marketing

0:00

Okay, so say I have a purpose to get more people to watch a hypothetical TV show while I was coming up with this right now, what? What would the first steps be to try to get to that angle? Right?

0:14

So it's a, it's a really good question. And the way the way you go about this is really think about the people that would potentially be benefiting from your product. So from this hypothetical TV show, and so you would think about, okay, so what do they do? What are their titles, you know, what do they do during the day? Potentially? So, you essentially build a buyer persona, right? You you kind of

0:41

what buyer persona, can you tell, talk about that little,

0:44

it was my excellent Sorry, I meant you build a buyer persona. So you you think about, you know, who buys your product, or who just watches your soul? Ryan? Okay. And so you think about in more specific terms about the individual that you're trying to reach? Right, okay. And from there, then you essentially just try to tie back into what they're looking to achieve. And you really then tailor your message, for example, on social media to help them understand this particular TV show is exactly what you're looking to get out of it. And by watching it, you can learn amazing things, you get maybe recipes, how you can be successful in Silicon Valley, maybe you learn tricks from professionals that otherwise you wouldn't be able to meet, or that otherwise you wouldn't be able to speak to things like that. And social selling. And it's essentially the same thing, right. So when you look at LinkedIn, for instance, when many people on LinkedIn, they want to sell something, right, maybe it's themselves, maybe they have a product, maybe they are, in particular industries, like real estate insurance, or high tech sales, whatever it might be, it doesn't really matter. And so many people can talk about their title, their VP of sales, or something like that, or they, you know, they talked about being a director of something. And having made clubs on so many times fine. And that's not particularly helpful to me, assuming that I'm the person wanting to buy a particular product, right? Because I don't want to know about how you made club 15 times. Yeah, I want to know how you help the people like me achieve

2:28

what they are looking to, to address in their life. Right. So how do you how do you solve my problem, essentially?

2:35

So if I wanted to start a social media campaign, would you recommend starting on LinkedIn and trying to convey that one problem to people? Or would you recommend what would your tips and tricks be for LinkedIn, I guess, and then talk about other social medias after that.

2:52

Yeah, so the the interesting thing is, it's, it's really depends a lot on that, you know, that audience that you you're looking to achieve, right, there's no silver bullet, there's no particular platform that is particularly great for anybody and Facebook doesn't have all the answers. It doesn't Unfortunately, it has many answers, some, some of which you may or may not like. And so the thing is really think about, you know, this persona that you're trying to, to engage with, right?

3:27

What platform are they most likely to use? Right? Are they most likely to be found on Facebook? Or are they may be more on LinkedIn, you know, where do they share content? What kind of content do they consume. And so from that perspective, then you think about the one or two platforms that you actually are going to be engaging with, and that you're going to be using in order to actually speak to your audience. So there's, there's no particular like I said, you know, one size fits all approach, right? You really have to think about it every time, you know, depending on, you know, are you trying to do this for your own personal needs, you know, I tried to help a business and in many cases, it really varies quite a bit. On the other hand, you know, there's, there are some common threats, right. So, for example, for b2b companies, in many cases, a combination of Twitter and LinkedIn is fabulous. Okay, it works great, right? Because professionals are on LinkedIn. And they also in many cases, have, for example, a Twitter profile, or the company has a Twitter profile, because it's relatively easy to maintain, right. And so companies will use that combination as a sales channel, essentially, or two to share news about their business, okay. And, you know, when you have consumer products, just generally speaking, maybe Pinterest and Instagram, and a combination of these two, together with Facebook might be much more appropriate and much more effective.

4:57

interested. So say, I was a new class, and I came to you and I said, you know, our company, we just raised our first round of funding, we now have some money to actually pay for social media campaign, our product is in the the baby industry,

5:14

how would you go about making suggestions? Or how would you go about the onboarding process for a new client in that situation? Right? So the,

5:21

the process for for anybody who wants to help, you know, that particular company should be one where they really try to understand the business model, right? It's about understanding what is this business trying to do, right? And so, are they trying to sell to mothers, are they trying to sell a particular product, maybe to two families in particular, is that maybe an insurance or maybe an education kind of, you know, financial foundation that you want to leave for your, for your baby, so that they can go to college later on. So this is a whole variety of products, obviously, that somebody can have. So you need to understand as a consultant how, you know, what are they trying to do? And what are they already doing, right? Because

6:08

the important thing is also, you know, when you when you look at social selling, it shouldn't be standing on on its own right, it needs to tie into everything that a company's already doing. So, for example, if you have a marketing campaign where you have webinars or were you I don't know, we set up events, right? You want to make sure that those things tie together and that they amplify each other, right? Social media is a fantastic tool for amplification of things like that. But, you know, if you if you just talk about yourself, again, you know, if you don't show the benefit of attending a webinar or a particular event, you know, then then you're kind of losing your audience. And so, it's it's all about helping that audience understand why should I be talking to this company? What should I why why does it matter, right? How is it going to impact my life how's the going to make my life better at the end of the day, you know, that's what everybody's looking for, as an individual and everybody is trying to find a solution to personal or to a business problem and and so if you talk to people on social media, if you want to do social selling, that is really what you need to understand how do you solve somebody's problem if you just talked about yourself if you just talked about you know how awesome your product is nobody's going to care about that. That's what I was gonna

7:27

lead in China or practices. But that's the first part of today's episode with job we talked about the ideas about your social media strategies coming back in our second part, we're going to focus a little bit more on startups they're planning little going to go back to webinars and some other things that were brought up to emphasize those and see what ideas startups might be missing. So all right.

0:11 

Welcome to Silicon Valley successes, we interview experts and entrepreneurs to get the world access to the knowledge and experience that is here in Silicon Valley. Our mission is to create opportunities for those who seek them and tell you to become the next Silicon Valley success.

 

0:31 

Welcome to Silicon Valley successes. So on today's show, we have Jock, who is a social media expert. He works with companies from early stage to corporations to plan their social media, and give them tips and tricks on on best practices and how to succeed. But before we start, Jock, could you please introduce yourself? Absolutely.

 

0:49 

Thanks, Sean. Thanks for having me. Really excited to be here. And like you just said Jock Breitwieser. And I've been dealing with social media for number of years, and eventually came from a position of not liking it at all, to then really becoming a huge fan and starting my own business around it. So excited to be here and share some insights.

 

1:12 

Tell me about that journey. So you said you didn't like it. I didn't know how your nine to five and probably nine to nine because of Silicon Valley is focused on it. So

 

1:22 

the transition Tell me about that path was it was an interesting path indeed. And so I initially really ran Corporate Communications for companies. And so had been running a lot of corporate social media accounts, and so very familiar with that. And obviously, a very effective way of getting the name and the brand out there. And then at the same time, I was having my own personal social media accounts on Twitter, LinkedIn, and Facebook. And after looking at them for a little bit, I realized they didn't really do much for me. So I looked at the people connecting with me, I looked at the people looking at my profile, and it just wasn't the right people. I didn't get any traction, I didn't get any kind of results. And I came to a point where I essentially decided to just pull the plug and just get out of it. And, and not continued anymore, because there was no point you know, I thought for me in doing so. And then when you're saying you didn't get any results, you say, no one liked your tweets. Or don't repost it, or it wasn't, it was no one responded to your message, I wasn't so much looking for fame, or anything like that I was. So for example, on LinkedIn, just looking at the people that visited my profile, looking at, you know, the kind of connections I made, there just was not really the kind of the right kind of audience that I was looking to engage with. So I was looking for, let's say, mentors, or people that I could connect with professionally, or and learn from it. Or maybe that would, you know, helped me in my career development. Okay. And there was nothing like that it was mostly salespeople. Yeah, nothing against that it was just not what I was looking for, personally at that point in time. And so it's more of a nuisance than anything. Well, I wouldn't call it that. But it definitely didn't really benefit me in that sense. And so because I decided then to essentially get out of it, I figured I might as well just mess with the system a little bit and see what happens. And so I started turning the screws a little bit and posting things that otherwise I wouldn't have posted. And all of a sudden, I saw actually really interesting results. And so that intrigued me, and then I started just digging a little bit deeper and started essentially just fine tuning the system and learning a little bit more about social media, and how you can actually really drive it with a purpose. Okay. And once I started doing that became an amazingly impactful, and so I learned from that lesson, and then really changed my entire approach to it. Okay,

 

4:03 

so if I'm an early stage company, and I want to start a social media campaign, drive it with the purposes you just said, what should my initial thought be? How do I plan it out? What are the steps? And I know, that's a huge question. But, you know, take your time, what should my thought process be?

 

4:21 

That's, it can be a really big question, right? But at the same time,

 

4:28 

it can be very simple. And at the end of the day, the biggest thing that you need to have is you need to have a purpose, you need to think about what you're trying to achieve. And many individuals as well as companies that I'm engaging with, they essentially just go on social media, because they, they feel it's a necessity and they they just want to get their name out, and that they're trying the best they can. And in many cases, that is not really a good strategy. Because it just means you're going to pump out content without really whole lot of purpose. There's no positioning, right? You don't really you don't have a goal that you aim for. And so you know, thinking about the perspective of what you're trying to get out of it. So for example, are you looking to Are you looking to get people to visit your profile I look into maybe gets people to attend webinars or watch specific episodes of a TV show right there, things like that. You have to think about that from that perspective. And then essentially reverse engineer think about Okay, so what's you know, what is attracting those people who are they what what are they looking to get out of it and why should they be engaging with me on social media of all things.

 

New Pictures from EP 5 and 6 of SVS

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Silicon Valley Successes after show interview with CJ Terral

Today show we interview CJ Terral who is a marketing expert. Who has worked with several early stage startups to help them grow. This segment of the we talked to CJ an hour after the show finished filming to see if there was more information he wished we had covered on the show

0:05

Welcome to Silicon Valley successes, we interview experts and entrepreneurs to get the world access to the knowledge and experience that is here in Silicon Valley. Our mission is to know

0:18

what information did you want to see on the show that you didn't have a chance to say? Well, I think it's important for people to keep in mind the importance of marketing, speak versus marketing do. And what I mean by that is a lot of people kind of talk high level marketing. And they think that that's enough sometimes. But it's important to remember that marketing is not just about the words that you run into a piece of paper. It's about what customers actually say how they actually interact with actually do marketing, speak versus marketing do and those are the types of things that I think people should really keep in mind. It's the real world that we're looking for responses from, it's not just what a team talks about in a boardroom or during a white boarding session. Okay, so if I'm a startup, do I change my product based on the feedback from my marketing campaign? And if so, what is something like that look like? Yeah, I tend to look, because I see there's four different types of products. And each type of product requires different types of iteration, the one type product would be a platform. So for example, like an e commerce website, you may make something like that, or a SAS product, right? Software as a Service, as people call it may be a solution, right? So it may still be those types of things. But perhaps they're customizable, and they're tailored according to the business's needs. And and I will answer your question by just saying, it's worth clarifying, because there's a different approach to each one of these. And then the third one would be services. So it's not a platform that you're using, but it's just more by the hour project basis. And these are basically experts, or people come in and help out. And the fourth type is easily see it as a physical product, not a software platform, a customizable solution, it's a thing that you use, interact with, maybe combine it with others, like Legos, or maybe the phone right at physical entity. So for each of those, how you do change based on marketing, you know, marketing speak, and all that kind of stuff, right,

2:25

each of them as different approach platform, any sort of technology platform solutions, they're primarily the ones where you're going to actually product tacking, right, where you change the product itself, so that it's inherently more usable, shareable talk where the things like that the messaging of any of these four is distinct, it's different, it's the content you might put on a social media channel, it's the content, you might you know, what you might voiceover rate during a video, things like that, that's more than messaging. But the actual product tweaking that's important for technology for the actual product itself that is out there in the real world, you know, perhaps it as firmware, which is tough to, you know, update, or if it's a entity, like you put it in an office score, or something like that, right, or a beer bottle or something that's physical, right? Those are tough to tweak, obviously, because they're remotes that are not in your control. And so that's where the messaging becomes especially important. So you might have, for example, there might be one product you make, and there happens to be bad PR around it. For example, if you think it's the greatest thing in the world, you launch it. And then people say, hey, this thing sucks, or something that just goes against it, this is where messaging really comes into it. You have to think, okay, now that people don't like this thing, the fact that it's still out there, we have to work with this somehow. Otherwise, it's going to hurt our other product lines and our company's brand eventually. So that's, you know, the importance of messaging. So if it's something is attached natively to it either played directly into that set to as it basically some crit satire. And so you actually make fun of yourself a little bit, and people can't make fun of you anymore because of that, right? Or you start to just simply associate it with more admirable things are admirable traits, or whatever it is that they're downplaying on how do you flip that, right, if a company has an ethical issue, fix that, right, promote justice, fix the issue, get the people out, the need to, this is all part of the messaging part of marketing, most athletes are very developed company. So this is actually stuff that can still be true with any sort of product line. And as simple as if you get your let's say, your product or a platform on one of the popular you know, news outlets out there, right, one of the big ones that you can probably name, you know, top your head, those even if you just launched a few months ago, they may pick it up, and if they pick it up, they may get you access to 10s of thousands of hundreds of thousands of people, some of them even millions of people, and some of them could be random, some could be paid, some can be favorites, and people you know, regardless of what it is, that is now we're you know, that's something that's out there that people are reading about, and people may be favorable, they may not, how do you deal with it when it's unfavorable? It's a lot easier when it's favorable. Great. Well, CJ, thank you for your time. The Silicon Valley successes after our show, if you want further information, can find it on our website, Silicon Valley successes.com. If you do we look forward to your future visits on your show and all the information that you that you're willing to share. And thank you.

5:31

From all of us at Silicon Valley successes. We hope you found the information presented today useful in your path to success. For further information on accessing the resources in Silicon Valley. You may visit us on the web at Silicon Valley successes. com on Facebook and YouTube. Thank you. And remember, we want to help you in your journey to become the next success.

When you work with a new Marketing client

Today show we interview CJ Terral who is a marketing expert. Who has worked with several early stage startups to help them grow. This segment of the show discusses what is the onboarding process for working with a new marketing client This show

0:00

With all that information, yes,

0:03

narrow it down even more. What advice would you give a founder, number one, focus on delivering something of value, right? What that means is, if people see it, they say they want it, and then they buy it, you're going to be a pretty good place. If you can then do that same exact process at scale,

0:26

you're going to be even better.

0:28

Pretty good advice. I was gonna ask you another question, you know, what would be the most invaluable advice you'd give a founder, but I think you think you just nailed

0:38

focus on the customer,

0:40

they love you, you're going to be doing well. Okay. And CJ, I want to give you the opportunity, could you talk about yourself, and how you work specifically with companies right now, in the past or moving forward? Absolutely.

0:54

So I work with companies on a number of ways. Three, in particular one is Business Model Generation thinking through the foundation of your business, this is going to be so important later on, there's nine key areas to look through. But the most important part to remember out of this stage, just saying, we know what the heck we're doing from a company standpoint, we know what we're doing for a product and we know what we're going to deliver, when we're going to deliver things like that. It's generating that business model, all encompassing of what is we're going to do. The second thing is brand formation, this is going to be a continuous evolution that your company's entire history and present and future and what I mean by history is some things when people look in the past, you may need to rebuffed that and live up to those values that you want said and build that into the future I'm trying to impress is the fact that with brand management, you have to understand who you are, what you represent your origins, your present your future, what people are going to perceive you as here, they're going to associate with you. And the first thing that they think of you is what you want them to think about you that's part of the brand formation and that can be pre launch or post lunch. And the third being go to market management go to market management is critical to understanding not only is what you are trading useful, it's understanding how we're going to get to that next stage, how we're going to think through the five different phases of the product innovation lifecycle, everything from the innovators, the early adopters to the early majority, late majority, 68% of the market is contained just within the early and late majorities interesting, you have to sell to them somehow, if you want to scale your company, and the last part being the laggards. Those who are kind of content with what they're already doing, but you can still sell it to them either if you have fix it to a product, their content with or other options and each of these five stages have their own method of approach and within each of these five then you start to think about the five stages captivate the viewers, convert them into leads, nurture them is prospects, close them as customers and of course, once they're delighted enough with what you offer, make them your advocates and sky's the limit Oh wow.

3:10

Okay. CJ with that want to thank you for all the help that in your time that you've given to us.

3:17

I want to thank everyone for watching.

Startup Marketing Recap of show Silicon Valley Successes CJ Terral

Today show we interview CJterral who is a marketing expert. Who has worked with several early stage startups to help them grow. This segment is the show recap of all the marketing advice that has been given. See the full episode on the channel :)

0:00

Okay, so, so far, we've talked about many different things. We've talked about growth marketing, guerrilla marketing, talk about online, offline, we've talked about how to build a brand. We've talked about go to market and the cost that are with that. Yeah, we've talked about adjusting the marketing plan. What else? Could we summarize what you've just talked about in ADS? Any more tidbits or tricks? While you're while you're doing that?

0:25

Certainly. And it's a lot to ask, but I think it's or the question to ask, nonetheless, cuz it's the earliest days of any companies launch the most important

0:36

until the point they start getting customers. And then all of a sudden, it becomes even more important to live up to what you say on paper, and make that a reality to them. It's part of that brand promise that I mentioned earlier. And so I go back to this five stage efforts, right, it's idea that you first want to understand, and actually, even before we get there, I mentioned this, first off, understand what it is you're making, right? That's going to be supercritical, right. And I don't mean that if you know what, how to make it doesn't mean necessarily, you know, what you actually are making customers may change their minds about how they want it to be or what they want it to be. And that's the idea of pivoting according to how customers regularly engage as an important one. And more importantly, if it's something that costs money, watch the customers who are paying for this, not the people that are not paying for it, okay, if it's a service that they use for free a freemium service, or if it's a free offering, in general, just watch for those who use it, right, but watched in mass, you don't want to go simply towards the people, you know, small quantities, people want to try to make us what we call statistically significant as possible, okay, in other words, the lowest Delta. And what I mean by delta is basically the lowest change. So in other words, if a lot of people are doing it, there's a good chance more people want to do it, too. But then you have to understand how to segment this accordingly. And so again, go back to this five, you know, step process, when you know who you're going to understand how many people you need to kind of see this to understand, you know, what they're going to regularly engage with? First off, you have to get people to look at it right, go online, offline. Regardless, you have to get people in front of it. Quantity matters when it comes to the marketing funnel, right? And so when you get enough people or viewers to see it, then you have to think through Well, how do we get them to that next level? How do we get them closer to becoming users or customers, right? Okay, so the next one is, again, becoming a lead, right? And leads can come from typically what you call landing pages, you might use that in an advertisement leads may also come from trade shows where you exchange business cards. Leads may also come from simply casual and countenances on the streets, things like this, the ideas that you exchange information, that's the key part exchange information with an intent for something more interesting. And if you give them let's say, for b2b company, you give them a white paper or you give them a cell sheet or you give them a reviewers guide, or you give them a free sample of the product for influencer on YouTube or Instagram, something like that, that's going to be important to then get them to the next level, right? Where if they're going to be now influenced some way through what you're offering, nurture them into prospects, get them to understand really the value of what you're delivering, instead of choosing a competitor, right? think through how you can engage them more does that mean getting their friends and involved with them? Does that mean getting their colleagues involved with them? Does that meeting getting specifically their department or influencers at their school or workplace other things like that, so

Growth vs Guerrilla marketing

Today show we interview CJterral who is a marketing expert. Who has worked with several early stage startups to help them grow. This segment of the show discusses the first steps to build a brand for you startup and the cost. This show segment focuses on what is the difference between Growth vs Guerrilla marketing

0:00

question on that when to focus on grill marketing, when to focus on growth, marketing and when to change your plan in the process? Yes. So that's a lot in one question, but it is.

0:11

But it's a great question. And it's something that people need to deliberate. Some companies are inherently not built for guerrilla marketing or growth hacking. Some companies have very expensive products. I'll give you an example. By the way, there is this idea of what's called a viral loop. And some people who have not heard of it. Yeah,

0:33

go into detail, please. Sure. Explain. So

0:35

viral loop. It's debated a little bit exactly what this means. But pretty clearly stated. His idea is that think of any popular I won't name names, but the fastest growing social media startups that you may have heard of, or they're very popular out there, or any sort of email that grew very fast. We can all think of examples, right? Yeah, I say I don't say a name on purpose, so that we can fill in what resonates with us most. Yeah, right. The idea is that those are inherently viral enabled. In other words, you sign up you share to a friend. And by the time that friend that you referred signs backup to that service. Yeah, that's one viral loop, or simply put, and some products just they're not built for that some products when they cost 50,000 to half 1,000,003 million dollars for a government project, for example, something that scale, right, it's not going to be viral in terms of the product itself, but the information surrounding it could be viral. So

1:31

what did that type of information could be used by startups, early stage companies? Which information

1:36

are you referring to just any tips or tricks for if they want to do a viral campaign themselves. So first, I would understand I would need to understand or the founders would need to just internally think about this is their product actually built for vitality. And it's fine. If it's not, it doesn't have to be to be successful. But for those that are in the software space, for those that are basically digitally focused, or if they're not digitally focused, but they have a digital footprint, they get their name out online, for example, things like that they have much higher chances of success to go viral. And again, this is a great way to do it on a limited budget, if you have the right mechanics built into this, if there's a trigger if there's an action or reward, things like that, okay. And if it also builds value for them over time, it increases in value, which if you can do that, Oh, my gosh, you're gonna you're going to get them hooked, right? It's it's invaluable to do and so there are some really cool ways in which to do that. But each company has their own opportunity. And when it comes to guerrilla marketing, I'd say some really cool ways to think about that is look for what inspires you on lines, think through things that you've seen do this, whether they be posters on bus stops that just made you stop and Gok, right, I mean that's an example of guerrilla marketing. If there's something online that you just can't get out of your head, right? That's an example of growth marketing or a very well made advertisements, right, it takes us definitely a creative approach to do this.