Sep 27, 2022
Earned Media – Building Your Brand w/ Barrett O’Neill
- BRT S03 EP48 (147) 9-25-2022
What We Learned This Week
- Earned Media - Have to do the Work, but the Value + Growth Compounds
- Building a Brand - invaluable Asset for an Entrepreneur to connect w/ Customers
- Companies w/ Lower CAC (Customer Acquisition Costs) will Win over the Long Term
- SEO – Building backlinks, writing Content, Optimize Website
Guest: Barrett O’Neill
https://twitter.com/barrettjoneill
https://www.linkedin.com/in/barrettoneill/
Barrett O’Neill has built an audience of 100K+ across platforms talking about business growth tactics, online presence and entrepreneurship. He has 2 business, 1 online, & 1 offline.
Brightline Social - Improve authority to make more money from your digital presence including websites and personal brand. https://www.brightlinesocial.com/
OnDemand Storage - New England's most convenient commercial warehousing and logistics provider. https://www.ondemandstorage.com/
Notes:
Seg 2 - Barrett O’Neill of Brightline Social
Entrepreneur with a storage business in the physical world, and a marketing business Brightline Social in the digital world. There are advantages to understanding how to build a physical business, having an office and recruiting teams. This experience can be transferred to a digital business.
Old mantra in business that you have to adapt or die, and in modern marketing you use SEO to attract business. There are many SaaS companies helping physical businesses grow through online.
Example is Slices, SaaS business w/ ops system for a pizza companies & customers can interact. Another example is Jobber, home service SaaS company. Customers can get better service thru tech. A service man can text the customer and let them know when they will be arriving.
Modern businesses, weather physical or digital have to embrace tech and use platforms. Customers have expectations of better service. Digital business has an advantage because it’s leaner, no physical location and usually needs a smaller team.
Modern CEOs like Mark Cuban of the Dallas Mavericks or Elon musk of Tesla are the face and the branding of the company. There are many people may not follow the company but they know these owners. The disadvantage of this is the owner is the connected with the valuation of the company, as the owner is the marketing.
People do not want to do business with a faceless company anymore. It’s the age of authority, and you build brand with an owner. Influencers like Kim Kardashian can start a business and instantly bring customers in the door on day one, because of huge PR. Personal authority only go so far as you cannot be the spokesman for 75 Brands
Seg 3
Barrett background is in physical businesses with his storage company. They had to bootstrap that company in the beginning. They got a bank loan for $75K and used the money for pay per click online advertising. The money ran out quick.
They had to pivot, and get new skills to build the business. That’s when he started learning about SEO and attracting customers through online organic marketing. The Storage company initially started with student customers, and since has converted to mostly commercial clients overtime.
Online business sharing SEO and building back line connections to your website. There is a good business book by Mike Michalowicz called The Pumpkin Plan. The book talks of finding nurturing and growing one type of customer. There are micro costs with having different types of customers. You can get higher margins when you consolidate customers. Not all customers are even.
Over the long term you want to take on the best customers, like 80/20 Principle and you service the best 20% of your customers. You get to know them very well, know their pain points and service them even better. You get really good at doing one thing.
Business comes down to 2 things, customer acquisition and the margin standpoint. What is the cost of a customer? You have to know these 2 things. Use online marketing to build customers, and modern day marketing is content creation and organic growth.
Can you do this through SEO. Create better than average content, about 4000 words a month, which is equivalent to 4 good blogs of 2 page length. Other ways to create Content is through infographics and videos. Internet is based on authority, and back links are what the Internet uses for search with the web crawlers.
This is not unlike having connections in social media. The more high-quality backlinks the better your web score, the more you build backlinks to your site which equals building authority.
Other things to be aware of is the website experience on the technical end. As in how fast your website loads and how well it functions. People want a good and quick website experience. You can use Google Page Feed Insights to see how well your website works, and scores online. Then over the long term you produce new content weekly and monthly and then reinforce it with back legs.
Social media you post daily and then the post disappears. Difference with creating Content is over time that content becomes more affective as the web will rank older blogs higher. There are sites like Content Cucumber that can help with writing. (https://www.contentcucumber.com/)
Most people are not willing to consistently create content over the long term. With social media, you can reuse your content, or take snippets from a blog and post on social media. In social media only a percentage of your audience (maybe 15 to 20%) will see any given post.
Seg 4
Earned Media is media that you created did not pay for collects. Over the long-term earned media compounds, as you build relationships with your followers. This is how you build your brand.
Eventually you take them to your site and you point to email and newsletter lists. This can act as a hedge versus past issues with social media where major platforms like Facebook or Twitter change their algorithm.
Companies with lower customer acquisition cost tend to win over the long term. If it cost you less than your competitor to get customers then you have an advantage.
Barrett has built a social following up over 100 K through mostly organic earned media. Can also use paid media, but the followers you get may not be as loyal. Barrett spends two hours a day on social, lots of hard work building a brand.
For standard SEO website purposes, you can hire a free agent freelancer or an agency which may be a better option than an internal hire. Organic earned media now it’s better to be involved personally. Your social media brand needs to be authentic, it’s to be your voice. Some influencers overtime might use ghost riders later on the brand as long establish.
When you create a personal brand you create a moat for your business. Takes time to build earned media but overtime equals a mode. You have to develop your copywriting and storytelling skills for good social media. Trends can change on social media, and algorithms so your voice it needs to be consistent.
All your social media posts should have a main voice and central theme for the posts parrot works with three themes of discussing small business, entrepreneurship an earned media. He also discusses networking and building relationships. This is all he posts on social media as to not confuse followers and stay consistent.
Barrett Social Post Samples –
https://twitter.com/barrettjoneill/status/1497950095228080137?lang=en
One company increased sales 262.5% with this pricing strategy: The Decoy Effect. What it is & how to use it:
https://twitter.com/barrettjoneill/status/1554805464008908801
11 pricing strategies so effective customers will line up to pay you:
Examples of Good Follows on Twitter:
@matt_gray_
https://twitter.com/matt_gray_/status/451691599328989185
How to Use the Psychology of Color to Increase Website Conversions http://buff.ly/1pT5yGF
@thejustinwelsh
https://twitter.com/thejustinwelsh/status/1453029782631895043
Last week my little one-person business crossed $1.3M in revenue. It took 810 days, I ran zero paid ads and operate at a ~98% margin. Here are the 14 steps of my strange journey: Hope it's helpful to someone.
https://www.youtube.com/watch?v=Xk2PYZwLEc4
CreativeLive Mike Michalowicz Pumpkin Plan Overview
Seg 1 - Clips from BRT Management Accelerator w/ Dave Kline
- BRT S03 EP44 (143) 9-11-2022
Guest: Dave Kline
https://www.linkedin.com/in/davidkline/
https://maven.com/dave-kline/new-manager-accelerator
Bio: (x-Bridgewater Associates, x-Moody’s Analytics, x-PwC Consulting) has run large, global strategic and operational teams for the last 2 decades. He has a BSEE from Bucknell University and an MBA from NYU’s Stern School. Find him on Twitter @dklineii or LinkedIn, writing about management tactics, leadership lessons, and the evolution of online learning.
Your Codified Management Playbook
Convert your intuition to intention and develop your system to lead high-performing teams.
Develop the CODE of your management system: coach, operate, delegate, & engage.
Leave with a decision making system tailored to your individual management style.
How A Manager Creates Value
We start with a foundation of what makes managers unique: mindsets to master, abilities to develop, skills to hone.
Recruit High Performance Teams
We examine optimal role designs for different functions and tactics required to attract and retain the best talent.
The machine of an organization is a combo of people and processes to get outcomes. You see what works, you measure and you get feedback. It’s all about design, then test, then iterate. You want to determine what’s predictive to become a system.
The Bridgewater investing philosophy was on macro trends, fundamental basis, and long term. Long-term thinking also is part of their culture and processes.
The average investor, it’s tough to compete with big hedge funds, who have armies of people and data. Single investor really does not have those types of resources to compete. Single investor if they take the long term, get good at capital preservation and wait.
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