genuine and trustworthy

Dollars Flow to the Genuine and Trustworthy

Passion is a way of life and business for me. One thing I’m very passionate about is being genuine and trustworthy as an entrepreneur.

Businesses run by honest, passionate people are the ones others want to work for and with. I only work with clients who are genuine and trustworthy and who want to make a difference in the lives of their clients or customers.

Beyond operating that way within a business, though, is marketing oneself the same way in order to move a business forward. This isn’t always the sexiest approach, because it can take time to plant roots as an unknown in a digital space, but it will ultimately bring the best return.

Once individuals know, like, and trust you, they will give you their business — it’s that simple. It’s important, however, to follow specific guidelines:

1. Make Sure You’re Marketing to the Right People

While it’s fantastic to generate engagement in the digital space, it’s meaningless if those you’re engaging with have zero desire to buy from you. Don’t fall into the trap of reaching out to an audience that ingests your content, but doesn’t need your services.

Here’s an example:

Let’s say you build websites and you’re trying to drum up business through social media. You publish tips and tricks as a way to generate engagement and, hopefully, business. The only problem is that your tips and tricks are attracting a do-it-yourself audience that loves your content, but doesn’t need your services.

If, on the other hand, you publish “10 questions to ask of your potential website developer,” you may attract a crowd looking for a website developer instead of looking to develop it themselves. And, going back to our original point, you will show that you are caring and trustworthy by helping this audience find the right fit.

2. Make Sure You’re GENERATING Enough Exposure

Just because you build it, doesn’t mean they will come. Producing fantastic content is only the first step. Next, you need to get that content in front of the right people by working with a social media specialist to dig into the nuances of each platform to get the most out of them.

Here are a few of my articles that may help:

Beyond that is a need for general SEO, or search engine optimization. Writing quality content is one thing; you also need to structure that content within your website so search engines read it and pull out relevant keywords.

One of my more popular posts is, “Stop Thinking SEO is Something You Should Save for a Rainy Day.” Basic SEO is simple and can make all the difference between potential clients finding you and finding someone else instead.

3. Make Sure You’re Saying Enough

As I mentioned before, I only work with awesome, genuine, and trustworthy clients. One of the things I do for them is connect the dots between who they are and what they’re broadcasting to the world.

Too often, amazing, talented entrepreneurs are selling themselves short by not conveying the incredible qualities they possess. These qualities are often referred to as “soft skills” and aren’t as outwardly valued in our culture as hard skills.

For consultants especially, these soft skills are everything. Even if your “it factor” has nothing to do with soft skills, the piece that will push people over the edge to want to hire you is often your engaging personality, ability to problem-solve, or genuine desire to want to help.

Make sure what makes you unique is being broadcast along with your deliverables.

Final Thoughts

Digital noise bombards potential clients and customers with endless messages and pitches. You want to be the person they turn to with their questions and — more importantly — their jobs.

Do that by conveying your genuine willingness to help and take care of their businesses, and you will be well on your way.

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!