c onnect 2013 How to grow your personal brand and refine your go-to-market strategy

1. connect 2013 How to grow your personal brand and refine your go-to-market strategy

2. Getting the word out about you and your mission..

3. How to package yourself so you’re differentiated in the market place • Know yourself • Why have YOU been given a story to tell? • What’s your platform? • Authenticity and consistency • Publish a manifesto- written and verbal declaration of your intentions, motives, or views • Understand the like-minded space- those doing what you do • Who’s doing it well? Why? • Good, Better, Best Exercise • Good Dog/Bad Dog Exercise • How are you different? • How entrepreneurial can you be?

4. How to package yourself so you’re differentiated in the market place • It’s all about CONTENT • Your audience does not need to tune themselves to you- you need to tune your message to them • Compelling, meaningful and relevant to the specific audience • When you meet your audience’s needs, they will promote you • Get the audience to participate • Be intentional • Simplify- Know your 118 (Jeffrey Hayzlett, author and cele) • 8 seconds to hook me- also the length of time someone can concentrate on something without losing focus • 110 seconds to drive it home • What are you looking to achieve? Think about how you’ll measure success before you get started

5. “The future isn’t just a place you’ll go; it’s a place you will invent. Your ability to shape your future depends on how well you communicate where you want to be when you get there”. Nancy Duarte- author of “resonate”

6. How to leverage the necessary marketing tools to get the job done • Go-to-market strategy- The Plan • Know your audience and what they consider to be of value • Personas • Catalyst & Conversions • What needs doing now? • Marketing ecosystem- web, PR, print, mobile, Social, Search • Paid and earned • Leverage all the free channels you can get • A closer look at the tools • Marketing Funnel- Awareness, Interest, Evaluation, Commitment, Referral • Content Strategy • One size does not fit all. • Every message and image matters • Story telling is critical- deliver something they’ll always remember

7. How to leverage the necessary marketing tools to get the job done • Differentiate- Be yourself, only louder- promote in creative ways • Don’t over focus on the challenges but on opportunity and movement • Who are your key connections and circles of influence? • God has equipped you for the challenge • Remember your mission

8. How to measure the success of your efforts and investment • Performance bench marks • Connections (user engagement with content and dialogue) • Donors • Site Visits • Site conversions- email addresses, completed forms, etc • Likes, fans • Sales (if applicable) • Do more of what’s working, evaluate what’s not and either optimize or stop doing it • Individuals, businesses and indeed all professions, have to change and adapt in order to stay alive

9. Exercise- Four Square People Purpose Plan Promotion

10. Thank you!Call me or email me if I can helpSteven Marshall503-201-3301steven.marshall@thenewgroup.com