Why Internal Evangelism Is More Important Than Ever

Ask a marketer, what comes to mind when you think of branding? I bet you’ll think of phrases like “logo design,” “website building” and “advertising campaigns.” Indeed, marketers typically invest most of their time in the outward-facing elements of their brand.

However, there is another, often overlooked aspect of branding that marketers don’t think about enough. It’s called internal evangelism, and without it, your company is more likely to underperform.

Read moreWhy Internal Evangelism Is More Important Than Ever

Does a Great Brand Name Even Matter?

What does every (good) marketer do to develop a new brand? They spend time (and lots of it) trying to come up with a brilliant and unforgettable brand name. But despite all that hard work, great brands often die. Meanwhile, some brands that eschewed the traditional naming process manage to last decades. Is that fair? Not really.

But it raises an important question: Why are some brands so successful even though they didn’t go through a rigorous naming process?

Read moreDoes a Great Brand Name Even Matter?

How to Sharpen Your Marketing Message by Creating Personas

We see and hear as many as 5,000 marketing and advertisement messages a day. From what we read in magazines to what we hear on the radio, we are bombarded with advertisements. But how many of those do you think we pay attention to? Probably very few. We’re so overwhelmed with marketing messages we tune most of them out.

How Personas Get Your Message Heard

Unfortunately, the large majority of your marketing messages get tuned out too.

To cut through this message clutter and reach your prospective customers, you need to create marketing personas. “Personas” may sound odd if you’ve never heard about them, but they’re easy and fun to create.

A persona is a thorough and detailed description of your ideal buyer or customer. Personas tell the story of your customers’ behaviors, needs, and concerns. They help you understand your prospects better so you can speak to them clearly and directly in your advertising messages.

While creating personas might seem like an unnecessary step, the work is invaluable. Without them, your marketing messages will be less effective at cutting through the clutter, and less effective means fewer new members at a higher cost to acquire them.

So now that you know why you need personas, you’re probably starting to wonder how to create them. Well, just read on.

Steps For Creating Personas

Do Research

Your goal is to thoroughly understand your prospective customers. To do this, you need to do some research. You can conduct interviews with your customers, send surveys to your community, or talk to people in your network.

Go into the research process methodically and with an open mind. It’s easy to think you know your people, but you’ll be a bit surprised with what else you can learn. You should also start with a set of basic questions or a template for what you want to find out. But be sure to ask open-ended questions to generate conversations.

Here are some common things you’ll want to find out:

  • Personal details like age, gender, goals, motivation, challenges, education, spouses/children
  • Professional or career background, skills needed for their work, approximate household income (if willing to share)
  • Where and how they like to find information (ex: social media, books, magazines, the news, etc.)
  • Where and how they like to shop, and where they buy nutrition items and supplements
  • Things specific to your business (ex: what programs they like, how far would they drive to get to you, ideal hours of operation, etc.)
  • Why (and how) they were attracted to your business.

Identify the Traits of Your Ideal Customer

Now you’ll need to take the information you collected and start to make sense of it. You’ll want to look for patterns and common characteristics to tell the story, or stories, of your prospects and members.

For instance, do you have a customer base that’s mostly female and professionally-minded? Or is your community young men who are family-focused? Try to find the commonalities in the stories you’ve collected. It’s normal to have a couple of different stories emerge, and you can have as many personas as you need to account for the generalities in your community.

Document Your Persona(s)

Here’s where you can be creative. There’s no right way to document your personas. You can use poster board, PowerPoint, a whiteboard, or any other medium that captures the nuances of your personas. Some people like to name their personas so they are easy to remember, and assigning an image to your persona is also helpful. You will want to keep and use your personas for the foreseeable future, so be sure they will be savable.

After you’ve created your personas, share them with your team. Ask for their feedback on what you’ve created. Your team will have ideas to help you refine your personas. 

Using Your Personas to Reach Prospects

Now it’s time to be heard above all the marketing noise, or cut through it with a well-sharpened knife, if you will. You can use your personas to create targeted advertisements and marketing messages, using words and ideas that will resonate with your ideal prospect. For instance, let’s use the examples we gave above.

An advertisement for working professional females building their career will differ significantly from an advertisement for ex-corporate, entrepreneurial males.  Not only will the words you’d want to use be different, but the colors, images, and the main point of your message will be as well. Your personas will also give you insight for promotions and seasonal attendance drivers, as well as clarity on where to post your advertisements. 

Another thing that makes personas helpful is the ability to address a person’s reasons for wanting your product, or conversely, not wanting your product. If you speak to these issues in your marketing messages, they will be compelling and powerful.

Personas Are a Powerful (And Necessary) Tool

Personas must be a part of your marketing strategy, and they’re essential for building a strong brand. They will make your marketing messages targeted, specific, and effective for your intended audience. Although they take a little time to create, they are invaluable and will help you grow your business.


The post was originally published on Causely, where I was co-founder and CMO.

Your Growth Will Fall Short Without A Brand Promise. Here’s Why.

“Come on,” my dad quipped, pretending not to notice the look of sheer horror pasted on my face. “It’ll be fun. I promise.

I was just a 9-year old kid, getting ready to ride a roller coaster called the Loch Ness Monster: 3,240 feet of bright yellow steel tubing wrapped around itself like a two contortionists playing a game of Twister in the middle of tornado. I nearly crapped my pants when I saw it.

Read moreYour Growth Will Fall Short Without A Brand Promise. Here’s Why.

Learn These 5 Tips For Building A Strong Brand

Most businesses wonder what it takes to build a brand that reaches to the ends of the earth (think Coca-Cola, Apple, Kleenex). Everyone knows these brands, and if you don’t, you probably need to get out more. But what makes them so successful?

Good branding is not just about a name or a logo. Branding is far more psychological — it’s what people think of when they hear your name, see your logo, or use your product. Do you ever call it a “tissue?” No, you call it a Kleenex. Boom. Brand brainwash.

So how do you get there?

Well, we’ve mapped out five tips we think are essential for building a strong brand. We can’t promise that your brand will spread to China, but we can promise that spending a little brain power on each tip will help you solidify your brand and grow your business.

Let’s get started.

1.  Know Yourself

Cat Stevens said it best, “If you want to be me, be me. And If you want to be you, be you.

It sounds simple, but this might be the hardest part of building a brand. Nearly every business struggles with pinpointing its personality and vision. Often, in hopes of nailing down a specific niche, businesses take on more than one personality. This is called “mission creep” and it can be detrimental in the long run. Instead, focus on what your business offers.

If you’re a yoga studio, don’t try to be a CrossFit. If you’re a chiropractor, don’t try to be a dentist (obviously). Losing focus can result in losing customers. After you establish your purpose, your brand will have legs to stand on.

To begin this process, try brainstorming words that represent your company’s product or values. For example, if you’re a restaurant, you might start with words like health, entertainment, enjoyment. These words will help guide the language you use to communicate your vision and develop a mission statement.

2. Know Your People

You can’t build a brand without knowing whom you’re building it for — your customers. And to reach your customers effectively, you must cater to their communication preferences. What does that mean? Find out what they like, how they talk, when they’re listening, and where they hang out online. Make sure you offer something that your customers actually want (not what you think they want).

Your priority is to make a connection that hooks your customer’s brain and heart. If you can do that, you’ll have customers for life, AKA “brand loyalty” (think Harley Davidson and men with bushy beards, leather jackets, and plenty of tattoos).

To really know your customers, you’ll need to create customer personas. Don’t know what that means? Here’s a quick walk-through to get you started.

3. Be Honest

“Whoever is careless with the truth in small matters cannot be trusted with important matters.”
— Albert Einstein.

Being honest reinforces who you are and how you do business. Be completely honest about everything — your successes, your failures, your strengths, and your weaknesses. Evaluating your weaknesses can be tough and requires a great deal of humility and courage. But demonstrating honesty shows that you’re business is run by real people. When your customers feel like they know the people running the business, they’re more likely to develop trust.

As much as being honest will help build your brand, it will also build your customer base. People are attracted to honest brands because they are more trustworthy. If your members trust you, they will be more likely to recommend you to friends (hello, word-of-mouth referral).

4. Be Passionate

You love your business — it’s your passion. And your passion can be contagious if you let it be. As much as people cling to honest brands, they also cling to passionate ones. The passion starts with you and your employees. Together, you are the face of your organization and its biggest advocates. Communicate your passion in the way you relate to your customers. Before long, they’ll share your enthusiasm.

Here’s an example. When you think of Apple, what do you think of? For many people, Steve Jobs immediately comes to mind. After all, he developed some of the most loyal brand followers on Earth. It’s real. You could feel his passion every time he spoke about Apple. Your passion has the power to inspire your customers to tattoo your logo on their chests.

Just kidding, but you get the idea. Passion attracts people. When others see your passion, they will likely  be more receptive to what you’re communicating.

5. Be Consistent

Perhaps one of the most important pieces of a good brand is consistency. Coca-Cola didn’t get into 200 countries by changing its mission statement or logo for each country. Once you know your brand, stick with it! If you’ve grown so much and need to reevaluate, you can. Just don’t do it every week.

Oh, and remember how we talked about honesty? Well, consistency and honesty are kind of the same thing. Really, really important. Without a consistent brand, your customers will get confused, lose interest, and gravitate toward other brands that provide the trust they are seeking.

Consistency in logos can be especially tricky because your logo is the easiest piece of information for people to remember about your brand. Make sure your customers support your re-brand if you choose to go down that route. Avoid re-branding pitfalls by taking a look at these logo redesigns gone bad. 


The post was originally published on Causely, where I was co-founder and CMO.

How to Build a Social Media Content Plan with Trello

Here’s a dead-simple way to build a social media content plan with Trello.

Without a Plan, Your Social Media Will Be A Mess

Managing your company’s social media presence can be a mess if you’re not intentional about it. It’s like that guy who’s sat on the couch all year and decides that on January 1, he’s going to go to the gym “like all the time.” Week one, he’s there every day. Week two… well, you know what happens. Without a solid plan that you can stick to, your social media content won’t be consistent or effective.

That’s why I’m going to show you how to build a social media content plan with Trello in 30 minutes or less.

For the sake of simplicity, this post will focus just on marketing content for Facebook. However, the methodology can be used for any content calendar, and even for multiple social networks if you’re creative. Here’s how it works:

Step 1: Ask What You Want To Accomplish

Why do you even have a social media presence in the first place? Do you want to keep customers talking about your brand? Announce new products? Set the tone for your brand’s voice? Make a list of key objectives. Keep it short, not more than three or four. Just like the guy planning to hit Gold’s Gym every day, not knowing why you’re doing something is a sure path to quitting. Here’s an example:

  • Keep customers informed of new product features
  • Foster engagement by highlighting outstanding customers
  • Reinforce our values through human-interest and humorous content
  • Improve company image vignettes of employees

2. Identify The Type Of Content That Will Best Serve Each Of Those Objectives

For example:

  • Keep customers informed… via events announcements and company news (Update)
  • Foster engagement… by highlighting outstanding customers (Community)
  • Reinforce our values… through human-interest and humorous content (Voice)
  • Improve company image… by featuring profiles of employees (Personality)

3. Prioritize Your Categories

Don’t just say, “they’re all important!”; prioritizing will help you decide how much content is devoted to each. Try this: give yourself 10 “points” to hand out. Give more points to the most important objectives, and fewer to secondary ones. So much math!!

  • Update: 3
  • Community: 3
  • Voice: 2
  • Image: 2

4. Calculate Your Output Capacity

How many posts per month can you consistently commit to? Don’t bite off more than you can chew and burn out after a month. At our company, we are planning to ramp up our volume to about 20 posts a month. That’s on the aggressive side, but we generate a lot of growth through Facebook and our followers have been very engaged with our content. Having videos with lots of gratuitous explosions always helps.

5. Do Some Math

With you ideal volume in hand, it’s time to match that against the priorities you outlined earlier. Apply the formula below to

Number of posts/month = (points assigned to category / total points) x total posts/month

For our first category, Updates, the formula would look like this:

(3 points / 10 total points) x 20 posts/month = 6 Update posts per month

Easy! You didn’t even need a calculator. Right? Right????…..  Don’t worry I won’t tell your 4th grade math teacher. Just repeat for the remaining categories and you’ll have a baseline plan for how many posts of each type to publish each month. Here’s what you’d end up with for all four categories:

  • Update – 6 posts/month
  • Community – 6 posts/month
  • Voice – 4 posts/month
  • Personality – 4 posts/month

6. Time To Build Your Social Media Content Plan With Trello

We use a 4-step workflow to manage content throughout the month. Every piece of content starts out in a Planned list, and moves through the following steps:

  1. Planned
  2. Being worked on
  3. Pending approval
  4. Scheduled

You may need fewer or more depending on the structure of your team. We have multiple content contributors, but only a couple people assigned to approve content, so this process helps us hand off content to the right people.

Now… create a Trello card in the Planned for each post you outlined above. The result will look something like this. Look at all those beautiful posts just waiting to be written. So many Likes and Shares lie ahead:

Building a social media content plan with Trello is easy.

7. Assign Owners

Whether you have one person or a team of ten managing content, make sure that every single card on your social media content plan with Trello has an owner. This is the person who will make sure that a piece of content is drafted, edited, and published on time, and by the right people. Give your team the gift of clear ownership and it will greatly streamline your process. Don’t assign owners and watch you best intentions disintegrate into pure and unrelenting madness. Your Facebook fans deserve better, don’t they?

8. Set Due Dates

Since you’re building your social media content plan with Trello, it’s time to figure out what to post when. Trello gives you a great calendar view, which makes it super-simple to get a bird’s eye view of the month. We use also labels to designate content categories, making it  easy to see what type of content will go out when. Here’s a possible result that will satisfy any obsessive compulsive disorder sufferer, with it’s neatly-spaced scheduling.

Your social media content plan with Trello never looked so neat.

9. Get Writing

Now that you’ve built your social media content plan with Trello, you have all your work cut out for you for the month. No more planning, go write!

At the end of the month, sit down with your content team and examine the results. Which types of social media content performed the best? Were there days of the week when you saw better results? Was your team able to handle the load?

You’ll want to make some tweaks to make next month even more effective. Now you’ve established a baseline, though, your process will be much more effective and well-informed.


This post was originally published on Flag and Frontier, my marketing consulting business for B2B technology companies.