Latest / The SmallBizChat with Melinda Emerson / Building a Brand and Digital Marketing with Barry Moltz

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Building a Brand and Digital Marketing with Barry Moltz · The SmallBizChat with Melinda Emerson

• 0:00
  I believe that we can't sell anything to anybody.
• 0:03
  We have to be there when people are ready to buy.
• 0:06
  So what that means is you have to have a system, digital barfing strategy.
• 0:11
  So when people come up with the pain, at the pain that you solve, they'll become aware of
• 0:16
  you.
• 0:16
  I mean, Why is it that all of a sudden when I wanna buy a motor scooter, I see all these ads
• 0:22
  of motor scooters around me because they've been there all the while.
• 0:26
  That's what consistent marketing is all about.
• 0:28
  3, 2, 1, 0, ignition, I left off.
• 0:37
  Ending small business failure.
• 0:39
  Welcome to the small biz chat podcast with the number one small business expert, Melinda
• 0:45
  Emerson.
• 0:46
  Melinda's goal is to end small business failure.
• 0:49
  And she'll give you the information you lady herself, Melinda Emerson.
• 1:03
  Hey, everybody.
• 1:05
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• 1:53
  Alright.
• 1:54
  Have a great holiday, everybody.
• 1:59
  Welcome back to the small business chef podcast.
• 2:01
  I'm Melinda Emerson, your host.
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  And now it's time to talk with one of my favorite small business experts.
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  His name is Barry Moulds.
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  And we're gonna be talking brand building with him.
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  Berry is an entrepreneur, business expert, and family business advisor dedicated to getting
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  small businesses unstuck.
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  He's the author of several small business books, including you need to be a little crazy
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  and how to get unstuck.
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  He's also the author of Change Masters, which is the winner of the 2022 International Book
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  Award.
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  Mary has founded and run small businesses with a great deal of success and failure for over 20
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  years.
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  After successfully selling his last business, he gets business owners growing again by
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  unlocking their forgotten potential.
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  Berry Motes, welcome to the small bizchett podcast.
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  It's always great to be with you.
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  You're looking beautiful today as ever.
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  Oh, thank you.
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  You are so sweet.
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  Alright.
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  So, Barry, let's talk about your entrepreneurial journey.
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  You know, one of my Favorite things about you is I have been in business for 24 years, and I
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  remember years ago, let's say 20 years ago, my business was in trouble.
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  And I read your book bounced, and it meant so much to me.
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  It gave me so many good ideas that helped me turn my business around at the time.
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  So I just wanna give you your flowers while you are here because That book changed my business
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  and my life.
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  Now let's talk about in your experience, how does branding impact small business growth.
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  Green Bee is what people say about you when you're not around.
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  Right?
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  I mean, I worn a low hot shirt today because think about it That's brandy.
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  As soon as you see in a loja shirt, what do you think about?
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  You think about Hawaii.
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  Right?
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  You think about all those great things that go into the beach and Bohoula and all those kinds
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  of things.
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  So they've done a great job of Brandy, the Aloha shirt to meet with Hawaii.
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  Branding should be immediately understand that when they think of your business, it should be
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  the one thing they think of.
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  So think about Apple.
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  When you think of Apple, their branding is innovation.
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  UPS, you think about what they're gonna deliver on time.
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  So these are simple kinds of things.
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  Like, so for example, You've done a great job with branding for yourself because you're the
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  small business lady.
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  You're the number one small business expert in the country and we hear that over and over
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  again, and it's easy to make Melinda Emerson small business lady become your own boss.
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  That's really what it is.
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  You've demonstrated over and over again.
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  Thank you.
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  Thank you.
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  Well, how do you define a strong brand?
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  I know you just gave us this example of Hawaii in Hawaii shirt I was wondering if I needed to
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  get you a stylist.
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  I didn't know what's going on with your Hawaiian shirt today.
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  That's right.
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  But how can you define a strong brand?
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  Like, what are the elements that are crucial that go into branding?
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  Right?
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  It's not just your logo.
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  Right.
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  It it it again gets the feeling that people get when they buy your product when they're
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  associated with your service, whatever it is, because Brandy is about feeling.
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  Think about how people steal when they you when they write a Harley Davidson, right, or, you
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  know, I use Apple products.
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  What do I feel like?
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  So it's gotta be some kind of feeling.
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  They know exactly the mission that this company is on and how they're supposed to feel and they
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  shared that feeling with other people around, madam, other evangelists, or sometimes we call
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  bud a sneezers.
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  Right?
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  I don't know if you ever see a sneezer where they just sneezes and they spread it all
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  around.
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  That's something that's financially.
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  Well, I also think that branding is about brand equity.
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  Right?
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  And you build brand equity with your with your customer experiences.
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  And your and your customer interactions and that kind of stuff.
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  That kind of builds that that that stickiness of your brand.
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  Right?
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  You go into a restaurant and you love how the restaurant feels.
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  You love how the people look.
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  They seem interested in making sure you had a great meal.
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  Right?
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  You know, it's like, those little things because we know what it's like when we go into
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  a restaurant and you wait in 15 minutes for somebody to even realize that you're standing
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  there to seat you.
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  Right?
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  We know.
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  Right.
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  It's that consistency.
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  Right?
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  I know when I go into McDonald's pretty much anywhere in the country, I'm gonna get the
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  exact, safe experience.
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  Right?
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  I'm gonna walk up to the counter.
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  I'm gonna walk up to a kiosk.
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  I'll put my order in.
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  And when I get it, those French fries are gonna taste just delicious as they did in Boston as
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  is Sanford Cisco.
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  So that's brand equity of the kid's assistance of delivering the same product or experience of
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  what the customer expects.
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  So I'm gonna throw you a curve ball.
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  What about when a company decides to rebrand themselves?
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  Right?
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  Like, Twitter?
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  Oh, let's talk about them for a second.
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  So so what happens if you go from an amazing brand that everyone recognizes you don't even
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  have to say the word Twitter because the bird told you it was Twitter And then somebody
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  decides, oh, you don't want to just change that to a black x.
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  I don't have been one I think that when you're a billionaire with an oversight Ego, not really
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  mesh anybody's name.
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  Right?
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  I don't think he really cares.
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  He has been changing what Twitter means to most of us over the last year.
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  Somehow we just changed the name to x.
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  It's the same thing.
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  He's trying to reinvent that platform with the number of users that are out there.
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  To something else.
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  It would have helped Twitter X.
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  It doesn't really matter.
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  I think from the brand equity standpoint, I'm I think it's very foolish.
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  But who am I to tell a billionaire what to do?
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  Well, I just wondered if it wasn't one of those things where it was like he was so mad that
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  they made him buy it after he ran his mouth, then he said, okay.
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  I'm gonna buy it, but I'm gonna destroy it for all the people that love like the ad?
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  Because I don't look like that's what's going on.
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  Listen.
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  He's known to be very spiteful, so I would now put that past him.
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  Is very sad because, you know, on Twitter, I love Twitter.
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  Twitter changed my life.
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  I built my brand, the small biz lady brand.
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  I became the small biz lady because I couldn't get my name on Twitter.
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  That was the whole thing how I even became the small business.
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  So if I for him to be destroyed, Twitter, I'm still a bit like, Like, I'm looking
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  at it.
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  Stop.
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  Melody, here's the crazy part.
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  Twitter tweet has become a verb.
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  Why would you change the brand with tweet as become a verp?
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  What are we gonna call it?
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  We're now at 2.
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  We're getting out deep.
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  I don't know what we're gonna call it.
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  I just need it.
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  And it reminds me when Prince put that little thing on his face.
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  Remember, we were like, okay.
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  We we we're not allowed to call him Prince.
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  I don't know what's happening, but, clearly, nobody is advising him.
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  He doesn't have any friends.
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  Somebody is, like, not willing to tell him Please stop with her.
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  Maybe he's just crawling us all.
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  Right?
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  He's just go Maybe, although I have another funny thing to tell you so the day he did it, I
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  put out, wow.
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  This is a real farewell, and it was it was gone.
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  They they, like so now we're censoring people on 22.
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  So he snatched it away.
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  So I was just like, oh, okay.
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  I see.
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  I see.
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  I gotta verify a tweet.
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  You you go you go just make my comment disappear because I said it was stupid.
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  And I wasn't even mean about it.
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  I just said new logo farewell.
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  It's what that why didn't they didn't disappear?
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  But but I hear isn't it changed Tesla to Einstein.
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  But I don't know.
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  Maybe that's something different with.
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  I would put it past.
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  Alright.
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  Well, back to advice is gonna help small business owners.
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  So what kind of strategies or techniques can small business owners use?
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  To implement and effectively communicate their brand message.
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  Right?
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  Cause it's not tagline.
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  Right?
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  Your message is Oh, right.
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  You know, uh-uh, again, first of all, I believe that we can't sell anything to anybody.
• 10:10
  We have to be there when people are ready to buy.
• 10:13
  So what that means is you have to have a consistent digital barpig strategy.
• 10:17
  So when people come up with the pain, have the pain that you solve, they'll become aware of
• 10:22
  you.
• 10:23
  I mean, why is it that all of a sudden when I wanna buy a motor scooter?
• 10:27
  I see all these ads of motor scooters around me because they've been there all along.
• 10:32
  That's what consistent marketing is all about, and that could be digital marketing could be
• 10:37
  catalog advertising, it could be participating in social media or, discussion groups, whatever
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  it is, send the email but you have to do it consistently because you'd quite never quite
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  know when that person is gonna have the pain when they're in a bad war.
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  They're gonna want to refer someone to you.
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  That's the pain they're rated.
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  So let's talk about digital marketing.
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  Right?
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  Cause I think there's some dues and dotes out here, digital marketing.
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  You're you're the expert.
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  Oh, I am, but I'm asking you the question, but when it comes to social media marketing, what
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  is what is the best strategy?
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  Like, how do you figure out what platforms you need to be on?
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  Well, first of all, you opted this step to find out where the people who have to pay are that
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  you're solving that problem form.
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  Right?
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  So what I would do is I would put it to the search engine.
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  What what the pain that you solve or or things that your customers, discuss, you have to
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  figure out what the avatar is of your ideal customer and what they're talking about and
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  see, are they talking about it on that platform, whether it be, yes, we call it x or,
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  you know, or TikTok or something like that?
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  Final where your people gather.
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  And what I suggest is that when you start, you just focus on one platform.
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  They'll try to spread yourself too thin.
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  Because you really have to show up all the time on that platform.
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  I 100% agree with you.
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  I'm a big fan of 1 or 2 platforms.
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  That's it.
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  If it's not, you know, you don't need to be out here on unless you sell social media marketing
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  services, you need to be on 5 or 6 the social media platform.
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  You know, I remember when everyone was running a club out.
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  Now everybody's running a TikTok.
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  Right now, video marketing is a them.
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  I am definitely never gonna tell people that they don't need to be doing video, but they
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  could do video on Facebook.
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  They can do video on LinkedIn.
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  They can do video on Instagram.
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  Right?
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  So I think that you've gotta think about your content strategy, your target customer, and
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  where your target customer hangs out online.
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  A need.
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  You brought a and you brought a very good point, Melinda.
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  Get thinking about your content strategy.
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  Right?
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  You should have a content calendar to make sure that in a certain period of time, you're
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  covering all the pain points that your customers or prospects really care about just
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  don't post whatever's willy doing.
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  Now there's there's nothing wrong with posting social kinds of things.
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  I mean, I've watched your son broke over social media.
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  I feel like I I practically know, and but it gets me to connect more with you personally, so
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  I'm not only tidying with your brand, but I'm tidying a debt by with you.
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  Well, in that case, those brings me to a really good question, a lot of times people think they
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  need to have a separate personal Instagram account, and then they need a business
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  Instagram account.
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  What what is your thought about that?
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  You know, I guess it depends on who your what your brand is.
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  Right?
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  Like, I think for people like you and me, our brand is us.
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  Right?
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  It's hard to differentiate us between our brand and our business.
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  But if I was running Starbucks, I would have a personal Instagram age because There's one for
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  Starbucks.
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  So I think, again, it all depends.
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  Right.
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  I'm a bit I think, but I think that it's really hard to separate business and personal out,
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  separate out for each other.
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  People want authentic human people, so that's why I think it works these days.
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  And that was what I was just about to say.
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  I think that it's hard to separate your business and you because you you're selling you
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  before you get a chance to sell your stuff.
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  Right?
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  And so I do feel like the accounts need to be aligned, but I do recognize you and I, we sell
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  information.
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  Right?
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  So we're a little bit different than somebody with a restaurant or a gym, but at the same
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  time, it'll still enhance the restaurant or the gym for us to know who runs it.
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  Who owns it.
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  Right?
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  You know?
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  Right.
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  I think you wanna be authentic.
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  I mean, there's some things that I will post, and we'll let you know that every 5 years, My
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  wife and I, we give back into our wedding flows that we got married in 30 years ago.
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  Right?
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  And we take a picture.
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  Well, at 30th year, my wife wanted to wear the Duxedo and I had to get into the dress, but I
• 14:43
  didn't post that because I had a reputation to worry about.
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  Sun imposed everything.
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  Yes.
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  Be selective.
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  Everybody doesn't need to know everything.
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  Right?
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  Be strategic guy.
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  I had to look pretty good at that wedding dress.
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  Let me tell you.
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  I saw that picture, so I did think you look pretty good.
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  I didn't see those legs, but I thought it was looking good.
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  But let's talk about the common mistakes people make with branding.
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  You know, it's like you spend all this time building your brand, but it's really easy to
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  kinda shoot yourself in the foot.
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  Isn't it?
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  Cheap things.
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  One is they don't know who their avatar is.
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  They don't know who their target a smirk is, right, and be incredibly specific because as
• 15:21
  you know, you could be much more successful at very beginning especially if you niche down.
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  So your target is a twenty seven year old guy that's not married.
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  That doesn't have a job, but graduate from college.
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  You get really, really specific on what that is.
• 15:36
  And then keep pounding away on that over and over again.
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  One of the biggest mistakes folks make is that they try marketing.
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  And after a month or 2, it doesn't work, when they stopped doing it, it's not a month or 2
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  type of endeavor.
• 15:50
  It's over and over and over again.
• 15:53
  I mean, Think back on why the reasons, and I hate to mention the former president's name.
• 15:58
  But why did make America great again become so successful because every single dive, he
• 16:04
  mentioned over and over and over again, and it was on accident.
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  It was on flags and it was on banners.
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  He had one message, and that's what we have to do.
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  As, small business sellers is one thing over and over again.
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  Hey, Melinda.
• 16:15
  You do that.
• 16:16
  That's actually good.
• 16:17
  You're a small business lady.
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  You're the number one at Spur.
• 16:20
  Right?
• 16:20
  You say that over and over again, and that is an important, and it takes years of doing that
• 16:25
  for people to remain.
• 16:27
  Oh, it it definitely takes years.
• 16:29
  I mean, when I think that too, when I first became small biz lady on Twitter, I worked my
• 16:34
  behind off, 9 to 5, 5 days a week on Twitter, for 2 years before anybody really paid any
• 16:41
  attention to me.
• 16:42
  You know, which means I did it for 2 years and made no money doing it.
• 16:46
  Right, like, before people really started paying attention to me.
• 16:49
  So I and, you know, that was 14 years ago.
• 16:52
  Right?
• 16:53
  So I I will say that It's one thing to build a brand, but then how about maintaining one?
• 17:00
  Right?
• 17:00
  Let's talk about how hard is it to maintain a brand?
• 17:04
  I think it's hard because we spend so much time attracting people to come into the front door
• 17:10
  of our business.
• 17:11
  We let the people of our existing customers escape through the back door.
• 17:15
  We should spend as much money at retaining the people we have and making sure they have
• 17:21
  successful experience with us on an ongoing basis in chasing new people.
• 17:26
  But we don't do that.
• 17:27
  You know, our salespeople are on commission but we barely pay our customer experience folks,
• 17:32
  and that's just wrong.
• 17:33
  We all know it's a lot easier to keep the folks we have than to go get new new business, but we
• 17:39
  don't that way because we love it.
• 17:41
  Chase.
• 17:42
  Oh, yeah.
• 17:42
  Oh, yeah.
• 17:43
  And I'll double down on that even more.
• 17:45
  An existing customer is 60% more likely to buy from you than a new customer.
• 17:52
  A new customer only closes 5 to 20 percent of the time.
• 17:57
  But in existing customer, it is like 60 to 65 percent of the time.
• 18:01
  So why wouldn't we love the one people who have already loved on us?
• 18:06
  Like, I do not understand it.
• 18:08
  Like, I feel like I talk about customer retention, like, everywhere I go, but it's,
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  like, it's essential.
• 18:13
  You know?
• 18:13
  You don't want somebody to buy something once.
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  You need somebody to buy it.
• 18:17
  Over and over again from you.
• 18:20
  Now last question for you, Barry, what advice would you have for a small business that's
• 18:25
  thinking about rebranding themselves or, you know, revitalizing their their business.
• 18:32
  I would do it very slowly carefully, don't do what Elon Musk did.
• 18:36
  Right?
• 18:37
  Think about what are really the risks behind why you have to rebrand only rebrand when
• 18:43
  either you're trying to leave something behind or your business becomes something that the
• 18:49
  cart brand doesn't represent.
• 18:51
  I mean, think about what dunkin donuts did.
• 18:53
  Right?
• 18:53
  They be they went from dunkin donuts to just dunk it.
• 18:57
  Now I'm not sure why can't they name Dunkin', but the thing was wasn't all about dullness
• 19:01
  anymore, so they went to dump it.
• 19:02
  So do it very carefully.
• 19:04
  I think that's a really, really good good advice.
• 19:07
  And and what is the best business advice someone's ever given you?
• 19:11
  The best business by day was ever give
• 19:13
  it to me was it's cash flow stupid.
• 19:15
  Right?
• 19:16
  Business is not about sales.
• 19:17
  It's not about profits.
• 19:19
  It's about cash flow.
• 19:20
  In a small business owner who is focused on the amount of cash they add And when they collect
• 19:25
  their cash from their customers, we'd have a lot more small business owners still in
• 19:29
  business.
• 19:30
  I love it.
• 19:31
  I love it.
• 19:31
  Thank you so much.
• 19:32
  Bear for being here.
• 19:33
  You are my favorite small business expert, so I'm so happy to have you here.
• 19:42
  Hey, everybody.
• 19:43
  Did you know that Black Friday is coming?
• 19:46
  Well, guess what?
• 19:47
  All of us here at Small Pizz Lady University, we've got a special she'll offer for you.
• 19:52
  If you're interested in coming to our small business lady university, one day virtual
• 19:57
  startup boot camp, January 16th.
• 20:00
  Well, guess what?
• 20:01
  Just for the Black Friday month, we're gonna give you a discount of $50 off.
• 20:08
  Either a regular ticket or a VIP ticket.
• 20:11
  That's right.
• 20:12
  You can come to the small bizlaid university virtual startup boot camp for $47 this holiday.
• 20:20
  So take advantage of it, this offer will expire on November 30th.
• 20:24
  So jump on it now.
• 20:25
  All you have to do is head over to smallbizladyuniversity.comforward/ startup boot
• 20:31
  camp.
• 20:32
  Alright.
• 20:32
  Have a great holiday, everybody.
• 20:40
  Thanks for listening to the small biz chat podcast with Melinda Emerson.
• 20:45
  Subscribe to this podcast, wherever you listen to podcasts, and join us next Wednesday for
• 20:50
  more fantastic information and interviews.
• 20:53
  You can find more sources and small business success strategies by visiting Melinda's
• 20:57
  website succeed as your own boss.com.
• 21:01
  Thanks again for listening, and we'll see you next week.