Let's talk about tools that you can use to flex your influence!
In this episode I'll highlight a real life scenario and show you how to utilize your toolbox to make the most of offline experiences. Hint: it involves using your digital tools to enhance the experience.
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Welcome to the blacks, your influence podcast, this Joe for brands, marketers and CEOs where we talk about modern marketing. Here's your host, Margaret Brown,Speaker 2:
episode two, the toolbox. Today I'm excited to talk to you about tools that you can use to bugs your influence and later in this episode I am going to highlight a real life scenario. Whether you are a speaker at an event or on a panel receiving an award, attending a community event that you're sponsoring, any of those. I'm going to show you how you can utilize your toolbox to make the most of those experiences offline and online. Your toolbox contains tools for offline use, online youth as well as a mixture of both utilizing the power of both. Let's first talk about your offline tools. You're offline tools are tangible, like your business cards, brochures, postcards, stickers, promo items, you know your industry, what are people's expectations within your industry, and then of course, how can you exceed those expectations within the offline tools that you have. Your offline toolbox includes those items that you use to hand out at networking events or maybe something that you mail to clients and prospects and partners, referral partners. They are the tools that you use to stay in front of your target audience. They are the tools that you use to stay relevant to your target audience. I'll even go a bit further to say your offline toolbox will also include the banners you use or a car wrap. It is whatever you are using that is not online, that is offline. These are the tools that you use when you're raising brand awareness in person and offline. Now let's talk about that online tool locks in just a minute. I'm going to build that bridge between the two offline and online. And you might hear me say this quite a bit because I never want to be misunderstood in this area, but I, although I prefer to be online and to communicate digitally, whether it be by phone or video call, that's kind of the way my world operates. And with traveling and living in southern California in person really can't happen so often for me. But either way, I do believe in the offline tool chest and I have them, I have stickers, I have promo items, I actually give out when I speak a digital strategy guide that is on a really nice card stock that people can use and refer to. Um, I love paper. So let's just make sure we know that. So you're online toolbox includes your website, your database, email marketing, blogging, social media, industry websites, a podcasts, your digital ads and everything that you use online to raise your brand awareness. Each of these tools you are using to flex your influence to raise brand awareness and to stay in front of your target audience. Again, same objective but online. And these tools are most powerful when they are not alone. When it's not a solo mission, these tools should connect with at least two to three other tools in your toolbox within your marketing strategy. Here's an example. I love this example. A postcard campaign. Yes, postcard campaigns can be very impactful. They can also be very expensive, which is probably going through your mind. You've probably done a postcard campaign or two in uh, your experience. But let's talk about a postcard campaign. You've decided this is exactly what I want to do. It's going to be a three touch campaign within a certain parameter. And I am so excited to do this. I have hired a graphic designer and they are going to design it. We have the call to action, we have our contact information, we have a cool photo, we have the services that we're going to offer, maybe even a promotion if that's going to be included. And now you have it laid out and it's great and you have three of these to go out because we know that postcard campaigns generally need to be multitouch. So that's again another topic. But you've decided to do the multitouch campaign. And I want to say that's great, and I will not quote the, uh, percentage of an effectiveness of a postcard campaign. But if you do the three touch, you might be able to reach 10% of the people that you reach out to. 10% of those may become a client. Okay. So that is just some math and some statistics that I've experienced. But anyway, that's a whole nother thing. The problem with the postcard, which I'm sure that all of us know, is that they get it, they see it, and unless they save it and put it on their board to reach out to you later, unless they reach out to you immediately, there's a chance or not going to reach out to you at all. And this goes back to the idea and something that I teach a lot is that people may not be ready to do business with you. I mean, think about yourself. There might be like five different services that you're thinking about outsourcing and maybe having someone else handle, but you just haven't gotten around to it. It's not that you don't want it or you don't see it as a value, it's just you haven't done it because you know that there's homework and there's an onboarding period and now there's a cost involved. So there's a lot of reasons why people aren't ready to purchase right away. So this is where that offline now meets the online. Okay. On your postcard, I want to give you a couple of things to add. You probably did add your URL on the postcard, so your business.com and that's great, but take it a step further and invite them to join the conversation on your social media channels. Of course, if you're actively posting content, second, you may even say, visit my domain.com/checklist for a checklist on how to do ABC in these five easy steps period, because that might be something that they can use right away. It's a free tool. They can get to know you right away. They can start to build that relationship with you to see you as a thought leader in the industry and somebody that they can trust and they didn't have to call you and make an appointment. That right there is a very high commitment. Even if it's a free consultation, we know that people aren't always going to take on a free consultation because they know you're going to sell them within that consultation and they just may not have the energy to go through that. But if you take it a step further, give them something of value and this type of a Freebie, this checklist, this free download, this is commonly used as a call to action in digital marketing and it's something that you can also use in that offline space. And the reason why I am a digital marketer with an agency who is promoting this is because I know that we are using tools offline and so I just want to make sure that you are bridging that gap. Okay? So you're helping them to go from postcard, not necessarily to doing business with you, but go from postcard to get to know you know. Of course you want them to do business with you. That's like the first and foremost prominent call to action. But if they're intrigued but they're not ready, they might see that download. Now when they go to that URL, your business.com/checklist you'll see a nice landing page with a, maybe like a header that kind of gives the theme of the checklist by in order to actually get the checklist, all they have to do is put in their name and email and it will be emailed to them. That right there is a pro tip because from there, now you have their email because chances are if you've sent a postcard to someone, you do not have their email. So now they have an opt in and they have checked, yes, I'd like to receive your newsletters and now you can remarket to them in that way. So they have given you their email and you can now send them your email marketing. So if you're sending that once a month, once a quarter, that's great. They'll now be receiving those and they received the Freebie and next level, that Freebie is a pdf on a pdf. You can also create links. So within that Freebie you can even say need help taking this to the next step or to the next level book on three 20 minute session with us or you know, whatever it is, whatever that next step is, you can make that a euro that will take them to another page to sign up for something else. This becomes your funnel. This becomes the customer journey. I talk a lot about customer journey. We are building a customer journey, so whether you're building it from a initial greeting that was online or an initial meeting that was offline, you want to funnel them into your customer journey. So that's how you make the most of a postcard campaign. So this is a bridge that you've built. This is something that you have thought about within your marketing plan and this is how you have made sure that within your company, your offline marketing and your online marketing teams are working together because together is just way more powerful. Make sure you have those calls to action. I know a call to action is probably not a new term for you. I can't tell you how many times though going back to the postcards that I've received, postcards and flyers in the mail that had either no call to action or the call to action was super vague. It's just important that you make the call to action up front and prominent. Don't leave your target audience to guess what action they should do next because if you either give them way too many options or you give them no options at all, chances are they will take the no option at all routes. I would say that every business should have at least two to three main calls to action. This doesn't include like promotional times or your store that might have a hundred items or 10,000 items, but three main calls to action. So again, remembering that people, they might not be ready to pick up the phone and hire you right now. You want to have two to three types of calls to actions. One is call us, book an appointment or call us or click here to buy. That is like number one goal, right? To make that sale to now bring them in as a client or customer. But if they're not ready, that second call to action could be that funnel. So that checklist or a quiz, some type of value add that gives them a little information that they can just continue to think about or to see you as a thought leader or to just see more of your personality is that again, we'll shorten that sales cycle and then the last call to action might even be as minimal as following you on social media because following you on social media doesn't mean, oh wow, you know, they weren't interested in buying my product. No, it just means that they're just not ready for one reason or another. And now if they have liked your page, followed you, connected with you on Linkedin, at least now you can see that they had some interest in getting to know you better. And that is definitely better than just throwing everything away and never speaking to you again. I'm sure you can agree. So question of the hour, do you have to use every tool? Absolutely not. Use the tools that make sense for your industry. You don't want to a, use a tool that's going to be ridiculous within your industry. Be Don't want to use a tool that is completely out of your resource budget and energy and time pool. See, make sure it's something that you can keep up with. I mean it has to make sense for you and your team. And so I don't want you to think about all those tools that I mentioned earlier in the episode and think, well I want to be a pro so I want to start implementing all of these. Absolutely not. I want you to do what you're comfortable with because that's when it will start to work. You build something small and then you start building on that. Okay, you build that foundation. We know we need that foundation. If you're a business owner and you have done a Google search on something like digital marketing tools for my business, you might get overwhelmed and that's not the feeling I want you to have right now. So I want you to just start with your home base. Your home base is your website and make sure that website is updated and current. And that alone might be a big job for you because, and I'm not saying that to speak down to you, but I can't tell you how many businesses have outdated websites. Websites can get outdated pretty quickly. So make sure, let that be your first line of action to make sure your website is updated. And if you're great with that, then make sure you are collecting emails. At the end of the day you want to collect emails, not so you can spam people, but that way you can own the information and you can send emails freely whenever you need to. And people who opt in, they want to hear from you. So if you build out your Instagram or your Twitter or your linkedin page or your Facebook group, none of that is owned information. All of that is owned by the social media platform. So let's say something crazy happens and you're not able to access the social media platform for one reason or another. And if you remember a month ago, Facebook and Instagram, we're down for an entire day. So if anybody had any type of promotion or an event happening within their Facebook groups or on Instagram TV, that was all not happening. You could not access, you could not post, you couldn't do anything. So make sure you're building your email database. So that might mean you need to connect it with your mail chimp or constant contact or your infusionsoft or your convert kit or your Kajabi, whatever platform you're using. Make sure you are integrating your website and that email list builder. And from there you need to start making sure that you're consistently sending content. So maybe once a month. Again, this is all industry related. If you want to send out, I know people that send out something every day, but their audience signed up for that. So personally within our socialize La and flux, your influence emails, we do maybe one to three a month. And really that's my comfort zone. Now if you opt in to one of my customer journeys, so if you opt in for a course or something of that nature, then you might get something every day for like a period of time. So there's all these variables. But I just want you to be, you know, when I say consistent, I don't mean like spamming people today, just consistent. Okay. And so finding that sweet spot for your industry, but within that email you'll start linking maybe back to a blog. And remember your emails don't need to be long, they just need to be impactful. So linking back to a blog, linking to a podcast, linking to a social media posts, or maybe just a message from the CEO. There are so many things that you can add in an email. And again, that's a topic of its own and we will definitely cover it at some point. But the moral of this episode is that you don't get in over your head and that you don't get overwhelmed and that you need to make sure that the next steps that you decide to do make sense for you and your team. So now that example I was going to share with you at the beginning of the episode, I said I'm going to give you a real life example. Walk you through what you would do if you were going to be a speaker at an event on a panel, an award recipients, or you were a sponsor at a community event. What do you do when that happens? A lot of us, we go to these events and then that's it. We attend, we have a great time and then that's it. No one ever knows and that's okay, but I want you to make the most of this. I want you to flex your influence because all of those actions and experiences that I mentioned are all happening because you're influential and no, of course I'm not telling you to do something that you're uncomfortable doing, but as a business owner you definitely need to flush your influence and make the most of this. So here we go. Let's say you have been asked to take part in one of those things. The first thing that you do, whether it's a month before, three months before, at some point the host committee is going to ask for your bio and your headshot within your bio. Make sure that you are adding in your domain and your social media handles because chances are they're going to copy and paste exactly what you have written into their website, maybe into social media, probably in the program, and you want to make sure that if people really enjoyed what you had to say and they wanted to follow up, that you're making it easy for them to do that. Remember, you're putting that call to action. You're not making them go and hunt you down. You are making it super easy. So that's one. Making sure that you give the host committee exactly what you want them to have and what you want them to promote. The next thing that you want to do is before that event, may sure that you are promoting your participation. Maybe it's a private event and you can't necessarily share the registration link, but you can definitely say that you're excited to be a part of the event or you're excited to be on stage with these other phenomenal people. Somehow you can show your excitement pre event and then that again is using that influential opportunity and making sure that you are capturing it. You might be thinking, well what if it's a small event or what if it's a small award? There's no such thing as either. If you're being, then it's your job to make sure you're making the most of it is not for yourself. You're giving the host committee a shout out and you know that it takes a lot to put on an event. So I'm sure that they would appreciate the extra love and PR from you. So let's jump to the day of the event. You're going to want to post photos from the event, take a photo with the audience members or with the panel or with another person who was speaking. And here's a pro tip. You can even go live at the event and maybe not inside the event or during the event because that's sometimes not allowed. So you may want to ask before you do that, but step outside, sometimes I had an event, I'll just step outside and I'll go live and I'll say I'm so excited to be here and today I'm going to be speaking on social media. I'll go into a little dialogue of what I'm going to be speaking about and then I'll end it and call it a day. But now I have maximized that opportunity because why I'm flexing my influence. Let's talk about during your speech or during your presentation, if you have a speaking role, depending on the parameters that have been set around selling your service and whatnot. Again, this is another big topic about selling from the stage and all of that, but if you need to be short and sweet within your digital tools, if you have an easy call to action that people can take, this is where you would insert it like your domain.com/checklist or slash freebie or slash free course, something that you can easily say that someone who's interested can take action on. And again, this is even something that you can add to your handout or to your bio. Anywhere that you're able to say something about yourself, whether it be in text or in speech, you want to integrate that digital tool, build that bridge between that offline experience and that online experience. Again, with your event, let's say that you've taken those photos, you've taken some video. Now what do you do with it? When you post it, you definitely want to tag the players that were part of the event. Thank them for the opportunity. Tag them in the photos if they're in them. That is how you'll make the most of those photos. Use that event. Hashtags use other relevant hashtags and again, yes, this may take a little extra time, but huge impacts. People appreciate this type of Pr and I do want to give a little disclaimer is that when I'm with people that I don't know very well, I will ask them if they mind if I post a photo them or if I tagged them online. 99.9% of the time they say, yes, no problem. But for that little chance that they don't want to be tagged, I want to make sure that I let them have that opportunity to tell me no, it's just, it's courteous. But in that last step, this pro step, you might even want to take those photos and that video and compile it into one big video, add it to youtube or Vimeo and then write a blog about the event. I had a great event or I was so happy to sponsor this event or I was honored to be on this panel. And now you can write a little blurb, you can add a couple of photos, add the video, and now you have given this event so much attention. You've showed your audiences awesome event that you had the opportunity to be a part of because you are a thought leader. I mean the list goes on and on as to why this is important. This is how you flex your influence. I know it's easier said than done, but I want to make sure that you know that these steps exist and that you have the power to use them. So the blog again does not have to be lengthy. It could be like 300 words and just you know, think again the host and the audience and then share that link with the hosts. Let them know, oh, I did a little write up on this event and I will tell you in my experience, I would say eight times out of 10 the host will share my blog, which is awesome. And so if you take the time, people really will appreciate it. And if you are thinking, oh my gosh, just there's so much, remember to breathe and just take it step by step. The first thing you're going to want to do is look at your website. And also if you really want a nice little checklist here, visit Fletcher influenced.com/two for resources that you can use to build your customer journey. And I outlined a couple of examples for you that you can use today and they are there for you're using. Thank you for listening. If you've enjoyed this episode, please remember to subscribe and visit flusher influenced.com for more episodes.