online marketing

#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. 

#39 - Strategizing the Tech Side of Digital Marketing

This week I am speaking with Erin Marshall, who is an online business manager. She spends her days implementing sales funnels and email marketing plans for business owners. She is also very good at the technical side of things and is affectionately known as a “Tech Wizard” and “Tech Fairy.” In my Facebook community she is often called upon to answer technical questions – especially as it relates to marketing and online tools. It is with this in mind that we sat down to discuss what every business owner needs in terms of technology in order to succeed.

What are you trying to achieve?


Firstly, a business owner needs to figure out what kind of content they are going to be sharing: will they be publishing a podcast every week or will they be producing videos? The tools that are best for one business owner depends on what content they plan on producing, and the content they are producing should be inline with their ultimate business goal.

This same applies to marketing tools: what does your e-marketing plan look like? And your sales funnel? What is it you are trying to sell and how do you plan on enticing people to opt in and enter your sales funnel?

What about eBooks? Do you plan on writing one? Or e-courses? How will they be delivered – via email or membership site?

Once you have written down what your business will look like in terms of how you will market it, deliver content and deliver the products or services you are selling this will determine your technological needs.

Always know your end goal before you invest in a program or software. Get down to the nuts and bolts as to how you are going to achieve your end goal, or you may end up investing in the wrong tool.

Think big, start small

You do not need the same programs or tools as bigger businesses. As an example, business owners will often ask their business coach or mentor what email program they use, and they are often using Infusionsoft or Ontraport as their email-marketing tool. What the small business owner may not realize is that it is common for these same business coaches and mentors to have huge mailing lists of 50,000 to 100,000 people! In comparison, many small business owners or people just starting out in business have little to no mailing list and do not need to invest in these robust programs.  They could instead use a free program, such as MailChimp and then as their needs grow they can then look at a bigger email-marketing program that includes campaigns and more robust automation features.

It’s important to know that you can always invest and transfer over your marketing lists later, as your business grows. There is no need to needlessly spend thousands of dollars on a tool that is not needed when you are just starting out.

There are always free or less expensive programs that are ideal for businesses and entrepreneurs just starting out. This also includes membership programs – instead of investing in a robust membership site, why not just create a page within your website that is password protected or delivered by email?  If you are not making a lot of money when you first start then don’t spend more then you are making. Wait until you need a more robust program before you start paying for it; otherwise you will be spending all of your profits on one program!

Where should you be spending the money?

Instead of spending money on programs and tools you don’t need, spend the money on people who can support your business and have expertise in the tools and programs you need to grow your business. Their knowledge and experience will pay for itself by letting you focus on your business and not leaving you frustrated trying to learn a new program and make it work for your business.

Programs and tools do not have to be super complicated. Just because you use inexpensive or free marketing or sales tools, doesn’t mean you are not getting a quality tool! As long as the end result is polished and professional then your clients, audience or target audience will not care If the tool you’re using is costing you $10 a month or $1000 a month.

Thanks for joining me on the podcast Erin!  Erin has generously offered listeners of the podcast a half price strategy session. You can book below in the resource links by using the discount code listed. I wish you all good luck setting up fabulous online technical systems - Erin is who I call to help me figure out mine!