Interview with Marketing Strategist Summer Coley-Ward – Podcast Show Notes
Welcome to the very first session of the Social Media Success for Small Business Podcast! This podcast is for small business owners who want to know how to use social media effectively to connect with their audience online and build relationships that will lead to sales.
Right click here to download the MP3 file > click “Save link as” (or click on the ‘download’ link in the player above – square with down arrow
This session includes:
- Why I started this podcast and how you can use it to fit some social media knowledge into your busy schedule!
- An interview with Marketing Strategist Summer Coley-Ward of Agent Noir Marketing Group where we cover:
- Why you MUST be clear on who you want to attract to be successful with social media
- The definition of a client persona and why this is important (more info below)
- How to speak your audience’s language so your marketing message resonates
- The #1 MISTAKE small businesses make with their marketing message
- A great tactic you can use to be seen as useful and valuable to your ideal clients (Hint: Frequently asked questions)
- How to stay top of mind with your ideal audience – so when they are ready to buy – you are on their radar!
- An example of a bad branding message and a good branding message
Mentioned in this podcast:
- Marcus Sheridan – The Sales Lion (AWESOME blog) http://www.thesaleslion.com/
- Roy H. Williams Marketing – The Wizard of Ads http://www.rhw.com/
- Saturday Night Live Cowbell Skit: http://en.wikipedia.org/wiki/More_cowbell
Take Action: Ideal Client Persona Exercise
“Persona development is where you humanize the common features of a particular segment of your public (target audience) to help you get into the mindset of the customer.” Jeremy Porter, Journalistic.com
You may have more than one client persona you would like to serve with different products and services you offer. I have two for my social media consulting and coaching business.
Here are some questions you can use to brainstorm:
Male, female or both? Age? Occupation? How long have they held their position? How long have they been in this industry?
What’s important to them? How do they spend their time & money?
Do they have a family? If yes, how old are their children? or grandchildren?
What do they like to do for fun?
What hobbies do they enjoy?
What do they like to read (books or online)?
What do they like to watch (shows, movies, YouTube, etc.)?
Where do they get their news? (newspapers, online publications, magazines, Facebook, Twitter)
What are their challenges/pains? (personal or professional)
Are they currently using your type of product or service? If not, why not?
Why would you bother to put time & thought into this exercise? I initially thought that too… but once I did it – I got tremendous clarity on how to craft my marketing message and my content plan. The bottom line: Think about everything from your client’s perspective – how can you be THE solution to their challenges? How can you make their life easier?
HubSpot has a great free template to help with this exercise (you have to give them your info to download): How to Create Detailed Buyer Personas for Your Business
And here’s one more great article from marketing expert Heidi Cohen: How to Create a Convincing Marketing Persona Backstory
Did you do the persona development exercise above? Do you have questions about how to do it? Did you use it to modify your marketing message? Please tell me about it in the comments below. Do you have any questions for Summer? Please comment below!
Thank you again to our special guest Summer Coley-Ward of Agent Noir Marketing Group.
If you would like to connect with Summer:
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