The latest f:Entrepreneur virtual breakfast focused on business goal setting and marketing action business owners could be implementing, led by the fab Margaret Sherer, founder of Cittadina Marketing.
We recently had the inspirational Margaret Sherer share her insight, knowledge and experience on goal setting and marketing for the rest of 2020 for our latest #ialso100 breakfast. Thank you to all that attended for your energy and contribution.
Margaret started the session by addressing the blocks that we all have that prevent us doing what we want to do in our business. She asked the attendees to think about what is really stopping them in their business, and particularly in their marketing. Issues such as lack of time, lack of motivation, lack of expertise and confidence were mentioned as reasons not to be as focused and present as they would like. Margaret then asked us to flip that on its head to really understand our value.
Know your worth
Knowing your worth and your value are key starting blocks to success and Margaret re-iterated that just because something only takes you an hour to do, that doesn’t mean that you should just charge an hour as you have probably taken years to be able to do that. People pay for your expertise, not your time.
Make goals with big headlines
She encouraged us to step into our goals and make goals with big headlines. If a goal is too too big and overwhelming, the key is to break it down into tiny pieces and manageable chunks that you can achieve. Then don’t forget to celebrate those achievements every time. A good idea is to have an accountability buddy to check in with and keep you on track as well as someone to bounce ideas off.
Always track your analytics
Margaret then reminded us all that analytics are our friend and posed the questions: Are your website analytics set up? Is your Instagram set up as a business account? Have you set up a LinkedIn business page? Do you know how you’re getting followers? Are you setting up goals and KPIs? Remember, marketing is an investment – plant the seed, love it, fertilise it and it will bloom.
Not everyone has seen everything
Remember that not everyone has seen everything you’ve done. You can curate yourself and make sure you do it as much as possible. An article can create many social posts, just use different photos and headlines and it’s a great reason to re-purpose content.
Always choose consistency
When working at Google, Margaret shared their mantra: ‘Know the audience, know the magic – connect the two.’ Get to know everything about your audience – how did they find you and why, is it easy for them to hang out with you? What are your complimentary goods they are interested in?
Hero. Hub. Help.
Margaret went through the three areas of content:
Hero – your shouty moment. So, are you back after COVID, launching new product / service? Maybe you will do a media spend – people will find you as you’ll be in their face as much as possible.
Hub – they have found you thanks to your shouty, in their face moment. Now it’s keeping them. This is where people stick with you for your hub content – regularly scheduled content. This can be your regular quote of day or weekly newsletter. Through hub content you can share market value – your why.
Help – this is all about search. So, your hashtags, location, SEO, website. All things people are already searching for you at. How will they find you?
At moment 50% searches are being done by voices – so need to keep this in mind when building websites. Would we ask something differently to how we would type it? How are potential customers going to look for us? What questions will they ask. Are you answering those questions?
Sprinkle of magic
What is everything that has to happen for people to adopt your product? Is it a phone call, a video interaction – which is huge for B2C and B2B, a social media post? A good exercise is to write out all your magic and how people adopt you. From this, you can make a critical path – things that might happen and things that have to happen. Are these represented on your website?
What questions will you get asked? This will be the base of your content on your site.
People do a lot of research before approaching you – even if it’s the first time you’ve engaged with them, they could have been engaging with you for months.