Steve Strauss shares five marketing ideas to grow your brand

In our inaugural Behind the Sign webinar, we had the pleasure of hosting Steve Strauss, a best-selling author and small business columnist. During his time with us, Steve offered a playbook for businesses seeking to not only survive but thrive. He kicked things off with a quote:

Skate to where the puck is going, not where it has been – Wayne Gretzky

The foundation of any successful business lies in creating a tribe of dedicated followers. Steve emphasized the power of fostering a genuine connection with your audience. Beyond the numbers, it's about cultivating a community that believes in your brand. This kind of following can be built using tools like newsletters and opt-in lists.

Steve's advice?

• 🌱 Start small, be authentic, and let your tribe grow organically.
• 👨‍🔧 Share your journey, how did you get to where you are today?
• 🤝 Involve your audience in the behind-the-scenes of your business and encourage their active participation.

This approach builds a sense of belonging, turning customers into loyal advocates.

Webinars have emerged as a powerful tool for reaching a broader audience. Steve advocated for hosting webinars as an effective means to showcase expertise, connect with your audience, and elevate your brand. Not only do live events draw attention, but the recorded content can continue to engage users long after the initial broadcast.

So, not only if you do a webinar are you able to attract people and get their attention and talk to them for 45 minutes; but then you're creating some valuable content that's going to sit on your website that people are going to come to.

Steve detailed the process of becoming a webinar host, emphasizing the importance of selecting a compelling topic that resonates with your audience. In the end, these events not only position you as an expert but also create valuable content that can be repurposed across various platforms.

As YouTube continues to dominate, Steve underscored the importance of incorporating video into your marketing strategy. He backed this claim by citing, “85% of people say that videos help them better connect with the brand.” Compelling statistics like these highlight the effectiveness of video in building brand connection, increasing product sales, and enhancing online presence.

Today word of mouth is word of click…When someone shares your video, that’s word of mouth.

From quick smartphone-recorded clips to more polished productions, video offers a versatile and impactful tool. Steve encouraged businesses to embrace the authenticity of behind-the-scenes content while also considering higher-quality productions for a professional touch.

Podcasting isn't just a trend; it's a financially rewarding strategy. Steve delved into the world of podcasts, detailing how they can serve as a platform to showcase expertise, share industry insights, and connect with listeners on a personal level. Steve emphasized the importance of defining your podcast's format, choosing between interviews, features, or even commercials to generate income.

The steps to take are decide on a topic, decide on a format. Is it going to be an interview show? Are you going to have features? Are you going to have some kind of bits? Are you going to have commercials, bumper music? You got to think it through like it's almost like a radio show.

Steve wrapped up with a focus on affordable digital advertising. Pay-per-click (PPC) ads offer a cost-effective way to target specific audiences, measure results, and achieve measurable returns on investment.

By understanding the two types of ads – those for brand awareness and those aiming for immediate sales – businesses can tailor their approach to meet specific objectives. Steve underscored these factors in his digital ads breakdown:

1. Defining a target audience
2. Creating compelling content
3. Strategic bidding

With a pay-per-click ad, you put a little ad out there. If someone notices it and likes it and clicks on it, that's the only time you pay for it.

Steve Strauss's webinar provided small business owners with a roadmap to thrive in the digital landscape. From creating a loyal community to harnessing the power of webinars, video, podcasts, and affordable digital ads, the strategies shared are tailored for success in the competitive online sphere.

Ready to revolutionize your business? Register for upcoming webinars at Behind the Sign of a Better Business and stay ahead in the ever-evolving world of digital marketing.