How to Become a Thought Leader in Any Industry

How to Do Your Own PR, Influencer marketing, madeline johnson, marketing plans, personal branding, Thought Leadership, video marketing, website design, Wordpress website

Sometimes I work with individuals who are interested in developing their own personal “brand”.  They want to create what is currently called a “thought leadership” position on the internet and social media. This will develop opportunties to meet more clients, customers and well, maybe even new friends.

Often, these clients will have years and years of real-life experience and talent but little knowledge of how to bring that to the world wide web. They know it’s the smart thing to do, the next step in their career and a way to stay relevant, but they don’t know where to begin. It’s foreign territory and it feels uncomfortable.

What is a thought leader exactly?

Someone who demonstrates knowledge and authority on a specific subject that targets their potential customer or client.

“Thought leaders become the go-to people in their field of expertise. They are trusted sources who inspire people with innovative ideas”

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For the past four months, I have been working with Dr. Adam Perlman,  Co-founder of Synchronicity, a Charleston, South Carolina company developing next-generation wellbeing centers.    He is also an adjunct Associate Professor of Medicine at Duke University, and from 2011 to 2017 was the Associate Vice President for Health and Wellness for the Duke University Health System as well as Executive Director for Duke Integrative Medicine. He’s currently the Director of Duke’s Leadership Program in Integrative Healthcare.

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We started with a meeting to brainstorm Adam’s core messages, what he felt the world needed most.

Once we nailed down his messages, I created a plan to develop three months (posting once a week on his WordPress blog) of video content. Why video?

  1. Adam is good on video. If he wasn’t easy on the eye, knowledgable and relatable, I would have rethought this approach.
  2. Videos are more impactful and consumers of social media content want more of it.

How to Develop Your Own Personal Brand

No matter where you work or what you do, you need to be continually developing your connections, influence, professional relationships and your network.

A personal/professional website and social media allow you to scale this process on a regional, national and worldwide level. As long as you are creating helpful and useful blog and video content with the proper organic SEO and hashtag strategy you will be assisting others in a very valuable way. At the same time, commenting and sharing your point of view with others in health and wellness or whatever field you are in you will develop an influential presence.

  • A website and social media functions similarly to a resume or a CV. This is also a place for your own personal portfolio. A platform for you to write, offer video sessions and also share books you have written and/or possibly consult and build other businesses in the future.
  • Most reporters, journalists and influencers will search for your name online, you want to control what they discover. They shouldn’t have to patchwork pieces of your CV from different websites or LinkedIn. Your website is a great introduction to you and your unique point of view. Most importantly, your own published content will help them write or produce stories that are more accurate and true to your point of view.
  • If you are pitching yourself as an expert to the media or collaborating with other influencers, most writers and producers want to know who is behind the brand. What the backstory is all about. How the idea evolved. A website and social media gives you the opportunity to highlight your experience and showcase your work and gives you some control over your image and reputation. It will help fill in the blanks for Synchronicity and give the wellness centers more credibility.
  • Your website online platform where you have the freedom to share your own opinion, this includes the inclusion of photos, work studies, and testimonials.

 

  • The website will also assist you in growing your likes, followers and engagement with those interested in your work, which will benefit you and your future projects.

 

  • Your own website & social media platforms give you the freedom to try other types of approaches to your community, now and in the future and express yourself the way you want to at any given time.
  • Your voice may convince and convert future clients and customers and become a vital part of lead generation for future members. It may be an article or video that you product that influences them to become interested in your business endeavors.

If you are stuck and don’t know where to begin, get in touch. You can email me at hello@mj.works or DM me @madelinemariejohnson on Instagram. I am here to help.

 

How to Pitch The Media & Win Over Influencers on A Very Tight Budget

Beauty pr, Brand Awareness, collaborations, digital content strategy, How to Do Your Own PR, Influencer marketing, Marketing Technology, media relations, Owned Media, press liaison, Public Relations, Uncatergorized

Every day I speak with business owners from around the world. Personal trainers, nutritionists, physicians, cosmetic formulators, fashion designers, spa owners, hair stylists, pharmaceutical companies and so on.  I really specialize in anything that makes us look and feel good.  New exercise classes, superfood snacks, wearable tech, athletic wear, healthy food services, a breakthrough drug, beautiful apparel, etc.

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It’s a part of what I do each day and I learn so much about the real pain points that entrepreneurs face as they try to expand their business and build brand awareness.

Every so often I will post real questions from brave bosses and start-up founders hustling to create their dream businesses.  Everybody seems to have similar problems and questions, even though they are in different industries. They’re all trying to figure out this marketing game.

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I am a business marketing consultant trying to help them. Sometimes I consult and sometimes I build strategies to help organize entrepreneurs so there not marketing by the seat of their pants.   I meet all these brave souls on sites like Upwork, LinkedIn Profinder, YouTube, Angel.co, Clarity.fm, etc.

I love working with startups and passionate people in general. It just makes the day better. They are working on the coolest things.  What kinds of things? Apps to help us stick to our diet when we eat out; evidence-based reviews of alternative therapies like acupuncture and cryotherapy; a new health and wellness club that incorporates the newest in tech like DNA testing; a seasonless line of women’s wear with styles that enhance what you already have in your closet; a better bone broth; a way to help people allocated their paycheck and a path to financial wellness, and so forth.

Health-and-Welfare-Technology

One particular entrepreneur/blogger was looking to pitch journalists about her new website.   She is obsessed with how technology is helping women stay healthier and live longer.

She sent the link to her new website and had placeholders for blog posts and zero social media content, but she wanted to build a plan to pitch the media and collaborate with influencers to build her network.

Her questions –

1) Can I use the same pitch for lifestyle and health (journalists)?

Short answer, no. Best practices include tailoring the pitch to each individual writer and website/program. General pitching is rarely picked up unless it is a very timely news story. Pitching should be thoughtful. You’re developing relationships with these writers and you won’t be off on the right foot if you start with “here’s my story, now please write it.”

2) Which news categories should I target?

Health + tech. I’d start with those two categories. It helps if you do a Google news search to see who is hot on your topic. Just search in Google News and read the first ten most recent articles. Recent is important. In this ever-changing, fast-paced world, yesterday’s news is long gone. Then start a simple excel sheet and dig for the email address of the writers who are covering your topics. This will be the beginning of your media list.

3) Best channels (online platforms) to approach media for the site?

Email and Twitter. However, you need to start a relationship first. For example, you don’t just DM on Twitter. Retweet some of their stories, comment and like.  Don’t just start pitching, it looks like stalking.

4) Other ideas you can provide to accelerate traction (brand awareness) on a tight budget?

Write or film amazing blog content and be the publisher of all things health + tech. That’s what you should be doing in the first place. Media attention and collaborations come naturally from producing excellent work built on honesty and integrity that gets shared.

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Marketing Health, Fitness, Food & Fashion + 3 Smart Ways To Build Your Online Business

digital content strategy, digital marketing, Email Marketing, Influencer marketing, instagram insight, Instagram marketing, madeline johnson, Marketing Mavens, marketing muscle, marketing plans, social media marketing

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What to Do When You Hate to Sell

So many business owners tell me how they hate to “sell”.  They don’t like to push their products or services on people because they can’t stand it when they are sold to by other companies. They delete email campaigns, block brands on their social media accounts and get really weirded out about retargeted ads appearing out of nowhere while they are surfing online. I know, it’s spooky.  I get it, I don’t like pushy sales campaigns either, but I also think many business owners need a shift in their perspective.  If you have a great product, you shouldn’t be selling at all. You should be building a community with your website, blog, video and social media platforms like Instagram and Facebook. You should be creating valuable videos, posts and downloadable tools that help future customers. Create and share like a thought leader about the problem your product solves and always give them a call-to-action.

community

Social Media Marketing Isn’t Difficult, But It Is Time-Consuming

So many brands want to create social media posts on the fly or worse yet, farm out the work to a freelancer who doesn’t understand their market. The truth is, without  proper planning, research or quality visuals, you aren’t going to attract any attention at all. Posting thoughtless or copy cat content can also lead to breaking trust with potential customers and clients. If clients only spent more time being thoughtful about what they want to post and really answered their audience and their community’s burning questions. If they only put themselves in their customer’s shoes. Think like your customers and clients and then give them solutions and broadcast it out to your social media content.

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Even The Best Content Won’t Be Seen Without a Sizable Community

On the other hand, many clients have fantastic content, but they haven’t bothered to build a following on LinkedIn, Facebook, Twitter, Instagram, SnapChat or Pinterest. They are wasting all that work on a community of zero. The way to get followers is to follow, to comment, to like and engage with the audience you want to attract.

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I often get asked by associates, friends and new clients about what I am currently working on these days. Lately, I am in the midst of helping a number of businesses navigate their way through digital marketing & web-based sales.

I have a digital marketing consulting gig, which includes web and email campaigns for Glaxo Smith Kline. I am working with Roy Heitzer, Head of Multichannel Marketing in the Nordics:  Denmark, Estonia, Finland, Latvia, Lithuania, Sweden and Norway and his team.

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I am also creating a full marketing plan (including editorial content for articles, video and blog posts as well as strategy for social media and special events) for Nuvo Suites.

Nuvo Suites

On the side, I am writing articles about healthy and natural living for Green Scene Gal, a new blog dedicated to helping women who long for a more natural way of life that is free of synthetic chemicals, GMOs, pesticides and artificial hormones.

I just published this article to help warn new moms and dads about arsenic levels found in baby food.

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In the meantime, I am also developing a B2B Drip campaign for the fitness franchise Get in Shape for Women. See attached for email one of the five email campaign.

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On a day-to-day, I strategize and assist Alana Johnson, designer and founder of Orseund Iris with her made in NY fashion label.  This includes strategizing and optimizing the business for growth which continues to build a following with 98% of online sales coming from Instagram and fashion influencers

Orseund 2

For those startups looking to build their vanity metrics with media interviews, I also have an online course www.ThePRPlaybook.com for  entrepreneurs in health, fitness and wellness. This is targeted to brands like PEbyDesign.com who I have helped from the ground up.

 

HOW TO SUSTAIN YOUR STARTUP SUCCESS

business, creative collaboration, digital content strategy, Email Marketing, Influencer marketing, instagram, instagram insight, Instagram marketing, Marketing in the Moment, marketing muscle, marketing plans, social media, social media marketing, Technology, the future of branding

This list of market building business tips about how to stay on course while you design epic products and services for the world was originally created for my daughter who is a hard-working, bad-ass fashion designer. Like every child ever born, she asks for advice daily and then ignores a lot of it. SO THAT IS WHY THERE IS SO MUCH EMOTION BEHIND THIS POST.  All of these tips apply to anyone making anything. They work and they are important and today is a SPECIAL DAY because she is FINALLY heeding more of this advice. Amen.

Sure she’s nervous, as any startup who has achieved a bit of success would be. You might be nervous too – the big question – how do I sustain the success? Especially in the finicky world of Insta-fashion.   Here, I humbly give you YOUR GUIDING STRATEGY FOR STAYING  & GROWING SUCCESSFULLY.

WAKE UP, DESIGN, REPEAT

Design EVERY SINGLE DAMN DAY.  Do not let a morning go by without designing. That means you don’t answer emails or texts or schedule meetings unto 1 pm every day. Why? Because the life of your authentic brand depends on you DESIGNING. Designing can mean sketching, shopping vintage, eating something delicious, going to an inspiring store, museum, listening to music – WHATEVER MAKES YOUR CREATIVE MINDFLOW BABY. The only reason you are in business is that you designed epicness in the first place. There is a lot of stuff people can buy out there, they are choosing to drop their bank on yours. KEEP THOSE CUSTOMERS HAPPY.

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DEVELOP SYSTEMS FOR REPETITIVE STUFF.

What is a system? A set of rules that a baby monkey can do. They just learn the system (written or video instructions) and they do it.

Develop a system for responding to customers emails including templates for their frequently asked questions.

Develop a system for making sizing 1,000% CLEAR for all customers. Put it on the website.

Develop a system for ordering office stuff – like your favorite drinks, food, printer ink. Yes. make a list for the intern or assistand – where to go, when to reorder, how to pay for it. Make it so YOU DON’T EVEN HAVE TO TELL HIM OR HER WHAT TO DO.

Develop a system for packing items for shipment – include the surprise and delight gift – write it down or video it for the new interns. Then make them watch it. Show them PRECISELY HOW YOU LIKE IT DONE.

If you are complaining that an intern or assistant isn’t doing something the way you like it, it is YOUR FAULT. You didn’t set up the easy-to-learn systems.

TAKE PRE-ORDERS ON ALL NEW DESIGNS

The best rule of business is to MARKET BEFORE YOU MANUFACTURER. This is done by the best, most SUCCESSFUL companies. Create the demand BEFORE YOU ACTUALLY MAKE THE style. How?? Start sharing the backstory of design on your Instagram and Pinterest (YES PINTEREST) accounts. Show your customers the inside scoop. Tease them and then create a link to a page where they can GIVE YOU THEIR MONEY. Let them know they are going to be the FIRST TO HAVE IT. How exciting is that?? And give them a little something special for supporting you in the meantime. Make the “landing page” really JAZZY, sexy & FUN. Show the super special parts of designing, what inspired you. What is a LANDING PAGE? It is a special page on your website that you LINK TO THE BIO in your Instagram account every time you POST about that one design to INSTAGRAM. Don’t wait for the customer to SAVE your post. Make it EASY FOR THEM TO SHOP THE LINE. Stop with this I DON’T WANT TO BE TOO “PUSHY” CRAP. THERE IS PUSHY AND THEN There IS MAKING IT SIMPLE & EASY. DO THE LATTER.

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SAVE SOME MONEY FOR GOD’S SAKE

Stop f-ing WASTING YOUR MONEY on stupidly expensive food. That $6.00 matcha drink isn’t good for you. Don’t buy into it. What is good for you is PEACE OF MIND THAT YOUR BANK ACCOUNT ISN’T NEGATIVE. Lack of money is the most stressful thing that can happen to you. You can lose your lover, break a leg, create something stupid that people will laugh at, but if you don’t have dough in the oven, life will SUCK. Make it a habit. Open up a BUSINESS SAVINGS ACCOUNT TOMORROW. Do it after you finish designing. Move $500 over IMMEDIATELY and then add reminders to your calendar to drop $500 in every month. DO THIS NOW. More if you can. Save, save, save. We are going to INVEST that money too, so your money can make baby money. GROW THAT ACCOUNT BABY.

LET THOSE DAMN HATERS HATE

It’s their job. That is what they do. Haters are going to HATE. It’s GREAT to have haters. Why? Because you are actually doing something that get’s noticed. Hater’s don’t hate on something that isn’t getting any attention. Why? BECAUSE HATERS DON’T DO ANYTHING BUT HATE. That is how they get their ATTENTION. MORE MONEY, MORE HATERS. That’s okay. Hell, some brands actually pay to have more HATERS. It’s called Facebook and Instagram ADVERTISING.

CHILL YOUR ROLL. TAKE A BREAK.

Every day make sure you do something ridiculously extravagant and/or luxurious. GO AHEAD WASTE SOME TIME. Whatever that means to you. A pedicure, a bike ride, a hello fresh meal with your partner. This business building thing is NOT A RACE. It is YOUR LIFE and you need to enjoy YOUR LIFE. So make some time every day to do something fun that you enjoy. DON’T FEEL GUILTY ABOUT IT. Just do it. Just like you design, you also  take time to RELAX every day.

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IMITATION IS THE HIGHEST FORM OF FLATTERY – MY ASS

Anytime you can call out some creep ass KNOCK OFF cheater brand copying your original designs DO IT. Make them feel like what they are GREEDY, UNORIGINAL A-HOLES. That’s right. Call them out. Call them out in public in a CLEVER AND FUN WAY. Like you care but you don’t care. Unless they are HUGE creepy conglomerate – a dinosaur – looking to stay relevant. Then EMAIL CALL & SCREAM at the CEO & Founder and their BOARD OF DIRECTORS. Remember, however, when YOU are INSPIRED by something to REDESIGN IT and make it your VERY OWN. Best thing to do really is KNOCK OFF YOUR OWN DESIGNS and start a second business in the weird ass bowels of eBay. LOL. P.S. Don’t spend too much time on this and try to design something so ahead of the curve that the market has to catch up. One step ahead baby.

MOST PEOPLE ARE CLUELESS ABOUT HOW FAST THE WORLD IS CHANGING

So, don’t listen to MOST anyone, except maybe people like Elon Musk and Ray Kurzweil and maybe me because I have made it my business to stay RELEVANT, ahead of the CURVE and on top of my game.  I AM FASCINATED WITH CHANGE AND YOU SHOULD BE TOO. NO JOKE. Every business is being disrupted by technology. This includes INSTAGRAM. You have to start emailing  & MEETING with your customers and clients. WHY? Because Instagram may become the old people’s party and then how you gonna find them customers? SnapChat?

But doesn’t everyone hate email? Hello, people DON’T CHANGE THEIR EMAILS. Some still hang on to their freaking yahoo and aol accounts. Emails are a tighter connection. Better YET get the cell phones of your VIP customers and take them to DINNER. Just, whatever you do, DON’T BE BORING. Create an email you WISH SOMEONE WOULD SEND YOU.

GROW UP WITH YOUR CUSTOMERS OR KEEP ATTRACTING THE YOUNG GUNS

Yeah, your 25-year-old Insta-hottie is going to have a baby and all of a sudden that cropped off the shoulder number isn’t going hide her love handles and/or mother belt.  Oh, am I “body shaming”? Read the HATERS note above.  This is reality. Have a plan as to how you will keep moving forward with your biggest fans now or the babies coming down the pike.

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EVERYONE IS GOING TO WANT A BIG BITE OF YOU. CHOOSE YOUR PACK WISELY

Why? Cause your haute, hot, HOT right now. Yup. Especially the has-beens and the wannabes.  Be DISCERNING. Be choosy. Be SUPER SELECTIVE about who you chill with. Why? Because if you hang with the reckless and wild, you will become reckless and wilder. If you chill with the sorry asses, you, in turn, will be a sadder one. EVERY dedicated entrepreneur experiences a bit of FOMO at times. There should be a LONELY HEARTS CLUB MEETUP for those building something big. Get out, dance, laugh and then get back to work. That BULL SHIT ABOUT WORKING HARD & PLAYING HARD is for drunks and trust fund IDIOTS without a purpose. Balance your work and play and stay away from the MDMA. Seriously, it’s not worth the emotional roller coaster ride.  Get HIGH ON LIFE.

SELECT WHO YOU WANT TO DO BUSINESS & SCREW THE 15 MINS OF FAME

Stop getting so flattered every time someone wants to COLLAB or PARTNER WITH YOU. You are WORKING YOUR ASS OFF and deserve to be noticed. Say NO to anyone not willing to collaborate with respect or who brings their headaches to the table. You have enough of your own problems to solve. If it’s not a HELL YEAH immediately than it’s a F NO. If you have to THINK about whether you want to sleep with someone, then it’s A F NO and collaborating is a lot like sleeping with someone. Create a list TODAY of the discerning people or businesses you want to align yourself with. SAY NO to anyone else who reaches out. Say it nicely. Always be kind. Kind always works. 

You WON’T MISS OUT. Andy Warhol was WRONG and RIDICULOUS about that 15 minutes of FAME. Not true. Most people remain anonymous their whole lives. You may never be famous. Who cares? It’s better to BE GREAT.

KNOW WHAT SUCCESS MEANS TO YOU

Stop measuring your success by other people’s stupid ideas of success. SUCCESS IS SIMPLY DOING WHAT YOU LOVE. Life is short. Everything else is BS.

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IT ALWAYS TAKES LONGER THAN YOU THINK.

Whether it’s sex with an ex or a check-up at the dentist or building your first prototype or sample. So STOP with the anxiousness.  IT WILL TAKE YEARS TO GROW YOUR BUSINESS. Even Google, the FASTEST growing business in the history of the world took 15 years to become a GIANT. SO SLOW THE HELL DOWN.

How to Get Ongoing PR Coverage For Your Health & Beauty Business

Beauty pr, Brand Awareness, building brand trust, How to Do Your Own PR, Influencer marketing, media relations, press coverage, Public Relations, Uncatergorized

Press ClipsNote: This case study is a summary of a very successful three year public relations and media outreach campaign that I single-handedly created and executed, landing media and influencer mentions in US Weekly, Elle, Shape, Fitness, Allure, W, Health, Prevention and many, many more.  It is packed with story ideas, pitches and ways to reach out to the media and influencers for press coverage for your new brand.  While I love working with health, wellness, fitness and nutrition brands, these tips are for anyone trying to connect with the media and build their market. If you are looking to build press and influencer connections like a pro, you should probably check out my course The PR Playbook.com as well.

Why Vanity Metrics Matter

Everyone knows that influencers can actually sell through your product, bring real return on investment to your conversion funnel and actually have you making some money off your new business, but you tell me, how do you plan on paying for all that sponsored media? You need a balance of both blogger and persuasive top tier mentions and connections to convince and convert.

Same Problem, New Solution

I digitized these press clips and organized them into case studies with helpful tips for you to demonstrate that the news cycle in health, wellness, fitness and nutrition is a continual loop of how to look and feel our best. What is old again, is new again.

How to Pitch Like a PR Pro

It is not enough to tell the world you have built something brand new. You MUST share the problem you solve and why your product is the ultimate solution. In order to do this consistently like I did, with press in every media outlet imaginable – from  Brides to Marie Claire; Town & Country to Oprah and Travel & Leisure to Vogue, you have to be very, very creative. No blogger, vlogger or journalist in their right mind wants a mass blanket pitch.

One of my first clients in beauty was a complex collection of skincare products (read: over 125 SKUs) from a brand called Yon-Ka Paris.

The challenge: Accumulate international brand awareness and celebrity cult-like status for an obscure, botanically-based skin care line created by two eccentric sisters living in the countryside of France without heat, electric or plumbing.

  1. Create an influencer & celebrity worthy experience while delivering five-star results at a world premiere event, like the Cannes Film Festival.

2. Don’t just focus on the masses. Branch out and persistently and consistently land press coverage in specialty (niche) media like I did here with bridal and new moms.

3. Pitch story angles around each individual product for additional reviews and inclusion in specific problem/solution stories.

4. Build upon product coverage and reviews by promoting spa and retail partners to build a clip book of the best of spa and wellness experiences in top tier media outlets, like Allure, Vogue and W.

5. Stay on top of all consumer trends and connect the brand to everything that is “hot”, on newsworthy, while climbing the charts – always sharing with media outlets in a timely fashion.

6. Create a charticle and/or listicle with products that offer solutions for every health and beauty challenge under the sun.

7. Never miss an opportunity to let the world know that your product is coveted by insiders “in the know”. Yon-Ka featured here in The NY Times. 

The NY Times

8. Research, uncover and reveal blogger, vlogger, model, celebrity and influencer hacks, secrets & ways to look and feel their best. Then share it with those who want to look and feel like a star.

9. Highlight and tout exotic ingredients, or even every day house hold items and edibles like grapefruit as the next super food, miracle cure and foundation of youth, while sharing the benefits backed by science.

10. Show everyone short cuts to reduce stress while recreating an at-home mindful spa & wellness experience.

 

More ways to create story ideas around your products and brand . . .

  • People can never have enough ways to eliminate the signs of anxiety and exhaustion.
  • Help followers, customers & prospects pack for travel and another season and reason of self-care.
  • Vet products, curate collections and share other complimentary brands in your story.
  • Offer up new survival tips and products for every day annoying, yet common problems, like dark under eye circles. 
  • Collaborate with all-stars, including  your strategic partners, retailers and professionals for added press coverage. 
  • Reposition your products for a new market – like men’s skin care.
  • Position your more expensive, luxury product as an investment.
  • Make sure your products are in good company and in the hands of professionals – and share their know-how with the world.
  • Niche markets like “pregnancy” may have a shorter customer lifetime value, but they are open to product suggestions and recommendations. Especially when positioning your product as safe and effective for everyone.
  • You’ll build more trust when you sound believable, so keep it really real. Don’t just make up your CEO’s quotes. Let them speak from the heart. Be believable.
  • Popularize a certain part of the body and zone in on care for that one particular area.
  • Promote  soothing, safe, natural ingredients – like botanicals for specific skin conditions.
  • Take an age old problem, and propose a new way to deal and heal it.
  • Sampling sizes always work to give customers the opportunity to try before they buy.
  • Does your product have an exceptional color? texture? Share the beauty of what’s inside the bottle.
  • Understand your customer persona. What is her personality type? Naturalist? Futurist? or maybe just pure Becky. It doesn’t matter, just be sure to pitch to the media he/she reads, views, likes and shares.
  • Go local – Connect with city guides in areas of dominant influence.

 

  • Even in an age of influencers by the dozen, stars and celebrities still have pull.
  • Plan an amazing product giveaway for your audience, fans and followers. 
  • Plan a splurge vs steal story – and include products at every price point.  

 

  • Help people get ready to reveal more for a new season – summer slim down and beach beauty prep.
  • Have experts speak on your behalf. They need the publicity just as much as you do.
  • Promote your product by lifestyle – cross over with fashion and accessories. Create the ultimate beach guide.
  • Notice an ingredient trend before an influencer does? – help them select products for a round up .
  • Have you opened a new retail account? Launched in a new online store? Tweet and share the news.
  • Even if you are not pitching a story or new product it is important that influencers know what you are up to – so they can include you in their upcoming stories. Stay in touch with your VIPs.
  • What happens when you have a fierce sales team, a loyal customer base and a winning marketing team –  it’s a recipe for magic – it’s explosive.Work together.
  • Show people how to relax, de-stress and unwind during distracting times.
  • Help people transform themselves. Read: A complete vegan makeover.
  • Are your products in a new hot destination spot? Promote it.
  • Added tip: Make customization as simple as possible. As a matter of fact. Make everything as simple as possible. 
  • Take one ingredient – like geranium – and promote the hell out of it
  • Get people out of a bind – like when they over tan or burn their skin .
  • Keep it exclusive and promote win its aka “contests” to attract new audiences.
  • Promote B2B and B2C – which also helps boost employee morale.
  • Promote experts from within your company to speak about their skill set.
  • Seed out your products to celebrities.
  • Offer tips on how to choose the best products in a category – like self-tanners.
  • Go niche – pitch to smaller media and combine products with partners for the ultimate story mention.
  • Pimp out celebrity users when they are launching a new movie or track. They need the publicity now more than ever.
  • Reveal confessions. 
  • Ask your followers what their favorites are and report on that.
  • Enter awards for your brand and promote the honors.
  • Focus on problematic issues, like sensitive skin. 

Want more ways to build your brand with media coverage? Check out my on line video course, ThePRPlaybook.com a short cut to learning how to pitch the press like a pro.

Yonka Paris Press 2

Building Your Business with Media & Influencers

creative collaboration, digital content strategy, How do do your own PR, Influencer marketing, marketing muscle, Marketing Technology, The PR Playbook

 

This video is part of a lecture in ThePRPlaybook.com, my new online course to help you build your business by leveraging media and influencer collaborations.

When it comes to driving eyeballs and business to your website, influencer attention can have quite an impact.

Now, there are basically three types of influencers.

The Elevated Consumer

A passionate enthusiast, they may not have formal training, but they are learning along the way and taking their community on the journey. Typically, they are sharing DIY’s, How to’s, interviews and product reviews for their fans and followers to try.

The Professional

A skilled, licensed and seasoned professional who has decided to scale themselves to reach a wider audience, typically with a product or service to sell.

The Celebrity Influencer

This celebrity can be a combination of the above or simply so entertaining that they have amassed a large enough following to have star status.

Finding influencers has typically involved some type of Google search but I have just signed up for a free trial at Scrunch.com. I have been waiting for something like this for a while.

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Search the Health & Fitness Directory

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  • Filter by Instagram, Twitter and Blogs
  • By minimum and maximum follower range.
  • By location. In this case North America.
  • By date range of posts.
  • By quantity of posts.

3

While influencers with a social reach of one million plus are going to be more difficult and expensive to reach, try finding those with a reach of 20-100K by location.

You will increase your chances of collaboration when connecting with emerging bloggers and vloggers who are on their way up.

 

How to Reach Out to Influencers Like a Pro

collaborations, Influencer marketing, Uncatergorized
Summary
You increase your chances of collaborating with others when you make it easy to work with you. You remove the major barrier of time loss aversion from the equation. You’ve basically created the content you want to share with the influencer. All they need to do is “weigh in” and add their point of view.
Advice
  1. Make it easy to share stories, be interviewed, get your product reviewed or work on a creative collaboration. You want the influencer to know you are professionally prepared.
  2. Being professional and prepared helps overcome the barrier of loss aversion on the influencers part. He/She may be concerned that they won’t have the time to collaborate, so take that anxiety away. You do the prep work.
  3. If you have an aversion to selling yourself, then don’t sell. Educate, enlighten and inspire others. No need to come in hot and hard. Chill out and create useful and helpful content for your collaborators, influencers and customers
Your Collaboration Checklist
  1. Be ready to serve up your fresh idea for a collaboration with everything you need to get the story done.
  2. Make sure your bio is interesting to read and your photo is fresh.
  3. Review high res photos and crisp video content. Make sure it is good to go.
  4. You have done all the legwork.  You have the facts, research and studies to back it up.
  5. You’ve included the state of the market, the background story, the players in your pitch.
  6. Finally make sure it’s easy to contact you to get moving on the story now.

Let’s Connect

Do you have a new health, wellness or fitness brand you are marketing? I’d love to hear about it. Please comment below and follow me @marketcouncil on Twitter.