marketing lessons

#45 - Why you need to build your audience with intention

Before you start asking how to run Facebook ads or a webinar or podcast—you need to ask yourself WHY you are doing these things? More often than not the answer is to generate more sales, but the answer should be more in depth than that.

Yes, you want to make more money, but WHOM do you want to make money from? Who is your target audience? Who are you trying to reach through your podcast, online advertising, etc.?

Build your audience with intention

Once you have narrowed this down then you can work on a plan on how to reach them.

Erin Marshall, of Chameleon Online Business Management, spoke with me about why you need to be intentional when it comes to your audience as well as how to find that audience. Many people start marketing without a plan and this ultimately results in poor sales and frustration.

Why is having an intentional audience important?

Not every marketing tactic works for every audience. Not every audience is keen to sign up and watch a webinar, and not everyone’s audience will respond to Facebook ads.

You need to have a solid idea on how you want your marketing tactics to work. There are many important marketing tools, but just because they work for someone else, does not mean they will work well for your business. When listening to someone else’s podcast, webinar, etc. remember that they created that message for their audience and it may not work as well for yours.

When a business sets up a webinar, it is through careful consideration and work to find out what motivates you—and you are their audience. They worked hard to figure out whom it was they wanted to speak to, how to find you, how to speak to you and how to motivate you to sign up and move forward with them. You need to figure out how you can get your audience just as excited to listen and respond to your messages.

Can you have success with a small mailing list?

You can be successful with a small mailing list or audience, providing those on your list are the right matches for you. You need to narrow down who your ideal client is and build your relationship with them based on what makes them ideal.

When you market to the right people you will see a better return on investment.

The more people who are on your list who are truly not interested may be marking your emails as spam and therefore not even seeing your messages. Wouldn’t you rather be taking the time to create messages for people who are actually interested in what you have to say?

How to have an intentional audience

Create a description about your “Who?”. Make it as in depth as possible. Then write out who you are and what you do. Once you have this you should then work on creating a free value-add, for example a free opt-in that offers a solution of some kind that clearly demonstrates how you can be of help to them. This opt in will encourage people to give you their email address in exchange for something that can help them. You can then nurture these contacts through a sales funnel that will inevitably show potential clients what else you can offer them through more value-added content.

You want to use your sales funnel to build a relationship with your contacts and show them what you have to offer. This sales funnel should lead to your end goal, i.e. a coaching program, an online program, product, etc.

Think of your sales funnel like dating: When you first meet and go out on a date with someone new you are more than likely not going to immediately ask them to marry you—you are going to take the time to get to know them and vice versa. No one likes to commit unless they are sure—this includes investing in a new business or product.

So, how can you get to know your potential clients better and how can you provide potential clients the information they need to get to know you better?

Leave a comment and let me know if you have any other questions and how you're going to be more intentional when it comes to your audience. 

#24 - Marketing Lessons From Disney

I just returned from a trip to Walt Disney World in Orlando, Florida. This trip has been on my bucket list and on my vision boards for a while – so to see it actually happen was incredible – for myself, my husband and my three kids!

From the moment I set foot at Disney I could not help but see and pull many business and marketing lessons from my experience there. I think being out of my everyday business opened my eyes to what others are doing, and this is what I learned:

The Importance of the Little Things

Because we stayed on the resort, each member of my family received something called a magic band. These bracelets contained everything we needed to eat, get into our rooms, etc. I did not need to carry a room key or wallet – it was great, but was even better was that each bracelet was personalized with our names.

This simple touch meant a lot and blew me away. It made me realize that something as simple as using someone’s first name or remembering their birthday can really help grow a relationship – and it doesn’t take much time to do or cost much money!

Small things can make a huge impact on clients!

When someone is into you – they can be really into you

Once someone believes in you, your work or your product they won’t care as much about the cost. At Disney, for example, lineups are not such a big deal because everyone there is so enamoured with the Disney experience that they don’t either care or notice that they are waiting two hours in a lineup to meet a character or a ride a rollercoaster.

This also falls true in your business, the clients who keep buying or investing in you need to be nurtured and recognized. Keep building those relationships and clients will increasingly trust you and your brand, and will invest more time and money into you or your product.

Make sure you give people opportunity to buy

While at Disney, I was given a plethora of opportunity to buy anything Disney – hats, balloons, stuffed animals, etc. No one was in my face asking me if I wanted to buy something, but the products were everywhere I looked. Walking down the streets, at the restaurants and even on the hundreds of super fans wearing the BB8 ears. There was Disney memorabilia everywhere I looked – and seeing BB8 ears everywhere made me HAVE to have a set of my own!

Never forget to give your clients the opportunity to buy from you. You don’t need to be in their face, but make sure what you sell is obvious on your social channels and on your website and give people many opportunities to buy. Given enough opportunity and people will buy from you.

Everyone does things differently

My Disney experience was different from a lot of other people’s experience. We weren’t up at the crack of dawn every morning to get in line for rides and we didn’t stay up to watch any of the firework shows at night, and we didn’t watch any of the parades… but we still had the time of our lives! We didn’t feel overwhelmed and although we were tired, it was a good tired. We found a balance and didn’t try to put every single Disney experience into our days.

We had the Disney experience that we wanted and needed to have and I think this falls true for business as well. For some business owners, working 80 hours a week every week makes them happy, but for others working a regular eight-hour day is enough to make them happy – and both are okay. We all have hopes, dreams and goals for our business, and they are all different – and that’s okay! You define your own success!

There you have it – four business lessons I learned at Disney! The next vacation on my vision board is a month in Italy with my family – imagine what lessons I will bring back from that trip! What marketing or business lessons have you seen from visiting places like Disney? I would love to hear them so leave a comment and let me know.