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Here we are at the 2012 Type-A Parent Conference at the Hilton Charlotte Center City in Charlotte, North Carolina. My first session of the day is Don’t Rank Me – Getting Past Scores and Numbers with David Binkowski and Kelly Whalen.
Our speakers have no table and no mics, but they’re getting started anyways.
Creating & Growing Your Brand
You may think you have a brand, but it may not be what you think it is. Kelly is the owner and editor of the centsible life – she loves talking with people about personal finance. She turned what she wanted to talk about into her personal brand. David was working for another agency at last year’s conference, but Kelby pushed him to go into business himself – Large Media. He tells it like it is.
What is a brand?
Name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from other sellers. Coke and Pepsi both sell cola, but they are very different brands.
What makes a blogger’s brand?
You are a brand. Every time you present yourself, people get a picture of who you are. Your story is what makes you special, so don’t try to be like anyone else. Your blog is also a brand. Try not to confuse your personal brand with your blog brand. You are not your blog, even though it can be easy to get lost in it. Your design and logo are key. Find a design that is you, but doesn’t distract from your message. Find a clean design. If you aren’t a good designer, hire one. What is your story? Your about page should tell that story. Have an elevator pitch. At this conference, you will literally be in an elevator with people who will literally ask you about yourself and your blog. Be able to tell people about your blog in 20-30 seconds.
Differentiating Yourself
Creating distinction is not achieved by copying someone else. That’s why David went with “word of mouth” as his brand. He lets people know that he is experienced, he provides service on demand, and he doesn’t do B.S.
Brand Equity
Brand equity is a phrase used in the marketing industry yo try to describe the value of having a well-known brand name, based on the idea that the owner of a well-known brand name can generate more money from products with that brand name than from products with a less-known brand name.
The Brand Equity Pyramid
Equity
Judgments | Feelings
Performance | Imagery
Salience
<- Rational | Emotional ->
Creating Your Home Base on the Web
- Your blog
- Google+
- YouTube
- and more…
You have to have a presence on all of the social networks even if you aren’t passionate about all of them. Engage with people without using them for purely self-promotion. Take advantage of writing your bio and getting your links back wherever you can on these profiles.
David says that LinkedIn is the most underutilized tool in his business. “It’s where your money is.” Don’t connect LinkedIn with your other social accounts that aren’t business-related.
- Increasing your traffic
- Topical
- Searchable
- Shareable
- Guest blogging
- Guest post on other blogs
- Guest post on well-known websites (put your best foot forward)
- Use Google’s author tools (Google+, rel author)
- Social Networking
Clicks, Impressions, or ???
- What measurement tools should you use?
- Google Analytics
- StatCounter
- Followers
- Likes
- Knowing your numbers: What do they mean?
- Measuring success
- Measure against yourself
- Know where you want to go
- Measuring influence
- Know your audience
- Know what they act on
You are getting databased by tools like Radiant 6 when brands are looking for influencers. Don’t put too much weight in Klout.
Pitching Your Value Proposition
- Define your brand
- Know what you’re good at (if you’re not good on camera, practice or don’t do it)
- Know what you want
- Know when to walk away
Don’t forget about offline!
- Coworkers and former coworkers
- Local community
- Volunteer roles
- Coaching
- School
Brands want the whole picture of you, to know that you’re out there living life, and you have more to offer. If a marketer comes to you, you can let them know what your schedule is like without being difficult.
Why Pitching is Like Dating
- It’s better to date someone you’ve met than to go out on a blind date.
- Do your research before you “go out.” (Google them. Check out their site, Facebook page, etc.)
- Make the conversation about your “date,” but be sure to talk a little about you.
- Make sure your date knows what you are interested in.
- Dress to impress.
- KISS (keep it simple, silly)
Why Brands Want Free Publicity
- They still see this space as all earned media
- Not measuring properly; can’t justify business value
- Afraid of long term commitment
Don’t fall for it. They have money. Planning cycles for marketers start in the “off-season” on campaigns, though, so budgets may be on a long-term thing and not responsive to quick turnarounds.
Going Beyond Dating
- Think like a marketer
- Get the bigger picture
- Get ahead of planning
- Pitch back
- Don’t give it away for free
Don’t take NO as NEVER. Just because a company doesn’t have the money to work with your pitchback now doesn’t mean they can’t work with you in the future.
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That’s me: Christina Gleason. I’m a writer, editor, and disability advocate. I'm a multiply disabled autistic lady doing my best in this world built for abled people. I’m a geek for grammar, fantasy, and casual gaming. I hate vegetables. I cannot reliably speak, so I’ll happily conduct business over email or messaging instead.
