Donna: Hello, and welcome to this episode of the She's In Business podcast, where I'm going to share with you by simple tips for marketing within your business.
I'm your host, Donna Hann, and I'm here to bring you a whole bunch of goodness to support you in your business journey and prevent you from burning out.
Now marketing. Marketing does not have to be complicated. Marketing can be simple. And today I have a few different tips and ways that you can implement strategic marketing into your business straight away to get results, tips that simplify the way you do marketing, because so often we make marketing more complicated than it needs to be.
The other thing that I've got for you today is a free resource for branding within your business. Again, it's something that you can implement into your business straight away that will save you time and have your business looking really fantastic. As far as branding goes, and you'll be able to easily share that with your team and external people like graphic designers, making sure that there's consistency in your branding wich let me tell you consistency with your branding is so important when creating a business that's instantly recognizable. So let's jump in and get started.
So with all my podcasts, you would know if you're a longtime listener. I like to give you tips that are easy to follow and implement straight away. And when you're looking at making your marketing strategy simple within your business, I've got four things for you. Whenever you are creating something related to marketing, I want you to, to have these four targets.
Today, I'm going to give you the targets, I'll explain their importance, and then you can do the things that you need to do to nail those targets.
The first one, the target is to get the attention of your ideal customer. Now you can do this in a number of different ways.
There's so many different ways to get the attention of your ideal customer. With your marketing, you can do content marketing, you can do social media marketing, you can do video marketing, direct emails, there's so much the list goes on and on and on. And obviously you want to make sure that it is the type of marketing that works for your industry.
It's all designed to get people's attention. And I've mentioned the ideal customers here. If you don't know who your ideal customer is, your ICA, your Ideal Customer Avatar. Then before you do anything else, you need to work on identifying and understanding your ICA. I have an expert coming into the podcast in a few weeks time, which is super exciting, and they are going to delve into this topic from a copywriting perspective.
But in the meantime, DM me if you need help with this, and I'll send you some of the tools that I use, it's really important that you understand and identify who your ICA is, your ideal customer avatar. So absolutely DME, if you're unsure of this. Now in the Ready To Rise program, my signature program that I offer, we spend a lot of time getting laser-focused around the ICA.
Because it's important and it's an absolute game changer when it comes to making sales in your business. So the first thing that you need to do when you're creating a marketing strategy for your business is getting people's attention. So ask yourself, how can I get that particular ICA's attention? How can I get that particular customer to look at me instead of other businesses?
So that's target number one, target number two. The second thing that you can do once you've got your ideal customer's attention is to earn their trust. They need to like, and trust you before they will put their hand in their pocket and buy from you.
To enable you to do that. You need to show your understanding and knowledge around their pain point, which you would have identified in the ICA process.
Right? So you'll know what their pain points are. You need to let them know that you have the solution for whatever it is that's causing them that discomfort, and that you have the solution as in this solution being your product or your service. And then you need to demonstrate that the solution you provide has helped other people too.
And that's called social proof. Testimonials is the obvious one. Social proof is also things like if you've won awards within your business, and you need to share that with your potential customers on a regular basis, you also need to, in order for them to trust you in order for them to get to like you and to, really become invested in what you're doing is you need to build out content within your marketing that allows them to get to know you a little bit on a personal level, and that lets them know more about what your core values are. I talk about core values, a lot on my podcasts and I teach the importance of them, and how do I identify them and use them inside of your business with my 12 week program, Ready To Rise. Because it's so central to the success of your business for so many reasons, I've got a whole module on this, in the ready to rise program because of the importance that it has to your business. So I want you to really tune in and listen to this part of the podcast, having a clear set of core values that you follow with everything that you do within your business means that you will always be aligned to your heart center, which means your business will fill your cup up, and light you, instead of burning you out.
When your business grows and perhaps you incorporate a team, you'll attract the team that also share similar values and therefore there'll be aligned to your business vision. Which makes running your business so much easier. It also means that every business decision that you make is anchoring back to your values.
And therefore, the reason why you started the business in the first place, these heart centered values become the basis for all of your decisions. So if you're looking for ideas, when you're creating content, always look to what your core values are within your business. Develop your marketing content around that.
And that will automatically attract the type of people, the type of customers that are attuned to what you do and how you do it. And if you demonstrate that you do it well, then you've got their trust. So let's recap. It's really important that first of all, we get the attention of our customers, the ideal customer, that we want within our business.
And second of all, we need to build likability and trust by showing the understanding for their pain point and solving that problem and backing it up with social proof. Now, when I come back from this short break, I'm going to be sharing two more steps to keep your marketing strategies simple. So stay tunned
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If you want to live a heart centered work-life blend that does not include burnout. Head to the show notes, to join the wait list for the next round. So you don't miss that.
The third thing is converting their attention. So you've got their attention. You've built up some trust. They like you. Now you need to convert that ICA into a sale and to do that, you need to present a great offer. You need to present them with a reason to buy.
So you create desire and emotional connection to your product or your service so that you convert that potential customer into a purchasing customer. If I touch quickly on marketing and brand psychology here for a moment, human beings buy something because it's an extension of their identity, customers are looking for they're looking at what you offer the service or the thing.
Because they have identified that there's a need for in their lives, right? But rather than just grabbing the first thing they see, it goes much, much deeper. The thing a customer purchases, the product, a customer purchases becomes an extension of their identity. It becomes a statement of their values. It becomes a reflection of who they are.
And this also works and not only for product based businesses, but service-based businesses as well. So for a very simple example, I recently decided that I needed to buy a keep cup. Now, initially my desire was for a good quality keep cup that not only kept my coffee hotter for longer, but it needed to fit nicely and securely in my car cup holder.
The lid needed to be, you know, feel good to drink out of, and it also needed to look pretty, right. So all the practical things, maybe not the pretty part, but all the rest practical things, right? So I kept my eyes open for one, the easy option was to grab one at Macca's drive-thru, something like that, or to buy a cheap one at the supermarket, but I didn't just want that.
Like I wanted something that was a keep cup that I wanted to actually keep and use all the time. I've got a cupboard full of keep cups that are just the cheap, nasty ones. And yeah, they're there, they're fine as a backup, but I wanted something that I could use every day. And so I found the perfect keep cup at a little local cafe that I love.
And I love that cafe because it has a beautiful grounded vibe, as soon as you walk in the door. The furniture and the decor has that really nice blend of natural fibers and comfort that I appreciate. And the people are super friendly and down to earth and within that cafe, they have a little section that's for gift wear.
And they're waiting for me was my perfect keep cup. It had all the practical elements that I wanted, plus it was sustainably made and for every cup sold a percentage of that profit went to people in need. And on the packaging of the cup, it had a little bit about the story and I checked out their website to get the full story behind the company.
If you're interested, it's a project, Pago is the company brand. And because I felt good buying it because knowing that my money would go on to a good cause whilst also serving a purpose for my coffee addiction, I bought it. And I honestly use it almost every day and when I use it, I feel good and I would absolutely recommend their products, I guess I already have in this podcast, but, you know, I would, if someone said to me, I need a really good keep cup, I'd be like, go check out project Pago because my coffee stays so hot for so long, which is obviously the primary reason why I wanted it. But I also know that I'm helping on a greater scale, right?
So when I'm out and about, drinking out of my keep cup, I'm making a statement about the things that I value. It's a reflection of who I am. And so you can see that the emotional connection for that purchase was values deep, not just purpose driven. So. This is also why people spend hours lining up for the latest release of apple products, more than functionality.
They buy it because it represents innovation, cutting edge technology, and because it looks cool, right? So you can see how there are moments in the buying process, in the marketing process, where people connect the dots between their values and what, paying out for what they're putting their hand in their pocket to buy.
And you need to tap into that when you're marketing your business. So share your backstory, share your, why, your values behind your business when you're marketing your business and present your solution in the form of your product or your service offering by including what those things are. Right?
So that's number three. The fourth target.
The fourth important thing when you are marketing within your business is to keep their attention. So let's just quickly recap. First of all, you get their attention. Then you build their trust. Then you convert their attention to buying from you, and then you keep their attention.
So leveling up your customers through a great buying experience.
And then with a high level customer experience is the way that you keep them coming back to you time and time again. You also need to think of it as ways that you can continue to create solutions for them. So as business owners, we are problem seekers and we are solution makers. And you always need to keep that in the front of your mind when you're creating things for your business, you need to ask yourself, how can I create a solution for the problem that my ICA is experiencing?
And of course a happy customer will always put your business forward as a recommendation to their circle of friends and family. Since there you have referrals too, within your business. So happy customers bring you referrals. So those are my top four things. Those top four targets in keeping your marketing simple.
If you always have to make sure that when you're building out your marketing strategy, that these four things are the centerpiece for you, then you'll have a business that is super successful.
So the other thing I wanted to talk to you about today is branding your business. We get really caught up in the way that our business looks and feels and rightly so, because our brand is what people see first, it's very, very important.
And again, the way that our business looks and the way that our brand looks and feels tends to also be what attracts our customers. And if we anchor, our branding to our core business values. Then of course, we're going to attract the right kind of customers to our business. So when it comes to branding, the word that springs to my mind is consistency.
Making sure that the colors that you use are consistent, the fonts that you choose are consistent. That the. Images that you use to represent what it is that you sell in a way that reflects what it is and how you do what you do, is consistency. And so to help you along with that, so that you can maintain that consistency and so that your brain doesn't become diluted over time.
I've created a brand board template for you. Within this brand board template, what you can do is you can customize your colors and your hex codes, which is the universal color code to describe the color, right? You know, when you look at something on a desktop versus a phone, versus printed material, the color can look slightly different. So a hex code means that your branding colors will consistently be the same.
The brand board template also has a place where you can customize your signature brand fonts. And I recommend having three fonts, so a heading font, a body of text font, and then you can also have a accent font as well, which you can play with throughout your branding.
In the brand template there's also an area where you can put your logos and there's a section where you can also have a sample of the images that showcase the type of photography and the style that you like to work with within your business. And it's a one page template. The beauty of having this brand board template is that if you decide that you want to rebuild your website, if you decide that you want to spruce up your Facebook or Instagram pages, or you want to put something new out into the world, if you're doing an advertisement in print media, You've got all your visual brand components in one place.
And if you're getting an external person, like a graphic designer to help you with that, or you've got a team member that's helping you with that, you can say to them, you need to stay within the parameters of my brand board, and then you just send them the document. It's all there. They can pull the hex codes. They can use the same fonts. They can look at your images and right away they can see, I can see what she's trying to create here, I can take the vision for the brand of the. And keep things consistent with whatever it is that you're creating, the new thing that you're creating. And it allows you to very, very quickly reach out for help from a team member or a contractor when it comes to designing your marketing.
So that's my gift to you for tuning in today and the link to download it is in the show notes. When you've used that free template and you've customized it for your business, send me a DM and show me what you've created. I love seeing when business owners take action. Now, if you want more of this kind of training, but in more detail and with a business coach at your fingertips, that's me.
Make sure you sign up to the waitlist for the ready to rise program. I only open the doors three times a year to this program and the doors opened really, really soon. So make sure you jump on the wait list for that. Again, the link is in the show notes, that's it for today? I think it's been a pretty jam packed session of practical tips.
So I hope you've really enjoyed it and I will catch you on the next episode of the She's In Business podcast.
Make sure you check out the show notes for anything extra I talked about today. If you liked the episode, make sure you subscribe and I'd love it, if you left me a review. Even better, share it with a friend, because what I really want is to help women in business feel supported on their business journey, share it on socials tag me so that I can give your business a shout out to.