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Make the most of your marketing with tips and tricks from marketing thought leader Lorrie Thomas Ross. An author, speaker, and CEO of her own online marketing agency, Lorrie shares candid advice from her years of developing successful online marketing campaigns, and explains how to personalize your brand while finding new customers and clients. This course, another in our Insights series of interviews with industry thought leaders, covers vital considerations, such as building your brand, working within the confines of a small budget, tackling social media, and knowing when to hire a consultant to conduct your online marketing.
Jeff Layton: It sounds kind of like we are talking a little bit about personal branding, and you and I worked on a course together on branding. Jeff Layton: Do you have any advice for people out there to personally brand themselves? Lorrie Thomas Ross: It goes back to content. I've seen thought leaders position themselves and really elevate their businesses as personal experts, and for personal branding, whether its photography website design, law, whatever it is, by blogging, by sharing your thought leadership. I think that's a great way to go. A lot of folks buy their own domain name and they build their website, even if it's a one-page website that just kind of has a bio. You have your Google+ account.
I have a course on Google+ too where you can build your personal profile and that gets picked up in the search engines. There is an analogy we use at my company-- we call it TWD, what stands for Total Web Domination, and it's a joke. Jeff Layton: That's a little aggressive. Lorrie Thomas Ross: It's a little aggressive. We like to laugh and have a good time. I have actually seen CEOs of corporations, folks that we represent and we will spend time making sure that their personal brand is developed because they might be a big piece of the overall company's marketing puzzle.
I know there is one client in particular, we even buy his name on Google AdWords, because we've measured it to the point where we know that people click on the ad with his name on it, they go to the website, and they are great leads, great customers. But it's also important for us, not only to have his company name in phrases specific to the service he provides come up, but also his name, everything from his blog, his Twitter account, his YouTube videos, everything. And it's TWD; it's Total Web Domination.
But it's been a great asset to the business because people who are looking for this particular service get to know the company, but they also get to know that there is a real person and real people behind the company. And it's been a really--it was a good branding approach. And so personal branding can be for small business but also can be something that's addressed for a large organization. Jeff Layton: Sounds like we are going back to the authenticity and the connections. Lorrie Thomas Ross: True. Jeff Layton: Yeah? Lorrie Thomas Ross: Yeah, authenticity is a word that's been used a lot in the world, but it makes a lot of sense for online marketing, and it is about being real. And it's the power of our personalities, whether we're a corporation or we're professionals building our business, and that can come through through our content.
Jeff Layton: So who is the real Lorrie Thomas Ross? Lorrie Thomas Ross: Take my mask off. Anyone who follows me on Facebook, they see I am a mom, they see I am a geek, I love my web marketing stuff. Actually, anyone can go to my website. I have a pretty goofy picture on my About page, it's kind of like Austin Powers. Jeff Layton: So I've seen it. Lorrie Thomas Ross: Yeah kind of a spoofy thing, and even my company name is called Web Marketing Therapy. And I had people say, "Oh you can't say that" and that's--no one wants therapy. And I am like, well, that's kind of what we do, and we call people on their problems and we diagnose things and stage interventions, but it's all with a sense of humor, and that happens to be our organization's authentic personality and approach.
It's not for everybody, but we do find that we attract the ideal customers and the ones that are truly ready to get on that therapy couch or people that hire me as a speaker that say, "Oh, yeah, she has definitely got a little bit of a personality," but it is what they want. So I'd encourage folks to be true to themselves, but in a way that's still on-brand but also on-purpose for the customers you want to attract.
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