warm leads

How to Warm Up Your Audience Before Pitching Your Services

I am a huge proponent of personalizing your message for your target audience, but this is even more important for consultants.

Consultants sell advice. It’s rare someone will pay a consultant for advice when they don’t know them from Adam. That’s why it’s critical to transition cold traffic — people who don’t know you — to warm leads before attempting to sell.

There are a number of ways to convert cold traffic into warm leads as a consultant.

Here is a three-step guide:

Step 1: Create Content

Since consultants are selling advice, content is critical because it showcases knowledge. Get into the heads of your target audience and come up with problems they need to solve.

It’s important to think basic for a number of reasons.

First, you will appeal to a broader audience when you start slow. As an expert in your field, it’s easy to take for granted what your audience doesn’t know.

Second, providing something simple allows your audience to test your advice and see tangible results. If what you’re suggesting is too complex, they will get lost in it and not see what your advice can do for them.

Noteworthy Advice

  • You may worry about giving away too much because then your audience won’t need to pay you. The opposite is true! When you give away your best stuff, people will flock to you for customized services.
  • Your content medium is just as important as your content. Again, get into the heads of those within your target audience and figure out how they best ingest content. It could be a blog, video, infographic, or podcast.

Step 2: Promote and Track

While it’s useful to have people reading, watching, or listening to your content because they’re getting to know you, it’s critical to track them.

I prefer a method recently mentioned in an interview between Jocelyn Sams of Flipped Lifestyle and Natalie Eckdahl of the BizChix Podcast: install a Facebook pixel on your website so you can target ads toward those who engage your content.

This method works twofold: first, it helps you grow your business Facebook page, which is difficult to do without paid advertising. Second, it leverages the most robust advertising medium available to reach your target audience.

You can promote your content on any medium — Twitter, Pinterest, YouTube — as long as traffic is coming to your website.

Step 3: Retarget to Warm LEADS

Your next step is to create a custom audience within Facebook.

  • Visit your audiences page within Facebook Business Manager.
  • Go to Create Audience — Custom Audience — Website Traffic.
  • From there, you can target anyone who has visited your website within a certain number of days.

This custom audience is valuable because we know they have been exposed to you and what you provide. Now you can target this audience with a bigger ask. Maybe you provide a resource and ask people to give their email address in exchange or go right to promoting your paid service.

It takes 6-8 touchpoints to generate a viable sales lead, depending on who you ask, so you may not get sales right away when you retarget to this audience.

The key is to understand exactly how you want people to get from knowing nothing about you to wanting to buy from you. This process — taking the audience from cold to warm — is only the beginning.

Final Thoughts

The number of steps it will take for cold traffic to buy from you depends on your content, audience, and service. It may be easier for a marketing consultant to convert than a fitness consultant, for example, since the latter is more personal.

The key is be organized, keep track of analytics, and refine until you get it right.

repurpose content

How to Repurpose Content for Your Business

When you’re running a successful business, taking time to generate content is difficult enough without trying to create multiple forms of content.

What should you create? Live Facebook video? A blog article? A photo? Where should you post it? It’s already overwhelming and you haven’t even determined what you’re going to say.

I, personally, love content and the many ways it can be used, which is why I’m sharing a few ideas for how you can repurpose content to be relevant across multiple platforms.

Facebook LIVE

I just did my first-ever LIVE Facebook video since I preach it’s importance to my clients, but had never done one myself.

The reason Facebook LIVE is a medium you want to invest in for your business is because Facebook is trying to grow that aspect of its platform. When you go live, it notifies everyone on your page that you’re live, drawing attention to your content.

After the video is over, it converts to on demand content with a higher weight (e.g. higher level of importance) than video that was never live.

But hey, you’re not done!

  1. First thing’s first, write a blog post around the video. You can transcribe some of the things you said and quote them within your blog or you can write on a related topic.
  2. Embed your video within your blog and extend the life of your video through cross-promotion.
  3. Make 5–10 key quotes tweets on Twitter and link to the blog. This will push traffic to the blog and, ultimately, to Facebook.

Podcast Interviews

If you are regularly featured on podcasts, you have a wealth of content at your fingertips and you may not even recognize it! Podcasts can be anywhere from 15 minutes to an hour. They frequently contain in-depth conversation between you and a reputable podcaster.

What should you do with that once you podcast is released?

      1. Thank your interviewer! Wherever your podcast interviewer has an account, thank that person by tagging them and linking to the interview on their website.
      2. Transcribe the interview. For longer podcasts, this may seem really daunting, but the content is gold. You have someone focused on you for an hour … you want to repurpose that content as much as possible!
      3. Write blog posts using those transcripts. You may be able to come up with 2–3 posts from one podcast. Embed the audio from the podcast within your blog posts and tag the person who owns the podcast every time you promote your blogs on social media.

These actions accomplish a few things. You are …

      1. Getting the most out of your content!
      2. Showcasing your expertise to your audience by broadcasting that you were featured on someone else’s podcast.
      3. Showing other podcasters how creative you are with your content and how much publicity they will get by having you on the show.

Curated Content

Curated content is a great way to spread the word about your business while networking with top influencers. If you have specific writers, podcasters, or industry professionals you follow and admire, you can cite their content within a blog for your website.

Let’s say you are a podcaster. Another podcaster comes out with a great article, “The 10 best ways to book your featured guests.” You, however, have had success in other areas this person didn’t mention.

You can give a shoutout to the original blogger by summarizing what he or she said and linking back to the original post. Then you can add your additional tips.

This gives you a brand new piece of content while you did little work and you are networking with another influencer in your space.

Final Thoughts

      • Be creative with your content! When you take the time to put together an amazing video or be a guest on someone’s podcast, get the very most you can out of the time you spent.
      • When you give love to others within your industry, it will come back around! Your brand will be mentioned on social media, you’ll be invited to appear on other podcasts. Trust me, it happens.
      • Be on the lookout for great content by others! You may be able to leverage it for yourself by responding to or enhancing it … and you give someone else a shoutout at the same time! It’s all about networking.

Do these ideas seem fantastic but you just don’t have the time to make them happen? Reach out for a discovery call. I love repurposing content for my clients!

social media marketing

Content and Social Media Strategy: Why Should You Invest?

As a successful business owner, you understand the importance of trust. Whether you’re targeting other businesses or individual consumers, you get that others invest in you because they know you have their best interest at heart.

What you may or may not be doing, however, is translating that into your digital media strategy.

Different Worlds

The online world plays by a different set of rules than the traditional marketplace. If you are fluent in the latter but not the former, this can be frustrating for two reasons:

  1. You don’t understand the nuances of digital media and, frankly, don’t have the time to figure it out. Your business is doing just fine, thank you very much … why invest time or money into something you don’t need?
  2. You have invested time into digital media and it isn’t working, so you’re ready to give up. Refer back to No. 1. Your business is doing well without social media and online content … why not leave well enough alone?

Why You Should Get Behind Digital Media

I’ll tell you why! If you already have a successful business, there is huge untapped potential for you in leveraging digital content and social media. The key factor is trust.

You must translate the trust-building efforts you put into your brick-and-mortar (or person-to-person) business into your digital strategy. It is the fuel that drives online marketing.

Here’s why:

1. People or Businesses Invest in Experts

If your target audience trusts that you know what you’re talking about, they’re more likely to pay for your product or services.

If you’re a hair stylist, make how-to videos showcasing fancy up-dos. If you’re a wedding planner, write articles that list the items every bride should have on hand on her wedding day.

Don’t fear giving away your company secrets!

I may read a cheat sheet for filing a lawsuit, but does that mean I want to do it myself? Heck no! But that cheat sheet shows me that the lawyer knows what he or she is talking about and I’m more likely to hire him or her!

2. People or Businesses Invest in People or Brands They Like

Quality engagement on social media is a huge plus! As your audience gets to know you, it builds a trusting relationship that can translate into sales.

After bootstrapping my own business, I recently decided it was time to take things to the next level and invest in personal coaching. The coach I reached out to was someone I’d listened to via Podcast for months.

I handed over my $300 for a 90-minute session without hesitation. Not only do I recognize her expertise, I genuinely like her. There’s no way I would hand over that kind of money a coach – grossly successful or not – if he or she rubbed me the wrong way!

3. People or Businesses Invest in People or Brands They Can Find

Let’s say you’re in the market for a new roof. Not a cheap project! You’re going to want to invest in a business you trust. You do a quick search on Google: “replacing a roof.”

You skim past the paid advertisements to see what comes up in your search organically. To your surprise, the top results aren’t company pages, but articles. You click on an article entitled, “How much does a shingle roof replacement cost?”

The local company has a resource-rich article filled with cost comparison, methods for replacement, instructional photos, and how-to videos. You immediately recognize that this business knows what it’s talking about (No. 1) and you enjoy reading the article (No. 2).

You found this business because it had a solid digital marketing strategy that no doubt included keyword-rich articles and multimedia along with social media promotion.

Invest in What Matters

If you are a successful business owner struggling to get behind a digital media strategy, take a moment to rethink your stance.

If you’re currently putting a futile effort into social media, paying for a premium consultant can free up your time to invest in the parts of your business strategy in which you rock!

If you haven’t touched digital media with a 20-foot pole aside from a thrown-together WordPress website and a Facebook page you’ve checked twice (and since forgotten the URL), paying for a premium consultant can take your business to the next level!

It’s all about building trust. What do you say … are you in?

Writing For Yourself is the Best Thing You Can Do

I look back at my switch to full-time freelance writing as a two-step process.

Step one was when I first toyed with the idea this past spring. I already had my own blog, but had been writing as a hobby instead of a job. I researched tips and tricks of the trade and came away one clear idea: I had to write for myself first.

That counterintuitive idea of writing for no pay for myself turned out to be a huge factor in progressing toward step two, or making that official transition from hobby writing to writing as a career.

You provide writing samples for yourself

This is huge because you will always need writing samples when pitching a publication or applying for a writing job. Yes, you can provide an amazing piece you wrote a few years ago, but providing pieces from consistent writing is even more valuable. Not only does it show you write as a way of life, it shows you have the commitment to keep up with regular work.

You keep your flow going

Professional athletes that live life on the bubble may be cut from a team and then signed to another weeks — or even months — later. That athlete can’t afford to stop exercising and lifting weights or he would never get another job. The same is true of your writing. You want to stay in good writing shape with consistent pieces.

You build your audience

Building an audience is twofold: it gives you a reader base and it gives your clients an added bonus when they hire you. In fact, if you pursue niche writing, many publications will actually turn you away if you don’t have an established reader base.

You learn the ropes

Even though you’re working for yourself, getting into a rhythm and mindset of writing as a job helps you once the paid clients start rolling in. A huge challenge of freelance writing is getting on a schedule because distractions are always looming! Put writing on your daily calendar (try to make it the same time every day) and start banking those articles.

You give yourself a place for your pitches

When you pitch other publications, you will be turned down way more than you are given the green light. The silver lining is that you have turnkey stories for your own blog or publication that will keep your morale up despite rejections.

Developing confidence in yourself as a writer is just as important as getting “wins,” or paid work. Treating yourself as the No. 1 client will help you build both.