Speaker Spotlight Series

Michele Lawson knows what it’s like to find freedom – the kind of freedom that comes from working for yourself. She’s built her business on helping businesses translate their personal and business brands into online writing and marketing. You can tap into her expertise at the Digital Marketing for Business conference in her session, 5 Biggest Branding Mistakes for Small Biz.

We asked Michele a few questions so that we could get to know her better.

How did you get into your current field?

I have a huge interest in business branding and marketing but my passion has always been writing.

After working for 30 years of working for others I decided it was time to take the leap and become my own boss. I began as a content writer for businesses in order to to help them drive consumers to their website and social media platforms. After 100% of my clients asked me to expand my role into brand marketing, it became apparent that I needed to merge my two loves… writing and business branding.

Over time, I have noticed a trend in challenges that small business owners have when it comes to social media and online marketing. That is why I was so excited to bring my presentation, 5 Biggest Branding Mistakes for Small Biz to the Digital Marketing for Business 2014 attendees.

What is your favorite thing about your current job/business/line of work?

Professionally, I love showing people how small tweaks to their current online activity can make a big difference in their brands presence.

From my clients who want to learn to manage their own business online to my clients who enlist my online management services, all get that same sigh of relief when they find out just how easy it can be.

Personally, being a freelancer means I can work with people who I truly enjoy working with, I can manage my time in order to be professionally successful as well as have a quality personal life. I also love to learn new things and I am constantly curious so the ever changing world of social media is always intriguing to me.

Do you have any specialty areas or pet peeves you’d like to share?

I have two, and while I wouldn’t necessarily call them “pet peeves” – I will call them client challenges.

The first is something we have all had experience with and it is the “shiny item” syndrome. With branding it is important to follow through with your marketing plan and stick to it long enough for it to gain momentum. All too often, businesses want immediate results and when they don’t get them they move on to the next shiny object. This leaves a business putting way too many irons in the fire and not leaving any of them long enough to make their business HOT!

The other is what I call “All eggs in one basket” syndrome. This is when a client is certain that there is only one way to introduce consumers to their business. By using only one method of marketing, a business is only attracting one small segment of their target audience. Over the years, I have had experience with both types of client “challenges” and have been successful in educating clients so that they become more aware and begin to nurture a stronger brand image.

What is the most important thing an attendee will learn from your session?

The session title “5 Biggest Branding Mistakes for Small Biz says” it all! Any attendee who feels that there is something in their business that is just not clicking… that they are just not getting the results that they want from some of their current marketing strategies… will love learning what the top 5 mistakes are and will also be very relived to know that most are a very easy fix.

They will leave with tips that they can implement as soon as they return home. We will address the top 5 components of their online presence that drive consumers to their website: Facebook, Google+, Twitter, LinkedIn and Pinterest. Attendees will learn how to make their business a go-to resource!

What is the best piece of advice you ever received and from whom?

“Everything in life is obtainable.”

My own father passed away when I was a very young child. My father-in-law was the biggest male influence that I ever had in my life. When he saw something he wanted – he went after it. He taught his three children (four if you count me) to do the same. Any accomplishment, dream or goal…. it didn’t matter. If you wanted it badly enough you would find a way to get it. The only limitations that you have are the ones you create yourself.

My father-in-law passed away many years ago and while not a day goes by that I do not miss him, his message lives in me always.

Is there anything else you would like attendees to know?

I believe that one of the most brilliant businessmen in the world was Walt Disney.

I once heard a story about Walt Disney’s son and a reporter. The reporter asked the son about his sadness over the fact that Walt never got to see Disney World since he passed away before it opened. The son replied, “That is where you are wrong…he saw it….that is why you see it today!”

Of course, the son was talking about the vision Walt Disney had for his business. He saw his dreams, lived his dreams and then worked to turn them into reality. But Walt also knew that he was only one part of his success….”You can design and create, and build the most wonderful place in the world. But it takes people to make the dream a reality.” -Walt Disney

Michele is an inspired digital marketer who follows her passion. Let her inspire you during 5 Biggest Branding Mistakes for Small Biz. You can attend Michele’s session at 10 am on Wednesday in the Small Biz track at Digital Marketing for Business 2014.