Social Media & Blogging

[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

[388] How much content should you give away for free?

Sharing valuable free content that answers your ideal customers/clients questions can be a great way to generate leads and sales for your business. Publishing regular blogs, podcasts, videos and social media content helps people get to know, like and trust you - so when they do have a need for a product/service like yours, you’ll be the first person they think of. This approach is generally referred to as content marketing. 

But how much content should you give away for free? Is it possible to give away too much free content? And how do you separate the content you give away for free from your paid content e.g. online courses, membership sites and ebooks?

That’s exactly what I cover in this podcast episode. Along with tips on how to ensure your free content is leading to sales. 

{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}

There are two broad schools of thought on how much content you should give away for free as part of your marketing. Some people believe you should give away your best content for free. If people find your free content useful, they’ll be far more likely to want to invest in your paid content. It is possible to share tons of information and advice in a blog post or on a podcast. It’s not so easy to provide help with implementation. So people are willing to pay for access to you, so you can give them more personalised feedback on how the information/advice applies to them. The greater the access, the more you can generally charge (which is why 1-2-1 consultancy is more expensive than joining a membership site or buying an online course, for example). 

People will also pay for ease of access. For example, you could find most of the information I share in my Build Your Online Audience programme in my blog posts, podcasts and social media posts. But do you have the time to cruise around my website/social media platforms looking for relevant content and/or figure out what order you should tackle it in? Probably not. 

Others believe you should share what to do but not how to do it. For example, if you teach podcasting, you could share the steps someone might need to take to launch a podcast . But you wouldn’t explain exactly how to do it. So you might give people a list of the podcasting sites their show should be listed on, but the tutorial on how to do that would be inside your paid course.

Personally I believe in giving your best content away for free. This allows you to build authority - which is crucial when people are deciding if they want to do business with you. Anyone can say they are an expert, but can they prove they are an expert? Publishing regular content on your expert topic allows you to do that. 

People often worry that if they give away their best free content, they won’t bother buying the paid content - because they’ve already learned everything they need to learn. They are generally worrying unnecessarily. 

For example, one of my clients - a stylist - was concerned that her free email lead magnet (a ‘what to wear’ guide for different body types) but deter prospective clients from booking a session with her. Would everyone feel like her lead magnet had helped them so much they didn’t need her? But while the guide might be useful that is unlikely to be the case. For example, I would probably be classed as pear-shaped, but although I have a short body and long legs (for a very short person). Which means not all advice for classic pear-shapes would apply to me. And I would consider hiring a professional for advice (and have done in the past). 

Realistically, there is only so much depth you can go into in a blog/vlog, podcast or social media post. Often you can give the first step (and sometimes that’s all people need). But if people need the second, third and fourth step - and they want it tailored/personalised for them - that’s where your paid content comes in. It feels like the natural next step, should they want to take it. 

If your audience feels as if you’re deliberately withholding information from them. As if your attitude is: ‘I’ll only share that if you pay me’ they may start to lose trust in you. Which is why I would encourage you to share your content freely - and focus your energy on turning that interest into sales. 

With that in my mind, here are my tips on turning your free content into sales:

1. Make sure each piece of content you create leads to a paid product or service.

For example, I have a free podcast episode on how to launch a planner for your industry . This is a useful piece of content, but if you need more depth and detail, I have a 90 minute masterclass, which includes templates/checklists for pricing your planner, writing your sales copy and testing whether your planner will sell.

2. Sell visibly and sell often

If you give away tons of free content but only make the occasional sales offer, you may be at risk of what the sales expert Jessica Lorimer refers to as Baby Bird Syndrome. This is when your audience gets addicted to your free content. So when you withdraw the supply - or ask them to pay - they get fretful. Some may even lash out at you in anger. To avoid this, they must see you making regular sales and understand that if they want help with implementation (as opposed to information) they must pay for that.

You may have noticed I sell every podcast episode, and on Insta - every day. 

3. Make sure your free content delivers tangible results 

If people get a tangible result from using your free content, they are much more likely to want to buy your paid products. For example, people often message me to say they have listened to my podcast episode on how to use hashtags to build your audience and seen a significant rise in their engagement on Instagram. While this is a significant and tangible win, it isn’t going to fix all their Instagram problems and/or answer all their questions. If they join my Build Your Online Audience programme, not only do they get access to more in depth content, they also get to ask me questions about how my advice applies to them. 

One of the biggest objections people have about buying an online course/membership programme is ‘will I get results?’. If you’ve given someone a small win through your free content e.g. a lead magnet or paid podcast episode you’ve already overcome that objection - they KNOW you can get them results. So instead of worrying about whether you are giving too much away, you should be focusing on how to offer them the next step. 

Podcast shownotes

  • What is content marketing and how can you use it to attract clients and customers (3:42)
  • How much of your content should you give away for free? (6:45)
  • Why you should give your best content away freely (7:40)
  • Why people will still pay for your products if you give away your really good stuff (10:14)
  • Why you shouldn't hold content back and make it difficult for people to access (14:54)
  • Why giving people great free content will make them want to know more about you (17:30)
  • Why you shouldn’t worry about the people that won’t pay for content (19:37)
  • Why your free content should always link back to your product or service (20:46)
  • Why you need to be seen selling often and visibly to avoid ‘baby bird syndrome’ (23:00)
  • Why your free content needs to deliver tangible results to gain people’s confidence (26:33)
  • Why you should focus on putting great quality content out there (28:15)

Resources

Jess Lorimer Selling to Corporates Podcast

Join my Build Your Audience Programme

[335] How to create a high converting lead magnet (podcast)
[339] How to build an audience for an online course or membership (podcast)
[343] The three audiences you must build to create a successful online business (podcast)
[348] How to write social media posts that sell (podcast episode)
[358] 13 Ideas for engaging social media posts for when you're all out of ideas (podcast)
[374] How to create a year's worth of content in one morning (podcast)
[381] How to use awareness days to create content for your business (podcast)
[386] The four types of content to create that will help you make more sales in 2020 (podcast)
[387] How to create more content in less time with Amy Woods (podcast)

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

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

Common concerns about joining my podcasting course (blog post)

Join my get your podcast live in 60 days course 

#2021Sorted Buy your ticket 

How to create a high-converting lead magnet course

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

Buy my book Your press release is breaking my heart

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

[387] How to create more content in less time with Amy Woods

Want to save time on content creation? And get the content you create in front of a bigger audience?

If that sounds appealing, you'll love this podcast episode with content repurposing expert Amy Woods.

Amy explains what the best type of content is to create for your business, how to save time on your content creation and how to get the most out of every piece of content you create. She talks about content repurposing strategy and why you should consider the platform you'll be publishing your content on -  before you create it. PLUS why it's really important to make sure you create content that gets found by website search - and not just social media - so you can build your audience on your own platform.

Amy shares how she repurposes her own podcast and what types of content she creates for it. PLUS how to reduce content creation overwhelm.

Going to listen? 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 Amy Woods and her business Content 10x (3:36)
  • Why you should start with creating content that you are comfortable with (5:36)
  • Why using live video will give you the best content to repurpose from and engage your audience (7:16)
  • Why you need to remember the message that you are trying to convey when you repurpose your content (12:00)
  • How to repurpose a podcast or video and get it found by search not just social media (13:28)
  • Why you should get a transcription of your video audio to help repurpose content (15:20)
  • How to save time and reduce content overwhelm by making the most of your content (18:30)
  • Why it's good to think about the content you create in relation to the platform (24:12)
  • How to make the most of your easy to create behind the scenes content (27:24)
  • How Janet repurposes her podcast and the content she creates with it  (29:30)
  • How Amy repurposes her podcast and what content she creates with it (32:34)
  • Why it's important to be consistent with your content and how it builds authority and recognition (37:39)
  • Why Amy wrote her book after she had built her audience and content (40:23)
  • Why you need to ‘walk the talk’ and demonstrate that you are an authority (44:12)

Resources

Amy Woods Content 10X

Amy Woods Book Content 10X

[179] How to get more eyes on your content with Andrew & Pete (podcast)
[203] Boost your web traffic through content repurposing with Amy Woods (podcast)
[330] How to write awesome sales copy for your business (podcast)
[334] How to  build a large audience without paid advertising with Callie Willows (podcast)
[339] How to build an audience for an online course or membership (podcast)
[343] The three audiences you must build to create a successful online business (podcast)
[348] How to write social media posts that sell (podcast episode)
[343] The three audiences you must build to create a successful online business (podcast)
[374] How to create a year's worth of content in one morning (podcast)
[381] How to use awareness days to create content for your business (podcast)
[385] How to sell on Instagram Stories without feeling sleazy (podcast)
[386] The four types of content to create that will help you make more sales in 2020 (podcast)

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

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

Common concerns about joining my podcasting course (blog post)

Join my get your podcast live in 60 days course 

#2021Sorted Buy your ticket 

How to create a high-converting lead magnet course

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

Buy my book Your press release is breaking my heart

Build Your Audience Programme

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

[386] The four types of content that will help you make more sales in 2020

Would you love to make more sales in your business this year compared to last year? 

In this podcast episode I share the four types of content that you need to create in order to make more sales in 2020. I explain why you can't just broadcast endless sales messages and why it's vital to create the right type of content depending on what stage of the buying journey your online audience is on.

PLUS why you shouldn't be afraid to create content that addresses your audience's concerns about buying your product or service - and how it can really help draw people over the line.

As well as different ways to create sales content especially if you are launching a new product or service, and how to create 'results-based content' for service business by sharing client success stories. And how to create 'results-based content' for a product-based business too.

So if you'd love to really nail the type of content that you are going to create to make sales in your business whether it's a service-based business or a product-based business you really need to listen to this podcast episode where I also share examples of the four types of content and how I use them in my business.

AND why you absolutely need to create and share 'walk the talk' content which showcases your wins and achievements (without being braggy) and what happened when I shared mine.

{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 online audience programme (3:50)
  • Why you need to put out regular content if you want to make sales online (09:57)
  • Why you need to create content for people at different stages of their buying journey (14:28)
  • How to create general awareness content so that people can know, like and trust you (15:03)
  • Examples of how to create content that solves problems in a product-based business (17:49)
  • How to warm people up with awareness content before you launch a new product (23:55)
  • How to use consideration content and think about objections to your product or service (27:40)
  • How you can create content that reassures objectors to your product (32:32)
  • Different ways to create purchase content when you are making a clear sell or offer (34:24)
  • Why too much salesy content will make people zone out (36:08)
  • How to create results-based content for a service-based business (37:01)
  • How to create results-based content for a product-based business (40:32)
  • Why you need to tell people that you want them to share your product (42:26)
  • Why sharing 'walk the talk' content will help people understand what you can achieve for them (43:41)
  • Why you need to look at the stage your business is at when you decide what type of content you need to create (48:36)

Resources

MamaLife London - YouTube

[179] How to get more eyes on your content with Andrew & Pete (podcast)
[330] How to write awesome sales copy for your business (podcast)
[333] 39 Surprisingly easy ways to get people to open your emails (podcast)
[334] How to  build a large audience without paid advertising with Callie Willows (podcast)
[339] How to build an audience for an online course or membership (podcast)
[343] The three audiences you must build to create a successful online business (podcast)
[348] How to write social media posts that sell (podcast episode)
[343] The three audiences you must build to create a successful online business (podcast)
[374] How to create a year's worth of content in one morning (podcast)
[380] How to set goals for audience growth in 2020 and why you should (podcast)
[381] How to use awareness days to create content for your business (podcast)
[385] How to sell on Instagram Stories without feeling sleazy (podcast)

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

Common concerns about joining my podcasting course (blog post)

Join my get your podcast live in 60 days course 

#2021Sorted Buy your ticket 

How to create a high-converting lead magnet course

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

Buy my book Your press release is breaking my heart

Build Your Audience Programme

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