My new business, Moja, is coming up to its first birthday. As this is my second time launching a business, it’s been fun being back in start-up mode and also working in a new industry. One of the great things about moving into a new industry is that you have more limited knowledge of the norms and expectations so can be creative in your approach.
Moja works with entrepreneurs and senior executives to raise their personal profiles which gets them known in their industry and beyond. The benefit of raising your profile is it makes sales much easier and attracts fun opportunities. It worked for me in my first business and now the Moja team do this on scale for other business leaders.
While in my previous business, I made an angel investment in a scorecard marketing company called Scoreapp. A scorecard is like a quiz but rather than just a bit of fun that returns no value, scorecard marketing uses the data collected to instantly provide useful insights to the person completing it. In turn, this makes it an incredible lead magnet as not only does it provide the lead with valuable insights, but you get lots of data which allows you to tailor your sales approach effectively.
I was attracted to this investment as I could see a massive potential in scorecard marketing – because of this data driven approach, it provides value for both the business hosting the scorecard and the individual completing it.
Fast forward to the new business and I was ready to incorporate the approach myself. We use the tool to let prospects assess where their profile is currently. We designed our own bespoke quiz based around the services we offer at Moja. Our quiz breaks down each area of prospects’ profiles, including Media & Press, Online Presence, and Awards & Recognition, giving them a score for each area, along with tips on how to improve. It is quick to do and engaging and we get so many comments from clients saying they enjoyed completing it. They can either opt in to our mailing list or choose to have a call to chat through their results which makes it a great lead generation tool. This approach was invaluable when we launched the business as it gave us somewhere to direct prospects to which helped them to understand our offer and work out if there was a synergy.
What’s more, we’ve since used the sections of our quiz in other ways. These headings have shaped our new YouTube channel as we have created content that fits neatly under each section which feels slick. We created longer video masterclasses, then have split these into shorter lessons and short form video for social media. This gives us opportunities to drive people to complete the scorecard after watching the videos.
I’m writing a new book this year linked to each of the sections so this will create more useful content that feels coherent alongside the scorecard and YouTube channel. Whenever we are asked to write guest articles or contribute to a webinar or podcast, it again fits neatly under one of these areas.
There aren’t many competitors in our field. And actually, what even is our field? Some people describe us as a marketing agency, some as PR and other personal branding. We
don’t use any labels and allow clients and prospects to refer to us in any which way that makes sense to them. This all encapsulates our personalised approach where we only give each client what they individually need to raise their personal profile. The competitors we have found haven’t leveraged the power of scorecard marketing so we feel this gives us an edge. It allows us to understand our clients on a deeper level, assess their priorities, and provides a benchmark for the work we do to raise their profiles.
Hopefully you are convinced by the benefits I’ve highlighted and you are tempted to see how scorecard marketing might work in your business. My advice would certainly be to try it out and be creative in how you use it. We have been able to adapt the software to use in other ways – to get feedback from clients for example and as an onboarding service for some of our packages.
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