2012 Counselors Academy Conference – Your Secret Sauce Ain’t No Secret: The Power of Transparent Marketing to Transform Your Brand and Business in the Digital Age

May 21st, 2012
by

Colleen Flood*

Marcus SheridanIn a previous blog post, I recapped takeaways from the keynote session, Groovin’ to Your Own Beat: How to Build Your Business by Merging Your Personal and Professional Selves from the 2012 Counselors Academy.

Today, I would like to offer a roundup of a breakfast keynote given by Marcus Sheridan, president and founder of The Sales Lion.

“When it comes to marketing, all businesses say they want more sales but few are willing to start thinking, talking, and walking like their customers in order to make this happen,” says Sheridan. There is a fear of embracing social media and doing things outside of the comfort zone. Communications professionals are afraid that others are going to copy what they do and be successful. So they participate in ostrich marketing and bury their heads in the sand.

“They think everything they do is ‘secret sauce’ and this has got to change,” asserts Sheridan. Instead, marketers need to focus on what consumers really want, which is value, authenticity, and truth.

Developing Consumer-centric Content Marketing

  • Gather company employees together and ask, “What are the questions you get?” Companies rarely take the time to answer these questions – the why – and this aggravates consumers.
  • Make it priority to answer 50 of these questions and write two posts per week.
  • Embrace the idea about cost. Consumers always ask about price, so why turn away?

Search
Where do we all go when we are going to make a purchase?  Google! Another way to deepen your consumer-centric content marketing is to pay attention to how consumers are searching. What are the questions they ask Goggle? Marketers should get ahead of the problem and educate the consumer. If they don’t, consumers will research and find out the information one way or the other.

  • Rule: If your client or prospect asks the question, you need to answer it. 
  • Build links by writing good stuff.
  • Don’t be afraid to have an opinion.

The Ideal Blogger/Content Provider
No one wants to be left out of the party. Marketers need to make the shift and embrace the way their consumers think.

  • The face of content is a real person.
  • Everyone in the company embraces content marketing.
  • Listen to the questions and answer them.
  • Understand the consumers.
  • Write like you talk.
  • Focus on being great communicators. See yourself as the best teacher in your industry.
  • Be known as something and create an identity for your company.

And remember, you can’t be great at every platform. So, choose who you are and then be the best in the world.

How are you using transparent marketing to transform your brand and business in the digital age?

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*Bio: Colleen Flood has been a sales consultant with BurrellesLuce for over 12 years and is eager to become a more integrated part of the social-public relations community. She primarily handles agency relations in the New York and New Jersey metro-area. She is not only passionate about work, but also about family, friends, and the Jersey Shore. Twitter: @cgflood LinkedIn: Colleen Flood Facebook: BurrellesLuce 

3 Responses to “2012 Counselors Academy Conference – Your Secret Sauce Ain’t No Secret: The Power of Transparent Marketing to Transform Your Brand and Business in the Digital Age”

  1. Thanks for the review Colleen, I really appreciate it!! 🙂

  2. Dana Hughens says:

    Hi, Colleen! First, it was great seeing you again at the conference! I thought that Marcus had so much to offer as a keynote speaker, and I am personally in the process of transforming the way my agency looks at and develops content for our blog as a result. Your summary of his key points is very helpful. Great post!

  3. Colleen Flood says:

    Thanks Dana, it was a pleasure to see you too. The conference was a success in part to presenters like Marcus. His ideas and presentation were both instructive and entertaining!

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