Author Archives: tonyseel

The 3 P’s and 3 C’s of Personal Branding

Today’s Throwback Thursday post first appeared in September 2014 as “The 3 P’s of Personal Branding.”  The 3 C’s have been added and the original post has been updated and revised.

persbrand

How much have you thought about branding for your internet business?   If you haven’t thought about it at all you are missing out on an extremely important element of your marketing.  Personal branding is all about your reputation online and this is something that is massively important for you to build and maintain.  If prospects don’t know, like, and trust you, your internet business will not be successful.

So, how can you maximize your personal brand?  Here are three p’s that I have discovered that show how personal branding works.

The Three P’s of Personal Branding

First, promise.  When people get to know you and your business online they are wondering whether they can trust you.  Good business relationships are built on trust.  To break through their skepticism and initial distrust, you either make and deliver on promises or you become just another piece of the clutter and noise on the internet.

What are the practical steps to building trust?  First, is honesty in everything you do and say.  If your potential customers and clients perceive that you are trying to manipulate them or that you are pursuing a private agenda that doesn’t serve them, they’re gone, never to be heard from again.  On the other hand, if they come to believe that you are there for their best interests, you’re moving in the direction of establishing trust.

Second, communicate often.  Not too often, but enough to establish and grow a relationship.  This is where email marketing gives you such a tremendous advantage.  Through email marketing you can easily communicate often, show that you deliver on your promises, and build trust.

In your interactions with your potential customers or clients, do you deliver valuable content? Do you demonstrate that you get results?  Have you proven to them that you can be trusted?

Second, purpose.  Through your marketing, whether it’s on social media, in solo ads, or some other medium, you are communicating purpose or again, you’re just part of the clutter and noise.  If you’re just part of the clutter and noise, people learn to tune you out or turn you off.  You communicate purpose when you tell your prospects what you can do for them.

“Earn your first $1,000 Online!”  “Lose 5 pounds this week!”  “Find your soulmate tonight!”

What is the purpose of your personal brand?  What is the reason for your business? If you can’t answer these questions, guess what?  Your potential customers and clients are going to be fuzzy on what you’re about also.

In answering the purpose question, you’re answering the “why” question of your business’ existence.  This is also where you can differentiate your business from other businesses in your niche.  That’s an important part of what personal branding is about.

So, what can you do for others?  Why should they pay attention to you?  If your purpose connects with them and they trust you, you’re on your way! (yeah, I like exclamation points!)’

Third, perception.  Everything you do on the internet adds up to how others perceive you. What people think and feel about you adds up to whether they will like and trust you.  So, how are you presenting yourself online?  The way you manage your public persona will determine how effective your personal branding is.  Your personal branding will make or break your business.

How can you find out how you are perceived.  Ask for feedback.  Ask your email list, ask business associates or friends.  If people see you differently than you see yourself, you have a personal branding issue.  The 3 C’s can help you overcome any personal branding issue that you migh have.

The 3 C’s of Personal Branding

The first C of personal branding is clarity.  Be clear in everything you present in your business.  If there is any ambiguity in your business, you’ll confuse your audience and cause them to question whether you can help them.  Be clear about who you are and what you’re about, and you’ll have a much better chance to properly position yourself in the marketplace.

The second C is consistency.  This goes back to promise.  Consistently deliver what you promise, doing so with clarity of purpose, and you will build trust with potential customers and clients.  Communicate with them on a consistent basis, and that will also build trust with them.  Consistency is a bedrock for trust.

Constancy is the third C.  Constancy means showing through everything you do that you are dependable.  Dependability is another bedrock for trust.  Constancy is maintains when everything you do for your personal brand fits together in the way that you have defined your brand.  Once you are crystal clear on your personal brand, you will convey this constantly through every aspect of your business with clarity and consistency.

That’s it, that’s the 3 P’s and 3 C’s of personal branding, and when you are marshaling these forces for your business in a positive way, your bottom line will be growing and you will be prospering.

I welcome your comments and questions, and your likes and shares.

 

In the playground business, it’s called a platform whirl, but you may remember it as the merry-go-round that you push to spin.  It was a lot of fun back in the day, and it still is for children all over the world.  You could spin it yourself while seated on the whirl, with just one leg pushing, or you could hold onto a railing on the whirl, start running, and jump on while hanging on for dear life as the whirl spun around from the momentum that you created!

The more you pushed, the faster it went.  And the more you pushed, the less effort it took to get the whirl moving faster and faster.  Once you get the whirl moving, momentum takes over and less effort is required.  That’s the power of momentum for a whirl, and for your business too.

That’s the flywheel principle and you can apply it to your business for amazing results.

According to Wikipedia, “A flywheel is a mechanical device specifically designed to efficiently store rotational energy. Flywheels resist changes in rotational speed by their moment of inertia. The amount of energy stored in a flywheel is proportional to the square of its rotational speed. The way to change a flywheel’s stored energy is by increasing or decreasing its rotational speed applying a torque aligned with its axis of symmetry,”

A flywheel is a heavy disc that takes some effort to start, but spins easily once it reaches full speed.  Jim “Good to Great” Collins is credited with applying the idea of a flywheel to businesses.  Collins says,

“Once you fully grasp how to create flywheel momentum in your particular circumstance, and apply that understanding with creative intensity and relentless discipline, you get the power of strategic compounding. Never underestimate the power of momentum, especially when it compounds over a very long time. Once you get your flywheel right, you want to stay with it for years to decades—decision upon decision, action upon action, turn by turn—each loop adding to the cumulative effect. But to best accomplish this, you need to understand how your specific flywheel turns.”

Let’s identify the flywheel for your business.

What’s Your Business Flywheel?

What is it that creates momentum for your business?  Is it your blog?  Your email list?  Once you get your flywheel moving, everything in your business should benefit from the momentum that your flywheel is providing.

What is the flywheel in your business that creates movement?  Let’s start with your blog.

Your blog, as I’ve said before, is your showroom.  It’s the place where you display your expertise and serve others by offering them great content that will help them with their lives or businesses.   Hubspot reports that companies with blogs get 55% more visitors than those without blogs.  Your blog can be an important part of your lead generation.

To generate leads from your blog, it’s essential that you have an opt-in form on the various pages of your blog.  Give people the opportunity to connect with you by offering them a lead magnet that inspires them to connect.  Once they’re on your email list, you have the opportunity to start a conversation with them that can grow into a business relationship.  The following chart will help you offer what is of most interest to your target audience to induce them to join your list.

To power up your blog, you need great content about topics that are relevant to your target audience.  Great SEO, including keyword planning, will help people find your great content, and utilizing other means, like social media, to communicate with the masses is another means to help them find you.  SEO, social media, emails to your list, and other marketing strategies can all contribute to building,  the readership of your blog.

The following graphic can help you produce content with the highest customer conversion rate.

Your email list gives you an interested audience for your blog, and hopefully, for your products and services.  Those who have signed up for your email list did so because something you said or did was of value to them.  It might have been your lead magnet, they may have seen something on your blog that interested them, or maybe someone they trust pointed them to you.  In any case, your email list is your best investment for your business.

According to Campaign Monitor, email marketing is the best channel for delivering the best return on investment of any of the channels available to you.  Depending on what study you look at, the ROI for email marketing is 3800% or 4400%.  Either way, that’s fantastic.  If you’re not getting $38 or $44 for every marketing dollar you spend, why is that?

Marketing studies have shown that it can take nine or more “touches” to turn a lead into a customer.  Do you have an automated email marketing campaign that introduces new leads to your business?  Is that campaign getting good opens and click throughs?

It could be that your list isn’t opening your emails, or not clicking through from your emails, or not responding positively to your landing pages.  The first two are easy to track – your autoresponder should give you that information.  The third is a question of how many people are viewing your landing pages and how many conversions you’re getting from those views.

It is estimated that there will be 5.2 billion email accounts this year – how will you influence more of the persons behind those accounts to sign up to your email list?

Here’s one more possible business flywheel that makes your email marketing work and many other elements of your internet business: business automation.  With a blog and email list, you can make money 24/7.  That’s the power of internet marketing automation.  You can automate your email list, social media, and other aspects of your marketing.  Marketing automation can help you build market share by keeping you front of mind with customers and potential customers.  Automate every aspect of your customer relationship management to get the full benefit of internet marketing.

Next week I’ll be posting a full blog post on CRM, so look forward to that.  Unitl then, beef up your blog, enhance your email marketing, and build your internet business 24/7.  Find your business flywheel and get your business moving!

I welcome your comments and questions, and your likes and shares.

List Building: A Key For Your Internet Marketing Success

This week’s posts are focused on list building, an important part of building a profitable online business.  Today’s Throwback Thursday post returns from March, 2014, and it’s the seventh most popular post on tonyseel.com.

One of the basics of internet marketing is building a subscriber’s list. List building is the key to the most profitable way to earn money on the internet. This list is made up of those who have opted into your one-time offer by providing you with their email address. The fastest way to grow your list is through advertising and the best form of advertising that I have used for fast list building is solo ads. There is a downside to solo ads that I will address further down.

Solo ads are purchased from vendors who have built up lists of thousands of email addresses. What is most desirable is to have your one-time offer sent to a list of those who have responded positively to other email offers. You are looking for solo ad sellers who have lists that convert – that is, get you email addresses and sales. You are in business to make some money, aren’t you?

The Big Issue with Solo Ads

The problem with solo ads is that there are skads of poor solo ad sellers. These guys and gals take your money, but you get very little return on your investment. I’ve created a list of the best solo ad vendors that have worked for me and you can have it for free if you’ll email me at support@tonyseel.com.

How to run a solo ad

To run a solo ad, you will need a swipe. A swipe is the email copy that you give to the solo ad provider to send to his or her list. You’ve probably received a few of these yourself and your swipe, including a compelling headline in the subject line, will determine whether or not someone will read your email and subscribe to your list.

Solo ads are purchased according to clicks. Clicks are measured in a few ways, but the most basic is when someone opens your solo ad email or clicks on your ad. My advice to you is start small, buying 50 or 100 clicks. Realize that not everyone that clicks on your ad will subscribe to your list, so your list building will take repeated ad buys.

As I’ve suggested above, not all solo ad sellers are equal. It is good to find a site (like solochecker.com) or a successful internet marketer’s rolodex, that will give you some information on who you can trust and who you should stay away from. Again, you can receive my rolodex for free by requesting it at support@tonyseel.com.

Where are you going to send those who subscribe to your list? You can create a lot of work for yourself by sending them to your personal email address, but there is a much better way. Sign up with AWeber (the company I work with and recommend) and use your account to compile and communicate with your list. You can find AWeber on my Recommended Resources page.
Once you’ve started compiling a list, you will want to follow-up with those who have signed on with you. Follow-up is an art, and it is good to have help with this. My headlines report and advertising course on video are great resources for this.

To make money, grow your list. Grow it with quality leads and you’ll be the one throwing the Gatsbyesque parties! I hope that this is helpful for you. I invite your questions or comments, and your likes and shares.

10 Things Your Competitors Can Teach You About List Building

Leads are the lifeblood of your business. A SalesForce study revealed that “companies that excel at lead nurturing generate 50 percent more sales-ready leads at 33 percent lower cost.”

Without a regular stream of leads, your business will likely fail.  So, what’s the secret to getting the leads that move your business forward?  Read on.

10 Things Your Competitors Can Teach You About List Building

1. Quality is more important than quantity. Understanding your best targeted audience. and how to best reach them will keep your marketing costs down and get you the most sales for every marketing dollar that you spend.  It’s not productive to have a less targeted audience that isn’t buying from you.  It’s exceedingly better to have an audience that is most receptive to your marketing messages and most importantly, your products and services.

2. Your lead magnet must be attractive enough to your targeted audience that they will enthusiastically sign up for your list.

Ryan Deiss of Digital Marketing recommends these questions about your lead magnet:

  • What offers will I make to new leads?
  • How well do these offers convert?
  • How much is a visit to my Lead Magnet landing page worth?
  • How much is a new lead worth?
  • How much is a new sale worth?

3. You need a signup form above the fold on your homepage that will attract attention, share the benefits of joining your list, and compel readers to provide their email address.

4. Turn your “About Me” page into a lead-generating machine.  Brian Dean of Backlinko  putting an opt-in form in the middle of your About Me page and another one at the end of the page.   I’m going to get right on this!

5.  You need a landing page with a high-converting lead generation form.  What is a landing page?  It is a webpage that leads are directed to after they click on a link.  Your landing page is dedicated to capturing leads, or it can be set up as a click-through page as part of your marketing funnel.  Is your landing page converting traffic into leads for your business.

6.  Do you know the LPF technique?  LPF stands for Landing Page Funnel, and it can be highly effective.  Here’s how it works:

A. First, identify the landing pages on your site that convert the best.

B. Design your site to funnel readers to those pages.  Do this by adding links on different pages and posts on your site to drive traffic to your best-converting landing pages.  Michael Hyatt does this, and you can easily do it yourself.  In fact, wander over to his website and see how he does it.

7. Write a guest post for another blogger in your niche.  It’s good to contact them first, and maybe have an idea of what you’ll write for them.  Pitch them one or more ideas and see what they’d like.  Here are some tips on guest blogging:

A. Let them know that you’ll link to your guest post on their website from your website.

B. Promote your guest post on Facebook, Twitter, and the other social media that you regularly use.

C. Respond to comments on your guest blog post.

D. Insist that there be a link back to your blog.  Often this will come at the beginning or the end of the post.  It will look something like this: Tony Seel is an author and the Founder and CEO of Irresistible Influence Marketing.

8. Research your competitors to see if any of them link to content like what you’ve already written.  Contact them and suggest that they link to your content.

9. Is your method for list building fast or slow?  Both can work, but if you want the method for building a list quickly, you are going to have to spend money.  Fast list building happens by contracting with others through solo ad purchases, banner ad purchases, Facebook ads, Google ads, and the like.  Personally, I’ve had most success through solo ad purchases, but I’ve also had some duds that produced very little.  The fast method will cost you financially, but it can also produce some great targeted leads.

The slow method happens through your website and the websites and email lists of those you can partner with.  Here are some slow method ideas for you:

A. Put an opt-in form above the fold on your website.  Depending on how much traffic your website gets and the quality of your content (which generally drives the traffic), this can be an effective, but slow way, to build your list.

B. Use free social media.  Build a Facebook page for your business, and let people know about new blog posts on it.  Share about your new content through Google+, LinkedIn, Pinterest, and/or other social media sites.  Set up your social media pages to lead to your landing page for obtaining email addresses for your list.

C. Contact other bloggers in your niche and cross-promote with them.  Ask them to promote your stuff in exchange for you promoting their stuff.  Note: this isn’t going to work if you have a list of 1,000 or less subscribers and you’re contacting Neil Patel or Ryan Deiss.

D. Take old posts on the same subject and put them together for a PDF that you can offer as a lead magnet.  You’ll have to promote it, but you can do so with tips B and C above.  Make sure the content is good; otherwise, those who receive it won’t get the good impression of your business that you want them to get.

10. Use content upgrade popups.  You may hate them, but they are effective.  Those PDFs that you create from old content can be offered as lead magnets that are specific to blog posts about their topics.  This works like this: imagine that you write a new blog post on traffic generation.  You have some other blog posts that you’ve written on this subject that you’ve put together as a PDF.  At the end of your new post, a content upgrade popup can appear and offer that content upgrade to your readers.

What would you add that has been a powerful means for list building for you?  I welcome your comments and questions, and your likes and shares.