Positioning Yourself as an Expert using Content Marketing

When you are speaking or writing about your topic of interest, you are displaying your expertise in that niche. The more you do this, the more you display your skills, understanding and knowledge in that area, helping to build trust and credibility. By continually creating content to promote on social media platforms, where your target market will see, you become the category authority and, over time, the “go to” person in your niche.

Building a body of content in a niche helps grow your Intellectual Property which can be used in a number of ways – even monetised. But before you get started, preparatory foundational steps are required to ensure the content you create addresses your target audience’s problems, ensuring it’s valuable and answers market questions.

Being clear on these five points is the preparatory work required, before you get started on your content creation:

Determine your niche
Look at content already created for gaps
Determine your ideal client and target market
Determine the problem you’re addressing and the solutions you offer
Create a list of content topics

Speaking

Presentations & Signature Speeches

Speaking helps to convey your message to large groups of people and efficiently spread the word. However, delivering presentations is a craft – a learnt skill that requires connecting with the audience through the use of stories, examples, statistics and any other device that connects your audience with the topic.

Preparing a signature presentation can be something you can develop and hone. Then promoting your expertise to event planners can help get you in front of the right audiences at the right time. Not only that, talking one to many is a fabulous way to connect and grow your audience and your network of influence.

Video

Using video to promote your business topic is a great way to talk one-on-one, but many times. Developing the skills to prepare great video is invaluable, helping you speak with impact in front of the camera with a script that truly connects with the audience. Naturally, the more comfortable you are in front of a camera, the more you will be able to get your message across in a meaningful way.

However, there are skills to learn and develop – planning, the presentation skills to camera and then the post-production work, including editing the video with your branding. Your video can also be transcribed and repurposed for blogging and eBook/Book creation.

Webinars

Webinars offer a multi-faceted approach, but require some planning/up front considerations, including:

the webinar topic
the webinar platform and how it will run. (Are you running it with a business partner or alone?)
where people will log in?
pre-webinar promotions to get people to sign up
post-webinar promotions (uploading on to YouTube and Vimeo for circulation)
contact detail collection
Webinars can also be used as online training programs or broken up into smaller promotions.

Writing & Blogging
Writing about your expertise is a wonderful way to create your own Intellectual Property and to explore areas of expertise that may even surprise you. The blog creation process helps convey your expertise, with each blog article being able to be amalgamated to form longer articles and eBooks – even chapters of a book.

Audio
Doing interviews with experts in other areas can help highlight your own expertise and, as with video, your audio can be transcribed and repurposed for blogging and eBook/Book creation.

Radio

Speaking on radio not only displays you as an expert, the Mp3 recording can be uploaded to create a podcast.

Podcasting

Finding a suitable podcast platform is useful to share your interviews with the world. Mixcloud and Anchor are my favourites. It’s easy to upload the Mp3 recording and then the platform will make it easier to share.

Opportunities with Content
By creating video content, you can also prepare an Mp3 recording for audio use and have this transcribed using an app called Otto. From the edited transcript you can then go on to prepare a blog article or eBook. Then, you can create an online training program using the video or audio, prepare some slides, pdf questionnaires and so on.

The repurposing opportunities are enormous, so take the time to consider how you can fully utilise your information assets, remembering that everything you create helps position you as the expert in your field.

Seven Tips for Creating Content
Ensure your content adds value to your ideal clients and prospects
Create content on topics that resonate – aim to inform
Upskill as necessary to create good content – blog writing or production of video and audio content
Create a Content Calendar
Amalgamate your content to create eBooks and Books
Develop your own IP by creating online programs
Build a community to help promote and share your content
Summary
Before you proceed, consider the purpose behind what you are creating. Perhaps you’re doing fortnightly blogs, which can be read aloud to create audio files, then slide decks and supportive video can be created. Use your imagination and see what amazing content you can produce.

Most of all, have fun and enjoy the process!

Adrienne McLean of The Speakers Practice helps professionals with Marketing & Communications. This was written by Adrienne McLean and first published for the Spin the Sourcebottle, Source bottle – https://www.sourcebottle.com/blog/POSITIONING-YOURSELF-AS-AN-EXPERT-USING-CONTENT-MARKETING

Technology to make Marketing Easier with guest Ana Melikian

Ana Melikian, the Founder of Tech Tips For Coaches and loves to help business owners achieve their BIG goals! Ana has a Phd in Psychology and is passionate about helping purpose driven, creative entrepreneurs with online marketing and understands the importance of working on mindsets in order to succeed.

Ana is an Elite Level BookYourselfSolid certified coach and co-founded the More Clients More Fun, where they developed leading-edge LinkedIn strategies for business development to land high-value clients.  In 2018, Ana launched Tech Tips For Coaches, a very affordable members

hip site designed to help coaches, consultants, trainers, and speakers to navigate the online world and market their services online with ease and joy!

The topic of our interview today is “Technology to make Marketing Easier ! ”.

The questions Ana discusses are:

  1. There are so many online marketing tools – where do businesses start?
  2. Which is your favourite CRM  and Email Management system and why?
  3. What are some of the things to watch out for when choosing online platforms?
  4. What are some other business tools that are essential for a business today?
  5. What is a Business strategy that you recommend? 

Adrienne McLean DTM , The Speakers Practice – helping clients with business development. Adrienne empowers Business owners to implement a powerful business building system to get more clients & communication skills to connect with impact.

 You can contact Adrienne on adrienne@thespeakerspractice.com.au or ring on 0414 367 960.

Presentation and Video Program

Do you need video for your website?
Are you keen to learn more skills about presenting to a camera?
Do you want to maximise your impact on a video?

The Speakers Practice is pleased to offer the Presentation and Video program assisting Businesses to create professional quality video to connect with your customer.

This is a two step process so we can enable the presenter to deliver a high quality video performance.

In our “Effective On-Camera Presenting Skills” program, our guest trainer Tim Stackpool will guide you through training to assist you to become comfortable to present in front of a camera. You go through one on one training and practice your presentation for maximum impact.

Our “Connect with Your Audience by Video “ program will guide you to create a Professional Quality Video you will be proud to represent your business on your website or YouTube channel.

What do our clients say about The Speakers Practice Presentation and Video Workshop?  

Our Trainers: 
Our guest trainer ,Tim Stackpool , is a Media Skills Professional  – with over 25 years of experience with Television and Radio , both with presenting and production – Tim is an experienced Journalist, Broadcaster, TV Correspondent, Radio Presenter who has worked for Channel 9, TVSN, CNN,2GB and is a Camera Coach/Trainer.Tim guides you through the process of creating your video starting with the script and with the focus  on delivering great presentations . All your questions and concerns about creating video whether in the film studio or with your own equipment can be answered during this workshop.
Adrienne McLean DTM is a SpeakersTrainingCamp® Presentation Skills Instructor and a BookYourselfSolid® Certified Marketing Coach who specialises in Video Marketing.  Adrienne will assist you with scripting so you can deliver your scripts with ease, delivery of presentation, confidence, handling of any nerves, and voice work. Adrienne will also assist with the use of your video – to promote your business and enhance your expertise. Video marketing is becoming an essential tool in a marketer’s tool kit – Adrienne will give you information and approaches you can use once your video is completed.

Here’s an overview of The Presentation and Video Program –

The_Speakers_Practice_video_with_Presentation_and_Video_Options_First_Frame

At the “Effective On-Camera Presenting Skills”  program
You will:

  1. Learn the skills to present on camera
  2. Learn the step by step process and suggested tools for creating your own video.
  3. Be with other Business Professionals – see their approaches, challenges and achievements
  4. Learn to prepare short, concise script that will keep viewers engaged.
  5. Learn the skills with using an Autocue essential with remembering the script when in front of the camera.
  6. Your video presentation will be significantly improved by addressing any mannerisms, gestures, vocal issues, confidence issues that affect on-camera presentations.
  7. Become confident and knowledgeable about presenting to a video camera.
  8. Go through the process of preparing and filming a video which will be emailed to you.

For more information on our “Effective On-Camera Presenting Skills” program, please ring Adrienne McLean on 0414 367 960 or email
adrienne@thespeakerspractice.com.au

Attendees are asked to bring along the 1 -2 minute video script that has been practiced at our Effective On-Camera Presenting Skills program.

This training includes:

✔︎ Video Filming Day is held at professional recording studios or at a selected location

✔︎ One-on-One training session and fine tune your presentation

✔︎ You are videoed with professional camera, lights, microphone and Autocue with a White Background

✔︎ Your video will be edited to a professional quality and emailed to you. 

Our next program is in May/June, 2019. Date to be confirmed.
Venue: Pow Wow Studios, 190 Pacific Highway, North Sydney
Cost:  $745 + GST 

Please ring Adrienne McLean for more details on 0414 367 960 or email
adrienne@thespeakerspractice.com.au

Video is a powerful way of connecting ……

Video is an incredibly powerful way of connecting with your clients.

You, as a business owner, can connect one-on-one with your clients and prospective clients in a way that was unheard of 15 years ago. Today, it is so easy to use a phone or tablet to create a video, the quality is reasonably good and connections can be made one to many easily and regularly.

For more professional video, access is available and quality video is more affordable than ever. You can create your own commercial with high quality displaying you as the expert in your field to everyone that clicks on your website or Youtube channel.

So what sorts of video could you create to speak to your prospects?

Here’s a list but there’s over 50 different types of video – see – 51 ways you can use video

  1. Short, sharp phone video for use on Facebook
  2. Branded professional video for websites
  3. How to video for Youtube and websites
  4. Video for Online Training programs
  5. Video via Webinars

Each profession will suite various sorts of video. Its a matter of thinking about how can video be best utilised in my business to help my clients.

Once you have thought through the use of video within your business, then its the creation of the video that is to be considered.

Video creation involves –

  1. Planning – the script, the message, the location, how the video is to be created, who is to be involved , is it a person speaking or animated video?
  2. Production – the creation of the video – who is going to do this and how
  3. Post Production – preparing the digital recording into a professional MP4 recording.

There’s plenty to think about when preparing a video.

The important consideration is the connection with you and your clients and prospects.


Video can help your business by:
a.displaying you as the expert in your field
b. keep a personal connection with your audience
c. use various, interesting video to keep your audience engaged and following your topics
d. giving your audience valuable information using video in an easy to watch format
e. you, as the business owner, only need to say this once on the video and then it can be seen multiple times by viewers so for you it is actually time consuming not having to say the same thing again and again.

Consider the ways video can help you. Perhaps, give us a call to discuss opportunities where you can utilise video to help you.

Check out the Effective On-Camera Presenting program Video is a powerful marketing tool and that marketing using video is becoming an important way of connecting with your prospects & clients. To use video, are you looking to understand ✔︎ How to effectively present to camera ✔︎ What you need to be aware of when using video ✔︎ What are the best approaches to create successful video? ✔︎ Get nervous in front of a video camera ✔︎ Wanting to create successful video? ✔︎ What tools you need to do this

Adrienne McLean DTM – SpeakersTrainingCamp International Instructor and the Founder of The Speakers Practice – Adrienne specialises at The Speakers Practice helping clients to confidently deliver presentations for maximum impact. Adrienne has been training presenting to camera programs since 2012 and has been coached by Lou Bortone – US Video Marketing Expert.

 You can contact Adrienne on adrienne@thespeakerspractice.com.au or ring on 0414 367 960.

The Speakers Practice – Presentation Skills workshop for Professionals

What would you get out of  The Speakers Practice – Presentation Skills Workshop for Professionals ?

A fabulous day was spent with Professionals who were keen to work on their presentation skills. The SpeakersTrainingCamp formula is followed – taking rather nervous attendees through a process of developing their presentation skills and building confidence to speak in front of a group.

What did they like most about the workshop?

  1. Helped me to speak naturally and from the heart
  2. very relaxed , comfortable atmosphere bringing out people’s openness
  3. Good to get feedback from everyone in the group
  4. Having a solid structure for a presentation
  5. Gaining confidence via constructive feedback
  6. Practical tips
  7. Safe and supportive people and feedback to get better
  8. Opportunity to practise
  9. Indepth knowledge
  10. Good facility

What were the most important things they learnt?

  • How to structure a presentation
  • being natural when delivering a presentation – speaking from the heart
  • being in control of the situation
  • Good valuable tips
  • The GRABM concept
  • Importance of body language
  • Controlling nerves and the exercises to help with nervousness
  • Importance of posture and breathing
  • Feeling more confident to deliver a message

A testimonial to summarise the day –

“Adrienne opened doors for me that have been closed for a long time. Her course has initiated a process that I can confidently build on helping me personally and with my work in architecture.”

Rob Geoghegar,  Architect

The Speakers Practice – Presentation Skills workshop for Professionals will be available quarterly – check in with The Speakers Practice for the next workshop.

 

                                                                                                                     

Video Can Help Real Estate Agents Clinch Deals!

A deal in real estate is not like a deal in toothpaste. deals with toothpaste make you two dollars richer. A deal in real estate makes up hundreds or thousands, and even, a million dollars. So if using video as a marketing medium help clinch a single deal, you will make a lot of money!

There are no two ways about it, video is the way of the present and the future! If you want to generate online traffic anywhere, using videos will increase conversion and retention rates and improve sales leads.

However using video on websites is not the only thing a real estate business needs to do to generate sales. You also have to be a little bit creative and understand the aspects of making a professionally made video to maximise your chances of success. But first, I will look at what the power of video purely a medium has done for businesses.

Video as a medium

Here are some facts about online videos in business

1. StacksandStack.com reported that visitors were 144% more likely to purchase after they saw a video on their website.

2. Visitors who watch videos are said to stay on the website for twice as long and visit twice as many pages.

3. Unbounce reports that sales conversion rates increase by 80% if a company uses an online video to market a product on their website

4. According to Kismetrics, leads are 64 to 85% more likely to purchase from a small business after seeing a video online.

There are more than 300 hours of video that is uploaded to YouTube a minute. In the near future, video will comprise of more than 70% web traffic. Companies are using video today, knowing just how well it increases online traffic, conversion of sales and retention of customers.

Professional Tips

You may need the help of a professional company to help you with generating a top notch quality video. If you decide to market in real estate using a handheld smartphone then you need to get back to the drawing board. A professional filming company will think of techniques that enhance the quality of your video. Aspects of filmmaking such as:

Lighting
Camera positioning and angles
Close-ups
Filters and aspect ratios
They are just some filmmaking concepts that professional filmmakers consider, including many more aspects and variables. This may seem minute and seems like perfectionism, but the more you consider these aspects in an online video, the greater your competitive advantage becomes.

Another thing real estate agents can do is the overall direction of how a video will be made. Make some strategic decisions in the video that matches up with the brand image that you like to present. Since Real Estate companies are formal, you may want to use real estate agents themselves wearing their formal attire. As opposed to getting an average-looking person with casual attire talking about real estate. That said, if the real estate company’s brand image is casual and creative, the average-looking bloke talking about real estate may be a great idea!

Also, try to get good shots of the houses, It may be best to take several shots from the houses at several different angles and cut out all the bad and mediocre looking ones.

Finally, make sure that you include your company logo either at the beginning or end of the video so viewers can contact you and remember who you are. It is always a good thing if you get customers to associate your brand with something of high quality or any other positive attributes.

The Creative Side

This is what may really get you a ton of competitive advantage. Think of making a video as a way to generate a unique selling proposition. Being tactically creative allows people to:

1. Have a unique selling proposition

2. Have a competitive advantage

3. Have a vision

The best way to achieve a unique selling proposition is to come up with creative ideas. Ask yourself “How are real estate agents marketing their products and how can I be different from them while still keeping consistent with my brand image?”

If you find that Real Estate agents are marketing in a similar way then this is liquid gold. Find out about what motivates consumers to purchase a house (like newlywed couples wanting to start a family, or buyers wanting independence) or what demotivates consumers (such as the rising prices in metropolitan areas) and address these attitudes in a way that speaks to them.

When you want to make a video, using that knowledge, brainstorm some ideas. This is the opportunity to be a creative as you like! You may never know what good or bad ideas come out! This is the time when you can come up with bad ideas because this is the time, creatively, that you can discard these ideas and suffer no consequences. At the end of brainstorming, it gives you a clear direction with a creative idea and you have obtained a vision, ready to be turned into a reality.

Conclusion

So there you have it! By understanding how video positively impacts upon sales and knowing how to professionally create a video with a creative idea will dramatically increase your chances at clenching that all-important deal.

 

Nelson Cumming is an enthusiastic business blogger with AdrienneMcLean.com with a keen interest in Marketing and PR.

Adrienne McLean DTM – SpeakersTrainingCamp International Instructor and the Founder of The Speakers Practice – Adrienne specialises at

The Speakers Practice helping clients to confidently deliver presentations for maximum impact for sales presentations, pitching to Investors, promotional presentations etc.

Adrienne has been training presenting to camera programs since 2012 and has been coached by Lou Bortone – US Video Marketing Expert.

You can contact Adrienne on adrienne@thespeakerspractice.com.au or ring on 0414 367 960.

Branding strategies – Gunnar Habitz – Business Success Strategies.

Branding is the way the prospects and clients see your business. Your branding is the face of the business. In this video & podcast, Gunnar Habitz details the important parts that go together to make a brand successful.

Gunnar Habitz has twenty years ICT experience in sales, marketing and consulting roles with a technical flavour covering various computing solutions sold to commercial and consumer segments. Originally from Switzerland with solid experience in the European market, Gunnar moved to Sydney in 2016 and completed a leadership program at the Australian Institute of Management and now offers his skills in the  areas software, services and solutions.

 Some of the questions Gunnar answers here on the topic of Branding strategies for growth are : 

  1. When looking at branding a business or a product, what are the essential steps?
  2. Why does changing a brand help with sales growth?
  3. What are your recommendations to a business who are looking for massive change?
  4. What are the signs of a successful brand?
  5. What is a strategy that has really helped you grow your business?

Here are some links that Gunnar recommends for checking out –

1) www.habitz.ch (my own website)
2) www.cloudrecover.com.au (my employee who changed the branding strategy totally in 2015)
3) www.livinglines.com.au (brand development expert Susan Jones)
4) www.intrix.com.au (reseller Intrix who transitioned to a managed service provider)
5) www.cowanprospecting.com (Matt Cowan Prospecting, I mentioned that I found him only due to his LinkedIn article)

The Business Success Strategies is a 30 minute interview with successful business people who have been able to achieve amazing results with growing a business.

Business Success Strategies is an always have something to offer event  sponsored by The Speakers Practice and ADrienneMcLean.com. The Speakers Practice offers programs to help SME professionals to market their business by speaking. AdrienneMcLean.com helps SME professionals to market themselves using the international marketing system BookYourselfSolid – a marketing system designed for service professionals to get you more clients.

Adrienne McLean helps business professionals with marketing and business development along with promoting their business. You can contact Adrienne McLean on adrienne@thespeakerspractice.com.au or ring on 0414 367 960.

How our approach helps Business Owners

As Business Owners, confidently delivering relevant messages with quality, professional delivery will help you to build Trust with Potential clients , get their attention and get them interested to see how you can help them.

A confident presence will give you that big break you are looking for. Right now, you have the opportunity to develop those skills, practice them in front of an audience and then book those networking and speaking engagements that will assist you to generate sales leads.

I am the Founder of The Speakers Practice , we specialise in helping clients to confidently market and present themselves. We also assist with promotional tools eg business presentations, video, writing, podcasts and social media. We are the first company in Australasia to present the top-rating programs – BookYourselfSolid® and the SpeakersTrainingCamp® program.

During the time of being in a corporate role and working for small business, the importance of leadership , continuous improvement , marketing and product development was focused on. Delivering presentations in a confident manner and getting the message across was essential.

Today, The Speakers Practice works with business owners and professionals helping with learning and developing marketing skills using the powerful marketing system BookYourselfSolid®, Presentation skills one-on-one, in front of a group and in front of a camera. By developing these skills, the owners and staff confidently present their ideas and the end result is building business by building connections.

Email me on Adrienne@thespeakerspractice.com.au or ring on Mobile 0414 367 960

Specialties: Marketing Skills, Public Speaking and Presentation Skills training.Video Marketing, Understanding of Product Development and Continuous Improvement, Facilitation, Leadership.

Video is the Business Tool for Today for Real Estate Agents

shutterstock_171921824Real Estate Agents need to build a strong bond with their clients to help them sell or purchase a property. Being in a position of helping out with large purchases or sales is a big responsibility.

But how do people who are wanting to buy or sell a property choose an agent?

Real Estate agents are using the benefits of websites to promote properties. Clients like this approach as they can view the properties. So the Agent Profiles are a very big credibility builder and the personalisation to really connect with potential clients the better.

By adding a video to your Agent profile, this allows you to:

  • Introduce yourself
  • Share some details that connect you to your audience
  • Display knowledge of the area and community
  • Talk about market updates

You can build a strong reputation by building a presence on Youtube. This also assists with your Google Ranking.

  • Posting semi-regular video on Youtube
  • Posting worthwhile content
  • personalised video with your personality shining through
  • Using content ideas from your day-to-day Real Estate activities

For your agent profile, it is worth going through the process of creating a personalised, professional video that represents your brand. You can be proud to display on your agent profile. Then, more casual smart phone video can be taken and displayed on Youtube – these could be of your current properties, etc.

What do you need to be aware of when preparing a video –

  1. Connect with the people viewing your video
  2. Your scripting needs to be structured and fast paced.
  3. Catch the viewers attention straight away.
  4. Your whole presentation needs to be engaging
  5. Allow your personality to shine through.
  6. Understanding the video process is essential
  7. Also understanding the marketing of your video will help with the success of building a following.

Learning about the ways to prepare and use video is really important in todays digital world. Have fun and enjoy – it is the way to connect with your potential clients!

For more details on The Speakers Practice – Video Program for Real Estate Agents – see – Presentation and Video Program for Real Estate Agents.