Marketing is vital to business which is why I’m SO excited to have Danielle Tenconi, a marketing expert and growth navigator with me on this episode.
Danielle helps entrepreneurs and corporate businesses who want to connect with their ideal client, at the right place and the right time! Over the past 15 years she’s had the pleasure of working with big brands all around the world, including Axe, Moet, Energizer and many more! The main thing she’s learned from big brand marketing is the importance of simple, focused strategies that have a big impact. It’s this experience and know-how that she’s bringing to clients. She’s a Brit, currently living in Korea with her Military hubby and two young kiddos. Due to their ever changing lifestyle, she’s created a location-independent business that allows her to the mom, wife and business owner that she wants to be.
IN THIS EPISODE
3:00 Danielle has just finished running the Great Wall of China in a marathon. She and some of her girlfriends decided to give themselves some new challenges and this marathon is rated the hardest one. She finished in 10 hours and 45 minutes. Some of the marathons is climbing and going around the broken parts of the Wall.
5:10 I haven’t really transitioned from working with corporations to working with entrepreneurs but I split my time and working with entrepreneurs has made me better to work with for corporations. Marketing is really simple and we over complicate it. Understanding who their perfect person is for corporations and those who have authentic relationships with those people are the ones who are doing well right now.
8:26 Having a very clear idea of what you want to achieve as a business is a great place to start when you’re reframing the idea of marketing. Taking a more strategic approach. It can be an easy strategy and keeping focused on that. From the launch of Axe with millions of dollars, they focused on 3 goals in one year. If a global company can only accomplish 3 goals, entrepreneurs should cut down on the number of goals. Do a few things brilliantly and you will excel in business. When you have too many goals, you’ll crash and burn and feel like a failure.
11:00 As new entrepreneurs we have to do all the things otherwise you won’t be successful, that’s not true. It’s so easy to get rolling away with that and I knew logically that my people are not on Instagram, and I spent a lot of time learning about Instagram and had a huge following, but none of them would work with me. I shut it down and it was such a relief. It’s giving yourself permission to let go of having to do all of the things and focusing on what will bring you success.
12:15 As women period we feel like we’re not enough and in business, we’re trying to do all of the things. I love what you, Danielle, said about strategy. I, Tonya, have white boards all over my office and I’m going to put that one goal on my white boards and use that as a filter when something comes up and if it doesn’t match up with that goal of my why, I’m going to set it aside. It’s possible to have that thing go into a parking lot. Your marketing plan can be a living breathing document. It’s a plan with goals, action, metrics to measure it by and a financial goal. It can be simple. Keep it to 3 goals for the year. Learn who you are communicating with.
14:49 One of the big terms in the corporate world right now is empathy. You have to be able to make decisions like your people. You have to look at the packaging and what they’re doing like them. It’s something that most entrepreneurs look over but if you don’t know who you’re talking to then you don’t know what kind of copy you’re going to use or what social media platform they are on.
16:53 If someone doesn’t want to change their messaging, then you should check in your heart of hearts and see if you really know what the person you’re writing to really looks like. With online spaces and reaching out to people, you can understand if you need to make a small tweak or if there’s something else you need to change. I tend to use more corporate language and I have to check with my biz besties on wording. You might also not be reaching out to people in the wrong places. I was working on a toothpaste ad and people only think about tooth brushing 2% of the time and they were so focused on that small percent of the time and they had to change how they were talking to those they were trying to reach.
19:45 People keep asking me about connecting with big brands. They’re on all of the social media platforms and they have a very small percentage of time those higher up in the company are actually spending time on the platform. What works with one group, might not work with another group. Even on social media, you’re fighting algorithms. It really depends on your target. There’s the whole Facebook group versus no Facebook groups. I ended up closing down my group because that wasn’t where my people were. But I wanted to test it and see how it would work. It’s going back to that strategy and checking to see how it’s delivering against that goal and strategy.
23:12 The biggest tip I could give you is to know your people and know who you are marketing to. Do that research online, go out and speak to people who might be your people. People love to talk about themselves so that’s not a problem. You can ask someone to answer questions on the street for a few minutes. Gather as much data as possible and ask why they’re saying this because people often do very different from what they say. Ask why it’s important to them. If you look at those who present themselves as perfect moms on Instagram, that’s not the reason why they’re posting the perfect picture – you have to ask why and you can go through the layers and dig deeper and truly understanding what that truth is, then you’ll stand far above your peers. You can do it really easily for free. Talk to other entrepreneurs and trade things back and forth for free. You’re not just giving things for free, you’re building your support network. It’s as simple as making a friend. Coffee chats can be great for connecting with people. I keep a log after following them for a while and it’s a great way to reach out and talk to them because of these reasons. No one has turned me down yet. Actually listening to people when they talk is important.
You can do this marketing research really easily for free. Talk to other entrepreneurs and trade things back and forth for free. You’re not just giving things for free, you’re building your support network. It’s as simple as making a friend. Coffee chats can be great for connecting with people. I keep a log after following them for a while and it’s a great way to reach out and talk to them because of these reasons. No one has turned me down yet. Actually listening to people when they talk is important.
32:27 I love diversity and working with different people. What I’m getting excited about in marketing is Slide Share. I’ve been getting really excited about how I can truly tap into using it to grow my business. It’s the perfect platform to attract others to my business. It’s owned by LinkedIn and I want to make that the next big thing for my clients.
- Danielle has just finished running the Great Wall of China in a marathon.
- Marketing is really simple and we over complicate it.
- Having a very clear idea of what you want to achieve as a business is a great place to start when you’re reframing the idea of marketing.
- It’s important to give yourself permission to let go of having to do all of the things and focusing on what will bring you success.
- Your marketing plan can be a living breathing document.
- Gather as much data as possible and ask why they’re saying this because people often do very different from what they say.
- You can do this marketing research really easily for free.
Free Money Mindset Training– just in case you’re ready to take your profit power to the next level!
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