How do you get seen by the right clients?
Marketing, of course!
And where should you market? On Instagram? Pinterest? Email? Facebook? TikTok? The list goes on.
First of all, I’d like to suggest that you don’t have to (and in fact, shouldn’t) use as many platforms as you can to market, especially if you’re in the early stages of your business or are a solopreneur without a team and solid systems to support you.
The truth is, you can make waves with your marketing just by choosing a couple of strategies and doing them well.
When I think of marketing, I like to separate it out into two categories: short-term marketing strategies and long-term marketing strategies (my friend Hannah Murphy taught me about this!).
Short-term strategies are the ones that get you results fairly quickly (a matter of days to a couple of weeks). I would categorise the following marketing activities as short-term strategies:
- Cold pitching via email
- Pitching your existing email list
- Conversion-focused Instagram stories (if you already have an engaged audience)
- Strategic sales-oriented collaborations (join venture webinars, etc)
- Facebook ads (although they can take some tweaking to get right!)
Long-term strategies are more of a slow burn, they get results but they gather momentum over time. I would categorise the following marketing activities as short-term strategies:
- Podcasting
- Blogging
- Guest podcasting
- Weekly email newsletter
These are by no means exhaustive lists, you might be able to think of more strategies!
Personally, I like to focus on a couple of key marketing strategies at one time (not tonnes!). This helps me stay focused and do them well, allows me to track data, and quickly make changes. Here are the marketing strategies I’m focusing on at the moment:
- Short-term: Pitching my services to ideal clients via email
- Long-term: Podcasting & blogging and then sharing that content on Pinterest (I’ve recently hired a Pinterest manager to handle this for me!) and Instagram
I want to stress that there’s no right or wrong when it comes to what marketing strategies to choose in your business. I’d recommend choosing the ones that feel best to you, that you understand or are willing to deep dive into or outsource. And, most importantly, the strategies that will actually work to attract your ideal clients. For example, there’s no point posting to TikTok every day if your audience doesn’t hang out there, or there’s no point sharing to Pinterest if your industry isn’t best suited to that kind of content. So look at your business, your ideal clients, and your offers, and decide what’s best for you.
Now, there’s one HUGE mistake I see business owners making when they’ve got their marketing strategies set up. That mistake? Having a confusing, unclear, or downright outdated website for your ideal clients to land.
Let’s say you get featured on a podcast and you have the opportunity to share your website or services page so people can learn more about you.
What do people see when they click the link in the podcast shownotes and head to your services page?
Do they see a captivating message that hooks them in and makes them want to learn more? Do they scroll down the page and see a clear offer process laid out for them? Do they see a call to action that tells them exactly what to do next to take you up on your offer?
Or, do they see a confusing, jumbled, unclear services page without a process or call to action?
The same goes for pitching. Imagine an email lands in your inbox, it’s well written, from a service provider who is actually a great fit, offering something you really need, say Instagram management. But then you click on over to the services page and it’s a mess, the messaging is confusing, you don’t know what’s included, the process isn’t explained (so you don’t know what to expect) and there isn’t a clear call to action, so you can’t find out more. What do you do? You immediately click off the website and delete the email because, after checking out your website, your offer doesn’t feel like a good fit anymore.
You see, marketing is great, and you should use marketing strategies to attract new leads. But if an ideal client’s experience isn’t consistent, from their first touchpoint with you right through to your website and applying to work with you or purchasing your product, they simply aren’t going to convert.
THIS is why YES, it’s important to get seen, to do marketing activities that generate eyeballs on your stuff. But if your digital home (aka your website) is confusing, then while they might connect initially, they aren’t going to convert.
I’d hate for this to happen to you.
That’s why I’ve created my Ultimate Website Copywriting Checklist — this allows you to understand every single element you need to have on the main pages of your website (home, about, services) to make sure it is created to convert.
You can grab the checklist right here >>
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