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”

Adam at Duke.png

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.

Fitness

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.

 

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

shy

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.

slow

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.

community 2

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.

GlaxoSmithKline_logo.svg

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.

10-reasons-why-going-organic-makes-a-difference-768x423

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.

fitness

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.

 

Building Brand Awareness for Health, Food & Fitness Startups

Brand Awareness, branded content, Content strategy, entepreneur, instagram, Key Messaging and Talking Points, LinkedIn, madeline johnson, Press Kits, Star Powered PR, Uncatergorized

Note to reader: I have included examples of digital press kits and timely news angles in this article that you can download. They may be helpful for you as you build out your stories to share with top tier media and influencers.

Examples from the Front Lines of Digital Marketing

One of the reasons I continue working with startups and emerging entrepreneurs is because it keeps my ear to the ground and in touch with the true pain points and biggest challenges that many new brands struggle with when it comes to marketing and promoting their products and services. The obstacles they face become my opportunity to help.

Case Study #1  – The More They Burn, The Better They Learn

GettyImages-626964604-1024x683

Matt Gardner is a physical education teacher and health and wellness professional speaker from Novato, California. Championing kids to be more active and healthy on a daily basis, Matt has created PEbyDesign,, a program to help elementary school teachers get their students moving in the classroom for at least 60 minutes a day (a requirement from most states and the federal government).

I have been helping Matt build his side hustle, working with him on everything from his website user experience to building his own authentic voice while creating his digital press kit and all of his social media platforms including LinkedIn, Twitter, Instagram, Pinterest, and Facebook.

Right now I am conducting one-hour consulting calls with Matt and screen sharing video web chats with him to help him build out his social media strategy.

Case Study #2 –  The Best Place For a Financial Wellness Check up

financial Wellness

The best place to start your financial future and an empowering tool for financial wellness, I have helped R.J. Irving, a former Morgan Stanley advisor launch this SaaS platform to help Millennials understand how much to allocate to their 401K savings, health plans, and rainy day, emergency accounts. I created his digital marketing decks and press kit and scheduled and executed his strategy for Twitter and LinkedIn.

A sample of marketing collateral and digital press releases in a downloadable PDF file here Melius General Presentation-2.

Case Study #3 – Celebrating The Millennial Home Buyers Journey

home

Hearth & Beam’s creator Kyle Rothschild hired me to write his digital press kit, timely news stories, and social media strategy.  Hearth & Beam was created to document and share everything that makes a house a true home.

Hearth & Beam’s downloadable digital press kit here. A writing example of a creator profile Kyle Rothschild, HearthandBeam.com,

An example of FAQ’s for the media and influencers here HearthandBeam.com Media FAQs

My fact sheet writing sample here Hearth and Beam Fact Sheet

And timely and newsworthy story angles here HearthandBeam.com News Stories

Case Study # 3 – Artisanal Gourmet & Organic Condiments 

Horseradish-Mustard-1

Brown Dog Fancy is the purveyor of artisanal gourmet mustard.  Made from organic ingredients and sold online and in stores, I helped the owners of this condiment brand with their marketing collateral, digital press kits and social media strategy for #HowIFancy

Here are examples of a healthy food digital press release that I wrote for Brown Dog Fancy to share their story Brown Dog Fancy Story

Here, timely, news angles and ideas for reporters and influencers Brown Dog Fancy Story Suggestions

More writing samples including answers to media FAQ’s Brown Dog Frequently Asked Questions  and more indepth information about the founders behind the brand Brown Dog Fancy Creators

Start & Build Your Dream Business

Brand Awareness, brand reputation, digital content strategy, madeline johnson, marketing plans, media relations, Public Relations, Uncatergorized

For those of you sitting on the fence about starting your own dream business, I urge you to start now and take advantage of all of the amazing tools that can help you reach a global audience. I’m not just talking about social media like Instagram, Facebook and YouTube. I am also very excited about the hundreds of other ways in which you can reach your audience in countries around the world and the collaborations happening in my industry, health, wellness, fitness and nutrition.

My name is Madeline Johnson and I am an marketing and media strategist based in NYC. I help startups and entrepreneurs build brand awareness and sales revenue by creating easy to follow marketing plans and courses like ThePRPlaybook.com.

Here is my new intro video.

I am very enthusiastic about learning more about what you are working on, so please connect. You can comment on this blog post or meet me on Twitter @MarketCouncil or here on my YouTube Channel.

Visual Branding that Works for Your Brand

Brand Awareness, madeline johnson, photos for your brand, Public Relations, stock photograph, visual branding

trust-me

Although visual identity seems like only a portion of your brand, it is the first connection formed in the mind of the consumer.

That is why you should never underestimate the impact of your brand’s visual identity. Yes your customers will judge you by the face you put forward, including that on your website and social media. If new customers don’t notice you, you’ll never develop a relationship with them. That’s why your brand should look as amazing as possible.

Poorly-designed visuals –whether it be your packaging, marketing brochure, business card or website can actually hurt your reputation.

A great article about how to create and design a brand identity that builds trust and sells.

How to inform, engage and energize your consumer with visual assets that really pop off your web page – http://www.wix.com/blog/2013/03/best-website-images/

Need images for your new branding project but you are on a budget? Check out this post on the top 18 stock photography sites for great photography for your brand –