Kayla Brissi is a Marketing Strategist, Best-Selling Author, and Inspirational Speaker. She helps service-based women in business and authors to dominate the online space so that they can impact millions by sharing their unique message with the world and create a profitable brand.
Are you wondering if now is a good time to scale your growing business? Perhaps you have gained some momentum but you’re still feeling uncertain if you should jump all in and give it a go. Yes?
I am often asked by my audience how does an entrepreneur or business know with certainty that it’s time to up-level their business. There are definitely some clear signs to help you determine when it is time that won’t keep you feeling in limbo as to whether or not you’re making the right move.
Let’s discuss my five proven signs it’s time to up-level your business so that it can grow and scale up!
DECLINING POTENTIAL BUSINESS
If you have prospects coming to your business that are qualified leads but you don’t have the time and space to service them, it’s a problem. It’s a clear indication that you need to hire support to help your growing business so that you are able to serve the prospects that are coming to you. If not, they’ll go to your competitor and you’re out the money. You are literally losing money by turning down potential business.
If this is the case for you, it’s time to hire a team or think about outsourcing some of your work. You could even do a sub-contract with a colleague for services too that’ll help you balance the workload and allow you to continue to meet your clients needs.
CLIENTS WANT MORE
If your clients are wanting more from you but you’re stretched too thin and are unable to deliver, then it’s a problem. You can’t provide stellar customer service to your clients if you’re a hot mess and putting out fires on a regular basis.
In this case, it’s also a clear sign that more support with a team or outsourcing work could benefit you greatly. You can’t be a one person show or have a minimal team forever and expect to keep up with the demands of your clients. At some point, they will get frustrated that their needs are’t being met. Then what? You guessed it. You’ll be fired and they’ll seek out a competitor that’ll meet their needs.
SKYROCKETED LEAD GENERATION
Has your lead generation skyrocketed with your pipeline of ready and wiling clients are waiting to work with you? Great! Having a significant increase with your qualified leads is wonderful.
Only IF you can service them!
This really ties into the first two points I noted. If you are turning down business opportunities, are stretched too thin, and aren’t able to meet the demands of your clients, then it’s a problem. This is another clear sign you need more support to avoid losing money and clients. Simple as that.
Are you achieving stretch goals quick than expected and almost effortlessly? Awesome! If your goals are no longer a stretch for you it’s a sign it’s time to scale. Scaling your business will allow you to do more, achieve more, and impact more lives.
It’s time to evaluate the vision and mission of your business so that you are able to create a new path for success that’ll push you out of your comfort zone and force you to grow through the process.
Has your business turned a profit year after year? Does the profit increase each year? Fabulous! This means you have a growing and profitable business. It’s by far NOT a hobby business and you’re well on your way to achieving what you desire.
Now is the time to consider if you need to hire more support, invest in a new marketing strategy, upgrade your technology, or whatever it is you feel your business needs. Do what you need to do for your business to consistently experience growth each year.
As you can see, there are some very clear signs that will indicate when it’s time to scale your growing business. Trust me, it can be scary to navigate in uncharted waters, but the best things in life are waiting for you outside of your comfort zone!
Share in the comments: Which of the five signs spoke to you about your business?
HOW TO ANALYZE YOUR CONTENT AND MEASURE YOUR MARKETING ROI
So…you’re scratching your head, eh? I get it.
You’re wondering how your content is really stacking up.
You’re posting on all the social media platforms, blogging, and sending out regular newsletters but I know you are wondering if you have gotten an ROI.
So much time, effort, and even money has gone into your content marketing strategy and it feels like you’re doing all the work for little to no reward.
Does that sound about right?
Trust me, I honestly understand. As someone who pushes out A LOT of content on a regular basis for myself and my clients, I understand the importance of analyzing your content and measuring your marketing return on investment. I won’t lie, it an be tedious but it’s an important part of your marketing strategy. The good news is that you can always outsource this task to your virtual assistant (VA).
How to Analyze Your Content and Measure Your Marketing ROI - YouTube
By the way, do you love watching video? Click PLAY to watch a video about this very topic! ⇰
Alright, let’s dive right in and work this out together!
To fully appreciate the process we are about to embark, it is important to understand what content marketing is and how it benefits you as an entrepreneur or small business owner.
“Content Marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience - and ultimately to drive profitable customer action.”
This is my favorite definition of content marketing!
The content you create touches virtually everything in your business when it comes to marketing and sales. Social media posts, lead magnets, sales funnels, and more. Which is why it is so important for you to master and leverage the power of content marketing. As well as learn how to analyze and measure your marketing.
WHAT ARE THE BENEFITS OF USING CONTENT MARKETING
Now when it comes to the benefits of content marketing, oh my goodness, there are a lot! However, let’s briefly discuss some of my favorites. Here are five to get you started!
Creates and builds awareness about your brand with your target audience
Drives traffic to your social media, website, and list
Builds trust with your target audience
Generates leads for conversion
Positions you as a credible expert in your industry
As I mentioned previously, there are several benefits to utilizing content marketing as part of your overall marketing strategy. I merely touched on a handful of them; however, if you would like to read more about the benefits, here is an article from Lyfe Marketing that provides 25 benefits of content marketing for your additional reading pleasure.
WHAT ARE THE 10 MOST POPULAR TYPES OF CONTENT USED IN CONTENT MARKETING
One of the questions I get asked frequently from my audience is about the different types of content that are the most popular to use when utilizing content marketing for your business. Lucky for you, since I write content for myself and several clients, I know a thing or two about what’s trending for content. Here are ten of the most popular types of content used in content marketing.
Social Media Posts
As you can see, there’s quite a variety for you to choose from. You don’t have to use them all but I recommend you choose a few and give them a whirl!
HOW DO YOU ANALYZE YOUR CONTENT
Alright, now that we have discussed the definition of content marketing and its benefits, the most popular types of content used, let’s finally dive in and discuss how you can analyze your content.
When it comes to analyzing your content, you will evaluate four key areas: views, social metrics, performance, and lead conversion.
It is my recommendation that you use Google Analytics for the analyzing. It’ll save your a ton of time in the process!
If you don’t have it installed, it’s obviously important to get it installed on your website and set up to track these key analytics. If you’re not tech savvy and Google Analytics gives you a headache, outsource it! Don’t waste time on tasks that are outside of your zone of genius.
The views on your content provide insight into how well it is being received by your target audience. It can also give an indication of the topics and types of content to repurpose or create in the future.
When we are looking at the views on your content, we are reviewing how many times a piece of content has been read, watched, or downloaded. To do this, you can utilize Google Analytics, Social Media analytics, and your Email Service Provider analytics to perform a content audit and determine the pieces of content that have the highest views.
The Social Media metrics provide insight into what your target audience is interested in and can help you evaluate how well your distribution strategy is working.
When looking at the social metrics, you want to review the “vanity metrics” such as likes, shares, comments, and click-throughs on individual posts. To perform this test, you could use Google Analytics and the social analytics for each Social Media platform to find the content with the most engagement.
The performance evaluation is important and provides insight into what interests your target audience in terms of the content topic and can help you create future content that is similar.
When reviewing the performance of your content you’ll perform a simple content audit. It’s recommended that a quick audit is done weekly so that you can keep up with the information but if weekly isn’t an option then monthly at most.
Now if you have never done a content audit before, you’ll want to do one quickly and review the most recent 15-20 social media posts, newsletters, and blog posts to evaluate their performance.
In both circumstances, you’ll use the content matrix to help guide you to finding the most engaged and highest performing content topics. You can also use Google Analytics, your website, social media, and email service provider analytics to find these pieces of content and to conduct a quick content audit.
Grab the PDF of the Content Matrix in the Subscriber Tribe FREE Resource Library!
How does the Content Matrix work? It’s quite simple!
When you are conducting the content audit, you are looking to place the content topics into one of the four quadrants. Your goal is to repurpose the content located in the ‘High Performing’ and ‘High Engagement’ quadrant.
Any content topics that land in the ‘Low Performing’ and ‘High Engagement’ quadrant or the ‘High Performing’ and ‘Low Engagement’ should be modified and tested again for improvement. There are three main components to test: headline, call to action (CTA), and image. Choose one of the components to change.
I generally follow a three strikes and you’re out policy since I am a former fast pitch softball player. Which means I retest content from those two quadrants three times before I bench them.
The last quadrant, ‘Low Performance’ and ‘Low Engagement’ generally means it’s not worth my time to retest them. However, if there is a piece of content that I want to retest, then I will but for the most part I stick to these quadrants so that I don’t get bogged down with the testing, tweaking, and analyzing phase.
One more thing, there could be a fourth component you could tweak but do this sparingly. If I find that my content isn’t broken up as well as I would like it, then I may test it again by breaking up the content with bullets, numbers, emojis, etc so that it’s easily scannable. I don’t do this often but it is another option if your gut is telling you to try the content one more time.
Want a PDF of the Content Matrix so that you can conduct a powerful content audit and analyze your content? Get it inside of the Subscriber Tribe free Resource Library that also hosts 20+ other incredible resources to help you in all areas of your business.
Join the tribe!
Lastly is lead conversion. This one is pretty self explanatory but we will address it briefly. When you are reviewing your content you want to track which pieces of content are generating leads and sales.
This will provide insight into how well your content is converting and help you develop future marketing strategies that’ll drive conversion. This can be done using Google Analytics, your website and email service provider analytics too.
When you are conducting your content audit, this would be an ideal time to track, if possible, which content has generated leads that you can knowingly track.
HOW DO YOU MEASURE THE MARKETING ROI OF YOUR CONTENT
Lastly, let’s discuss how to measure the return on your content marketing investment. It’s a simple calculation. However, it can be a bit tricky if you don’t have the systems in place to monitor where sales are coming in from. My recommendation is that you get one created STAT if you don’t already have one in place.
To calculate the ROI on your content marketing, it is a simple three-step process.
Step 1: Determine how much was spent to create + share content
ie: images, video, audio, outsourced work, social media ads, PPC ads, software, tools, etc
Step 2: Determine the total amount received as a return
Track the flow and process for sales
Step 3: Calculate your ROI
((Total Return - Total Expenses)/Total Expenses)*100%
Let me show you how this calculation works with real numbers so that you can visually see what I am doing.
Revenue = $1,200
Expenses = $200
Calculation: (($1,200 - $200)/$200)*100 = 500% ROI
Told you, there isn’t much to it! Once you have the ROI calculated you can see how much your efforts and content marketing strategy are paying off.
Alright, now that you know how to analyze your content and measure the ROI of your content marketing strategy, it is time to put it into action!
Looking for more free goodies so that you can be a pro with your content marketing? Join my F-R-E-E Subscriber Tribe to gain access to my incredible Resource Library that hosts 20+ resources, such as the content matrix, to help you in all areas of your business. Join the Subscriber Tribe!
One more thing, if you are interested in more topics related to content marketing for your business, check out the 'Related Blog Posts' below.
Share in the comments: What was your biggest takeaway from the article when it comes to analyzing your content and calculating an ROI?
Do you desire to leverage F-R-E-E publicity to increase your exposure so that you can increase your income, influence, and impact?
Great, then you came to the right place!
In this article we will be discussing how you can find PR opportunities for your business, it’s benefits, and the various types of publicity that are available to you.
How to Find PR Opportunities for Your Business - YouTube
And if you don’t want to read the article, you can watch and listen to the video that corresponds with this article! ⇰
WHAT IS PUBLIC RELATIONS
Now before we discuss how to find publicity opportunities, let’s first discuss the definition of public relations. HubSpot’s definition of PR is as follows.
Public Relations professionals help a business or individual cultivate a positive reputation with the public through various unpaid or earned communications, including traditional media, social media, and in-person engagements. They also help clients defend their reputation during a crisis that threatens their credibility.
In my opinion, public relations is more credible than any other form of marketing or advertising out there and EVERY type of business owner should leverage it as part of their marketing strategy!
With that said, it doesn’t matter if you’re in MLM, Network Marketing, an online service-based provider, a local brick and mortar store, an author, speaker, coach or consultant. You, my friend, absolutely need publicity for your business!
WHAT ARE THE BENEFITS TO PUBLIC RELATIONS
There are several benefits to PR but here are a few of my personal favorites.
Increases visibility for growth and scalability of your business
Grows your community, list, and social media following
Establishes your credibility
Raises brand awareness
Generates more leads for your business
Introduces you to a new + larger audience
Expands your online reach + exposure
Builds the know, like, and trust factor
Creates raving fans
Increases your impact
Boosts your sales + income
Creates more freedom
This list is only the tip of the iceberg! As you begin to use publicity as part of your marketing strategy, you’ll see that there are several other benefits to it and I can also certainly guarantee you’ll love it as much as I do.
WHAT TYPES OF PUBLICITY IS THERE
Now that you are aware of some of the benefits to publicity, let’s discuss the different types of publicity that are available for you to leverage for your growing business. Of course, there are both free and paid opportunities but for now we’re going to discuss the various types of free PR that are available to you.
Each type of publicity opportunity is unique and there are things to consider. Such as the credibility of the person in which you would like to partner with, their audience size, and their type of audience. Your time is precious! Which is why you want to be careful about the publicity opportunities that you participate in to ensure that you have time to devote to commitments in your business.
HOW TO FIND PUBLIC RELATIONS OPPORTUNITIES
There are a few different ways that you can find free publicity for your business. As you gain exposure and credibility, you will likely see micro-influencers or influencers reaching out to you for your expertise. This is an exciting time when this happens and it’s a moment to celebrate that you have “arrived”.
With all of the available options listed previously, you can leverage the following ways to find PR when you are proactively searching for yourself.
Ask on Social Media
Facebook Personal Profile
Facebook Business Page
Search on Social Media
Hashtags on Twitter/Instagram
Search the Internet
Word of Mouth
Ask Past/Current Clients
To reiterate, there are two ways to get publicity:
Proactively search for opportunities yourself.
Actively be sought after for your expertise by other industry micro- influencers and influencers.
Let’s take a look at these step-by-step tutorials for some of the ways you can find free PR!
Go to Google.com (or your preferred search engine)
Type into the search bar topic + “write for us”
Example: Social Media Marketing “write for us”
Note: You could also use “"guest post", "contribute", "submissions" in place of “write for us”
Review the search options to find potential places to pitch to for guest writing.
Note: Could be free or paid opportunities available.
Review daily emails received for media opportunities related to your area of expertise.
Of course, you can always be a HOST and invite others to join you for PR opportunities through any combination of options that we have discussed. This too will help amplify your exposure and quickly position you as an expert.
And that, my friend, is pretty much it!
Alright, now that you know where to find PR opportunities, it’s time to learn how to pitch to influencers for more exposure!
Grab my Pitch Perfect Template that will guide you in crafting the perfect pitch where they’ll be saying YES to featuring you!
Snag it inside of my Subscriber Tribe free Resource Library.
Lastly, if you are interested in more topics related to publicity and public relations for your business, check out the 'Related Blog Posts' below.
Share in the comments: What type of publicity would you like to leverage to increase your exposure? I’m curious and can’t wait to find out!
Kelli Gibbs is a best-selling author, certified life coach, and inspirational speaker. Born and raised in Pottstown, Pennsylvania, she graduated from Herzing University with a B.S in Healthcare Management, before going on to become the founder of Channel U LLC.
Kelli Gibbs, Best-Selling Author, Certified Life Coach, and Inspirational Speaker
Kelli is the author of No Wrong Way To Be A Woman, a self-help, part motivational book which aims to inspire women throughout the world to achieve their own goals and realize their dreams.
In her free time Kelli likes traveling and generally spending time with her family and loving life. She has two grown children and lives in Georgia with her husband and a pet Dachshund.
What is your backstory? How did you find your calling?
I found my calling after I was completely broken, unhappy, and unhealthy.
What do you enjoy the most about what you do?
Seeing the transformation in the woman from beginning to end, and knowing the end is always a happy and positive result with the woman achieving success.
What is your latest book about? What inspired you to write it?
Channeling your most divine self. A journey of self-care and self-love , and transparency that helps women see God's love.
After realizing that I was lacking God ,and loving myself and going through my amazing transformation; I had to share my story.
What's your greatest achievement to date? Why are you proud of it?
Accepting Jesus Christ in my life , being a mom, and a wife.
Who has inspired you the most on your journey?
My mom and nephew's, Corey and Codey Young.
Who would you love to meet one day and why?
Everyone that knows me knows that one of my 2019 goals is to meet Oprah Winfrey. Every since the Oprah Winfrey show I wanted to meet Oprah; she inspires us to always be your best, and don't give up on your dreams. I would like Oprah to mentor me, and get advice on how I can continue to make a powerful impact with the people that I come into contact with everyday.
What do you wish someone told you before you became an entrepreneur/business owner/author?
Being an entrepreneur is hard work, a lot of time, and trial and error, but it's worth it because your are fulfilling your dreams, going after your passions. Also, it's achieve success you will need an amazing support system, and mentors to help you along the way.
What advice would you like to give others who are on the same or similar journey as you?
When you feel like giving up, remember you started for a reason. When life doesn't go smoothly, remind yourself that you are being sculpted into the best version of you.
What's the best piece of advice that you have received recently?
(From Anissa Reid, friend and colleague): Never give up. Your gift is making room for you. Keep encouraging, keep sharing simple truths. There are people in this world who need it. I know it has helped me on my journey with God. For some it will be news you'll be planting a seed, for others it will be confirmation you'll be watering a seed already planted, and even some others it will be breakthrough reaping the rewards of what you didn't labor. Keep being a light and letting God use you in every capacity.
What's next for you?
A 30 day woman's devotional, and a kids book.
Where do you see yourself in 5 years?
Traveling around the world speaking to woman and empowering them on the importance of loving themselves, while practicing self-care.
What can we catch you doing when you're not working/writing?
Supporting my friends goals and dreams and attending events of my friends, spending time with my husband, and spending time outdoors.
What book impacted your life the most and why?
The five people you meet in heaven by- Mitch Albom.
This book bring mixed emotions it's sad that Eddie and his wife both die, and Eddie meets the people that he has impacted in heaven. During the story, you don't think that Eddie is proud of himself it's heart breaking and powerful to see Eddie change in heaven after seeing the real genuine person he was on earth.
What are three random facts about you?
I like hiking and being adventurous
People ask me for advice a lot in real life
I love God and enjoying life.
What is your favorite quote?
“When you undervalue what you do, the world will undervalue who you are…” - Oprah Winfrey
Best-Selling Book, No Wrong Way To Be A Woman by Kelli Gibbs
*In the spirit of full disclosure, the Amazon link above is an affiliate link which means I do receive a small commission for each book purchased via my exclusive link at no additional cost to you.
There is No wrong way to be a woman; neither is nature bias to have made some women and some men. But the social construct that looks beyond fairness and order has eroded the possibility of having evergreen cooperation, marred with inequality targeted at denigrating the role of women. Women's duties as a mom conditions them to serve but remain unserved while their time flies with little or no consideration for self-care as they spend most of their time giving care to the loved ones while their plight to get a similar dose of attention is not considered. Empathy is the ultimate drive that spurs women to action which is the reason we love unconditionally, care unconditionally, showcasing our natural inclination to enabling a healthy household for our families.
Putting God first, learning to love yourself , and never giving up on you.
Want to be featured as an author or business owner?
Click the button below to complete the application form to be considered for an author/business owner interview feature on the website.
If you have been in business for a while, you have likely heard the term public relations (PR). Perhaps your a pro and already know about public relations and how it can benefit your business, but if you're a newbie, you most likely are spinning your wheels wondering how you can use public relations to your advantage.
Sound about right?
No matter what stage of the game you're in, public relations can help your business. The beauty of it is that there are various forms of PR that you can use for your business. Therefore, if you're a newbie, you can still take advantage of this marketing strategy, and if you're a veteran entrepreneur and business owner, there are advanced strategies for you too. You see, everyone wins with public relations.
Now, before we dive into the different ways you can increase your exposure through public relations, and it benefits, we must first explore what it is.
WHAT IS PUBLIC RELATIONS
I personally really like this definition of public relations from HubSpot.
Public Relations professionals help a business or individual cultivate a positive reputation with the public through various unpaid or earned communications, including traditional media, social media, and in-person engagements. They also help clients defend their reputation during a crisis that threatens their credibility.
According to Wikipedia, public relations can be defined as the following.
Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. Public relations can also be defined as the practice of managing communication between an organization and its publics.
In simple terms, it means that ONE mention of you, your brand, and your business could, in fact, amplify your online exposure and drastically improve your business and it's trajectory.
There seem to be some misconceptions about public relations. Here are a few that I have seen and heard most recently.
It's a form of paid advertising for your business.
It's only considered PR if a large media outlet drops your name or features you.
It's only beneficial for large corporations or big firms and not for small business owners, like you.
Honestly, these couldn't be further from the truth! And I'm going to debunk these myths for you in a hot second.
I firmly believe that PR can help ANY business no matter their size or budget. In my opinion, public relations is more credible than any other form of marketing or advertising out there! Why? Because you have a credible source recommending you, your brand, and your business. Yes, social media is important, email marketing is the lifeline of your business, and paid advertising can increase your profits but it’s a helluva a lot more powerful when someone else recommends you, your brand, and your business, and that’s exactly what public relations is.
WHAT ARE THE BENEFITS OF PUBLIC RELATIONS
Now that you know that you absolutely can leverage the heck out of PR, let's dive in and discuss the benefits. Here are five BIG BENEFITS to public relations.
It's F-R-E-E! - Yup, public relations is typically a free way to get exposure for you, your brand, and your business when it comes to your small business. Hooray! Yes, you could pay for product placements and such but for the most part, if you want to start out with editorial features, podcast interviews, magazine articles, etc it is free all day baby! As a small business owner, I understand you don't have large sums of money to be throwing around for paid gigs, which is why I recommend free PR as much as possible to get started.
It boosts your credibility. - Public relations is where you have someone else with influence mention you, your brand, or your business to their audience. Essentially, they're endorsing you. Since their audience already trusts the influencer, they soon trust you too because of the recommendation and their recommendation instantly makes you credible.
It builds relationships. - Public relations is a form of relationship marketing, in my opinion. It enables you to build rapport so that a new audience is able to know, like, and trust you in a very short period of time. And we know that people buy from those that they know, like, and trust which is why PR is so great to help increase your income, influence, and impact. It not only can massively increase your online exposure but it can save you time in the long run.
Expands your audience. - When dabbling with PR work, you are tapping into a new market and audience that would not have otherwise known about you, your brand, or your business. By partnering with someone who has the influence to recommend or feature you, you are able to reach a new audience with whom you can build a relationship with and with one mention it can literally skyrocket the awareness of your business.
Increases your online exposure. - Just like with expanding your audience to reach new people, public relations also increases your online exposure. By tapping into that new audience, they'll soon follow you on social media, join your email list, read your blogs, listen to your podcast, etc. They not become part of your tribe or community and will engage. Once they start engaging, it'll open up the doors of opportunity for even more people to learn more about you, your business, and your brand. It's a positive domino effect that could happen literally from ONE mention with a PR gig.
As you can see, the benefits are huge! Public relations can be a catalyst to the growth of your business and it doesn't have to be only with online gigs. You can look for local influencers to partner with for local PR and help raise awareness about your brand locally too. The opportunities for PR really are abundant when you learn how and where to find them.
WHAT ARE THE DIFFERENT TYPES OF PUBLIC RELATIONS OPPORTUNITIES?
Now that you know more about public relations and its benefits, let's talk about the different types of PR opportunities that are available to you.
Community Relations - Community relations helps communicate to others what your brand and business stand for through events and community involvement and engagement to build local awareness about the brand and business in the community in which the business resides.
Examples: Local TV, radio show, newspaper, community event, partnering with other local brands.
Editorial Features - Editorial features create an opportunity for you to receive local and nationwide exposure through written content.
Examples: Local, nation or worldwide magazine or newspaper features.
Guest Blogging - Guest blogging creates an opportunity for you to share your wisdom worldwide through writing (blog) or video (vlog) as forms of content marketing to create awareness about you, your brand, and your business to build relationships and connect with your audience.
Influencer Relations (Marketing) - Influencer relations helps communicate to others more about you, your brand, and your business through someone else and their influence where your business gets a recommendation or is featured as a way to build authority, credibility, and trust with a new audience.
Media Relations - Media relations helps communicate to others a compelling story about you, your business, and your brand through various forms of media outlets that generally are nationwide for exposure.
Examples: Product placements in magazines, national TV or newspapers, press release, interview.
Podcasts - Podcasting creates an opportunity for you to receive worldwide exposure through audio content usually through an interview.
Social Media - Social Media can be a form of PR and creates an opportunity for you to share your wisdom worldwide through various forms of content marketing to create awareness about you, your brand, and your business, to build relationships and connect with your audience.
Phew, and there you have it. A quick overview of public relations and why you should definitely consider it for your small business. Now I realize this was a brief overview which is why I have other blogs for you + an incredible template to help you pitch to websites, magazines, and podcasts to start doing your very own PR. Hooray!
Grab the Pitch Perfect: A Template for Getting Featured on Websites, in Magazines, and Podcasts to Increase Your Income, Influence, and Impact in my Subscriber Tribe Resource Library by entering your information below!
Now if you are interested in more topics related to PR, check out the 'Related Blog Posts' below.
Share in the comments: What is your biggest struggle with PR for your small business? I am happy to answer all of your questions, so don't be shy. Leave me a comment!
Do you struggle with knowing how to leverage email marketing for your business?
I get it. There is a lot to learn when you’re a business owner and learning the intricacies of email marketing is no small feat. Which is probably why I get hired a lot to write content for emails and set up a funnel. It’s not for the faint at heart, but I want to reassure you that YOU can absolutely wrangle this beast.
One of the questions I am asked most often when it comes to email marketing is about automated sequences. Most of my clients are unaware of the different types of email sequences they should be utilizing in their business in order to generate leads, nurture, and convert.
Therefore, if you’re in this position too and don’t have a clue where to get started with creating your automated sequences then you’re in luck!
In this article, you are going to learn:
the importance of email marketing
the basics of getting started with email marketing
why you need automated sequences
about the nine automated sequences that’ll increase conversions
Pretty exciting, right? Woot woot!
Now, before we dive in. Let me quickly mention that email marketing can NOT be used as a solo marketing strategy. What does that mean? It simply means you need to use other mini-marketing strategies in conjunction with email marketing in order for it to effectively work. How do you plan to build your email list? Can’t do it without content marketing. Where do you share relevant content for your audience? Social media, blog, podcasts, etc.
Therefore, the foundation of your marketing strategy MUST INCLUDE three mini-marketing strategies.
Social Media Marketing
As part of my signature framework, Communication Marketing™, I also include PR/Publicity Marketing and Relationship Marketing. These five mini-marketing strategies used together create one powerful EPIC MARKETING strategy for your business!
Alright, now that we got that out of the way, let’s discuss email marketing.
WHY IS EMAIL MARKETING IMPORTANT
Email marketing is important for your business for a variety of reasons. However, to keep this short, I’m going to highlight my five favorite reasons why email marketing is important for your business.
More effective for client acquisition conversions than social media.
Ability to reach a larger number of your target audience easily and at low cost.
It’s a personalized approach to marketing that quickly builds the know, like, and trust factor and increases conversions with segmentation and customized content.
It is actionable because email marketing is transactional by nature'; which means you can direct your subscribers to take a desired action based on your strategy.
An easy way to track and measure progress to know what is or isn’t working with your marketing strategy.
Never mind that you also “own” your list and aren’t bound by any terms and conditions of other platforms, like social media. Think about it…if your favorite social media platform were to shut down tomorrow, disable your account, or ban you, how would that impact your business?
My guess is…Significantly!
Therefore, don’t put all of your eggs in one basket. Diversify!
Looking for support with your email marketing? Join my F-R-E-E Subscriber Tribe to gain access to my incredible Resource Library that hosts 20+ resources to help you in all areas of your business and receive access to the 45+ Ways to Grow Your List. Join the Subscriber Tribe Resource Library today!
HOW TO GET STARTED WITH EMAIL MARKETING
When you’re getting started with email marketing, there are a few things to consider. My biggest tip here is don’t over complicate this process. Take your time and move through each step and in no time, you’ll have your email marketing set up and ready to rock and roll!
To get started with email marketing, ask yourself these three questions.
What do most people come to my site to find information on?
What problem is my audience looking to solve?
What can I do to capture these leads?
Once you have answered those questions, it’s time to move into the basics of email marketing.
Email Marketing Service Provider
An email marketing service provider is the system you will use to collect, nurture, and store your leads. Some examples include *MailerLite, *ConvertKit, and Active Campaign.
*Disclosure: The above are affiliate links; which means I do receive a small commission at absolutely no cost to you if you choose to purchase through my exclusive links.
A lead magnet is an irresistible offer that provides value to your leads in exchange for their contact information. Some examples include a checklist, video series, eCourse, workbook, or an eBook.
Landing Page/Opt-in Form
A landing page or opt-in form captures your lead’s name and email, at a minimum, to deliver your lead magnet as part of the sales funnel process.
A sales funnel is an automated sequence that will trigger emails to send to your leads that provides value, nurtures, and presents an offer to them. These emails can be based on a purchase, opt-in or segmentation of your email list.
A core offering is what you plan to sell to your leads once they subscribe to your email list and are entered into your sales funnel. Examples of core offers could be to book a sales call where you’ll talk to them about a particular program or service, to purchase your new book, or to join a program or course.
An email marketing strategy is required so that you know how you plan to collect and nurture your leads. This includes determining where you will place opt-in forms on your website, how you plan to promote your lead magnet and the frequency, and evaluating how you intend to move your lead through the customer value journey process.
Those six steps are the basics of getting started with email marketing. Of course, you’ll also need to determine when you’ll send newsletters to your subscribers. That isn’t part of the “funnel” but that is part of your email marketing strategy that you’ll want to consider. If you’re unsure of how many to send, start with two a month and work your way up to weekly newsletters.
Are looking to automate your lead generation and relationship building process so that you can focus other important things within your business that can't be on autopilot?
Such as, actually serving your client!
In the Email Follow-Up Planner you'll learn how to:
Email marketing automation is about optimizing yours or your teams time, costs, and client acquisition.
Just like like with the benefits of using email marketing, there are several advantages to using automated sequences. To keep this brief, I will spotlight my three favorite reasons why automated email sequences are important for your business.
Increases yours or your teams time by allowing you to focus on other projects, serve more clients or give you time freedom.
Increases client acquisition by nurturing and converting with 24/7/365 customer service.
Increases revenue by promoting your offers 24/7/365 to interested leads.
WHAT AUTOMATION SEQUENCES WILL INCREASE CONVERSIONS
Last, but not least, let’s discuss the nine most important email automation sequences your business should use to increase conversions.
Now there is one teensy tiny thing for me to mention first though. When it comes to automation sequences, there are several that you can use for your business that will do a variety of things for you. However, I am sharing with you what I feel to be the most important ones that’ll bring you the most conversions for your efforts.
A welcome email sequence is a series of emails for new subscribers to your email list.
The goal of a welcome sequence it to welcome the subscriber, tell them more about you, what to expect going forward and to deliver the lead magnet that you promised.
A nurture email sequence is a series of emails for newly subscribed subscribers.
The goal of a nurture sequence is to nurture the new subscribers by providing value, building trust, and connecting with them through a series of emails.
A connection email sequence is a series of emails for past or even current customers and clients.
The goal of a connection email sequence is to generate repeat business or ask for new business in the form of referrals.
A segmentation email sequence is a series of emails for current subscribers.
The goal of the segmentation email sequence is to segment your subscribers based on what’s relevant for your business to provide a personalized and high-touch form of marketing. Some segmentation options can be related to the specific topics they would like emails of or how often they would like to receive emails. They could even be market research type emails where you ask what their industry is and how they found you to join your list. The options are endless with the customization for segmentation.
A re-engagement email sequence is a series of emails for cold subscribers.
The goal of the re-engagement email sequence is to breathe life back into your email list and turn cold subscribers into active subscribers. If they don’t re-engage, you can remove the dead weight of the cold subscribers. By doing so, you’re cleaning up your list and you’ll see an increase in your analytics because they’re no longer dragging you down by skewing your analytics.
A conversion sequence is a series of emails for current subscribers on your list.
The goal of the conversion email sequence is to convert your subscribers by using a variety of content that nurtures, builds the know, like, and trust factor, and presents an opportunity for them to purchase a product or service. Some examples of a conversion email could be sharing a compelling story relevant to your target audience, sharing an interesting fact or mind-blowing results.
Transaction email sequences are a series of emails specifically for sales. One sequence should be for abandoned carts and the other for when customers or clients purchase a product or service from you.
The goal of the abandoned cart sequence is to remind the prospect of what they left behind in the shopping cart, overcome objections, and offer an incentive.
The goal of a purchase sequence is to send a receipt for the product or service purchased and to deliver any digital downloads.
NEW CLIENT SEQUENCE
A new client sequence is a series of emails for new clients. Typically it’ll include an invoice, agreement, and a welcome packet for service-based providers and follow-up emails for product-based business owners.
The goal is to deliver the appropriate paperwork to a new client automatically so that there isn’t a delay in getting started.
RAVING FAN SEQUENCE
A raving fan sequence is another automated workflow that is used to target your “raving fans” so that you can turn them into advocates or promoters for your brand.
The goal is to deliver nurturing emails that present opportunities where they will endorse, market, and refer new customers or clients to your business.
And there you have it!
As you can see, email marketing is a crucial component of your overall marketing strategy. It is the lifeline of your business.
I strongly encourage you to take your email marketing seriously. Someday isn’t a day of the week, get your butt moving and grow your email list!
Share in the comments: What’s your #1 struggle with email marketing?
Are you struggling to amplify your exposure on social media?
I get it. Visibility is such a buzz word these days and more often than not it’s leaving business owners, like you, dazed and confused.
You know there has to be a better way to increase your online exposure but you’re not sure how. Sound about right?
In this article, you will learn five very simple tips that you can start using today to amplify your online exposure. Without further ado, let’s jump in!
CREATE A PERSONAL BRAND
When it comes to marketing and using social media as a tool to get in front of your audience at a global level, you need to consider the ways in which you can stand out from the crowd. There are millions of people on social media daily and many are targeting the same exact people as you.
How can you be different?
Create a personal brand!
By creating a personal brand, you are showcasing YOU as the brand. Your likes, dislikes, lifestyle, quirks, thoughts, opinions, beliefs, and more. Social media is a fabulous place to get creative and showcase your unique personality. And by doing so, you’ll stand out like a unicorn in a field of horses!
Additionally, it doesn’t matter what products or services you sell or if your business is registered as a name other than yours, either way YOU are an extension of that business. Position yourself as an expert, authority figure, and thought leader in your industry by building your brand platform.
When it comes to connecting with your audience you need to turn into their radio frequency of WIIFM (What’s in it for me?).
It is a common misconception that when you are a business owner that you are expected to post only your promotional content on social media to generate leads. If you are doing this, it’s ok, you likely didn’t know any better. However, I’m going to share with you the RIGHT way to connect with your audience online through your content.
Since building your personal brand was #1, it applies to your content as well. It’s recommended that you follow the 80/20 rule for marketing. Meaning, 80% of the time create and share content that is relevant and valuable to your audience and 20% of the time promote your business, products or services, special offers, events, etc.
Additionally, we can break down the 80% of relevant and valuable content further. Of that 80%, you want to focus on the 80/20 rule again. Therefore, 80% of the time provide value-based content and 20% of the time share personal brand type of content to connect with your audience on a personal level.
Why would you want to do that?
Well, to put it simply, it’s because people buy from those that they know, like, and trust. How do you expect to build trust by posting your promotions all day every day? You’re not! Building trust is on a personal level. They want to feel connected to you as a real human being and not someone random person they follow online.
Therefore, don’t be afraid to show them behind the scenes of your business, photos of you out in the public or at events, pictures of you with your family or pets or even where you travel. You have so many options to let people see into your life and get to know the REAL you and not the highlight reel that we so often see in the online space.
Show your audience who you really are and you will instantly build a connection with them!
Furthermore, there are three things to be mindful of when you are creating content for social media.
What’s the benefit of this piece of content for my audience?
Is this content relevant to my audience?
What is the purpose of my content?
Once you verify your content is relevant, adds value or solves a problem, and speaks to your audience, then it’s time to infuse you into your copy. Let your personality shine!
EDUCATE YOUR AUDIENCE
Continuing our conversation about content and using it to connect with your audience which will ultimately help amplify your exposure, we also need to consider how you’re educating your audience. As mentioned, you can’t post your promotional offers day in and day out. While that tactic may work for a short period of time, it’s unsustainable.
The saying goes…
People love to buy, but they hate to be sold.
Stop trying to SELL to your audience 24/7/365!
Focus on providing VALUE to your audience. When it comes to the 80/20 rule that we discussed previously, I mentioned sharing valuable content on social media.
What is value-based content?
According to a Digital Marketer course that I took, value-based content marketing is part of an inbound marketing strategy that focuses on delivering high-quality content to an audience rather than focusing on the sale.
My personal definition of value-based content is content that is original to you and the goal is for it to educate, entertain, engage or encourage your audience.
Therefore, it is not curated content, a quote, an article or video shared from a third-party, or a random question. Now you’re more than welcome to share your knowledge in various ways such as video, long-form content, blogs, infographics, podcasts, etc. Get creative!
Looking for innovative ways to get visible online to amplify your exposure? Join my F-R-E-E Subscriber Tribe to gain access to my incredible Resource Library that hosts 20+ resources to help you in all areas of your business and receive access to the 50+ Ways to Get Visible (without posting in Facebook Groups) list. Join the Subscriber Tribe Resource Library today!
USE INNOVATIVE MARKETING
As mentioned above to get creative with your value-based content, it’s important to be innovative with your marketing overall. Your goal is to stand out from the crowd and not blend it. Do something different. Be a leader in your industry!
Infuse yourself into your personal brand and your writing. Write the way you naturally speak. Use slag words. While grammar and punctuation are important, some rules are also meant to be broken.
Focus on innovative marketing to grab the attention of your audience. If the industry trend is to start a podcast, then focus on something different, such as YouTube videos. The goal here is to think outside of the box, infuse your personality, and build your brand as part of your business.
Remember, you are a UNICORN, not another horse in the field!
ENGAGE WITH YOUR AUDIENCE
Last but not least, it is important that you engage with your audience online. The more you engage, the higher your organic reach will be. When someone sends you a private message to your social media accounts, respond within the hour. If not, you’re likely to lose them as a potential client.
Facebook is prioritizing and sprinkling unicorn dust on accounts that focus on building a community. Especially when it’s person to person interaction! Just a little extra expert tip as that social media platform seems to be the #1 platform business owners use to connect with their audience on a global level.
Engagement is simple.
Respond to private or direct messages within an hour.
React to comments on your content.
Reply to comments on your content.
Comment on posts where other’s shared your content.
Share your content on social media.
Tag your raving fans in posts to get their thoughts, opinions, feedback, etc.
You see, engagement on social media doesn’t have to be difficult. It’s just a matter of mindfulness.
Alright, if you implement these five tips into your social media strategy you WILL amplify your online exposure. Be consistent and intentional with your actions. Give it time and watch your analytics grow!
You’ve got this!
Share in the comments: What is your #1 way to amplify your exposure on social media?
How to stay focused and create success with simple, daily action steps!
The beginning of a business is fun and full of promises. We get super excited, we've never been so motivated! Then, comes the launch phase. Our stuff is SO GOOD, everyone is going to buy and we'll be an exception to the average success rate.
It is time...we launch.
Nothing. Some open rates, a few engagements, mostly from our friends and family who want to encourage us.
I built 2 businesses before I was 25. One as a wedding planner in Montreal, and my second one as a business coach. The hardest part for both of them was the middle: the time between the launch and consistent clients. It is so hard to keep going and to stay focused. We tend to look at others, to compare ourselves. Somehow, even though WE KNOW other success people went through the same things, we think they were an overnight success.
To build momentum and success, consistency is key. So how can you stay focused and create success with simple, daily action step?
I often say you don't need to do anything you don't feel aligned with, in your business. Except for mindset. If you don't a mindset routine, you are losing big time on increasing your productivity and joy.
Build yourself a mindset routine, whether it's through journaling, daily affirmations, giving yourself motivational speech in the mirror. You will soon see a major shift.
FOCUS ON THE POSITIVE
Fix your eyes on what you love in your life. Stop complaining about what is wrong. It doesn't serve you, you can't control it. It's pointless.
A gratitude journal would be a great idea to build a positive mind. Every morning and evening, write down 3 things you love about your life and 3 things you loved about your day. Be grateful for every little thing that is good. Being a business owner is hard enough. Don't make it worse!
CREATE A CONTENT WORKFLOW
At first, you won't have a team who re-purposes your content and who does all of the behind the scenes stuff. You will need a solid workflow to be productive. Close your social media platforms, and focus. Dedicating 1 day for your content creation will really help you to create quality content, it will help you be more efficient with your time, and you won't have to stress out, every day, to come up with something.
Here's mine, step by step:
Every year, I make my plan and schedule what do I want to launch and when.
I establish monthly themes according to my launch. I am in the middle of the launch of my mindset self-study ecourse about resilience and perseverance. For January and February, my content talks about resilience and perseverance. I want to launch a group program later this year, 1 month prior to the launch, I will start talking about tips and tricks around the topics I coach in the program.
I built a weekly workflow that works for me.
Mondays & Tuesdays: create content for the next week + schedule it.
I write my blog posts
I re-purpose my blog posts on social media posts
I re-purpose my blog posts & social media posts into emails
I create my graphics
I schedule my blog posts, my posts in my group, my emails and my pins on Pinterest
I write my posts that I publish in other groups, same for Instagram, so I can just copy/paste & engage 15-20 minutes/day
I am more productive in the morning and between 3 and 5 pm to write content.
You need to find the flow that works for you and have a well-established plan to do so. That way, I don't miss anything and I keep growing my engagement and numbers every day.
STAY DISCIPLINED AND CONSISTENT
Some days, we don't want to work. We feel discouraged and tired. Although rest is good to recharge your batteries, it shouldn't be an excuse to not do the work.
By creating a simple workflow that works for you, little by little, your list will grow, your group will grow, your community will grow. Before you know it, your first, then second, then the third and fourth client will come to you.
Resilience is a big topic for me. You can plan & set goals, but don't hang on too tight to the results. Leave space for opportunities, stay flexible. Let go of what you can't control, and accept where you are right now. The mindset work will help you with that.
To be honest, some days, the only thing I do is post. I don't have a team yet, so during my days off, I take 30 minutes out of my day to post and engage. But these consistent daily steps help me to stay focused. I see my business growing. Sometimes, I am even in my PJs in front of Gilmore Girls.
I used to bend over backward for my clients. Replying to emails at 9 pm and on weekends. Somehow, I was scared of them not liking me anymore. But it's crazy! I preach on boundaries and that your business should serve your life, not the other way around.
I only want calls in the morning, 3 times/week, and I love having my Mondays and Fridays blocked off to see my friends, work on my future programs and on the homework my own coach gives me. When I'm in a launch or when I open private coaching spots, I will open 2 afternoons, but with very limited time.
I don't schedule, post or reply during the week-end.
I only open my social media and emails 3 times/day to post, reply and engage. I spend a total time of 30-45minutes/day on 3 platforms: Pinterest, Instagram, and Facebook. 20-30minutes/day answering emails. That's it.
I cut social media from my life because I tend to do the comparison game and that's not good. I prefer trying out recipes and reading during my spare time (and re-watch Gilmore Girls over and over and over again.
These are all simple, daily action steps you can take to move forward without stressing out. Once you did what you needed to do, you put in place your blog, social media posts, or anything you needed, trust in what you've achieved and that the right people will come to you.
Share in the comments: What action steps are you comitted to taking to stay focused and productive?
Leïla is a business strategist. She helps female entrepreneurs create the perfect roadmap to build their amazing business around their lives, and not the other way around!
As a marketing strategist, I am often asked by authors when is the best time to start promoting the book. Sadly, most authors believe marketing should start either 2-4 weeks before the book is expected to release or after its release date.
In both instances, they're marketing the book at the wrong time!
Marketing begins the moment you start writing!
But how do you do that without being sleazy?
Most authors feel that the only way to market to their ideal reading audience is to persuade them to buy their book and they frequently use every marketing and sales strategy in the book. Which undoubtedly turns off some of their readers and damages their author brand. Ouch!
Lucky for you, I know a thing or two about marketing, and I am going to share with you my top tips and tricks to marketing your book before it's ready for publication without selling your soul or needing a shower after you push the publish button.
Ready to dive in? Great!
The new way of marketing is to build RELATIONSHIPS with your audience. Yes, that is your secret formula for marketing success.
Now, there are three phases to a book launch.
And in each phase, you change up your marketing strategy slightly to maximize the exposure for your book and to build your author platform. To do so, you'll follow my A.C.E Marketing formula.
A - Attract
C - Convert
E - Expand
Now that you know my secret formula, let’s discuss each of them in more detail!
When you in the pre-launch phase, think of it as the attraction phase. You are building a community of potential readers and fans. You are ATTRACTING them to you by building genuine relationships with them through engaging content.
When you are building a relationship with your target reading audience, it's not about blatant promotion. It's about connection. It is about being human!
In this phase, your goal is to create awareness, build and engage with your community, generate exposure, and establish your author brand and platform.
What are some ideas for attracting your ideal readers to follow you and subscribe to your author email list?
Share behind the scenes sneak peeks
Ask engaging questions
Share relevant articles related to the topic of your book
Ask for feedback
Share quotes from your book
Share snippets from your book
Share about upcoming events that you're hosting or being featured at
Share publicity opportunities that you have secured
Do a daily countdown to the book's release
Talk about the book
What gave you the idea to write it?
What did you learn?
What was the most challenging part of the process?
What do you hope your readers gain from reading your book?
What are you most excited about with the book?
Amidst the relationship building, you also want to sprinkle in content asking them to subscribe to your author email list. The key here is to provide value + provide the link so that it's not a blatant promotion. Take a look at my example below.
Behind the scenes at my photoshoot!
Why does this post work? Let me break in down for you.
I used a unique and branded hashtag to identify the title of my book.
I generated buzz about my story.
I talked about why quitting my job was important to me.
I provided a link to sign up for the email list in a casual way.
I used a selfie to draw in my audience and let them see me.
Pretty easy peasy! The post took me about 30-sec to write and publish. Marketing doesn’t have to be difficult!
The idea here is to generate "buzz" during the pre-launch phase.
Expert Tip: Create a branded hashtag to use on all of your social media posts for easy brand recognition and a reminder about your book.
When I released my first book, The Beauty In My Mess, a #1 bestseller, I used #thebeautyinmymess, #tbimm, and #tbimmauthor as branded hashtags. While I don't recommend having more than one branded hashtag, but in this circumstance, they each serve a different purpose.
Other hashtags you could use are #bookrelease, #writer, and #author.
If you happen to be a published author or a bestselling author, like myself, then you can use #publishedauthor and #bestsellingauthor.
Looking for a supportive group that’ll help guide you on your author journey?
Join the Independent Author Society community!
Independent Author Society
Closed group · 26 members
Welcome! I'm Kayla and the host of the Independent Author Society. I’m thrilled you’re here!
This group is for aspiring or seasoned independent authors...
Why should you join us?
Access to bestselling authors to learn tips and tricks from their experience.
Daily Q&A, feedback, and support other aspiring or published authors.
Weekly livestream training pertaining to writing, editing, publishing, marketing, or profiting as an author.
Monthly training on a topic of choice to support you on your author journey.
Member of the Month and Author of the Month exclusive features.
Opportunities for publicity, co-authorship, and more!
Now that you have an idea of what you need to do to generate buzz and attract your ideal reader, now we move on to the launch phase which is about converting your audience into buyers.
When we think about converting your audience, we are converting them when they purchase your book. Yes, you are technically converting your audience when your readers subscribe, but in this case, we're talking about the monetary conversion.
There are a variety of things that you can do to continue to (1) attract and (2) convert during the launch phase.
Host an in-person or virtual launch party
Host a giveaway
Do book signings
Share completed publicity opportunities
Go on a virtual book tour
Create a launch team
Host an in-person or virtual workshop
Offer bonus content with the purchase of a book
As you can see, there are a variety of ways you can market your book without feeling like a sleazy car salesman/woman. Focus on providing value, connecting and engaging with your audience, and be your authentic self.
Hooray, we're in the expansion phase! In this phase, we will continue to (1) attract and (2) convert and adding in (3) expand.
What do I mean to expand?
Simply put, we are going to expand your brand and author platform. To expand, we need to amplify our efforts. Which means we need to step up our marketing game further and add in more publicity opportunities.
You'll notice that in the attract and convert phase, I mentioned publicity in both sections. That's because publicity is crucial to the success of your book and your brand. There's a simple three step process that I like to reference when we're in the expansion phase.
Publish your book
Promote and become a #1 bestseller
Publicize your platform and brand
Publish. Promote. Publicize.
Ways in which you can expand your platform is to uplevel your publicity.
Host or be a guest on a podcast
Guest write on blogs or digital magazines
Book speaking gigs
Get interviewed on radio
Get featured through your local newspaper
Secure media coverage
Create a program or course your audience can use to work with you
The idea here is to explode your platform and author brand. The REAL MONEY happens after publication. Once you hit bestseller status, you immediately position yourself as a credible expert and authority figure.
I recently read that having the title of bestselling author carries more weight than being a doctor! Let that sink in for a moment.
Your book is your greatest asset!
Once your book is released and it hits the bestseller status, your focus is no longer on the book. It's on YOU! Your book is the key to opening the doors of opportunity for you and yet it's the cheapest way to generate quality leads.
Keep in mind that the life-span of your book is limited. However, the life-span of your brand is not, which is why you want to focus on building your brand and using your book (the key) to secure publicity opportunities that will pave the way for higher-level opportunities (open doors) where you can make more money.
Alright, there you have it! I outlined and gave you some of my best tips and tricks to marketing your book during all three phases of the marketing process. Utilize the A.C.E. Marketing formula as your guide to creating an innovative marketing strategy for your book's release.
Share in the comments: What's your #1 struggle with marketing your book?
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.
I feel it’s a pretty basic explanation of what content marketing is, it’s overall goal and expectations.
WHAT TO CONSIDER ABOUT CONTENT MARKETING
As you get started with your content marketing strategy, there are a few things you should consider. The following three tips are important to remember as you create content.
Content marketing is a strategic marketing approach
Content should benefit a specific audience
Content should be valuable, relevant, and consistent
In a nutshell, be sure your content is part of a marketing strategy that is targeted towards your specific audience and that it’s valuable, relevant, and consistent.
You may be wondering what it means to provide “valuable” content. For me, in my professional opinion, value-based content is original to you and the goal is for it to educate, entertain, engage or encourage your audience. It is not curated content and it’s not “fluff” filler content. Value-based content positions you as an expert, authority figure, and thought leader because of the type of content in which you create to share with your target audience.
WHAT ARE THE BENEFITS OF CONTENT MARKETING
There are several benefits of content marketing. However, to keep it short, sweet, and to the point, I am going to share with you my top seven benefits of content marketing to illustrate how important it is for you to utilize it as part of your overall marketing strategy.
Touches every facet of your marketing strategy
Creates brand awareness and builds trust
Helps to influence conversions
Boosts your SEO
Positions as an expert
Cost effective way to generate leads
Helps a business to stand out online
As you can see just from a brief explanation of how content can benefit your business, you can understand and appreciate how effective it can be when used in conjunction with other forms of marketing.
Looking for resources to improve your email marketing? Join my F-R-E-E Subscriber Tribe to gain access to my incredible Resource Library that hosts 20+ resources to help you in all areas of your business.
Join the Subscriber Tribe Resource Library today!
WHAT CONTENT TO USE WITH A LAUNCH
Just like with the number of benefits of content marketing, there are several types of content that you could use when launching a product, service, or a new business. However, I was able to summarize it into five types of content that I recommend you use for your first (or next) launch.
The first two content types are designed specifically to support your launch in the following ways.
Help you stand out online
Make you relatable and credible
Build the know, like, and trust (KLT) factor
Engage your audience
Attract your tribe (and repel those that’s aren’t)
The last three content types, are designed to help you by doing the following.
Ditch the overwhelm
Help you work smarter, not harder
With that said, let’s make your first (or next) launch awesome with the power of compelling content!
When it comes to stories, we are naturally hardwired to want to hear and read stories. Sharing a story with your audience can serve one or more of the goals for value-based content. Obviously, it depends on the type of story that you are sharing but it can educate, entertain, engage, and encourage your audience.
Maybe you have heard this before and maybe you haven’t. I first heard this quote from Marie Forleo and I would like to share it with you.
Facts tell. Stories sell!
What types of stories could you share with your audience? Well, there are many but here are a few to help get the ideas flowing for you.
Product, service, or business origin
Yours or a client’s results or case study
Pain to pleasure
Failure to success
Let your creativity guide you. As an expert tip, look for every day things that happen where you could create a story from it and tie it back into something related to your launch. You will be surprised how the realness and vulnerability of your life will connect to your audience and support their decision to buy. It makes you relatable or “human”. You’re no longer seen as untouchable.
When it comes to polarizing content, you should be careful when using it. It can trigger people to respond negatively and it’s nothing you did or didn’t do. When people are triggered it is a direct result of what they’re internalizing and something they need to work through.
As mentioned, this content is designed to help you stand out and attract your audience. It can and most likely with “ruffle some feathers” but don’t let that stop you from sharing what you believe in.
Here are some examples of polarizing content that you could create and share.
Talk about your core values and beliefs
Point of view about relevant industry topic as it relates to the launch
Take a stand for something that you believe in that relates to the launch
Discuss why XYZ process it is “fluff”
Talk about what you hate about XYZ in relation to launch
Really dig deep when writing polarizing content. Think about what you are passionate about. Things you hate in your industry. Anything that drives you bonkers. Once you have ideas, find a way to weave it into your launch content so that you can be a unicorn in a field of horses.
Emails are a powerful way to connect with your audience with a push of a button. While you will most likely be using email as part of your launch strategy, I want to discuss with you how you can work smarter, not harder by repurposing emails or newsletters as content for your launch.
Here are a few different ways in which you could repurpose emails as content used during the launch.
Create a blog post
Record a livestream or pre-recorded video
Create a podcast episode
Create social media content
Create a short masterclass
Additionally, you are welcome to repurpose your emails as emails. However, you’ll want to consider the following updates to give your emails a fresh new look so that it doesn’t look like the same email that you previously sent your email list.
Change subject lines
Change the opening and closing of emails
As an expert tip for you, I recommend that you change the benefit-driven statement or hook and images on the sales page and/or landing page that you are using for the launch if this isn’t your first rodeo.
Similar to emails, I want you to repurpose social media posts. Find the ones that are relevant to your audience and launch topic. From there spruce it up so that it can appear like a new post on social media. You’ll also want to consider making the following changes for a fresh new look.
Change emojis or special characters used
Change call to action (CTA) verbiage
Change the CTA buttons
Furthermore, you can repurpose your social media content in a variety of ways too. It just really depends on what the content is, but here are a few ideas for you.
Create a blog post
Record a livestream or pre-recorded video from a text post
Record a podcast from a text post OR create a podcast from a video
Pretty simple to do. Think outside of the box and you’ll be amazed at all of the ways in which you can repurpose quality content that you already have! Work smarter, not harder, my friend.
Alright, when it comes to video it really is no different than email or social media in regards to being repurposed. Think about it…how many videos have you done in the last year? Could any of the be repurposed for your launch? Yes, most likely!
Here are a few different ways in which you can repurpose video for a launch.
Create a blog post
Create a podcast episode
Share or reshare it to your email list
Share or reshare it on social media
Turn it into a lead magnet
Now if your video was a recorded masterclass or webinar, you can share the replay OR host it again and change the title for a fresh new look.
Lastly, the videos that you repurpose can be livestreams or pre-recorded video. Both will work for repurposing. And like I mentioned previously, use your creativity to think of innovate ways in which you can repurpose your relevant content for your launch.
And there you have it, my friend. My super secret content marketing strategy for launches that will help you ditch the overwhelm, avoid burnout, and allow you to work smarter, not harder all while attracting quality leads for you to convert!
In the comments, share with us: What is your biggest frustration with marketing a launch?