MktgProbz 17: How to grow your influence

What most people fail to remember when they approach the challenge of growing their influence is the true meaning behind the all too often used word 'influencer' —i.e., a person who have influence in the lives of others.

How influential you are or become is NOT determined by the number of followers you have. Influence is determined by the depth of your relationship with the people whose lives and news feeds your content, voice, brand, and products permeate. Influence is something that is earned. It is not won by battling it out with your competition on adwords or pushing out 500 instagram posts a day. Influence is earned by gaining the respect, understanding, attention, and trust of the audience or community you're trying to reach.

Watch below as we deep dive into your #MarketingProbz questions on gaining influence in a new marketplace.

The Soul of A Storyteller

Over the last several weeks I’ve taken up studying writers and radio producers whose skill and stories I admire. I listen to their stories and read their articles, and watch anything I can find on YouTube about them. 

I’m doing this because I want to learn. Learn more. Not just about the craft or the people I reveer but also, because, I think, I’m hoping to learn more about myself in the process. I’m hoping that discovering far away people, both distinct and ordinary from seemingly distant or different places, will somehow remind me of something I feel I’ve lost over the years spent hustling in corporations and startup’s for the almighty dollar. Sure, doing something I happen to be really freaking good at. But without any of the soul. I’ve got a storytellers soul. It craves freedom and growth, it’s creative and inquisitive. Sometimes impolitely so. And it hates to be put into boxes.

So far I’ve discovered that I love everything @scott_carrier writes. I’m listening to stories he recorded all the way back in 1997. Actually, I’m willing to bet he wrote them even earlier than that, as many of the stories I find from his years spent contributing to This American Life have come from books he’s previously written.

His writing has a distinct voice and tone. His sound is rough and raspy. It sounds the way a shot of rye whiskey tastes. Authentic and smooth. But, as much as I’m drawn to his rugged sound and authentic sense of adventure, I find what really compells me to want to find more of his work so I can keep listening is his pitch and tone. Words with meaning and power, and vigorous description spoken with a calm and casual demeanor. It gives me a strange and unexpected sense of comfort and safety. It doesn’t seem like he’s trying so hard to be all animated and enthusiastic like everyone you see on TV or Instagram, or really anywhere these days. I think I find that reassuring. Scott just seems to be himself no matter what adventure he’s divulging to you.

The rhythm of his sentences is soothing and predictable, while the words and descriptions keep my brain heightened in suspense. It’s strange, this mix of warmth and safety, and western adventure. When I listen to him I can tell he’s a kind person. At least, I think he sounds like it.

Scott tells stories just as they are. That’s something I’ve noticed about him. Simple but, at the same time, he brilliantly and eloquently illustrates how life, and humanity, and nature, and relationships can all be so complex. I think he’s able to create such a good balance in his storytelling because he is extremely detailed.

Scott’s voice is one that you hear and immediately want to imitate, because it’s that good. I fool around with my writing, I try to make my voice sound like his. But I know I’ll never pull it off. Not like he does, anyway. I am not him and he is not me, so I could simply never see the world how he has seen or experienced it. You can stand in someone else’s shoes, for certain. But you can’t write the world as you see it wearing someone else’s rose colored glasses.

You need to get your own glasses. Paint them blue or black, or whatever color you like. Just as long as it represents you. Who you are, where you’ve been, who you’re becoming.

You must find your own voice. That’s the goal of all this anyway. Remember? That’s why you’re doing any of this in the first place. To discover something. Whether it be about yourself, or about humanity. Or maybe just life in general. You’re searching for something, searching for gold in people.

Stay focused, and be determined. But, also be careful. Be careful not to be so focused or determined on finding one specific thing that you miss out on all the other amazing things you could be, and should be, discovering. Things you never even imagined you’d learn about people and the world, and the relationship that exists between man and destiny.

The Soul of A Storyteller
by Kat Lisciani

---

THERE'S MORE FOR YOU HERE

Check out season 2 of the millennial innovators podcast

# U N D E R D O G S A N D U N F O R G E T T A B L E S

---

Creative problem-solving is not a plastic pie sitting in a bakery display case

Growing up I detested the idea of being a teacher. That's not to say I have anything against educators; in fact, I quite prefer them to most marketers I meet. (Just kidding!)You see, it's that every person on my mom's side of the family had been in education. The women, all of them teachers.

I wanted to forge my own path. Make my own choices; new choices, and risky ones at that! I didn't want to be like them. I couldn't stand the thought of it. I had to be my own person; I had to do something new. But, what? I wanted to be someone who was indispensable. Not necessarily to the process, but to the vision for the final product. I wanted to be a linchpin.

Ironically, education is an intricate part of everything I do in my career today. Whether I'm meeting a new marketing client, giving a keynote, leading a team or even serving at a volunteer organization it's my job to demystify the seemingly complex.

education

is an intricate part of everything I do in my career today.

Creative problem-solving is not a plastic pie

A situation can always be worse. Life isn't like one of those plastic pies you see sitting in the display case at Martha's Bakery that will forever have one slice removed. Your problems are defined by the way that you see them. Thus, the extent to which any challenge can go so far as to change your intended course of action is irrelevant. Nothing in life or, politics, or even business is a zero-sum game.

If we hit a roadblock, disagree with a co-worker, or get passed up for a promotion does that mean it's the end? Do you march into your editor's office on Monday and quit working at the local newspaper just because the dice didn't fall where you thought they would? The answer is no. Or, at least, I wouldn't recommend it as your best plan of action for getting what you want.

Failure isn't an end point, it's a jumping off point for building something greater than what you started with and only dreamed possible! The avenue to success is rarely paved. There are always unexplored options, solutions, and paths to be contemplated. Change, risk, and failure are inevitable outcomes.

So, what is it that I do? I illuminate unidentified opportunities.

But, so do teachers.

#MktgProbz (11): How millennials can create content to share their expertise, while also maintaining the privacy of their clients and employers

This #MktgProbz question was submitted by Ernest, after my last Millennial Playbook webcast with the LinkedIn Marketing Solutions team.

Question: How do millennials create content that shares expertise while balancing not releasing potentially sensitive information from their employer? In the early stages, creating content feels high risk low reward.

#MktgProbz (09): HOW TO GAIN SOMEONE'S TRUST

The Key to Gaining Trust

—this one is for Brenda, Joshua, & Katherine

#MarketingProbz? Everyone's got 'em.

 I'm on a mission to be part of the solution. Enjoy these two minute marketing solutions to solve your greatest marketing challenges (#MktgProbz) in this series of short videos.

Brenda, Joshua, and Katherine all have one major marketing challenge they're facing right now and what it boils down to is winning trust. 

In the episode below, I address the challenges facing Brenda, Joshua, and Katherine below in this minute marketing video. Watch below to find out our best strategy for gaining the trust of your target customer or audience, no matter what odds are stacked against you.

On this episode of #MktgProbz we answer your questions revolving around trust and understanding. Here's our best strategy for how to win the trust of your target customer or audience.

What should marketers be afraid of this Halloween?

#SophisticatedMktg on camera ... Check it out!

We asked top marketing influencers including Ann Handley, Tin Washer and Matt Heinz and Katherine Lisciani what they're most afraid of and what marketers should be most afraid of.

Millennial #MarketingProbz—guest host Alex Rynne from LinkedIn

SHOW NOTES—

Here's the 101 on Alex Rynne—basically she's a top millennial marketer, contributor to Social Media Examiner, and all around boss.

Alex Rynne is on the front lines of content marketing at revolution at LinkedIn. She's passionate about social media and the power it has to connect and inspire people around the globe.

Today, Alex manages Global Content & Social Media Strategy at LinkedIn, elevating the brand to marketers looking to grow their business and careers. Specifically, Alex serves as the voice of the LinkedIn Marketing Solutions brand across all channels, guiding content marketing strategy as well as managing paid, owned and earned distribution and amplification.

Alex started the Millennial Minute blog to clear up some misconceptions about our generation in the media, and to provide other marketers a better understanding at to "who" millennials really are.

THIS EPISODE—

In this episode Alex and I share our experiences at Advertising Week 2016 (#AWNewYork), our strategies for consistency in content creation, insights on hiring, and Alex shares how she landed the job of her dreams at LinkedIn!

As much as I love talking with Alex, we really want to hear what you have to say. So follow up with us both on Twitter and LinkedIn with #MktgProbz!

• Kat Twitter: @millennovator
• Alex Twitter: @amrynnie
• Episode on LinkedIn

HOW TO FIND THE BEST CHANNEL FOR YOUR CONTENT

PART DEUX—A mathematical equation

I am of the belief that everyone should experience working in a restaurant at some point in their lifetime. The food biz teaches you discipline, teamwork, the perils of becoming a grumpy old bar patron, and every disgruntled consumer’s favorite mantra: the customer is always right. The theory “your customer is always right” is a great for teaching one how to maintain his or her poise under pressure and uphold the standards and quality of the brand or company he or she represents. Generally, I think most people would agree that “the customer is always right”... until you realize that the customer you’re working with is actually the wrong one.

On #MktgProbz this week we answer the question, how to find your brand’s best channel for social media. In the video I share the strategic approach I employ when preparing to open up a new channel of communication with my audience. But, truthfully, the answer to this question is more complex than a 3-minute video would allow for. Below I deconstruct what makes a channel the right one for your brand, and you can refer to #MktgProbz episode 06 for instruction on how to apply this for your company or personal brand.

I) What is social media good for? More than you think.

Communication has two major purposes. One, to share information and, two, to create understanding. This seems simple enough, right? Good, so we can all agree that social media is just a technologically enhanced way of communicating. Right? Wrong. Social media is a lot more than that. Social media is most often utilized by brands as a public form of discourse. What’s the difference? It’s visibility.

Social media platforms are visibly public channels of communication that enable us to have personal conversations across time and space. Not seeing the importance here? Public communication or symbolic expression has way more implication on the world around us than does private, interpersonal conversation. Social media rhetoric (aka—activity, media, communication) doesn’t just create one-to-one impact and understanding. Rather, the unprecedented visibility of social media communication creates meaning is society which, in turn, helps us make sense of our experiences, construct our identities, and live our public lives.

Why does any of this matter? Because it alters the reason for communicating in the first place. When your customers are on social media they’re not looking for a sales pitch, a giveaway, a promotion, or a product demo. They’re looking to gain some greater understanding about the things they are experiencing, themselves, and everything going on in the crazy world around them. But, when you take a look at a lot of the content marketers are serving up on social media few brands are putting out content that satisfies an audience's’ hunger for deep understanding and identification in a technologically enhanced world.

II) Why is this absolutely vital for you?

All this to say, that your blog, your Twitter, your Snapchat, your Facebook, Instagram, and more are not about you. They are about your customer. And, it matters A LOT as to who that customer is, what he or she wants to understand, and where they’re looking for it.

The fit of each marcom (or “marketing communications”) channel can be assessed through a simple PQ x CP equation. PQ is the prospect quality, or how closely the audience on a specific channel matches your target customer. CP is the conversion probability, or where this individual is in your customer lifecycle journey. Each channel has a different combination of PQ x CP fit. AKA—there is no single channel by which you should communicate to individuals at every stage in your customer lifecycle. Instead, think about each channel as being perfect for communicating with intent at a specific stage in the customer journey. In #MktgProbz I start and end my strategy with why. I did this intentionally to make the point that before you can determine where is the best place to communicate you must first identify for what reason and with whom, specifically, it is that you want to communicate with.

So, before you decide to open up a new marcom channel first ask yourself why. Take a look at your customer journey. Identify the areas in which you see targeted or qualified leads fall off the funnel. Figure out “who” that person is. What characteristics do your fallen prospects share? What about their journey is similar? Do some research and figure out what this segment is looking for that you are not supplying. Once you identify who this audience is and what are they seek to understand, you can then appropriately assess the different social media channels available to you for best fit. Ultimately, in marketing it will serve you well to remember that your brand is not a Denny’s. The customer is always right mantra has no place here. Instead, marketers should live & die by the theory theory that only the right customer is always right.

Are you communicating by default, or by design?

—this #MktgProbz episode is for Jason!

Youth Empowerment Podcast

Hey Empowerment Family! This is episode #13 of the Youth Empowerment Podcast with Katherine Lisciani! Who is Katherine? Katherine is the founder of Millenovation Media; a platform that equips innovative business leaders with the critical marketing strategy needed to connect with consumers in the digital age and, ultimately, build a business that thrives. Not only that, Katherine has consulted the Executive Producers and Creators of the Teen Choice Awards in the development of a new, and groundbreaking, original content series aimed at engaging girls in STEM called Fablab and is seen in over 80 million homes. Having raised over $5mm in strategic partnerships and fundraising opportunities for various projects she’s most proud to say that she’s developed initiatives with some of the most well-known organizations in the country, such as Girls Who Code, The White House, the National Center for Women in Information Technology (NCWIT), and even the producers of the Teen Choice Awards. She’s been a part of a few startups before starting her own shop, She was also Named a Top Millennial in Marketing by LinkedIn and is Disrupting the agency one marketing problem at a time! What did we talk about (Value Topics): Why communication is crucial to success How to become a better communicator Why Mentorship is amazing and needed Being self aware Getting over failure Being unique LinkedIn for young professionals Getting past others expectations and opinions of you. The challenges of being a women in marketing and entrepreneurship Collaboration vs Competition ​ Some Questions I ask: Why is communication such a valuble asset? What is your advice to young people just getting on LinkedIn? How can we block outside pressures? SO MUCH MORE! Action Points: https://www.linkedin.com/in/katherinelisciani Connect with Katherine @millennovator ​ Make sure you head to www.danielbielak.com to check out everything that's happening! ​ "#MarketingProbzAnswered" - Katherine Lisciani

Internet Role Models (Vertically Wired)

This is a story of influence, impact, and the power people can have over an audience and the individuals within that audience.

VERTICALLY WIRED

Get the story here.

Internet Role Models (www.verticallywired.com)

As always, comment or tweet @millennovator to discuss.