I have been producing quick, nonstudio-produced videos on LinkedIn the past five weeks. I know this is a small sample size, but I want to share my research on what is working and the formula behind it. It is always about human behaviors, not the technology.
The formula for video success is: Drop the mic!
Drive emotion
Relationship first
Offer a solution
Prod the next step
DROP is the core of the video.
Trust the journey
Humble position
Empathy for others
THE is the core place of your why and your mindset.
Minute one
Invite conversation
Comments need fuel
MIC is how you increase engagement in the published video.
Drive emotion-Open with a hook- evoke emotion, don’t write an introduction to the video, don’t script it or read from your screen or whiteboard, be vulnerable. Think about one core area that you want to cover in the video. Keep it simple.
Relationship first-Share what you are facing, enough details so you pull the audience in and something they can relate to
Offer a solution-Provide a solution, share your expertise, how you overcame the situation, lesson learned
Prod the next step-Give the viewer a clear call to action (Ask a question, solicit feedback)
Trust the journey-It isn’t easy to hit the record button, it isn’t easy to put yourself out there to be judged. To push through the fear, keep in mind if you impact one person it is worth putting yourself out there.
Humble position- Don’t boast, don’t act like you have it all figured out (no one has it all figured out anyway)
Empathy for others-Empathy is the ability to understand and share the feelings of another. Understand what your target audience might be going through and how you can come alongside them.
Minute one-Don’t ramble on. We decide in the first 3 seconds if we are going to continue to watch your video. We also hover over the video and decide if we are going to invest our valuable time watching it or not. When I see 4 minutes on a video, I move on. You?
Invite conversation-Tag others that you think will play with you or tag someone that you are talking about in your video.
Comments need fuel- Don’t just say thank you when people respond to your video. Comment in a way that encourages back and forth conversation. Example: “Thank you versus Thank you, when will I see your video?”
*Don’t forget to upload your video natively to the platform. Don’t post a link to your video from YouTube or Vimeo. Check your lighting, audio, and angle of the camera (no one wants to see up your nose).
All of this creates a rich experience for all involved. I look forward to hearing about your video success.
I would love to have you join me at one of the following events. You have requested that I share where I will be presenting. I love sharing practical strategies and tactics for using digital to grow your business.
January 11
Greater Cincinnati Human Resources Association (GCHRA)
HR How To: Leverage Social Media and Technology in Human Resources
8-11 Program (Credits)
January 11
Leadership Council for Non-Profits (members only)
2-3 Program at Interact for Health
How to stay on top of digital trends
What digital trends can we incorporate this year
Free or cheap tools to get things done
January 19 (over 80 people are registered)
Clermont Chamber at the new Crossroads in Eastgate
Digital and Social Media Trends for 2018
8:00-8:30 Breakfast and registration
8:30-9:30 Program
February 14
Wyoming Business Association at the Wyoming Civic Center
9-10 Social Media Panel discussing:
YouTube ‘adpocolypse’
LinkedIn’s rebirth
Facebook News announcement made last week
Register:https://www.facebook.com/events/1868949796510978/
February 15
B2B Digital Marketing AMA
Office Key in Rookwood
8-9 What is hot in B2B digital marketing for real results
*yes, updates regarding the Facebook changes in how they handle business pages and what you can do about it will be covered
If you are not aware of the changes Facebook announced on January 11, please read: https://newsroom.fb.com/news/2018/01/news-feed-fyi-bringing-people-closer-together/
February 27
Pardot User Group
8:30-9:30 What is hot is digital for 2018
Office Key Conference Room Rookwood
March 21
Little Miami Chamber
11:30 Digital Strategy and Trends for 2018
March 27 & 28
Midwest Digital Marketing Conference in St. Louis
Don’t miss this amazing conference. 100 sessions to attend https://bestmarketingconference.com/
April 11
CREW at Graydon OTR
8:30-9:30 LinkedIn Program
April 24
EACC
8:30-9:30 Program
April 24
#LinkedInLocal Cincinnati
Announcing the #LinkedInLocal Cincinnati kickoff event! ?
When: Tuesday, April 24th from 6-8pm at Standard Textile.
We have a great panel of speakers talking all about the power of their network: MC’ing the event –Judy Sroufe, VP of Brand Marketing & Communications, Standard Textile
Your #LinkedInLocal Cincinnati hosts/panel moderators: Brian Wallace, Infographic Expert and Ash Norton
Panelists:
Akosua Boadi-Agyemang – going viral on LinkedIn, getting her a Microsoft internship — and even congratulations from Satya Nadella, CEO of Microsoft!
Kendra Ramirez – on helping small business and B2B
Space is limited – RSVP link in the comments – hope to see you there!
October 19
Midwest Tech Summit
Sharonville Convention Center
October 30
West Chester Liberty Chamber Alliance
8:30-10
Building Your Digital Strategy Blueprint
We all know “going digital” is important, but just what is digital marketing strategy, anyway? In this workshop, you’ll learn:
How to create a digital marketing program that reaches your target audience and powers business development.
Determine which channels your target audience uses, content frequency.
Content planning and research.
What and How to measure success.
November 14
Held at the Devine Group from 8:30-11
Video for Social Media Success
Are you afraid to do video but you know you need to do it? This is for you. We will address mindset, content, gear and so much more. All you need is your phone and an open mind. We got you.
Over the last few months’ time and time again the topic of “sales is sleazy”,”I don’t do sales”, or we are experiencing “sales reluctancy” in our organization has come up in our discovery sessions.
Individuals and companies need stop looking at it as “sales.” You aren’t selling anyone. You are a problem solver and educator. You started a business or job out of a passion. You are simply sharing your passion and knowledge with others. You have to have confidence in what services or products you are offering is THE solution to the potential client’s problem/challenge. Just get it (sales) out of your head.
Everyone is selling every day but you just don’t realize it. What would the conversation look like at a backyard grill out or a coffee with a friend? That is the language you should be using. Not sure why but along the way we have stopped what we would naturally do or say to someone face to face when communicating in an email or online. Sales is all about relationship building. I tell my clients to change the language if the word “sales” is tripping them up. Call it knowledge meetings or education meetings. Don’t call it a sales meeting. Don’t call it sales goals. Call it impact goals as in how many people have we helped or impacted this week or month. Play whatever game you need to play to trick your mind into not feeling nervous about reaching out to potential clients to share your knowledge and passion.
You have to watch this quick video by Mel Robbins as she explains the 5 second rule.
Our brain wants us to stay comfortable. It is there to protect us. Unfortunately, it is protecting you from growth outside your comfort zone. Just move forward with the thing that scares you in “5 seconds” of bravery. You can do this. The world needs your solution, service or product.
Everyone is a salesperson in the organization. Every person is impacting their internal and external customers. Every conversation counts no matter the title! People remember how you made them feel not your perfect “pitch.”
Today, I see that when reviewing a website, proposals, marketing materials or presentation content it is all about the company and not about the client or problems that you solve. The potential client wants to see themselves on your website, proposals and presentations. How are you engaging them? What are you trying to help the “fix”, “avoid”, or “accomplish”? How are you guiding them to the solution they need to solve their business challenge? Think about how you like being sold to….. What has worked to get you to make a decision in your business?
Are there things that frustrate you on how others are selling to you?
If there are things that frustrate you on how others are selling to you, like the immediate pitch after connecting on LinkedIn, grabbing your email address and adding you to their enewsletter, the lengthy email that talks how they have been in business since 1948 doing “x”, etc. Then why do we continue to do those exact things in our sales process? When we have coffee with a new friend, we don’t show up and say let’s get married. We ask questions to learn about them and their interests. This is exactly what happens when we do land that first meeting.
I am genuinely curious about people, what they are trying to accomplish and how I might be able to help them or be a connector for them. Conversation is easy for me. I get that isn’t true for a lot of people. I have been given the gift of gab from my mom.
Steps to overcoming sales reluctancy: Be human-what would you say when having coffee with a friend (gaining new information–who, what when, where, how…)
Be curious-ask questions, seek to understand, really listen not listen to respond
Bring value -Share your knowledge and passion
Be brave-5 seconds to success, get out of your head
It isn’t sales. It’s a conversation! You are a problem solver. Now, go solve some problems!
Some of us have developed some bad or lack of business development habits. Not naming any names. Don’t worry your secret is safe with me.
What are habits?
Habits are the small decisions you make and actions you perform every day. According to researchers, habits account for about 40-45% of our behaviors on any given day.
Your life today is essentially the sum of your habits. Your scale of how healthy or not healthy you are. A result of your habits. Your scale of how happy or unhappy you are? A result of your habits. Your scale of how successful or unsuccessful you are. A result of your habits.
Changing habits is a 3-step process –>trigger, action and benefit to make them stick.
Trigger: What is something to trigger that you need to focus on business development activities? It is as simple as putting it on your calendar, printing out your goals and putting them on your desk, account reviews with your manager, accountability pack with a teammate?
Something that triggers your need to work on your business development activities and not put it off.
Action: Then do it. Pick up the phone and call that prospect, email that referral partner, email the prospect, comment or engage with prospect on social, search LinkedIn for mutual connections, do some research on the prospect,
Benefit: Then reward yourself for it. You called or emails x# of people today from the goals that you set. You did it! Now, celebrate. Take a quick walk, step away from your desk, grab something to drink not that kind of drink, high five your coworker, text your accountability partner and let them know you did it.
As humans, we love routines. We are out of sorts when we are off our routine. Routines take the guess work out of our day. Find a way to make your business development efforts to become a habit. Don’t do random acts of business development. Figure out your numbers: how many emails/calls to land appointment, how many appointments land in proposals, how many proposals can I close and then repeat. Know your numbers.
It takes 21 days to make your new habit stick but that stat came from research done in 1960 by Maxwell Maltz. A 2009 study revealed that it is more likely 66 days to form a habit.
If you want a deeper dive into creating and breaking habits check out The Power of Habit. It is a great read on this topic and scary how programable we are.
What works best for you on making sure you are taking action on your business development activities?
Wow! I just found out that I am a recipient of this prestigious award for the class of 2017. I am honored for this opportunity.
The John F. Barrett Entrepreneur Vision Award celebrates local business leaders who, through their willingness to take risks, stand out as community leaders who have built successful businesses that stimulate our local economy. The award is given annually to outstanding entrepreneurs who truly embody the entrepreneurial vision and spirit of Cincinnati in its evolution as a world-class city.
I am a giddy little girl. I literally squealed when I was asked to be a part of this amazing line up. So honored.
Social Media Day is not only a huge social media event with an opportunity to learn and network as industry thought leaders share their insights, but it’s also a day to celebrate the opportunities and innovation that have come from these platforms that we are all engaging with everyday of our lives.
SPEAKER LINEUP
Keynote: Brian Fanzo, Change Evangelist – “Think Like a Fan: From Content to Customer Experience” @isocialfanz
What I wish I knew when I was in “High School or College or new in my Career”
I recently gave a presentation on “What I Wish I Knew When I Was in School” and had several requests for the presentation. Here are my top 12 things I wish I had known.
1) Get comfortable being uncomfortable
When was the last time you tried something new or something that made you nervous? Zip lining, walking on hot coals, speaking in front of others, asking for help, asking a girl or boy out, etc.
Speaking in front of students is outside my comfort zone. I speak about digital with businesses all the time and feel very comfortable doing that in large environments. But kids scare me. I shared how anxious I was about giving this talk with a friend of mine and she said when was there a time in your life that kids made fun of you. As soon as she said that, I knew exactly when that was. It was in fifth grade and my teacher asked me to read out loud in front of the class. I was not a strong reader back then and wasn’t a very confident student. After stammering around and finishing my part, the kids started laughing. I was mortified. I didn’t realize that that moment impacted me so much that I still carry that with me today. I wasn’t good in school. I had to work at it. I felt so dumb and it wasn’t until later in life that I realized that I am more of a hands-on learner versus just reading a book. This is why I have been so drawn to technology in my career. You can’t read about it. There have been many times where I have had to step outside my comfort zone but I can honestly tell you that every time the other side of the fear was totally worth it. Did you know 60% of your fears will never happen? (Statistics Brain) Raise your hand if you ever get uncomfortable? Trick question-everyone does. Stepping outside your comfort zone is where growth happens!
2) Why fit in when you were born to stand out?
Love Dr. Seuss. Don’t try to be someone else. You were designed to be you and you have special gifts and talents that others don’t. You don’t realize it as “special” because you think everyone sees it the way you see it. That isn’t always true. You bring a unique perspective to any situation. We all have different perspective and life experiences to bring to the table. (W versus M perspective)
3) Find Mentors -You don’t have to have all the answers
Find mentors that push you and lift you up and build into you. Don’t be afraid to ask people for their time. Most people are willing to help if you just ask. I have had many formal and informal mentors in my life that have been very giving of their time and talent. Nothing was ever handed to me. I always sought people and information out. I always felt like I had to have all the answers and I was dumb for asking questions. You are enough right where you are so don’t wait to have all the answers before moving forward.
4) My inner critic is a jerk
Man this is a tough one for me that I fight on a regular basis. I fall into this trap and believe the lies that I tell myself sometimes. If someone spoke to me the way I speak to myself I might punch them. Not that I condone violence. So why do I allow myself to talk to myself like this. So frustrating. You know the lies that I am not smart, who am I to be talking to you today, worthy enough, loved enough, etc. Danielle Krysa wrote a book about this topic and suggested that you give your inner critic a name so when the lies pop up in your mind you can tell it to take a hike. I named mine Gordon. I don’t know a Gordon so it works for me. I can’t tell you the names that my friends call their inner critics as it would not be PG.
5) Don’t let small minds stop you from your dreams
In 2005, I presented my business plan to start a digital business to 3 different business coaches/mentors. They told me that I couldn’t build a business out of digital consulting that it was a fad. Good thing I didn’t listen to them and trusted my instinct. 12 years later and I am still going. I am so glad I didn’t listen to them and pressed on. When you know in every fiber of your being that it is the right thing to do. Go for it.
6) Imposter syndrome
70% of people suffer from imposter syndrome. Have you heard of it? The fear of being found out that you don’t know what you think you know. Feeling like a fraud in some situations. This holds a lot of us back and we don’t even realize that imposter syndrome is a thing. I wish I had known that many years ago. I felt so relived once I heard this term. It was nice to know it wasn’t just me.
7) Confidence gap by McKinsey
Women only apply for open jobs that they think they meet 100% of the criteria listed.
Men apply if they think they meet 60% of the requirements.
80% of jobs are never posted and you need to just go for it. Apply to the job or company that interests you. You may find out during the interview that you are not the right candidate for that particular job you applied for but they see wonderful talents you bring to the table and share that there is another job opening that hasn’t been posted yet that you would be the ideal candidate for. Let your brilliance shine.
8) You WILL make mistakes
We all make mistakes. It is how quickly can you jump back up. Just learn from them and move on. Don’t let this paralyze you for doing things out of the fear of what if I screw this up, or look dumb in front of others, etc.
Being mean to others-My dad who is 70 years old still regrets that he and his buddies in high school were so mean to a kid that the kid actually transferred schools. Life is too short. You don’t know what battles people are fighting every day.
9) FOMO
Fear of missing out! 60% of people have trouble sleeping at night and feel burnt out from consistently being connected. When seeing people post pictures from parties that I wasn’t invited to, perfect clothes, perfect vacations, perfect jobs, perfect relationships or others appearing to have more doesn’t mean they are happy. Comparison is the thief of joy!
10) Time is precious
When you are in school you feel like your life is over because so and so doesn’t like me or so and so dumped me. It’s 4 years of your whole life. You may never see that person again. You are going to meet many, many people during your lifetime. Don’t focus on the one person that doesn’t like you focus on the one that build into you and have the life you want for yourself.
11) Iceberg Illusion
What most people don’t realize when you look at someone who we feel are “successful.” Success doesn’t happen overnight. It takes a lot of work and persistence and failure-yes failure. Have a vision for yourself. If you can’t see it, you can’t achieve it. Don’t judge your journey to someone else’s journey. Comparison is a thief of joy. (Yes, I repeated. It is worth repeating.)
Remind yourself of the 1954 Marathon runner, Roger Bannister, when he broke that first 4-minute mile. Once people knew it could be done others quickly broke that record.
I had a vision for myself and my career. I was surrounded by many successful business people. I made 100k when I was 25. Once it can be done, I knew I could do it again.
12) What matters
At the end of the day, the 8-people standing around your bed when you are very sick or dying are the ones that matter. (8 is how many people that fit side by side around a hospital bed.) Not the boy or girl that you are trying to impress or the person who was mean to you. Life is too short to not focus on what matters. Don’t have regrets when you are on your death bed. I wish I did this or that. Do it now. As tomorrow isn’t promised.
What is holding you back from being the best version of yourself? The world is waiting for you to shine! We need you!
I am blown away by everyone’s support! I was ecstatic when I was nominated as a top 10 finalist for the AMA Marketing Legend award as we have such a wonderful and large marketing community. Then to be notified that I was voted in the top 3 and named an AMA Marketing Legend at the Pinnacle Awards Dinner is so humbling! This prestigious new award recognizes professionals who have made a lasting impact, and brought acclaim to the city of Cincinnati and the profession of Marketing. Unfortunately, I was out of town and couldn’t accept the award in person. Here is the video I submitted as my thank you while out of town. Thank you for this incredible honor!
A few of the nomination comments:
Kendra has been a market leader in the digital marketing space since 2005. She recognized the power of digital marketing long before others, who told here that “you can’t make a business out of that”. Well she has, and in doing so, has helped dozens of companies in the area improve their top line performance and brand image. Kendra understands the power of digital marketing and has a knack for explaining it clearly and simply to those that may not get it, yet write the checks. Her clients love how she actively listens to understand the problems to be solved and goals to be achieved. Her ability to crystallize the goals and message into a strategy has made her a valued business partner to her clients. Kendra recognized the power of digital marketing early on when others didn’t see it. She then made it her mission to educate companies on how to harness this strategy for their own success. For these, and many other reasons, Kendra is truly one of Cincinnati’s Marketing Legends. ~Mark
Kendra not only is a pioneer but she’s a humble one that brings others up with her. She’s always ALWAYS and always willing to help others without hesitation or expectation of anything in return. Humility and caring are not two typical attributes of pioneers. She possesses those traits and much much more. ~Ray
I think Kendra was the first Digital & Social Media guru in Cincinnati. She started publicly speaking on the topic in 2005. She proved that it is possible to build a career around Social Media. She has assisted hundreds of job seekers for free update profiles or navigate social for finding jobs. She is an amazing connector! She finds joy in helping others to be their most successful version of themselves! She is certainly a Cincinnati Marketing Legend! ~Nikki
Leader in digital marketing strategy. Was one of the first in this region. When she started, business “coaches” told her “it’s a fad” and that she couldn’t make a living doing it. Kendra forged forward. Lucky for Cincinnati she did!
A very special shout out to Debbie Siegert who was kind enough to accept the award on my behalf. Thank you so much.
I am often asked what tools we are using with our business and for our clients. These are great tools for small to mid-size businesses. Most of the tools below are free or charge a minimal fee. Of course, you don’t need all of them. With over 5000 digital marketing tools, it can get overwhelming. Let me know if you have a tool that you love that we should add to the list. Thank you for visiting.
Video and Visuals
Pixabay free images
Pexels free images
Librestock to search over 40 free images sites
PicMonkey image editor
Ripl images with movement
Lumyer images with movement
Canva to create images
Animoto for slideshow videos
Adobe Spark for videos and images
Social Media Management
Hootsuite
Buffer
CoSchedule
*remember to schedule Facebook posts in Facebook not through a 3rd party tool
LinkedIn
Hunter Chrome extension for finding email addresses
Instagram
Repost app for sharing other people’s post
Upload images from your desktop-Chrome extension click on Ctrl-Shift-I and click on the device mode icon
Twitter
Tweetdeck
Analytics.twitter.com for data
Followerwonk for searching bios
Quick tweet Chrome extension for managing multiple twitter accounts
NAELB, Blue Ash Business Association, SummitUp, Home Builders Association and African American Chamber, Oh My! So many wonderful learning opportunities!
NAELB event in Memphis on April 28. Two great sessions on Digital Strategy Success and LinkedIn for Business Development
Blue Ash Business Association event: Grow your business and brand using social media
Join us at The Northmark Business Center on May 18 from 8-10 a.m.
When: Tuesday, April 24th from 6-8pm at Standard Textile.
We have a great panel of speakers talking all about the power of their network: MC’ing the event –Judy Sroufe, VP of Brand Marketing & Communications, Standard Textile