Chanelle Yarber’s Post

"My marketing isn't working." Ever heard this from clients? This is one of the FIRST things business leaders say when they reach out to me for help. When I ask what EXACTLY isn't working, they can never seem to articulate it. But they can always tell me what they THINK they need. Before diving into tactics, dig deeper and see if your marketing efforts are truly paying off. Our latest article dives into how to measure and improve your marketing ROI with real-life examples and cutting-edge tools. Discover how to get a holistic view, focus on long-term relationships, and stop the guesswork. Ready to transform your marketing? Let's GO! https://lnkd.in/gETMxwKu #MarketingROI #BusinessGrowth #DigitalMarketing

This week, the women of Alpha Kappa Alpha are taking over the city of Dallas for our 71st Boule. 25,000+ women from across the country and around the world are here to unite in the spirit of sisterhood and service. We've broken a Guinness world record for packing the most hygiene kits in one hour and packed thousands of Childhood Hunger Initiative Power Packs for children facing food insecurity in Dallas Independent School District. I'm proud of the work we're doing and our leadership. Dallas area chapters hosted, and if you know an AKA in this area we have worked HARD for over a year to make this happen. Much of what we do never sees a resume, but we are multi-skilled far beyond what our career paths indicate. We are volunteer fundraisers, organizers, event planners, technology consultants, financial managers, logistics coordinators, business negotiators, project managers, public speakers, writers, and public relations consultants, just to name a few. So when you see us or have the chance to work with or hire us, know that we're battle-tested and come with a heart of service. 🩷💚

Marketing is marketing. Sales is sales. Marketing meets sales when awareness and consideration from the right audience cross paths with the right timing and opportunity. You can come on LinkedIn all day long and shout about what you sell, but the majority of your target audience is out of market and not ready to buy when they come across your messages. That's why they ignore you. They simply do not care. It is your job as the marketer to make them care. Or at least make them aware enough so that when they finally do have a reason to care about your solution, they remember you. GOOD NEWS: There are ways to track buying signals to narrow your outreach to those who are in market and ready to buy. This allows you not to waste time and energy (then complain to me that your marketing isn't working). However, you still have to have built enough awareness over time to be in their consideration. Otherwise, you're going to be ignored yet again. Why? Because most people already have an idea of where to go for what they need when the time to buy arises. THIS is why you have to be consistent. Who cares if you have the solution to all of the world's problems if nobody knows you have it or where to find you when they need it?

I'm about to make some marketing folks mad with this one. But you don't always have to have solid data to make informed marketing decisions. Sometimes, you just KNOW based on experience. Some of my BEST campaigns have pushed the envelope because they weren't based on something that had been done before. I had an idea, something inspired me, I wanted to try it, and I created my own data sets as I proceeded. This isn't to say data isn't ever necessary. It is. I knew what to typically expect of my email open rates (data). I knew a range of what the campaign could potentially garner in sales (data). I knew what signals to look for to tell if the campaign was going off the rails or underperforming (data). But NOT making a choice to move ahead or chart an uncharted path because no one had any solid numbers to prove the validity of the decisions isn't always an option. Sometimes, you have to take an educated risk. Other times, you may need to sit this one out. This is why seasoned marketers are needed. We have enough experience to make informed decisions that don't always rely on a full dashboard of numbers. Instinct and past experience fill the gaps inexperience leaves. I know you may be in a time crunch and want to rush ahead. Or maybe you're trying to prove a case for yourself with a standout project and your marketing leader is advising you to do something different. But don't minimize their expertise just because you're hellbent on your own ideas. We know what we're talking about. Most of the times the numbers are just there to prove what we already knew.

This one is especially for the ladies who limit their career growth because they think they have to have every qualification and check every box. Be like JJ!!

My goal is to buy and invest my way out of a job. This was my response when asked what my long-term goals were. Remember the book "Rich Dad, Poor Dad'? It was like required reading in the early 2000s. In the book, Robert Kiyosaki outlined the cashflow quadrants - Employee, Self-Employed, Business Owner, Investor. I've been in each of the quadrants at some phase of my life. But I don't believe we are meant to exchange time for money our entire lives. Be fruitful. MULTIPLY. Replenish. You can't multiply your time to multiply your money unless you use LEVERAGE, which is talked about in the book. Leverage can be relationships/human capital, interest-bearing investments, systems, real estate, etc. Any way you shift from the left side of the quadrant to the right side to go from time = money to money/relationships/systems = money How are you leveraging your time to create financial freedom? Are you where you want to be in the quadrant? WHO is stopping you from getting there, if not? WHO do you need to know? Collaborate with? Learn from?

Let's remember WHY June 19, 1865 is important and the true cost of Freedom. As I reflect on Juneteenth, I'm reminded of the hardships that my ancestors endured. I think of how they were used as commodities, much like horses and cattle. They were property. This great American experiment was built on the backs of Black Americans who never asked to come here, and were never paid for their very LIVES. Til this day, the mere thought of paying reparations to Black American descendants of chattel slavery is scoffed at and mocked. But we got a holiday and an extra day off work. I'm sure my ancestors would have appreciated the rest. I certainly appreciate the day off too. But in 2024, we are still fighting to have our history acknowledged and atoned. Yes, Happy Juneteenth! I'm grateful for June 19, 1865. No, we have not done nearly enough to repair the greatest stain of this land. Yes, take the time to commemorate the day. No, do not prop it up for capitalistic use or performative actions that insulate you from being accountable for systemic inequalities. Yes, we are glad it is a federal holiday. No, we haven't forgotten all of the many ways our people have been mistreated for centuries just because the day is being acknowledged. Freedom isn't free. Thank you to those who paid the price with their bodies and their lives.

It's a tad shallow to expect everyone to know you while you don't know them. But this is how a lot of businesses are going to market. They're screaming "look at me" and "look what I can do" instead of asking Who are YOU? What matters to YOU? How can I help YOU? Nowadays, customers expect personalized and seamless experiences at every touchpoint. CEOs and business owners have to leverage advanced strategies and technologies or risk being ignored. Here's how: 1. Understand your audience. Create detailed customer personas by analyzing their needs, behaviors, and preferences. And don't be so afraid of risking your authority that you don't simply ASK them what they need and want from you. It might actually win you some brand loyalty for caring. 2. Leverage data and tech. Use customer data to tailor your marketing messages and experiences. AI and automation can help you personalize at scale by analyzing customer behavior and predicting future preferences, enabling you to deliver highly relevant content. 3. Go omnichannel. Make sure your customers have a seamless experience across all touchpoints, from your website to social media and in-store interactions. Be consistent wherever they may find you. 4. Be human. Never underestimate the power of 1:1 interactions and exceptional customer service. Human touchpoints, such as personalized emails or one-on-one customer service, build trust and foster long-lasting relationships. People do business with people. What technology + human tactics are you using to stay connected and relevant with your target audience?

HAPPY MONDAY GOOD PEOPLE!! I remember I used to HATE Mondays. Sunday brought on anxiety as I thought about starting the next work week. Now, I look forward to them. Mondays are a chance for a new start. New opportunities. New mindset. This week, I am looking forward to... JUNETEENTH Learning more about SW Graduate School of Banking from my peers and colleagues who have attended Meeting with a property restoration SaaS startup CEO to dig into investment opportunities Playing golf with some of my sorors What are you looking forward to this week?