E80 – 3 Reasons Why Storytelling is the Key to Building Your Brand w/ Meredith Crawford

Meredith Crawford is the founder of Solerno Media. She’s an exceptional Business, Marketing and Storyteller Expert who helps small business owners get out of the vicious cycle of feast or famine.

Meredith served for years as CEO of the multi-million dollar company MindShare Design, where she managed a marketing campaign that added 18% to the company’s revenue stream. After years of running high budget teams, she experienced a colossal burnout which required medical leave. Before long Meredith bounced back, stronger than ever, and found that she had an unshakeable desire to help product-based small business owners.

During our conversation we discuss:

– Here number strategy for getting new clients for her agency.

– Meredith shares the #1 thing she would have done differently if she could start her business all over again.

– Then Meredith shares her 3 reasons why storytelling is so important when it comes to building your brand.

– Meredith shares her biggest challenge after her first year since launching her business.

– Meredith shares her favorite growth tool/software.

– Meredith recommends one of her favorite marketing/storytelling book.

Meredith’s websites:

www.solernomedia.com

www.linkedin.com/in/meredithcrawford1/

Proven Ways to Manage your BIZ Expenses with Meredith Crawford

 

  • Why do we hate looking at expenses and how does this affect us?
  • What is our biggest mistake?
  • What should our expenses be in relation to our revenue?
  • Most of us focus on monthly bills – is this bad?
  • Tell us about that B word we hate -budget.
  • What can we do today to be proactive?
  • Tell me about Financial risk, what does that mean?

Meredith Crawford is the founder of Solerno Media. She’s an exceptional Business, Marketing and Storyteller Expert who helps small business owners get out of the vicious cycle of feast or famine.

Meredith served for years as CEO of the multimillion dollar company MindShare Design, where she managed a marketing campaign that added 18% to the company’s revenue stream.

After years of running high budget teams, she experienced a colossal burnout which required medical leave. Before long Meredith bounced back, stronger than ever, and found that she had an unshakeable desire to help product-based small business owners. She has harnessed the key techniques leveraged by competitive industries to help small businesses market their services and products better, and scale faster.

Meredith started her agency after realizing that business leaders and entrepreneurs needed to do things differently in the future to win and maintain customer loyalty. Meredith is dedicated to teaching step-by-step, everything essential to savvy marketing and skyrocketing your side hustle, to streamline cash flow, build a sustainable, profitable, stress-free business.

27 Proven Ways To Manage Your Expenses

Links

Marketing Hacks You Need To Start Doing Right Now

Joining me today is Meredith Crawford.

Meredith is the founder of Solerno Media.

She’s an exceptional Business, Marketing and Storyteller Expert who helps small business owners get out of the vicious cycle of feast or famine.

Meredith started her agency after realizing that business leaders and entrepreneurs needed to do things differently in the future to win and maintain customer loyalty.

Meredith is dedicated to teaching step-by-step, everything essential to savvy marketing and skyrocketing your side hustle, to streamline cash flow, build a sustainable, profitable, stress-free business.

On today’s show Meredith is going to share:

– Ways Brick & Mortar Businesses Can Reach a Larger Audience

– Fast-3 Actions That Will Streamline Your Revenue and Stop The Feast or Famine Cycle

– Marketing Hacks You Need To Start Doing Right Now, If You Want To Stay In Business

Personalize With Passion – Meredith Crawford – Hard Corps Marketing Show #40

It’s time to get personal! In this episode we discuss how to use the capabilities of technology and your customer data points to add that personal touch to your marketing content with community champion, and owner of Solerno Media, Meredith Crawford.

Learn about how personalization techniques are important to making your customer feel special, how to make intentional decisions when it comes to personalizing content that people would actually be interested in and how to avoid some of the many creepy factors that can sabotage your marketing efforts.

 

Takeaways

  • Your personalization possibilities are endless when based on the many data points you collect. Establishing a database can help you organize and store those data points.
  • To get your max impact, make efforts to go to a deeper level when trying to connect with your customers. It’s a better long-term strategy.
  • To do personalization well, think about your customer and become aware of the patterns they exhibit.
  • The best marketers make their personalization appear as coincidence. Be the best!
  • Avoid the creep factor! Don’t overtly say you’ve been watching customers’ behavior and don’t leave blank fields in email templates.
  • Consistency is the key. Take time to get to know your customer and build out their journey. This has been shown to deliver best results.
  • Develop a welcome email or welcome series. They get the relationship off on the right start and set the tone and expectations for future email communications.
  • The biggest challenge is keeping emails fresh and innovative. Mix up the content (i.e. ebooks and graphics), topics and delivery format.
  • The best way to get emotional impact is to be true to your brand, be value driven, step out of the expected and be authentic.

 

Links

25: The Truth about Email Marketing with Meredith Crawford

By Estie Rand

 

Meredith Crawford was living in a trailer with a tarp as the roof when she had the brain-sight to get involved in digital marketing. Fast forward eight years, she completed her MBA in marketing, helped The Venetian and Disney earn millions in their revenue through email marketing and has recently begun her own agency. Meredith teaches us how the larger companies use list segmentation and targeting in email marketing that we can apply in our small businesses. She also shares with us the struggle of not being a salesman, and needing to spend 90% of her time on sales to launch her company, and the tricks she uses to do online marketing instead of direct sales.

My Guest: Meredith Crawford

Meredith Crawford is the founder of Solerno Media, a marketing agency that empowers small businesses and entrepreneurs focused on doing business with heart to tell and share their stories. She is also an advisory board to Hack the Hood, an Oakland-based non-profit that introduces low-income youth of color to careers in tech. Prior to founding Solerno Media, Meredith was the CEO of MindShare Design, and oversaw Savicom and Widi Emi email platforms. While she was there, Meredith added 18% to the multi-million dollar company’s revenue stream. Two clients—a business training company and a large Las Vega casino—had banner revenue years, both attributing their success to working with MindShare Design.

In 2017, she negotiated the acquisition of WorkStraight, a work order software solution. Meredith has written for outlets such as Business2Consumer, CustomerThink and FMJ Magazine. She has spoken in front of audiences at Facilities Management Expo and Marketing Sherpa Summit.

 

Pivotal Moments:

  • Living in a trailer with tarp on her roof, working for few various small business who were not quite making it
  • Realizing that so many people are struggling in business and that she doesn’t know the answer of how to fix it, but that she wants to find out
  • Getting an email from her friend regarding SEO job in Seattle that she didn’t take, but which sparked the idea of going into digital marketing
  • Getting her MBA in marketing and getting job with an email marketing company that worked with Fortune 500 companies
  • Learning email marketing analytics, helping Disney and The Venetian add 18% to their million dollar email marketing revenue
  • A shooting outside her office wakes her back up to original passion of helping small companies, not just the Fortune 500 companies

 

The Advice:

1. Email marketing is segmented into two parts; transactional and sales emails.

  • Transactional: includes everything from purchase confirmations to drip campaigns that are triggered when you step into a store.
  • Sales: one-offs that are not triggered by any action of the consumer but by the company themselves.

2. When you get an email from a big company, it’s very specifically sent to YOU on that particular DAY. Companies run huge drip campaigns and lists are segmented based on many factors e.g. demographics, purchase history, location, timing. The wording, imagery and deals and discounts that we get in any email are specific to us accounting for all those circumstances.

3. Meredith found that the demographics of respondents for her Facebook ads advertising marketing help was 99% female, but for financial and economical help the respondents were 99% male.

4. It’s important to be able to match expenses to income. There are three types of expense centers in business:

  • Profit Centers: The part of the business where you earn the most profit on your expenses.
  • Revenue Centers: Where all the money that comes goes towards covering expenses, but you still need to run these centers so that you can run your profit centers.
  • Expense Centers: Overheads which are not directly related to any specific income, like paying your accountant.

 

5. Using a specific setup in your spreadsheet can help match income to directly related expenses. Set out the spreadsheet vertically where the income streams go above the expenses so you can see the relations between revenue and expense easily.

6. The trends of mobile to desktop email usage are changing quickly. In 2014, 30% of emails were viewed in mobile and 67% desktop. In late 2015, it hit 50-50. Now, in 2018, 67% of emails are viewed in mobile. This means that it is important to optimize the design layout of your emails for mobile users rather than desktop.


The Struggle:

Meredith opened her doors in March 2018, and it has been a humbling journey. Even though her degree is marketing, it was focused more on the analytic and technical details, not on front-line sales. She has had a really hard time solidifying her sales pipeline using primarily online marketing through Facebook PPC ads and dabbling a little with local networking. But, it has been slow going and there is still lots of throwing things at the wall and trying to see what sticks.


The Breakthrough:

Meredith needs to stop trying to be generic marketing agency, that market is already saturated. Meredith‘s skill set in analytics, number crunching and financial modelling puts her in the perfect position to become the marketer’s marketer.  Many marketing agencies don’t have any expertise in calculating ROIs and statistics, but come into the field from the creative angle.

Meredith should be reaching out B2B and pursuing partnerships with other marketing agencies by offering her unique skill set, just like my friend, the hair dresser who moved to LA and broke into saturated market by being hairdresser’s hairdresser, doing things like coloring and weaves that other hairdressers didn’t do themselves.

Postscript:

We quote Solerno Media in the episode, but after our conversation, Meredith actually did a total pivot and went into marketing analytics. As this was recorded a little while prior to publication, Meredith can now be found at the following location:


Resources and Links:


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About the author, Estie Rand
I love turning ideas into money, and helping others do the same. I help small business owners with everything from marketing to fiscal management, business plans to staffing, database architecture to work/life balance coaching and I love it all! What do you need help with today?

Links: Website | Facebook | LinkedIn | Instagram

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