What is marketing?
When I ask this, most people answer with “social media, adverts, events” and so on.
That’s right. To an extent.
Marketing is everything you do as a business owner.
There’s a book by Jan Carlzon called Moments of Truth. I haven’t read it but when I was studying my marketing diploma his theory was talked about a lot!
Jan Carlzon is the former president of SAS, the Scandinavian Airline, and Jan says that anytime a customer interacts with your company is a moment of truth, as this is when they form an impression. An impression can be good or bad, or sometimes indifferent.
A moment of truth can be when someone:
- Visits your website
- Uses your online booking system
- Reads your email
- Sees a social media post
- Speaks to you on the phone/skype/in person
- Comes to your premises
- Sees your logo
- Reads your reviews
- Sees you fast you reply to messages
- Reacts to the language you use in your emails and messages
- Discovers how easy it is to make an appointment
- And so on.
It’s basically any time a person interacts with your company.
So, take a look at where your clients and potential clients interact with your business, and see what you could do to make the process easier, smoother or more enjoyable for them.
If it helps, think about a time when you have a good or bad experience with a company. What was good/bad about it? What could you implement that was good? What would you change for your clients if it was bad?
We’ve all had terrible customer service at some point, haven’t we? That time when it was easy to pay for something, but when you needed to speak to someone about a refund it was almost impossible to find a phone number or email address. This happened to me last week! 😬
So marketing isn’t just promotion. It’s everything that you do and is everything that affects how people perceive your business.
Have you ever spend aaaaaaages creating your Facebook posts, writing the words, creating the images, making a video, doing a story, only to hear nothing?
No comments, no likes, no engagement.
It’s pretty demoralising isn’t it?
You take all that time to show your expertise, your personality, your story.
And it feels like no-one cares.
Why does this happen?
One of the reasons is because you’re not talking to your ideal client, or if you are, your ideal client is not following you.
There’s a disconnect between who you want to talk to and who’s following you. They should be the same person. But they’re not.
Getting clear on who you’re talking to is crucial if you want your social media and all your marketing to bring in more clients.
In fact it’s the number one thing I say you need to get right before your start promoting anything.
This is one of the things I’m going to be covering in my Masterclass this Friday.
It’s called 3 Steps to Mastering Your Social Media.
It’ll be one hour, max, and is on Friday at 12noon UK time. If you can’t join us live, there’ll be a replay, but you need to register to get the replay.
Join me here: https://zoom.us/webinar/register/WN_bTccVa6qQdi7L1FiZ9gQzA
I can’t wait to see you there!
How do you feel about social media for your business?
“Urgh. I hate it. I wish I didn’t have to do it.”
“It feels like homework and I thought I’d left that behind at school”
“I love it. You can’t get me off it. I’m on there all the time!”
“It’s ok, but it’s a bit of a struggle. Constantly thinking of what to post, when to post, what to say, scheduling posts and so on. It takes up so much band width.”
“What’s social media?”
Ok, I’m guessing you’re not saying the last one!
I have a love hate relationship with it.
I love doing videos in my group and giving out helpful advice and tips. I love creating content for my clients, and creating videos for them too. I love mapping out what we’re promoting and creating content around that. I love being active in groups and helping others.
What don’t I love? The point where I struggle is when I don’t have a clear plan. Every Monday I schedule my posts for my page and group, but if I’m not clear on what I want to talk about, this is when it feels like homework.
The worst is when I’m sat looking at a blank page searching for inspiration, and I feel like I’m trying to think up something witty and interesting when I’m just not inspired. This is when I’ll start getting distracted:
“What shall I have for lunch?”
“My desk is looking a bit messy. I need to tidy it.”
“I’ll just have a quick scroll on Facebook.”
The last one is the death knell to creating content and I’ll get stuck down the news feed rabbit hole, only to surface 30 minutes later wondering where the time went.
(I’m not the only one that does this, right?!)
So how can it get better?
- Focus on who you can help. Not how you feel about it. That makes it much easier to come up with content
- Share your story. If you’re stuck for what to say give some insight about yourself
- Have a plan. Plan what you’re going to be promoting over the next quarter and create your content around that. No plan = no ideas.
These are just a couple of tips that I’ve found helpful for me with social media.
But there are loads of things you can do with it. It’s such a versatile medium for telling your story and it’s worth spending some time on it to get it right.
Want to find out more? Then this Friday at 12noon I’m running a masterclass training – 3 Steps to Mastering Your Social Media
During the masterclass you’ll learn all about how you can fly through your social media this year, instead of feeling like you’re wading through treacle.
It’ll be one hour, max, and it’ll be super fun. Plus, there’s a replay if you can’t join live.
Unlike most of my trainings I’ll be doing this on Zoom, not Facebook (oh the irony, given the topic!) so grab your spot here:
I can’t wait to see you there!
The thing I hear about most from my audience is that they want more clients.
“I want more clients”
“How do I find people online?”
“How do I connect with my niche?”
This probably sounds familiar.
Another thing I find is that we want more leads and clients but for many of us money is tight. So whilst we would love to blow the budget on testing Facebook ads we just don’t have the time / patience / deep pockets that we would like to do this, and do it well.
So instead here are three ways to grow your audience, which you can then use to get new leads and clients.
1) Guest posting
Are there websites that you know your ideal customer is reading? Can you write a guest post for at least one of these websites? Not sure? Then go to the website and find out if and how they accept guest posts. There will usually be a form to fill in or an email address where you can put forward your pitch to write an article for them.
If you’re not sure which websites accept guest posts in your area of expertise come here is a directory that might help: https://www.prepostseo.com/guest-posting-sites. The beauty of doing a guest post is that it is on the internet forever. So there will always be new people that find you you online.
You can always do a google search too. “keyword, guest post”, “keyword, write for us” or “keyword, contribute to our site” are good places to start.
2) Be a guest on a podcast
What podcasts do your ideal clients listen to? If you don’t know, ask them and find out! Podcast hosts are often looking for good people to interview on their podcasts. And there is no reason why you can’t be one of them.
Take a look at the websites for these podcasts and they will often have a section on how to be a guest on there. Before you make your pitch listen to at least two episodes of the podcast. You’ll get a good feel for the show and if there are regular items. Also, you’ll stand a much better chance of getting on if you compliment them on their podcast as part of your pitch. (And it’s really obvious in your pitch if you don’t listen to their podcast!)
If you get selected spend time preparing the three key messages you want to get across during your interview. It so easy to have a chat with someone and get to the end and realise you’ve not said what you wanted!
For example, if you’re an Osteopath your three key messages might be
1) I help people over 40 with their back pain
2) back pain is such a common problem and can be extremely debilitating
3) my clients find my treatment helps them get their life back
3) Social media
Now I know this is a bit of an obvious one but there’s a difference between posting on social media and being social on social media. They’re not the same!
You already know this, I’m sure, but just posting on social media isn’t going to help you get more clients. It is so easy to get caught up in the busy work of thinking about what to post, creating posts and scheduling them, that after you’ve done all that you think the job’s done.
I hate to break it to you, but it isn’t.
Social media is about connecting and building relationships with others. 1 by 1. I know this seems time-consuming, and it is, but it works. I have reached out to people on Twitter for my clients, which meant they got clients through the door who wouldn’t have heard about them otherwise. I have joined groups on Facebook and group chats on Twitter, where I’ve helped others, given advice and tips, for myself and my clients, and seen recommendations and clients come through the door.
Being sociable, visible and helpful works on social media. Just posting does not.
If you feel your social media isn’t really working for you at the moment, keep your eyes peeled as I have something that will help you improve your social media game massively.
I’ll tell you all about it soon.
“When it comes down to it, we will cling fiercely to lack and limitation rather than enjoy the anxiety intrinsic to change.”
This quote came from Secrets of Six Figure Women by Barbara Stanny which I’m listening to on Audible, and it hit me right between the eyes (actually it should be ears, really, shouldn’t it?)
This quote is so true for me.
Yes, we all need to step out of our comfort zone, and I hear that all the time, as do you probably, but hearing this made me stop. And think.
And think about what I haven’t done for fear of change.
“How will my relationship with my other half, Nick, change?”
“What will my friends/family think?”
“What if it means I spend less time with my children?”
“Will it work?”
“What if nobody buys?”
“What if it takes too much time?”
And so on. I think so many of us stick with what feels comfortable, even if it’s a bit rubbish, because it’s familiar, instead of looking fear in the face and doing what we need to do anyway.
But as Jen Sincero says, “when you succumb to fear you are under the illusion that you can predict the future.”
So I just wanted to take a moment to pop in to your inbox and remind you to go for what you want.
Even if it feels uncomfortable.
Just take the first step and go for it.
I’ll be back later in the week talking about my usual topic – marketing – and how you can increase your audience, for free.