Aug. 21, 2024
Unlocking Business Success with Dr. Tashana Thompson: Harnessing Relationship Marketing, Crafting Compelling Stories, and Building a Solid Brand Identity
Ever wondered how to turn personal connections into powerful marketing tools? Tune in as we sit down with Dr. Tashana Thompson, a veteran marketing and visibility strategist with over two decades of experience. Dr. Thompson shares her journey of founding Beyond Business Solutions in 2007 and her transformative approach to visibility and relationship marketing. Discover how she helps small businesses thrive even in challenging times like the recession and COVID-19, using personalized and relationship-driven strategies.
This episode is packed with practical insights into the importance of storytelling and brand identity. Dr. Thompson explains how crafting a compelling origin story, much like Oprah and Tabitha Brown, can create lasting bonds with your audience. We also explore why establishing a brand identity is crucial before focusing on visual elements like logos and websites. Learn how simple acts of gratitude, such as handwritten thank-you notes and thoughtful gifts, can significantly impact your business relationships. Join us for an episode filled with actionable strategies and inspiring stories from Dr. Tashana Thompson.
Contact Dr. Tashana Thompson
tashana@beyondsolutions.biz
https://beyondsolutions.biz/
https://www.linkedin.com/company/beyond-business-solutions/
This episode is packed with practical insights into the importance of storytelling and brand identity. Dr. Thompson explains how crafting a compelling origin story, much like Oprah and Tabitha Brown, can create lasting bonds with your audience. We also explore why establishing a brand identity is crucial before focusing on visual elements like logos and websites. Learn how simple acts of gratitude, such as handwritten thank-you notes and thoughtful gifts, can significantly impact your business relationships. Join us for an episode filled with actionable strategies and inspiring stories from Dr. Tashana Thompson.
Contact Dr. Tashana Thompson
tashana@beyondsolutions.biz
https://beyondsolutions.biz/
https://www.linkedin.com/company/beyond-business-solutions/
Stay tuned for the next episode of Ready Set Collaborate with Wanda Pearson. Subscribe - Follow and Like Ready Set Collaborate with Wanda Pearson
00:00 - Building Collaborative Marketing Strategies
16:07 - Creating Brand Identity and Relationships
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Welcome to Ready Set Collaborate podcast with Rhonda Pearson, where we will dive deep into the world of networking, collaboration and partnership, unlocking the secrets to a successful team working within innovation.
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Tune in to Ready.
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Set Collaborate podcast on a journey towards achieving your goals with host Wanda Pearson.
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Welcome to the Ready Set Collaborate podcast with Wanda Pearson the Art of Marketing Strategy series.
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Today I want to speak life into someone who has been a cornerstone in the journey of this podcast, my marketing manager, diane Freeman, the sponsor of the Ready Set Collaborate podcast, isn't just a guiding star in the vogue of our brands, but a beacon that cultivator watering, nurturing and believing, sometimes even more fiercely than I did, in our ability to unite small businesses with intention of growth and shouting them out to the world.
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She is the maestro behind the melody that is Ready Set Collaborate.
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It speaks to the readiness to take in new challenges, the preparedness to set sights on higher peaks and the underlining spirit of a collaboration that fuels genuine success.
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She is passionate about helping entrepreneurs get to the goal of excellent clients through the marketing maze.
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Check her out at her website, bseesocialmediacom that's spelled with a B-E like a B seen S-E-E-N socialmediacom, or find her on social media at bseenssocialmedia Diane Freeman.
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Thank you, diane, for being a sponsor to this podcast series for the Art of Marketing Strategies and I want to thank you.
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So make sure everyone please subscribe, follow and share and like on all podcast platforms Spotify, apple Podcasts and more.
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The Ready Set Collaborate with Wanda Pearson.
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Now let's get on to the show.
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Thank you, welcome.
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Welcome to the Ready Set Collaborate podcast with Wanda Pearson and my guest, tashana Thompson.
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I'm so excited to have her on our show and we're going to talk about the strategy of marketing.
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But first, tashana, say hi to the audience.
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Hello, I'm so excited to be here.
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Thank you for having me, wanda, oh, absolutely, absolutely.
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You definitely was on my list to talk to, but you are definitely a person that actually needs to share all of her information, tips, strategies of marketing, because I heard you're the best in marketing.
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So we're going to talk about all of that.
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So, no, thank you so much for having me having you.
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I'm saying having me having you on the show.
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We're both on the show, right?
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Absolutely.
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Let me talk a little bit about oh, I'm sorry, dr Tashana Thompson.
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You go, girl Doctor, you?
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Yes.
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She's a distinguished marketing and visibility strategist with over 20 years of experience.
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She focuses her expertise on assisting women-led small businesses and nonprofits, and she is dedicated to empowering female leaders to transform both their professional and personal spheres.
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Dr Thompson holds a bachelor's degree in business administration, an MBA with dual specializations in marketing and human resources and an honorary PhD in business and Christian leadership.
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I love it, tashaun.
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I am so proud of you.
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I am so proud of you, I am so proud of you.
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Thank you, please don't feel like you have to read all that.
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That's enough.
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Okay, you want me to leave it there, but you're going to tell us a little bit about you, but I'm going to read the last paragraph.
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So my passion for transformative visibility, Dr Thompson, founded Beyond Business Solutions 17 years ago.
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This founded Beyond Business Solutions 17 years ago.
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This full-service branding and marketing agency stands out by working closely with us I'm sorry with its clients as a fundamental part of their teams, providing customized strategies that deliver significant results, specifically catering to the needs of women-led entities.
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I think I had to say that, yes, your business is beyond business solutions.
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So, 17 years ago, girl, I am so proud of you.
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So welcome to the Ready Set Collaborate podcast, Shoshana.
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So tell a little bit that I didn't talk about yourself.
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Tell me about yourself and how you got started in your business.
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Oh Lordy.
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So I started my business back in 2007 at the height of the recession God blesses babes and fools and really from a standpoint of two areas of my life one, trying to create some real freedom for myself, I was in a role that I was miserable in and it was impacting my mental and physical health.
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And secondly, in that role, it allowed me to work with small businesses and I really saw a need for helping small businesses with marketing and branding.
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I saw a lot of businesses that were great at whatever they do I'm a great accountant, I'm a great consultant but I do not know how to market myself and I saw those businesses, by and large, closing, struggling because they could not figure out how to bring in clients, how to be visible.
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So that is really where Beyond Business Solutions was birthed, both personal creating personal freedom for myself and helping people that were really in need that were small businesses.
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That's awesome.
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You said it all.
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That is great and really we all need it, because especially, I'm sure, during COVID, that even was even more Absolutely.
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Absolutely.
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So let me ask you something.
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So can you describe your overall marketing strategy?
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How can you, how do you marketing?
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Sure, sure.
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I am a relationship marketer, so I'm all about building relationships with people and letting them get an inkling into my heart and how I move in the world, not just as a business owner, but as a wife, as a mother, as a daughter, and I think that relatability is what connects people.
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People are looking for relationship right, and that's what COVID taught us too.
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There are a million marketers.
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I have been blessed to do some amazing work but there are thousands and thousands of Tashanas that are doing really good work right and some that aren't doing great work For me.
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it's really how do I connect with people, the right people, and show them pieces of my personality through my content and love on them that they want to do business with me and that they want to refer business to me.
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So that is really the top of my strategy.
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That's how I move through the world.
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That's how I move through the world.
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No-transcript.
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Absolutely.
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So many people are so transactional and, wanda, if you don't have nothing to offer me today, I don't have no time for you.
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And it's really, and it's really so sad because not that we can make time for everybody, but in spots we really do need to be selective and say, hey, I really like you, how can I support you and not be so focused on what is in it for me?
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And that's one of those things that's often missed.
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Yeah, it really is, because, with me doing Legal Shield, I came in there and people saw I'm an educator, I empower, and that's what it's about educating and empowering people and they saw how different I was from other Legal Shield reps.
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And they come to me and they refer me, just like with you.
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They probably refer you because they know, tashaun, it's not just about the money, it's about how can I help you.
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I do to help you and your business, right, yeah, so what are the primary goals of your marketing efforts?
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Connection first.
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So I'm looking to top of funnel, bring awareness, have people know who I am and know who my team is.
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I'm blessed to work with a team of ladies that support me in BBS and really that awareness and education how can I educate you to have you think about marketing and branding in a new way and challenge you to put yourself out there?
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Because the reason why I've decided in the last three to five years to really start working primarily with women-led organizations is because we have special challenges when it comes to marketing ourselves.
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That's a big part of my effort too.
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Like how do I help these brilliant women shine?
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So those are things that are really the goals of my marketing effort.
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Like how do I get you to know who we are?
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Yeah, how do I educate you about why you may need us?
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And just continue to build that community, build that relationship, create opportunities for connection.
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How many times can I touch you through my marketing?
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Those are the types of things that I'm concerned with.
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That's awesome and that is so true.
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Everything you said is what I'm about to out there and seeing what we can do, audience plays.
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So I spend a lot of time on LinkedIn.
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I email my list probably three times or better a week.
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Investment for education and people come into that group and they're able to hear from me speaking on a specific topic and resources.
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I give resources, I give a giveaway and it's a fun time to connect.
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There's several things that we're doing to really connect with folks.
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That's awesome, so I got to join that, and I do get your news letter get your blues letter.
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Just, you know, get them.
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And very uh, recently this year I started doing a bi-monthly magazine too.
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Okay, wish I had it on my desk.
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Okay, but I do a business, oh, I do a business in action magazine, okay that's awesome my referral partners, current and past clients.
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So there's just things that are in my marketing mix, because we all need a marketing mix.
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Yeah, that are really important to me.
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That's awesome.
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And LinkedIn when I was in corporate, they made us go on LinkedIn to update our skills.
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I didn't know nothing about no LinkedIn.
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I was like even like learning how to say it or spell it.
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I realized, when you're in business, that's what a business people are Absolutely.
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I realize, when you're in business, that's what a business people are, absolutely.
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We offer services right.
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So you're right, that's what you got to offer your services.
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So you want to speak where the people that could actually afford your services.
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Absolutely, absolutely.
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And you don't even know.
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My first marketing strategy was actually was on Pinterest.
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I didn't know what the heck I was doing on Pinterest, but as do my education.
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I always get on like different classes, uh, in the beginning of the year to continue to educate myself.
00:12:05.104 --> 00:12:06.852
But they said Pinterest is a good.
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I said, oh, I didn't know I was doing Pinterest.
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Yeah, I had no idea, so I just put stuff on there.
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I didn't know what I was doing.
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And what's the other one?
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it's another one out there that I started with and there's so much that you can do, but what can we do?
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Yes, where is our audience?
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Yeah your audience is not.
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It depends on your audience and it also depends on what you can do.
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Well, if you're not a person that's super, you know comfortable making video, a ton of video, and it's maybe not be the place for you yeah yeah, I'm of the belief you can make money anywhere, but I also understand that these social media platforms are in business to make money.
00:12:51.110 --> 00:12:55.739
Oh yeah, oh yeah exactly, yeah, it's changing meta something.
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I was like okay, yeah, the thing is that those of us, if you're not looking to spend money on ads, we have seen in the last several years reach, organic reach is hard.
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It's an upward battle right and reaching less than 5% of your people that are actually following you Absolutely On your thread.
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On your thread.
00:13:20.971 --> 00:13:23.731
You can your thread exactly and referring on instagram.
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You don't know none of these people I know right, and there's actually something that you have to tap to see your following, like I'm following these people.
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Let me see this.
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Yeah, it's going to feed you, okay, whatever.
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So we don't own social media.
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That's why I'm a big proponent for email marketing.
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Okay, okay, because we own our list.
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That's great.
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That's great.
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And also the hashtags when you hashtag the different groups and stuff.
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That actually helps you too on that.
00:13:51.394 --> 00:13:57.285
So let me ask you another question Sure, so what role does content marketing play in your overall strategy?
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We were talking about content, so how does that play in there?
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Content is king.
00:14:00.947 --> 00:14:10.075
Content, well, look, I'll say king and queen and I'll go one step further Video content, specifically, is king.
00:14:10.075 --> 00:14:17.441
So having a really solid content strategy that has a good mix I've taught about this for years the three E's right.
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Content that is educational, engaging and entertaining right.
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So we want to be using those three E's and mix up our content so that it's really substantial, that's great.
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Say those three E's again.
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Educational, engaging, entertaining.
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We don't want to be boring, people will scroll right past, but we also have to be offering some substance and education and getting people to understand.
00:14:47.232 --> 00:14:51.285
What are you doing, yeah, but what are you offering?
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And that take that can take some time yeah, exactly, exactly.
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I'm glad you said that.
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That's it.
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Look people, that's some good tips that to shine us out putting out here.
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So what about your branding?
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How consistent are you with your branding messaging across the different channels?
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yeah, it's so important to be really consistent and to first know what your brand archetype is.
00:15:13.307 --> 00:15:15.474
It's so, um interesting.
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I do a messaging uh vip day and it's so interesting to me how many people have been in business for a very long time and don't even know their brand archetype.
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They haven't identified brand stories, they don't have an origin story and that's really the baseline of our content.
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So we need to figure those things out and have a really solid messaging branding and messaging strategy before we start putting content out to the world.
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What is it based on?
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So that is at the forefront of like how I work and it typically when a client comes into me, that's like the first after discovery.
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We go into a messaging VIP day and we really get solid on who is this brand, who are we talking to?
00:16:02.958 --> 00:16:04.681
How do we want to show up?
00:16:04.681 --> 00:16:06.750
What is the voice, what's the tone?
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What are some stories that we can use to resonate?
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I always give an example of Oprah and Tabitha Brown, who I'm crazy about right now, which she's a vegan influencer, if you don't know.
00:16:19.210 --> 00:16:21.052
But how?
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Oprah?
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Through the entirety of her career, she was telling one story, her origin story.
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Poor girl came from abuse and has grown through these ranks and has created this crazy, crazy billionaire success.
00:16:39.456 --> 00:16:41.172
But you know that origin story.
00:16:41.172 --> 00:16:51.957
You don't have to wonder who is she, she come from, how did she and the same with Tabitha Brown being sick, losing her mother, chronic illness, going vegan?
00:16:51.957 --> 00:16:56.956
Like if you are in their stratosphere, you know these stories.
00:16:56.956 --> 00:17:08.376
Yeah, we as small business owners have to be creating the same stories and telling them over and over and over again, the same way that these big influencers do?
00:17:08.557 --> 00:17:10.166
Yeah, absolutely.
00:17:10.166 --> 00:17:13.596
And I'm like that Oprah story Everything she is.
00:17:13.596 --> 00:17:15.327
What she went through I went through and it was funny.
00:17:15.327 --> 00:17:18.465
When I started my podcast I said I'm going to be just like Oprah.
00:17:18.465 --> 00:17:20.349
Now I haven't got like Oprah yet.
00:17:20.349 --> 00:17:23.678
I would like to be a billionaire too, but it takes time.
00:17:23.924 --> 00:17:25.250
Yeah, you're going to be just like Wanda.
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I want to be just like Tashana, I know just like myself.
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Yeah, I could take a tad of Oprah's money.
00:17:32.372 --> 00:17:34.477
That's what I'm saying.
00:17:34.477 --> 00:17:37.006
Just give me a little bit of it, I don't got to take all of it.
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No, I got to take all of it.
00:17:39.148 --> 00:17:41.090
That's a few million.
00:17:41.090 --> 00:17:47.078
It's so important and having a brand that you know I'm a very I like pretty things.
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I like things that are aesthetically pleasing and I believe that really taking the time to first develop the messaging and the brand identity and then going into the assets, the logo, the website, the pretty stuff but the pretty stuff does not matter.
00:18:04.113 --> 00:18:19.976
I want to be clear unless we do the brand identity work first, because otherwise you're just creating pretty that doesn't resonate Because, depending on your brand archetype, it would determine what type and brand archetype, the personality of this brand.
00:18:19.996 --> 00:18:20.778
How do you show up?
00:18:20.778 --> 00:18:26.480
Are you showing up as someone who's providing a sage, it's wisdom, a caregiver?
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You're just taking care of people, loving on them.
00:18:28.446 --> 00:18:33.728
Are you showing up as a magician which is how I show up in my business transforming brands?
00:18:33.728 --> 00:18:37.857
But if we don't know how we're supposed to show up, that also guides color.
00:18:37.857 --> 00:18:46.451
So if you go into just oh, purple, I'm gonna choose purple, yeah, we can do that and most times nobody notices.
00:18:46.451 --> 00:18:56.997
Yeah, but if it is not in alignment with the psych, the color psychology of what that brand is supposed to make people feel, there can be a disconnect.
00:18:56.997 --> 00:18:58.407
Um, I like pretty things.
00:18:58.488 --> 00:19:11.422
I hate when and you can tell when you have quality branding versus not yeah, and that really makes sense and actually my my first guest on was actually my daughter, who created my WD Pearson Associates, and my son-in-law.
00:19:11.422 --> 00:19:17.906
They do my website, but they give you a whole long list of things that they ask you about your brand, what do you want to say when?
00:19:17.967 --> 00:19:18.086
I.
00:19:18.086 --> 00:19:20.673
When I first got out there, people start knew me as purple.
00:19:20.673 --> 00:19:21.776
Wanda loves purple.
00:19:21.776 --> 00:19:23.799
Yeah, all of my purses are purple.
00:19:23.799 --> 00:19:24.962
That's because her hair was.
00:19:24.962 --> 00:19:28.093
It's all purple, so yeah, and then I had to change my color.
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I like yellow, I like red, I like pink.
00:19:30.461 --> 00:19:32.608
I like different colors, but I'm known as purple.
00:19:32.608 --> 00:19:34.073
But no, that makes a lot of sense.
00:19:34.073 --> 00:19:41.259
So with winding down, but I want to ask you about the power of building relationships and showing gratitude in your business.
00:19:41.259 --> 00:19:42.300
Tell us about that.
00:19:43.063 --> 00:19:43.865
I love this topic.
00:19:43.865 --> 00:19:50.199
Listen, my mother was my first teacher about building relationships and saying thank you.
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Like the simple things, right, the simple manners that we somehow many people come to business and forget.
00:19:57.336 --> 00:20:00.611
But a simple thank you can take you.
00:20:00.611 --> 00:20:02.875
So you so far as simple.
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I have it on my desk at all times.
00:20:05.448 --> 00:20:07.311
Look, I'll show you right here.
00:20:07.311 --> 00:20:08.535
We'll call her.
00:20:08.535 --> 00:20:14.855
Yeah, I can sit here and write out a thing and pop it in the mail that I can send an email.
00:20:14.855 --> 00:20:18.249
I can send a text, but I love a handwritten thank you note.
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It makes all the difference.
00:20:20.012 --> 00:20:29.375
I just spoke about this a week or so ago on my coffee with Tashana, like how do we really take time to do the little things?
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Back to the fundamentals of business.
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Remember when business was a handshake yes, a handwritten card, and like those little things that and people still care about that.
00:20:41.016 --> 00:20:44.269
They'll make you believe they want everything via email.
00:20:44.269 --> 00:20:48.298
But recently I love sending my clients gifts.
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I wish I had more money.
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I can do it all the time, but I do find time to do it in certain spots and there's one client in particular that has been with me for a long time.
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She's referred hundreds of thousands of dollars of business at this point like a ton of business and she was, something was going on and I just sent her a thank you note and a little gift and she posted that on LinkedIn.
00:21:15.856 --> 00:21:20.407
I wasn't looking for her to do that, but that's how much it meant to her.
00:21:20.934 --> 00:21:23.780
Yes, yes, we forget about that.
00:21:23.780 --> 00:21:27.457
Thoughtfulness is, and I tell you, and you're absolutely right, yes, we forget about that.
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