BOLD Marketing…What is it? | Ryan Solomon weighs in

Steven Burkhart: What does the word bold mean to you when it comes to marketing? Like, what where does that land on the level of crazy?

Ryan Solomon: I think it means like breaking the status quo. I think like really jumping out there. I think probably one of my favorite campaigns I've seen happen was actually at Taco Bell campaign where they did that they sold out tickets to their Taco Bell HQ where people could eat in person and like 30 seconds and it got them an unlimited amount of press in like one night because all these celebrities were trying to get tickets are going to talk about I think things like back are some of my most favorite kind of marketing kind of bold marketing plans. Because no one's trying to go to Taco Bell. No one's ever gonna reserve but they kind of flipped it on its head. I think things like that are kind of my favorites.

3 Reasons Your Business Should Be On TikTok

People have been talking about the value of Tik Tok for quite some time now so we decided to jump on and check it out for ourselves. Here’s what we discovered...

1. There is a whole lot more people than just rachet 16 year old girls dancing on TikTok. Businesses are actively building audiences and telling stories about their company.

2. You can have a link back to Instagram, Youtube, and URL (on certain profiles-it’s still getting rolled out in BETA). This is important for converting your TikTok traffic into $$

3. It’s likely the easiest social media platform to quickly grow a following...assuming you post enough.

Now I’ve been preaching quality of quantity but this is one exception I’ll have to own. With emerging platforms quality STILL MATTERS. A post that is interesting, engaging, and gets people to stop scrolling is still critical. However when algorithms are looking to help people gain traction rather than heavily restrict you have to feed the beast with enough to work with. This mean posting 2-3 a day EVERY day. 

I have to admit that volume is difficult even with the volume of content we have from my personal brand videos on MOMENTUM, our Death To Vanilla podcast and other micro content we make. The reality is emerging platforms have two closing doors that eventually kill the ”easy“ opportunity you have now. This graphic will help...

I know there is a lot of speculation on whether Tik Tok is helpful for the top-line revenue of your business. I am absolutely sure that there are literally thousands of businesses where Tik Tok will be a waste of time. However, for most people, the resistance to getting on TikTok usually stems from 3 things:

1. They don’t know what their brand story is

2. They don’t know how to practically tell their stories on TikTok

3. They don‘t know how to convert the attention into cash

Over the next few weeks we’ll be exploring these topics so that together we can leverage his emerging platform for our success! 

3 ways to optimise your video for content marketing

Location: Are you WHERE you can do your best work?

I was chatting with a small business owner (a DJ). He was talking about the challenges of trying to sit down at home and focus when there was so much activity going on at the home. (kids, calls, chores). He knew he could do more, do better, be more efficient with his time.

I know for me Starbucks is my way of getting out, getting focused, and using the location as a way to distance myself from distraction and get stuff done.

Where do you do when you need to shake things up and get focused?

The 2020 version of a Storefront Display

I was inspired recently on a trip to Biltmore Fashion Square here in Phoenix, Arizona. I walked past the Ralph Lauren store and was struck by the masterful and thoughtful job they had done presenting their products. This struck me with two thoughts.

1. There is a big difference between a storefront display and a display that catches your attention.

2. The storefront display is a an expensive way of getting attention that business owners still see the value of spending money on.

So for point 1.

Getting Attention

Many small business owners do what’s good enough to make it through the day, week, or year. After all they are being pulled in many different directions.

“Advertising is just a small portion of the small business owners attention despite sales being one of the biggest concerns.”

Because of the lack of quality time or experience being directed towards advertising often the quality of what is made is not on par nor the quantity. As a result few business owners are getting the results that they are wanting. Maybe you are one of those people! I know I have certainly been guilty of underestimating the time something would need to be done well.

The reality is that we live in a noisy, content-filled world, and while it may be easy to POST on social media, most find it very difficult to succeed. After all, if it was easy everyone would be wildly successful making millions and spending most of their time laughing all the way to their yacht. (PS. I want to own a yacht someday!)

I’m sure you have your own business dreams and goals and I want you to succeed so bad! But you have to be honest with yourself as to whether you have the skill and the time to make content that will grab people’s attention. Without attention there is no income.

Advertising Value

I’ll be honest, either due to ignorance or lack of experience I have no clue how a business defines the metrics of a storefront display. Yet they spend good money on bringing in designers, contractors, and put products on display that certainly lower in value as they get cooked in the sun.

I think small business’s despite not having the budget of a Ralph Lauren can invest in even more effective and metric validating advertising by using social media. Most people get caught up in social media being a stream of income, and to some it may be. In reality names far more credible than my own use social media as a TRAFFIC DRIVER to convert to sales funnels or email list building.

Getting it twisted can lead to a lot of unneeded disappointment. Social media is not a destination it is a conduit. Thankfully for businesses that need to see a dollar for dollar ROI, social media can be evaluated in minute detail. Reach, conversion, engagement, impressions, all these are ways you can evaluate with CERTAINTY the effectiveness of what you do. I think much more certain than hoping a customer tells you that they came in because of a display.