein
All hail to campaigns that are EFFECTIVE! My personal favorites are those that SPEAK to us. Either to our shared experience of life (professional or personal), or to our quest for knowledge. The winning formula is inherently human-centric while weaving CREATIVITY and INTELLIGENCE together and fueling them continuously.
Lucky for me, marketing creatively effective campaigns is one of my pleasures in life. I love them all… not only the ones that I’m fortunate enough to be apart of, but all brands that attempt this make me happy! The images, copy, and ideas dazzle me. I feel they’re sending me a wink and a nod, and/or a valuable piece of knowledge. Heck, I guess that’s why I often refer to this as commercial art!🎨
When I come upon these types of posts, or emailed newsletters, my response is: I get it! Then, if it actually makes me think (i.e., isn’t completely obvious), I reach out with a t-a-p to open, LIKE, or LOVE. I’ve been inspired to THINK and therefore ACT. Once this occurs, the brand and I are united. We have engagement. I have become or remain an insider and they have become a ‘friend’. So C O O L! Now, it’s up to the brand to continue our engagement through a RETURN PATH.
The Art of Marketing Creatively Effective Campaigns Includes a Path to REVOLVING Engagement.
I find it amusing to hear social media marketers justify analytics showing anemic ROI. I hired a top firm in a specific market niche to partner with me to bring a startup to market. Each month they presented pages and pages of analytics, and pointed to their success at GROWTH in numbers of followers. When I asked about conversion and engagement they explained how the formula is first to address AWARENESS through growth, and then we can look to do something else. 4 MONTHS LATER and several thousands of dollars gone, that growth netted the brand NOTHING. Startups can’t afford this.
NO ONE CAN.
Today’s social media managers aren’t far removed from traditional ad agencies who are pushing one-way messaging. They design posts, then plan and traffic media buys or PPC campaigns based on demographics and broad targets. Neither media managers nor agencies are focused on return paths because it simply doesn’t boost their bottom lines and it requires attention, focus, and customization. All too expensive to manage within an agency. This isn’t a strategy that they can scale with.
Knowing which components need to be a part of creatively effective campaigns is what equips brands with the much needed know-how to launch and fuel growth over and over again!
👑THE QUEEN OF CREATIVE EFFECTIVENESS 👑
Laura Roder founder of MeetEdgar (The Social Media Scheduling Tool That Manages Itself and happens to be an Octopus), never disappoints with her content. I discovered Laura five years ago on social media. I was impressed by her clear articulation and simplification of what I found to be complex. I took her Social Brilliance training course. I still hear the sound of her voice as I author my blogs. Today, MeetEdgar produces an email newsletter that ties to their website, and is jam packed with several individual topics related to marketing and engagement. She streamlines her effort by brilliantly segmenting each topic within the newsletter. She then ‘chunks down’, (one of her favorite suggestions), each individual topic into posts onto all of her social feeds; LinkedIn, Facebook and Twitter. Her newsletters are written in a friendly, oftentimes witty, voice, and she is always topically relevant and generous with her insight! No matter which social channel I’m at when I come across her posts, I find that her content speaks to me. I love that she practices what she preaches! Ya, she is MY queen!
Take a look MeetEdgar’s blog and sign up for her newsletter to see how all of these pieces fit together!
PRE-LAUNCH MARKETING EFFECTIVENESS STRATEGY
Building branding which is worth noticing right into your product or service at the point of conception is optimal. Avoid just slapping on the marketing function as a last-minute add-on. It’s crucial to your understanding that without doing so, you risk being invisible – no matter how much time and treasure you invest after launching. If you take branding into consideration at this early stage you’ll have an easier time marketing with creatively effective campaigns that really work.
Determine a single traffic channel (LinkedIn, Email, Instagram, etc.) to promote your brand out-the-gate and master it before jumping to another. Keep in mind that engagement and the success of any campaign is a product of the messaging. Try A/B testing at this stage.
MARKETING EFFECTIVENESS POST LAUNCH STRATEGY
Are your creatively effective campaigns speaking to your intended consumers?
Today we have a plethora of analytics and data to measure this. Often young brands have little patience for all these numbers, and become intimidated by the mention of analytics.
It’s not enough to just have and know the numbers. You need to know what they mean.
Once patterns emerge, targeted campaigns will turn data into action with meaningful insight! True analysis is data with a plan.
$ THE COST OF CAMPAIGNS THAT FAIL TO BE EFFECTIVE $
Campaigns that fail at creative effectiveness actually harm brands and their founders. They have the opposite effect of inspiring engagement. I find them to be an assault on my senses my while simultaneously insulting my intelligence. Not only are they draining, I move quickly to repulsion and resentment. Wow… strong stuff.
I refuse to let my brand or any of my clients fall prey to the never-ending push to produce more and more content. Creating content that touches our intellect creatively is a gift! In this regard, less is MORE when it comes to producing creatively effective campaigns that fuel engagement because they speak to us!
Let’s Get Social
Twitter | Instagram
Facebook | LinkedIn
To Learn More, Visit Us at MadheartMarketing.com
Posted on February 20, 2018 by Lisa Phillips
If truth be told, is it fair to say that when it comes to marketing your business it sounds great to ‘think about that tomorrow’? If you are like most entrepreneurs and founders, you are knee deep DOING your business and everything else takes a back seat. Especially when it comes to marketing.
But, what if marketing was as much fun and rewarding as DOING your business? What if marketing your business became a part of DOING your business?
What if marketing became synonymous with your BRAND…?
Then would you be willing to think about it today?
How about now?
In light of the fact that we are marketing in The Age of Participation, today is your lucky day, because…
DOING your business can now be THE SINGLE GREATEST WAY TO MARKET YOUR BUSINESS!!!
I call this ~ The Art of Marketing.
Capturing what you do for your business in content while you are doing your business leverages that time and uses it for marketing.
Marketing in The Age of Participation, by Diana Middleton, is a fantastic source that clearly articulates ‘A guide to motivating people to join, share, take part, connect and engage.’
What is The Art of Marketing?
The Art of Marketing takes the pain and mystery out of marketing with effective campaigns made simple. Sounds too good to be true, right? Stick with me and I’ll take you through it.
There aren’t any tricks to this. As a matter of fact, it doesn’t even require a lot of additional work. Done with a bit of forethought and planning this approach may prove to SAVE you time and leverage your existing assets in ways you haven’t even considered – all while immediately fueling significant and measurable growth.
I’m talking about weaving marketing into your daily, weekly, or monthly routine without costing you additional time.
Anthony Robbins uses the acronym, NET: No Extra Time. It’s a great strategy that we’re going to borrow and apply to marketing WHILE doing what you are already doing.
Who doesn’t want to make improvements to their bottom line that SAVE TIME…? In all fairness, there is a learning curve and a bit of fine-tuning to arrive with this NET benefit. However, enlisting in these strategies will not disappoint!
There is also the possibility that, after learning The Art of Marketing, some of those expensive, ineffective, time-consuming strategies you’re currently using can be scrapped! Then, you may find yourself in a NET + game… but, I’m getting ahead of myself.
At the core of a creatively effective marketing campaign that is impactful, inspirational, innovative, and memorable, is passion. Yep, good old-fashioned HUMAN EMOTION. So, that’s where we’re going to dive in.
#1 Rule: Do What You Love!
I’m serious! Do what you love.
If we focus our efforts on doing the things that we love, chances are they will get done with ease, expedience, and perhaps a bit of creativity.
Even the mere thought of the things that we dislike ‘doing’ can expend our energy and begin a cycle of resistance against the idea of doing something laborious …and all the while our minutes continue ticking away.
On the other hand, if there is something that you love to do, all of that energy, thought, motion, and emotion can be moving your project forward into actualization
So…what do you love to do? Does it include any of the following: taking photographs, recording videos, writing, or talking about your business? What about playing an instrument, painting, drawing, calligraphy, or creating digital art?
Try this quick thought-experiment: STOP reading this and search inside. Be honest. Is there any part of you that loves to DO any one or a combination of these?
If your answer is ‘Yes!’, then you’ve just taken the first step in leveraging an existing asset…YOU.
Bottom line: your business needs CONTENT that it creates and owns.
No matter how you choose to ‘get the word out’ about your brand: (web site, social media, direct sales, print, or broadcast), you’ll be using someform of content.
Creating great content is an art well within reach – but without breaking your bank…or back!
Whether you end up crafting the content yourself or employing the assistance of others, there are many ways to go about this. There are freeapps, image and video libraries, DIY content creation demo-videos, and creative -content studios to support any type content creation. The‘doing’ will be a breeze when you realize “I can do this!’ Then enlisting in what makes the most sense for you and your brand is a snap.
For example, are you not only a professional who has built a best-in-class service-oriented business, but also someone who is at ease being a speaker or presenter? Creating a podcast and or videos in which share your knowledge and expertise could effectively serve your clients and industry well while making a personal connection at the same time.
Have you ever considered just how often are you repeating the same ideas again and again to your clients? Could you leverage some of these problem-solving scenarios by featuring these ideas in a monthly newsletter or blog on your business’s website?
Notice that I said ‘serve your clients and industry’…?
Creating and sharing content that is VALUABLE information is generous. People appreciate generosity and tend to remember who they learn something new from.
If these videos are produced with authenticity and relevance, chances are you will grow not only your reputation as a resourceful Thought Leader, but also your Know, Like and Trust factors. (We’ve just further leveraged YOU as a marketing asset!)
Embracing content as the foundation to a marketing strategy in The Age of Participation will best serve in building an audience of FANS who may very well convert into customers. These customers will have an avenue to remain connected to your brand through your content.
Brands that are solely focused on lead-generating, selling, and social media, are ignoring the need for a content marketing strategy and are ill-equipped to own their market share. Here’s a post on that:
What is a Content Marketing Strategy?
As defined by the Content Marketing Institute: “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action.”
If you’re like me, even reading that turns me OFF… what the heck are they even TALKING about? I take issue with a great many marketing articles. I find them laden with misused and confusing marketing jargon that, even after nearly three decades as a marketing executive, I struggle to get through. It’s extremely challenging to sort through all the misinformation for ideas of real value or perspectives that offer real insight
There’s one glaring point in the above definition that I want to address for clarity. It is the need for ‘consistent content’.
The proliferation of this notion has led to outright content pollution and mania…This is simply NOT TRUE and wastes so much time and money!
Decoding the meaning of a Content Marketing Strategy:
Content = Still or moving images, words & graphics
Marketing = Moving goods and services from concept to the customer.
Strategy = A plan of action.
Purpose = Build audience/generate leads/make sales/give fans reasons to ENGAGE.
The content can come in a myriad of shapes, sizes and forms.
The Golden Rules for content are to create bite-sized pieces of GOOD, RELEVANT, AUTHENTIC & RELATABLE material that ties back to your brand. Ultimately, this fuels creatively effective campaigns.
We all know there is a ton of content created for entertainment. But if the content doesn’t relate in some way back to the brand, it will be wasted at best; at worst, your brand will be resented for wasting valuable time and be kicked to the side as DOA.
The Art of Marketing embraces a combination of the best concepts and strategies to market a brand with creatively effective campaigns:
- Embrace Marketing in the Age of Participation
- Leverage Existing Assets
- Do What You Love
- Employ a Content Marketing Strategy
What does participation with your business look like today?
What could it look like?
Let’s Get Social
Twitter | Instagram
Facebook | LinkedIn
To Learn More, Visit Us at MadheartMarketing.com