As outlined in my recent book, Brand Turnaround, through which I tell the stories of more than 75 brands, Game Changers are key concepts to brand transformation. If you’ve been following my article series on turnaround, you will recall that I’ve introduced you to six Game Changers: Take Responsibility, Never Give Up, Lead Strong, Stay Relevant, Keep Improving and Build Equity. In addition to these six, there is one last Game Changer—Own Your Distinction. And, for many brands, this is one of the most important strategies of them all.
In taking ownership of your brand distinction, your marketing dollars will be more effective because your investments link your product in consumers’ minds to recognizable and memorable proprietary tangible and intangible assets and attributes.
Brand distinction is defined as what makes you unique. It can stem from your offering, processes, packaging, persona or experiences but, in most cases, it comes from a combination of many. Once you’ve established distinction and own the turf associated with it, your brand increases in strength and is portrayed by consumers as an identifiable and memorable entity.
Distinction alone will not bring your brand back from a shake-up. The other Game Changers need to be addressed too. Your set of distinguishing factors need not only be uniquely yours but perceived as value-add and relevant to the market you are targeting. Once achieved, you will be in a better place to start your brand recovery, rebuilding your credibility, trust and authority in consumers’ minds.
Assess your brand’s level of distinction by answering these seven questions:
• Does your brand provide real substantive differences that are important to the customer?
• Does your brand provide convincing proof of these differences?
• Can you easily articulate your brand’s differences?
• Do your employees exemplify the brand differences through word and deed?
• Relative to the price difference, does your brand deliver substantially more value than does your best competitor?
• Does your messaging and communication exemplify your brand differences?
• Is your brand distinction easy to copy or are the barriers of entry strong?
While these questions serve as a good starting point to establish your brand distinction, there are some other things you need to do. You must demonstrate a great level of courage, display long-term commitment over short-term results and create an integrated brand messaging campaign. These things will help your brand to stand out among competitors and can also permeate to wide-ranging consumer touchpoints.
Ultimately you want to create your own exclusive formula whose components result in individuality. For example, Geek Squad, one of the cases in my book Brand Turnaround, did this through the use of humor, harmony, helpfulness and availability. Add to that, unique packaging, and a brand-centric culture that plays through the brand story and work environment, brand reach and communication, and you have a highly regarded brand.
Other brands that I admire and examine in my book who have established a strong distinctive market position include SunChips, Fizzies and Pee-wee Herman. These three brands not only established themselves as distinct as Geek Squad, but they also faced significant turmoil and brand bumps yet managed to bounce back due in large part to their unique and distinct brand story.
Whether your distinction is by being the “healthy” or “green” brand choice (as SunChips is), an innovative brand offering consumers experience through its use and a unique delivery system to accompany the product (as Fizzies is) or simply a very unique character persona (as Pee-wee Herman is), execute on a platform that you can own—one that has legs and that your competitors can’t copy.
If your brand manufactures baby food, you will have a far different formula of distinction than a brand selling tattoo ink. Clearly the two targets have distinct demographics and value systems. The method of standing out and sticking in the minds of the buyer should be as unique as they are.
Distinction planning involves two parts, first identifying your opportunities for difference (e.g., brand niches, personality, look and feel, physical size and stature, campaigns, pricing, delivery methods, locations, materials or brand stories) then you must own your distinction by articulating what makes you different, creating patterns of credible proof in all your touch points, translating your distinction to market segments within your fan base and leveraging symbols and messages in both internal and public communications.
Being distinct takes courage and commitment. While no one Game Changer will ensure your brand immunity to a shake-up, the combination of all seven will help contribute to your bounce back in the event you find yourself in choppy waters.
This article is based on content from Karen Post’s latest book, Brand Turnaround (McGraw-Hill).
I know first hand social media can be a valuable, income generating tool.
My social media efforts have landed me business (a million dollar contract in 2008), sold books and products, aided my international media presence and hooked me to important resources and new friends.
Social media can provide a garden of goods that are aligned to your goals, or it can make you feel like your endless efforts produce no more than a crop of crappy connections that suck time and don’t produce a worthy return on your investment.
Follow these tips and your odds of success will increase.
1.) Tend your efforts based on a plan with goals, strategies and tactics. I write 80% of my content in one scoop at the beginning of the month. I also update a content bank in Excel to store future ideas.
2.) Automate as much as you can. I use Hootsuite to manage scheduling and tracking.
3.) Carefully mix personal with professional content along with your strengths and your vulnerabilities. This strategy will keep you interesting and human.
4.) Promote others. It’s the best fertilizer around.
5.) Provoke. Progress doesn’t happen when everyone agrees with what you think.
6.) Have the big guns ready behind the seductive links, lines and comments. A click through means nothing without the real value you provide. Your website, blog, products and services must walk the social talk.
7.) Master the craft of being a concise, punchy, smart and entertaining word smith or hire someone who is.
This weekend a friend of mine shared an article about how Tampa Bay is trying to figure out their brand message as they near the city’s hosting of the Republican National Convention in August. The event will attract millions of eye balls, thousands of delegates and at least 15,000 members of the media.
Reading the article not only wore me out, but it brought back memories of projects I’ve worked on that had the same odor—branding by committee.
Sure consensus is important, doing collaborative research is key and hearing out many perspectives, that’s part of the process, but winning brands are created when one leader steps up, makes hard decisions and champions the movement. This is why we never see statues of committees in our parks or public spaces.
The problems with branding by committee are rampant. There are usually tons of the non productive meetings that suck days out of the resources that could be used for actually building the brand. It’s inevitable that the committee will include people adverse to risk. Great branding is risky. To stand out, bold thinking is required. Committees are notorious for watering down breakthrough ideas. And there are so many diverse agendas, brands by committee become a hair splitting activity, instead of picking a lane and charging forward.
3 tips for brand building.
1) Trust one leader and give them the power to make decisions.
2) Pick the single most important message/promise. Deliver these with extreme intensity, frequency and consistent execution.
3) Accept and embrace that bold, breakthrough and brilliant brands will include a degree of risk.
I wish Tampa the best in finding their brand to take to the world. Whatever they decide on, which I hope is pretty fast, since August is right around the corner- they need to know, it won’t be perfect and it won’t be loved by everyone and that’s OK.
As Nike said so well— Just do it!
For more branding tips, check out:
5 personal branding tips that have instant impact
The past few months I’ve really amped up my commitment to my tennis game. I play 4 or 5 times a week, take lessons and participate in cardio drills.
The results have been GREAT. I’ve lost 5 pounds and buffed up quite a bit. And I’ve had a surprising number of wins when I was really behind. I’m talking down by two sets, against a 26 year old or in a deep hole with scores like 5,0 and 5,1 and I’ve come back.
I’ve been thinking about this phenomenon, how it happens and how it applies to life and business too.
For me it’s about a few big emotions: frustration, annoyance, disappointment and how to manage them.
I know feeling frustrated is a big fat waste of energy. It keeps you in a spin, not moving anywhere. While I work on eliminating this emotion from my life, I’d be lying if I said I never feel it. I do, and many times it’s on the court, especially when I keep on losing the same points in the same way.
Lesson here. Do things differently. If you do things the way you’ve been doing them, you will likely get the same results.
Annoyance is another evil emotion. In my view it’s a weakness and it translates into letting the other person get to me over and over again. I often feel defeated even before the game is over. I get very annoyed when my opponent in tennis does something pesty, like continuous short drop shots, and return shots with an extreme spin that makes the ball go in totally weird places after it bounces.
Lesson here. Instead of using your energy to beat up yourself more, re-frame the emotion from annoyance to excitement, replace those annoying things your opponent is doing with actions to stop them and deliberate moves that activate excitement.
Some contend that disappointment is a legitimate feeling especially when expectations are set. I’m often torn with this concept, because I try very hard to practice an “in the moment” way of living. But I’m also very goal-focused and I believe one must have standards set to bench-mark stuff and know when to activate the delete button; when things just don’t meet your needs.
Lesson here. I acknowledge the state of disappointment like I do failure. Both are temporary events. Feel them in proportion to the big scheme of things, not for one second more.
Such as: minor disappointments like losing a non professional tennis match, or when some random person not even in your close world is being rude or mean or like when you buy a piece of fruit and it ends up bad and tart when you were craving a sweet plum. For me, I ask myself, does it really matter? Then I shake it off right away or in a few minutes.
Or a bigger disappointment like when a professional setback occurs that impacts many things, or a person I value who is not acting the way I want them to or when I make a bad investment that shows up as a big number on my balance sheet. For me- I try to find some good in the bad event, then I shake it off in a few hours or at the most a few days.
Hanging on to disappointments is no better than torching all your clothes, your car and yourself. Not only will it prevent future joy, it produces other negative effects like toxic pollution which touches others too.
The real key to this story is not the emotion, but the turning point. This is the point when the discomfort from frustration, annoyance and disappointment become unbearable. It’s the point that one must choose to change things because they’ve had enough. And when they are done right, theses changes result in a magical force called momentum.
Momentum is how I came back to win those games. Momentum can change your game too, in sports, business and in life. Whether you are vacillating in a bad relationship, in a stagnate career or struggling to hit a home run with start-up.
Momentum has the power of a big wind storm. Momentum can set you free and produce many amazing rewards.
Finding your momentum is about choice.
You’ve got to want it.
And then you’ve got to create it.
Here’s how it happens – How to create your momentum.
Tony Robbins first taught me these ways to make momentum when I attended his “Unleash the Power within Workshop” a few years ago. Since then I practice it often and added some steps to make the process work for me. And it has. When I make momentum big stuff happens, stuff that seemed impossible manifests.
1) Get in a peak state. It creates momentum.
This means get your head, your heart and the physiology body in extreme focused, high-performance state. It helps me to remember another event when I was in a peak state. Like for me in tennis, I imagine a past comeback victory. I visualize that place and how it made me feel higher than high, an adrenaline rush, total bliss!! I go there again. Or in business, I remember a big new business score, a standing ovation or a time a client raved about my work.
2) Find your passion. It creates momentum.
This means reminding yourself of your values. What do you love? I love to compete!! What do you really want? For me, in tennis, it’s adding another win to my scorecard.
3) Decide, commit and resolve. It creates momentum.
This means no waffling, no tentativeness and no doubts. When I’m on the court I recite positive mantras too, OK some are sprinkled with a little snarkiness too.
Go after everything.
Nadal, Federer, Post
Ms. Opponent, you think you like steak, try chewing on this tennis ball.
Finish the shot.
Yes, I can!!!
4) Take urgent, immediate, consistent and massive action. It creates momentum.
It means as Nike says: Just do it!! And I say: Do it now!!
A sense of urgency has to kick in. A “take no prisoners” mindset has to be center stage.
5) Be flexible and honest with yourself.
Ask yourself: Are the changes working? Do I need to modify some more? Maybe take on a new action?
Feel the emotion of your achievement, the big and small ones count. Remind yourself who led the movement, YOU! And remind yourself of the formula that was needed, so you can do it again.
In closing, the super cool thing about momentum is it’s a very present, powerful force, like a huge gust of wind. Your competitors will fear it, your team and peers will embrace it and it can serve as fuel in your tank for the next battle, on the courts, in the boardroom or in a life environment.
Go make some momentum!!
In the past few years, personal branding has become a hot business topic. News anchors and journalists refer to individual brands when they cover business leadership superstars and business losers too. Executive recruiters consider a candidate’s brand when they are on a search for the best professional for a position and most entrepreneurs’ success depends on their strong, personal brand to attract employees, get funding and be an ambassador of their company.
Last month Daytime, a nationally broadcasted TV show that airs in over 35 markets, invited me to help out with a special segment called “Getting back to work”. The goal was to take two professionals who had lost their jobs and with an improved personal branding program, help them find the ideal career or opportunity.
Even though the segment focused on getting people back to work as employees, these lessons can apply to entrepreneurs as well.
Here’s the first segment that aired before Thanksgiving and a special shout out to Kendra York who owns Kendra & Company in Tampa for providing the hair, make up and style updates for our two makeover participants.
From here the plan was for me to give one-on-one coaching along with some branding tools provided by Staples that includes printing of business cards from their print and copy centers, Schtickers that provided a branded laptop skin and my design team that updated their brand identity.
These are some highlights from the coaching sessions.
Personal branding is no different than product or business branding which we all experience everyday. When a company has a strong brand, we as buyers have positive opinions about them, which in turn prompts us to select that brand over another choice. Product brands are competing to be the brand of choice.
The same concept applies for people and their personal brand.
A personal brand is what people think, feel and expect from you as an individual.
A personal brand is derived from the sum of what a person does, how they act, how they look and how they keep their promises.
In branding we call these brand opportunities, touch points.
Consistent brand touch points help a person manage their brand and peoples opinions of them.
A personal brand is one’s image, reputation and the impression they leave when they show up for a job interview, a business networking event or even after a phone call.
We all have brands even without thinking about them or consciously working on them, because people, our friends, colleagues, clients and employers are judging us and these opinions are stored in their heads, which become our brands.
The key to successful personal branding is making sure everything you do is lined up with your goals and that you consistently send out the accurate message that reflects the true you.
So when people find themselves in a down state, like being without a job or career they love, it’s time for action.
They need to follow these three brand-building steps to make sure they are projecting the right image that gets them closer to their goals.
1) Assessment and goal setting
2) Create an action plan
3) Work on it, with consistency and passion
I call the process, personal brain tattooing. Like a regular tattoo, a brand sticks to the minds of the market and it’s put there by choice.
Getting hired is often about risk and if your brand ensures the employer or client you are not a risk, but a good investment that can add value to their organization, that’s the ticket.
Step 1 – Assessment of what is.
What skills, persuasive assets and traits does the person have to build on and leverage?
When I’m working with an individual on their personal brand, I ask these questions.
- Can you tell me about yourself in a 60 second window? Please do.
- Why are you jobless?
- What do you enjoy doing?
- Describe your ideal job or next career?
- What are your 2-3 most important life goals?
- Have you experienced rejection and “No’s” in your job hunting?
- Did they give you reasons? What were they?
- Why do you think you were passed up?
- What tangible branding tools do you have? And what do you need to work on?
I also ask people to do a Google search on their name and see what comes up.
If it’s bad stuff that can tarnish your reputation, see what you can do to change it. Many times you can.
If it’s bad stuff that’s out of your control, like a criminal record, it’s good to know about it and sometimes you need to share this with a potential employer or client.
Next, I ask “What tangible branding tools do you have that reflect your desired personal brand?”
They can include:
- Your resume
- A strong cover letter of introduction
- A personal business card, laptop skin, brochures
- The appropriate wardrobe for interviews and meetings
- An appropriate web presence and social media footprint
I always recommend people buy their name URL, if it’s just a landing page with your contact information of social media links. If your name is not available, get something close, like with your middle initial in it.
As an example: I own www.Karenpost.com
Step 2- Next, one must develop a personal brand action plan to help get them from where they are “unemployed” to where they want to be, “in a great job or opportunity they love”.
A personal brand plan addresses:
- Brand essence
- Target audience
- Strategies (behavioral changes)
- Tactics (specific things to do)
I always start with the end in mind. What are your goals?
Strong personal brands are visible, memorable, distinct and relevant.
To “brand up” you, one needs to have:
Your personal essence defined.
A personal brand essence is the foundation around whom you are authentically.
Purpose - Why are you here? What do you do? How can you contribute to a company’s success?
Points of distinction- What is unique about you?
How you look
Your skill set
Who you have worked with
Personality – What are 3-4 adjectives that best describe you?
When building a personal brand, one’s personality attributes should be aligned with your desired job, career. Like in my case, being creative, having a sense of humor and being confident. Work well with my career choice being a consultant and speaker.
Promise – one’s promise is what they commit to delivering on.
For example – if you are in sales, you’ve got to be able to successfully sell. If you are in Healthcare administration, your attention to detail and problem solving must be mastered etc. One must be able to deliver on commitments and promises. Walk the talk.
After your brand essence is complete, then you must weave this platform into all of your touch points.
Who are your target audiences?
Who are the key company decision makers? Who are the other influential people in your network, who can make recommendations and introductions? Friends, former employers, people you do business with etc.
Touch points fall into three categories and need to be aligned with one’s goals.
1) One’s visual package
Research shows that visual elements are the #1 influencer in impressions people draw from others. This means your wardrobe, hairstyle and grooming all matter. Depending on the job and position you are seeking will determine the best look for a person.
Additionally, your tools like resume, business cards and thank you cards also impact the judgment you may earn.
2) One’s communication skills and style.
Next to the visual items, people are judged by their communication skills and style.
Communication style has three equally important areas.
How do you sound? Is your choice of words the best they can be and aligned to your goals? And the confidence and attitude you exude, is it consistent with your goals and does it lower the risk of the potential employer?
How do you write? From your resume, to a thank you note and your social media footprint, do these items communicate an impression that aligns with your goals?
What is your body language communicating? This includes your posture, handshake and eye contact. Are you poised and confident or unsure and down and out?
3) One’s substance and behavior.
The objective in personal branding is to be authentic, but based on your job goals; one must consciously increase the volume and clarity of their brand, offering potential contributions to a company’s success.
And finally, one must have substance and behave in a way that validates their position and image and supports all other touch points.
You must demonstrate evidence that you walk the talk, and are what your packaging communicates?
This means be really good at your craft and your job. The most skilled and competent people get the jobs first. And that’s where you want to be.
This may mean taking classes, accepting an unpaid internship or doing volunteer work with another job just to pay the bills.
And you must work the plan with passion and consistency everyday.
Think before you move. Stay in tune to the ideal brand you want people to have in their heads about you.
As a wrap up, here are five small things that have big instant impact on your personal brand.
1) Have a strategic online footprint that depicts you as you want your buyers to view you
This means have a LinkedIn account, a Twitter account and if you have business appropriate videos then a YouTube account too.
A landing page about you is a good idea, one that is hosted with your name.com. And if you’ve got something to say, a blog is extra icing on your brand cake.
2) Keep your promises
This means do what you say, say what you mean and walk your brand talk everyday.
3) Associate with people that are consistent with your brand
This means birds of a feather flock together. Don’t be hanging with bunch of crows if you are an elegant, sophisticated swan.
4) Look your brand
This means put the costume on when you are in public. Whatever your image is, support it with the right wardrobe, car and office.
5) Be consistent
This means frequency of a message, makes the message stick. Look at all your touch points, web, business communications, email, phone message, thank you notes, resume etc.
Need a little help with your personal brand? Check out some of my ebooks that can help you brand up your image and reputation.
Below is the second half of the Daytime segment that aired on 12/15/11
Results from a 25-point social media reach-out research project.
Last month, September 14th to be exact, I posted a blog about such a social media research project. With all the hype around social media marketing strategies and available tactics for businesses, I was curious if a full throttle social media approach would make a difference for a small business with my revenue model. I earn money from consulting, speaking and writing.
Objective: Determine if a 25-point social media effort is worth the investment and results.
TOP LINE FINDINGS FROM STUDY
Is a social media blitz on 25 different points of contact a good use of time and money that produces a meaningful return and results vs. the cost?
In my opinion, to date, from these efforts, NO. Could this change in 6 months, YES. It’s too early to track long-tail results such as if the Fox News report touches a book buyer, another media source or a future client from the visibility.
We invested over $3,800 in time, and that time could have been used for higher income generating activities. (As a side note, I realize my current business model has limited online revenue channels to convert, monetize and track.) But with our current model, the time and money resources we spent on social media, I believe this investment could have been better used and generated more of a return if we had spent that same amount on direct sales initiatives, ad words and media buys to produce better results.
Could these efforts payoff later?
Yes, the good thing about social media is, once it’s out there, it’s pretty permanent, so future clients could stumble upon our past efforts, articles and links. Additionally, the new visitors who come back to the site can buy products and services in the future now that they are aware of my site. And all of these social media efforts do aid in Search Engine Optimization. And for me SEO produced over $100,000 in fees this past year alone.
Was there one powerful means of social media that I believe is really worth it’s weight in gold from this test?
Our Mailchimp newsletter, (which is an aggregation of our blog feed) drives the most traffic to our site. Our Google analytics also shows that the top referral sources include: Twitter, TalentZoo newsletter and key media coverage.
If you decide to try monitoring your efforts and results from social media, you must first define what good results look like. For my companies, success from a marketing effort would look like: More value than investment.
Our value framework was defined as:
- An increase in unique visitors to site
- An increase in new opt-ins to our mailing list
- An increase in affiliate sales
- An increase in book and product sales
- An increase in speaking engagements
- An increase in consulting projects
- An increase in (a top-tier, media source calling me for an interview)
Our value achieved that we can quantify:
- We’ve had an increase in unique visitors to our site by 100%
- We had 20 opt-ins to our mailing list in last 30 days (value $10.00 each)
- We sold 7 affiliate items and earned $7.00
- New book sales (can’t track yet)
- Product sales via tools store (our store was not up at the time of this test)
- New speaking engagements from blog (0)
- New consulting projects from blog (0)
- Top-tier media source interview (1) – Live.Foxnews.com booked me for 10/25
Investment is defined as time and money:
I look at time invested as actually paid time, plus the cost of missed opportunity because our time was tied up on this social media project, other tasks were put to the side.
Time expense on this project was calculated at: 17 hours at $300 an hour = $3700
My time includes: writing of the initial blog that we were touting (Branding and the Beast – How to not get bullied.), the blog about our 25-point study, I planned and did analysis of this project, completed items 1-8 out of 25 on the list and wrote this follow up blog of our results.
My staff‘s time to do list items 9-25 and participate in planning and analysis of our project was equal to 10 hours at an average of $60.00. Billable rate = $600.00.
Total cost of project: $4,300.00
Results that you can take to the bank = 0
Soft results that possibly can translate in future earnings = $500.00
Bottom line: Loss of $3,800.00
The 25-point social media activities we did to promote the blog and gain meaningful results, see original post for list.
Bottom line – should businesses bank on this type of expense?
I believe strong brands are cumulative efforts and any business’ marketing should include a diverse mix of touch points including social media.
Do you think social media efforts should have the same pull as a sharply designed direct response campaign where the credibility helps and sometime just the right placement turns into a home run at the end of season?
Every Saturday I salute someone or a group that deserves a little extra attention for his or her good deeds, super branding, achievements, creative solutions, witty comments or meaningful acts of customer love.
This week my hat goes off to Red Bull, their amazing branding and the Flugtag celebrations they hosted in Tampa, Florida.
Red Bull Flugtag challenges teams of everyday people to build homemade, human-powered flying machines and pilot them off a 30-foot high deck in hopes of achieving flight! Flugtag may mean “flying day” in German, but all these crafts ultimately splash into the waters below. They are judged not only on their flight’s distance, but creativity and showmanship as well.
How did I stumble upon this week’s hero?
The Red Bull event was outside my doorstep. I live in downtown Tampa on the water. (Got to have water for this event.) I ventured out for my Saturday walk with my good friend Nancy Walker of Walker Brands, and noticed the street was shut down and there were hundreds of joggers running through the race’s finish line which was a giant Red Bull branded blow-up arch. And that was just the beginning, this day long event attracts nearly 100,000 people, lots of media attention and most importantly the event makes a lasting, high-octane, emotional connection with consumers who buy beverages.
Two salutes are warranted this week.
1) For Red Bull’s brand leadership that consistently communicates the essence of their brand and product in an edgy, big, fun and sport-spirited fashion. From their metaphoric name to the brain tattooing they do with their bold red and black logo and imagery on every single touch point possible. Here a few of the branded touch points I saw, I know there were many more if I just kept walking.
2) For Red Bull’s brand logistics, behind the scene production folks and the first impression teams who danced with Red Bull backpacks on and greeted the all guests. It’s pretty darn astonishing how my street can transform into such a memorable major event in 24 hours. Just yesterday it was a simple street. I met some of the guys who made all this happen. They set up huge video screens every where, installed booths, hung banners and took care of the details and conveniences that make this event a WOW experience.
Congratulations Red Bull and team, we can all learn a few things about creating and maintaining a high energy brand from you.
Live the personality of the brand!
Social media continues to get lots of media coverage and buzz. Some, very well deserved and some is just a whole bunch of empty shoeboxes. Not good, because I love shoes!
Many of my blog readers and friends know that in 2009, after reading one tweet on a Saturday night at 11PM – and following up on it – this social connection turned into a million dollar consulting contract for me. I will forever love little blue birds!
I’ve also connected with and discovered some amazing professional resources through LinkedIn too. I love to find competent people that I can count on to help me do my work!
That’s all good, but as entrepreneurs and small or big businesses, can one count on meaningful results from social media? Like a concentrated 25-point social media blitz without investing any money, just time.
I’m curious too. So I’m going to conduct a test. We’ll call it the “25- point social media project”. This week my staff and I will leverage a two-part blog post article in 25 different ways through social media. In 2 week days we will report back the results. We will also track our time so you we can weigh out the investment to the return.
Here’s the test.
Join me, if you want to try this too and then we can compare results and lessons learned.
My blitz was geared around my new book, Brand Turnaround. I started by writing an article, which included excerpts from the book. The article was about brands gone bad and how they return to glory. The two-part series was called Branding and the Beast. So beyond the text, I had the book art and an image I bought from istock.com.
My 25-point social media blitz/how to promote your blog:
- I tweeted about it, included a link to the blog post and a unique headline.
- Posted a discussion about it on LinkedIn in my Brandturnaround group.
- Found a popular LinkedIn discussion, made a comment and included the article link.
- Posted a discussion in blogengage.
- Posted on .docstoc with links to blog.
- Turned it into a PowerPoint and posted it on Slideshare.
- I utilized pinging services. By pinging the blog post I let search engines know I just updated my blog.
- I posted it on Facebook with a different headline (because the blog autofeeds to my Facebook author page).
- I bookmarked the post on Reddit.
- I bookmarked the post on StumbleUpon and grew my stumble followers.
- Bookmarked the post on Delicious.
- Created a saved search for Twitter based on the blog’s keywords, replied to those tweeting the keywords with a comment and a link to my blog.
- I bookmarked the post to Digg.
- I found a high traffic site, TalentZoo, where they invite guest bloggers to submit stories.
- I submitted it to technorati.
- I wrote another discussion about it and posted a question on another LinkedIn group.
- I bookmarked the post to Blinklist.
- I posted it on Bizsugar, so readers could vote on it.
- I added my blog to Ping-o-Matic – it updates different search engines that your blog has updated.
- I produced a 3 minute video on the book Brand Turnaround, posted it on YouTube, Vimeo and then promoted it in Twitter, Linkedin and on my Author Facebook page.
- I posted my blog on blokube – a social voting site dedicated to professionals in blogging.
- I added 5 linkbacks within my blog to other blogs in my niche.
- I commented on 5 other blogs in my niche, with links back to my blog.
- Started a discussion on Google Groups.
- I posted an article on EzineArticles.com with a byline link to my blog.
and be sure to use a URL tracking system for every single URL you create, which tracks the effectiveness of your links.
We are off to the research laboratory and we’ll let you know our results.
For more on social media tips, view:
If you are going to tweet, why not make it really sweet.
Have you ever felt like you have reached your limits? Whether it shows in your writing, business creation or time management – you are not alone! Below, learn how to develop strategies that will make you feel more productive, take your adventure to the next level and keep you in line – we’ll even tackle the stuff that keeps you up at night. Let Karen Post and the Oddpodz team lead the way.
1 – Does branding countries, government programs and leaders really matter? 3 part series that includes insight, strategy and recommendations.
2 – How to quickly sway opinion, sell product & make a point – with wordplay Metaphors can make a difference.
3 – Energize your entrepreneurial engine. Attend 3-day conference in Tampa. Engage in networking opportunities with students from all over the country as well as business professionals.
4 – Entrepreneur essentials – Bandwidth limits, saying no and time off. There are only so many hours in a day, what will you do with them?
For last weeks wrap up, click here.
Preparing for a far away trip can be challenging. Karen Post and the Oddpodz team learn how to take a stressful situation and turn it into an achievement. If you missed last weeks wrap up, click here.
1 – Sponge Bob would be proud of me. I’m soaking up stuff at a very high speed. Traveling is only part of the adventure.
2 – Ouch! Global travel can hurt. How to manage your health on the road. An education on why to take extra precautions.
3 – Why being in the right state is critical. And I’m not talking about Florida. What happens when goofy thoughts enter your brain.
4 – How to reduce the sting in charging service fees. Being nickel and dimed may turn out to be a valued convenience.
5 – 18 steps toward stress-free, fast-lane, more fun and darn good writing. Tips that will make you want to dump your notes.