Latest / The SmallBizChat with Melinda Emerson / How to Dominate the Market with Lethia Owens

Transcript

How to Dominate the Market with Lethia Owens · The SmallBizChat with Melinda Emerson

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  3, 10, 1, 0, ignition, liftoff,
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  Ending small business failure.
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  Welcome to the Small Biz Chat podcast with a number 1 small business expert Melinda Emerson.
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  Bolinda's goal is to end small business failure, and she'll give you the information
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  you need to succeed and live the life you've dream of.
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  Now here's the small Biz lady herself.
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  Melinda Emerson.
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  Hi, everybody.
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  I'm Melinda Emerson, the small Biz lady, and would like to welcome you to small biz chat.
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  Now we have an amazing show for you.
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  For more than ten and a half years, I have been hosting small biz chat Now you guys know that
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  the whole reason why we started small business chat is to create a peer to peer opportunity
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  for you to get business advice that you don't have to pay for, but that you definitely need.
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  So listen.
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  I'm with Lithia Owen, and and she is a market domination strategist, and she's also a dear
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  friend of mine for a long time.
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  And she is a best selling author, a tech CEO, a branding spurt, and she is ranked number 8
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  among the top 30 brand googlers in the world.
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  She is a founder of the game changers international She helps businesses brand their
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  brilliance, monetize their message, and dominate their market.
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  Lead then knows where it takes big game changer, her business strategies, challenge
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  business owners to get in the game because game changers are not spectators.
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  They win championships.
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  Her message of reinvention courage and self empowerment helps business owners live their
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  best life.
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  Welcome, Lithia.
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  I am so excited to be here.
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  I wouldn't miss it for the world.
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  Awesome.
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  Awesome.
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  Well, listen.
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  Let's jump right in.
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  So tell me what does it mean to dominate your market?
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  Oh, wow.
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  I'm glad you asked that because, when we think about marketing today, there so many different
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  avenues and channels that a business owner can use to market their business and specifically
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  thinking about small businesses that don't have the same budgets as a Coca Cola or a Boeing or
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  these big brands.
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  Right?
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  What I love about online marketing is that it allows us to get in the game and actually
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  dominate.
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  And when we think about market domination, what I encourage, my clients and and the people that
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  I work with to do, is to really figure out their sliver of the market.
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  Find out what what part of the market they want to really go after and then put together a
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  marketing strategy that allows them to be seen everywhere.
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  So, Melinda, you know that I'm ranked number 8 among the top 30 groups of the world.
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  And I thought that, I was being punked when I got the message.
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  Right?
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  I mean, what?
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  Like, right among the top 30 brand crews in the world?
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  22,500 people voted, and I was ranked number 8, but here's the reason why people saw me
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  everywhere.
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  I was dominating my market.
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  So I picked up the slip, the sliver of the market that I wanted to dominate, and then I
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  put together a strategy so that you saw me on LinkedIn.
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  You saw me on Twitter.
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  You saw me on on almost all of the social media platforms.
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  There was regular content going out.
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  And I took content that was very relevant for my particular target and, information that was
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  compelling in firing, encouraging, and I created content and then actually, created
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  audio, video, and text based content and then pushed it out on multiple plat platforms.
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  So what we wanna do is hang the content on platforms like YouTube blogs.
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  You know, we wanna hang text on blog and audio on podcasts and videos on YouTube, and then we
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  want to use the other social media platforms to actually push out into the world this content
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  that we, got a chance to hang out on the internet.
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  And so when you do that, you begin to dominate your particular sliver of the the market for
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  your particular keywords that you most want to be known for that that are really addressing a
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  problem that you are the best person to solve.
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  So that's really how you dominate your market online.
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  Now what are some of the trends that you're seeing now in online marketing?
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  Because it's a lot different than it was you know, 10, 11 years ago when we first got
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  started on Twitter.
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  So what are some of the new things that you're seeing people do?
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  Oh, I I am a geek, at heart.
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  I have a math, a computer science degree, and a math degree.
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  So if it calculates beeps or processes, I probably own it.
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  And so I'm always studying, like, what is trending?
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  What are what tools and resources are companies using?
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  To really market themselves.
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  And so I'm really excited to answer this question.
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  What I'm seeing is, from a online marketing perspective, people are using tools that
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  differentiate and disrupt.
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  Tools that differentiate and disrupt.
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  So when you think about, let's just say differentiation and disruption, Proximity
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  marketing is a is a concept that people really haven't a lot of people haven't jumped on board
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  with, but it's a very effective and very powerful tool that companies that are on the
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  cutting edge are using connect with their audience.
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  So let me give you an example of how I've used this recently.
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  I'm at a conference 22, 20, actually, 25,000 women in tech at a conference in Orlando.
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  And so when you go to a conference, right, and you're trying to market up to 25,000 women, how
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  many people can we reach?
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  Not that many if it's left up to me to meet them in the hallways or meet them, in the
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  workshop that I'm doing or whatever.
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  Right?
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  And so when you use proximity marketing, you're able to push a notification to people's
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  smartphones based on the proximity of where you are and where they are.
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  Imagine being at a conference and being able to push a notification to offer a free copy of
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  your report or resource to people That changes the game in regards to how you can get
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  connected with people at conferences or at events and things of that nature.
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  So that's a another trend real quick is, just teaching people to take advantage of micro
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  marketing moment.
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  In these micro marketing moments, if you think about it, you know, people are using their
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  smartphones to look up, how to go somewhere, something that they wanna do, something they
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  wanna buy, or something that they need to know.
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  And when they're using their smartphone to Find solutions, quick answers and solutions to
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  problems, marketers have to learn to market in micro moments.
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  And that's another trend that I'm seeing in online marketing.
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  It does have the trends I could share, but those are two of the top ones that I that I'd
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  like to One of the things that I see most small business struggle with is a real differentiated
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  value proposition.
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  Like, you know, I recently attended, a marketing conference, and the gentleman got up,
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  and he said, and now hear this, can everybody please stop saying they save people time and
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  money.
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  Can we all stop agreeing in this room to stop saying that?
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  Because it now everybody says it to the point where it now means Nothing.
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  Right.
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  And so what I really wanted your perspective on is, okay, if I'm not saving people time and
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  money, What is it that I'm doing?
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  You know, how can I how can I stake out a differentiated value proposition when you know,
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  these the things that are actually true might be just becoming buzzwords?
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  Everybody's used.
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  Absolutely.
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  So one of the things we have to do first is we to really understand our audience.
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  Right?
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  Our audience, of course, everyone wants to save time and money, but they may have other needs
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  that are really pressing for them.
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  And if we could really get into the hearts and minds of our clients, our our target audience,
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  and understand what they need most, We're then able to create solutions and resources and
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  answers that meet their specific needs.
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  So if you, for example, I work with experts, experts who are speakers, authors coaches, I
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  help them build a brand that differentiates them in the marketplace.
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  Right?
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  And so one of the things that I do that the reason people come to me is they know that
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  they're going to get the latest technology trends and resources and recommendations as
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  they're building out their brand and as they're positioning themselves in the marketplace.
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  For example, optimizing for voice search is something that we do with clients.
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  If you think about Alexa and, you know, Homepod with from Apple and Google, you know, Siri and
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  Google and Microsoft's, tools and resources that they have as far as their video enabled
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  devices, people talk differently than they actually type.
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  And so teaching my clients that they also need to optimize for boys and not just SEO is
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  something that my competitors really aren't teaching experts.
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  They may be teaching the big companies like, you know, Walmart and Microsoft, but when it
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  comes to businesses.
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  When they go work with a branding or marketing strategist, they're not really hearing that.
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  So one of the things that I've learned to to use to differentiate me is that I stay on the
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  cutting edge of trends as it relates to the use of technology to disrupt the market and to
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  really show up more powerfully and to show up everywhere with my clients.
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  And so because I understand that my client, what my clients need, then I can actually
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  create a differentiating proposition to them, you know, a a proposition, a value proposition
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  that's very different than what my competitors are offering because I understand them, and I
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  understand their needs.
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  Hey, small business owners.
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  So how all And should you communicate with your market?
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  Oh my gosh.
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  You're not gonna like this because no one likes it when I say it, but it all depends.
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  So let's break that down.
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  Right?
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  It already made me feel to see my face right now.
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  That's not the answer I wanna Let's take a look at your and let's take a look at the and let me
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  give you, like, a real let me give you a real clear answer.
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  So How do would you like to hear from your financial advisor as off if you're a small
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  business, right?
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  Small business would you like to hear from your financial advisor as often as you hear from
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  your marketing coach?
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  You would have an expectation of having interactions with them differently.
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  So if I as a financial advisor, you wanna be careful not to overcommunicate and always be in
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  your client's inbox because it could feel a little annoying and perhaps even a little
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  creepy.
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  But if you are a person's coach, they're expecting to hear from you often because they
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  are looking to you for a guy guidance advice and information on things that they have to
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  make daily decisions about.
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  You don't really have to make daily decisions, oftentimes around your investments or
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  retirement strategy.
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  So it really does depend, and you have to understand your audience.
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  But in general, if let's just say you are an expert, I I wanna encourage you to stay top of
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  mind because it used to be that you had to get in front of people seven times in order for
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  them to really notice you.
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  Now that number is upwards of 21 times.
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  I have heard that.
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  I have absolutely heard that number.
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  Yeah.
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  So if you if you post here's here's why a lot of businesses fail in their online marketing,
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  they do a wimpy push.
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  So they post on Twitter two times or they push something out on LinkedIn and they think the
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  world has seen it.
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  No.
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  I may not have been online at the moment that you push that and because online marketing
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  really is a stream, it's not an inbox like your email If I get online at 9 PM and you posted
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  something at 9 AM based on the number of people I'm connected to, I might not even see what you
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  posted.
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  So be prolific is so important, but you do want to be mindful of the type of audience that
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  you're serving.
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  Awesome.
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  Awesome, Lithia.
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  What's your favorite business app?
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  Being in marketing, of course, mind would be related to marketing, and it's called buffer.
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  It allows me on the fly.
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  If I have great information I wanna share across all of my social networks, I can upload
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  an image or video text our information, and I can push it out to all of my social networks
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  just like that.
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  I like it.
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  I like it.
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  Alright, Lithia.
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  What is your favorite old school marketing tip?
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  I would have to say old school would be faxing I actually still have a fax.
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  My my yes.
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  I mean, you're laughing, but but you you'd be surprised how you can get, connected to some
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  companies through their fax number.
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  And so that will be my old school marketing strategy.
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  What is your favorite podcast?
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  Oh, wow.
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  My favorite pro podcast would be, Craig Rochelle's cast.
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  He speaks on leadership, and he is faith based.
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  And I love the strategies that he shared.
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  I'm leading a team of over 23 people.
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  And I use those strategies regularly in my business.
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  Lithia, what is your favorite business book?
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  Wow.
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  My favorite all time business book is a book by Dale Carnegie.
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  It is old as dirt, but it is amazing.
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  It's called How to Win Friends and influence people.
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  And it just reminds me that business is really about people, not just about products and
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  profits.
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  But at the core, if you understand people and if you take care of people and treat them right
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  and meet their needs, then your business can thrive and grow.
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  Thank you guys so much.
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  You know, the mission of small fish chat is to end small business failure.
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  And that is what we were doing tonight.
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  I tell you, for me, I do this because I want you to win in business and I wanna leave you
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  with this.
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  Remember, you never lose in business.
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  Either you win or you learn.
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  God bless This is Melinda Emerson, the small biz lady, and we are out.
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  Thank you for listening to the small biz chat podcast with Melinda Emerson.
• 15:23
  For more resources and small business success strategies, visit succeed as your own boss.com.
• 15:30
  Subscribe to this podcast wherever you listen to podcasts and join us next Wednesday.