We’re grateful to our expert panelists, Lisa Weiss, Alicia Simons, and Nicole Mastrangelo, for sharing their insights and strategies to authentically project your voice and brand, the importance of being intentional, of overcoming internal and external barriers and considerations for using different platforms to share your content.
There is much to benefit from in this program – here is the replay, and below are key takeaways, including content and links to resources from our speakers.
Key Takeaways
Step one is to decide what you want to be known for, your unique expertise and/or value proposition. You will need to think through: what aspect of your life experience is the underlying story that you want to share, the foundation of the platform you want to create.
Define Your Market Value Proposition
Our speaker Alicia Simon believes that good positioning needs to be concise, compelling, differentiated, and understandable. Alicia works with each of her clients to develop their strongest value proposition considering their area of work and competitive space. This work is approached with the following questions in mind, all of which are critical components of effective marketing communication:
- Who is your target audience?
- What problem do you solve for them, or issue do you address with insights that serve them?
- What is the market urgency for this idea: why now?
- Why are you the best voice to deliver this message to the market?
- How do you do your work and why is your approach more effective than other options?
- What is your audience better equipped to do after engaging with you (your “promise”)?
- What (who) comprises the competitive landscape from a work and media/publishing perspective?
Alicia shares that “the answers to these core questions become the strategic and language foundation for all ongoing promotion including website copy, keynote descriptions, bio, network outreach and more.”
Creating Content
When creating content, our speaker Lisa Weiss shared a link to a tool she created that you can download: “Five Prompts to Generate Content This Month”. These prompts can help to spark ideas, inspire action, and attract fresh audiences.
Building Your Digital Platform
Our speaker, Nicole Mastrangelo, shared five tips to help you get started on building your digital platform:
- Building a social media platform is 50% about what you’re SAYING and 50% about how you’re ENGAGING. Don’t forget to be SOCIAL on social media! Dedicate regular time daily liking, commenting, and resharing the posts of those whose audience resonates with you and the type of audience you want to have.
- Make a list of people whose posts you want to engage with regularly. These people can be people you know, spheres of influence in your market or industry at large, or major influencers and celebrities. For best results, your list should have a variety of each.
- When it comes to engagement, don’t just limit your social media love to the person who created the post! Like the comments. Comment on the comments. This will help you get noticed and open the opportunity for connection with this ideal audience.
- Think about your posts as documenting a day in your life: you as the business owner, the working mother, the woman embarking on her next chapter, the leader, etc. What does her day look like? Where is she going? What is she doing? Who is she with? Document her journey on social media similarly to a (filtered and polished) journal entry.
- When you document what you’re doing and who you’re with, include how that activity or those people made you FEEL. Were you scared? Excited? Apprehensive? Nervous? Invigorated? Tell the STORY of how you feel and WHY you believe you feel this way. Why was this experience good, bad, etc.
This is how you can begin to build your digital character, your digital YOU, and share your story in a way that is authentic and fosters connections with others.
Our Speakers
Nicole Mastrangelo, Co-Founder and Creative Director, The Daily Drip traded in her successful corporate career in luxury sales and marketing to join her parents in ownership of their 30-year-old family pest control business. As she began implementing modern business development strategies, the growth was immediate and transformative, and over 7 years, she drew the attention of other business owners many of whom were struggling with the same challenges.
Nicole recognized a trend in the small business community and began to volunteer as a mentor, helping owners apply and integrate similar strategies for success in a hybrid marketplace. She soon learned about the unique needs and challenges faced by many women in business.
In 2021, she founded The Daily Drip, a media platform providing content, resources, programming, and community to support South Florida businesswomen on their journey to maximum potential. Unlike traditional media, The Daily Drip’s content and programming come exclusively from a community of local female industry experts – Thought Leaders.
Their ‘for us by us’ approach to content and programming supports the modern businesswoman while amplifying their voices and expanding their capacity for impact.
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Alicia Simons is the Founder and Principal of A Simons Consulting, a marketing firm working with current and aspiring authors to amplify their content in the market.
a marketing firm that helps clients amplify their content in the market. Alicia works with thought leaders and current and aspiring business authors to put them on a path towards their book, brand, and business goals. In each case, Alicia works to demystify what it takes to rise above and create the action plan to set her clients up for long-term success.
A strategic marketer with 25 years’ experience, Alicia works hand-in-hand with each client, many of whom are award-winning or best-selling authors. She brings an uncommonly pragmatic approach to her work and quickly becomes a strategist, partner, and trusted voice. Alicia’s current work builds on her combined background in consumer marketing at Campbell Soup Company where she specialized in customer insights and new product development in both Campbell’s domestic and European headquarters, and her twelve plus years working in author-driven marketing.
Alicia lives in Boston, MA. She received her BA from Binghamton University and her Master’s in International Business from the University of South Carolina’s Darla Moore School of Business.
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Lisa Weiss , Founder and CEO of the Storybeat Studio, is the 3X Emmy® Award-winning founder and CEO of Storybeat Studio, a strategic and high touch storytelling and public relations company increasing the visibility of thought leaders, organizations, authors, entrepreneurs, changemakers, and visionaries. Their network of professionals includes producers, directors, writers, designers, editors, cinematographers, marketers, publicists, SEO experts and artists who share our vision and commitment to excellence.
Lisa leads transformative group programs and one-on-one coaching, including storytelling workshops. She also offers programs and keynotes to help organizations increase employee engagement, connection, representation, and retention. Lisa has more than two decades of experience as a media executive and writer for iconic brands, including Oprah Winfrey and CBS News.
Through her work with Storybeat Studio, Lisa was named a Forbes Next 1000 entrepreneur (December 2021) and a Tory Burch Fellow (2021-2022).
Prior to founding Storybeat Studio, Lisa launched and co-executive produced Oprah’s Super Soul Sunday. Industry credits include The Oprah Winfrey Show and CBS News where she earned a duPont-Columbia Award for excellence in journalism.
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A Final Message:
We hope this program motivates you to unleash your narrative, important messages and share it authentically, with intention, and feel purpose and successful, defined in your terms.
And please reach out to us to learn more about our firm, CAP STRAT, and if we can help talk through your financial life to make sure the approach and resources you have in place are creating the success and outcomes you desire.
Please let us know if you would like to have a conversation with us. Email the CAP STRAT Women’s Forum with any questions at womensforum@capstratig.com! Or call us at 630.320.5100.
