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As part of my role as a brand strategist I'm asked by businesses to host workshops for teams and groups for a number of reasons.
One of the biggest is self-empowerment, confidence and access to practical tool kits to enable teams and individuals to grow their area of the business, their portfolio or client base.
Often this comes down to lead generation - opening up conversations, nurturing opportunities and growing networks. Yes this is a more sales-orientated discipline than it is marketing, but personal brand is an essential element of any growth strategy; sales, marketing or otherwise.
So what do I cover? Each session is designed and tailored specifically for the audience and sector, but this is a great example...
Personal brand lead generation session.
1. Business networking
Networking, especially in person, fills many of us with sheer dread. The awkward small-talk, having to stand up and do your not-so polished elevator pitch.
Yet the beauty of networking is that there is something for everyone, you've just got to master the tactics that work for you.
Some would absolutely hate to get up on stage and speak, that's fine, aim for a 1-1 chat with someone else who's lurking around the coffee and cronuts.
If you hate the round robin when you have to make introductions, opt for seminars that are focused on the speaker not the attendees.
If the whole lot makes you wince, then that's fine, listen intently, note down people and topics of interest and digest it all in your own time.
Simply getting out and about, varying the networks you spend time in, and absorbing new knowledge is brilliant.
2. Becoming known as an expert
Unfortunately, the chances of people simply discovering how wonderfully clever you happen to be are pretty slim. So you've got to aid the spread of good, positive word of mouth.
If your networks are regional, then use the local services - hairdressers and estate agents for example are brilliantly well connected and insightful about local news and events. Read local news sites, join local social media groups, attend talks and workshops - get out there.
But how does that help you to become known for what you do and attract new business?
Start adding value!
The same applies if your network is sector specific, eg travel and tourism like I am. Start introducing yourself to influential businesses and trade bodies, go to the events, join mailing lists of relevant email marketing and start listening to the conversations people are having.
From there, start joining in conversations and support them with your knowledge and insights. This isn't about giving away your services for free, it's about being generous with your ideas, connections and time.
3. Creating a sales pipeline of opportunities
It doesn't matter if you're a spreadsheet person or not, just make sure you to keep a note of the interesting people you meet and track your interactions - if you've emailed someone after meeting them, if you want to connect with them on LinkedIn, if you want to mail them something or hopefully, if they've asked you to provide them with some information.
The key is to pick a way to track leads that works for you:
A spreadsheet
A project management tool like Trello or Monday.
A list on your phone (ideal as you can add to it anywhere)
A little black book or diary
A mind map or spider diagram
Don't forget that as you grow your personal brand, you want to:
Make it easy for people to find and contact you:
Make sure your LinkedIn profile is up to date and includes your contact details
People can easily connect with you - I simply have a QR code for my LinkedIn profile on the back of my phone case.
Google your name, see what comes up and make sure that anywhere that should have, does have contact details.
Create an imaginative leave behind or direct mail campaign, again, make sure to include your contact details.
4. Developing a content marketing strategy
It's frustrating isn't it, you keep putting stuff out on social, trying to juggle Facebook, LinkedIn, Instagram and Twitter, but never really knowing whether it's worth it or not.
But have you actually got a strategy? If not you need to read this.
Creating a content strategy that works
Be absolutely clear on this - what you do, who you do it for and what problem you solve. Mine for example is - I create enviable marketing road maps for travel brands who don't want to be the same as everyone else.
Create content pillars based on the problem/s you solve. Mine for example are bite size brand tips and hacks, interviews with peers, behind the scenes, what we can learn from current news agenda and different marketing models explained.
Understand which channels your audience are using and what type of content works - you can't skip this step, sorry, this is how you're going to truly figure out how to engage people.
Try different stuff - don't stress if it doesn't get huge views, that's not the point - you're creating content that you can signpost prospects too and showcase your smarts.
Have fun - create content that you enjoy making, otherwise you simply won't be consistent and you'll be bored and frustrated in a week.
Want a webinar host full of practical ideas that will make your teams more enthusiastic than you've ever seen them? Contact me for more information about how my sessions work.
"We've never had that many people sign up for an 8.30am session - ever" - Sykes Cottages
"Everyone posted so many more questions and comments, we rarely see that" - Sykes Cottages
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