Tuesday, June 13, 2017

How To Craft An Irresistible Elevator Pitch (& Deliver It Like A Pro)




If you could have a blockbuster movie trailer created about you, what would you want it to say? That’s essentially your elevator pitch. Career coach Jenn Dewall explains, “an elevator pitch is a brief summary explaining who you are, and it’s a way to get to know someone in a professional way.” An elevator pitch is quick, “no longer than 60 seconds. No one will pay attention to anything longer than a minute.”
Although we’re talking mere seconds, a well-crafted and expertly delivered elevator pitch could be the difference between getting a job or not, or securing a new client or not. If you can speak confidently and eloquently about who you are and what you offer, you’re leaps and bounds ahead of the competition.
Here’s how to craft, and deliver an elevator pitch that will get you noticed.
STEP 1: Determine your goals.
“Figure out what’s important to you and what you want to achieve by presenting your elevator pitch,” says DeWall. “The #1 thing to remember about an elevator pitch is that you’re offering yourself as a solution to a problem that needs to be solved.” HOW are you the solution? In addition, ask yourself these three questions: 
  1. What do I want to convey?
  2. What’s important for my audience to know about me?
  3. What do I want my audience to remember about me?
STEP 2:  Identify how you want to be remembered.
DeWall recommends thinking about this question: “What accomplishments, skills, and strengths do you want to highlight about yourself?” You don’t have enough time to recite your entire work experience, or all your interests and skills, instead focus on the highlights, and the things you enjoy talking about most.
STEP 3: Draft your pitch.
“Actually write it down. Take it outside your head,” says DeWall. “Writing your elevator pitch on paper helps you take all your words and ideas and put them into a simple sentence structure.” It should be no more than 5-6 sentences to ensure it’s less than a minute. As DeWall notes, the goal here is to have it be “quick, but still with some room to leave your audience curious about who you are.”  
STEP 4: Know your audience.
Your elevator pitch should be personalized for your audience, similar to how you’d tailor your resume for specific jobs. DeWall recommends thinking about the 2-3 audiences you interact with (ex: companies, clients, potential clients) and personalizing your pitch to each specific audience. Essentially, “different things for different people.”
STEP 5: Make sure you’re not giving everything away.
“Think about a powerful way to intrigue your audience,” says DeWall, “leave people wanting to know more about what you do and how you do it.”  

Saturday, June 10, 2017

8 Mistakes That Immediately Make You Look Like a Social Media Newbie

If you're making any of these mistakes on social media, your brand will app


When being used casually, social media can and should be implemented in any way you want it to be. Social media is supposed to be fun, a form of self expression, and a medium with no limits.
If you're a casual user, it's okay if your profile picture is a cartoon drawing of Harry Potter or John Wayne. If you haven't posted an update in over two years. If you share five cat photos and seven Buzzfeed recipe videos per day.
But here's the thing: If you're looking to drive business results on social, there are rules you've got to follow to be successful and relevant.
Here are eight common social media mistakes to avoid that will make you look out of touch in the eyes of your audience:

1. Irrelevant hashtags.

Hashtags are meant to aid in the discovery of your content--so it makes no sense to include hashtags no one else would search for. The only exception would be if you're creating a campaign to popularize the hashtag you're using.
Stop using hashtags like #WalmartIsWhereIGoToGetMyCereal or #UncleBenIsMyFavorite or #MyBusinessIsSoAwesome. No one will ever search for or use them unless you've told them to.
Instead, use hashtags that will enable you to get discovered by other accounts similar to your own or your target audience.

2. Outdated photos.

If you've completely switched up your appearance since you last updated your profile photo, it's time for a change. Having pictures that are ten years old will make you come across as inauthentic to your audience.
Profile pictures are meant to show the true you. If you grew a beard two years ago and still have it to this day, let your profile picture represent that.

3. Automated DMs on Twitter.

It's difficult to think of anything more spammy than automated Twitter DMs sent to you after you follow another account.
2-3 years ago, this strategy was borderline genius. Today, more than ever before, people want to connect with other people. An automated message sent through an otherwise intimate medium is the exact opposite of the human interaction you seek as a consumer.

4. A lopsided follower/following ratio.

If you're a brand or an influencer, it doesn't look good when you're following ten times more people than are following you back.
While numbers aren't everything, remember that it's human nature for people to always look for shortcuts. One of those shortcuts is social proofing: Seeing a person who has 20,000 followers and is following only 200 indicates they must have something of value to share with their audience.

5. Corny word art or stock photography.

How many times have you scrolled through and seen a header photo for a blog post or a thumbnail for a YouTube video that looks like it was made in 1996? If you're active on social media, this probably happens to you every day.
Use this rule of thumb when it comes to selecting a stock photo: If it looks like it could be in a school textbook, don't use it.
If you just can't tell the difference, ask a friend or loved one you trust if the photo looks corny or not.

6. Your last post was a year ago.

This is fine to do if you're not invested in a certain platform. For example, if you are focused solely on LinkedIn, it doesn't matter that much if your last tweet was from two years ago.
Just remember, if you're going to do something on social media, do it right. Don't half ass anything or you'll risk appearing out of touch. If you're investing time into LinkedIn or any other platform, be sure to post and engage on a regular basis.

7. You force trending topics into your posts.

Nothing looks more cheesy and self-serving than brands trying to take every single trending hashtag and relate back to themselves.
Don't do it.
If you're a popsicle company, don't try and force "LeBron James" or "Kendrick Lamar" into every one of your Tweets just because they're both trending on Twitter (unless, of course, you can do so in an extremely clever, seamless way).
Never force the issue. If you do, you'll look unoriginal and just plan bad in the eyes of most viewers.

8. You post too much irrelevant content

If you're trying to build a presence online, your audience is following you for a very specific reason. If you're a fitness entrepreneur, chances are your audience looks to you for fitness advice -- not for ten-paragraph political monologues.
It's okay, even beneficial, to show another side of yourself every once in a while unrelated to your business. That being said, you should use these opportunities sparingly and focus on providing your audience with the content they came to you for in the first place.

Tuesday, May 30, 2017

Old Marketing Habits Don't Work Anymore; Here Are 4 Modern Tactics You Need





Marketing is no longer "arts and crafts." Strengthen your plan with these four tactics.

If you took a marketing class in college, you probably remember the four Ps of marketing. When I was an undergrad, these four words were burned into my brain: Product, Price, Promotion, and Place.
Most modern marketers recognize this formula is outdated, focusing too much on the product and not enough on the customer. But in addition to this lack of customer focus, it entirely misses another P: Plan.
In a survey of small businesses, Intuit Quickbooks found 65 percent of owners admitted wishing they spent more time and money on marketing, and 67 percent wished they had written a better business plan when first starting out.
To actually make money, you need a customer-centric plan. With this, you can keep your budget in check, track your progress, and optimize your strategy.
A modern marketing plan needs to include answers to these four questions.

1. Who are you talking to?

Customers come first; without them, you don't exist. Get to know them, learn their needs, understand their concerns. How do they consume information? Where do they search for solutions? Why do they make purchases?
At my company, we've learned a lot about our customers. How? Through feedback from our customer service reps, customer surveys, purchase data, simple Google searches about their businesses, and by looking at who engages with us on our social media channels. A business's Facebook or Twitter profile can tell you a lot about what matters to them.

2. What are you saying?

These days, there's a startup for almost everything. For example, mysubcriptionaddition.com features over 300 "Food" boxes. How do you differentiate yourself in such a crowded market?
Let's look at three of the big ones -- Blue Apron, Plated, and Hello Fresh. They all provide the exact same service. Even my local grocery store sells pre-measured meals. What makes them different?
Plated emphasizes the ability to customize a subscription. Blue Apron is eco-friendly and sustainable. HelloFresh is all about the love of cooking.
You need to do competitive analysis to learn how you stack up against your competition, and then tailor your message (and product) based on the results. You must make yourself different in a way that's sustainable. Simplify this message, and then write it down.

3. Where do you say it?

Once you have your customer-focused market positioning and messaging documented, you're ready to choose your channels and map your resources accordingly. You might use social media, digital (or print) advertising, email, or local events. Since you know your customers so well from your earlier research, you'll focus on channels they use.
My company's customers aren't very active on social media... except for Facebook. They're all over Facebook. When we first started marketing on social media, we promoted content on Twitter, LinkedIn, Google+, Pinterest, and Facebook. But we've gradually adjusted our strategy to make it more effective. You'll need to do the same.
Chart out who will manage which channels, tasks, and programs. And be realistic with your budget -- you need to invest to see results. But watch what you spend.

4. How do you know it works?

As well-researched as your marketing plan is, you'll never really know what works until you try it. You need to set growth targets and track your results. Once you collect data, use it to optimize your marketing plan.
If you don't track your performance, you'll never know if your marketing is effective. Don't bring back the subjectivity of the "arts and crafts" days of marketing.
To learn what resonates with your audience, A/B split-test different versions of your work and track some of these data points:
  • Open, click-through, and conversion rates
  • Length of the buying process
  • Which channels have highest ROI
  • What types of content gets the most engagement
  • Reasons for leaving/not returning as a customer
  • Overall revenue and profit
  • How your results compare to industry benchmarks
With these four elements, you'll have a marketing plan that will help you connect with customers, gain loyalty, and grow your business.

Saturday, May 27, 2017

THE MARKETING GROWTH WHEEL FOR GROWTH HACKING YOUR STARTUP

Growth hack your stratup step by step:
  • Define Opportunity Problem / Objectives / Opportunity / Factbase
  • Review Insights Market / Customer / Brand / Analytics
  • Plan Objectives / Strategy / Positioning / Big Idea
  • Implemente Tacticts / Content / Creative / Technical
  • Implemente Tacticts / Content / Creative / Technical
  • Review and Improve Review / Commercials / KPIs / And finally: Process!