Category Archives: Marketing

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.

Profiting From The Podcast Explosion

Today’s Throwback Thursday post was first published in June, 2014 and it is still true.  Consider the following infographic from Concordia University:

Podcasts are hot and now is the time to enter what is largely an untapped avenue for internet marketers.  Podcasts are downloadable short audio files that are profitable for a number of producers who have entered this market, according to Cecilia Lang of the Washington Post.  People want audio content and podcasts are a great way to provide it.

what_is_podcasting

Apple reports that podcasts through iTunes has reached 1 billion subscribers.  Podcasts have been around for over ten years, but observers have recently seen a significant uptick in their popularity.

“It’s sort of a renaissance. Podcasts are in vogue,” says Todd Cochrane, chief executive of RawVoice, a podcast data research firm.  Rawvoice tracks 20,000 podcast shows and they document that unique monthly listeners have tripled in five years from 25 million to 75 million.

Shane Michaels reports that “More than 500,000 new users sign up for iTunes podcasts each day, and it is a fantastic way to reach people everywhere they are—in the car, while exercising, at home, and even at work.”

“It’s spreading like wildfire,” says John Lee Dumas, the host of “Entrepreneur on Fire,” a popular business podcast now on its 738th episode.

New York magazine reports that podcasting has become “a mini industry.”  They call this “the golden age of podcasting.”  Podcasts are becoming a popular alternative to radio listening for commuters as  Android Auto and Apple CarPlay have made podcasts more accessible in automobiles.

Edison Research reports that 39 million people in the U.S. listened to a podcast in October, 2013 which was the highest number ever recorded.  It’s even higher now.  Edison Research also reports that 15% of Americans have listened to a podcast in the past month, which is up from 9% in 2008.

Weekly-podcast-users-

This is a trend that you can profit from, but the question is how?

First, as with other avenues into internet marketing, you need to chose a niche.  What niche is it that you can provide valuable content that others will be interested in purchasing?

Second, set up a subscription service.  You may want to read or reread my post on micro payments.  This is a viable way for you to profit from podcasts.

Here’s a great article on Mashable about 9 Successful Techniques for Making Money from Podcasting.

 

A New Look at Facebook Trends

 

Facebook continues to make changes, but what trends in 2016 and 2017 continue into 2018 that will translate into areas that you can use to grow your business this year?

Top 10 Trends for 2018

1. Facebook continues to be the most widely used social media platform, which means that using Facebook for marketing gives you the largest potential audience.  Based on total population, not just internet users, 68% of U.S. adults are on Facebook, which makes Facebook a great place to promote your business, if you want to reach Americans.  With 400 new sign-ups a minute, Facebook continues to grow, and your potential audience on Facebook gets bigger by the minute!

2. There are 2.072 billion monthly active users on Facebook. Facebook reported that in the third quarter of 2017, “1.37 billion active users visited the social network on a daily basis.”  This number is down from 1.6 daily visitors in 2016.  In 2017,  “daily active users accounted for 66 percent of monthly active users” [source: Facebook], while 76% of Facebook users visited the site daily during 2016, compared to 70% of daily usage in 2015.  By the third quarter of 2016, monthly active users had climbed to 1.79 billion according to statista.com.  Growing number of users means a great audience for your social media efforts.

2.  Omnicore reports that “More than 83% of Facebook daily users are outside the US and Canada the number has grown from 75% in previous year which goes on to show the increased growth in rest of the world.”

22% of the world’s total population uses Facebook.  According to Zephoria, worldwide monthly users has increased 16% year to year.  In Europe, there are over 307 million people on Facebook, according to Search Engine Journal.  Total daily usage is over one billion people.

3. According to Statistica, Facebook users are 52% male and 48% female.  The age demographics breakdown this way:

82% percent of 18 to 29 year-olds online use Facebook
79% of  30-49 year-olds online use Facebook
56% of online users ages 65 and up use Facebook

Does any of that fit your target market?  If so, Facebook is the place for you to be.

4. Not only is Facebook available in 101 languages, there are over 300,000 users helping other users in translation.  USA Today reported in 2016 that “More than 1 billion of the 1.7 billion people who use Facebook speak a language other than English.”  In 2010, 52% of Facebook users were English speakers.  By 2016, that figure changed to less than half of Facebook users.  If English is not your first language, there may be a sufficient amount of users in your native language to target for your business.

5. Over 50 million businesses use Facebook Business Pages.  Once you’ve created your Facebook business page (and here’s a five easy and free step guide on doing it), you’re ready to promote your business with your business page.  Your Facebook business page can be an important resource for you for gaining email subscribers and sales.

6.  According to DMR, 4 million businesses use to Facebook for advertising.  70% of those advertisers come from outside the U.S. That’s a lot of competition which means that you need great ads to cut through the clutter.

7. Facebook’s total revenue grew 56% in 2016, and advertising revenue grew 59%.  79% of that advertising came for mobile ads.  Are your ads mobile-ready?

8. There were 1.66 billion active mobile users on Facebook in September, 2016, according to Zephoria. Almost 80% of time spent on social media platforms happens on mobile, so your ads better be mobile-ready.

9. 100 million hours of video content are watched on Facebook daily. Video is huge, and your use of video will help you to establish your brand in a powerful way.  Cinemagraphs are a great way to stand out from the crowd (see my recent post on cinemagraphs below).

Cinemagraphs and animated GIFs absolutely kill still photos, but I haven’t yet seen data on split-testing between cinemagraphs versus video.  This is the impact of cinemagraphs, according to Flixel:

“Social ads that used cinemagraphs led to significantly higher increases in engagement on social media. On Twitter, Microsoft advertisements that featured cinemagraphs targeting SMBs saw an increase of 110% compared to the 1.96% increase in engagement generated by advertisements using still photos. The effect was felt on Facebook, too; engagement rates increased by 85% with cinemagraph social ads, versus the 0.83% increase on still image ads.”

10. There are estimated to be 83 million fake Facebook accounts.  The New York Times reported about Facebook, Twitter, and Google:

“Jonathan L. Zittrain, who studies the internet and society at Harvard, said the companies are reluctant to aggressively purge bogus users and deceptive content because of their business model, which is built on signing up more and more people.”

Even so, there are over two billion real Facebook accounts, which makes Facebook still the 800 pound gorilla for social media marketing.

If you need help with your marketing on Facebook or elsewhere on social media, check out my 96 Amazing Social Marketing Tricks.

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