6. @GoMoMarketing
+ 70% of what we learn is consumed by storytelling
+ Stories define your unique experience = NO COMPETITION
+ Stories are SHARABLE
+ Stories provide authenticity + credibility = TRUST
+ Your story is your LEGACY
“Those Who Tell The Stories Rule Society.” - Plato
7. The Shift In Consumer Behavior + TRUST
@GoMoMarketing
Digital Marketing is more about SOCIOLOGY and
PSYCHOLOGY than it is about TECHNOLOGY
8. THE 7 MYTHS OF MARKETING
THAT ARE HOLDING YOU BACK
@GoMoMarketing
9. MYTH #1:
MY CUSTOMERS AREN’T ONLINE
@GoMoMarketing
With Over 279 Million
Internet Users In The
US alone,
It’s Safe To Assume…
YOUR CLIENTS ARE OUT THERE
10. MYTH #2:
I DON’T NEED A WRITTEN STRATEGY
@GoMoMarketing
“The time for the map is before you enter the woods.”
11. MYTH #3:
I NEED TO BE A “NATURAL BORN” SALESPERSON
@GoMoMarketing
The Word “Sales” Comes From The Scandinavian Word
Meaning “TO SERVE”
12. MYTH #4:
I DON’T HAVE ENOUGH EXPERIENCE
(aka “I’M NOT READY YET”)
@GoMoMarketing
“The Best Time To Plant An Oak Tree Was Twenty-Five Years Ago.
The Second Best Time Is TODAY!” – James Carville
13. MYTH #5:
SELF-PROMOTION IS SLIMEY
@GoMoMarketing
“You can have everything you want in life,
If you just help enough other people get what they want.”
- Zig Ziglar
14. MYTH #6:
CRITICISM WILL CRIPAL YOU
@GoMoMarketing
“The fear of criticism robs us of our initiative, destroys our
imagination, limits individuality, takes away self-reliance,
and damages us in a hundred other ways.” – Napoleon Hill
15. MYTH #7:
YOU DON’T HAVE THE TIME OR THE RESOURCES
@GoMoMarketing
“If It’s Important To You, You Will Find A Way,
If Not, You Will Find An Excuse”
16. The 7 Myths of Marketing
@GoMoMarketing
MYTH # 1: MY CUSTOMERS AREN’T ONLINE
MYTH # 3: YOU NEED TO BE A NATURAL “SALESPERSON”
MYTH # 2: YOU DON’T NEED A WRITTEN STRATEGY
MYTH # 4: YOU DON’T HAVE ENOUGH EXPERIENCE
MYTH # 5: SELF-PROMOTION IS SLIMEY
MYTH # 6: CRITISIM WILL CRIPAL YOU
MYTH # 7: YOU DON’T HAVE THE TIME OR RESOURCES
18. THE 7 “P’s” OF THE EXPERT FRAMEWORK
@GoMoMarketing
1. POSITION
2. PERSONAS
3. PROPOSITION
4. PLATFORM
5. PACKAGE
6. PROMOTE
7. PARTNER
19. THE PILLARS OF EXPERT PROMOTION
@GoMoMarketing
• WRITING
• E-NEWSLETTER
• SPEAKING
• PODCASTING
• SEMINARS + COACHING
• VIDEO
20. EXPERTS LEVERAGE THEIR ASSOCIATIONS
@GoMoMarketing
• Obtain membership to professional organizations
• Attend + publicize industry networking events
• Solicit your clients for testimonials
• Look for industry partners to guest blog with
• Participate in online groups and discussions
• Join a committee or board
• If you want referrals, give others referrals
21. @GoMoMarketing
Digital Footprints: A Word Of Warning
An exert from “The Expert Expert”
on the topic of social media:
“It is immensely simple to access anyone’s
electronic media information. Opposition
research can economically and effectively be
outsourced to experts in digging up
uncomplimentary information. Nothing is
immune. Moreover, the use at trial of
inconsistencies, gaffes, and excesses
developed from electronic media almost
always come as a surprise without advance
warning. Beware of the internet.”
22. @GoMoMarketing
CONCLUSIONS:
• Your Life Story + Experiences Have Greater Importance and Market Value
Than You Realize: It’s Time To Share Your Story
• You Are Here To Make A Difference In This World. The Best Way To Do That
Is To Package Your Knowledge + Advice To Help Others
• Sharing Your Advice and How-To Information Can Be Very
Lucrative and Profitable In The Expert Arena
24. Speaker Information
Sabrina Franklin
Principal Strategist
Momentum Marketing
Sabrina@goMomentumMarketing.com
www.LinkedIn.com/SabrinaFranklin
FREE WEBINAR:
AUDIENCE TARGETING
Thursday, JUNE 2nd, 3PM (PST)
Notas del editor
THANK YOU for the invitation
Why I jumped at the chance to speak at FEWA Again – Last time we discussed Brand Strategy
I love the expert market place! – Experts THRIVE with online exposure
I observed a lot of late adopters of technology
A lot of fear of criticism with regards to transparency (and rightfully so)
WHAT I DO?
Digital Strategist + Storyteller: It’s my purpose to help others articulate who they are and how they are of service
TODAY’s OUTLINE + OBJECTIVE
Why being a good storyteller is the key to good salesmanship
7 myths of marketing
How to create a winning brand strategy
TAKEAWAY MINDSET:
We all have a story that the world needs to hear
Building your story around a niche (expert market) will make you rich
LET’S GET STARTED!!!
About Me:
Reluctant to adapt to the shift of online marketing.
I did not start as a marketing blogger, I started out 6 years ago on a personal blog.
I’m a two-time cancer survivor. During my medical battle I had many concerned friends, aquaintances and family members take interest in my journey.
At the time, it seemed that the best way to keep everybody updated with my progress was to create a blog. It started very small: I would post every so often during my treatment milestones and when I felt compelled to share what I was going through and how my outlook was. I created a window into my life and I was surprised at the following it received. People I didn’t know very well and even complete strangers that had heard about my battle took interest in my blog. Post-cancer, I went on a carpe-diem tour of the world. 30 countries in 4 years. I keep everyone updated on my journey and shared my experiences online. The feedback was amazing; I had followers whom lived vicariously through my adventures.
I was probably the last person to connect the dots when it came to parlaying the social media and online skill set I had developed into my career as a marketer. At the time, in 2010, big brands and household names were the only real players investing and developing their online brand and promoting it through social media channels. I worked for an environmental remediation company at the time as their marketing manager and saw an opportunity to spearhead their website development project and to start producing educational articles based upon the FAQ I answered a lot with clients. And so began my journey into digital marketing for business. Almost 2 years ago, I took the leap of forming my own consulting business, helping other companies navigate the internet of things. I called my company “Momentum Marketing” because the scientific law of momentum, stating that mass multiplied by velocity = momentum. For example, a heavy truck moving rapidly has large momentum; it takes a lot to get that heavy truck moving and it would take a lot of force to stop it as well. I took this philosophy and adapted it to my niche of the marketplace; the small business and the independent consultant. Though small, and slow to build momentum, they are more agile and their leanness can make it easier to “get the ball rolling”, so to speak. And so a company was born. I whole-heartedly can attest that one of the greatest tools for gaining leverage in your business, growing your company and showcasing all the elements of your business that set you apart is the utilization of digital marketing. The image and value you offer online serves as a beacon for those who require your services to find out more about you, and as such investing in your “digital reputation” is a smart and essential element of doing business in today’s marketplace.
Despite the wide availability of tools and resources that are at the disposal of business owners, there is still a hesitation of sorts to dive into the internet of things within certain industries. I have been asked to present on the topic of “Leveraging Your Expert Industry Status Online”, which is a broad subject which I will try to cover the in the allotted time frame of one hour, which is no easy task. As expert witness and legal nurses here in attendance can understand, there is wide range of knowledge and experience in this room. Some people here operate businesses involving civil engineering, construction services, while other operate in the field of medicine and document authenticity. Though diverse in skill sets, the commonality is that you all are, or aim to be, authorities in your area of expertise. This presentation was crafted to provide insights as to how you as an expert in your field, can market themselves to a bigger audience and provide social proof and promotion of your qualifications and service offerings. There is no one size fits all approach to marketing. Some of the suggestions I made in this presentation may compliment your business growth goals, while other suggestions may not be applicable to your line of work. I encourage you to take it all in with an open mind. My goal today is to have everyone walk away with a greater understanding of the capabilities and power that digital marketing can provide your business.
It’s said that the human brain can only juggle four thoughts at a time. This presentation covers a lot of ground in a short about of time, but not to worry, a copy of this presentation will be made available to those who connect with me on LinkedIn and for those you opt-in to my mailing list by providing their business card at the event of the presentation, will email you some further resources on the subject. So, let’s get started….
WHY ME? (My Story)
Cancer Survivor + Travel Blogger since 2009
Former “traditional marketer” who connected the dots of the one to many platforms the internet had to offer
I believe that everyone has a story, and it is our stories that unite us and serve as the foundation of what we have to offer the world.
I believe in MINDFUL MARKETING – Being of Service before Sales and being an educator in the online space
WHAT I DO?
Digital Strategist + Storyteller: It’s my purpose to help others articulate who they are and how they are of service
TODAY’s OUTLINE + OBJECTIVE
Why being a good storyteller is the key to good salesmanship
7 myths of marketing
How to create a winning brand strategy
TAKEAWAY MINDSET:
We all have a story that the world needs to hear
Building your story around a niche (expert market) will make you rich
LET’S GET STARTED!!!
About Me:
Reluctant to adapt to the shift of online marketing.
I did not start as a marketing blogger, I started out 6 years ago on a personal blog.
I’m a two-time cancer survivor. During my medical battle I had many concerned friends, aquaintances and family members take interest in my journey.
At the time, it seemed that the best way to keep everybody updated with my progress was to create a blog. It started very small: I would post every so often during my treatment milestones and when I felt compelled to share what I was going through and how my outlook was. I created a window into my life and I was surprised at the following it received. People I didn’t know very well and even complete strangers that had heard about my battle took interest in my blog. Post-cancer, I went on a carpe-diem tour of the world. 30 countries in 4 years. I keep everyone updated on my journey and shared my experiences online. The feedback was amazing; I had followers whom lived vicariously through my adventures.
I was probably the last person to connect the dots when it came to parlaying the social media and online skill set I had developed into my career as a marketer. At the time, in 2010, big brands and household names were the only real players investing and developing their online brand and promoting it through social media channels. I worked for an environmental remediation company at the time as their marketing manager and saw an opportunity to spearhead their website development project and to start producing educational articles based upon the FAQ I answered a lot with clients. And so began my journey into digital marketing for business. Almost 2 years ago, I took the leap of forming my own consulting business, helping other companies navigate the internet of things. I called my company “Momentum Marketing” because the scientific law of momentum, stating that mass multiplied by velocity = momentum. For example, a heavy truck moving rapidly has large momentum; it takes a lot to get that heavy truck moving and it would take a lot of force to stop it as well. I took this philosophy and adapted it to my niche of the marketplace; the small business and the independent consultant. Though small, and slow to build momentum, they are more agile and their leanness can make it easier to “get the ball rolling”, so to speak. And so a company was born. I whole-heartedly can attest that one of the greatest tools for gaining leverage in your business, growing your company and showcasing all the elements of your business that set you apart is the utilization of digital marketing. The image and value you offer online serves as a beacon for those who require your services to find out more about you, and as such investing in your “digital reputation” is a smart and essential element of doing business in today’s marketplace.
Despite the wide availability of tools and resources that are at the disposal of business owners, there is still a hesitation of sorts to dive into the internet of things within certain industries. I have been asked to present on the topic of “Leveraging Your Expert Industry Status Online”, which is a broad subject which I will try to cover the in the allotted time frame of one hour, which is no easy task. As expert witness and legal nurses here in attendance can understand, there is wide range of knowledge and experience in this room. Some people here operate businesses involving civil engineering, construction services, while other operate in the field of medicine and document authenticity. Though diverse in skill sets, the commonality is that you all are, or aim to be, authorities in your area of expertise. This presentation was crafted to provide insights as to how you as an expert in your field, can market themselves to a bigger audience and provide social proof and promotion of your qualifications and service offerings. There is no one size fits all approach to marketing. Some of the suggestions I made in this presentation may compliment your business growth goals, while other suggestions may not be applicable to your line of work. I encourage you to take it all in with an open mind. My goal today is to have everyone walk away with a greater understanding of the capabilities and power that digital marketing can provide your business.
It’s said that the human brain can only juggle four thoughts at a time. This presentation covers a lot of ground in a short about of time, but not to worry, a copy of this presentation will be made available to those who connect with me on LinkedIn and for those you opt-in to my mailing list by providing their business card at the event of the presentation, will email you some further resources on the subject. So, let’s get started….
WHAT I DO?
Digital Strategist + Storyteller: It’s my purpose to help others articulate who they are and how they are of service
TODAY’s OUTLINE + OBJECTIVE
Why being a good storyteller is the key to good salesmanship
7 myths of marketing
How to create a winning brand strategy
TAKEAWAY MINDSET:
We all have a story that the world needs to hear
Building your story around a niche (expert market) will make you rich
LET’S GET STARTED!!!
About Me:
Reluctant to adapt to the shift of online marketing.
I did not start as a marketing blogger, I started out 6 years ago on a personal blog.
I’m a two-time cancer survivor. During my medical battle I had many concerned friends, aquaintances and family members take interest in my journey.
At the time, it seemed that the best way to keep everybody updated with my progress was to create a blog. It started very small: I would post every so often during my treatment milestones and when I felt compelled to share what I was going through and how my outlook was. I created a window into my life and I was surprised at the following it received. People I didn’t know very well and even complete strangers that had heard about my battle took interest in my blog. Post-cancer, I went on a carpe-diem tour of the world. 30 countries in 4 years. I keep everyone updated on my journey and shared my experiences online. The feedback was amazing; I had followers whom lived vicariously through my adventures.
I was probably the last person to connect the dots when it came to parlaying the social media and online skill set I had developed into my career as a marketer. At the time, in 2010, big brands and household names were the only real players investing and developing their online brand and promoting it through social media channels. I worked for an environmental remediation company at the time as their marketing manager and saw an opportunity to spearhead their website development project and to start producing educational articles based upon the FAQ I answered a lot with clients. And so began my journey into digital marketing for business. Almost 2 years ago, I took the leap of forming my own consulting business, helping other companies navigate the internet of things. I called my company “Momentum Marketing” because the scientific law of momentum, stating that mass multiplied by velocity = momentum. For example, a heavy truck moving rapidly has large momentum; it takes a lot to get that heavy truck moving and it would take a lot of force to stop it as well. I took this philosophy and adapted it to my niche of the marketplace; the small business and the independent consultant. Though small, and slow to build momentum, they are more agile and their leanness can make it easier to “get the ball rolling”, so to speak. And so a company was born. I whole-heartedly can attest that one of the greatest tools for gaining leverage in your business, growing your company and showcasing all the elements of your business that set you apart is the utilization of digital marketing. The image and value you offer online serves as a beacon for those who require your services to find out more about you, and as such investing in your “digital reputation” is a smart and essential element of doing business in today’s marketplace.
Despite the wide availability of tools and resources that are at the disposal of business owners, there is still a hesitation of sorts to dive into the internet of things within certain industries. I have been asked to present on the topic of “Leveraging Your Expert Industry Status Online”, which is a broad subject which I will try to cover the in the allotted time frame of one hour, which is no easy task. As expert witness and legal nurses here in attendance can understand, there is wide range of knowledge and experience in this room. Some people here operate businesses involving civil engineering, construction services, while other operate in the field of medicine and document authenticity. Though diverse in skill sets, the commonality is that you all are, or aim to be, authorities in your area of expertise. This presentation was crafted to provide insights as to how you as an expert in your field, can market themselves to a bigger audience and provide social proof and promotion of your qualifications and service offerings. There is no one size fits all approach to marketing. Some of the suggestions I made in this presentation may compliment your business growth goals, while other suggestions may not be applicable to your line of work. I encourage you to take it all in with an open mind. My goal today is to have everyone walk away with a greater understanding of the capabilities and power that digital marketing can provide your business.
It’s said that the human brain can only juggle four thoughts at a time. This presentation covers a lot of ground in a short about of time, but not to worry, a copy of this presentation will be made available to those who connect with me on LinkedIn and for those you opt-in to my mailing list by providing their business card at the event of the presentation, will email you some further resources on the subject. So, let’s get started….
Stories and the art of storytelling play a major role in content marketing today. Not all brands realize the importance of unearthing their core story and learning to tell stories in ways that endear new fans and motivate advocates. In case you need even more reason to learn to weave an effective narrative throughout your marketing efforts, here are seven reasons storytelling is important for branded content. Experiences leave lasting impressions. They go far deeper than facts, figures or features. And by creating a story-based experience, you cause your audiences to walk away with an impression of your brand that doesn’t rest on the precarious edges of their minds but sits deep in their hearts
STORY TELLING
Since the dawn of day—and I’m talking the prehistoric past—stories have existed as the tried and true means of communication. Studies have proven that 70% of what we learn is consumed by storytelling.
Chances are that if you have an innovative or unique offering, it’s not going to be innovative and/or unique very long. Any amount of success will generate copycats. But what they can’t copy is who you are. What’s your origin story? Where did your brand come from, and how has that shaped your product or service? When your facts, figures and features are in line, your story can set you apart from the competition.
There’s nothing more mind numbing than hearing or reading a bunch of facts and figures. And anyone can recite numbers to an audience. A true marketer will weave a story around the information to create meaning for the audience.
“Having the data is not enough. I have to show it in ways people both enjoy and understand,” Hans Rosling said. Rosling is well known for the ways he has spun compelling stories around massive data sets. What would otherwise be mundane statistics becomes a gripping narrative with valleys and peaks that keeps interest piqued throughout. Strong visual elements and impassioned narrative elevate the storytelling experience
You are what Google says you are. If you get this, then you get the importance of building your personal brand online.
Your potential boss, classmates, investors, and future mother-in-law have access to more information than you would willingly share. So we search. First on Google. Then Facebook and every other social media site known to man and Android.
What we find—not what you tell us—will form the basis of our first impressions. Gone are the days when eye contact, a firm handshake, and a smile are enough to pass the seven-second test. While we still make snap decisions, the human brain is rewiring to care less about verbal and nonverbal cues from face-to-face interactions.
Benefits of Planning Your Marketing
With a good marketing plan, you’ll have an action plan that you can implement knowing that it is aligned with your business goals. You’ll have done the work of identifying your target market, refining your message, and deciding what are the appropriate social networks for your business. You’ll have set clear goals and identified the objectives, strategies, and tactics to reach those goals. You’ll also have chosen the appropriate metrics to help you track your progress. In short, rather than just engaging in marketing activity that lacks focus, you’ll be working strategically.
Perhaps the biggest benefit of preparing a marketing plan, though, isn’t just the finished plan. Through the planning process, you will also have engaged in a valuable process of thinking through important questions related to your business. This will serve you well as you encounter the daily challenges of running a business. You could launch and run your business without a marketing plan, but why would you want to?
CYBER- FACE
Gone are the days when eye contact, a firm handshake, and a smile are enough to pass the seven-second test. While we still make snap decisions, the human brain is rewiring to care less about verbal and nonverbal cues from face-to-face interactions.
BLOGGING
As Tom Peters first wrote in Fast Company magazine, your most important job is to become the head marketer for the brand called YOU. And today, more than ever, that brand must be built, marketed, and sold online.
STORY TELLING
Since the dawn of day—and I’m talking the prehistoric past—stories have existed as the tried and true means of communication. Studies have proven that 70% of what we learn is consumed by storytelling.
TRUST
It takes a lifetime to build a good reputation but only a second to destroy it. Actions, attitudes, and values must be believed. “Fake it until you make it” might have worked in the past, but information is too easy to come by these days.
SELLING IS HUMAN
The first step in building your brand is believing in yourself. Ask any professional pitch man what the key to selling is and you’ll learn that it’s belief in the product. Look in the mirror—at you—and think about what you see.
If you do not believe in your brand, how do you expect anyone else to buy in?
It’s a matter of coaching and confidence. As you learn more about YOU, you feel better prepared to go to market with your skills, talents, and expertise, all of which make up your dramatic difference.
Ditch the Sales Stereotypes:
Do me a favor and picture the slimiest of salesmen in your head, with all the stereotypical slimy-salesman characteristics you’re afraid of. He can have a megaphone for a head, two mouths instead of ears, and a set of steak knives at the ready.
Got that picture? Now, say goodbye to him. Wave. Tell him he’s not welcome here, ever. Watch him go, dejected, while you shake your head and smile.
STOP CALLING IT SELLING
Be bold. Be a disrupter. Create your own game by being a contrarian.
Be transparent and authentic with a caveat.
- Find the balance of disclosure that works for your business.
- Be methodical and deliberate in how you approach marketing
- TAKE CALCULATED RISKS