120: Building Trust and Authority: Digital Growth Strategies with Liana Zavo

 In this episode, Jennifer Gligoric hosts Liana Zavo, founder of Zavo Media PR Group. Liana shares her journey of overcoming challenges and building a global PR presence in 12 countries. The discussion highlights the importance of trust, credibility, and strategic positioning for clinic owners looking to scale their businesses and establish themselves as leaders in their field.

Key Takeaways:

1. Trust and Credibility:

• The Value of Vetting: Being featured on reputable platforms adds layers of trust. The more you’re vetted by independent sources, the more credible you appear to patients, partners, and collaborators.
• Building Layers of Trust: Appearances in media outlets signal to the public that you’ve been fact-checked and validated, which builds confidence in your expertise.

Pivotal Career Moments:

• Liana’s Journey: Recognized for her storytelling ability, Liana transitioned from styling to PR after being mentored and supported by a client. Her journey underscores the importance of ambition, grit, and leveraging opportunities.

Actionable Insights for Clinic Owners:

• Strategic Positioning: Establish yourself as a thought leader by crafting a compelling narrative and showcasing your expertise.
• Social Proof: Displaying "as seen on" badges and leveraging media appearances can differentiate your clinic and attract more patients, partners, and even top-tier staff.
• Focus on Impact: Your brand is not just about what you say but how you make others feel. Build connections by focusing on the value you bring to your audience.

Overcoming Barriers:

• Soft Skills vs. Credentials: Success often hinges on ambition, networking, and storytelling rather than formal qualifications.
• Start Small, Think Big: Begin with newsletters or articles if video content feels overwhelming. Gradually expand into more dynamic formats like video or podcasts.

The Impact of Credibility:

• Attracting Opportunities: Credibility opens doors to new patients, partnerships, and even top-tier hires. Vendors, investors, and potential collaborators are more likely to engage with clinics that demonstrate expertise and authority.

PR as a Growth Catalyst:

• Media Training and Placement: Liana explains the process of preparing clients for TV appearances and securing features in top publications. These efforts validate expertise and create conversation starters.
• Social Proof as a Differentiator: Clinics with visible credibility are more likely to attract patients and partners, even if their services are priced higher than competitors.

Liana’s Free Resource:

• Media Training Bootcamp: Liana offers a free PR and media training bootcamp available through the Super Clinic Project’s SKOOL group. This resource is designed to help clinic owners refine their messaging and build credibility.

Memorable Quotes:

• “Your brand is how you make others feel. It’s not what you say, but how you make them feel.” – Liana Zavo
• “The more you run, the more you’ve been vetted by independent other sources as well. It adds layers of trust.” – Liana Zavo
• “At the end of the day, it’s not about you or me. It’s about the value we’re bringing to the audience and the impact we’re making.” – Liana Zavo
• “Not everyone has the grit and the ambition to run a company. You need to have this delusional mindset that you can do it.” – Liana Zavo