How Do We Achieve Brand Visibility?

Brand visibility is so important to every business. Today if you are not visible on the web, you do not exist.
what is brand visibility - 10-video series by susan newman

A brand is defined by its core beliefs, but also by what the public perceives about it. A brand along with its marketing strategy, products and services has a mission and the need to get that mission across to others. A brand is also driven by it’s own employees from the top down and they must represent those same core beliefs, while on the job or at events.

No matter which brand we talk about we would want to see if their online and offline presence is sending the same signs and if our experience is the same no matter the place or format?

So for example if we were to look at a top brand such as Apple. What do we perceive about them, their products and services, and is it consistent everywhere? Is the experience of using an apple product in line with scanning pages on their website, or when you visit a store? If you met an employee at a function would their mindset be in line with the company? Is the visual footprint the same across the web, on social media, in print advertising or marketing, and commercials past and present on TV?

When we talk about brand visibility we must realize it means all encompassing.

So as a small business owner and entrepreneur, I feel I must act, speak, dress, and fully represent my brand. Is what I blog about in line with my brand? When someone meets me in person when they previously only knew me by my avatar and online posts, am I the way they imagined?

Interaction with clients must be true to the brand as well. Customers can drive how other customers feel. Today with constant social interaction, if a customer writes about their experience on social media or in reviews and others read it, it’s immediate visibility, whether good or bad. A brand must pay attention to this and respond.

Because of the web, many small businesses get confused between being visible globally and locally. Yes having a website and social media presence helps others find you, but can the local community find you?

My new 10-video series on “Brand Visibility” covers in depth the attributes and actions that make a brand strong, and outlines strategies for you to implement across the web, on social media and in person at events.

Series topics include:

What is Brand Visibility? How to Use Email Marketing, Opt-in Offers and Social Media Correctly. The Google Search: Understanding and Creating Long-Tail Keywords and SEO in Action. Why Giving Back Looks So Good on You and Propels You Forward.  How Finding Your Exact Target Audience is the Key, even when it’s hard. Are YOU as Brand Ambassador and Your Company in Sync? And much more.
 
Video #1

Watch the entire 10-video series on Brand Visibility, more than 73 minutes of content!

Why Having A Book Will Be the Business Card of the Future

Diane O'Connell Guest post by Diane O’Connell, CEO and Editorial Director of Write to Sell Your Book.

Who would you be more excited to work with: someone who hands you a standard business card, or someone who presents you with a book that explains exactly how they’ll help you?

Soon, publishing a book about your business will be expected, if not a standard that clients will see as the mark of a true professional. Especially as self-publishing is easier than ever, we’re approaching a time where not having a book about your business, your methods and your passion may actually turn away clients.

It’s simple: Entrepreneurs-turned-authors will have an upper hand.

Power In Publishing

We’ve all seen the powerful influence a book can create for an entrepreneur trying to boost their business. Take Robert Kiyosaki’s bestseller, Rich Dad Poor Dad, which is perhaps the ultimate book on financial independence. Believe it or not, Kiyosaki originally wrote it to promote his board game, Cashflow 101. But today, I’d expect that Kiyosaki hardly needs a business card, or labors over attracting new clients — his reputable book already did all the work for him.

I know what you’re thinking: Rich Dad Poor Dad is huge. What can a book do for me?

Bottom line is that a professionally crafted, edited, designed and published book can establish you as an authority figure in your field. It’s far easier to have value-based fees as a published expert than to present yourself as a service commodity.

The Art of the Visit by Kathy Bertone

Write Now, Earn Later

Let’s talk logistics: A book showcases your philosophy, your passion, and your specific approach —in other words, your BRAND — in one impressive package.

And if you choose to self-publish, you completely control the book’s content and more importantly, your voice. You can talk to the client, address his needs and introduce him to your personality and vision before you even get him on the phone.

Done right, a book can sell you easier than you can sell yourself. Also, a book is less likely to get lost among a pile of papers, unlike a business card or brochure. A book is VISIBILITY you can count on!

Moving Past Money Pain by Jane Geiger

“So How Do I Fit Writing a Book Into My Schedule?”

No need to panic. You don’t have to churn out a 400-page textbook. Truly, your book can be as simple as a 50-page highly targeted eBook.

The first step is finding your hook. Pore over your sales material, emails, or blog posts. Ask yourself what you’re repeatedly saying to clients. Is that the crux of your brand? And, how is your message different from your competitors’ messages? You’ll unearth the unique hook of your business—your thesis.

Once you’ve fine-tuned your book’s core message, you can beef it up, using those same blog posts, sales material, and more. You can even look at your Twitter and Facebook feeds, or look back on how you worked with your favorite clients. How do you solve problems? You’ll find that the answers to these questions will branch out into paragraphs or even chapters.

Another content-generating exercise is to create a seminar or workshop based on the concept of your book. Record the presentation.

A way to structure it all is to write the Table of Contents that you envision for your book. Before you know it, you’ll have an outline!

And it always helps to have a publishing professional in your corner, for the times that you get stuck. A good developmental editor will ask the right questions, challenge you to go further than you thought you could, and make sure that your Brand comes through loud and clear in your writing.

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Learn more from Diane O’Connell by watching the Webinar we do together on September 25, From Brand to Book: How to Turn Your Expertise into a Book That Sells — and Sells Your Business.

Broadcast Louder Has Even BIGGER Plans – How You Can Help This Mission Succeed

Many of you know about Broadcast Louder and my mission to help small businesses and entrepreneurs to succeed in their goals. I’m grateful to all the amazing speakers who have participated since last year and the line up for this coming Summer and Fall’s webinars are fantastic.

But you know me, I have even BIGGER plans!

Broadcast Louder has even BIGGER plans.

This is where you can help me out. I’ve applied for a 250K grant from Chase because I want to expand “Broadcast Louder” in so many ways. One big dream is creating a full day event which will be round table discussions for all, learning by doing, and of course some awesome guest speakers. I would also love to hire more employees.

Would you please vote for this venture? We have to get to 250 votes and there are only 3 weeks left to vote! You only need to vote one time and if you can share it with your friends, I’ll be so grateful.

“Help Me, Help You.” Thanks so much.

1. Go to http://www.missionsmallbusiness.com/
2. Click the login + support button
3. Put “Susan Newman Design” in the business name search window
4. Click “Vote”!
5. That’s it! 30 seconds and you only need to vote one time!

Are You Asking the Right Questions? Try LinkedIn for the Answers

Business Tip #1 – If you’ve created a product or service and visitors/potential clients aren’t quite sure what you are saying or selling, it’s time to ask the right questions and find out the answers, so you can tweak your website, posts on social media or email marketing and make it right. (Side note: it might be a great idea to do this before you begin to brand, design, build and market… the newest and easiest way of doing market research.)

Recently, I decided to post a few questions of my own within the Questions/Answer section ofasking questions on linkedin, getting answers LinkedIn and the answers are flying in faster than I can read them. (You can at any time close the question, if you’ve gotten enough feedback.)

So, I posted this question: How many webinars do watch per week and what are their topics?

Below are some of the answers that have come in. I’m so happy to know that the overall public finds webinars helpful, watches on average 1-2 a week. What I did find very useful was that the topic of the webinar class was the most important factor, not necessarily who the speaker was! Also, was knowing that they have a hard time committing to any timeframe and would rather watch them when they can. Some can’t watch during the work day, some not at night, some because they are in a time zone that would mean waking at 3am.

David says, “I watch quite a few a week, typically from channels I am already following. For me, most are informational technology related ones to assist in constant training.

There a lot out there, the thing to ask is how does it help you?…”

Daniel says, “I would say less than one per week. Sometimes I go weeks without seeing a webinar. Unfortunately often they are poorly done and I’d prefer to just get the powerpoint slides and go through the webinar on my own time. If all the speaker is doing is reading the slides to me than I see no reason to go live…”

Judy says, “I would watch on average two webinars per week on topics relating to our business, but I am appreciative when there is a replay as often it means getting up at 3.00am due to time zones. Generally there is a sales pitch at the end but if I’m not interested in the product I won’t stay for that. I watch webinars to upskill myself and have learnt a lot from attending them.

I think it is about continuing to build your list, find out the topics that would interest them and build the webinars around that. I do listen to some people regularly, but if the topic holds no interest for me I won’t attend...”

So, as you can see many have taken the time to answer my question and there were many, many more.

If we don’t know the answers, how can we go forward and provide what people are seeking? As many of you know I look at my Google Analytics regularly and it does tell me a lot, but there’s nothing better than just asking and getting it right from the source!

If you found this post helpful here’s one on Understanding Google Analytics. (with video tutorials)

And here’s on on using LinkedIn properly! (also with video tutorials)