Breaking Down Your Business | Small Business | Business Owners | Entrepreneurship | Leadership

What’s In This Episode:

Would you ever use an influencer for PR purposes?

"Who influences you as a business owner? Who influences your crowd?" - Jill

Whether you like Kim Kardashian or not, when she launches something, people buy it. But even if Kim isn't your favorite example, there are other celeb influencers out there who use their platforms to spread a positive message.

And the truth is, there are influencers in every industry.  In Jill's crowd, for example, Brene Brown is a huge influencer. In Brad's industry, David C. Baker is at the top of the list. When The Founding Moms got mentioned in Sheryl Sandberg's newsletter last year, that press hit was gold - Jill's business was viewed by a rather large audience because of it. 

"People who are paying $15k for an Instagram post? Don't." - Brad

Brad does a lot of legwork on LinkedIn. If one of the influencers he follows writes something, Brad tries to engage in conversation by leaving a comment. Even if he doesn't get a response, other people see that comment. Some might view this as a waste of time, but Brad sees it as a way to get in front of his target audience. And Brad and Jill disagree as to whether an ideal target audience would see things on a platform like LinkedIn rather than a local newspaper. But by engaging on social media, reaching out for partnership and/or collaboration, or an email mention, influencer outreach can pay off. 

How do you feel about influencer outreach?

Sponsor:

If you’re a manager or business owner, chances are you juggle many HR tasks and are trying to keep up with the ever-changing employment laws. HR 101 from ComplyRight is a free online training program that will give you a solid understanding of employment law so you can handle typical workplace issues like a pro. The six courses include General Legal Obligation for Employers, Recruiting and Hiring, Classifying Workers Correctly, Managing Your Employees, Preventing Workplace Harassment and Discipline and Termination. Explore ComplyRight’s free courses at www.complyright.com/courses.

Direct download: Breaking_Down_Your_Business_EP_334.mp3
Category:Business -- posted at: 4:00am EDT

What’s In This Episode:

You've gotten results from your press outreach! Now what?

"Showing people that some media outlet covered you gives them perceived validation." - Jill

Most people will do a happy dance (sometimes for two hours) and then post on their socials allll about it. But, Jill says, you could be doing so much more. Any time you get a press hit, you should be promoting it anywhere and everywhere - and there are creative ways to get around the promotion being entirely self-serving.

Getting press is a little tedious, but the payoff is well worth it. You can also take that link and then send out new pitches to the outlets who may have skipped you before, with the new link weaved in. Feel free to add those news sites' logos to your website too, which furthers your credibility

Want more press hit follow up tips?

Sponsor:

If you’re a manager or business owner, chances are you juggle many HR tasks and are trying to keep up with the ever-changing employment laws. HR 101 from ComplyRight is a free online training program that will give you a solid understanding of employment law so you can handle typical workplace issues like a pro. The six courses include General Legal Obligation for Employers, Recruiting and Hiring, Classifying Workers Correctly, Managing Your Employees, Preventing Workplace Harassment and Discipline and Termination. Explore ComplyRight’s free courses at www.complyright.com/courses.

Direct download: Breaking_Down_Your_Business_EP_333.mp3
Category:Business -- posted at: 3:00am EDT

How and where can you target your PR?

"People who need what you serve are already looking at [software companies]." - Brad

Jamie Van Cuyk is a business consultant who focuses on helping employees and teams find the right people for positions. But she's having trouble with strategic visibility. Most of her referrals are word of mouth, but now she wants to use the online space to help people find her. Currently, she's trying a little bit of everything, but Jill thinks that's her first mistake. How can she reframe her marketing so that she's not mentioning "hiring" which some people find boring? 

"You need to constantly be evolving." - Jill

Jill continues with PR tips:

  • Reach out to your local paper - find the editor that applies to your business. Start building a spreadsheet.
  • Reach out to 10 papers, 10 podcasts, etc.
  • Narrow your focus - find stories that apply to your business. Who writes them? Reach out to those professionals too. They may write about you!
  • Tweak your pitch as you go and figure out what's working and what's not.

Where do you target your PR?

Sponsor:

If you’re a manager or business owner, chances are you juggle many HR tasks and are trying to keep up with the ever-changing employment laws. HR 101 from ComplyRight is a free online training program that will give you a solid understanding of employment law so you can handle typical workplace issues like a pro. The six courses include General Legal Obligation for Employers, Recruiting and Hiring, Classifying Workers Correctly, Managing Your Employees, Preventing Workplace Harassment and Discipline and Termination. Explore ComplyRight’s free courses at www.complyright.com/courses.

Guest:

  • Jamie Van Cuyk has a track record of managing high-performing teams and educating business leaders. Through small business consulting, I’m going to help you find, develop, and retain the effective employees you need to feel confident and adequately supported as you move your business forward. Visit her website.
Direct download: Breaking_Down_Your_Business_EP_332.mp3
Category:Business -- posted at: 3:00am EDT

What’s In This Episode:

"Why would press want to cover MY business?" is a question every small business owner asks themselves.

"You're asking the wrong question." - Jill

Going after press is a time-intensive endeavor, but that doesn't mean you shouldn't do it. Essentially, you get listeners or viewers or new customers for FREE, says Jill. All you have to do is find your angle - your business is worth it to someone.

"Did Jill just insult me? I think she did." - Brad

Figure out why your business is better than someone else's. Give your contact one of these three reasons that you're pitching:

  • the "why" of your business
  • an event you have coming up
  • some new thing: new partnership, new launch, etc.

Lead by asking a question, and the next paragraph should answer that question. Rephrase the question from the beginning, and sign off.

Want more pitch tips?

Sponsor:

If you’re a manager or business owner, chances are you juggle many HR tasks and are trying to keep up with the ever-changing employment laws. HR 101 from ComplyRight is a free online training program that will give you a solid understanding of employment law so you can handle typical workplace issues like a pro. The six courses include General Legal Obligation for Employers, Recruiting and Hiring, Classifying Workers Correctly, Managing Your Employees, Preventing Workplace Harassment and Discipline and Termination. Explore ComplyRight’s free courses at www.complyright.com/courses.

Direct download: Breaking_Down_Your_Business_EP_331.mp3
Category:Business -- posted at: 3:00am EDT

What’s In This Episode:

Jill and Brad delve into PR!

"We all put out into the world what we actually need." - Brad

Melissa Ronda, weight loss nutritionist, calls in to discuss how she's struggling with her price points because she's pricing according to a group structure that she may or may not achieve - and she's experiencing resentment and stress. They talk about co-dependent behaviors and asking for what you need - and of course, tell Melissa to raise her prices and to get feedback from her clients.

"For every PR professional listening, Brad's got it all wrong 'cause he doesn't know how to do it." - Jill

Is PR lying? Brad hates it, but Jill thinks he may not have covered the basics: the pitch, sending that pitch to the right people, and following up. You can't just throw a press release out there and wonder why people aren't getting back to you. You need to think of your audience and tell them why you're press worthy. Jill and Brad discuss what makes an interesting pitch, media lists, and why followup is so important.

What are your thoughts on PR? 

Hang out with Jill and Brad!

Wanna join Jill and Brad for drinks at their FIRST-EVER offline event? Meet them THIS FRIDAY at Park & Field in Chicago to get your shouting on. RSVP here.

Sponsor:

If you’re a manager or business owner, chances are you juggle many HR tasks and are trying to keep up with the ever-changing employment laws. HR 101 from ComplyRight is a free online training program that will give you a solid understanding of employment law so you can handle typical workplace issues like a pro. The six courses include General Legal Obligation for Employers, Recruiting and Hiring, Classifying Workers Correctly, Managing Your Employees, Preventing Workplace Harassment and Discipline and Termination. Explore ComplyRight’s free courses at www.complyright.com/courses.

Guest:

  • Melissa Ronda is a weight loss nutritionist who has made a career out of helping women realize what they are capable of. Visit her website here.
Direct download: Breaking_Down_Your_Business_EP_330.mp3
Category:Business -- posted at: 3:00am EDT

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