Laurie McMahan has been selling office supplies for over 30 years, 12 of which she spent as an owner of a successful office supply company. When she sold her company to MyOfficeProducts, rather than leave the industry, she became a sales representative for them.
But things have changed a bit since she started her sales career. Getting face-to-face with potential clients by making cold calls is increasingly difficult. Marketing is mystifying, social media overwhelming, and this thing called Content Marketing, well, how does that even work?
Laurie is committed and willing to take risks, not afraid to jump in where other people may hesitate. So jump in she did. She contacted me to develop a personal brand and website with the intention to reach more office professionals who need a better way to procure office supplies. Having learned some basics about inbound marketing, or content marketing as it’s more frequently called, she was searching for a way to put the new sales and marketing tactics to work for her.
Without a doubt, one thing is clear about Laurie McMahan: she cares about her clients. Her identity is found in helping others and making sure her customers have what they need. Her mission is making their work lives easier. More productive. Simpler.
She views herself as the “support person’s support person.” The administrative professionals she serves wear a lot of hats and rarely get recognition for their contributions to an organization, so she strives to show appreciation to her customers and show them that, in her book, they’re special.
Being in a unique situation as an employee of a company, Laurie needed a personal brand that communicated her personality, her personal values, as well as her value proposition to the customer. She had already “branded” herself a little with Pop Art graphics on her social media profiles. Given her heart for her customers and her vision for the role she plays in helping them, we expanded upon that and branded Laurie as the Superhero’s Sidekick. Her value proposition: Do Less. Get More Done.
“If you have to go one way or another, definitely not conservative. Don’t be afraid to push the envelope a little,” was the feedback I received. Using illustrations in a design lends an air of casual friendliness, but we didn’t want to sacrifice Laurie’s impressive professionalism by being too whimsical. With fun colors and illustrations paired with clean, minimal design we struck the perfect balance of communicating Laurie’s style as well as her ability to get things done for her clients.
Laurie is all for trying new things, but she needed a little help to develop a strategy that reaps results. Her goal: realize a return on her investment by reaching 1 -2 new clients each month. We developed a Content Marketing Strategy for Laurie designed to increase her visibility and attract an audience through publishing valuable articles, tips, offers and cornerstone content on her new website.
Since it takes up to six months before seeing quantifiable results from content marketing efforts, we will return here with an update.