Posts

304 | The Brand Ambassador Series: Salesforce with Ludo Ulrich

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The use of Internal Brand Ambassadors is not new and yet so few have used this strategy well. One company that has embraced their employees to be Brand Ambassadors is Salesforce. Our guest is Ludo Ulrich who is the chief in charge of developing deeper awareness in the startup community about the company, products and services offered by Salesforce. Ludo shares how he has developed this role and the importance for the organization.

Target Audience: Salesforce engages business founders developers in a way that helps them grow through effective marketing.

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Speaking at Conferences

We had a few questions for Ludo regarding conferences: Do you book yourself? Or are you invited? Ludo shared that it’s a combination of both. One thing for Ludo is for sure: as an evangelist, it’s important to go to places where people don’t really know about the products.

 

Being an evangelist is about being a storyteller – you want to surprise people. You want to deliver the message in a concise and compelling way.

 

Be the Trailblazer

Ludo shares that Salesforce hired someone like him to grow the ecosystem. Specifically, he focuses on the measurement and tracking of growth and innovation. These innovations are being presented at large conferences like Dreamforce. At these conferences highlight some case studies whom we call “Trailblazers” and we use those innovations (and the people who created them) to influence the rest of the market.

 

Measurement Tied to Your Personal goals

If what you’re seeking to cultivate is Hypergrowth, then tracking the impact and trajectory of companies is essential. One of the ways they are getting team members involved is conducting measurement that’s connected to each member’s goals. While it can be complicated to manufacture a passion, efforts are being made in this area.

Scaling and the Future

Ludo believes that developer marketing is leading the way. Microsoft and Google did a lot of Ambassador Evangelism. There is a lot of technology that is being developed that will help to scale. So, the future is very much about SCALE.  

Any Examples of Success for your brand of Being a Trailblazer?

A great example could be a person who is still in university – someone who is building the technology. He or she would start building the technology and turn that into a business opportunity – maybe even start building a team. They would then start fundraising and then be featured at a conference.

What do you Wish you Would Have Been Taught from the Beginning?

Ludo says, “Make sure when you put your passion at the service of an employer, be sure the company is ready to absorb that passion. It’s a way of making sure the whole journey is under control.”

Practical and Actionable:

What skills do Brand Ambassadors need to make themselves great?

  1. Make sure you are not just a talker- but a really effective storyteller.
  2. Make sure you’ve got a Call to Action that is meant to inspire and make sure they have somewhere to go to be helped and to grow. Be reliable when people reach out to you.
  3. Choose an audience that is brand new to your product.

Resources

How is your business going…would you like to talk about it?

I love my audience of listeners. I really do. I would love to help you in some way. I started doing calls with listeners and realized that it was a great way to understand you.

Okay, then I formalized the process to offer a Results Roadmap… it is a private one-on-one call with me about your business. I want to help you see your roadmap with more clarity and confidence. Find out more about the Results Roadmap (it takes you to my personal website). This is not a sales pitch. Let me serve you.

A QUICK FAVOR

And lastly, please leave a rating and review for the Leaders in the Trenches on iTunes (or Stitcher) – it will help us in many ways, but it also inspires us to keep doing what we are doing here. Thank you in advance!

302 | The Brand Ambassador Series: CMO of Sage

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Ron McMurtrie, CMO of Sage talks to us about the Evolution of Marketing. Where being ahead of the game means staying relevant with their customers. In today’s world of marketing, it is not about mapping out their customer journey. It is about allowing the customer to map out their own journey. By managing a team where each person serves based on their speciality, Ron and his team at Sage can meet their clients where they currently are. This is what gives Sage their competitive advantage!

 

Target Audience: Ron is the CMO for Sage Group, a company focused on providing accounting payroll, HCM and payment solutions. Their sweet spot is focusing on small businesses and startups.

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The Evolution of Marketing

Sage Group focuses on serving their customers’ needs. They look at the struggles their customers face on their journey and offer them solutions. Sage Group takes more of a holistic approach. By exploring solutions, they conclude the application to a customer’s business.

 

Being Ahead of the Game

Sage Group stays ahead by staying relevant with their customers. It is about understanding their needs by bringing in new approaches. Ron says, if you get the customer’s needs right, you usually get the formula correct.

The Team at Sage

Currently, there are about 800 people at Sage, and about 13,000 colleagues worldwide spread across 23 countries. It began regionally and stretched out globally. And most certainly, this is a huge team to manage!

 

How do you Manage Such a Huge Team?

Trials are conducted to determine each individual’s specialty. Then, being aware of who the specialists are, determines the different roles. This then helps to manage specific parts of the process.

 

The Evangelist (the Brand Ambassador) then goes out into the market and tells the story. It’s one of the ways concepts are driven at Sage.

 

At Sage, Ron believes in bringing in specialization to the central teams. This brings great domain expertise. It allows them to scale quickly and also have a level of expertise both on the ground and centrally in terms of how resources are used and applied. This is an effective way of keeping content relevant.  

 

What Allows you to Maintain your Competitive Advantage?

Ron says, you’ve always got to be willing to continue to reinvent the platforms that you’re running right now. Sage is moving towards an account based approach. It is based on the customer’s choice which allows them to create their own customer journey. Obviously, this is more effective than Ron and his team mapping it out. The bottom line will always be that  customers want solutions tailored to their specific needs.

 

Practical and Actionable

How do you make smart decisions for rapid innovations in marketing? Ron says, “I put myself in the seat of the customer every day. Every decision i make is based on the response I hope to get from a customer and how I hope to be treated myself. It’s always about the customer obsession. This is the guiding principle we use at sage for all the marketing we do.”

 

 

In this episode we’ll cover:

  • What’s happening in the Evolution of Marketing
  • How to stay ahead of the game
  • Being relevant with your customers
  • Letting the customer map out their own journey
  • Managing a team where each person serves based on their speciality

 

Resources and Links

How is your business going…would you like to talk about it?

I love my audience of listeners. I really do. I would love to help you in some way. I started doing calls with listeners and realized that it was a great way to understand you.

Okay, then I formalized the process to offer a Results Roadmap… it is a private one-on-one call with me about your business. I want to help you see your roadmap with more clarity and confidence. Find out more about the Results Roadmap (it takes you to my personal website). This is not a sales pitch. Let me serve you.

A QUICK FAVOR

And lastly, please leave a rating and review for the Leaders in the Trenches on iTunes (or Stitcher) – it will help us in many ways, but it also inspires us to keep doing what we are doing here. Thank you in advance!

300 | The Brand Ambassador Series: Microsoft

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Christi Olsen is a leader for digital marketing teams. On this episode, she talks about her passion for empowering these teams to speak on stage effectively to convey their true marketing message. Christi is an expert on how to put the customer first. We talk about why this is the foundation for any business and how you can adopt and integrate this lens too.

Target Audience: Christi speaks at conferences and events regarding marketing, artificial intelligence, digital marketing. She focuses on the topic: “high-level-how-should-you-be-thinking-about-this?” She also addresses trends and changes happening within the marketing industry.

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Christi’s Focus

Christi works with her internal leadership team regarding how to think about Tech topics like artificial intelligence. She focuses on the narrative they tell when they are in their ambassador role. This allows them to be powerful and effective speakers.

You can find Christi’s published articles on Entrepreneur Magazine, Huffington post and others. Her mission as she shares it, is to empowers and train people to speak on stage. She trains them to bear the torch and be brand ambassadors.

 

How Christi Sees her Goals:

Christi looks at her goals on a quarterly basis. She asks herself: 1) Have I gotten out the type of message I want out into the market? 2) Are people responding to the message? 3) Is it working?

How She Became An Evangelist

Christi was able to step into this brand ambassador evangelism role because of some predecessors before her who were consistently going out and talking about what they were passionate about.

 

What is Part of your Work and Why?

Here are the questions Christi checks in with herself (and her team) regularly:

  • What are the challenges facing the business?
  • What is keeping the leader up at night?
  • Do we have something that can alleviate them so they can feel more confident?

But the focus is always on: How do you put the customer first? and making sure the purpose is to always tie it back to the customer

 

How to Put the Customer First

The only way to make a product better is to talk to people, get feedback and integrate that into the product.

Track who you reach. What are people asking about?

 

What are the intangibles to being a brand ambassador?

In other words, what are those things that cannot be measured? Christi says it’s about awareness and being on people’s minds. You make connections that might work out later. It tends to grow from there. This growth can be huge.

 

Tips on Speaking

Research the event before you pitch! What are the types of topics they’ve had in the past? Craft the pitch: what is it that I want to say- that when the speaker selector is looking at it, they know that I know what I am talking about and that I am going to offer something very tangible to the audience. Don’t expect or assume people will get the value of the message- you must make it apparent!

Remember, being a brand ambassador is not about you. it is about you representing that company.

 

What’s the Long Term Vision for Artificial Intelligence?

Christi says, AI cannot create anything brand new. We still need that creative role component. So for the next 10 years, that human component will still be there. We still need that creative side for the human connection.

 

In this episode we’ll cover:

  • How to empower your ambassadors
  • How AI helps us
  • Where AI falls short
  • The importance of harnessing our creativity
  • How to put the customer first

 

Resources and Links

How is your business going…would you like to talk about it?

I love my audience of listeners. I really do. I would love to help you in some way. I started doing calls with listeners and realized that it was a great way to understand you.

Okay, then I formalized the process to offer a Results Roadmap… it is a private one-on-one call with me about your business. I want to help you see your roadmap with more clarity and confidence. Find out more about the Results Roadmap (it takes you to my personal website). This is not a sales pitch. Let me serve you.

A QUICK FAVOR

And lastly, please leave a rating and review for the Leaders in the Trenches on iTunes (or Stitcher) – it will help us in many ways, but it also inspires us to keep doing what we are doing here. Thank you in advance!

294 | The Visibility Coach Shares Uniqueness with David Avrin

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In today’s crowded marketplace, you have to have a unique aspect to your business to capture attention and close sales. We love to share the unique and we are emotionally engaged with a new approach to solving a known problem. Join me today in my chat with David Arvin who is an author and speaker about what it takes to win in today’s marketplace.

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Target Audience: David speaks and consults for a living. He targets entrepreneurs and sales professionals. He focuses on marketing and branding and how to stand out as the better choice in a competitive market place.

The Shift in Marketing

What is your competitive advantage? According to David, it is all about your brand visibility. While marketing has always been around, the shift that’s occurred is in response to the internet.

There are so many choices out there, that the focus on marketing today is about showing how you are the better choice.

It’s more about competitive advantage and less about qualifications. David shares that it’s a fascinating time to teach marketing because there are many new tactics out there now- like social media. But the core of it is still helping people understand who you are and what you do so they know you are the right choice.

Educating People On What You Do Is An Art

You must spend time educating your prospective customers on who you are, what you do and why you are great. Why are you better than the other choices? Spend just as much time explaining what you do as you do doing what you do. We must do this in a persuasive and articulate way.

Guidelines to Competitive Advantage

Become aware of where other people in the marketplace are doing well. Create your marketing around your competitors. This gives you a baseline. It also gives you a knowing about what makes you better compared to the other choices (your competitors).

Of course, being better is subjective.  But you can cultivate something unique when you know what is happening around you.

 

Identify a core audience and position yourself as an expert for them.

Visibility wins. If they don’t know who you are, then they cant buy what you are selling. Today, that means being visible where your customers are – wherever that may be: on the internet or elsewhere.

 

Social Media

Be consistent and humane with your social media posts. David finds that posts about his life get bigger reactions most times compared to posts about business. Posting about yourself is what makes you approachable. His social media aims to allow people to see who he is. Transparency is key.

Practical and Actionable:

Play buzzword Bingo! Look for the gaps in your competitors. That will help to determine what makes you unique.

 

Resources and Links

How is your business going…would you like to talk about it?

I love my audience of listeners. I really do. I would love to help you in some way. I started doing calls with listeners and realized that it was a great way to understand you.

Okay, then I formalized the process to offer a Results Roadmap… it is a private one-on-one call with me about your business. I want to help you see your roadmap with more clarity and confidence. Find out more about the Results Roadmap (it takes you to my personal website). This is not a sales pitch. Let me serve you.

A QUICK FAVOR

And lastly, please leave a rating and review for the Leaders in the Trenches on iTunes (or Stitcher) – it will help us in many ways, but it also inspires us to keep doing what we are doing here. Thank you in advance!

Special Episode: Today is LAUNCH DAY

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A QUICK FAVOR…join me in buying the book.

Join me in celebrating LAUNCH DAY. I have put my heart and soul into this book.  I hope you know by now how much I care about you and growth.

This book is for you if you want to DO MORE and BE MORE in this world.

Listen to the special offer inside today’s episode.  Plus you get to listen to Chapter 1.

Help me spread the movement:

Social Share Copy: http://genehammett.com/social-sharing-trap-success/

 

What Advanced Readers Say About the Book:

“Probably the single most important lesson I have ever learned in my life was how to get outside of my “Comfort Zone.” I only wish that Gene had written his book when I was struggling so much. You have the opportunity to Avoid the Success Trap by reading this book. I promise you won’t be disappointed.”

— Howard Behar, President Starbucks, retired

 

“A friend once told me that success traps are harder to get out of than failure traps. This is brilliantly illustrated in Gene Hammett’s raw and authentic book. Be careful: this might just change your life!”
— Greg McKeown, New York Times Bestselling Author of Essentialism: The Disciplined Pursuit of Less

 

“What a fascinating story! Gene Hammett’s journey is inspiring to us all. He shares the common enemies that we must overcome to keep growing.”

— Dee Ann Turner, VP of Enterprise Social Responsibility of Chick-fil-a
and Best Selling Author of It’s My Pleasure

 

“As Gene Hammett shows in this terrific book, we must have the courage to break from what we have always done to create more impact in this world. Stop waiting and start doing.”

— Dr. Jonah Berger, Marketing Professor at the Wharton School at the University of Pennsylvania and Best Selling Author of Contagious and Invisible Influence

 

“Gene Hammett works from the depths of his heart, from a place of openness with the facts instead of his hopes, and with a massive body of knowledge gathered from his experiences and the countless interviews he’s conducted with leaders. What you get with The Trap of Success is a great tool for getting yourself out of your own traps and back on the path to what matters most.”
— Chris Brogan, New York Times Bestselling Author of The Freaks Shall Inherit the Earth

“For many of us, we’ve been taught to follow the beaten path because it’s supposed to be safe. Gene’s candid stories around losing millions and his path back coupled with the experiences and insights from clients as well as guests on his popular podcast, Leaders in the Trenches, teach and inspire you to overcome the fear that keeps you from living a professional life of significance and impact.”
— Jordan Harbinger, Host of The Art of Charm Podcast

283 | The Courage to Create A Cult Brand with Ryan Gill

283 | The Courage to Create A Cult Brand with Ryan Gill

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283 | The Courage to Create A Cult Brand with Ryan Gill

Our guest today is Ryan Gill, the founder of CULT. There is a “new” age of advertising and it means LESS advertising. On this episode, we talk about creating a brand that people buy into – not buy from. Find out why cultivating loyalty is what is helping businesses today thrive instead of fail. Also, we dive into why working from the inside out by getting our staff inspired is also one of the key elements in making Brands REMARKABLE.

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Target Audience: Ryan, the founder and chair director of the company CULT, helps Brands architecture the customer journey. The aim is to drive their consumers from awareness past decision and on to loyalty. Loyalty is the main goal and the most powerful place to invest time and money.

The CULT Philosophy

Cult is currently in their 5th year of business, still standing firm in their foundational philosophy: creating BRANDS that people buy INTO – not buy FROM. It is about creating loyalty rather than superficial advertising.

Focus on Acquisition NOT Advertising

“Cult” brands are very self aware. The mindset they adopt in working with Ryan’s company is that over- reliance on advertising is not something they have to do. While advertising is executed on some level, they don’t rely on it.

The Courage it Takes to Start a Business

FIX: Break the Addiction that’s Killing Brands outlines the addiction to advertising that brands have and why over-advertising is SUCH a FALSE positive. This book serves as a guide for marketers who are tired of wasting time, energy and money on tactics that just don’t work. The book aims to help brands incrementally decrease their advertising strategies, and to instead refocus their energy, time and money on six specific areas to attract cult-like followers.

Ryan’s Experience with the Trap of Success

Ryan reveals his own personal experience with a digital agency he ran for 12 years. It was a tough failure not because of the money he lost. He admits that although it was a great company, it did not truly know how to make money. Eventually, he had to muster the courage to break out of complacency. This was difficult because he was afraid to admit things were not working. He had to ask himself: is there a better way?

Remarkability!

You’ve got to have ONE remarkable thing that is woven into the culture. If you can break free of complacency, you can achieve this! Ask yourself: What is not compromised ever? In identifying what that is- that is what perseveres through time. It is the most profound aspect of being part of a REMARKABLE company.  

An Inspired Staff

If you can’t inspire your staff- you can’t have cult- like followers. Employees must love the company first. Do people love working there? Companies don’t have staying power anymore, but cult brands do! We’ve got to work from the inside out.

 

In this episode we’ll cover:

  • The “new” age of advertising
  • Why loyalty is more important that advertising
  • How Ryan broke free of his own complacency
  • Creating a culture of remarkability
  • Why you’ve got to cultivate an inspired staff

 

Practical and Actionable:

Get out there and start something. Jump into something that will inspire you and even scare you! Keep things simple and honest.  

 

Resources and Links

How is your business going…would you like to talk about it?

I love my audience of listeners. I really do. I would love to help you in some way. I started doing calls with listeners and realized that it was a great way to understand you.

Okay, then I formalized the process to offer a Results Roadmap… it is a private one-on-one call with me about your business. I want to help you see your roadmap with more clarity and confidence. Find out more about the Results Roadmap (it takes you to my personal website). This is not a sales pitch. Let me serve you.

A QUICK FAVOR

And lastly, please leave a rating and review for the Leaders in the Trenches on iTunes (or Stitcher) – it will help us in many ways, but it also inspires us to keep doing what we are doing here. Thank you in advance!

282 | Creating Influence with Internal Thought Leadership with Neen James

282 | Creating Influence with Internal Thought Leadership with Neen James

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282 | Creating Influence with Internal Thought Leadership with Neen James

 

When you have more influence and authority, people pay attention. Have you considered raising your focus on “Thought Leadership?”  My guest today is the Ah-mazing Neen James. I borrow Neen’s exact phrasing of amazing because she is so freaking amazing. We talk about developing internal thought leaders for your company.  Don’t miss this episode with Neen James.

 

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Target Audience: Neen calls herself an attention expert. She is a keynote speaker and helps people pay attention to what matters. She targets those feeling overwhelmed, over-stressed and over-tired. Typically, they don’t know where to start. Neen provides them actionable/tangible approaches they can incorporate immediately. Her goal: to help people pay attention and create significant moments that matter.

 

The TRAP of success

Neen finds this happens when people are too comfortable. For others it is that fear of the unknown. It’s a huge leap of faith to take and many don’t have the confidence to do it. The truth is, you are always hustling when you’ve got your own company. You’ve got to CREATE your own cash flow.

 

How to Get Attention

To get attention, you’ve got to give attention first. Intention is what makes attention valuable. Be conscious about it. Pay attention to what matters. Everyone wants to be seen and heard. But you’ve got to give it to get it. This is something that can be applied right away.

 

Get Support by Supporting Others First

Choose a significant number of people to represent your brand. Use the power of social media. Engage people through Facebook groups. Use facetime. When you think about the ways you can get creative- you’ve got to see that the world is more connected than ever before. Support people who you want to support you by broadcasting them.

 

Selecting People To Be Brand Ambassadors

Select a handful of people (20) and created a 12 month program. Help them develop their own thought leadership concepts. Expose them to different thought leaders. Give them the right books to read as a guide and then help them package their own concepts as thought leaders. Set them free into the world to share that. Use platforms such as speaking, videos, etc.

 

In this episode we’ll cover:

  • How to GET the attention you deserve
  • Why supporting others first is everything
  • Becoming laser focused on where to place your attention
  • Helping others develop their own LEADERSHIP path
  • Platforms to use to connect

Practical and Actionable:

Develop thought leadership. What’s most important in the message you have for the world? Once identified, what’s your unique experience? Then create a contextual model that very quickly captures that intellectual property that visually appeals to your audience. Use blogs, videos, and speeches at panels. As you test your ideas, collect testimonials.

 

Resources and Links

How is your business going…would you like to talk about it?

I love my audience of listeners. I really do. I would love to help you in some way. I started doing calls with listeners and realized that it was a great way to understand you.

Okay, then I formalized the process to offer a Results Roadmap… it is a private one-on-one call with me about your business. I want to help you see your roadmap with more clarity and confidence. Find out more about the Results Roadmap (it takes you to my personal website). This is not a sales pitch. Let me serve you.

A QUICK FAVOR

And lastly, please leave a rating and review for the Leaders in the Trenches on iTunes (or Stitcher) – it will help us in many ways, but it also inspires us to keep doing what we are doing here. Thank you in advance!

 

281 | How to use Live Video To Grow with Joel Comm

281 | How to use Live Video To Grow with Joel Comm

Don't miss an episode of the Leaders in the Trenches Podcast. Subscribe now.


 

281 | How to use Live Video To Grow with Joel Comm

 

Live video is not going away. When Facebook added this feature to their platform, I knew it would be powerful. Well, it is only powerful if you use it right. Joel Comm is our guest, and he is an expert at many things. Today we talk about using live video to get your message out and propel your brand forward.

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Target Audience: Joel is a Live Video Marketing Expert, Author, Speaker, Consultant, and Brand Influencer. He serves others by helping them to bridge technology with their message so that they can effectively communicate with their target market.

Risking it All

Joel’s experiences have shown him how entrepreneurship works where his faith has continued to grow. After taking many risks over the years, he has built a sense of trust in knowing it’s all going to work out. He feels much more comfortable taking risks now than he used to in the past.  

Why Live Broadcasts Build Connection

Live video is the most social form of social media we have. – apart from speaking to someone in who is in the same room as you. Live video is the closest thing we have to that. Especially when you bring in other people into the conversation.

Those who don’t use live video are missing out. Why? Because an audience can really relate to videos. If anyone wants to grow in this day in age, you want to access the 2 billion people that are using Facebook each month.

 

Dealing with Overwhelm

People get overwhelmed by the idea of going on camera, but it doesn’t have to be that way. Basically, all you are doing is telling stories. You don’t have to script it. You don’t need to have makeup on or your hair done. And you don’t need a beautiful set. If all else fails, you have experiential storytelling to share. If you’re interested in what you are doing, it’s the perfect opportunity to go behind the scenes and share about it. That authenticity is what connects with people.

Mistakes

People try to script it out. That doesn’t leave room for engagement! It’s a huge mistake to do a “one-way” engagement when you broadcast. Always leave it open.  

 

In this episode we’ll cover:

  • The risks Joel took and the rewards he is reaping
  • Why live video is important
  • Dealing with overwhelm over live video
  • Why you should not script when doing live video
  • Building faith and trust within yourself

 

Practical and Actionable:

Go Download the report on how to make more sales with live video HERE. 

Resources and Links

How is your business going…would you like to talk about it?

I love my audience of listeners. I really do. I would love to help you in some way. I started doing calls with listeners and realized that it was a great way to understand you.

Okay, then I formalized the process to offer a Results Roadmap… it is a private one-on-one call with me about your business. I want to help you see your roadmap with more clarity and confidence. Find out more about the Results Roadmap (it takes you to my personal website). This is not a sales pitch. Let me serve you.

A QUICK FAVOR

And lastly, please leave a rating and review for the Leaders in the Trenches on iTunes (or Stitcher) – it will help us in many ways, but it also inspires us to keep doing what we are doing here. Thank you in advance!

252 | Celebrate 3 Years - What Happens When Your Facebook Ads Aren't Working with Molly Pittman

252 | Celebrate 3 Years – What Happens When Your Facebook Ads Aren’t Working with Molly Pittman

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252 | Celebrate 3 Years - What Happens When Your Facebook Ads Aren't Working with Molly Pittman

 

 

How to get your Facebook Ads to work – today we talk with Molly Pittman. I want to say “THE” Molly Pittman because I am such a fan of her work. Molly is the VP of Marketing for Digital Marketer. She is also a co-host at the Perpetual Traffic podcast. She shares her 4 tips to fix your Facebook ads.

 

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Target Audience: Marketing for Digital Marketer serves anyone wanting to learn digital marketing. This includes marketing agencies and professionals both big and small. Basically, it serves those seeking online strategies.

 

What to do when Facebook ads are JUST not working. Here, we walk you through 4 important aspects…

ASPECT 1:

Looking at your OFFER- this is not necessarily your product. What is meant by offer is the way it is being presented to your audience. And if the Facebook ads are not working, chances are that other mediums also would not work. It’s most likely not working because of the way you are positioning whatever it is you are trying to sell. Remember, you are dealing with real humans who happen to be on the other side.

 

 

Giving them something of VALUE FIRST is a great way to reach them. Your hook or marketing message has got to be aligned with this. THINK: Why should they care?

 

VALUE: troubleshooting comes down to looking at all the steps. It is about testing multiple hooks against different avatars. Different people are going to want something for a different reason. Who are the different people you can speak to and the different reasons they’d want it?

 

A HOOK is combining the pain point and offering the solution. What is this person going to have when they take my offer that they didn’t have before? How are they going to feel afterwards? How will their average day improve? How will their status increase?

 

Getting Clear About Who You Serve

You have to be specific down to the offer. Who are the avatars that will be interested in your AD?

 

 

Do I have something that people actually want?

At Marketing for Digital Marketer, they write a blog post that teases the topic they are thinking of using for the lead magnet. If it is not resonating with people, it is tossed. Once the Offer + Marketing message is clear, you can move into the Targeting piece.

 

ASPECT 2: TARGETING

Specific to the avatar you want to reach- what are these people actually consuming?

 

 

ASPECT 3: Ad Copy and Creative

Make sure the copy portrays the marketing message you want to convey. The image is what most people are looking at.

 

ASPECT 4: Familiarity between the Ad and Landing Page

If the landing page does not relate, their brain will tell them they are in the “wrong place.” You don’t want that happening.  

 

 

In this episode we’ll cover:

  • The 4 Aspects to Optimization
  • Why knowing your Avatar is everything
  • Aligning your ads with your lead page
  • Making sure your offer resonates with your audience
  • Why you should give Value as a first step

 

Practical and Actionable:

It doesn’t matter what medium you are on. Each has their tip or trick. It is really about THAT message an AD point. It is about hitting that pain point and truly adding value to someone’s life.

 

Resources and Links

How is your business going…would you like to talk about it?

I love my audience of listeners. I really do. I would love to help you in some way. I started doing calls with listeners and realized that it was a great way to understand you.

Okay, then I formalized the process to offer a Results Roadmap… it is a private one-on-one call with me about your business. I want to help you see your roadmap with more clarity and confidence. Find out more about the Results Roadmap (it takes you to my personal website). This is not a sales pitch. Let me serve you.

A QUICK FAVOR

And lastly, please leave a rating and review for the Leaders in the Trenches on iTunes (or Stitcher) – it will help us in many ways, but it also inspires us to keep doing what we are doing here. Thank you in advance!

251 | How to Use Video To Drive High-Value Clients with Steve Gumm

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251 | How to Use Video To Drive High-Value Clients with Steve Gumm

 

Video will continue to be more important to share your story and reach new customers. You don’t have to create Super Bowl style commercials, but you will miss opportunities if you don’t learn to use video for your business. Our guest today is Steve Gumm who works with companies to improve the human-to-human experience. He loves to use video to share stories and value bombs. Steve is the founder of Drop In Local in Chicago, IL.

 

Share the LOVE and TWEET about this episode.

Target Audience: Steve founded an Agency called Drop In Local that focuses on creating and using video to help people get more customers and make more money.  

 

People Are Afraid of Video

Steve admits that he doesn’t think anyone really likes looking at themselves on video. It’s a vulnerable thing. To get over that is pretty easy though. You just start! It could be with “How To” videos. Choose things you can speak about very freely. Also, it helps to get used to having a camera in the room and around you. So, play around.

 

Creating a Bond with Your Audience

Video creates a bond with who you are trying to reach. You must have a story: the burdens as well as the dreams. It draws people in. You will be blown away by the response because consumers are not used to it. Video puts a real human being behind the business. And guess what? It does not have to be flashy!

 

Ask yourself where you can apply a deeper human touch and start to integrate it? Don’t let the technical stuff scare you away.

 

Even using something as simple as a phone and a tripod is fine. Just focus on building trust with content. The process then becomes fun. I.E: the process of how to nurture and convert. You look at the process and start to plug in a process. Though it takes more courage and strategy to create content on the video platform, this extra effort pays off.

 

How do you (Steve) help someone show up the way the need to on camera?

Hiring someone makes a big difference. Making it natural. Then, set up a camera with the intention of a message first.

 

In this episode we’ll cover:

  • How to start creating videos
  • What content to draw up to put in your videos
  • Why Video is powerful as a platform
  • Why you shouldn’t let the technical stuff scare you off
  • Creating an authentic bond with your audience

Practical and Actionable:

Spontaneous Questions from Gene to Steve:

What length should the video be if you are trying to build brand awareness?

The right length. As long as it is valuable, you don’t have to put time on it. A minute and a half could be a goal.

What’s so important about those first 8 seconds? How do you make it count?

It is EVERYTHING because that is about the attention span of a human being. If you don’t draw them in within that time, you lose them. Get your name out and quickly get to the point.

What should be the Call to Action in the Video?

Have a Teaser at the beginning

Microphones?

Loval ears or Booms

The right time to start?

YESTERDAY

 

Resources and Links

How is your business going…would you like to talk about it?

I love my audience of listeners. I really do. I would love to help you in some way. I started doing calls with listeners and realized that it was a great way to understand you.

Okay, then I formalized the process to offer a Results Roadmap… it is a private one-on-one call with me about your business. I want to help you see your roadmap with more clarity and confidence. Find out more about the Results Roadmap (it takes you to my personal website). This is not a sales pitch. Let me serve you.

A QUICK FAVOR

And lastly, please leave a rating and review for the Leaders in the Trenches on iTunes (or Stitcher) – it will help us in many ways, but it also inspires us to keep doing what we are doing here. Thank you in advance!