How to become the influencer of your new market?
I was standing in Lipton’s testing room in Bristol with the Global Marketing Director, in 1996, learning one of the most important lessons in marketing.
From my 32 years in marketing, I know that the best and easiest way to succeed in launching a new product and building a successful brand is by leading your market category.
The idea is taking ownership of a market category in the minds of the customers. One of the four basic market strategy definitions is ‘what market category should we play in’. If you can’t lead the market, you should invent a new market category.
The most famous example of that is probably the story about Miller Beer. Miller wanted to grow and lead the US market. However the beer market was totally saturated. And any farmer who grew barley could quite easily build a brewery in his farm and start selling beer.
Miller looked for the differentiation point. Marketing was in its infancy; Miller had done research and found there is a need for a light, less bitter beer with a smaller amount of alcohol, so they invented a new kind of beer.
They could have launched the new beer by calling it the new Miller Beer. But they didn’t. Instead, they called women, young drivers (and other potential audiences of such a product) to try the first light beer in the world. They didn’t promote Miller beer; they were the ‘new needed category’
They took ownership in the minds of the customers as the leader of a new kind of beer and increased dramatically the value of the Miller Brand overnight.
With time, other beer producers penetrated the light beer market, however Miller Lite was, for a long time, the market leader of the light beer category.
Today, Miller Lite is the third most popular beer in the US.
The most interesting thing is that all three leading beers in the US today are lite beers.
Entrepreneurs, who invent new products, also create new market categories. Taking ownership of this new category can be critical to the strength of your brand and the value you can achieve for your entrepreneurship.
I will write in more depth about finding the right market category in one of the coming posts.
Let’s go back to the testing room in Bristol.
At that time, Lipton was marketed world wide as the leading tea brand in the world. By saying to me, “You should become the Queen of Tea,” this Unilever director meant that I should know everything about tea and be the voice of the worlds leading tea in Israel where I was Lipton’s marketing director.
Become the voice of your new category
Once you decide, based on research and market overview, what market category you can lead and take ownership of, it’s time to become the voice of this category.
You should make sure to speak “in the name” of the new category and not to promote your product. People became more and more skeptical towards advertising and promotion.
The equation here is simple; people want to be updated and learn about a new category and solution that is relevant for them. However, I always say that people love to buy but hate “to be sold to”.
The idea of how an expert can become known in their field of expertise is brought to us by Mark Schaefer in his excellent book Known.
Many of the successful entrepreneurs I interview on this show are recognized as influencers in their field.
Before I’ll share you the practical steps you should take in order to become the influencer of you market category I’d like to share with you the stories of 4 successful and unique entrepreneurs that are not only the influencers in their field and the voice of their market category, there are also making a meaningful impact on the positive side of our world.
And that’s, my friends, as I see it, is the vision and that means winning the biggest prize in one’s life.
The first interviewee, who is one of the earliest influencers of social media content is Jeff Bullas. Jeff was fascinated by this new trend of social media and started to learn about it on the one hand, and share it in his blog on the other hand. Let’s hear how he started and how he became an influencer;
Jeff is a digital entrepreneur, marketing blogger, keynote speaker, digital strategist, consultant and bestselling author.
He works with companies and executives to grow their online personal and businesses through social, digital and marketing automation.
His blog receives over 5 million visitors a year and is found at jeffbullas.com and has spent most of his business career involved with information technologies, telecommunications and the web.
Most passionate about
What is your next step?
The second interviewee I thought you could learn a lot from about influencing came from a totally different technology. Kevin L Jackson was one of the firsts experts in the new world then, of cloud computing, let’s hear how he became an entrepreneur and an influencer in this field.
Kevin L. Jackson
Advance Technology & Business Strategy Expert
Kevin L. Jackson is a globally recognized cloud computing expert, Thought Leader, Industry Influencer and Founder/Author of the award winning “Cloud Musings” blog. He has also been recognized as a “Top 5G Influencer” (Onalytica 2019),
a “Top 1000 Tech Blogger” (Rise Social Media 2019) and provides integrated social media services to AT&T, Bosch, Ericsson and other leading companies.
As an Associate Consultant with A.T. Kearney, he provided cloud computing and cybersecurity management consulting services to the Kingdom of Saudi Arabia. Other internationally recognizable firms that have sponsored articles authored by him include Cisco, Microsoft, Citrix and IBM.
Mr. Jackson has also been featured in podcasts and online video with Dell, Intel Corporation, O’Reilly Media and National Public Radio. In May 2018 he was awarded an Information Security Leadership Award for his work in the US Federal Government Sector by the President, International Information Systems Security Certification Consortium (ISC)2.
His books include, “GovCloud: Cloud Computing for the Business of Government” (Government Training Inc., 2011), “Practical Cloud Security: A Cross Industry View” (Taylor & Francis, 2016), and “Architecting Cloud Computing Solutions” (Packt, 2018). This most recent book was selected for use by Tulane University as the textbook for their mandatory Enterprise Architecture course. Mr. Jackson also delivers online training through Pluralsight.
Becoming an influencer
Since we believe that the best way for entrepreneurs to get a fast, big, and sustainable success is by leading your (new) market category, and the entire entrepreneurial journey reminds me of mountaineering, or conquering the mountain; I want to ask you if there is a mountain you dream of climbing or a mountain you have already climbed.
The third and last interviewee to learn from how to succeed through becoming an influencer in your field is Josh Steimle. And his story is unique because first, he didn’t become an influencer until he focused on his unique advantage. And second, from his own experience Josh became really passionate about personal influencing.
Josh Steimle is an author, speaker, entrepreneur, and executive coach.
He has written over 300 articles for publications like Fortune, Time, Forbes, Inc., Mashable, TechCrunch, and Entrepreneur, and is the author of Chief Marketing Officers at Work, which was recognized in Success Magazine as one of the 5 Best Business Books of 2016.
Entrepreneur Magazine put Josh on their 50 Inspirational Entrepreneurs to Watch in 2017 list, Forbes recognized him as one of 25 Marketing Influencers To Watch In 2017, and he was ranked #7 on Richtopia’s list of Top 100 Most Influential CMOs.
Josh lives on a farm near Boston with his wife, two children, and 27 horses, and is an avid reader, trail runner, triathlete, and skateboarder.
Josh most passionate about personal influence
We heard Jeff, Kevin and Josh telling their part of becoming an influencers. It didn’t happen to them because they looked how to be recognized as an influencer. It happen because anyone of them found his unique voice through focusing on what they were really good at and passionate about. This was where they chose to focus and then, each of them started to speak in the name of their new market category or field.
How to become the influencer of your new market?
Now, you should start producing content, to teach and educate your target audience around your unique field of business:
Examples for contact creation:
The last part of writing about becoming an influencer is the part about consistency.
When I talk about consistency, I refer to two elements - the first is the importance of creating some kind of similarity between the different content. If we want to create an impact, people need to be able to recognize you.
The other kind of consistency is the kind Mark Schaefer talks about and this is the ability of keep going.
Trevor Crane, whom I interviewed on another podcast show, talked about consistency when I asked him about his key success factor:
Becoming an influencer in your field of expertise is a great opportunity to multiply your chances to succeed.
Those who succeed are those who become an influencer and make a change.
Those who succeed most makes an impact on their world
The best way to connect with Jeff
The best ways to connect with Kevin
The best way to connect with Joshua: