[337] The tools I am using to build my online audience

When you’re doing business online, the more tasks you can automate, the more time you have to serve your customers/clients. Plus you’ll be able to build your audience quicker. 

In this episode I share the tools I use every day in my business that save me tons of time, including everything from email marketing and content creation to handling my finances.

{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}.

Tools for email marketing & automation


I use Keap (formerly Infusionsoft) for my email marketing. I love it because it allows me to automate so many tasks in my business – and not just email marketing campaigns.

When I’m working with clients, speaking at events or even sleeping, thanks to Keap, new customers can sign up for my online courses and existing customers can get notifications about upcoming masterclasses, coaching calls, or other products and services that might be of interest to them.

For example, when new customers come on board my membership community the Love Marketing membership, they are sent a series of automated welcome emails directing them to various resources to help them get the most out of their membership.

When I’m organising events, Keap really comes into its own. I can create a series of automated emails to send to everyone who’s bought a ticket, sharing the next steps, telling them what to expect from the event and what they should bring with them, plus loads of other details that really make them feel like they’re an important part of the event.

It’s useful for post-event sales too. Automated emails can encourage people to book the next event, follow up with their favourite speakers and provide useful feedback. This shows delegates that you care about the quality you’re providing them.

Another of Keap’s useful features is the tagging system, which helps me and my team understand more about my customers’ preferences, meaning we can serve them better.

For example, we can track which cheat sheets or checklists subscribers have downloaded, how many webinars they’ve attended and the links they’ve clicked on in every email.

We can also see if someone has checked out a product a couple of times but decided not to buy and follow up with them, asking (what I think) is one of the best marketing questions ever: why didn’t you buy?

For example in the case of my 2019 Media Diary – an A4 desk diary that’s full of key dates and awareness days you can use for content planning – we have an automated sequence of emails for people who’ve looked at the diary but haven’t bought. We call this a ‘looked not bought’ sequence. Sometimes they aren’t buying due to not having all the information about the product – or perhaps even misunderstanding something about it. If we know this, we can give them the information they need to make a decision. And even if they decide not to buy, this is helpful information for our future marketing.

Keap isn’t cheap, so if your list is still quite small – maybe 500 subscribers or fewer – it might not be worth it. If you have a substantial email list, though, it’s worth every penny. You’ll need to invest some time in training or even consider outsourcing the campaign building but in terms of growing your audience, increasing sales and understanding your customers’ needs, it would be hard to beat.

The cost starts around $199 but you have to factor in initial training costs of around $2,000, too.


Trying to organise meetings with other busy people can be a huge time-suck as you email back and forth about suitable dates and times.

Calendly, an appointment scheduling tool, helps me avoid all that. You can set it up for different types of meetings, so I use it for things like podcast interviews, membership induction meetings or discovery calls. This allows people to book straight into my diary for the relevant type of meeting in just a few clicks. If you’re using Calendly, you do have to be organised each week and block off the spots in your diary where you know you’re already booked up with other things but it’s definitely worth the effort.

There’s a free version but it’s heavily branded. Prices without the branding start at $8 and for $12 you can access additional features like redirection to another website and Paypal and Stripe integration.


I use Wufoo to create simple surveys that help me understand my customers better.

For example, new members of my membership community the Love Marketing membership, are invited to fill out a questionnaire outlining the biggest challenges they’re facing in their business right now. I also ask all applicants for my mastermind programme and in-person mastermind to complete a short Wufoo questionnaire. This helps me quickly identify if the programme or event is a good fit for them. If it’s not I can suggest something more suitable – saving time and money on both sides.

As with most of the tools I use there is a free version but this comes with fewer features. The paid product comes in at $14 a month.

Tools for content creation


Rev.com (affiliate link) is an absolute lifesaver for anyone creating a podcast. I use rev.com to get transcripts for my podcast episodes (which we then turn into blog posts) and closed caption files I can add to my social media videos. This is particularly important for social media clips since most people are listening with the sound down these days. If you don’t add captions you’re almost certainly missing out on viewers.

Rev costs $1 a minute so can be costly if for a longer podcast but it’s amazing value for shorter social media videos. And because the transcripts are done by humans, it’s a highly accurate service which saves you loads of time on editing. Turnaround is generally 24 hours or less but often much sooner.

Trint is another option I’ve heard being recommend. Transcripts are automatically generated with this one so you may have to factor in time to go through and correct any mistakes.


After generating a closed caption file from rev.com (.srt file), I use Kapwing to add permanent captions to my social media videos in minutes.

While you can upload an .srt file to Facebook or LinkedIn I find this isn’t always reliable. Having the captions permanently burned onto my videos means I can use them across multiple platforms without having to fiddle around getting .srt files to upload properly.

This is a big timesaver. Kapwing has tons of other cool features including tools for making, editing and resizing GIFs.

Kapwing is a start up business, constantly innovating so I’m actually really looking forward to seeing what they come up with next.

Kapwing is free if you’re happy to live with their Watermark. If you’d like to remove the watermark in a single video it’s $6. Otherwise it’s $20 a month.


I use Zoom video conferencing pretty much every day to host group coaching calls, meetings, consultancy calls and webinars. I love being able to share my screen on coaching calls (and that my clients can share theirs too) and even make annotations. Being able to record meetings for later use is also a bonus.

My favourite feature, though, is the waiting room function, which means you can use one link for a specific type of call but ensure they stay private. For example, when I am hosting induction calls for my membership community, I can do them back-to-back using the same link, without worrying some will ‘crash’ the call.

It’s incredibly handy if you’ve scheduled back-to-back meetings with different people or for those people who always show up to webinars early.

Prices start at £11.99 for small teams.


You may have seen the short teaser videos I use for my podcast episodes – people are always asking me how I create them.

Using Headliner it’s really easy. Simply upload a .wav file, add a background canvas (we make these in Canva) and Headliner will do the rest, including generating the captions for you. The captions usually require a bit of editing but they are constantly improving the service.

Headliner is free to use for the moment.


I use Wistia to host tutorials for my online courses, membership and also for training videos for my team (it integrates well with our team messaging app Slack).

I particularly love the analytics. You can track which videos people have been watching, where and for how long, which is invaluable as a course creator and membership site owner.

Price-wise, you can get up to three videos for free, but they will feature the Wistia branding. Paid services come in at $99 a month and include 10 free videos. Additional videos are 25c each.


I use Loom pretty much every day to make instantly shareable screen recordings including demos for clients and team members. This could be a particularly useful tool for creating demos for any products you’re trying to promote.

The best part – it’s completely free (no strings attached).

Podcast tools — Libsyn and Blubrry

Regular podcasters will know that podcast audio files are too big to store on your website so if you’re thinking of starting your own podcast, you’ll need to find an alternative storage solution.

I use Blubrry and Libsyn to host my podcast episodes.

Blubrry is great for helping me analyse my podcast statistics, telling me how many listeners I’ve had in any given time period.

Libsyn starts at $5 but cost varies depending on how much content you produce. I pay $24 a month.

Blubrry costs $5 a month.

(Just as an aside, some of you will have heard me mention my new Rode Podcaster Mic. I haven’t started using it yet but when I do, my trusty Blue Snowball, the mic I’ve used to create over 300 podcast episodes, will be facing retirement. I’d love to give it a good home so I’ve decided to give it away to someone who’s determined to start their own podcast. The only caveat is, you have to promise to see it through. Get in touch if that sounds like you.)


I’ve been using Leadpages (affiliate link) to create landing pages for years. These work really well for webinar sign ups, thank you pages, event waitlists and other pages that don’t require a huge amount of interaction.

They’re incredibly easy to use, even for non-techy people. You can choose from a range of pre-designed templates to suit your particular purpose and play about with colours, fonts and images to fit your brand.

The best bit though, is that all of the designs are tried and tested so you can choose the highest-converting template for the job. Knowing that the ‘buy now’ button is on the right hand side (for example) because the designer has tested numerous layouts and that’s the one that converts the best, is really reassuring.

Prices start at $25 a month.

Smarter Queue

I’ll admit that I’m not a huge fan of social media scheduling – I think it can, if overused, lead to dull content and less engagement. I far prefer organic content.

That said, I do schedule tweets. I used to use Meet Edgar because you could put your content in a library to be reposted at a later date but a change to the Twitter rules last year means you can no longer do this.

Smarter Queue (Affiliate Link) has somehow found a way around that, which is why it’s found its way into my list of frequently-used tools!

Pricing starts at $13.99 a month for up to four accounts and is paid annually.


Tailwind is a great scheduling tool for anyone trying to build their audience on Pinterest –particularly if your audience is scattered around different time zones.

You can sign up for a free trial and prices start at $9.99 a month.

Money tools

I use Stripe to take payments for most of my products and services. I particularly like the reporting tools, which allow you to track your income across the week, month, quarter and year as a whole.

It’s also great for making comparisons between different time periods, for example, the number of sales you made this February compared to last.

With Stripe, you pay for what you use as you’re charged a percentage of each sale.

Paypal is another tool I use to take payment for most of my products and services.

I love that most people are familiar with PayPal (so my customers generally don’t have any trouble using it) and that you don’t actually need a PayPal account to pay via PayPal.

It’s also really handy for setting up recurring payments (great for mastermind programmes or payment plans for events) and you can integrate PayPal with a number of shopping cart systems, including Woocommerce (which I use in my shop).


I use Xero’s cloud accounting software for my bookkeeping. It’s great for giving you a snapshot of your current business finances.

I particularly like the reporting tools, which allow you to generate real time reports on your income and compare between different time periods.

As I have multiple streams of income in my business, I also like being able to break my income into different ‘sources’ and track how each one is doing.

Prices start at $9 a month.

Organisation tools

Prior to using Slack I was communicating with my virtual team in many different ways (email, Facebook Messenger, etc). It worked but it was all just a bit messy.

Using a single method of communication has made us all so much more efficient and saved us loads of time. We now use Slack for our team messaging and what I find particularly useful is being able to create different channels for different products and services.

It’s free for smaller teams but if you have a larger team and want to make it your main communication hub, the price goes up to $5.25 per user, per month.

I’ve just started using Trello with my team so it’s probably too early to give it a proper review but it does have some cool project management features.

You can create different boards for different projects, break projects into individual tasks, assign the tasks to the relevant team member and set deadlines.

Trello costs $9.99 per user, per month.

Google Drive

G Suite is another tool that we’re only just getting to grips with. We’re having a few teething problems with granting access permissions to different users but I have high hopes for this one in the long run.

The price for this is $6 per month.

Podcast show notes:

  • Tools for email marketing and automation (7:35)
  • Tools for quick and efficient dairy keeping with your team and clients (22:22)
  • Tools for creating surveys and vetting clients/customers before you work together (25:04)
  • How to create transcripts that will help you write blog posts or video captions (27:35)
  • Tools for recording video calls or screen videos (34:10)
  • Tools for producing a podcast (37:38)
  • Tools for creating a landing page or sales page (39:30)
  • Tools for tracking your finances (44:55)
  • Tools for team communication and management (45:05)


Join the priority wait list for Build Your Audience Live here

Episode 335: How to create a high-converting lead magnet

Keap (Previously InfusionSoft) (Email Marketing)

Active Campaign (Email Marketing)

MailChimp (Email Marketing)

ConvertKit (Email Marketing)

Calendly (Diary organisation)

Zoom (Affiliate Link) (Video conferencing and recording)

Wufoo (Survey tool)

Rev.com (Affiliate Link) (Transcription service)

Kapwing (Video editing and captions)

Headliner (Video captions)

Wistia (Video recording)

Blubrry (Podcast hosting)

Libsyn (Podcast hosting)

LeadPages (Affiliate Link) (Landing page creation)

SmarterQueue (Affiliate Link) (Scheduling tool)

Tailwind (Pinterest scheduling tool)

Xero (Accounting tool)

Stripe (Payment and financial transactions)

Paypal (Payment and financial transactions)

Slack (Team communication tool)

Trello (Project management tool)

Everhour (Time tracking tool)

Google Drive or GSuite (Document and file sharing)

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