TGB - Ep. 23 - The Art of Creating A Digital Footprint and Why You Need To Do It Now with Marketing Expert Melanie Borden
In this episode, Melanie shares how, as VP of Marketing for a luxury automotive group, she launched her idea to leverage social media, not just as a company, but for the personal brands of those on the sales team, by creating and hosting a Social Media Workshop to provide the tools, know-how and ideas they would need to create their own social media brand. After struggling with buy-in from the team, Melanie found the two main reasons professionals are often hesitant to create a personal presence on social: 1.) Fear and 2.) Lack of know-how & confidence. In true leadership style, Melanie decided to walk the talk and set out on her own personal brand journey in social media marketing to be an example for and encouragement to her team. Then the pandemic hit and 90% of the staff at her dealership were laid off. That was when Melanie decided she needed to go all-in on her personal brand, so that, in the event that she, too, found herself unemployed, she would have a professional digital footprint and brand, not just in her industry, but as a powerful presence on platforms like LinkedIn. Melanie employed her three critical pillars: having a strategy, providing value-added content, and being consistent. It paid off - in about a year, she went from 3,000 followers to 89,000! She keeps it real by admitting the amount of work and time involved (it's a full-time job) and that success doesn't happen overnight; you have to commit to the long-haul, create a routine and be fully committed to reap the benefits. Melanie shares the struggles many of us faced when the pandemic hit - of becoming a remote worker overnight, with the additional stress of having to manage remote learning for her two young daughters. She decided early on to channel her efforts toward building the narrative she wanted told about herself online (which she reminds us is within our power to do as well), as a strong, independent woman and mother, and to be an example to her daughter's as she forged her way down that new path of building her personal brand, which is now her professional one as well. Melanie also used that unique time with her daughter's to write and publish her children's book, a project they were closely involved with from start to finish. The biggest leap of faith and most important risk Melanie took during the pandemic was to leave her corporate role and, with the support of those closest to her, launch her company Melanie Borden, LLC. She shares how she had wanted to do so seven years ago, but multiple factors caused that plan to go awry. When I asked her what the incredibly successful Melanie would tell her 18 year-old self, she replied "Trust your gut!". I couldn't agree more. Melanie's goal is to help others avoid the "Trial and Terror" experience she had in navigating social media as a newbie by offering her highly successful strategies and services. Visit her website to learn more. ABOUT MY GUEST: Melanie Borden has worked in various atmospheres from public tech companies to private start-ups, retail automotive, and now has established her own marketing consultancy, Melanie Borden, LLC. As a natural outgrowth of her work as a marketing executive, Melanie recognized the opportunities available to use online marketing strategies to build corporate and personal brands. She has successfully built her own brand, and helped others to do so as well. She has been published or interviewed by Good Morning America, Daily Mail, Bloomberg, The Epoch Times, Working Mother Media, Auto Remarketing, Hip New Jersey, New York City Biz List, Mega Dealer News, and more. Her expertise includes the full gamut of marketing oversight and implementation, such as budgeting, strategic use of vendors, enhancing digital footprints via social media, reputation management, online monetization, and building and managing advertising processes. Melanie provides marketing and branding consulting to both businesses and individuals, as a resource for guidance as well as an outsourced m
