Archives Section IX
Elevator pitch tips
You just have a minute or less to make an impact so use it wisely. My tip is to focus on the key components which are who, why, selling point, and the ask, so think about your goal to guide your pitch.
Successful e-commerce strategies
My best marketing strategy tip would be to give before you get. Give them something of value before you ask for an order. It can be an article, an invitation for whitepaper, webinar, podcast, etc., just show that you value them and want to build a relationship beyond the transaction.
Entrepreneurial advice
I started a global branding and marketing firm 17 years ago and I did not appreciate or realize that most of my business would come from public speaking and networking.
How to cast video spokespeople
The key is authenticity whether they embody the values of the brand. Their look and feel matter, but the main thing is do they live the brand and is it consistent with their own life choices?
Early stage startup tips
I did my listening tour the old fashioned way by sending out emails & picking up the phone, then brought a pad & pen, asked a few open-ended questions then shut up and started taking notes.
Startup lessons learned
Until you know your business is launched I would say to put your budget into things that help fill your pipeline with customers. Getting your domain name and a website up and running is key.
Naming tips
We do a lot of naming work and the first step is to create the committee or team in charge, identify who else should be involved in the process, and then set the criteria.
Avoiding burnout
Plan a vacation. Buy tickets to lock in a date so you can start preparing. The mental escape of knowing vacation is coming up will help you get through the tough times.
How to improve your search engine ranking
ork with someone who does this regularly. They know the search engines and the latest algorithm changes. It will save you time and will be much more effective than trying to learn it all yourself.
Customer service quotes
People do not care how much you know until they know how much you care.” -Teddy Roosevelt
I like this customer service quote and find it inspiring because it is a simple reminder to me and my team to listen more than talk, show empathy, and try to look at the situation from the customer’s perspective.
Small business owners chime in on the economy
The uncertainty over the recent government shutdown had ripple effects throughout the economy that impacted the start of the new year and hurt the stock market, which has caused businesses to give pause.
How big brands can reach small businesses
Whether it is a coupon or direct mail piece from a retailer, a sample from a food & beverage company or a clever ad for a new technology device, if you can get my attention with a compelling story for your product or service I am hooked.
Growth hacks
Thought leadership is a great way to build your brand, increase your visibility, raise your profile and attract more clients/customers.
Social media marketing trends for American Express
In a mobile-first world, you have less time to grab people. Attention spans are shorter than ever so video will be used even more.
Authority Magazine CEO interview
If we all focused on figuring out ways to bake new pies and not just divide the ones we have we’d all be a lot better off. Just be kind. It would be a nice counterbalance to what we see in Washington and all over the media today.
SEO for beginners
Work with someone who does this regularly. They know the search engines and the latest algorithm changes. It will save you time and will be much more effective than trying to learn it all yourself.
Guerrilla Marketing ideas
avoid spending money on things like fancy brochures, letterhead, business cards, etc. Your story will evolve as you find your market.
Business Insider money advice
Do not up your spending when you get a raise – up your savings instead. Also, make sure to save something from every paycheck.
What SMBs think and why it matters
The uncertainty over the recent government shutdown had ripple effects throughout the economy...
Essential skills for success
Most of my business comes from public speaking and networking so those are 2 key skills that have helped me succeed. I also recommend thick skin, a strong work ethic and a good sense of humor...
American Express small business growth advice
A listening tour with not only potential clients and customers but with your employees and suppliers could generate a lot of time and money-saving strategies.
Hiring an agency
There is no one size fits all here it really just depends on your goals and what level of confidence you need to make decisions and move forward. Some may work on a project basis others will require a monthly retainer so find an agency that fits your needs
Ready to mentor?
I have learned that age is not the determining factor to become a mentor. It is about a willingness to share your knowledge and lessons learned so that you can help others.
Average day of an entrepreneur
I always eat breakfast and like to work out at least 3-4 mornings a week to get my day off to a strong start. I feel I have more energy all day when my heart and brain kick right in!
How to pick a title
I had always aspired to be CEO of a business (like my father) so that was easy, but founder made sense and appealed to me as an entrepreneur starting a new business.
Inhouse vs. outsourcing marketing
You have one chance to make a great first impression so if you are launching a business, website, new product or service and you do not have the right expertise in house then it is time to bring in professionals who can help.
Typical work week for entrepreneurs
Even when I am running errands, exercising, grabbing coffee, etc. my antenna is always up. Marketing is about spotting trends, talking to people, asking questions, connecting the dots so you always have to have your eyes and ears open.
Death cleaning
Now Arnof-Fenn says she tells “everyone to ask their parents while they are still alive a lot of questions and have them give things to their grandkids directly” as “it will mean a lot more to them and you will get the stories of why the things are important.”
SMB Marketers highlighted
Running a global marketing business provides me a platform to do work I truly enjoy with and for people I respect. I get to set my priorities, I have time to travel and hang out with my inner circle, and work out every day. It has been a journey to get here but I am lucky to have found it. I love the autonomy, flexibility and the fact that I know every day the impact that I have on my business.
Expert advice
I am the founder & CEO of global marketing and branding firm Mavens & Moguls based in Cambridge, MA. Our clients include Microsoft, Virgin, venture-backed startups as well as non profit organizations. I graduated from Stanford University and Harvard Business School. I am a popular speaker and columnist who has written for Entrepreneur and Forbes.
Tips for starting a business
I would recommend NOT spending money on things like fancy brochures, letterhead, business cards, etc. Until you know your business is launched I would say to put your budget into things that help fill your pipeline with customers.
Selling a home
The sentiment surrounding a family home may cloud any given sibling's idea of how much the home is actually worth. The solution? Have the home's value appraised to avoid a family "debacle," ...
Importance of self-care
I am a big fan of Tai Chi and started learning it around 13 years ago and have gotten progressively addicted over the years. I now know the choreography of two different forms and absolutely love it — it is a way to both relax and focus
Inspiring business quotes
“I want to put a ding in the universe.” Steve Jobs
Boy did he ever! He touched almost everyone on every continent with his creativity and innovative products that were beautifully designed and fun to use. What a wonderful legacy he left for all of us.
What to do differently
The hardest lesson I learned when I started my company is not getting rid of weak people earlier than I did in the first few years of my business. I spent more time managing them than finding new customers.
Networking tips
You can be active online on blogs, LinkedIn groups, and other sites, You can build a reputation online as an expert or as a witty member of the group that way.
Company culture
The key is to ask pointed questions about what makes this company unique, special or different.
Sales prospecting tips
Leveraging LinkedIn to find out who you and a prospect know in common, then using that connection to open the door as more of a warm lead.
Inspirational business books
There are a lot of great business books out there but one I highly recommend is Start With Why by Simon Sinek. He shows how successful leaders throughout history have been able to inspire their organizations to achieve greatness by identifying the underlying motivation.
CEO profile
I feel very lucky to have created an ecosystem where I spend most of my time doing things I truly enjoy with and for people I care about both personally and professionally. I make time every day for some form of exercise and I laugh a lot. I know how fortunate I am.
Staying ahead of the competition
Networking, giving talks and writing articles [can help you] become a thought leader in your industry and increase your visibility and profile relative to your competitors
Business trends
Technology runs our lives more than ever, but it is relationships that drive business and commerce, so people will find more ways to connect in person to build trust and strengthen connections.
Lead nurturing strategy
I’ve found that building relationships is what drives my business, and technology supports those relationships once they’re solidified. Technology helps advance the conversation, but it will never replace those human interactions that build trust over time.
Life lessons
Whenever you have the chance to say or do something kind choose that route. Being snarky or a bully may seem like fun at the time but it really is not worth it in the end.
Global PR expert
Paige Arnof-Fenn is the founder & CEO of global marketing and branding firm Mavens & Moguls based in Cambridge, MA. Her clients include Microsoft, Virgin, The New York Times Company, Colgate, venture-backed startups as well as non profit organizations.
Exceptional customer service
In my experience even if they cannot solve the problem if you feel respected and heard but the best they can do is refund you or offer a discount then at least you can say they tried.
How to protect your brand online
Succeeding in the social sphere also requires that brands generate a lot of content, which in turn can help to push down any of the negative comments that might be generated, making them less visible.
Traditional vs. online marketing
It comes down to where the best place is to find your customers. Traditional marketing including, print, direct mail, etc. can be very effective when trying to reach an audience that tends to skew older, less tech savvy, or where lots of information needs to be processed and considered to make a buying decision.
Getting brand feedback
People love to be asked their opinions and they will share feedback and tell you where they have problems and need help.
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Sales prospecting calls
If I could help you solve one problem today, what would it be?
Making content go viral
KFC has tried numerous humorous tactics for creating a stir. And quite a few of their campaigns have gone viral.
How to pick an agency
You have to kick the tires and look under the hood by talking with them, checking their references and seeing if there is a chemistry fit.
How agencies charge for their services
It depends. We charge by the project or on a monthly retainer depending on the scope of work, but some firms will bill clients on an hourly basis. Others may work for a success fee or for stock so you just have to ask, there is no set fee structure for agencies.
Resources for digital marketers
“Anything by Seth Godin but one of his latest is This is Marketing: You Can’t Be Seen Until You Learn to See. He is a master who really understands what drives people to purchase from a practitioner’s perspective using his first-hand experience and simple language not jargon”
Career advice and tips for success
Always be in a situation where you can learn from the best.Your work environment matters. When you work with a broad base of smart people, you never know where you'll end up. Later in life, you might find yourself getting pulled along with them on the way to bigger and better things.
Startup advice
There is never a perfect time to launch. I started a global marketing firm 16 years ago and recommend that first, make sure you have a strong idea
Sales prospecting tips
leveraging LinkedIn to find out who you and a prospect know in common, then using that connection to open the door as more of a warm lead.
How to change the world
Examples abound from picking up litter in your neighborhood to volunteering at a local food bank or women’s shelter to reading to children at the library to visiting with the elderly on a regular basis.
How to build a global company
Paige talks about two inflection points in her life, the advent of the internet in the late 1990s and the resulting startup opportunities for her and the second inflection point being the economic depression after 9/11/2001 World trade center incident and the opportunity it provided her to start her own company.
What makes a hero?
I think some of the most heroic people are actually ordinary people who find themselves in extraordinary situations and in that split second just do the right thing without giving it a second thought.
Understanding customers
It’s so important to attract the right people as clients and colleagues for the ecosystem I am trying to build. As a leader, you need the best talent, and getting the right people on the team is key to being successful.
Forbes piece on delegating
...hire great people who are smart, have a growth mindset and share your values—then give them the tools and responsibility to flourish.
Archives Section X
Using PR to grow your business
I use thought leadership as a great way to build my brand, increase my visibility more broadly, raise my profile and attract more clients/customers. If you cannot afford hiring a PR agency to get attention, activities like speaking at a conference, writing articles, building your following on social media all contribute increasing your awareness with the media, potential customers and building your credibility with a larger community.
How to change the world
Whether you want to help children, animals, the environment or people with special needs, just ask around your local community and you will find many ways to change the world. It starts with you.
How to stand out
The best ways to break through and stand out are to focus on just a few things and do them really well. It is about owning very specific real estate in your customers’ minds and constantly reinforcing a few key messages in everything you do.
How to create opportunities
I think that respecting my time on the calendar and taking myself as seriously as I take my most important clients is the least I can do because if I am not at my
peak performance I am not going to be useful to anyone else either.
Networking in business
Prospective customers and jobs can come from anyone anywhere anytime so you should always be on your best behavior & make a great lasting impression. Be nice to everyone & make friends before you need them, you never know who is in or will be in a position to help! Cast a wide, net the more people you know the more referrals you can get down the road.
Tory Johnson Spark & Hustle interview
My DNA is in every big decision that is made, I created this brand from scratch and have helped some fabulous businesses become more successful than they were before they met me.
Advice from expert business owners
If the team is not on the same page, as your business starts to take off the laggards will feel threatened and the culture will suffer. Keep the bar high and attract the best talent. You will never regret it.
Sales tips
Make a list the movers & shakers, people you admire and prospects, ask a few smart open-ended questions then sit back and take notice.
Entrepreneurial advice for college graduates
The people you start a business with are not always the best ones who grow with you. If you find yourself with people who are not up to the challenge and able to scale, do yourself, and them, a favor and move on.
Characteristics of successful people
We savor vacations, sharing meals with family and friends, hobbies, the simplicity of a walk on a beautiful day, a good book or a great conversation.
Leadership styles
I like to ask lots of questions and get input from all parts of the organization because I have found some of the best ideas come from unexpected people.
Editorial calendar tips
To generate ideas I look at the calendar to see if there are any natural opportunities based on the season or activities like taxes, graduation, holidays and also keep a running list of topics I get asked about by my clients and other business owners.
Living a meaningful life
Find those communities where you can contribute and shine. Whether you work or volunteer be part of something bigger than you.
SEO fundamentals and KPIs
People hate waiting for pages to load and when sites are hard to navigate, so make sure your site is mobile-friendly. All the other stuff is just bells and whistles if you don’t get the basics right.
Interview questions to show interest
It is critical to ask questions to show you are interested and have done your homework. You want to leave them with the impression that you are a hard worker with a lot of energy and a strong work ethic.
Content distribution tips
“Find like-minded brands targeting the same audience. You can share existing content through newsletters, websites, social media, joint promotions, and more to expand your reach.
CEO hacks
What I have come to appreciate and realize is that to stay sane and be successful me time is not a luxury or pampering, it is maintenance!
Interview follow up tips
Immediately write a thank you note/e-mail to show professionalism, interest and reiterate any key points from the interview. If you promised to send along additional info or a link then do it here. If the timing was discussed during the interview then confirm it here as well.
Mentor questions
- “Is there ever a life balance?”
- “What is your biggest source of pride and joy?”
- “How have you recovered from failure?
Ecommerce marketing tips
I think Video Marketing & Rich Multimedia Content are the most promising approach. In this digital era, you have less time to grab people’s attention. Thus, videos marketing will be really helpful, along with Gifs, Memes and other engaging forms of rich multimedia content.
Effective leadership traits
Strong moral compass – you cannot compromise on ethics and values. Good communicator – able to rally the troops and keep them on the critical path. Smarts – technically competent and they work hard to earn the respect of their team. Bonus – great sense humor and fun to work with.
PR strategies for startups
I think PR is the most cost effective tool in the marketing toolkit so choose high impact activities that work for you and play to your strengths. I am a big fan of Content Marketing and Thought Leadership which are great ways to build your brand, increase your visibility more broadly, raise your profile and attract more clients.
CEO nugget
Most people take many detours on their career path before finding their true calling. Don’t be disappointed if you get to 40 and are still exploring because the journey really is a great adventure so enjoy it!
Company culture
The key is to ask pointed questions about what makes this company unique, special or different.
Professional e-mail tips
If you have a contact in common who mentioned the person to you, I start the e-mail with a subject line of “XYZ suggested we connect” so that even if they do not recognize my name in their inbox XYZ should ring a bell.
Mission vs vision statements
The vision is about your goals for the future and how you will get there whereas the mission is about where you are now and why you exist...
Local marketing tips
Getting your URL and a website up and running is key. I created online stationery for proposals and invoices, ordered my cards online and made downloadable materials as leave-behinds for people looking for more information to help me find clients more quickly.
Market research advice
Start listening with no strings attached, you'll be amazed what you find. It does not cost much, for the price of a few coffees and meals you will get an earful. I had no idea what to expect and got a lot of new work as a result.
SEO techniques
Instead of trying to start your own blog or newsletter, try contributing regularly to existing well-trafficked blogs in your industry—or newsletters of like-minded organizations reaching the same target audience as you.
Books for young entrepreneurs
Learn to succeed at entrepreneurship while young by reading these books for young entrepreneurs.
Elevator pitch tips
ou just have a minute or less to make an impact so use it wisely. My tip is to focus on the key components which are who, why, selling point, and the ask, so think about your goal to guide your pitch.
Customer service
Now that I’ve got my own business, I’m hyperaware of this and am such a stickler for knowing people’s names, what their story is and what’s going on with them. It’s very important to me that people feel taken care of.
Real estate advice
Boston-area based marketing professional Paige Arnof-Fenn and her husband weren’t actively looking to buy a home when they stumbled on an open house in their neighborhood during July Fourth weekend.
Worst jobs ever
Paige Arnof-Fenn, the CEO and founder of marketing firm Mavens & Moguls, jokes that she "started at the bottom," and she did … marketing toilet paper. She says of her time in the TP business, "those are focus groups I would not recommend," but thanks to her sense of humor and drive, Arnof-Fenn was eventually able to build her own marketing firm and create the career of her dreams.
Small business tips
The single largest differentiator between small businesses is how strong their customer service is. Think about it: how many times has someone gone out of their way to help you?
Why we do what we do
To leave the world better than I found it and be remembered by the people whose lives I touched as a force for good in their lives.
Defining disruption
Disruption is about breaking tradition and status quo, shaking things up and forcing people to look at something with fresh eyes.
Business Insider how to get into Harvard
I had great recommendations from bosses, wrote good essays, and applied in the first round so felt I had a good shot to get in," explained Arnof-Fenn — and she did.
Getting and using testimonials
...after completing a project when a client writes to show appreciation for our process or the deliverable, I ask if I can quote them, as well. I have never been turned down! Don't be shy when you succeed- celebrate!.
MBA career path
.My MBA taught me how to make decisions without all the data and build the confidence to pivot as new information became available. I learned how to present my ideas in a compelling and succinct way and to speak up.
Business book recommendations
One of the all-time great reads is "How To Win Friends & Influence People" by Dale Carnegie, which gives great advice on manners and people/human nature. You cannot go wrong with this one!
Brand reputation
Successful businesses understand their product or service is about more than the transaction: they are in the relationship business.
Team building advice
Be a good listener and make sure you hear the others, their hopes, frustrations and intentions. If the lines of communication are open and everyone makes an effort to listen and be heard then collaboration will happen naturally and the information will flow.
Advanced SEO techniques
When paid listings are shown beside organic, the click-through rate of paid ads increases. This means that clicks increase for both organic and paid listings when they are both featured and do not detract from each other.
Archives Section XI
Authority Magazine on becoming a Thought Leader
Thought leaders are the experts who invest time and money to educate others on something they care deeply about. They create the content that is pushed to the market, their focus is on spreading the message outward.
Thrive Global interview on making social media kinder
I grew up in the Deep South so exhibiting good manners has been part of my life since childhood. I have seen that minding your Ps and Qs really does make a difference in business.
Medium interview on CEO lessons learned
I have found that I learn more from the bad and tough situations in my career than when things go smoothly.
Reader’s Digest life advice
I wish I could tell my younger self that you will be a student for the rest of your life so never stop learning new things.
Thrive Global on stress management
Movement is essential
I started practising Tai Chi over 12 years ago and was addicted to spending time.
Most innovative organizations
The NBA, National Basketball Association
Of all the sports leagues they seem to have built the strongest global brand with players coming from Africa, all over Eastern and Western Europe, Latin America, etc.
Marketing mistakes that worked out for the best
Yikes — No Business cards! How a handwritten note landed a big client.
Entrepreneur productivity tips
To be more productive, I try to find creative ways to multi-task that incorporates work and exercise.
Tips for being disruptive
I love solving problems and helping people so for me starting a conversation is the best way to disrupt the status quo.
Ways to improve customer service
The goal is not to wear them down or impress them with your smarts. The goal is to connect, communicate clearly, solve the problem and move on.
Industries ripe for disruption
Technology has disrupted so many parts of our lives already (Transportation – taxis/Uber/self driving cars, Entertainment Netflix, Spotify, streaming, etc) and the world is changing everyday but the industries I think will change the most in the near future are Healthcare & Insurance.
Thrive Global on Thought Leadership
Thought leaders are the experts who invest time and money to educate others on something they care deeply about. They create the content that is pushed to the market, their focus is on spreading the message outward.
Medium interview on kindness online
I for one am glad there are still people out there who appreciate and exhibit good manners. Call me old fashioned but I think it is a lot nicer to live in a world where civility counts both online and off. I am certain I would not last long in Washington, DC these days.
Thrive Global interview with CEO
It takes effort and a commitment to excellence to continually improve as you move up the ladder and especially when you get to lead. I do not think there is one silver bullet, I use a combination of reading and learning online and off, attending conferences and talks, networking, finding mentors and listening to all...
Associated Press business e-mail advice
...owners trying to sell to other businesses find a way to personalize the subject line: “XYZ suggested we connect” or “Great talk at the conference this week!”
Productive ways to combat boredom
Get to know people in other functions by setting up lunch and coffee meetings to find out more about what they do and who they are, the more you connect will strengthen working relationships too.
Best sales management books
...these transformative books are here to share the wisdom of their successful authors. Follow their footsteps and you’re bound to find a strategy that works best for your business.
Best books on disruption & innovation
Innovation and Entrepreneurship by Peter Drucker is a classic. It is filled with timeless insight and practical advice that still is relevant today despite all the new books that have followed.
Lead nurturing tips
Technology helps advance the conversation but it will never replace the human interaction that builds trust over time.
Relationship marketing
Customer relationship management tools are only as effective as the relationships you have built. I recommend disconnecting from technology periodically and focusing on cultivating human, face-to-face relationships.
Lead generation tips
Make a list the movers & shakers, people you admire and prospects, ask a few smart open-ended questions then sit back and take notice.
Best social media marketing books
Social Media is often under-recognized as a powerful tool to further your brand, but these books show its power.
Social media marketing
She advises B2B marketers to make sure all of their online personas synch up.”You cannot be one way on LinkedIn and another way on Facebook.”
Innovative entrepreneurs
I think Sara Blakely represents both innovation and disruption. She identified a problem women had that was not being addressed and created a new category making her a billionaire.
Volunteering, just do it
Paige reminded me that if non-profit work is important to me, I should just make it happen. She suggested “be creative, be resourceful and you might just surprise yourself.
Best online marketing books
Online marketing is officially relevant now. Get ahead of the curve with these top books!
Benefits of an MBA
Going back to school allowed me to rebrand myself, try a new area as a summer intern, gain new skills, and build my confidence. For me it was critical for finding work I enjoyed and making the transition smoothly.
B2B marketing the age social media
It’s important, when incorporating today’s new high-tech tools into your marketing mix, to retain key marketing strategies from the so-called old days
Self improvement expert
Paige has built world class brands at Procter & Gamble, Coca-Cola and 3 successful startup companies on both the West and East Coast (all dotcom survivors). Paige has been quoted recently in The New York Times, The Washington Post, Fox TV and is a thought leader and sought after speaker.
Successful entrepreneurs
For me, Seth Godin is the gold standard. He has a great story to tell and has created a strong platform that ties together his writing, speaking, and social media in a way that consistently builds his brand.
Weekly trend spotlight
As an entrepreneur, I can be selective. Less really is more. I’ve chosen quality over quantity. It sounds trivial but it is true. I created a platform to do work I enjoy and feel energized by. I feel I have found my purpose because I used to work all the time and life was passing me by.
Successful turnarounds
...my vote goes to Arianna Huffington at The Huffington Post. Today HuffPo is one of the most well-read and well respected online media outlets but when she started it in 2005 she had lots critics who dismissed her unpaid bloggers and editorial content. She was a visionary who was undeterred and in 2011 she sold to AOL for more than $300 million.
Defining business success
To me, growth for growth's sake is meaningless," said Paige Arnof-Fenn, founder and CEO of Mavens & Moguls. "But profitable growth with interesting clients solving important problems is what keeps me engaged and excited."
Value of an MBA
There is no shortage of organizations that can benefit from a well-trained businessperson who can set a vision and develop strategies, plans, budgets as well as lead and motivate the team.
Health Hacks
Instead of meeting up with your local colleagues at a coffee shop, over a meal or chatting with them on the phone, meet them for a walk so you can catch up while you are getting some exercise, too. You'll feel great after, the time will fly, and it will be a fun activity to share
Sales strategies to stand out
When you stop selling and start sharing it becomes much easier to have a conversation and solve problems.
Online marketing tools for managing your reputation
Beware of trolls who try to bait you online by posting comments from fake accounts challenging your credibility or questioning your reputation online. You have to monitor sites carefully these days.
Beginner books on business
Get started with learning about business with these wonderful books
How mistakes affect success
Mistakes make you smarter and teach you lessons in a deep way that success never can. I started a global marketing and branding firm 18 years ago and my biggest mistake was not realizing sooner that the people you start with are not always the ones who grow with you.
Advice from Sara Blakely
It is true that you should hire slowly and fire quickly. I did not make that mistake again later on so learned it well the first time. I wish I had known it even earlier though but lesson learned for sure!
Advice to mompreneurs
“When I worked at big companies I always felt the ball would roll with or without me, ” Paige shares. “Now my DNA is in everything we do and I can trace every decision and sale to something I did or a decision I made.”
Best leadership books
Another good one is Getting To Yes — I took his negotiations class in business school and this reminds me of what he taught us, we are constantly negotiating in business and you have to always keep in mind what your best alternatives are and be ready to walk away.
Personal Branding
Authentic relationships beat marketing automation every time. Technology runs our lives more than ever but it is relationships that drive business and commerce so people will find more ways to connect in person to build trust and strengthen connections.
Is success overrated?
Balancing success with a full life and sharing it with close friends and family makes the highs even higher and provides meaning and purpose to your life.
No regrets
I am 54-year-old and never wanted children. I had a very happy childhood I just never wanted to be a mom. I love being an aunt and godmother and spending time together with the kids in my life. I get all the benefits of parenthood with none of the drama and baggage.
Executive Spotlight CEO interview
My dad — CEO of a public company who showed me that leaders could be compassionate, strong and successful Former boss — made me defend my point of view and be tough, not to be scared to fail or speak up...
The value of mentors
I have had great mentors and champions throughout my career. In my corporate life, I had bosses, senior women, or alums from my alma mater who took me under their wings to help me advance and show me the ropes.
Entrepreneurial traits
Being able to share your story is critical to spreading the word and turning your dream and vision into reality. Communication goes both ways so learn to talk and listen for best results.
Entrepreneur spotlight
I have found that building relationships are what drives my business and technology supports them once they are solidified. Technology helps advance the conversation but it will never replace the human interaction that builds trust over time.
How to staff your organization as you grow
Another option is to grow horizontally and compensate people for bringing in work thereby gaining leverage through a network effect of casting a wider net.
CEO interview
We are a global network of seasoned marketing experts who can do anything a marketing department, market research shop, public relations firm or ad agency does on an as needed or outsourced basis.
What motivates you?
Share some ideas to validate that passion and show strengths and creativity, then it comes down to a cultural fit and good chemistry as to whether to hire them.
Becoming happy
Whether it is running, knitting, reading, singing, anything just make sure you carve out time to do activities that enrich your life mentally, emotionally and/or physically that keeps your batteries charged and your juices flowing.
Selling professional services
Start by speaking at local events to get used to the public forum. Then, submit proposals to speak at industry conferences, global trade shows, and even global events. Even one conference can bring in hundreds or thousands of leads.
Finding great clients
I did my listening tour the old-fashioned way via emails and phone. Then I got a pad and pen and asked a few open-ended questions. For the price of a few coffees and meals, you will get an earful and it’s a smart investment to learn more about people, find an authentic edge, and make a smart investment in getting your business right.
BossBabe interview
Branding is very important to growing your business because if you do not brand yourself then the market will brand you instead.
Role of mentors
Their advice has helped me be thick-skinned, brave, kind and smart which has helped me succeed both as an entrepreneur and within organizations. I am eternally grateful for their support and advice.
SEO for startups
Attention spans are shorter than ever, so if your site is not optimized to be mobile friendly and load quickly, you will lose visitors’ attention.
Cost of digital marketing help
There is no one size fits all here it really just depends on your goals and what level of confidence you need to make decisions and move forward.
B2B Lead Generation
Make a list the movers & shakers, people you admire and prospects, ask a few smart open ended questions then sit back and take notice. They will be more than happy to tell you what is on their mind. If you listen to what they share with you there will be plenty of opportunities to help them. I did it when business slowed and picked up several new clients but you can do it any time.
Essential skills to be CEO
Your business will not survive unless you can sell to your customers, clients, investors, employees and Board so get comfortable selling because your success depends on it!
BHAG
My BHAG is to bring world-class marketing communications to worthy organizations irrespective of budget.
Ways to happiness
I never had any interest in knitting before but I guess turning 50 made me curious about picking up a new skill and meeting new people. I highly recommend it.
Books that inspire entrepreneurs
How To Win Friends & Influence People by Dale Carnegie – it is evergreen with insights on manners and people/human nature.
Discussion on Big Hairy Audacious Goals
I want to help the best brands around the world find their voice so that their target audience can find them quickly when in need of their products or services.
Best marketing strategies
Everyone is not going to like you or hire you but for the ones who would be a great fit for you make sure they feel and keep a connection and give them a reason to remember you so that when they need your help they think of you first.
Thoughts on Tom Brady’s TB12 brand
I can see him making more money and being more successful in retirement than he did at the peak of his playing career.
Mobile marketing strategies
Don’t forget the basics when it comes to mobile marketing. Before anything, your marketing teams needs to ensure your digital properties are mobile friendly...
Customer support and feedback
Start listening with no strings attached and you’ll be amazed at what you find.
When to bring in freelancers
The benefit of bringing in a freelancer is that they are trained professionals who can be very effective communicating essential information quickly.
Web design trends for 2020
Web sites should focus on simplicity & convenience as the world becomes crazier and technology gets smaller, faster and more complicated, people are finding new ways to simplify their lives more than ever. Simplicity is the ultimate sophistication after all.
Archives Section XII
CEO interview
Blood, sweat and tears! I have ideas all the time. I try to write them down so I don’t lose track of the good ones. Hardest part for me is to focus and prioritize but once I do I just make lists and start crossing things off. Once I wrap my head around it and can see the vision, I have to make it happen.
Role models
...as an aunt, godmother, and mentor I am always showing and telling the young people in my life to help them find ways to integrate your work and life so that you look and feel your best so that you can reach your full potential.
Industries not affected by business
...one area I think that will continue to grow with no business or economic concerns is around human kindness. Simple acts of helping a neighbor or friend and giving with no expectation or strings attached. There will always be a role in society for basic generosity and kindness where people just do the right things for the right reasons. It is part of an underground economy I guess that has roots as far back as we have been on this Earth. As Mr. Rogers used to say, look for the helpers. They will be there without any business affiliation and we are all better for it.
Content marketing strategies for 2020
To make content even more attractive and drive conversion you need to understand two things. First, how customers purchase a product, experience or service; and second, we need to identify our audiences’ underlying motivations.
Female entrepreneurs
"When I was a student I looked at leaders like Meg Whitman & Ursula Burns as my role models. I started my career on Wall Street in the 80s.” Things changed after 9/11 when the company she worked for cut their marketing. “All the in-house marketing jobs dried up as it became harder to raise money. Companies wanted to conserve cash, but they still needed marketing help so I hung out a shingle to assist. I never wrote a business plan. I joke that I am the accidental entrepreneur."
Effect of technology on networking
My rule is that you should network in person during the business day and do it online after hours. People do business with people they know, like and trust so you have to get out there to build your reputation online and off and work hard to build a strong network which are the best ways to set yourself up for success.
Web DesignTrends
Web sites should focus on simplicity & convenience as the world becomes crazier and technology gets smaller, faster and
2020 Marketing Trends
Being able to optimize for voice search will be key to maximize the marketing and advertising opportunities on Siri, Alexa, Google Home, etc.
Closing out the year productively
In Q4 I always circle back by phone and/or e-mail with any client who during the past year did not have enough budget to accomplish their wish list of projects with us to see if any use it or lose it money turned up at year end so that we can allocate the funds to the project for the next year.
Marketing challenges 2020
I started a global branding and marketing firm 18 years ago and, for my clients, the biggest challenge will be breaking through the noise and distraction of a US election year.
Benefits of volunteering
I am on the boards of several nonprofits and gotten to know people I have hired or recommended to others. Volunteering is the ultimate way to do well by doing good. In my experience, the more you give, the more you get.
Marketing strategy 2020
Brand enablement (Branding) is a strategy that proactively ensures a strong brand personality, identity and voice through every customer touchpoint. The core philosophy behind brand enablement is ensuring that every interaction with your brand is a good one.
Strategic planning tips
Begin by building a team to own the process and ensure there is representation from all key areas of the organization. Incorporating different perspectives makes it easier to implement and disseminate the strategic plan once it is created.
Content marketing tips
Content Marketing is a great way to build your brand, increase your visibility more broadly, raise your profile and attract more clients. Regularly share quality content and to qualify it must be timely and relevant.
Dealing with siblings
It comes down to priorities, respect and choosing the type of people you want to spend time with and be close to in life. Sharing genes does not mean you have similar values or give someone the right to treat you poorly and expect a free pass in my book
Habits of successful entrepreneurs
For me, respecting my time on the calendar and taking myself as seriously as I take my most important clients is the least I can do because if I am not at my peak performance I am not going to be useful to anyone else either.
What I love about being an entrepreneur
I love living and working in an ecosystem of people who see possibilities and opportunities everywhere instead of problems.
Authority Magazine on how to thrive
In my experience happy employees become champions and advocates for the business and the brand. When they are happy customers will follow. If companies take good care of their people then the employees take better care of the customers.
Medium on making mistakes
Do a post mortem when things go badly. You always learn more from failure than success so while it is still fresh on your mind take the time to look back at the key assumptions and decisions with hindsight and see what you missed so you don’t make those mistakes again
CEO interview
Influencers will continue to rise in prominence so partnering and building relationships with the right influencers with content that is co-created helps brands scale and grow faster and amplify and boost their message.
Being CEO
The energy, vision and culture starts at the top of any organization so I see my role as setting the tone, attracting the right team and motivating them to achieve greatness together.
The benefits of a business degree
...a trained business professional can form compelling strategies, plans and budgets and that they can also lead and motivate colleagues.
Customer service trends
...live streaming is available on every major social media platform and it is only getting bigger to hook in users with short attention spans.
Security tips for entrepreneurs
Email is key to getting our work done, so my tip is to NEVER open any attachment you are uncertain about.
Affiliate marketing insights
In 2020, I see increased use of voice search and mobile-friendly content being more important than ever before. I also predict affiliate marketing programs will get more of the budget as successful programs expand.
E-mail follow up tips
Be pleasantly persistent and remind them if you have a contact in common who mentioned the person to you I start the email with a subject line of “XYZ suggested we connect” so that even if they do not recognize my name in their inbox XYZ should ring a bell.
Escaping the 9 to 5
Like many entrepreneurs, Paige has found that the harder she works, the luckier she gets. You need to pay attention to serendipity since prospective customers can come from anyone anywhere anytime.
Looking ahead to 2020
I think the new streaming services, 5G and other new technologies will be exciting too but until the election is behind us I find it is just hard to focus.
Marketing predictions
To make content even more attractive and drive conversion you need to understand two things. First, how customers purchase a product, experience or service; and second, we need to identify our audiences’ underlying motivations.
Following up by e-mail
If you saw them speak at a conference or read an article, they wrote you can tailor the subject line to that such as “Loved your piece on ____ in HuffPo!” or “Great talk at the conference this week!l
How to pivot in 2020
Research shows that writing down your goals increases the likelihood of achieving them dramatically. We live in a world with technology and social media on 24/7 so if you do not keep your goals front and center it is easy to get distracted and lose focus with all the noise out there today.
How to find your niche
Fail fast — Don’t be scared to fail, just learn from every bump in the road so you make better mistakes next time, that is where you learn the most! You learn to do by doing. Course correct and pivot along the way, it makes for a fun career path.
Goals for 2020
My priority for the new year is to find new ways to bring creativity into my life. I think as we age it is important not to become a creature of habit and to keep your antenna up to be exposed to new and fresh ideas, products, ways of thinking, people and experiences.
Running productive meetings
One trick I learned in my corporate life is that every meeting needs a PAL — a Purpose, Agenda and time Limit. One addition I made is to make sure everyone in the meeting needs to be there so that decisions can be made faster without slowing down the process.
Favorite business book
I recommend Getting To Yes by Roger Fisher and William Ury. I took his negotiations class in business school and this reminds me of what he taught us, we are constantly negotiating in business and in life and you have to always keep in mind what your best alternatives are and be ready to walk away.
Brand Makeovers and Purpose Branding
We do a lot of rebranding work for our clients and it is time to review your brand when the market changes with new products or services, new competition comes in, new tools like social media enter the scene, consolidation starts to occur, etc.
Creating a great culture
Creating a great culture when you are leading and managing a team requires a clear vision, a commitment to hire the best people, some patience to make sure you put your money where your mouth is and a confidence that comes with experience.
Medium interview on Customer experience
The stakes are high because digital dirt can stay on the internet forever. It is important to keep your customers happy to manage your reputation today.
Life choices
I have never woken up one day wishing I had a child, so I know I made the right decision for me… I love children and had a very happy childhood; I just never wanted to be a mom.
CEO interview
For me, I started speaking at local events and then submitted proposals to speak at industry conferences and trade shows nationally and eventually global affairs too. The same advice goes for writing, start with small publications then move up the food chain to reach bigger audiences.
Content marketing goals
It is much easier to build awareness, trust, and leverage content for lead generation in my experience.
Employee engagement tips
People do not remember facts and figures but if you tell them a story that touches them emotionally you get their attention and they want to hear more.
Authority Magazine article on ways to thrive
I started learning Tai Chi ~14 years ago and have gotten progressively addicted over the years. I now know the choreography of 2 different forms and I absolutely love it. It is a way to both relax and focus. I even guest teach when the regular backup cannot be there. I have met great people, it has helped my balance, improved my bone density and helped calm my mind. I just love it.
The power of hope
Hope provides a vision of a better future which can bring happiness and connect your current and past setbacks to a better world ahead.
Benefits of public speaking
Activities like speaking on a panel or at a conference build your following on social media and contribute to increasing your awareness with potential customers, building your credibility with a larger community, and sets you up as an Influencer and Thought Leader in your category.
Payroll services for small businesses
I started a marketing and branding firm 17 years ago and have used Paychex from the start. The main benefits are convenience and cost. Like many small business owners I run payroll sporadically (not every other Friday or last Monday of a month).
CEO interview
More confidence in trusted content, friends and influencers than advertising — the world has been moving this way for years with people seeking their friends’ and influencers’ opinions and advice online on what to buy, where to go, and what to do more than a paid ad or fancily packaged content.
Being CEO
The original dream for the company started with me but if they do not embrace it too and internalize our goals we will never achieve what we set out to accomplish.
KPIs to measure traction
Repeat customers and referrals are key. They’re the most cost-efficient way to build a business and scale your brand.
Goal setting
The simple act of writing things down makes them real to me. I love crossing things off my to-do lists, it is a great sense of progress and accomplishment. I find it hard to ignore notes on the bathroom mirror or computer screen every day.
Authenticity on social media
Social media and technology are 24/7 so it is easy to get sucked into it but you do not have to let it run your life! My advice is to pick a few things you enjoy doing and do them really well.
The power of LinkedIn
A friend mine from college co-founded LinkedIn so I was an early user. I recommend that you only connect with people you actually know and can vouch for in some way. Quality of your network is much more important than quantity.
Link building tips
Don”t let social media drive you crazy, you do not need to be everywhere, it does not matter which platform you choose just pick one or 2 that are authentic to you. It should look and sound like you and the brand you have built. Whether yours is polished or more informal, chatty or academic, humorous or snarky, it is a way for your personality to come through.
Influencer marketing tips
Authenticity is by far the top trait for an influencer’s success. Once you identify a shortlist of candidates it is best to test them with your target audience to see who is the most credible and in sync with your brand
How to refresh your website
Whether you roll out small changes throughout the year or decide to go for an entirely new look, refreshing your website can help your business stay current, gain more exposure, and boost your sales opportunities.
Marketing trends
Voice user interface allows users to interact with websites through voice commands so it adds usability and functionality to your site making it accessible to all users including those with limitations and disabilities.
Success secrets
Creating a great culture when you are leading and managing a team requires a clear vision, a commitment to hire the best people, some patience to make sure you put your money where your mouth is and a confidence that comes with experience.
Retail trends
Machine learning, AI, and robots may be more efficient, but they can never replace human connection and relationships.
What I love about being an entrepreneur
I love that I created a platform to do work I enjoy that is meaningful to me and helps my clients succeed. It allows me to share my gifts and give back in ways that uniquely leverage my strengths which makes every day fun and interesting.
Making mistakes
Ask for input from many perspectives to see where things broke down. Was it is communications disconnect, lack of clarity around the goal or a team morale issue? Be open to feedback so people are honest with you so again you do not make that error next time.
E-commeerce trends
Make sure you offer several ways to talk with customers and get to know them. Algorithms can only tell you so much about a customer, transactions are driven by relationships. Use automation where you can but do not ignore the power of the personal touch.
Setting marketing goals
The [goals] ones outline several subgoals, or specific actions, that need to take place in order to accomplish the overall goal. SMART criteria can also be applied to each of those smaller goals in the same way for best results.
Sales KPIs
Monthly calls/e-mails per rep.....I like this because it shows hustle, you have to plant a lot of seeds to get them to sprout so I want to make sure the top of the funnel is full. It is about building relationships over time so the follow-up and follow-through are important.
Working remotely successfully
Carve out space for work only that is separate from your living space. You and your family need to respect that when you are there it is for work but other times are for enjoying. It will also keep you more organized.
Brand Makeovers and Purpose Branding
Branding is the systematic process to develop the strategy and Advertising is a piece of the marketing pie, one of the tools in the marketing toolkit to reach your target audience and help persuade them to purchase your product or service. Ads change regularly with new messages and content but the brand values remain consistent over time.
Creating a great culture
Creating a great culture when you are leading and managing a team requires a clear vision, a commitment to hire the best people, some patience to make sure you put your money where your mouth is and a confidence that comes with experience.
Content marketing goals
It is much easier to build awareness, trust, and leverage content for lead generation in my experience.
Building brand awareness
Thought Leadership is a great way to build your brand, increase your visibility more broadly, raise your profile and attract more clients/customers. Activities like speaking at a conference, writing articles, building your following on social media all contribute to increasing your awareness!
Brand marketing KPIs
...for my business the top KPI is Customer Lifetime Value so that I can replicate my best clients, reduce churn and learn what makes them happy so I can increase the value.
The Biggest Mistake I Made As A CEO
Ask for input from many perspectives to see where things broke down. Was it is communications disconnect, lack of clarity around the goal or a team morale issue?
PR tips for yoga studios
People do business with people they know, like and trust so creating a compelling brand online is key to building a strong reputation. The goal is to find the right words and pictures to tell your story.
Best business podcasts
My new favorite podcast is called Remarkable People by Guy Kawasaki. He started the series at the end of last year and so far he has talked with everyone from Jane Goodall to Phil Zimbardo to Martha Stewart.
Marketing predictions from around the world
Live video will grow in importance—live streaming is available on every major social media platform and it is only getting bigger to hook in users with short attention spans,
Marketing trends
When used strategically, AR and VR are a big competitive advantage to accelerate the sales cycle with your customers so use it to help them answer questions and buy.
Personal branding
Be honest. Let your brand be known for speaking the truth, and you become the trusted advocate and go-to source.
Effective SEO techniques
Web pages that contain long high-quality content get more visibility and shares so becoming that trusted source and influencer with timely and helpful answers to questions gets rewarded quickly.
Startup obstacles to avoid
I recommend not spending money on things such as fancy brochures, letterhead, business cards, etcetera. Until you know your business is launched, I would say to put your budget into things that help fill your pipeline with customers. Getting your URL and a website up and running is key.
Employer marketing tips
Smart speakers and voice search are growing in importance, so being able to optimize for voice search will be key to maximizing marketing and advertising opportunities on Siri, Alexa, Google Home, and more. I predict that the medical practices that are more customer-friendly, with less invasive ads, are going to win big.
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Being bold in business
I am bold by showing up every day with renewed energy and enthusiasm to find new customers and continue to delight the ones I already have with my smarts, humor and attitude./
Business regrets
The hardest lesson I learned when I started my company is not getting rid of weak people earlier than I did in the first few years of my business. Â I spent more time managing them than finding new customers.
Strategic content marketing
Finding your specific focus for disseminating content is the key to being most efficient and effective with your ef- forts. You don’t need to distribute your content through every available channel—just the one(s) most likely to connect with your audience.
Goals for the new year
I predict that the brands that perfect the branded skill with more customer-friendly, less invasive ads are going to win big.
Making bold decisions
I need to feel comfortable and try to collect customer data or talk with key stakeholders to make sure I have considered the decision from multiple perspectives.
New year guide
As we age it is important not to become a creature of habit and to keep your antenna up to be exposed to new and fresh ideas, products, ways of thinking, people and experiences. It is so easy to get busy and let inertia kick in so make a conscious effort this coming year to being more creative in everything you do.
Authenticity on social media
Content Marketing and Thought Leadership are great ways to build your brand, increase your visibility more broadly, raise your profile and attract more clients/customers
The power of LinkedIn
LinkedIn is a great tool for staying in touch and for checking people out through the back channel before you meet or talk with them. I always see who we know in common and also if they are connected to people I do not respect or trust that may tell me something too.
Affiliate marketing insights
My advice is to focus on being helpful first and foremost and making the sale later. People notice and appreciate authentic content that educates, informs and entertains which builds the foundation for a trusted relationship over time.
Customer care
In my experience, even if they cannot solve the problem, but you feel respected and heard, and the best they can do is refund you or offer a discount, then at least you can say they tried. Some problems cannot be fixed, but everyone can be treated fairly and with dignity.
CEO advice
Don’t be disappointed if you get to 40 and are still exploring because the journey really is a great adventure so enjoy it!
Medium story on marketing strategies
We have resources in 14 cities in the US and major metro areas overseas. Everyone in the group comes out of the industry, so our heads and hearts are much more aligned with our clients than a typical agency or consulting firm.
Communications challenges
Customers are savvy today, they are happy to buy what they want and need but they do not like to be sold things.
Influencer marketing tips
My best tip for a successful influencer marketing campaign is to utilize a mix of influencer types. Instead of just focusing on the most popular/branded individual influencers, include internal experts, micro-influencers, niche experts prospects and customers in your influencer marketing mix.
Taking a break
The team and clients appreciated the role I play better when I was not there and it is nice to feel valued and appreciated!
Event Marketing KPIs
Attendee satisfaction and Net Promoter Score are keys to success in my experience.
Setting sales goals
Goals can change or morph over time but I respond well to having clear goals I want to achieve with the time I have.
PR's value over advertising
The smaller the budget the more important it is to do PR because advertising is about reach, frequency and volume so if you cannot advertise a lot you will not get noticed or remembered at all so it can be a waste of money.
Thrive Global interview on marketing strategies
It is well known that it is cheaper and easier to keep current customers happier than always filling the bucket with new ones. I predict B2B firms will find new ways to deepen relationships and expand into more useful and connected ways with the clients they already have. There will be more cross-selling and upselling to develop existing relationships.
Social media and your marketing strategy
If I have a unique perspective to share, or any advice I think may help others, I get it out there via social media or whatever distribution vehicle makes the most sense.
User engagement metrics
I track repeat customers and referrals quarterly which are key to my business and the most cost efficient way to scale the brand.
Healthcare web marketing trends
Bake it into the navigation on the home page and make it easy to follow. Test the user interface and patient experience before the site goes live.There are many off the shelf solutions so no need to recreate the wheel here. This is very easy to do.
Content marketing strategy
clients often use survey data as a hook for a blog post or e-mail newsletter headlines such as ‘Top 3 hacks CEOs use to increase productivity’.
CEO advice
It really is a marathon not a sprint so do not set arbitrary goals like being named 30 under 30 or 40 under 40 because it may take you longer than Mark Zuckerberg to hit your stride and that’s ok.
Where entrepreneurial drive comes from
I am drawn to interesting people and have always loved learning new things. I ask lots of questions that gets people talking and that always gets me going.
Great life lessons
I think the single best thing you can do in seconds is to smile. It signals you are kind and maybe a strong communicator who can share your ideas and attract supporters for whatever you want to do in life.
Affiliate marketing mistakes
Affiliate marketing is very popular, but because the barriers to entry are so low there is a lot of competition in every category. It can be daunting to choose which products to sell this way.
Conversational marketing and gender diversity
More confidence in trusted content, friends and influencers than advertising: Authentic relationships are the future.
Risk Management
Every great business is built on a great story so start telling yours to potential customers and see if they buy what you’re selling. Testing should always be done with real customers, not with family and friends (who may only tell you what they think you want to hear so they don’t hurt your feelings).
E-commerce conversion
To hook in users with short attention spans, in a mobile-first world, you have less time to grab people. attention spans are shorter than ever, so video will be used even more. Show don’t tell for the maximum impact.
Small business mistakes
Find reference customers quickly, use them to get testimonials & referrals; there's plenty of time later to dress things up!
How to maintain your schedule
I know when I incorporate time for work, rest and fun I am at my best!
Strategic business leader
According to Paige, disruption is about breaking tradition, shaking things up, challenging the status quo and forcing people to look at something with fresh eyes. It can be scary, exciting, and unsettling but one must innovate and grow to stay relevant today.Â
SEO tips for beginners
Small businesses ($2m to $75m in revenues) that need SEO to drive B2B lead generation and product sales first need to understand that SEO starts with your overall marketing strategy, which needs to be driven by the overall business strategy. Then they need to understand that 80% of SEO is strategic copywriting.
How to create a trusted brand
Be creative. How do you want people to think & feel after interacting with you vs. your competition? Brands like Apple and Virgin transcend the products they sell, it is about a lifestyle and way of life when you consider purchasing from them.
Silver lining of virus crisis
I have been catching up with college roommates, cousins, camp friends from childhood, basically everyone you always say let’s catch up/grab a coffee/a drink but never have or make time to do.
Small business ideas during the crisis
Whether you need to buy food, a book or a gift, office supplies and equipment, update your website, or create a video, there is probably someone in your network who is more than happy to get the business right now.
Scaling your business
We help our clients tell their stories in compelling ways by finding the right words and pictures to create interest. We have resources in major metro areas across the country and around the world.
Influencer marketing for small business
Getting multiple perspectives and insights always enriches the discussion and generates more activity online.
Supporting SMBs during the crisis
An idea I am sharing is to look at all the groups we are a part of (industry, trade, neighborhood, alumni, women, hobby, religious, non-profit, community, etc.) and suggest they start their own stimulus package by agreeing to support/buy from each other directly and refer business proactively to each other too.
Survival planning in crisis
Listening Tour - With things so slow they were more than happy to get together and tell me what was on their mind
Virtual presentation tips
Don’t schlub it up on how you dress. Attire yourself as you would if you were making an in-person presentation.
How Coronavirus has affected business
For me and my clients the biggest impact is the shutdown of travel and conferences. Spring is typically a very busy time with many trade shows, business meetings on the road, etc. And now everyone is staying put and meeting virtually instead.
Celebrating Sheroes
Sara Blakely founder of Spanx...“she identified a problem women had that was not being addressed and created a new category by leveraging existing technology to improve products, making her a billionaire.â€
Crisis survival guide for leaders
In times of uncertainty or crisis, here are the top qualities in an effective leader: Integrity — strong moral compass, honest, good character are not negotiable. Humility — the best leaders I know are humble. Sense of Humor — this is a nice to have but great when times are tough if they do not take themselves too seriously.
Evergreen marketing
Everyone is struggling right now to find a new normal so the key is to show your humanity and compassion while we look out for one another. It is going to take some time to figure out the new normal going forward given the current situation and the new ads and content will emerge over time as the economy bounces back. All we know now is that the messages will be different for sure based on the new reality.
Effective team communications
Communication is key to our employee engagement and success so I try to set the tone upfront with one rule, when in doubt over-communicate. Especially now that everyone is working remotely it is key to set up regular video and conference calls with your team.
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Communication during crisis
You have to cover all your bases to meet your audience on their preferred platform for best results. Twitter is great for short attention spans, blog posts give you more room to share your thoughts and white papers allow space for long form content and research findings.
Advice to struggling retailers
Algorithms can only tell you so much about a customer, transactions are driven by relationships. Use automation where you can but do not ignore the power of the personal touch even if it is virtual.
Marketing tips during virus outbreak
If small groups on the team want to talk through specific issues (managing anxiety, kids, parents, etc.) virtual coffee meetings online have been helpful too. A few colleagues have even met online after work for virtual happy hour/beer/cocktails as well when they had more time to chat. It is starting to feel like the new normal by leveraging technology to build and maintain my relationships.
Not taking business for granted in crisis
I didn’t think I took anything for granted but I do have to admit now that we are on lockdown I really miss all the people who are part of my daily flow and routine like the neighborhood restaurants and coffee shops we go to every day or so, gym/exercise class people, etc.
Why SEO matters
The world is moving to mobile-first or mobile-only, with fewer people accessing the web on big screens. So, everyone is tailoring their site, message, and content accordingly.
CEO hack
Especially now that everyone is working remotely it is key to set up regular e-mails, video and conference calls. If the lines of communication are open and everyone makes an effort to listen and be heard then collaboration will happen naturally and the information will flow.
SEO tips
Inclusion is the right thing to do and it is good for business. Smart speakers are only getting more popular going forward so being able to optimize for voice search will be key to maximize the marketing and advertising opportunities on Siri, Alexa, Google Home, etc.
Customer satisfaction
For my business, the most important metric is how much repeat business and referrals I get from my clients…
Work from home tips
Be motivated: if you are tempted to do laundry, dishes, watch TV, etc. you are going to be in trouble, stay focused and carve out work time and dedicated space and stick to it.
Advice form my grandmother
They were both strong women who believed women could do anything. One got her pilot’s license to fly with her husband, they were fearless and I adored them.
Songs to get motivated
Happy by Pharrell Williams always gets me going, It is upbeat and contagious. You cannot help but smile and sing along. It is a burst of energy that can be just the kick in the pants I need to get started and once I am on I am ready to go!
Positive outcomes from the crisis
I have started a movement for smaller businesses in my community to be part of the solution by looking at all the groups we are a part of (industry, trade, neighborhood, alumni, women, hobby, religious, nonprofit, etc.) and starting our own stimulus package by agreeing to support/buy from each other directly and refer business proactively to each other too.!
Thrive Global article on remaining hopeful in tough times
To stay positive and focus on the future, I have had more Zoom and Skype calls with clients and colleagues in the past 15 days than the prior 6 months! It works with friends and family too, I have been catching up with college roommates, cousins, camp friends from childhood, basically everyone you always say let’s catch up/grab a coffee/a drink but never have or make time to do. Well, now there is no excuse!
Medium interview on being hopeful in crisis
Thought leaders are the experts who invest time and money to educate others on something they care deeply about. They create the content that is pushed to the market, their focus is on spreading the message outward. Influencers seek sponsorships and endorsements that invite you into their world so they are more of a pull than a push.
Strategic business leader
Most of Paige’s business comes from public speaking and networking and those are two key skills that have helped her succeed. She also recommends leaders have thick skin, a strong work ethic and a good sense of humor because it is a tough job where the hours are long, a lot of people tell you no (investors, board, customers) and it can be lonely at times.
Authority Magazine interview on selling without being salesy
I think every project is exciting! That is the beauty of running your own business, if you are not genuinely excited by the work then you can pass on it. I only take on work that I find interesting and worthwhile.
Content marketing during the crisis
I am still a big fan of Content Marketing and as far as messaging goes, between the pandemic and the possible recession, leaders and brands have an opportunity to further connect with anxious audiences and focus on the true relevance of their products or services.
Business responses to Covid
Many people have been asking what they can do to help during this crisis. A great option is offering stimulus packages organized by communities. Buy gift cards if you don’t need goods immediately. Every small gesture counts and has a much larger impact locally which transfers to the global market in the end anyway.
Leaders who turn crisis into opportunity
Words are part of the healing process and we can see which leaders and brands are doing the best job every day with messages that touch not only the mind, but also the heart and soul. It’s inappropriate for content to appear tone-deaf in this crisis. Be careful when asking to be paid, being too salesy, or implying solidarity. It can seem cheesy, or even worse, opportunistic.
Thrive Global article on supporting people pin anxious times
I am very concerned about the spread of this virus and the impact it will have on the global economy. This is so much bigger than 9/11 or Hurricane Katrina (I grew up in New Orleans). The biggest change for me and my clients from the virus is the shutdown of all networking events, travel, and conferences. Spring is typically a very busy time with many events, trade shows, business meetings on the road, etc. And now everyone is staying put and meeting virtually instead.
Advice from zen-artists
Whether it means sleeping in and saying no to an alarm clock, meditating, taking a walk, or just turning off your phone and computer, simple acts of letting yourself relax and enjoy the moment are the very best gifts you can give yourself.
Finding opportunity in crisis
So first and foremost I have learned to help small businesses to be flexible and open minded so we can keep working together during the crisis and create more flexible capacity going forward over the next year as the economy reopens. If small groups on the team want to talk through specific issues (managing anxiety, kids, parents, etc.) virtual coffee meetings online have been helpful too.
Marketing lessons from crisis
The current crisis has provided a stage for our political and business leaders to rise to the occasion. We have learned that it is about touching people in meaningful ways which may mean being less busy, not more, for a while.
SMBs respond to Covid
Help your neighbors/network thrive and we will all get through this together, stronger by showing our humanity and compassion.
Power of volunteering
Volunteering is a great way to get to know like-minded people who care about causes you believe in. Whether you give time to a local nonprofit or join a committee of a charity you will meet others who share your values and passion. They get to know you on a personal level so it is a very natural way to network through the joint mission.
B2B content marketing best practices
To generate ideas, I look at the calendar to see if there are any natural opportunities based on the season or activities, keep a running list of topics I get asked about by my clients and other business owners and note when I read or hear about something new I want to explore further, a trend, theme or idea that catches my attention.
Personal brand building
Stories create fans who will help you sell! create a lot of content marketing material for my clients. My best tip is to stop selling and start sharing. If you share what you know — your passion, your war stories, the good, bad and ugly — the content will flow and pour out of you. The stories will be interesting and the lessons will be real, people will remember you and come back for more.
Online marketer explained
An online marketer is anyone trying to publicize a good or service online. Traditionally you may think of digital marketing professionals, who are experts in helping all types of businesses (online and offline) grow an online presence. They may also build build exclusively online businesses like affiliate marketing or e-commerce site.
Strategies to get through any crisis
Most of my work comes from networking and I have found that building relationships is what drives my business and technology supports them once they are solidified. Technology helps advance the conversation but it will never replace the human interaction that builds trust over time. CRM tools are only as effective as the relationships you have built.
Virtual event tips
And wear solid colors, adds Paige Arnof-Fenn, founder and CEO of global branding and marketing firm Mavens & Moguls. “A busy pattern can be distracting on screen.”
Breaking through the noise
I break through with persistence, consistency and repetition. I don¹t do any paid advertising but I do a lot of writing/content marketing and speaking ...
Digital marketing trends during crisis
Voice user interface allows users to interact with websites through voice commands so it adds usability and functionality to your site making it accessible to all users including those with limitations and disabilities.
Marketing tips
My tip is to give before you get, give them something of value before you ask for their business, show that you value them and want to build a relationship beyond the transaction.
Content marketing tips
Keep a running list of topics they get asked about by clients and business owners that might make for good content ideas.
How to become a virtual consultant
...this can include things like speaking at conferences, writing guest blog posts, or hosting podcasts and webinars. This gives you the opportunity to get in front of your potential clients regularly and show them what you have to offer.
Leveraging PR
For my business the benefit of PR is that the perception of being included in a story is much higher and more credible than a paid ad because it is perceived as more objective almost like an endorsement.
Finding new clients
Join networking groups to meet people who are the multipliers in your industry, they talk to everybody and know everyone, they have large followings so you need to connect with them online too
B2B content promotion strategy
Instead of just focusing on the most popular/branded individual influencers, include internal experts, micro-influencers, niche experts prospects and customers in your influencer marketing mix. Getting multiple perspectives and insights always enriches the discussion and generates more activity online
Dealing with disappointments
In my experience, if it is someone you care about deeply who brings joy and happiness to your life you’ll find a way to work through the disappointment.
Making the most of business networks
Prospective customers and jobs can come from anyone anywhere anytime so you should always be on your best behavior & make a great lasting impression. Be nice to everyone & make friends before you need them, you never know who is in or will be in a position to help!
Working productively from home
With only scheduled calls and online meetings, there are few interruptions and no ability to get together so I am very productive getting much more accomplished now than before. I never get back online after dinner any more which has been a welcome change.
Dealing with critical feedback
Try to see it as constructive and that they want to see you succeed and are genuinely trying to help. How would you feel if that same comment came from someone you admire and respect like a mentor or professor?
Creative marketing tactics
I started my firm 12 years ago and have gotten dozens of clients over the years by giving talks at conferences, trade shows, industry events, universities and others. I have also written articles for online publications, mainstream media and blogs.
Millennial marketing
I read in a recent survey that 63% of Millennials said the primary purpose of businesses should be improving society instead of generating profit.
E-commerce in the age of Covid
If you do have a unique benefit to offer then create a memorable sentence to show the market who you are and what you stand for. Find your differentiators then make a promise to solve that problem your customers want to fix.
Dealing with fears from pandemic
Paige Arnof-Fenn runs a marketing company in Cambridge, Massachusetts, and usually worries about client needs. COVID-19 has stretched her worries to people she will never know, including “all the people who will fall through the cracks,” like the elderly, retirees who lost savings, people with compromised immune systems, kids in low-income families struggling with online learning, limited-skill restaurant workers whose jobs may not return and small businesses that may founder.
E-commerce conversion
Live video & streaming is available on every major social media platform and it is only getting bigger
Small business mistakes
Create online stationery for proposals and invoices, order cards online and make downloadable materials for people looking for more info.
How to maintain your schedule
I also schedule time for professional development, networking and exercise. I know when I incorporate time for work, rest and fun I am at my best!
Where entrepreneurial drive comes from
I started a global marketing and branding firm 18 years ago and I am driven by curiosity. I am drawn to interesting people and have always loved learning new things. I ask lots of questions that gets people talking and that always gets me going.
B2B content marketing tips
Focus on the benefits to them not the features of your product or service. Stories create fans who will help you sell! My best tip is to stop selling and start sharing.
How to promote your business during a recession
There has never been a more important time to provide accurate, empathetic communication with transparency, truthfulness and timeliness. It is inappropriate now for content to appear tone deaf in any way to this crisis.
Brand strategy tips
Smart speakers are only getting more popular going forward so being able to optimize for voice search will be key to maximize the marketing and advertising opportunities on Siri, Alexa, Google Home, etc. Brands that perfect the ‘branded skill’ with more customer-friendly, less invasive ads are going to win big.
The New Normal
We have a tremendous responsibility because never before has communication had the power to help society in the way that it does now.
Disruption post Coronavirus
I am disrupting small businesses in my community by looking at all the groups we are a part of (industry, trade, neighborhood, alumni, women, hobby, religious, non profit, etc.) and starting our own stimulus package by agreeing to support/buy from each other directly and refer business proactively to each other too.
Silver linings in quarantine
When this crisis is over, we'll find a way to incorporate the lessons of gratitude, simplicity, friendship and love into the new normal and I will be incredibly happy that we did not waste the crisis...
The power of outsourcing
Outsourcing is usually done to address a skills gap within a business. Outside expertise can be used to solve a problem identified as a hurdle to the next stage of growth. Firms like mine exist to provide this expertise; we spend our time honing our craft and learning the advantages, efficiencies, and how to navigate different problems within and across all parts of the discipline.
How to grow your business
Activities like writing articles, hosting podcasts and webinars, blogging and building your following on social media all contribute to increasing your awareness with potential customers and building your credibility with a larger community.
Remote interview tips
Before breathing a heavy sigh of relief or complaining about a bad interview, be 100% sure that you are fully disconnected.
Digital marketing books
The name of the game today is how to get your fans engaged online and here is the manual to do it..
Plan C
Look at the groups you belong to (industry, trade, neighborhood, alumni, women, hobby, religious, non-profit, etc.) and support/buy from each other directly. Refer business proactively to each other.
Business survival planning
Likening it to what politicians do when on the campaign trail, Paige notes the idea was to not speak, but hear what others had to say. She made a list of big-name players, people she admired, and prospects, and heard them out – and they responded in kind, much to her pleasant surprise.
Remote working strategies
Maybe the silver lining is that this crisis reminded us that technology does not have to be isolating, but it can be used to build real-world communities and relationships, too.
Using data in advertising
When advertising works you move the needle. Sales happen if the data is convincing. It becomes a proof point to justify the purchase. Ideas come and go but I always trust the data when it comes to ads.
MBA career advice
My MBA taught me how to make decisions without all the data and build the confidence to pivot as new information became available. I learned how to present my ideas in a compelling and succinct way and to speak up. Working in teams successfully is also an important skill I had to master in my program as much of business requires motivating and inspiring others toward a common goal.
Growth marketing books
Brene Brown is an academic who writes and speaks about her research in very practical ways. She shares powerful insights to dare you to think big and has the data to back it up.
Thinking outside the box
I love asking questions and just learning from others to spark my creativity. I find keeping white space on my schedule is great to get the creative juices flowing too.
Archives Section XV
CEO interview on proactive approach post pandemic
Our country will only get fixed from the inside out, from the bottom up where everyone helps us become our best selves. Like most people today I am deeply saddened and concerned by what is going on around the country.
Medium interview on sales techniques
There has never been a more important time to provide accurate, empathetic communication with transparency, truthfulness and timeliness. It is inappropriate now for content to appear tone deaf in any way to this crisis. Everyone is struggling right now to find a new normal so the key is to show your humanity and compassion while we look out for one another.
Marketing plans post Covid
As far as messaging goes, between the pandemic and the possible recession, leaders and brands have an opportunity to further connect with anxious consumers and focus on the true relevance of their products or services.
Rebuilding after crisis
I have heard several people from all walks of life and ages comment recently that being forced to slow down and reconnect with the people who you really care about, spending time reading, sleeping more, eating healthier, etc. has been great while at the same time not obsessively on social media with FOMO has been a welcome byproduct of this crisis.
Trends in entrepreneurship
This pandemic has created enormous opportunities to address unmet needs in the market as we adjust to a new normal.
Thrive Global article storytelling in sales
I feel we have a tremendous responsibility because never before has communications had the power to help society in the way that it does right now. Words are part of the healing process and we can see which leaders and brands are doing the best job every day with messages that touch not only the mind, but also the heart and soul.
Social media marketing strategy
I am a big fan of Content Marketing as a gateway to Thought Leadership which is a great way to build your brand, increase your visibility more broadly, and raise your profile which allows you to raise your prices when you attract more clients/customers
Remote team management
The key is to show our humanity and compassion while we look out for one another.
SEO strategy during the pandemic
Search engines notice when sites publish consistently and can see how long people stay, so building a strong reputation as a site that informs and educates pays off in higher organic search results too...
Managing a crisis
Employees, customers and clients will remember who treated them well during the crisis, and they will be rewarded with loyalty from earning that trust during the bad times.
SMB tips
Pivoting to online meetings, webinars, etc. is a smart and productive way companies can continue to have conversations that educate and inform, build relationships and move forward during this crisis period.
Productivity at work
So, for me, productivity is at the end of the day feeling like you invested your time well, that you got the work done in a way that when you look back you say, wow, that was a really good use of my time.
How to start a tech business
Everything starts with market research. Identify the importance of customer data to make decisions. The job of data is to be a support point to accelerate the sales cycle.
Remote team management
As we move to a more remote/virtual world trust becomes an even more important currency to getting things done. Â Building trust will determine your success so lack of trust will be a huge obstacle I think after the lockdown ends.
The power of customer experience
Successful businesses understand their product or service is about more than the transaction, they are in the relationship business. People buy brands they know, like and trust.
Purpose driven brands
I have found that building relationships is what drives my business and technology supports them once they are solidified. Technology helps advance the conversation but it will never replace the human interaction that builds trust over time.
Lesson learned in quarantine
We have to acknowledge that now things are different, so we need to communicate in a way that will give our audiences better focus, helping them to create a bridge from today to the future. We need to communicate in a way that combines information and need, synthesizing feelings and facts.
Rebuilding the economy post pandemic
We have learned that it is about touching people in meaningful ways which may mean being less busy not more for a while. Online meetings, webinars, social media, etc. are a smart and productive way companies like ours can continue to have conversations that educate and inform, build relationships and move forward during this crisis period.
Content marketing strategy
To make content more attractive and drive conversion it is important to understand not just what or how to purchase a product, experience or service but you must also be able to inspire audiences by identifying the underlying motivation.
CEO perspective on impact of Covid on business
Maybe the silver lining is that this crisis reminds us that we have always needed each other and we have learned that everyone is struggling right now to find a new normal so the key is to show our humanity and compassion while we look out for one another.
Software marketing strategies
Influencer marketing is very effective in promoting software brands online and it is on the rise with more confidence in trusted content, friends, and influencers than advertising.
Online marketing
There are so many tools in the marketing toolkit  today but I think it is redundant to say digital marketing because truly everything has a digital element since everyone is accessing and interacting with your brand online, through their phone or via the website at some point
Rebranding tips
Another one I really like is “you have to make mistakes to find out who you aren’t.†Again, making mistakes is just part of the process. Brilliant.
Lessons from Michael Jordan's Last Dance documentary
When the team wins there is plenty of credit to go around so be generous life does not need to be a zero sum game. Nobody cares who the richest guy at the cemetery is but everyone remembers the champions.
Best practices for virtual event speakers
And wear solid colors...A busy pattern can be distracting on screen.
Work from home skills that matter
...soft skills demonstrating a high level of emotional intelligence can be just as, if not more, important than skills focused more directly on productivity.
Social media strategy
For many professional service businesses like mine, LinkedIn matters the most in building a trusted brand.
Customer experience and trust
The most trusted leaders and brands will have a big competitive advantage in the new normal that evolves in a post-Corona world.
Business development
With Zoom, social media, cell phones, etc. we see that technology does not have to be isolating; it can be used to build our real world communities and relationships too!
Leadership books
There are a lot of great leadership books out there but one I highly recommend is Dare to Lead: Brave Work. Tough Conversations. Whole Hearts by Brene Brown.
Customer experience after the pandemic
We have learned that it is about touching people in meaningful ways which may mean being less busy, not more, for a while. Once we lay this groundwork it all will be in place to continue moving forward as the economy reopens and some businesses come back quicker than others.
Why manners matter
It is amazing how low the bar actually is today,†Arnof-Fenn said in an email. “Just getting back to someone by the end of the week, when that is what you committed to, can be considered good manners.
How to leverage networking
My rule is that you should network in person during the business day when not social distancing and do it online after hours. People do business with people they know, like and trust so you have to get out there to build your reputation online and off.
The power of Craigslist
When I bought my first home in 2006 there was an old washer & dryer in the basement so I decided to buy a new one and sell the old one on Craigslist....He spent an hour going through it all with me and at the end I refused to let him pay me because he gave me such a great education on home ownership.  We both thought we got a great deal!
Sales follow up
Didn’t Woody Allen say 90% of success is just showing up!  It is a strategy that has worked for me.
Business & life advice
It should not take a personal tragedy or setback to appreciate your life and be grateful for all the things you love.
Friend vs acquaintance
It is not that hard to identify a friend from an acquaintance. You just need to look at who you have a more comfortable and deeper connection with.
Measuring customer satisfaction
For my business, the most important metric is how much repeat business and referrals I get from my clients…
B2B lead generation
Instead of trying to start your own blog or newsletter, try contributing regularly to existing. well-trafficked blogs in your industry, or newsletters of like-minded organizations reaching the same target audience as you.
Channel marketing
They will be more than happy to tell you what is on their mind. . . . Start listening with no strings attached, you’ll be amazed what you find. It does not cost much, for the price of a few coffees and meals you will get an earful.
Organic marketing strategy
Thought leadership is a great way to build your brand, increase broad visibility, raise your profile, and attract more customers. Activities like speaking at conferences, writing articles, and building a following on social media all contribute to increasing awareness with potential customers and building credibility with a larger community.
Digital branding
Monitor your online data to shut down trolls and misinformation. There are several free and paid online tools to alert you of potential problems.
Archives Section XVI
Digital marketing resources
Anything by Seth Godin but one of his latest is This is Marketing: You Can’t Be Seen Until You Learn to See. He is a master who really understands what drives people to purchase from a practitioner’s perspective using his first-hand experience and simple language not jargon.
Post Corona planning
If we can hold on to the very best parts of this lockdown personally and professionally, the world will be a better place.
E-commerce marketing books
David¹s new book is a real world practitioner’s guide from someone who has lived the job from the front line, he has been there and done it so he tells it like it is not theoretically but from the trenches.
Best marketing campaigns
I did my listening tour the old fashioned way by sending out emails and picking up the phone, brought a pad and pen, asked a few open-ended questions, and then shut up and started taking notes.
SMB impact of crisis
Pivoting to online meetings, webinars, etc. is a smart and productive way companies can continue to have conversations that educate and inform, build relationships and move forward during this crisis period.
The future of PR
Simplicity and convenience. As the world becomes crazier and technology gets smaller, faster and more complicated, people will find new ways to simplify their lives more than ever; shorter workouts, fewer ingredients, less stuff.
Influential business marketing books
This is Marketing, you cant be seen until you learn to see, he is a master who really understands what drives people to purchase from a practitioner¹s perspective...
Startup Do's and Dont's
Make sure there's something special about your product or service other than the price. Own something important in your customers' hearts and minds. Being good is no longer good enough--you have to find something where you're great.
Books on Guerrilla marketing
The name of the game today is how to hijack the media and get your fans engaged online and here is the manual to do it.
Value of a liberal arts education
For me it taught me how to think, write and because it did not have as many course requirements as engineering or pre med it allowed me to take classes throughout the university and explore areas I was curious about outside of my major. I was also able to study abroad during my junior year which more taxing departments and majors precluded.
Team building advice
Collaboration is key to our culture of engaging our team and ultimately our success. I try to set the tone upfront with one rule, when in doubt over-communicate.
Content marketing strategy
The key to becoming influential is when you can answer why they do what they do and connect with people on an emotional level.
The power of word of mouth
It is a lot harder and more expensive to find new customers than to keep the ones you have happy and loyal so it is an important part of your strategy to get the customer experience right.
Q&A on business post Covid with CEO
I am very concerned about the spread of this virus and the short and long term impact it will have on the economy. We have had a few delayed projects but no client has been lost yet but projects have slowed, everyone is still on board knock wood. For professional service firms like mine we will recover even if our revenues slow from the crisis.
Marketing tips post Covid
Research has to be ongoing (monthly? via social media?) because things are going to keep changing & evolving as places reopen and more may get sick.
Creating a trusted brand
I have spent much of my marketing career working for world-class brands including Procter & Gamble and Coca-Cola. A brand is a promise in the hearts & minds of your customer of a consistent experience.
Making better decisions
I think it comes down to having a growth mindset and valuing being in an environment where you continue to learn and grow.
Lessons learned from Covid
Technology does not have to be isolating; it can be used to build our real communities/relationships, too!
Leading during the pandemic
Remote work is here to stay, teams working from home more will need to invest more in systems and platforms that allow teams to work productively from home, access files, communicate with clients and each other, etc. It is a smart investment to stay flexible with so much uncertainty around timing, instability in the stock market, possible new viruses, etc.
The power of a growth mindset
The data is clear on this, research shows that more diverse management teams and Boards produce better results. Having different voices and perspectives at the table makes you better
Funding your startup
Having worked as the head of marketing for 3 venture-backed startups which all had good exits I was in a position to be able to launch without taking on any outside money.
Shopping cart conversions
It is important to create a seamless experience for your customers regardless of channel or device. Consumers now engage with a company in a brick and mortar store, online or mobile app, by catalog, or via social media.
Technology impacting entrepreneurs
Everything just becomes better, faster and more efficient, even on mobile devices with 5G. Streaming technology continues to improve as well as the internet and digital video become the focal point of our connected society.
Customer success metrics
The best KPI for a professional service firm like mine is really customer satisfaction and specifically Net Promoter Score because repeat customers and referrals are key, the most cost efficient way to build a business and scale your brand in my experience.
Marketing funnel explained
Any unique perspective that I believe to be useful, I get it out via social media or whatever distribution vehicle makes the most sense.
Reducing e-mail unsubscribes
In a mobile-first world, you have less time to grab people, attention spans are shorter than ever so video will be used even more, show don’t tell for maximum impact, rich content drives email engagement.
SEM hacks
When paid listings are shown beside organic, the click-through rate of paid ads increases. This means that clicks increase for both organic and paid listings when they are both featured and do not detract from each other.
Digital marketing strategy
Authentic relationships beat marketing automation — technology runs our lives more than ever but it is relationships that drive business and commerce so people will find more ways to connect in-person to build trust and strengthen connections.
Customer acquisition during Covid
You need to prioritize the platforms where your customers are maximum active, whether it is Facebook, Twitter, or Instagram. For businesses such as mine, LinkedIn matters the most.
How to grow your blog
One key trend to address to grow your audience today is that smart speakers and voice search are growing in importance, so being able to optimize for voice search will be key to maximize the marketing and advertising opportunities on Siri, Alexa, Google Home, etc.
Remote team management
So first and foremost I am trying to help my team to be flexible and open minded so we can keep working together during the crisis and create more flexible capacity going forward over the next year as the economy reopens.
Advanced SEO techniques
I think that using SEO and SEM together will dominate as main search engines are constantly changing their algorithms for rankings so stop thinking of SEO and SEM as rival forces.
Learning from failure
The best way to answer that question is to tell a story about a situation that did not go as planned. Explain where and how it derailed without placing blame, show what you learned from the experience and how you grew so that the next time you were in a similar situation, it was a successful outcome.
Innovation in crisis
I admire Christian Siriano’s high-end fashion business for being one of the very first companies to pivot as the crisis hit to start making masks.
Maximizing productivity
The key to productivity is to find ways to stay fresh and excited without being able to plan a vacation or break to get away from your job.
Digital marketer interview
I am a mentor to the next generation of leaders and have helped build a very successful anti-bullying program that >100,000 middle school aged kids have gone through.
Being decisive
I n business, being decisive is an important quality. You rarely have all the information or data you need to be 100% confident but to keep things moving forward and your team on track you need to become comfortable with some uncertainty.
Calculating marketing ROI
It can be difficult to figure out which incremental profits are attributable to which programs since most companies are using a mix of programs to persuade customers to buy.
Intelligence vs wisdom
Young and old people acquire intelligence through school, work, and life experience but they do not always show good judgment but some are in fact quite wise.
Grad school advice
While you’re a student, be sure to connect with your classmates and take advantage your student status to ask for information interviews with program alumni and people whose careers you admire. After graduating, be sure to stay connected with alumni groups as well.
Sales pipeline KPIs
Sales cycle length is key because it tells you how efficient your sales process is and helps you forecast sales more accurately.
Writing content that converts
To make content even more attractive and drive conversion further in 2020, I try to understand not just what or how to purchase a product, experience or service, but also how to be able to inspire audiences by identifying the underlying motivation.
In-house vs outsourcing?
To avoid problems, give your outsource partners the goals to achieve, then get out of the way. I file taxes in several states and prefer to have experts manage all the details, so nothing important falls through the cracks, especially with my finances!
Explaining things better
My best tip is to stop selling and start sharing. If you share what you know — your passion, your war stories, the good, bad and ugly — the content will flow and pour out of you.
Tips for cold e-mails
The world is moving to mobile only, fewer people accessing email on big screens so tailor your message and content accordingly.
When to fire a client
It sent a signal to my team that the money was not worth an unappreciative client who was a jerk and treated us poorly. We replaced the income and more within a month with a much better client.
What are you most proud off?
It can be personal (family/hobby), professional, or athletic as there is no right answer here. The key is what it reveals about you, your priorities, personality, and character.
In-house vs outsource PR?
A PR resource with a great reputation and rolodex can be very effective with a small budget.
Boosting employee morale
Leaders and internal communications professionals don’t just push information out to employees, they create a conversation by setting up simple suggestion forms, asking for feedback, and utilizing platforms that make it easy for employees to engage in dialogue.
Setting sales goals
Send three thank you notes each week to a current or prospective client or partner for something big or small. Show genuine appreciation with no strings attached and create a culture of gratitude.
Estate planning tips
...and I became executrix which is like having another job at times. Their estate plans ranged from none to a trust with 19 amendments so my close friends were all inspired to get their affairs in order as they saw my experience from the front row. I updated my own plans too as a result of what I learned in the process.”
Arrogance vs confidence
Confident people are self-assured, they believe in their abilities and are proud of their achievements
Thriving after 50
I love being an aunt and godmother, spending time together and then sending them home. I never wanted kids and never even expected to get married, so I am incredibly fortunate to have such a fulfilling life that’s filled with love.
Fake friends
Do not let their bad behavior affect you, life is too short to waste time and energy with people who do not love and accept you for who you are.