About this item
A fundamental paradigm shift has occurred in marketing and branding. Today the most successful CEOs, executives, entrepreneurs and enterprises set their sites on developing a long-term platform instead of a short-term strategy that supports and builds buzz for their personal or business brand. That s really the key to the new business mindset the recognition that branding and marketing are an ongoing, steady stream of small efforts, not a series of gigantic pushes. Social media, blogging and other business development activities both online and off are about the persistent, ongoing process of building a platform, creating credibility and increasing the number of people that you funnel into your potential client and network pipeline. Converting those people into clients or fans may take a month, a year or two years, but the new mindset leads you to strategies that will keep that pipeline full.
About the Author
Biography: Karen LelandKaren Leland is the President of Sterling Marketing Group, where she helps CEOs, entrepreneurs, small businesses and Fortune 1000 companies build stronger personal, business and team brands using a strategic and comprehensive approach that integrates business development, branding, content/Internet marketing, public relations and social media. Karen has worked throughout the United States and over 50 countries in Europe, Asia and South America with a highly diverse group of industries. Her clients have included: * Apple Computer* LinkedIn* Twitter* Cisco* AT&T* Oracle* Avis Car Rental* Johnson & Johnson* Bank of America* Sprint * XeroxDrawing on 25 years of consulting experience, Karen takes a systems approach to help her clients effectively navigate the wired world of today's business landscape while powerfully communicating their messages to the public, potential customers and media.Best-Selling Author: Karen Leland is the best-selling author of nine books, which have sold over 350,000 copies and been translated into ten other languages including German, Spanish and Korean. She has written more than 200 articles on business, food, travel, health and lifestyle for a wide variety of magazines, newspapers and blogs, including: * Forbes.com * Self* Woman's Day* Inc. Magazine* The Los Angeles Times* Entrepreneur.com* The Christian Science Monitor* Hemispheres * More.com* Sheknows.com * realsimple.com In addition, Karen has written book proposals, e-books, training advertorials, catalog copy, blogs and marketing and public relations materials for a variety of small businesses and Fortune 500 companies including: Lufthansa Airlines, Marriott Hotels, Banana Republic, American Express and others. She has ghostwritten blogs, e-books and book manuscripts for a wide variety of experts and enterprising clients. Media Guest and Expert: Karen is a frequent on-air expert on business communications, personal productivity and marketing for radio and television and has been interviewed by: * The Today Show* CNN, * Bloomberg* Oprah * CNBC * NPR She previously wrote segments and conducted on-camera interviews as a freelance reporter for Comcast. Keynote Speaker and Spokesperson: Karen is an international keynote speaker for a wide range of conferences and organizations, including: * The American Management Association* The American Society of Consumer Affairs Professionals* The Bakersfield Business Conference* The Direct Marketing Association * The Young Presidents Organization* Harvard * Stanford * TEDx Yale.In addition, Karen has been hired as a spokesperson for IBM, Apple Computer, Bank of America, John Hancock and more. Ms. Leland's spokesperson projects on behalf of her clients have involved giving keynote speeches, workshops and radio and television interviews, presenting at trade shows and conferences and meeting with members of the press.Artist and Actor: In addition to her work in the business world, Karen has a lifelong
