What Will Save You Lots of Money and Time When It Comes to Your Marketing

INTRO: After generating over a million dollars in sales and selling one of her businesses with a single email, your host Katherine Thompson, takes an unconventional approach to marketing and sales. So if you are ready to tap into a more powerful way to be seen her and a sought after entrepreneur in your industry without having to spend endless hours marketing your business and chasing clients, you are in the right place. Be The Sought After Entrepreneur podcast is here to help you ditch the cookie cutter one size fits all approach to marketing, and use your unique energy to effortlessly attract the most aligned clients when you do. You can spend less time marketing your business and more time doing your soul work and enjoying the richness of your life.

[00:00:46] Welcome to Be the Sought After Entrepreneur podcast, and here's your host, Katherine Thompson. Hey. Hey, super stoked that you're tuning into this week's episode. I cannot wait to dive in [00:01:00] today's topic because what I'm about to share with you is going to save you a shit ton of time, money, effort, and energy when it comes to your marketing and sales strategies.

[00:01:11] If, and I'm gonna preface the word if you're open to receiving what I'm about to share with you now, last week I shared how you're likely sabotaging your marketing and sales, and that had to do with the expectation we put on things to produce and create an r o roi. And it's usually the expectation that things aren't happening quick enough in a seven day, a 30 day period.

[00:01:33] And therefore we have to start from scratch, create a totally different offer. Stop promoting it all together because it's not working. And in reality, I shared giving yourself that 90 day window to really allow your marketing and sales strategies to do its thing. What I don't want you to walk away with from that episode is, That you have to put out a [00:02:00] marketing and sales strategy, whatever that looks like for your business or your company, and then you just let it happen for 90 days and at the 90 day mark, you go, okay, what worked, what didn't work?

[00:02:10] You're still looking at what's working and what isn't working over the 30, 60, 90 days and making micro tweaks potentially along the way. The problem is, Most of you aren't marketers by trade, and so you're like, well, what tweaks am I making? And that's what I want to talk about today because everything is connected.

[00:02:37] When you create a marketing and sales strategy, you're creating it from that big picture perspective. Where most entrepreneurs go is the micro. They're like, I need to make more sales, so I'm gonna send out five emails Or I need to drive more sales to my brick and mortar, so I'm gonna run a newspaper ad I'm totally dating myself or I'm gonna, you know, put a radio ad out [00:03:00] there.

[00:03:00] Right? That's not a marketing and sales strategy. A marketing and sales strategy is from the big picture. It's how your entire ecosystem from everything. from What's the message on your website to what's the customer experience that you're offering to, what are the retention strategies you've got in place for recurring customers to come back to you?

[00:03:24] It's how everything works together, and that is where I see a lot of business owners going sideways because there's this like narrow focus on driving more sales and. what To-dos do I need to do to do that instead of looking at that big picture? And that's what my clients hire me for. And my clients usually call it the meta.

[00:03:47] I need your meta eyes on things, Katherine cuz it's all connected. And I wanna share an example with you because this is gonna save you a ton of time, effort, and money going out the door, [00:04:00] paying for marketing and sales strategies. Everything is connected. So for example, if you are a course creator and you've got an online program or a course that you sell, let's just say for example, and the way in which you wanna attract people into your world, let's just say you've got a lead magnet of some sort, and a lead magnet is something that people can opt into to come into your world on your email list, where you then can nurture them or sell them on what you have.

[00:04:29] Lots of times that's done through a masterclass that might be done through a quiz that might be done through a downloadable ebook. Whatever it is, it doesn't matter. There's not one size fits all that. It's basically a lead magnet is the thing you use at the front end of your business to grow your email list.

[00:04:47] There are other ways to do this. I did it different in my brick and mortar, but I'm just talking about an example of an online business owner. As an example of that, then you would create an opt-in [00:05:00] page. That opt-in page messaging needs to be in alignment with the messaging that you're putting out there to entice people to even click on that page in the first place.

[00:05:10] So for example, if you're running Facebook ads and your Facebook ad copy is not in alignment with the landing page, you'll likely experience people clicking on the. But the landing page, not converting, meaning people are not putting in their name and their email, so you might see a lot of clickthroughs, but not a lot of opt-ins or not a lot of people being added to your email list.

[00:05:38] That to me as that big picture meta view. My first instinct is what does the ad look like and what's the message we're putting out? And what does the landing page look like? Now, let's just say you've got people landing on the Facebook ad. They're clicking on it, they're opting into your newsletter, or they're opting into watch your free training, or [00:06:00] whatever it is you're doing, quiz, but then they're not taking action from there.

[00:06:05] Then my instinct would be, it's actually the masterclass or the quiz that's not converting. Everything else is we don't wanna tweak the ads, we don't wanna tweak the landing page or the Optum page. We wanna focus on that masterclass or that quiz or that ebook downloadable. Now let's just say people are consuming it.

[00:06:23] We can see people downloading the ebook. We can see people, you know, maybe scrolling on the quiz results page. We can see people, uh, watching the masterclass. We can, we can see that. But they're not then converting. Well, maybe it's the email sequence post, right? It's not about throwing everything out and starting from scratch.

[00:06:44] Every time you do that, you're losing all of the momentum that you've created and. In saying that all of those pieces need to be connected, and one of the biggest mistakes I see is they're not, because we do a lot of [00:07:00] outsourcing, which is, I get it, if you're not a marketer, you're gonna outsource, but you're doing a lot of micro outsourcing.

[00:07:06] And by that I mean you hire the Facebook ad specialist who's, who's promising you, they're gonna get you, your ads converting. Most Facebook ads experts don't come with the meta strategy. It's a skill. It's a in Ain't knowing. It's a wisdom. It's something that I have literally ingrained within me. I'm always looking at the big picture.

[00:07:28] How does this all connected? How does this all work? It's years of training and experience, but it's also literally how I'm energetically wired. I am looking at the big picture all the time. That's my gift. It's my gift to be able to spot. The disconnect in why things aren't working. It's my gift to spot the misalignment, and I can spot it almost instantaneously.

[00:07:52] I know it, and I almost know it before my clients send me any of their, their, you know, marketing so that. [00:08:00] Piece of wisdom right there is going to save you so much time, money, and effort. Because if you're outsourcing the Facebook ads strategy and then you're hiring a copywriter to write copy for your landing page and your sales page, and then you're writing your copy for your website and you're writing your emails like, I get it.

[00:08:19] You know, we've gotta do what we gotta do. But having somebody that can look at the meta. As you outsource all of the bits is so vital. If, if that's not your innate gift, if you're not able to see that, having the eyes to see that will save you so much money and time and effort, energy, and really support you in optimizing what you're.

[00:08:48] Which is the goal, right? When we can optimize our marketing and sales strategies, it's le less effort, right? It's optimizing and making it more efficient so that it runs better and [00:09:00] therefore you get better results as a result of that. So that was just one example of the pathway we take people on, right?

[00:09:07] If, if you're taking people on that pathway, that front end, Piece of them coming into your world has to be in alignment with everything else that you are putting out, which is why I often say it's not. It's about putting the right message in front of the right people at the right time with an offer they ultimately love.

[00:09:27] It's about being very intentional with what you're doing, your time, energy, and effort, and about putting the right message in front of the right people at the right time. And that doesn't happen overnight. It doesn't happen in an instant. It's not like, here's the manual to make it happen. Every business is different, every audience is different.

[00:09:50] Buying behavior within that audience is different. It's all different. And so it's not a one size fits all. It's not a cookie cutter, which is [00:10:00] why we can't really look at what Jill, John and Joe is doing and compare that and then try to implement that within our business and hope that it works. Because what works for them, like Lee won't work for us.

[00:10:12] You know, I hear so often. From entrepreneurs that I work with is like, I tried the strategies that are being taught. You know, start the Facebook group and form relationships there, or DM people. Just get into people's dms and start having conversations. And when I work with, I work with a lot of introverts and their audiences are introverts in a lot of ways.

[00:10:32] And I'm like, introverts hate. Being interrupted, like having people come into their space unannounced. Right? We desire aloneness, we desire our own space. We don't wanna be interrupted. Let's just say, um, I often joke, it's like when people ring my doorbell unannounced. I'm like, how dare you do that? If you've listened to any of my other episodes, you've probably heard me share this.

[00:10:54] It's just a weird thing, but I'm. I, I want the announcement. I want notice that you're gonna come into my world [00:11:00] so that I can prepare for it, kind of thing. And so you have to understand human behavior. You have to understand who your audience is at that level, because the strategies that you use and the way in which you connect with them is gonna impact that.

[00:11:14] And that happens again at the meta, like who are you ultimately wanting to connect with and like, who are you at the end of the day? Like, how do you like to be sold to? Right? And does that message filtrate down into the actual practical things and steps that you're taking your business to not only attract people into your world?

[00:11:33] But also to position what you do as something for them to purchase and to buy into. Does that message at every point of contact that they're in your world, is that in alignment? And if it's not or you don't know, again, my recommendation is to find a marketing strategist who can look at the big picture, which is.

[00:11:54] What I do and what I help my clients inside spellbound with, right, is like looking at the meta and [00:12:00] I don't know of another experience or program that looks at the me like actually looks at the meta and the whole system working together. Because like I said, it is my innate gift. It's something that I just, I can spot out of the blue.

[00:12:14] I can literally probably do it with my eyes closed. Um, and I know where to look, right? I know exactly sort of where to look, which is why Spellbound is such a unique opportunity because. I have that meta look on what's going on in their business and I'm looking at it from the big picture. And we are able to then tweak and optimize from that perspective, which is really beautiful because like I said, it saves people a ton of time, money, and effort in the long run when we're able to do that.

[00:12:41] Um, versus, like I said, you know, maybe adding a different offer or adding more to it or putting more money behind paid ads, which I often will see. People are like, maybe I just need to put more money behind it. And I'm like, Actually, no, I think we can bring this cost down, right? If we just tweaked this landing page, the landing page isn't converting where we want it to [00:13:00] convert, right?

[00:13:01] It's, it's looking at things from that perspective. Yes, I'm highly intuitive and very creative, but I also have that combination of a strategic and analytical brain that will come in as well. It's marrying that art and that science, which is, is really, really beautiful. So, That's my recommendation to you.

[00:13:19] This episode, like I said, is gonna save you a ton of time, money, effort, and energy when you can start to look at the big picture of your marketing and sales strategies, but then also look at the bits and pieces that you're putting together, um, and ensuring that that message is in alignment. And if things are not converting or they're not, you're not getting the results that you want, uh, but you're seeing traction in your business, you're seeing, you know, people come into your world.

[00:13:45] The message is landing to some degree. It's just a matter of like, okay, what other pieces along the way do we need to maybe, you know, take out or put in, or tweak or change to really match our clients and our customers [00:14:00] and, and what they want? And can we really connect and speak to them, you know, even in more alignment than, than maybe, than we are.

[00:14:06] So with that, I am going to leave you with that. I really hope that this has been sort of like an aha insightful moment of you. Zooming out of, of the marketing zooming out of the to-dos and the tasks of like sending the five emails and s you know, posting five times on social, like that is not a marketing and sales strategy, you know, and I, I would encourage you as a business owner, a c e O leader of your business to like really make an effort of zooming out so that you can put things into place that.

[00:14:41] So intentional and work really, really, really well, and obviously save you a ton of mon money, time, effort, and energy Now. Onto next week's episode, I'm going to talk about what I plan to talk about this week, which was, uh, the business model, the offerings that you [00:15:00] have in your business, how to know if those are energetically in alignment with you, who you are, your audience, that sort of thing.

[00:15:06] Again, it all is connected and I want to really help you. Market and sell in an effortless way, but also how to leverage your natural expression and who you are so that you feel fulfilled in what you're doing. Cheers. Thanks for listening. We'll see you right back here next time. You can also find us on social media at creatively owned and online@creativelyowned.com.

[00:15:33] Until next time, keep showing up as your authentic self.