3 pillars to effective marketing

The 3 Pillars of Marketing – Importance of Having a Plan

By marketing No Comments

Keep Your Small Business From Failing with Effective Marketing

The fact that eight out of 10 businesses fail within the first 18 months is unacceptable to me. So I am on a mission to change that statistic and help you avoid falling into the trap of small business failure.

The 3-step system for ensuring that your business is on track for success

The Three Pillars of Marketing Approach

The Three Pillars of Marketing is a concept developed by my partners and I at Boss Women Rock over the last four years. Based on our combined 50 years of experience as marketing professionals, the last 12 years as entrepreneurs, and last 6 years as marketing consultants specifically working with small to medium-sized businesses, we began to see a pattern emerging. The pattern was that most businesses were failing because the owner did not have a plan for marketing. They were winging it so to speak.  The Three Pillars of Marketing was our way of explaining a very simple process for ensuring marketing success.

What are the Three Pillars of Marketing?

Branding

We were inspired to create the Three Pillars of Marketing because a lot of business owners would come to us and say that they needed a website. In fact I had one client who had a $20,000 budget for a website but what they lacked before that was a solid brand. The first pillar is branding. Your brand is the essence of your company, it’s the promise you make to your audience. If you don’t have that worked out, your website design will miss the mark. Jen Book Signing

Tools

The second pillar is tools. Once you have your brand established, are recognizable, consistent, and differentiated in your Market or industry, then it is safe to move forward with building out all of the various tools that you will need to attract the ideal customer. Your tools include your website, social media channels, sales funnels, books, advertising, public relations efforts, sales efforts, and every other way that you are investing in your business to purchase a new customer.

Marketing

The third pillar in the Three Pillars of Marketing is marketing. After you have your brand established and all of the tools that you need for success, you can begin investing in marketing, in purchasing a new customer. And yes, you do need to invest in buying a customer. To begin, think about what your acquisitions may be, and what your acquisition costs per customer are. Do this by examining or knowing what the lifetime value of a new client is to you. You should have that number worked out so that you know how to determine your marketing budget. If it the value of a new customer to you is, for example $4,000 then you know that in order to get a good return on investment out of your marketing, you can invest quite a bit of money in attracting that new client. Usually in business the companies that are spending the most to acquire new customers are the ones that are successful.

Shifting Your Mindset

The Three Pillars Approach to marketing will be a very helpful tool but will require a shift in your mindset when it comes to marketing. Instead of feeling the urge to jump ahead and skip stage one branding, and to start building tools or spending money on marketing, you must do the preceding step. Doing this will require some patience on your part but if you follow the formula: branding first, tools second, and marketing last, your efforts will be much more effective and you will be able to spread your message, create your movement, and serve your true purpose.

Take Action

Simply take an 8.5 by 11 piece of paper.Purpose Filled Business

  1. Divide it into three columns.
  2. Write branding at the top of the left-hand side column.
  3. Write tools at the top of the middle column.
  4. Write marketing at the top of the right-hand column.
  5. Then in the left column you’re going to quickly write down all of the different elements that are in your brand.
  6. In the middle column, jot down all of the different tools that you’re using to do your marketing including your website, social media, email marketing system etc.,
  7. Lastly on the right hand side of the third column please write down all of the different ways in which you are communicating your message with your audience.

For now the goal is to begin retraining your brain using The Three Pillars of Marketing Approach.

We will have more to come in the short future!

Get your free success kit

 

keynote speaker for national conference

Keynote Speaker for Small Business Owners | Jen DeVore Richter

By keynote speaker, professional speaker No Comments

PRESS RELEASE – Jen DeVore Richter Featured Keynote Speaker Presents “Amplify Your Business” at National Conference for Small Business Owners

Event helps small business owners and franchise owners from national company 1800-BOARD-UP with elevating their marketing effectiveness using modern business growth strategies.

Charleston, SC – July 24, 2017 – Jen DeVore Richter, author, professional speaker, and expert in small business marketing and personal branding presented her signature keynote speaker presentation “Amplify Your Business” to a group of 110 company CEOs, owners, and marketing directors at the 1-800-BOARD-UP conference in Charleston, SC on Monday, July 24, 2017.

DeVore Richter presented her presentation “Amplify Your Business: The Rockstar Professional’s Blueprint for Marketing Success” which covers topics from her book and proprietary and proven blueprinted process for business growth success including:

  • Set the Stage – how to lay a solid foundation for business success
  • Produce Your Brand – how to sharpen your awareness & elevate your visibility
  • Design Your M.A.P – how to create a strategic (yet simple) 1-page Marketing Action Plan
  • Amplify Your Business – how to increase profitability through marketing systems
  • Rock Your Authority – how to use your expertise for good in your community & gains in your business

According to the meeting organizer, Erin Gordon, her presentation “received the highest reviews I have seen at 1800-BOARD-UP for keynote speakers!” Having known Jen as a business leader for many years, Erin was very pleased to have Jen speak.

About the Speaker:

Jen DeVore Richter is a business growth expert serving as the pioneer of the “Identity Revolution.” She is known as The Powerhouse Producer for Rising Influencers. She cures the identity crisis many have in business helping you claim your stage and transform into a purpose filled leader.

Her expertise in marketing and creative approach to business has culminated in the creation of the Rockstar Professional’s Blueprint™, which is a proven system she and her business partners developed over 4 years.

She has co-authored two books: Amplify Your Business: The Rockstar Professional’s Guide to Marketing Success as well as the Rockstar Professional’s 90 Day Action Planner. She is a Contributing Writer to the Huffington Post with featured articles on personal branding and small business marketing. Her podcast is available on iTunes. Jen is on a personal mission to encourage business owners to reinvent their lives, reenergize their businesses & reconnect to their purpose.

To book Jen as a keynote speaker for your event, please call (904) 428.8764 or click HERE for webform.

 

Write a Book to Grow Your Business & Spread Your Message

By book authorship No Comments

Have you ever noticed how hard it is to get customers to buy your product or service through traditional marketing means? This is because there is a shift happening in business today where customers, clients and patients do not want to be sold to.

If you are a business owner and all you are focusing on is selling, selling, selling and you are not providing value to your audience then you will not be able to make the difference that you are wanting to make. Marketing a business has changed. You do not want to be seen as a pest that is only concerned about how much money your business is bringing in. You need to be seen as a valuable expert that is solving problems and there to work with them to help them get what they are trying to get.

3 Main Aspects to Marketing Success

Message

There are three main things that will make your marketing efforts successful. The first is that you need to have a message that is compelling and moves your audience to action. You should consider what difference your company is making in the lives of those that you serve. By positioning yourself as an expert in your industry or field and giving away valuable insights and information that help your audience you will attract the right type of client to you versus you having to search them out.

Media

The second aspect of effective marketing is that you need to use the right media. The types of media that people use to consume information and make buying decisions has changed. People are no longer sitting in front of their televisions where ads are being run. They are busy and on the go consuming information on their phones, on their laptops. They are reading books either from their Kindle or other book reading app or in the printed form.

Audience

The third aspect of effective marketing is that you need to have identified the ideal perfect customer, client or patient for you and understand how to communicate to them what benefit your product or service provides to them. If you are not clear on who you are serving and what difference you make in their lives your marketing efforts will not be effective.

Books Connect All Three: Message, Media & Audience

book author Jen DeVore Richter at WJCT

Jen at WJCT for her interview about her book Amplify Your Business.

These three reasons are why book publishing is an effective way of growing your business.

Your marketing needs to find people where they are, provide value and deliver on your brand promise. Books are very valuable to audiences. We live in an information age where people are rapidly consuming information. By positioning yourself as an expert in your field and writing a book that helps your customer, client or patient solve a problem that they’re having you are likely to cut through the noise of advertising and traditional marketing means and get your message delivered with impact.

In 2013, my business partners and I started our company Boss Women Rock and one of the first goals that we set for ourselves was to publish a book. We knew that business owners needed the insights that we had about setting the stage for business success. We knew that we could make a difference in their lives if we could only take the information that we had in our hearts and our minds and deliver it to them in a way that they would want to consume it.

Publishing our book Amplify Your Business has been a game changer for our agency and for us personally as well. We no longer are seen or perceived as a marketing agency that only provides creative services. We are known as the go-to-experts in our field and opportunities come to us versus us seeking them out. Also, clients are attracted to us and our approach because we are taking the time to document our proven process and share our valuable insight and knowledge in our book, podcasts, blog posts, and events.

Write a Book to Spread Your Message

If you are struggling with growing your business, writing a book is the number one most important idea that you can easily implement. Publishing your book independently without having to go through a publishing house is actually quite simple and easy to do if you have the right resources and team on your side.

Do not hesitate! Get started today sharing your message, providing value to your audience, and begin writing your book so that you can grow your business into new levels of success greater than what you may have ever imagined.

This approach to marketing through book authorship will require a mindset shift for you. You will need to let go of any limiting beliefs you have about being qualified, ready, or expert enough. If you have personal experience and expert knowledge, you are ready to write your book!

Take Action

An action that I would like for you to take this week is to think about who your ideal perfect client is so you can begin to better define your audience. Sometimes, it’s as easy as looking at ourselves. Our ideal clients are usually like us since we’ve been where they’ve been.

Also I do have a free online training that I would like to give to you as a gift. Please go to my website at http://www.JenDeVore.rocks/leadership-training to download your free success training today.

Until next time.

God bless you!

Free online training grab my spot women in leadership

Productize To Monotize

Productize To Monotize Expertise

By branding No Comments

Let’s examine ways you can monotize expertise by turning it into various products that your audience would love to buy.

What are Your Unique Gifts & Talents?

Often as a business owner we start a business based on a unique hobby, talent or skill that we have and we absolutely love to do. You may be a makeup artist, a hairdresser, a cake baker, a jewelry designer, a business coach, a life coach or in some other creative type of business.

One of the major mistakes that I made in my career was about 10 years ago when I had a photography business. I really loved photography. It was my creative outlet and a way for me to express myself and make money at the same time. I thought that I had hit the jackpot because I got to wake up every day doing what I love serving people.

One of the reasons why I was able to build a successful photography business was because I loved it so much that I really invested in myself and became an excellent photographer. Plus my passion for my clients showed through and I always wanted to deliver an amazing experience for them and a top quality product.

My Mistake

But looking back there is one mistake that I made and that was not building the business to run without me in the day today.

I could only make money if I was pushing the camera button on a photo shoot. So over a period of seven years working nights, weekends, holidays, and special occasions when other people were enjoying their families I began to feel resentful and like I was missing out on life. So while my business was flourishing my personal life was suffering.

We Need Multiple Sources Of Income To Achieve Freedom

I made a mistake in that business in that I didn’t have multiple sources of income. I failed to create different revenue streams. And looking back I realize that I left so much money on the table and missed out on lots of opportunities because I was so busy working in the business that I failed to work on the business and see it as an empire that could be used to give myself freedom.

Now that I am on my second entrepreneurial journey I have it figured out. I have many types of ways that

This was a pivotal moment for me. After my book Amplify Your Business started attracting media attention, I knew I had figured it out!

people can do business with me. I have multiple streams of income and I have turned my expertise and my unique gifts and talents into products that other people can buy. Because I’ve taken the time to do this I sell books online on Amazon.com while I sleep, sell memberships into my online marketing Academy, and I have turned my unique approach into a proven process that can be taught to other professionals. I now have systems built into my company where other people can execute my vision and execute my dream freeing me up to be with my family, involved in the missions at my church, and giving back to my entrepreneurial community in large and meaningful ways.

Reach & Empower A Larger Audience

By taking the time to develop books, courses, workshops and experiences I’m also able to reach more people with my message. I’m able to empower more women to build businesses that give them the freedom to continue to be awesome wives, mothers, and members of their community.

I wish I would have known then what I know now : that productizing my expertise and monetizing it into multiple revenue streams and different types of products is the best way that I can make use of my talents and serve not only my business audience but my family as well. I have found new levels of enjoyment in my career and new ways of finding time for my family.

Don’t Just Trade Time For Money, Serve Multiple People At A Time

So if you’re finding yourself frustrated by trading time for money and trading your services for a paycheck and wondering if there is a better way I’m here to tell you that there is. You just need to take the time to think about how your business could be set up for success so that you could turn your approach and how you do things into a process that could be taught to other people or built into a scalable business with products where you could serve more than one person at a time.

Example:

If you are a makeup artist and you’re only able to generate income when you have a new bride in your makeup chair please consider taking your expertise and creating different ways for people to learn how to apply makeup from you. You could simply create an e-book and sell it on your website or you could create an online course with training videos or you could create a hands-on workshop experience teaching available on itunespeople the makeup application techniques. You could also become a speaker and take your message to the main stage empowering women to become a more beautiful version of themselves and to love how they look and feel.

Create Products To Make Money Efficiently

In general, productizing your expertise so that you can monetize into different revenue streams is all about thinking about how you can serve a larger population while creating freedom in your career and life.

Shifting Your Mindset

This approach of productize in your expertise will require a mindset shift for you. You will need to think beyond your existing business model of trading time for money and begin to see a new bold vision for your career as an educator, entertainer or inspiring thought leader in your industry.

Take Action

An action that I would like for you to take this week is to simply think of one way, one new idea that you could do to to translate your expertise into a product. This could be setting the bold vision to write a book, create an online course, hold a training event, or simply write a small e-book and sell it on your website.

Free online training grab my spot women in leadership

Authority Marketing 101

By branding No Comments

Authority Marketing Wins

What if I told you that there were very important ways of marketing your business without advertising that could attract a new audience to you and help you build your tribe of the perfect leads?

I recently had two major wins by leveraging Authority Marketing.

Each month our agency publishes a new blog post and shares the blog article with our newsletter subscriber list. On our list is the Publisher of a local business magazine. Within 5 minutes of hitting send on our newsletter, Joe, the publisher of the magazine emailed me back to ask if he could use a section of my article and republish it in his magazine giving me full credit. Of course I said yes! What a great way for me to pick up additional valuable media exposure at no cost to me. 

Another win I experienced leveraging authority marketing is that I held a live webinar on personal branding. I had about 45 people register for the webinar and 22 actually joined me. From those 22 individuals I was able to book 7 new coaching prospect calls. So, by providing value in the webinar, I earned 7 new leads!

Positioning Yourself as an Expert

Leveraging authority marketing is an important tool in building your position as an expert in your industry and creating new business opportunities. There are basically eight main categories of authority marketing strategies I will cover with you here.

Lead Generation

The first category is lead generation. I like to create value for my blog readers and social media followers in the form of ebooks, success kits, podcasts, and other forms of information that solves their problems. By giving away this free information and adding value to my audiences I can in return ask for their email address to access it and build my email list and leads.

Public Relations

A second form of authority marketing is leveraging free media publicity using public relations. By offering your expertise to reporters, writers, and interviewers you can find yourself in the spotlight. Public relations is an important tool to be used to spread your message without having to pay for advertising.

Event Marketing

Events and event marketing is another form of authority marketing that can be very effective in not only building your lead list but also for finding your ideal customers and buyers. You can host your own events or offer to speak at other organizations events for increased exposure for your business as well as additional revenue sources.

Content Marketing

The type of authority marketing that I personally enjoy the most is content marketing. If you’re struggling to make sense of what to post on social media in a way that can grow your business content marketing is the answer. You could begin by writing a blog post for your website either every week or every month and then sharing that blog post to your social media accounts. Again this is another way of providing excellent value to your audience.

Public Speaking

The fifth way of leveraging authority marketing is in public speaking. Well public speaking is the number one most common fear I believe it is the number one most effective thing that you can do to grow your business effectively. I encourage you to invest in yourself as a public speaker and to obtain the training Jen provided inspiration and motivation.and confidence you need to feel comfortable speaking either in front of a group we’re on camera. This will be key to your success as a rock star professional. 

 

Referral Marketing

Referral marketing is the next category of authority marketing that you should play close attention to. Referral marketing is finding Key strategic partners or joint venture partners that have the same audience as you do but are in a different non-competing business category. By working together and leveraging your joint expertise and audience lists you can benefit each other by growing your business is to each other’s markets.

Book Authorship

The seventh type of authority marketing I’d like to discuss is book authorship. Writing a book can be a game changer in your business. Book authorship is very important if you have ambitions to become a paid professional public speaker, land media interviews at a high-level, or you could even use it as a sales tool to mail it to your targeted ideal prospects. With the advent of technology, writing and publishing your own book has become easy and fun.

Product Development

Product development is an important aspect of authority marketing that you should pay attention to if you’re looking to create new levels of freedom and fulfillment in your career. Product development entails taking your expertise and converting it into products that can be sold or given away for free to your target audience in an effort to grow your business. You could take your expertise as a consultant coach or service provider, and convert it into a book a DVD series, a web series, a physical product, or even a available on itunesworkshop. The important key here is to think about how you could work smarter and not harder by leveraging your expertise and scaling your business into new revenue streams.

Why Am I Telling You About This?

In closing, authority marketing is all about providing value to your audience. The more you share and give away your unique insights and expertise the more you will gain in return. 

Shifting Your Mindset

Authority marketing requires that you change your mindset away from focusing on the short term. To build a business with this type of marketing you need to think like a gardener. You’re planting seeds and watering so you can reap the harvest next season.

Actions To Take

The action that I would like for you to take is to answer the question, “If you were going to write a book, what would the title be?”

Get your free success kit

 

womens leadership keynote speaker

Women’s Leadership Keynote Speaker | Perryville Chamber of Commerce

By professional speaker No Comments

Are you booking a business motivational speaker, breakout leader, or keynote speaker for your next women’s leadership conference, meeting, or group?

Looking for a professional, yet friendly and easy to work with entertaining speaker?

Would your group benefit from an empowering and inspiring presentation from a nationally recognized authority marketing expert and published author?

As a professionally trained speaker, actor, improv performer, and communication expert, Jen DeVore Richter receives raves reviews.

Women’s Leadership Keynote Speaker

Jen was recently hired by the Perryville Chamber of Commerce as a keynote speaker to present Claim My Stage: How to Use Personal Branding to Move Up, Make More, and Thrive at the Xquisite Women’s Leadership Conference in Perryville, MO.

WATCH A VIDEO OF JEN’S PERFORMANCE

Here’s what the event organizer had to say about working with Jen immediately after her standing ovation rewarded performance:

 

 

testimonial

 

Jen shared her inspiring performance Claim My Stage, which motivates women business leaders to join the Identity Revolution happening now in business. She teaches the same techniques that celebrity entrepreneurs like Barbara Corcoran from Shark Tank and Oprah Winfrey use to be seen as authorities and thought leaders. Personal branding is a tool that can be leveraged to grow one’s business and influence.

 

To book Jen to speak for your women’s leadership conference, group, or association, please call (904) 382-7255 or email jen@jendevore.com today.

50 Marketing Secrets of Successful Women | Book Launch

By marketing No Comments

I am very pleased to be a part of the launch of Teen Hughes’ book 50 Marketing Secrets of Successful Women. Teena asked me to write a chapter for this book that is a compilation of some of the best ideas in marketing. My section on how to grow your audience with podcasting can be seen on pages 28-29.

About the Book 50 Marketing Secrets of Successful Women

A note from Teena

Women all over the world are starting their own businesses, which is a truly remarkable thing!50 marketing secrets of successful women

Their passion for their product or service is there in abundance, but sometimes it’s harder to get the message out than they originally thought, and “marketing” sounds too hard to achieve. In Australia, when we can’t do something right now, we say we’re putting it in “the Too Hard Basket”, and I think this is where a lot of people put their marketing.

In this book I have gathered 50 tips from amazing women around the planet who are happy to share their successful techniques. I am thrilled to be able to bring these two groups of women together – those having success with marketing, and those needing support with their marketing. It’s a match made in heaven!

Let’s ALL learn new and simple ways to boost our businesses!

Teena Hughes
TeenaHughesOnline.com

To get your copy of 50 Marketing Secrets, please visit http://42jump.com/buy50secrets.

Get your free success kit

PUBLIC SPEAKER TIPS

3 Things I Learned at the National Speaker’s Association Conference About Being a Better Public Speaker

By professional speaker, public speaking No Comments

Have you ever had that feeling when you walk into a room of new people and think, “YES! These are my people! I am home!”

In July, I was fortunate enough to attend the National Speaker’s Association conference Influence 2016 in Phoenix, Arizona with one of my business partners, Kenny Harper. Wow! What an amazing experience and group of people that are making a difference in the world by inspiring, motivating, sharing with and educating others.

Jen and Kenny at NSA conference

(l) me (r) Kenny Harper

These people are professional speakers because they have turned their life journey into a tool to help other people and lift them up. Their life journey could be a personal success story, a business success story, or even a triumph over tragedy and defeat.

We all have this human experience in common and it is possible to take your life and use it to improve the lives of others. That is what I seek to do. To LOVE with my LIFE.

These people are my people.

In an effort to pay it forward and share some of the concepts I learned at Influence, I present:

The Top 3 Things I Learned at the National Speaker’s Association Conference About Being a Better Public Speaker

  1. Be yourself. – when building a personal brand, it may be tempting to look at the industry leader’s and want to mimic them. DON’T! Be yourself and don’t be afraid to stand out. If that means wearing a red suit coat when everyone else wears blue or having pink hair, be true to yourself.
  2. Share your story. – being in the spotlight doesn’t mean you have to put on a false air of success. The road to entrepreneurial freedom is full of potholes, so share with your audience what you learned in the downtimes.
  3. Focus on the journey. – success doesn’t happen overnight in the public speaking business or in any business, for that matter. Focus on the big picture of why you’re choosing this path and who you are trying to encourage.

If you’re struggling through a tough time right now, whether it is a business setback, a personal hardship, or you’ve just run out of shows to watch on Netflix and are in a grumpy mood, I’d like to give the reminder to focus on what matters and enjoy the ride! You never know how your story will encourage someone else.

 

grab this free download

MAKE OR BREAK YOUR CAREER

How Your Online Image Can Make Or Break Your Career

By branding, inspiration, social media No Comments

This blog post was inspired by an appearance I made on being a resilient leader for the Jacksonville Women’s Leadership Forum panel in the spring of 2015. Specifically, we spoke about how women can use social media as a tool that supports resiliency in their career, experiences, branding, and security. We examined how to rock your online image.

Background:

Resiliency means being able to adapt faster, navigate the ups and downs of business, and bounce back quicker when obstacles are thrown our way. In 2010, I decided to close my successful photography business I had run for 7 years. I was at the top of my game, but burnt out from working weekend after weekend and wanted to transition back into marketing. Managing my online profiles was a part of my photography business, and I recognized that those tools would be integral into communicating my new goal of restarting my marketing career to my connections.

How Your Online Image Can Make or Break Your Career

Control and consistency of your social media platforms = control of your public resume.

Share your new goals with online connections

  • jen devore richterExample: if you are a doctor and want to start booking speaking engagements, you would share this objective with your circle of influence. Share your passion and mission.
  • People want to help you succeed. But they don’t know what you’re trying to achieve unless you tell them. So, tell them!

Communicate your qualifications

  • Keeping your LinkedIn profile up to date is key.
  • LinkedIn is your silent salesperson. It’s like having your own booking agent. It’s always working for you. Ensure your profile is up to date.

Ensure all of your social media platforms reflect the best version of YOU. Professional photography is key.

Demonstrate your passion & professionalism

  • You can establish authority in your industry and be seen as an expert by sharing thoughtful, interesting, original content on your social channels. Plan out your content using a simple content calendar to keep your message focused.
  • You can demonstrate passion for your career by helping others. Let’s not take this too far. I’ve seen some pretty vocal, passionate posts on social that go too far.

Remember your audience and THINK before you post- is it True, Helpful, Inspiring, Necessary, Kind?

Successfully making the transition from photographer to marketing agency owner was done by actively and mindfully crafting what was on my social media channels. I shared my goals, communicated my qualifications and demonstrated my passion for my new marketing business. Without a carefully crafted online image, I would not have been able to make the move in my career.

What are you doing to manage your online image? Take inventory and make time to take action.

 

grab this free download