money

[399] How to build an online audience during a global crisis

Are you wondering how you can build your online audience during the Coronavirus crisis? Perhaps your online audience is really small and you'd like to make it bigger? Or maybe you’re thinking what's the point in building an audience during a global pandemic? Especially if you can’t actually sell your product or service at the moment?

In this podcast I explain exactly why there’s never been a better time to build an online audience.  And I give you practical tips and examples that you can implement right now to build your online audience.

I explain why your content is at the heart of your audience building and how to lean in and find the angle that you can talk about in relation to your product or service.  And why you MUST talk about Coronavirus and not just sweep it under the carpet.

I also share why you can't just rely on using paid ads to sell because your audience needs a genuine connection before they will buy.

I give you examples of businesses that have adapted and are creating great content about their products and services.  Plus why you must keep showing up; and how you can connect with your audience by demonstrating your expertise - even if you can’t sell your product or service at the moment. So that as soon as you can start selling your audience knows who you are and can't wait to buy from you.

I’d love to know what you think.

{Click on the player above to listen to the podcast episode and/or read on for a detailed overview. Scroll down to the bottom to read the show notes including all the links mentioned in this episode}

Podcast shownotes

  • About my Build Your Audience programme (3:38)
  • About this episode and why you need to build an online audience (7:49)
  • Why you need to build a relationship and you can’t rely on ads to get sales (9:54)
  • Why the content you create is at the heart of your audience building (10:34)
  • Why you mustn’t shy away from building your audience and you need to be visible (11:51)
  • How live video will help you build your audience (with examples)  (12:57)
  • Why there’s never been a better time to build your audience (14:50)
  • Why you must look after your existing audience and paying clients (15:01)
  • Why you have to talk about Coronavirus (and why people want to hear about it) (16:54)
  • Why you need to be prepared to change your content strategy (21:20)
  • How to make your audience remember you by creating helpful content (22:15)
  • Examples of businesses that have been creating helpful content for their audiences (24:24)
  • Why you should show up and share your expertise even if you can’t sell (26:49)

Resources

Matt Haig Instagram

Join my Build Your Online Audience Programme

My Emergency Response Plan

Masterclass - How to plan sell and launch an online Webinar or Masterclass for your business 

Masterclass - How to turn your in-person services into online offerings

Masterclass - How to launch a playbook for your business

Other podcast episodes

[343] The three audiences you must build to create a successful online business (podcast)
[377] How to write super engaging copy about your business with Jo Watson (podcast)
[386] The four types of content to create that will help you make more sales in 2020 (podcast)
[390] How to stop overthinking your content (podcast)
[391] How to write better social media captions (podcast)
[392] How to get more engagement on Instagram (podcast)
[393] How to create engaging content when you only sell one product or service (podcast)
[395] How to create addictive email copy with Rob & Kennedy (podcast)
[398] What sort of content should you create during a global crisis (podcast)

[Bonus] How to turn your in person services into online offerings (podcast)
[Bonus] How to generate income fast by creating a power hour for your business (podcast)

How to create an editorial calendar for your business (blog post)

How to write social media posts that sell (online masterclass)

Content Planning Masterclass

Join the Media Diary Owners Club 

Order your 2020 Media Diary here

Join my Build Your Audience Programme

How to add closed captions to your video using Rev and Kapwing

Join my get your podcast live in 60 days course 

#2021Sorted Buy your ticket 

How to create a high-converting lead magnet course

Buy my book Your press release is breaking my heart

Rev.com*

Kapwing

Instagram Engagement Playbook 

Social Media Video Engagement Playbook

Social Media Engagement Playbook

LinkedIn Content Strategy Playbook

Connect with me on Twitter, Instagram, Facebook and LinkedIn

[398] What kind of content should you be creating during a global crisis?

Struggling to know what sort of content you should be creating during the current global crisis and worried about saying the wrong thing? Wondering how to create content about your business and keep selling during the Coronavirus pandemic?

With things changing on a daily basis - it's hard to know what to say - let alone how to plan your content.

In this podcast I share practical advice and guidance about how to navigate your way through the current global crisis and how to go about thinking about your content during this pandemic.

I explain why you mustn’t be afraid to lean in and talk about the C-Word. Plus why you should definitely switch off the scheduler.

I explain why you mustn’t assume that people aren’t buying and why you must keep selling - and how to do it without appearing insensitive or spammy. Plus how to position yourself so that people understand WHY you are selling to avoid those ‘neggy’ comments.

I also tell you why adapting and selling now will put your business in a much stronger position for when the crisis is over.

I'd love to know what you think.

{Click on the player above to listen to the podcast episode and/or read on for a detailed overview. Scroll down to the bottom to read the show notes including all the links mentioned in this episode}

Podcast shownotes

  • About this episode (1:24)
  • Why you should switch off your content scheduler (5:30)
  • Why you must lean into the C-word and not avoid it (6:56)
  • How to think about your content and what to create (8:20)
  • Why you need to create content that solves an immediate problem (10:04)
  • Why you shouldn’t be afraid to be selling and how to set out your position (11:28)
  • How to sell without it looking insensitive (or look like you’re cashing in) (14:42)
  • What people are still buying and why you mustn’t assume that no one is buying (16:16)
  • Why you should explain that you are selling and why you need to be upfront (17:40)
  • Why selling now will future proof your business and put you in a stronger position (18:59)
  • Examples of clients that have moved their business online (20:09)
  • How to create relevant timely offers that help people with their problems (22:38)
  • Why you should be flexible about pricing and reward loyalty not slash prices (26:27)
  • How to help people that don’t have the budget right now (28:34)
  • Why you need to think about the problem your product solves  (30:01)
  • How to use other peoples content and why it doesn’t have to be businessy (31:40)

Resources

Matt Haig Instagram

Joe Wicks YouTube

My Emergency Response Plan

Masterclass - How to plan sell and launch an online Webinar or Masterclass for your business 

Masterclass - How to turn your in-person services into online offerings

Masterclass - How to launch a playbook for your business

Other podcast episodes

[343] The three audiences you must build to create a successful online business (podcast)
[386] The four types of content to create that will help you make more sales in 2020 (podcast)
[390] How to stop overthinking your content (podcast)
[391] How to write better social media captions (podcast)
[392] How to get more engagement on Instagram (podcast)
[393] How to create engaging content when you only sell one product or service (podcast)
[395] How to create addictive email copy with Rob & Kennedy (podcast)

[Bonus] How to turn your in person services into online offerings (podcast)
[Bonus] How to generate income fast by creating a power hour for your business (podcast)

How to create an editorial calendar for your business (blog post)

How to write social media posts that sell (online masterclass)

Content Planning Masterclass

Join the Media Diary Owners Club 

Order your 2020 Media Diary here

Join my Build Your Audience Programme

How to add closed captions to your video using Rev and Kapwing

Join my get your podcast live in 60 days course 

#2021Sorted Buy your ticket 

How to create a high-converting lead magnet course

Buy my book Your press release is breaking my heart

Rev.com*

Kapwing

Instagram Engagement Playbook 

Social Media Video Engagement Playbook

Social Media Engagement Playbook

LinkedIn Content Strategy Playbook

Connect with me on Twitter, Instagram, Facebook and LinkedIn

[397] How to create content that attracts corporate clients with Jess Lorimer

Ever wondered about adding  a corporate revenue stream to your business? Maybe you’ve considered selling to corporate organisations but you’re just not sure how to do it? Or what content to create to attract them?

In this episode, sales coach Jess Lorimer explains how to create content that attracts corporate clients. Jess who helps online business owners sell to corporate organisations and is host of the Selling to Corporate podcast explains why you really should consider adding a corporate revenue stream to your business. She explains what it means to sell to a corporate organisation and the steps you can take to get started.

Jess shares the exact type of content that you need to be creating to sell to a corporate organisation. Plus how to create the RIGHT sort of content for LinkedIn to attract corporates - without waiting for them to discover you from scrolling through their LinkedIn feed.

She also shares the two types of content that you NEED to be creating to attract corporates and why you MUST remember that corporates aren’t robots and people need to feel a connection with people they work with. Which is why you should never be afraid to show your personality when you create your content - even when you're trying to attract corporates.

This episode is full of valuable and practical tips from Jess that you can implement immediately to start creating content that converts and attracts.

I’d love to know what you think

{Click on the player above to listen to the podcast episode and/or read on for a detailed overview. Scroll down to the bottom to read the show notes including all the links mentioned in this episode}

Podcast shownotes

  • About Jess and how her business has evolved (3:01)
  • What is a corporate and advantages of having a corporate revenue stream (6:01)
  • Why you should add a corporate revenue stream to your business (07:28)
  • Steps to take if you want to sell to corporates and how to find the low hanging fruit (13:41)
  • The two types of content that you can create to sell to corporates (19:45)
  • Types of proactive content that you can create (19:45)
  • How to use the two different types of content on different audience platforms (20:39)
  • The difference between proactive content and broadcast content (23:12)
  • Examples of different types of proactive content (24:07)
  • Examples of different types of broadcast content (24:42)
  • Why you need to make sure you have the right audience for your content (26:42)
  • Why you need to create content that makes corporates remember you (31:00)
  • Why you should create broadcast content that shows corporates your personality (38:05)
  • How to create content that can alert a corporate to a problem they might need to solve (44:37
  • How you can create content that starts discussions and demonstrates your expertise (46:42)

Resources

Connect with Jess on Instagram

Listen to Jess' podcast Selling to Corporate

Masterclass - How to turn your in-person services into online offerings

Masterclass - How to launch a playbook for your business

Other podcast episodes

[343] The three audiences you must build to create a successful online business (podcast)
[386] The four types of content to create that will help you make more sales in 2020 (podcast)
[390] How to stop overthinking your content (podcast)
[391] How to write better social media captions (podcast)
[392] How to get more engagement on Instagram (podcast)
[393] How to create engaging content when you only sell one product or service (podcast)
[395] How to create addictive email copy with Rob & Kennedy (podcast)

[Bonus] How to turn your in person services into online offerings (podcast)
[Bonus] How to generate income fast by creating a power hour for your business (podcast)

How to create an editorial calendar for your business (blog post)

How to write social media posts that sell (online masterclass)

Content Planning Masterclass

Join the Media Diary Owners Club 

Order your 2020 Media Diary here

Join my Build Your Audience Programme

How to add closed captions to your video using Rev and Kapwing

Join my get your podcast live in 60 days course 

#2021Sorted Buy your ticket 

How to create a high-converting lead magnet course

Buy my book Your press release is breaking my heart

Rev.com*

Kapwing

Instagram Engagement Playbook 

Social Media Video Engagement Playbook

Social Media Engagement Playbook

LinkedIn Content Strategy Playbook

Connect with me on Twitter, Instagram, Facebook and LinkedIn

[362] How to grow your Instagram following to 27k - fast

Are you struggling to build your audience on Instagram? You're posting regularly but you're not getting as much engagement as you'd like (or sales). Everything just seems SO slow....

Or maybe you're thinking about using Instagram to promote your business...and would love some tips/tactics on how to make best use of the platform.

If any of that sounds familiar you’ll love this podcast interview with Chris Taylor.

In it, he shares how he's grown his Instagram following from just 500 to 27k since last year.

He's super candid about the tactics he's used and has this rare talent of making it all sound so simple. I tried one of his tactics immediately after the interview and 3x the reach on my next post.

{Click on the player above to listen to the podcast episode and/or read on for a detailed overview. Scroll down to the bottom to read the show notes including all the links mentioned in this episode}

Podcast Shownotes

  • How Chris started in social media and Instagram  (2:56)
  • Practical strategies you can use to grow your  Instagram following (08:10)
  • How spending an hour on Instagram can help build your relationships (11:32)
  • How to find out what content your followers want to see  on Instagram (13:07) 
  • How to use hashtags on Instagram to engage with other people’s content (and how you can build your authority (17:03)
  • Why social media is now the main marketing platform for small to medium-sized businesses (21:20)
  • Why hashtags are important on Instagram and the best way to use them (22:30)
  • How to use hashtags strategically on Instagram (and why you need to pre engage before posting) (23:40)
  • How to use hashtags like a domino effect for your post reach (and go viral) (28:15)
  • What tools you can use for hashtag research (30:18)
  • Step by step example of hashtag research for a post on Instagram (33:01)
  • How to get as much engagement as possible on your Instagram posts (36:04)
  • Why Instagram is no longer about the image and it’s the content that can make the biggest difference (41:07)
  • How to use Instagram Stories to authentically engage with your audience (46:05)
  • How getting rid of the money mindset can get you results on social media (52:40)
  • Why you need to spend time on your social media to get the results you want (1:01:15)

Resources

Chris Taylor Instagram

Tools that Chris uses for hashtag research: Social Report, Social Blade, Rite tag

[196] How to get more engagement on Instagram with Sara Tasker (podcast)

[318] How to write compelling email copy (podcast)

[335] How to create a high converting lead magnet (podcast)

[348] How to write social media posts that sell (podcast)

[353] How to grow your audience through Instagram Stories with Tyler McCall (podcast)

[358] 13 Ideas for engaging social media posts (for when you’re all out of ideas) (podcast)

How to add closed captions to your videos using Rev and Kapwing (blog post)

Buy your ticket to my 2020 Content Planning Masterclass #2020Sorted

Build Your Audience Programme

Special offer - How to write awesome sales copy

How to create a high converting lead magnet course

Order your special offer 2019 Media Diary 

How to write social media posts that sell (online masterclass) 

Rev.com*

Kapwing

Social Media Video Engagement Playbook 

Social Media Engagement Playbook

LinkedIn Content Strategy Playbook

Connect with me on Twitter, Instagram, Facebook and LinkedIn

 

[360] How to get people to open your emails

If you want to get people to open your marketing emails, you need to write compelling email subject headers.

But what makes a great email subject header? Which words and phrases make people more likely to open your emails? And which ones should you avoid?

That's exactly what I cover in this podcast episode on how to get people to open your emails. It’s packed with tips, tricks and examples you can use to improve your email open rate.

{Click on the player above to listen to the podcast episode and/or read on for a detailed overview. Scroll down to the bottom to read the show notes including all the links mentioned in this episode}

Before you get started, here’s a bit of tough love for you. I wish I could give you one strategy or one blueprint you could follow to get people to open your emails. But as every audience is different, I’m afraid I can’t do that.

What I can do is share the strategies that work really well for me, for my clients, and for others in the industry. But if you want to improve your email open rates, you're going to have to be brave, you're going to have to be courageous, and you're going to have to go and test things out and see what works for you.

1. Make a list of what keeps your ideal client (or newsletter reader) up at night

The first thing you need to understand is that people don’t buy for logical reasons. They buy for emotional reasons. So if you want to write effective email subject headers, you need to understand your prospective clients' emotions. That’s why I recommend starting by making a list of your ideal clients’ problems and their worries. For example, my prospective clients often tell me they’re worried their clients are going to dry up, that they struggle to stick to a consistent content publishing/schedule and that they feel overwhelmed by all the marketing options out there. The more I can understand that, the better placed I’ll be to write great email subject headers that will get them to open my emails.

2. Don’t be vanilla

Most of us have overflowing inboxes. We only open things that pique our interest.

So if you want to increase your email open rate - and increase your sales - you've got to be courageous. That means no playing it safe with boring and/or ‘vanilla’ email subject headers.

3. Go through your own inbox and look at what gets your attention (I save mine)

One of the best ways to get ideas for your own email subject headers is to go through your inbox and see which ones caught your attention. Analyse why they caught your attention and what you could use/adapt for your own email subject headers. Save them in a folder and look through them when you need inspiration.

4. Ask Questions

If you want to get people interested in opening your emails you need to arouse peoples’ curiosity. It can be helpful to think of your subject headers a like a ‘teaser’ for email content.

Asking questions often works well. For example: ‘can you answer this question honestly?’ or ‘what kind of results can you expect from working with me?’

This invites the reader to get into a conversation with you, which is what great email marketing is all about.

5. Surprise your subscribers

Introducing an element of surprise works well too. For example: ‘please stop listening to my podcast’,  ‘I was wrong about this’ or ‘Facebook hates you. Here’s why.’

Why would I ask people to stop listening to my podcast? What was I wrong about? Why does Facebook hate you?

These statements arouse curiosity and intrigue, which means people are far more likely to open the email.

6. Use genuine scarcity

If you have a genuinely time-sensitive offer, don’t be afraid to use that in your email subject header e.g. “Last chance’ or ‘enrolments close at midnight.’

Although do keep a close eye on spam trigger words i.e. those that are most likely to mean your email ends up in spam. For example words like ‘discount’ ‘bonus’ or ‘buy’. But don’t get caught up on lists like this - track and measure what’s happening in your own email list.

7. Showing vulnerability is also effective

If you send out an email with a missing link, don’t try to cover it up - email your list,  apologise for your mistake and turn it into a content opportunity.

One of my best performing email subject headers is ‘Oops! Of course we know your name really’. This was sent after we accidentally emailed my whole list with their location in the field where their name should have been. Showing that you're human makes you seem more relatable, which can be a great way to build a relationship with your subscribers.

7. Use emojis

There is tons of research to show that emojis can increase your email open rates so experiment and see what works for you. Fun fact: we get a much better open rate when we use the 💩 emoji but more unsubscribes. Experimenting with this type of thing is what makes email marketing so much fun (in my opinion).

8. Experiment with fonts and layout

Try to experiment in other ways too. For example, using all lower- case letters. This can make your email seem more informal as if it’s coming from a friend. Or using brackets or a mixture of caps and lower-case letters (although do be careful, as capital letters can come across a bit ‘shouty’.).

9. Check how your email subject header looks on mobile

Test out how your email subject looks on mobile. Can you see the whole header? Or is some of it missing (in which case, try going for a shorter headline). Some of these seemingly small things can have a big impact on whether your email is opened.

10. Don’t take it personally if people unsubscribe

If you are sending emails as part of your email marketing strategy, you will get unsubscribes. This can be upsetting, but it doesn’t mean you are doing anything ‘wrong’. Track your numbers, but please feel reassured that the odd unsubscribe is fine. You only need to worry if you notice a big increase.

Podcast shownotes

  • About this podcast (12:24)
  • Why you need to understand your readers' problems rather than their habits (13:50)
  • Why your email subjects need to be brave and courageous not boring and safe (16:07)
  • How to research emails that grab your attention (and examples of good subject headers) (16:48)
  • Why making your email subject header intriguing will increase open rates (20:18)
  • Examples of my best email subject headers with tips on how you can use them (20:32)
  • How changing sentence structures can trigger emotional reactions (29:40)
  • How showing vulnerability can really get your audience on side (34:38)
  • Why you should create email content out of mistakes you make in your business (and hear a few of mine including that gift email!) (38:22)
  • Why great email marketing is about starting a two-way conversation (44:51)
  • Why unsubscribes are not the end of the world and can actually save you money (47:06)
  • Why you shouldn’t feel bad if someone complains about your emails (49:06)
  • Things to consider about the layout of your subject headers and using emojis (52:16)
  • Why you need to test and experiment with your subject headers (54:47)

Resources

Spam trigger words to avoid

[359] How to create an email newsletter people look forward to receiving (podcast)
[300] How to Build an audience and why you need to  (podcast)
[318] How to write compelling email copy (podcast)
[325] Three social media posts that will help you generate sales (podcast)
[333] 39 surprisingly easy ways to increase your email subscribers list (podcast)
[335] How to create a high converting lead magnet (podcast)
[348] How to write social media posts that sell (podcast)
[358] 13 Ideas for engaging social media posts (for when you’re all out of ideas) (podcast)

Buy your ticket to my 2020 Content Planning Masterclass #2020Sorted

Build Your Audience Programme

How to create a high converting lead magnet course

Order your special offer 2019 Media Diary 

How to write social media posts that sell (online masterclass) 

Rev.com*

Kapwing

Social Media Video Engagement Playbook 

Social Media Engagement Playbook

LinkedIn Content Strategy Playbook

Connect with me on Twitter, Instagram, Facebook and LinkedIn

 

[357] How to transform your Facebook group from ghost town to garden party

Does your Facebook group feel like a ghost town?

You’re showing up regularly, but you’re not getting much engagement. 

In fact you may be wondering if it’s worth bothering having a group at all.

If this sounds  familiar, you’ll love this podcast episode with Bella Vasta. 

In it she shares tons of valuable advice including what to post in your group (versus what you post on your page), how to get members to respond to your posts PLUS some ninja tips on selling to your group members (without being spammy or selly).

{Click on the player above to listen to the podcast episode and/or read on for a detailed overview. Scroll down to the bottom to read the show notes including all the links mentioned in this episode.}

 

Bella’s story

Bella started using Facebook groups to help promote her pet sitting business owner in Phoenix, Arizona back in 2012. It was only when her daughter was born prematurely in 2014, weighing just 350 grams that she really began to see the power of Facebook groups. 

During a six month long stint with her daughter in Neonatal Intensive Care Facebook groups not only allowed her to keep her business running. They also provided her with the support she needed to deal with having one of the smallest micro-preemie babies in the world. 

Since then Bella has gone on to open a number of other groups for her own business and is now recognised as one of the world’s leading experts on Facebook groups for business. 

Understanding the difference between Facebook pages and groups

To explain the difference between Facebook pages and groups, Bella uses the analogy of your front and back garden. Your Facebook page is like your front garden and your group your back garden. 

If you were hosting a party, you wouldn’t hold it in your front garden, explains Bella. You’d hold it in your back garden where your guests (all personally invited/vetted by you) could mingle and chat in a more relaxed, informal environment - without feeling like passers by were listening in on their conversations. It’s exactly the same in a Facebook group, where you’re the host, but your guests can start their own conversations and hang out with different groups of people.

One of the biggest differences is that conversations on your Facebook page are all started and led by you (what Bella refers to as a ‘dictatorship’ model). Members of your Facebook group are free to start and lead their own discussions (what Bella refers to as a ‘socialist’ model). 

While anyone can see and interact with the content on your Facebook page, only those personally/invited vetted by you can see the content in your Facebook group, which creates a completely different kind of atmosphere. 

How should the content differ on your Facebook page and in your group? 

This really depends on what you are trying to achieve, says Bella. But you will almost certainly need to be posting content that encourages discussion. And because the group is private, you may be able to tackle more sensitive/personal issues than you can on your own page. 

Bella recommends asking three questions to those wanting to join your group (the maximum allowed by Facebook). Ideally, this should include one question that asks them what their biggest challenge is right now (in relation to your paid products/services) and another that asks for their email address. 

She uses a resource called Group Funnel to collect the data from these initial questions and add it to a spreadsheet. This information can be used to generate content ideas for the group and for in copy on sales page. Used in conjunction with the tool Zapier you can also set up an automated email that welcomes new members to the group. This can be personalised with a video message, using a tool like Bonjoro.

Creating a content schedule for your Facebook group

Bella suggests planning your content ahead, using a resource like the Media Diary for ideas and scheduling posts inside Facebook. 

She recommends using questions, polls and Facebook Lives to generate discussion inside your group. 

And there are tons more ideas in her free download 23 Ideas To Get More Engagement In Your Facebook Group: bellavasta.com/janet. 

Podcast shownotes

  • How Bella started her business and her first Facebook group (02:19)
  • Why people will listen to your personal story (10:10)
  • Why your Facebook group and page are like your front and back garden (14:40)
  • How people engage differently in Facebook groups and pages  (20:37)
  • How should the content differ on your Facebook page and in your group? (22:38)
  • Tips for managing your Facebook group as your group gets bigger (25:44)
  • How to get the conversation started and generate content in your Facebook group (and tools to help you) (30:43)
  • Bella’s tips for content ideas and questions to ask in your Facebook group (37:05)
  • Why you shouldn’t abandon your Facebook page (41:48)
  • How Facebook is making it easier to monetize and manage your group (45:10)
  • How to use video strategically in your Facebook group (50:45)

Resources

Get Bella’s download 23 ways to get more engagement in your Group

Bella Vasta Facebook

Bella Vasta Instagram

Find out about Zapier  Bonjoro and Group Funnel

[300] How to Build an audience and why you need to  (podcast) 

[326] The one thing you need to do to create a passive income (podcast)

[327] Why I am closing my 13.5K Facebook Group (podcast)

[329] What’s working on Facebook right now with Liz Melville (podcast)

[334] How to build a large audience without paid advertising with Callie Willows (podcast)

[352] How to sell in a Facebook group without annoying your members (podcast)

[355] How to create and launch your own planner for your industry (podcast)

Buy your ticket to my 2020 Content Planning Masterclass #2020Sorted

Masterclass: How to write social media posts that sell 

Build Your Audience Programme

Order your 2019 Media Diary 

Rev.com*

Kapwing

Social Media Video Engagement Playbook 

Social Media Engagement Playbook

LinkedIn Content Strategy Playbook

Connect with me on Twitter, Instagram, Facebook and LinkedIn