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Top Takeaways from Gary Vaynerchuk – Marketing for Small Businesses & Personal Brands

Earlier this quarter, Jake Dunlap of Skaled Sales Consulting met with Gary Vaynerchuk – one of the world’s best marketers.

Gary Vaynerchuk’s media team took a live recording of their consulting session and posted it on YouTube under Gary Vaynerchuk’s new series called “The Daily Digital Deep Dive” (aka the 4Ds). In this session with Jake Dunlap, discussion rose around Branding for Small Businesses and Personal Brands.

The 63-minute consultation recording gives founders unique marketing advice for growing their businesses and personal brands. You can watch the full recording of the consultation here:

For those of you who are too busy to consume the full video, myself and guest star, Sean Madden, have taken the liberty of dissecting the consultation and making a list of the top takeaways.

About Sean Madden, Co-Founder of #CreativeTribes:
Sean Madden is the co-founder of a Slack Community called #CreativeTribes. His community has been featured on BlogTalkRadio, Buffer, Entrepreneur Magazine, and Product Hunt. Furthermore, his channel has gained virality online. Many bloggers and Reddit users reference #CreativeTribes as the best Slack Channel for marketers on the web.

Top 7 Takeaways from Gary Vaynerchuk’s Consultation

1. Personalize Your Messaging for Ads – 4:01.

The way you talk to audiences makes a huge difference. As Gary puts it, “different audiences, different message”.

The way you talk to a 24-year old is completely different than how you would talk to a 48-year old.

By creating ads that are highly targeted and feature finely tuned messages, you can personalize your ads, improve their relevancy to audiences, and entice people to take action.

During this segment, Gary references his love for the New York Jets and how a customized message would influence him to click or interact with an ad. As he puts it, “The best way to sell to me on Instagram is to make a New York Jets reference”.

2. When Trying New Things, Focus on Delivering the Absolute Best Experience for the First 50 Customers – 21:30

Reduce risk for your customers.

Gary Vaynerchuk: I’m not afraid to try something new because I’m willing to over-deliver for those first 50 customers and make them feel extremely comfortable because I’m looking for the example.

And it doesn’t have to be 50. It can be whatever number of customers is most relevant for your business. After you cross that threshold, the approach must become more scalable; adjusting your process to fit realistic operations.

Gary Vaynerchuk: I don’t take the money and run. I’m interested in building really great examples for other people to trust my brand and to work with me.

The value for others is they get their problems solved. You get the benefit of validating the experience.

3. The Early Days of Your Marketing Budget are About What You Can Afford to Lose; It’s a Learning Process – 23:42

A lot of businesses try to research what they can expect from advertising. They look for benchmarks, conversions rates, etc.

But every business is different.

When determining what to spend, you have to guess. In the early days, it’s all about what you can afford to lose. If you burn $10k and get nothing, then you learned what not to do.

Marketing is an iterative process where businesses identify their customers’ pains, the experience of purchasing products, and ways to accelerate (or assist) that buying cycle.

Gary Vaynerchuk: Remember though, the way you lose at social media is to make 1 piece of content and to market it broadly. Most small businesses make the mistake of trying to be like a big company and make a commercial for the general population. Don’t do that. Focus in and customize your messaging.

Recommended: Gary Vaynerchuk suggests small businesses that are early into their marketing days follow his content strategy. You can access the deck here.

4. The Way You Integrate Content is Different Depending on if You’re Selling Products or Services – 26:58

Marketers know they should produce more content for their brands, but to what extent?

Gary Vaynerchuk: When you’re in the service-selling business, the magic happens when you market your brand. For e-commerce, it’s different. People come in when they have pains/needs.

Gary Vaynerchuk uses Nike as an example. Nike does marketing and then people come in an buy their products.

Gary continued into recommendations that e-commerce companies should integrate content on their product pages (sizing charts, guides, etc); avoiding the whole landing-page play.

5. It’s Okay to Not Have Your Brand Everywhere Online, but Know Where the Attention is – 46:22

Gary Vaynerchuk: You don’t have to be everywhere. You should be on the obvious platforms where the attention is and squeeze that for what it’s worth before you move onto other platforms.

Instagram is not a hot area for B2B products and services, but its where a lot of attention has shifted to over the last few years. That makes it worth investigating; even just a little.

Find the content format that fits for the platform and experiment.

6. Emotional Content is Starting to Expand Away from the B2C Environment and is Leaking into the B2B Environment – 48:36

Jake Dunlap asks “what trends in B2C do you see coming over into B2B?”.

Gary Vaynerchuk replies: Leaning into HR topics that mingle with your own content generates good interest. For example, “Why you should fire your top salesperson”. Run it and target it to HR execs on LinkedIn.

Gary calls this trend “Human Truths” and it’s a hot space right now in B2B.

Don’t just play to a platforms’ algorithm. Do the things that establish more brand.

7. Personalized Video is a Great Way to Authentically Promote Events & Prospect Leads – 55:21

There’s 2 pieces to this takeaway: prospecting and branding.

Gary Vaynerchuk shared an excellent example of a way to promote an event that qualifies potential customers while simultaneously establishing your brand as a market leader.

In his example, he mimics a sample script for a video ad targeted to a specific industry.

Gary Vaynerchuk’s improv script:

Hey Pheonix, we rented out a wonderful room in your awesome steakhouse. I saw the great Yelp reviews and I’ve been wanting to go there.

We’ve got some food and wine and are going to be putting on a 20-person dinner to talk about the state of the union for {industry}. Opportunities in social media, how to make more margin, what’s happening in the macro trends, how the TV shows have affected us, what’s happened in the last 15 years.

My family has been doing this for 35 years. I’ve been running it for 15. Please fill out the form and I will pick 20 of you. Can’t wait to see you {date} at {time}.

He then suggests linking to a registration form that has qualifying questions that give the event organizers insight into whether or not the registrant would be a potential customer.

While this is happening, the business or person begins to establish themselves as the entity that hosts these types of events; making them stand out as experts.

Gary’s compares this to kids in high school. Remember in high school, you had the guy who threw parties all the time? They were the cool person. That’s the value in hosting your events. Be the person who brings folks together.