Andrea Jones: If you ever have that moment where you're comparing the time that you
have to do your marketing and the amount of things you need to do in your marketing
and you're going, this doesn't match up.
I got to change something.
This episode is for you because I'm going to talk about how to maximize
your time, get the most efforts out of your marketing strategy.
And I promise you it's probably not focusing 100 percent on social media.
Okay.
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All right.
This episode is actually inspired by a recent coaching
call that I had with a client.
So for context, Um, if you want a one on one call with me, you
absolutely can book one on my website.
Or if you're in one of my memberships, I often have one on one calls with members.
And this was one of my new members who came to me with the problem of,
am I focusing on the right thing?
She said, I only have two hours a week, Andrea.
This is my side hustle.
And I still have to serve my coaching clients help.
Please.
Um, and she said, uh, we started off the call with her going, I
think I need help with Instagram.
And, uh, you'll see by the end where we ended up.
And I think a lot of us are in this spot.
Um, my favorite people to work with have time constraints and time limits
when it comes to marketing, because if you had all the time in the world and
all the money in the world, like sure.
I was.
I'm going to say something crude.
Go all out.
Go out and do all of the things because yeah, you could do all of
the things, but a lot of us, we have, you know, I have young children.
Maybe you have a chronic illness.
Maybe you have aging parents.
Maybe this is a side hustle for you.
Maybe you're going back to school.
Maybe you just have low energy.
Um, maybe you have, um, It's a mental health challenges, like
there's so many life is lifing things that happen where we go.
Yeah.
I mean, in the ideal world, we'd wake up, record 10 videos and
spend all day on social media, but this isn't the ideal world.
We're in reality here and reality is limiting us based on our circumstances.
So with that in mind, I'm going to share the advice I gave to her.
But I want you to think about how this applies to you specifically.
So the first thing that I asked her is, um, after we got through
like the background of her business and all that, I was, I was asking
about her existing clients.
And I think this is a huge opportunity for a lot of us when we think about,
okay, we've booked a couple of people.
Now what?
Um, remarket to your existing clients.
I call this internal marketing.
I think we skipped this step a lot because a lot of folk marketers focus
on like getting new clients, getting new clients, getting new clients.
But in this particular case, she is a coach.
Um, I'm not going to give too many details about her specific industry, but
she has courses and she runs in person workshops and she has like a big kind
of like a retreat style event, um, that she hosts a couple of times a year.
And most of her people go to her stuff time and time again,
and she's not marketing to them.
She has a client list and she doesn't even email her clients
out when she was, she's, you know, planning and hosting her next event.
She was focused on posting those on Facebook and hoping Facebook
would deliver them to her client.
So the easiest like way to scoop up that money that's left on the table
for her was to create an email list.
She used Wix.
Okay.
So use the tool that you're using.
She had all her client lists in Wix.
Let's email them out every time you have a new event and just
say, hey, we have a new event.
Here's the link to sign up or respond to this email and we'll sign you up or give
me a call and we'll get you signed up.
It doesn't have to be complicated.
All you have to do is keep in touch with your current clients and customers.
And even if you don't want to go the route of having an actual email list, you can
still email and call them one by one.
Yeah, is it old school?
Sure.
But these people have already purchased from you.
Hopefully you've had an amazing experience and they're probably
willing to go the road with you again.
So the easiest way, in my opinion, to generate new business is to look back
at your current business and think, how can I remarket to my existing customers?
Sometimes that's sharing existing products.
So upsell, downsell, cross sell.
Sometimes it's sharing new products.
So new events, new offers, things like that.
Either way, we want to let them know that what is available.
I promise you this isn't pushy.
It's just asking and inviting and letting them know if they
don't know they can't say yes.
Okay.
Um, and I can't, I hate the feeling.
I hate the feeling of someone going, man, I shared it a couple of times
on social media, nobody's bought.
And then you ask people and they're like, Oh, I missed it.
Like that feeling of like, Oh, I didn't, I didn't see you were doing this thing.
Oh, I didn't see you're hosting this workshop.
I never saw you launch this new book or this new product.
That is the worst feeling.
So get, put your little nudges out there in the world.
If you're busy, they're busy.
Okay.
We need the constant reminders, right?
So that's the first piece of advice I gave to this client.
Second piece is, uh, email marketing.
I know she wants to focus on social media.
I see that for her, but since we're already creating a strategy, like
first step, phase one strategy to email existing clients.
The second step was to email potential clients.
So what was happening is people would book these like free
consultation calls on her website.
And they were, she's not contacting them again.
If they purchased then great, they purchased the thing.
But if they didn't, she wasn't following up with them at all.
And so to me, the next step for her was to create a cadence of
emailing those potential clients.
Reminding them of what they signed up for and giving them a little nudge if they're
ready to take the next step for her.
We talked about either every other week or monthly.
I think monthly would work best to just be like, Hey, you indicated
interest in this in the past.
Would you like to move forward?
Or maybe even.
You know, Hey, this is a new workshop that I have, you know, I know you're
interested in this product, but maybe this one would be helpful for you.
Okay.
Again, this is using what she already has.
She has a list of these leads that, you know, maybe for some reason,
never booked the first time.
Why not create a system to email them again?
So with her two hours a week, what she's focusing on right now is
emailing her current client customers and her potential client customers.
Can you already see how she's scooping up?
Yeah.
The leads and the potential sales off the table just by making those two changes and
we're not getting complicated with tools.
We're going exactly where she is.
She's using Wix and Wix is like internal email marketing.
Okay.
Don't try to make it complicated and don't start from scratch every time.
Okay.
Third tip is really just a tracking tip.
Um, Okay.
Because I asked her where her leads are coming from in our call and she said
most of her leads are referrals, okay?
And then I asked her why she thinks she needs to focus on social because,
you know, she knows her business.
I don't know.
I'm just coming into it for the first time.
Um, and she just figured that people would, you know, find her on social
and then book the call with her.
But she had no idea.
She said referrals, but she had no idea even where referrals were coming from
specifically and there were specific community groups that could be Leading
to referrals right like specific.
I'm trying not to give too much about her business But there are specific community
groups that could lead to referrals, but she had no idea Okay So the third thing
that I recommended her to do is on her intake form for her leads When people
book a call with her, they put their name, their email address, their problem.
They book the call, add a question there to say, who referred you?
It's that simple, right?
Who referred you?
Because I guarantee you, I can almost promise you that 80 percent of our leads
are coming from one lead source and she doesn't know what that lead source is.
And so she's going to be spending all of her time on all of them instead of
focusing in 80 percent of her time where 80 percent of her leads are coming from.
Okay.
So I want to ask you, do you know where your leads are coming from?
If you say word of mouth, don't let me fight you.
Word of mouth from who, from where?
Okay.
There's probably a source that you're not referencing or that you're not.
tracking that you don't even know if there's like a specific group
where people are coming from.
So in your free discovery call, your sales call, your consultation call,
your intake form, add a question.
How did you find me?
Word of mouth referral, specific communities, social media.
You know, I heard you on a podcast, like we want people to know this.
because it'd be very helpful for you.
Once you start to see the patterns, then you can recognize and nurture the
spaces where those leads are coming from.
And then you can mark it directly to those specific groups.
Okay.
Maybe even do some collaborations.
Like there's so many things you can do for those specific groups.
Okay.
Oh my gosh.
I'm getting so excited about this.
Okay.
So we talked about remarketing to existing clients.
We talked about marketing to cold leads or warm leads.
And then we talked about tracking where the leads are coming from.
Now, I want to talk about this inbound traffic.
So she said that she was getting a lot of traffic to her website, but she
didn't know where it was coming from.
She just assumed it was from referrals.
And so I think a big piece of making sure that you understand where your
website traffic is coming from is to start looking at those SEO moments.
So in particular with her business, there's specific designations
and titles that people have.
And I bet you Especially since a lot of her business was local, but she's really
focusing in on that local business.
But when I look at her website, I didn't get a hint that she was local.
I didn't see any cities, states, counties, any of that, right?
And so when you're looking at your website traffic, if you are trying to
get a certain segment of the of people.
We want to make sure to explicitly say that on the website.
For her specifically as well, she had categories and groups of people
that she wanted to market to, but she didn't want to alienate everyone.
And so the strad long term strategy, I'm talking like phase three,
phase four of her two hours a week.
Okay.
After she's implemented everything else was to start writing blog posts.
Um, on her website, specifically saying this versus this or, um,
this style of coaching in this area.
Okay.
And so we were getting specific about who she wants to work with and creating
content that's optimized for search so that we can help people find us.
And I know, I know people are like, SEO is dying.
It's not.
It's just changing because of.
AI and artificial intelligence.
They all have search components, and we need to still educate the search
components on how to categorize us.
Okay.
All right.
So that was, uh, takeaway four for her.
The last takeaway that I had in this conversation with her was, um, getting
more people onto her email list.
And so this one is a little bit more complicated.
Uh, but when I think about how she is getting all this traffic to her website.
People are booking calls.
She has no idea where they're coming from.
But I saw a huge gap in the people who are landing on her website
and the people booking her call.
Okay?
So there's this curiosity gap.
You know, someone's like, hmm, I may need this service, but I don't really know.
And the nature of our industry is they're actually not very active on social media.
There are certain groups that just will never like and comment.
They won't engage at all.
Um, and so even you could be doing all the best strategies on social media.
They're just the type of group that's never gonna be like super
chatty in the comments, right?
That was her group.
And so yes, she can still post to social media, but ultimately she wants to get
them into more intimate space, which for her would be email marketing, okay?
Now in my audit of her stuff, she has this YouTube channel where
she just Like post these audios that were kinda like motivational.
Her voice is so soothing, honestly.
It was great.
And she happy to do more audio.
She's like, never in a million years would she do video, but she'll do audio.
And so what I suggested for her to kind of bridge that curiosity gap was
to create a voice-based lead magnet using one of my favorite tools.
Hello Audio.
I'm gonna put the, the link in the description for them.
Um, it's how I create my private podcasts.
Okay.
I love it.
Um, and I think it worked really well for her group, the intimacy
and the way that she like delivers her programs and her workshops.
Her people are busy.
They can consume it on the go, uh, short three to five episodes, 10 minutes long.
And if someone lands on the website and they go, Hmm, I'm curious about
this, but I'm not sure if it's for me.
We want this.
Um, lead magnet to bridge that curiosity gap and yes, have them put into her email
marketing tool So she can continue to market to them over time for when they're
ready to take that next step Okay So what I will say to you all that I didn't
say onto the call with her because this was a lot of work We did in an hour is
that this is just the beginning for her.
Okay, she needs to start with remarketing to her client list, then she needs to
start marketing to her potential clients.
She needs to start tracking where her referrals are coming in and her website
traffic is coming in and then capitalize on her current traffic coming in.
This is all groundwork for stuff that she already has happening, but in order to
build up her practice where she can add on more coaches and kind of expand her
work, um, she will need more attention.
And this is where my attraction strategies will come into play for her.
Um, which we'll have more information about how to leverage attraction.
strategies once she starts implementing this kind of initial phase of the process.
But I do want to mention that because I don't want you to think that
this is everything she needs to do.
This really takes care of the back end of her funnel.
And now we need to drive in more people into her funnel.
You'll also know in this strategy, I don't really have a lot of supporting content.
Um, There's a signature content style with her email marketing.
Um, there's some supporting content with blogging potentially.
Um, but there's not really a lot of supporting content.
So I would likely layer that strategy in based on her preferences
and based on her community needs.
Okay.
I hope this episode was helpful for you.
It's a little bit different than the ones that I do, but I
wanted to give you insight onto what it's like to work with me.
one on one.
Um, and if you don't want to work out with me one on one, you
could also join me in the lab.
I do the same thing for my members in the lab.
Y'all have unlimited support for me with your comments, your questions.
Um, we had someone the other day to say, Hey Andrea, can you
look at my LinkedIn profile?
I'm doing this event and I want it to reflect it.
And so I gave them a whole breakdown of like, here's all
the things you could change.
You can think about this.
Have you thought about that just by them showing up and asking the question.
So that's the level of support that you want my brain on your work.
Come on in and join us in the lab.
The water is fine.
I would love to see you there.
I'll be back at you next week with a new episode.
So stay tuned for that.
I'll see you then.
Bye for now.