Purpose
- one person asking question
- you know what your audience wants to know
- you can repurpose the content
*Competing against big planners as a service-based company
- create a brand (coz to customers you are a commodity)
- have a differentiated offering
- CTAs don’t matter
- need to be smarter and more consistent when we don’t have their budget
- give out info enough so they don’t need you – that’s the type of value you want to give as a small player
How to get more audience
- have a credible guest speaker
- be a guest speaker
- when you first reach out, don’t ask, give something solid!
- messaging is critical
- post after you reach out to new people so they will see something immediately after they connect with you
Sales navigator (Microsoft)
- find the right audiences, such as founders, CEOs, investors
- target precisely and create messages especially for them
Community management - why do it
Why companies are not doing it
- companies hire people who understand social media, but not people who understand customers. what these people say may not be relevant to customers
Demand generation webinars
- make it as valuable as possible to everyone attending
- live physical events
- small audience – your ideal persona
- market research / content creation / marketing strategy / distribution strategy / long-term brand
- use it to create a podcast
- people feel more comfortable asking questions in a smaller group
- people participating is looking for info (instead of you chasing after them)
- convey you as an expert
- valuable companies that are small against big players
Freemium
- can try using both emails and SMSs (need to test for optimized conversion rates)
- make sure you have a good funnel or you lose all the customers after a free trial
- e.g. as soon as they take a certain action, it triggers something to get them to pay
Format
- video content – people cannot copy you like it is in writing
Repurposing content - technical requirements (1:07:00)
- Zoom compasses video when you send it across the Internet when you post it on LinkedIn
- Camera for image: recording locally on QuickTime in 1080p
- background will get speaker’s audio and video
- raw Zoom for audio and video on YouTube
- You get high quality for LinkedIn feed for very noticeable difference in quality – even when you compass it to 720
- it’s not the camera. It’s how it’s recorded
- it’s not Zoom recording. it’s QuickTime local
Things to note
- have a defined topic
- be consistent
- pick a good time of day
- engage the audience in the conversation
- email one day in advance to tell the agenda
- make it easy to add to and recur in people’s calendar
- have questions submitted in advance