I'd love to hear your thoughts about what makes your brand. Is it your trademark or logo? Or, would it be more appropriate to view it as the pool of knowledge and expertise that rises out of your values, interests and your passions?
If you believe it's more like the former, then you'd probably agree that a well-designed logo and tagline are probably worth spending some time with right at the start of your business. If, on the other hand, you believe it's closer to the latter, then by the same token, you'll probably find value in taking some time to really understand what your values, interests and passions are first all about.
If we've spoken before then you know I clearly come down on the side of your brand being closely related to the latter. At about the 0:40 point in the timecode for the social media marketing video above I mention another video where I talk about defining your purpose statement. I actually dedicate a whole section to it in the Social Media Marketing Essentials Mini Course; it includes a link to the video about Purpose Statement.
Also, don't let it throw you when, at about timecode 2:00, it almost sounds like I'm saying (I'm paraphrasing here) hey, don't worry about the sales and revenue... it'll take care of itself if you just focus on the stuff your passionate about. Eh...kind of yes. But...no. Listen further.
Passion and an understanding of your niche and your purpose statement (a.k.a., mission statement) go hand-in-hand with the marketing processes and systems you use in your business. The point is, one gets folks to the door; but your processes and systems should also help usher them forward towards a call to action or point of sale in a respectful, value-added and trustworthy manner. That's your marketing funnel. And, it's through that funnel is where I think your values will carry the day.
This video is one of the dozens of free social media marketing video training and "how to" modules on Jara University. It's packed with hours of free social media marketing training for business. It includes social media marketing tips for: LinkedIn, Facebook, YouTube, Blogging, Content / eMail Marketing, professional/expert seminars, a whole videoBook, eBooks and much more. You can register now for free by downloading the (also free) Social Media Marketing Essentials Mini Course and newsletter.
[Video transcript available. Click "Continue..." below.]
Video Transcript
Okay, so that leads me to topic number four. And that is your own personal brand.
So, you need to think about what you want your brand to be.
For me, for example, the brand I’ve tried to cultivate is one of someone who helps small businesses and non-profits create online training environments using video and online communities.
So, that is where my fire starts. What really excites me.
For you, you have to do the same thing. Spend some time thinking about what is that floats your boat? What niche are you in? Who do you like working with? What do you like talking about?
In one of the community learning portals I manage, I actually have a little video that talks about creating your purpose statement. It’s a paper and pencil exercise I suggest people do when they ask me about which social networking technologies I suggest they begin with. I tell them that a paper and a pencil are two powerful technologies to start with that will help get them—and you—started with social networking on the right foot. I’ll make sure to include a link to that video somewhere on the page in which I place THIS video.
Now I just want to be very clear about something. Your brand shouldn’t necessarily be all about the thing, or things, that you want to sell. So, for example, if you're a developer of training and web videos for online learning communities, your brand shouldn’t necessarily be about getting paid to make web videos and developing training.... rather, it should be focused around who YOU are. WHAT your interests are. The THINGS that you’re expert in. In a nut, your brand communicates your values, interests and passions.
So earlier, when I said that the brand I try to cultivate is of someone who helps small businesses and non-profits create online training environments using video and online communities, I wouldn’t want to build my brand around selling those services. Rather, I like to share with others in my network the values, interests and passions that fire me up about that subject matter. The sales and revenue will happen when people are ready and have a need for those services. If you’re passionate about your brand and your content, they’ll remember you when it comes around.
Now, just a quick word about what I just said about “when it comes around.” When people in your network finally come around and express interest in your services, you should understand that they are then entering a different stage of the relationship with you. That stage includes a customer service funnel. Which we won’t be talking about here. But it is one of the topics we’ll hit upon in this training series that you should have a process for, as well. Because lets face it, if you have no way to usher them forward through that funnel when they’re ready to be ushered down that path, you may be viewed as a generous person now, but the reality is, your ability to continue providing value to others through your generosity of information and content will be severely impacted by the realities of your ability to monetize those relationships in appropriate and acceptable ways. When they’re ready to do business with you, you should have a process in place to do business with them respectfully, appropriately and trustingly. And we’ll talk about that in one of the upcoming training sessions.
Okay, so just to wrap it up. Once you figure out your brand and your purpose, then you'll be able to start creating your content and value according to your own niche, your values, interests and your passions.
And then, armed with that, you'll be able to use the social networks to relate with people who share interests and needs in your special niche in a way that the people you connect with can begin seeing you as an authority in that community.
Okay, so we covered a lot in this first session. We talked about the importance of the philosophy of relationship building and trust that you want to start with.
We also talked about where to find good content, as well as focusing on the relationships within your networks—while keeping an eye towards the processes and realities of the business opportunities resulting from those relationships when your friends are ready to initiate that opportunity. And finally, we talked about the importance of your brand, and how that relates to your purpose for engagement in social networks.
So that's it for today. Stay tuned for Day 2 of this training series. That will be coming tomorrow.
Until then, remember, if you liked this and are seeing the value in the training I’m providing, please share it in your networks.
Enjoy the rest of your day. I'm looking to sharing more info with you tomorrow.
