Episode 180: Show Notes
Today we are creating your marketing game plan and we couldn’t be more jazzed. Up to this point in the Beginner Business Series, you have figured out what you are best at and what you can get to market the quickest without learning anything new. We’ve also figured out how to package and price it. We’ve set up your shop, listed it and you are ready to sell! You’ve come a long way and in today’s episode, we’re going to dive into your marketing game plan so you can get your stuff out into the world and start making money right away.
A lot of the times, when people get to this point of selling, they’ve taken all the necessary steps to get there, but their product just won’t sell! Why? Well, we want to tell you this is not because you or your product or service or idea suck – it’s because you just didn’t have a solid marketing game plan in place. So if this sounds like you, you’re in the right place. Marketing just so happens to be our internet love child and in this episode, we’re going to be walking you through social media posts and the three foundational posts you should be doing in order to engage your audience and build a consistent relationship with them – one that will benefit them as much as it does you. So let’s jump in and get started!
You Didn’t Suck, You Just Didn’t Have a Marketing Game Plan
So what happens when you found the thing you were passionate about? You put it out into the world and then it just fizzled out? Well, we bet it was because you just didn’t have a good enough marketing game plan for that idea, product or business. A lot of people have the mentality of “I’ve built the website, I’ve put the product online, but where are my people and why aren’t they buying it?” Then, when that doesn’t happen, when the product doesn’t fly off the “shelves”, we shut everything down. We give up. We tell ourselves we suck and our idea, product or service just wasn’t good enough. When, in fact, it really comes down to this marketing piece. As of now, we want to know, did you have a marketing plan previously? By this, we mean a day-to-day plan of what to post and what to say. Probably not, right? But we’re going to change that today and help you to see how your idea, product or service can be seen, heard and purchased.
Starting on Social Media Ground Zero: Where and When to Post?
Even if you’re not on social media for your business yet, where and when do you start those accounts and where do you choose to start hanging out? A lot of people either go one of two ways. One, they don’t think social media is going to work for them so they make zero accounts. Or two, they go bananas, make too many social media accounts and then none of them take off. We want you to find that happy medium first and we want you to truly get to know your audience and where they are hanging out. How are they interacting with the various social media platforms that exist and which ONE are you going to choose to pour all of your time and energy into? Once you get one going, only then add another one. We wouldn’t add any more than three accounts in a year until you have a steady following and posting rhythm. We picked Instagram and Pinterest. We want you to find out, beyond just demographic information, who you are talking to and where your audience is. Are you talking to stay at home moms, crafters or women getting married? Find your audience and join them.
Story Formula: The Types of Things You Could Be Posting
So what are the types of things you could be posting? We are going to tell you about three specific types of posts you need to start planning out immediately. One is going to be education focused. What can you teach your audience about your niche, about how your product is made or where it comes from? Two is business lifestyle. Three is selling. You need to tell people what you are selling, where it can be purchased and how they can get hold of it. Your selling post should come in at 1 to 3, or 1 to 4. This means for every education or business lifestyle post, you should have a sales post. But take these ratios with a pinch of salt, just because you follow this formula doesn’t mean money is going to fall into your lap! This formula is just to get you used to posting regularly so your audience can get used to hearing from you.
How to Write the Education Post
So, let’s take a look at an education post. What is a value-added nugget you can teach your audience? What stage do you want your audience to be at before they buy your product or service from you? What do they need to be thinking about? What do they need to learn? Where does their headspace need to be before they’re ready to press buy? We like to consider Instagram the place for microblogging. So, what do they not know that they need to know in order to make this transition from a want to a need? You can talk about all sorts of things. If you are selling natural products with zero toxins, for example, you can educate them on what the general products on the market are and why your product is cleaner, valuable and even more expensive. Let’s say you’re a coach. Another example of an educational post is you sharing your morning routine and how you get more creativity into your day or build healthier habits. Then, your product is a course or a workshop you’re selling that helps others to do the same. With an education post, you are building them up to buy. You are not educating and selling at the same time. This has to be pure, value-added information that is going to help them. Go it?
How to Write the Business Lifestyle Post
Whatever the business lifestyle aspect you have in your life can be tied back to the thing you offer. Maybe your lifestyle allows you time to go hiking on a Monday because of a product or service you sell. Or maybe your lifestyle allows you to connect with interesting people because of a product or service you sell. Or maybe your lifestyle allows you to hang out in trendy areas because of a product or service you sell. For this type of post, you are not selling them the product but you are selling them the lifestyle they could live if they had this product in their lives. For us at TCC, we need to showcase the freedom we have because of the business we’ve built and this is what we showcase. If you’re sitting there thinking, “Dude, I sell candles? I don’t know how to make a lifestyle post with candles?” Well, what if you said, “I’m taking a bath by candlelight tonight and just relaxing.” That warm, cozy, inviting feeling you’re talking about – that’s how people want to feel when they use your product. The same thing with something like coffee mugs… If you know your ideal client, her style, her aesthetic – put it in a kitchen that’s totally mid-century or something. People are going to want to live that kind of life and our brain tells us, “If I own that product, I might begin to live that type of life.” This is just science, this is not to trick them or lie to them about your life or lifestyle. But this is meant to paint a bigger picture of what your product can do for them.
How to Write the Sales Post
We really want you to focus on making this simple and easy. This is the post where you simply explain the steps and the features. You’re telling them what the thing is, where they can buy it and how to do that. You’re telling them what buttons to click. These are the prompts we think are really good pillars to have if you are trying to nurture, engage and sell with your audience. So get out pen and paper or your cell phone and just start brain dumping what posts you could write under these three main pillars: educate, business lifestyle and sell. Just because you don’t have a new product or a new course, doesn’t mean that you are not still marketing your business and nurturing your audience. So, stay engaged even if you are not launching. If you are launching, well then, here’s what to do …
How to Post Around Launch Time
When you’re launching, you want your focus to be around the launch 100%. So even if it is still a few days before launch, your education posts can be around what to expect and what’s inside. Give people an in-depth opportunity for them to learn about what’s happening. If someone can’t tell what you do within the last couple of images (this pertains to Instagram mainly), you’re not telling them enough. Have intention with your posts and explain enough. We’re also not giving you a calendar of when you should post. We want you to really just be mindful of getting in front of those people and staying top of mind. We’re also not suggesting one social media platform is going to be better than another. It’s just about staying top of mind and showing what is happening, how they can be a part of it and why they should be excited about it. As long as you are adding value and showcasing the benefits of what it is you are selling, you’re going to be fine. But make sure you have it all pre-planned out. There’s a lot of tools to help you do that, like Meet Edgar, which we use #seelinkinsidebar.
Homework Time: Questions for the Group
- My dreamies hang out on these social media channels …………………………………. and are using those channels to …………………………………….. .
- I have roughly ………………………….. number of minutes each day to execute my marketing plan.
Post your answers to these questions in the Facebook group using the hashtag #bbs and we’ll get chatting! Until next time!
- You Didn’t Suck, You Just Didn’t Have a Marketing Game Plan. [0:03:40.1]
- Starting on Social Media Ground Zero: Where and When to Post. [0:05:15.1]
- Story Formula: The Types of Things You Could Be Posting. [0:09:30.1]
- How to Write the Education Post. [0:12:45.1]
- How to Write the Business Lifestyle Post. [0:19:43.1]
- How to Write the Sales Post. [0:23:30.1]
- How to Post Around Launch Time. [0:25:32.1]
- Homework Time: Questions for the Group. [0:32:25.1]