How to successfully curate a great online reputation

Transcription

1 How to successfully curate a great online reputation Josh Hoffman, Founder - Epic Freelancing, 11/16/17 WiFi: QBConnect Password not required

2 Today s speaker Josh Hoffman Founder - Epic Freelancing 2

3 About today s speaker Started as a freelance digital marketing consultant and strategist in 2012 Launched Epic Freelancing in 2015 Digital nomad since 2013 Josh Hoffman Epic Freelancing 3

4 Agenda Introduction to personal branding How to build a personal brand Target audience analysis Digital storytelling Marketing yourself Growing your audience at scale AMA (ask me anything) 4

5 Agenda Introduction to personal branding How to build a personal brand Target audience analysis Digital storytelling Marketing yourself Growing your audience at scale AMA (ask me anything) 5

6 Agenda Introduction to personal branding How to build a personal brand Target audience analysis Digital storytelling Marketing yourself Growing your audience at scale AMA (ask me anything) 6

7 ...people of accomplishment rarely sat back and let things happen to them. They went out and happened to things. Leonardo da Vinci

8 What is a brand?

9 What is a brand? Associations and images in people s minds that enable them to remember and think of a business, product or service in relevant situations 9

10 Therefore, a personal brand is: The associations and images in people s minds that enable them to remember and think of YOU in relevant situations 10

11 What do you want these associations and images to be?

12 How to Build a Personal Brand

13 Like in every relationship, it s GIVE and TAKE. 13

14 Like in every relationship, it s GIVE and TAKE. GIVE what your audience wants 14

15 What does your audience want? Stories Experiences Insights Self-Help Motivation Inspiration 15

16 Michael Hyatt 16

17 Michael Hyatt Stories Experiences Insights Self-Help Inspiration 17

18 Arianna Huffington 18

19 Arianna Huffington Stories Experiences Insights Self-Help Inspiration 19

20 Avtar Ram Singh 20

21 Avtar Ram Singh Experiences Insights Self-Help Motivation Inspiration 21

22 Sophia Amoruso 22

23 Sophia Amoruso Stories Experiences Insights Self-Help Inspiration 23

24 Like in every relationship, it s GIVE and TAKE. GIVE what your audience wants TAKE what you want to accomplish 24

25 What do you want to accomplish? Strengthen and grow your network at scale Elevate your likeability, relatability and social influence Attract more customers/clients Develop industry recognition Create additional opportunities for the future 25

26 What do you want to accomplish? Strengthen and grow your network at scale Elevate your likeability, relatability and social influence Attract more customers/clients Develop industry recognition Create additional opportunities for the future 26

27 What do you want to accomplish? Strengthen and grow your network at scale Elevate your likeability, relatability and social influence Attract more customers/clients Develop industry recognition Create additional opportunities for the future 27

28 What do you want to accomplish? Strengthen and grow your network at scale Elevate your likeability, relatability and social influence Attract more customers/clients Develop industry recognition Create additional opportunities for the future 28

29 What do you want to accomplish? Strengthen and grow your network at scale Elevate your likeability, relatability and social influence Attract more customers/clients Develop industry recognition Create additional opportunities for the future 29

30 Target Audience Analysis

31 Your Target Audience

32 Demographics

33 Demographic analysis What is their age range? What is their sex or gender? What are their job titles? In which industries do they work? What are their education and socioeconomic levels? 33

34 Demographics Geographics

35 Geographic analysis Where do they live? Where do they work? Where do they travel? What websites do they visit? What digital channels do they use to consume content? 35

36 Demographics Geographics Psychographics

37 Psychographic analysis What are their beliefs and attitudes? What are they interested in and passionate about? What are their hopes, dreams and aspirations? What fears and trepidations do they have? What problems, challenges and concerns do they have? What motivates and inspires them? 37

38 Demographics Geographics Psychographics Behaviors

39 Psychographic analysis In which formats do they prefer to consume content? Read: articles and blogs Listen: podcasts Watch: videos Through which devices do they prefer consume content (desktop versus mobile)? 39

40 Telling Your Story Through Digital Media

41 Marketing is no longer about the stuff you make, but about the stories you tell. Seth Godin

42 Your macro story (the recipe) photo credit: California Avocado Commission 42

43 My Macro Story: I inspire, motivate and help forward-thinking people and businesses fulfill their inherent potential by leveraging personal branding, digital marketing and freelancing.

44 Your micro stories (the ingredients) photo credit: Julie Blanner 44

45 My ingredients Digital marketing Business Freelancing Productivity (e.g. time management) Digital nomad lifestyle 45

46 Creating an epic combination PROFESSIONAL 46

47 The most underutilized and biggest difference-maker of a personal brand is the personal aspect. So, get personal.

48 Creating an epic combination PROFESSIONAL PERSONAL 48

49 How I get personal Sports Travel Life experiences Relationships Books People in my life 49

50 The more people know your story, the more they ll like you. Noah Kagan

51 The more people like you, the more they ll trust you.

52 Trust: the currency of personal branding When people trust you, they will: Engage (attention) Act (sales) Refer / Share (word-of-mouth) 52

53 Marketing Yourself

54 What is marketing? 54

55 What is marketing? The ability to stand out, stay relevant and build value in the minds of your target audience until they are willing, able and ready to perform a desired action on your behalf 55

56 How can you stand out, stay relevant and build value?

57 Content production Short-form (social media) Long-form (articles and blog posts) Graphics (infographics, GIFs) Audio (podcasts) Video (vlogging, interview-style, Q&A) 57

58 Example: short-form content Gary Vaynerchuk on Instagram 58

59 Example: long-form content Michael Hyatt s online magazine 59

60 Example: graphics Avtar Ram Singh on LinkedIn 60

61 Example: audio Tim Ferriss podcast 61

62 Example: video Casey Neistat s vlog 62

63 Content distribution Social Media Search Engines Website / Blog Guest Writing Affiliates / Partners itunes, Google Play Music (podcasting) 63

64 Determining your distribution strategy The platforms your audience frequently use The platforms you feel best using 64

65 Matching content to platforms PROFESSIONAL PERSONAL 65

66 Matching content to platforms PROFESSIONAL PERSONAL 66

67 Growing Your Audience at Scale

68 68

69 Act local Networking events Host events (e.g. lectures, seminars) Facebook and LinkedIn groups Speak at other events and conferences The Networking of Life Join a coworking space 69

70 Think global marketing Social media Blogging and guest blogging Affiliate marketing SEO Multimedia (webinars, podcasts, videos) 70

71 Questions?

72 Access the presentations & continue the conversation The QuickBooks Connect 2017 Conference App The QuickBooks Community qbcommunity.com Sign in with your QuickBooks login

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