In this episode, Stacy sits down with Lysa Miller, the CEO and founder of Ladybugz.com and the UnagencyOnline, which is an agency that helps B2C companies focus on eCommerce to generate revenue and growth. The two discuss how developing Brand Positioning and Personal Branding can impact your sales and consumer trust.
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Transcript For This Episode:
Welcome to Marketing Mistakes (And How To Avoid Them). I’m Stacy Jones, the founder of influencer marketing and branded content agency, Hollywood Branded. This podcast provides brand marketers a learning platform for top experts to share their insights and knowledge on topics which make a direct impact on your business today. While it is impossible to be well-versed on every topic and strategy that can improve bottom line results, my goal is to help you avoid making costly mistakes of time, energy or money whether you are doing a DIY approach or hiring an expert to help. Let’s begin today’s discussion.Speaker 2 (00:31):
Welcome to Marketing Mistakes (And How To Avoid Them). Here’s your host, Stacy Jones.Stacy Jones (00:36):
Welcome to Marketing Mistakes (And How To Avoid Them). I’m Stacy Jones, and I’m so happy to be with you all today and want to give a very warm welcome to Lysa Miller. Lysa is the CEO and founder of ladybugz.com and the Ad Agency Online, a mission-based agency she recently launched to help B2C companies better focus on e-commerce to generate revenue and grow. She formerly was the co-founder of an agency, 3 Media Web, and is also the founder of both the Sales Empowerment Summit for Women and MetroWest Women’s Network. Lysa has been featured in Entrepreneur, Fortune, CIO, DailyWorth, and Business Insider, and has also been named in Agency Spotter’s 10 Women-Owned Agencies You Should Know. Today, we’re going to talk about developing brand positioning and your personal branding as part of a digital marketing strategy, and how it impacts your sales and consumer trust. We’ll learn what’s worked from Lysa’s perspective, what should be avoided, and how some companies miss the mark. Lysa, welcome.Lysa Miller (01:33):
Thanks so much for having me. I feel so privileged with that introduction.Stacy Jones (01:37):
So happy to have you here. As we were saying earlier, you love founding. You are a creator. You are a powerhouse. What I’d love to do is have you tell our audience a little bit more about how you got to where you are today. What brought you to here, where you are now actually just recently launching a whole new business to help people? We’d love to hear it from you.
Lysa Miller (02:03):
Sure. Well, I am ancient when it comes to the world of the internet, I started working on the web right out of college, and so I’ve always loved freelancing and design, but I’m really technically a writer by trade and a PR person. That’s what my background is in. So I always knew I wanted to be an entrepreneur. So I guess that happened, and I started a family and did all that. So like many women, the workplace doesn’t always offer a solution that works when you have children. So I went out on my own. I already had the domain name called ladybugz.com, and I freelanced for quite a few years in tourism and hospitality. I had some really great clients. I got to work with lots of great local restaurants, Relais and Chateaux restaurants, which are world-renowned.
So about seven years ago, I really… My kids were getting a little bigger, and I really wanted to grow my business. So I started promoting Ladybugz, doing a ton of social media, and I built that company on my personal brand. I built my Twitter account, LinkedIn, Facebook, and provided a lot of logging resources for people back then that weren’t being provided around social media. The timing was definitely really great.
So fast forward three or four years, I had that agency going. My clients were getting bigger, and I needed a larger web development company to help me with these larger projects I was getting. So I partnered with 3 Media Web, which turned into a co-founding and a partnership there. So I was there for four years. I helped grow that business. We started doing a lot of different types of businesses, but we honed in on B2B, and that’s what they do now. They do websites and digital marketing for B2B companies.
I left that company because of my passion for B2C companies and just… I felt like I could help more people than just B2B companies. As an owner of the company, I eventually got to the point where I wasn’t working in the business anymore. So I was promoting the business. I was helping grow the business, but I wasn’t working in the business. As an entrepreneur, I was starting to feel like I didn’t have a purpose anymore. My purpose is always to help people, and you said you really enjoy that too. So if somebody says, “Lysa Miller helped me,” that’s worth more than gold to me because I think we’re all put on this earth to help other… make other people’s lives better. If you can do that through business, I mean, think about how many people rely on their business for their lifeline.
So that’s where I am today. I’m starting a company called the Ad Agency. We’re going to be a different kind of agency. We’re mission-based, so I have a couple of mission statements I want to fulfill, and then I’m going to build the company around that. But my goal is to help as many B2C companies as I can grow in this climate and also help them get focused on e-commerce and improving their e-commerce sales. So that’s where I’m going.
Stacy Jones (05:03):
So when you say you’re mission-based, and I hear this from people not all the time, but somewhat frequently, what does mission-based mean to you? What’s the driving force behind being mission-based?
Lysa Miller (05:16):
Yeah. So mission-based, really, is just the way I’m setting the company up. So I have certain goals that I want to accomplish, like certain missions, and those missions are all to help people. I have the three missions, which are: I want to help as many people as I can grow their businesses through some kind of affordable solution. Secondly, I want to help them through services, and consulting, and helping them get the right package together to get them moving, and to help find the right resources or provide the right resources for them. Thirdly, I want to change the way that agencies and companies do business. So those are my three goals with the company. How I get to those goals is how the business is going to be built.
Stacy Jones (05:58):
That’s awesome, and that means that your approach with your agency, as we’ve talked about as well, is a little different. You’re not just going to be out there and working one-on-one with clients. You’re actually creating something that is almost rinse-and-repeatable in some ways where you can leverage it, and scale it, and work with many, many people.
Lysa Miller (06:20):
Yeah. I’m looking to actually create three different service levels, so that… In agencies today, they’re providing services and labor. Labor costs money, and so the more labor that you incur, the more that costs for your clients and for you as an agency. So if you can create something that people can afford at that cost level and being the perfect agency, that’s fine. But we’ve all learned that through a pandemic, that’s not going to work.
Stacy Jones (06:45):
Lysa Miller (06:46):
So if you can create something that is mass… targeted at a mass of people, but you can still create value for them at an affordable price, they can use that service. Then, if they’d want to use other services either with your agency or other vendors who are involved with your agency that would suit them, then that’s going to help them. So that’s how I was thinking of reaching more people that way is to provide a service of all the years of experience I have marketing businesses, which is 25 to 30 basically, and I’ve done everything from grow dental offices to help promote them to be multiple dental offices. I’ve obviously grown from a small agency to an over seven-figure agency. I’ve helped B2C companies. I’ve helped B2B companies.
So whatever I can take in all my years, and I’m turning 50 this year, so yay for that, but I have more experience. I’ve done this my whole life, and I have 10 years more experience than somebody who’s 40 or 20, more than someone who’s 30. So I feel like I can really bring that value, and I still do it now. So I’m still learning, and I’m still able to teach. But all these tricks and tips on top of the digital marketing that I’ve learned, I want to be able to bring that to people and have them be able to use it the same way I did.
Why should you have to not do what… Do you wonder how these other companies are getting ahead? They do have these tricks and tips that they try. They try things that might not work the first time. They’re willing to go outside the box. Nowadays, if you tell somebody they need a podcast, they look at me, and they’re like, “What do I need a podcast for?” I’m backtracking there, and I’m thinking like, “Why don’t you have a podcast? That’s the question.” So I want to help people move forward with those decisions.
Stacy Jones (08:31):
I share so many of the things that you just said because I run and process all the time when I even am talking to clients, and I’m like, “So we need to get you involved in being in podcasts.” “Why would I need to be in podcasts?” Like, “Well, why would you need to have a website back in the day?” That’s the direction this is going now. It’s a totally different digital landscape that everyone is in, and it’s hard to get people as up to speed and understanding, I think, of where they should be versus where they’re conditioned to be at.
Lysa Miller (09:00):
Mm-hmm (affirmative). Yeah, and I mean, you can’t be scared as an agency. Most agencies want to take a traditional route to all this stuff because that’s less risky. But when you take the risks, you get a better result. Yeah, you might fail, for some people. But hopefully, moving forward, as I start my own agency, if I can’t do something for somebody, I’m going to find them another partner that can do it and help them be successful.
So that’s the other problem is a lot of agencies take on this kind of work they don’t really know how to do, and then they might fail. So the first thing is to figure out what you want to do. Even if you want to do some of those outside-the-box stuff that’s not traditional, like do a podcast, like do a webinar, which people are still scared to do that stuff. So having someone who can walk you through it and then get you the right resources, and that’s the extra stuff on top of your regular marketing that’s really going to get you that extra bang for your buck. I mean, I believe and I’ve learned from experience.
Stacy Jones (09:57):
No, 100%. I think you touched on this a moment ago. We just went through a pandemic. We’re still going through a pandemic. We’ll be going through a pandemic for quite a long time, I’m sure. But the marketplace is not just driven by COVID-19. The marketplace has changed where a lot of people think that what they really want is a DIY marketplace where they don’t necessarily… Maybe they don’t have the budgets to be able to do what other businesses and individuals can do quite yet. They just can’t afford a full-service agency, but they do have the brains and wherewithal to be able to dig in, and learn, and try some of these things themselves until they get to be big enough where they realize, “This is not where I want to be spending my time. I do want a full-service agency to be helping me.” So your proposition here is actually creating something where from the get-go, they’re able to work with you on any of these levels.
Lysa Miller (10:50):
Mm-hmm (affirmative). Yeah, and the other really cool thing is, too, is if you are working with an agency already, you can still do this because you might want to question your agency, like what else could you be doing because… I’m not being negative towards agencies, but we all know that they tend to set it a lot of times and forget it. That’s how agencies make money. For the most part, they processize things. They make things repeatable. So you might not always be getting a custom solution, which is fine, but at least if you’re involved in consulting with somebody or having somebody else look at your program, like you can help keep your agency at the top of their game. You can say, “Why aren’t you guys suggesting a podcast?” or, “What can I do to get on a podcast?” or, “Why aren’t I doing a newsletter? I should be doing a newsletter,” or whatever it might be so that you’re more educated too.
I’m all for agencies, but I’m also for the clients should be questioning the agency on a regular basis like what we should be changing. We’re always changing. So something that worked last year is not working this year. If your agency can’t change or shift, there’s things right now that I would tell everybody to shift. So if your agency is not doing that, I think that’s something… If you have a community behind you or some kind of power, like in this… what I want to create some advice, then you can go to them and say, “Okay. Well, why aren’t we doing this? Can we do this?” You can actually add to the conversation, and add to the plan, and add to your own success. you know your business better than anybody. So if you can add that and figure out how you can contribute, why not? You’re just going to get exponential growth.
Stacy Jones (12:26):
Yeah, absolutely. So beyond the services, I know your passion has a lot to do with branding, and personal branding, and creating something which is going to stand out and really get sold into people before you even open your mouth and start talking to them on your first phone call. So let’s dive in and chat a little bit more about that importance.
Lysa Miller (12:48):
Well, so everybody likes to work with somebody who’s featured in publications. You know?
Stacy Jones (12:53):
Lysa Miller (12:55):
When I was with Ladybugz, I was featured in Entrepreneur, Fortune magazine, and I think I resonated with not just social media customers, but also women entrepreneurs who are trying to run businesses and live a life. I still talk about that stuff a lot. I write about that stuff a lot because… and I’m not on the gender thing. I’m not trying to say it’s harder for women or whatever. But traditionally, women have had to take care of the children. For some reason, that responsibility falls on us as women for the most part. So just helping women through that journey and being able to talk to women about ways they can better themselves and be better leaders, but yet, still raise families and be good moms. So I love all of that stuff.
So what I did with Ladybugz is geared the agency towards women and helping women who were maybe fearful of hiring agencies and fearful of technology. But in the end, I mean, it was speaking to everybody. I haven’t really been doing Ladybugz for the last few years because I’ve been working with 2 Media Web. But now that I’m reestablishing it and getting it going again, I still think that that holds a lot of value. I think we’ve come a long way in five years too in terms of women in leadership and different stuff like that. So that’s how I built that personal brand.
But then, when I went to 3 Media Web, I had to do it differently because it wasn’t really based on me anymore. It was really based a bit on what we did and the services we provided. So my partner and I built out a bunch of different services that we really wanted to target, and then we used personal branding, but more thought leadership and talking about the different ways that we’re successful that really established our branding and positioning as a know-how B2B marketing and digital agency. So I think that’s how we did it there, and lots of writing, lots of PR, lots of interviews, lots of podcasts. Lots, and lots, and lots of stuff.
Stacy Jones (14:58):
So for any of our listeners who are like, “Okay. I need to establish personal branding. I need to establish thought leadership,” what are the steps that you suggest they take? How do they actually go about this? Because yes, it is a lot of writing, it is a lot of interviewing, but before you can get to the interviews and before you can get to the writing, you actually have to have a plan in place about what you’re going to do. So where do you think it starts?
Lysa Miller (15:24):
So I definitely think that building your brand starts online. So making sure that you have all your profiles set up and really taking the time to write in those and make those really speak to your audiences. Part of that, there are some just really basic stuff like having… I hate to say, but having a photo shoot, a lifestyle shoot, and showing who you are personally. But then, once you get those established, you’re really going to build your brand by adding value to people’s lives. Whatever that might be, whatever field you’re in, you need to start talking about the value that you can add to somebody else, and that’s really where you grow your business.
Then, as you grow your brand, and then as you start to branch out, you use different avenues to talk about those. So maybe right now you’re only comfortable blogging, but you can take that blog, and you can put it on all of your social media channels. You can take different pieces out of the blog and show them different ways that you can build up personality. Then, you can expand it like we just talked about. Then, you can maybe get featured in an article or you can partner with another company you do business with and talk to them about things that are going on in the industry, but you just always want to show value and just build upon that however you can.
Everybody’s personal branding journey is going to be different depending on the type of business you are. So I’ve been building mine for the last four years on this B2B and here I am going back to B2C, but I think that still brings a lot of value because now I’ve been on both sides. I’ve been on B2C for much longer than B2B, but I think that that brings a lot of value to people, and my insights alone can really help people, and inspire people, and get people moving in the right direction.
Stacy Jones (17:08):
I think part of your personal branding also comes down to figuring out what your story is, what your story is of your business, what the story is of you as an individual, and then making sure that you talk to those points. I know a lot of people who will outline, for blogs as an example, the different topics that they want to make sure that they get across, that they are thought leaders. Then, as you just said, you can expand upon those. You can take that blog. You can cut it up into social. You can cut it up into really cool video snippets. You can take those things, and they’re out there. You could pitch it to reporters that you find so that you actually are just sharing what your topics are. So you have a place to go versus just spinning going, “Oh my God, I don’t nowhere to start.”
Lysa Miller (17:49):
Mm-hmm (affirmative). Yeah. I love the storytelling piece. So that’s definitely part of it, and I think that’s something you should map out in the beginning. But one thing I did learn is that your journey changes. So your story changes, and I’m okay with that. There’s been points where at 3 Media Web, I had to change our story a little bit or change up something because we weren’t just focusing on B2B in the beginning. So you are changing up the story, but you just want to make sure that the story is going somewhere and has a purpose and ending, but I love the whole… That’s what I try to call myself is a storyteller. Really, at heart, that’s what I am, but my biggest passion is for content marketing. I love content marketing, and I’m not just talking about blogging. I’m talking about all contents. Everything from photography to podcasting, to videos, to everything. I am a huge proponent. I think that is one of the best marketing techniques that any business can use. I don’t care what kind of business you are, so.
Stacy Jones (18:47):
Well, there’s really only two directions you can go. You can either create your own content or you can become part of someone else’s content. But even when you’re becoming part of someone else’s content, it’s so driven on who you are as a brand and what your story is that… It all is linked together nowadays, and we have such power because of the web and because of a digital presence that we can actually have ourselves… We can create the world of our business or our leadership within that business and really bring it to life in ways that generations before us never could as companies.
Lysa Miller (19:22):
Mm-hmm (affirmative). Yeah. No. I mean, it’s very powerful what we can do today.
Stacy Jones (19:27):
Mm-hmm (affirmative). So going into and beyond personal branding and positioning for yourself, one of the areas that you are a big focus of, especially with the Ad Agency, is going to be e-commerce and how to actually generate revenue from it, working with B2C companies to create platforms, if I have it right, where they’re going to be able to see a modification of that versus just having a product line that is elsewhere. So can we dive into e-commerce a little bit, and your thoughts on that, and how you’re helping people?
Lysa Miller (20:08):
I think e-commerce again, I think there’s a brand story there to be told, and I’m not talking about people just starting e-commerce companies. I mean, I’m happy to do that too, but I’m talking about helping businesses that already exist if they want to add it on or how they can maximize it. So I definitely have some partners that I plan to work with that specialize in software to help with this kind of stuff. So helping people get on to those platforms and helping them build their audience that way.
Obviously, social is going to play a nice part in it and content marketing. Even for product marketing, content marketing is still unbelievably successful, and so just helping people navigate all of that and to try to get them that growth so that they have a second type of revenue. So they have their mom-and-pop store, but yet, they still have some extra revenue coming in through e-commerce. Some of these people could be really scared of doing this, and some of these people could have fairly large businesses, but they’re just scared. They’ve never gone down this road before. So I think with that help of some really awesome software partners that specialize in this. I have many friends that run e-commerce companies. Maybe that can help. So that’s how I envision it, and then taking my traditional marketing, digital marketing, like content marketing, and then some growth hacking. So [crosstalk 00:21:32] through too.
Stacy Jones (21:31):
Now, growth hacking. Let’s talk. Let’s talk all things growth hacking. What is growth hacking? For those people listening, who are like, “Okay. I’ve heard growth hacking,” what is growth hacking? What does this mean?
Lysa Miller (21:42):
I mean, I don’t know the true definition of it, but like Airbnb is very famous for growth hacking because when they started, what they did was they posted all their stuff on Craigslist. They actually got other listings on Craigslist, and that’s how they basically built their business. So to me, growth hacking is any kind of technique or hack that you can find that’s not traditional that yields you some kind of results.
Stacy Jones (22:09):
Lysa Miller (22:09):
So whatever it might be, for example, when I… As part of my role at MetroWest Women’s Network, I built a group. I wanted to build a community, so I built a community, and it’s like, “Well, how am I going to use this community?” So something like that that’s different and that somebody else might not have thought of, taking that and using that. You might come up with something very original. That’s a growth hack. Guess what? It might not work, but I still think you have to be willing to try these different things.
Like just myself, recently, I got on the platform Alignable. I’ve heard about it from different reviewers and different things like that. I wanted to try it out, and so I went on there, and already… and I’m not saying Alignable is right for everybody, but I mean, it pulled my email list from my email program, and I connected with people that I’ve known for 20 years. Just on the third day, I was able to give a referral to another agency owner just from that. So if I was on that every day, I could probably do more.
But obviously, that’s not really my focus. I just wanted to get on it so that I was on it and had a presence, but just little things like that that people don’t think of that… It could be trying a new piece of software that you never used before. It could be signing up for a service. It could be starting to blog for some company that you’ve never blogged for before. There’s lots of ways to grow that. But I think with growth hacking, there’s no result. You don’t know what the result is going to be. Whereas when you’re content marketing, you’re going to get some SEO from that. You’re going to get some engagement. You know what you’re going to get. You don’t really know if it’s going to convert or not, or how it might convert, but I think with growth hacking, you don’t really know what the end result is going to be.
Stacy Jones (23:53):
What kind of dog do you have that we’re all listening to?
Lysa Miller (23:56):
I don’t Know why he’s barking.
Stacy Jones (23:58):
No, we never know why they’re barking. That’s not the question. The question is what kind of dog is he? He’s a big one.
Lysa Miller (24:04):
Our mail carrier, he eats… I live across the street from my old office, my old [inaudible 00:24:09], and I become very friendly with our mail carrier over the last four years. So sometimes I think you will see him in some of the pictures from my old agency. So he usually comes around this time. So I figured he’s out there with a cookie, but I had a yellow Lab named Horton.
Stacy Jones (24:23):
Ah, that’s nice. Yeah. Our listeners get some surprise attacks of our dogs barking at UPS and Amazon. It’s just part of the podcast we’ve learned.
Lysa Miller (24:33):
Well, part of the pandemic is there’s more dogs around now and there’s more children who are in the background, so.
Stacy Jones (24:38):
Lysa Miller (24:39):
Luckily, my children are not here today.
Stacy Jones (24:42):
There you go. So growth hacking. Okay. So dialing back to what you were talking about, growth hacking. To you, growth hacking is using any non-traditional means to find a way to drive results where it is able to almost be rinse-and-repeatable, again, where it’s working. It’s something that works when you do it. You continue doing it. You tweak it. You grow it. You do A/B testing even with it. Sorry?
Lysa Miller (25:09):
I said you don’t know if it’s going to work until you try.
Stacy Jones (25:11):
Right, but if it does work. No. But I mean, that’s like as agency owners and business entrepreneurs, I mean, most of the time, we’re all wearing masks, turning around in circles, looking for the pinata, not sure we’re actually going to actually hit it or not, but taking wild swings. When we connect, we’re super happy, and then we’re willing to try it again and using that. That’s really what growth hacking is. It’s trying new things. It’s finding new sources. It’s a lot of times connecting on digital platforms. It seems to all be driven very digitally when we’re talking about that.
Lysa Miller (25:44):
Yeah. It’s also innovative, so it’s… We’re trying to innovate. I think that as an agency, you always need to be innovating because I think that you need to innovate for your clients. If you’re not, you’re not doing them any favors. You’re not innovating and growth hacking. You’re not helping them really. The other thing about growth hacking is that I think it only works for a while. So the thing about it is I find you have to be always trying to do it. So a growth hack might only work for a certain amount of time. It might work for a long time. Even back when SEO… Before it was more technical and more established than it is now, people had growth hacks around SEO. A lot of those companies are now probably cut off from Google because they were practicing things that eventually became not accepted. But again, a lot of companies did that and got ahead doing that. But then, the life cycle were out. So then, you have to be onto the next thing.
Stacy Jones (26:41):
For our entrepreneurs who are listening and are business owners, what would be your top advice to them? If they’re getting out there, they’re working, whether it’s through branding, whether it’s through hacking, whether it’s through e-commerce development, what would you most strongly suggest to anyone?
Lysa Miller (26:59):
So I just think being consistent is the most important thing. Whatever you’re doing, to be consistent about it because inconsistency speaks volumes about you. If somebody sees you post every now and then, they… Especially on social, people don’t… They see you post every now and then, they think you don’t care. They automatically assume you don’t really care. So just to be consistent with whatever you’re doing, however you’re doing it, and if you can, do it. That would be my advice. It’s pretty simple.
Stacy Jones (27:30):
How can our listeners learn more about you? Where should they go? We’ll obviously have all of this in our show notes too, but where should we direct them to find you?
Lysa Miller (27:39):
So right now, they can find me… lysapreneur, L-Y-S-A-preneur. That’s my Twitter handle. That’s my Facebook handle. That’s my Instagram handle. Also, on LinkedIn. Right now, I’m running an agency called Ladybugz, L-A-D-Y-B-U-G-Z.com. Well, I am building out my new agency, which will be the adagencyonline.com. So you can find me at ladybugz.com, and maybe by the time this podcast is up, you might find the adagencyonline.com, but that will be a work in progress. I’m really not expecting to get that off the ground for three to six months, but… So you can find me at Ladybugz, lysapreneur. Happy to connect.
Stacy Jones (28:24):
Perfect. Any last words of advice to our listeners today?
Lysa Miller (28:30):
Never wear your pajamas all day.
Stacy Jones (28:30):
Lysa Miller (28:31):
Even in a pandemic. We all have to get up and go. As wonderful as pajamas all day sound, I think that you need to stay on a schedule. I think during this time, we can get pretty sucked into not having a schedule. I think having a schedule is really, really important. So don’t wear your pajamas all day, and my second piece of advice is if you don’t meditate, you’re so missing out. So those are my two little secrets to success right now.
Stacy Jones (29:06):
Do you have any favorite apps that you use for meditation, or do you just meditate in the real actual world?
Lysa Miller (29:11):
Well, I actually follow Dr. Joe Dispenza, who’s a famous meditation practitioner. So he has a series of different meditations you can do. Sometimes I do random ones on YouTube, but I’m a creativity meditator, so I’m trying to create a world. So I follow him. He’s really great. If you ever read his books, you will be transformed just learning about meditation and what it can do for you, and your body, and your future, and all that good stuff.
Stacy Jones (29:40):
That’s awesome. Well, Lysa, thank you so much for joining us today. Really appreciate it and enjoyed having you on.
Lysa Miller (29:46):
Yeah. It was so fun being here, Stacy.
Stacy Jones (29:49):
Of course. So to all of our listeners, thank you for tuning in to Marketing Mistakes (And How To Avoid Them). I look forward to chatting with you this next week.
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