Marketing is my least favorite aspect of owning a small business. That said, if your goal is to grow your business and bring in financial abundance - marketing is key. Here are 6 tactics from market research to grow your heart-based business. Happy marketing!
It might feel old-fashioned, but email is still one of the easiest and most cost effective ways to stay in front of your audience. It's personal - your correspondence shows up in a potential client's inbox next to their mom's email about Friday night. Email creates familiarity and trust and thus your target is more likely to read it and take action.
Use email for business announcements, new offerings, benefits, events, pop ups, podcasts, new blog posts, and more.
Make sure your content is creative, engaging, audience-appropriate and action-oriented.
Make sure you have a clean, engaged email list, with no bounce backs.
If contacts have never opened a single email send out a 'reactivation /breakup campaign' to give them one last chance to stay subscribed.
Make sure your website and social media includes "calls to action" that capture viewer's emails ("join my email list, subscribe now" etc.)
Draft the email, copyedit, review and push send!
2. Create Targeted Audiences
One of the biggest mistakes heart-based businesses make is targeting too broad of an audience. They're either afraid of turning away potential buyers or they simply feel that their offerings are 'good for everyone'. While that may be the case, you won't see the same growth by being 'good for everyone' as you will with being 'super duper incredible for some'. The more you try to connect with everyone the less inspiring and engaging your marketing campaigns and messaging will be.
Figure out who your target consumer is (and who you really want to work with - it flows both ways) and create messaging, content, images, and branding that speak directly to them.
Don’t be afraid to send specific marketing messages directly to niche segments of your target audiences.
The connections you make will prove to be more valuable than general, overarching marketing messages (especially when your clients start doing your marketing for you).
3. Social Media
Social media is consistently an important piece of your heart-based marketing strategy. So if you're not on Facebook or Instagram - now's the time.
Regularly update your social media with the most relevant information about your business and make sure you're leveraging all of the features available to you.
Refresh your cover & profile images periodically across all platforms to give yourself a fresh, updated look.
If you are advertising on social media be sure to use custom audiences to get your message to the right people.
Advertise and use Facebook Pixel - The Facebook pixel is an analytics tool that allows you to measure the effectiveness of your advertising by understanding the actions people take on your website. As a result your ads will be delivering to an audience that has a much greater likelihood of converting into paying clients/patients.
4. Use Micro Influencers
Social influencers are becoming a go to resource for businesses big and small. I can't help but think "ugh, ugh, ugh!" But then I shift perspectives and think about it this way:
My friend Wendy has a private Facebook group with over 300 members who are all wellness practitioners - when Wendy raves about a new service or product members respond. Group members trust Wendy (me included) and trust her judgment. She's a micro-micro influencer. If you reach out to MANY micro-micro influencers, all of a sudden you're out in front of thousands of potential clients.
If you can connect with social media influencers who will try your products or services, share their experience and encourage their followers to check you out, your online presence will soar.
5. Optimize Your Website for Mobile
Since 60%+ of online traffic is generated via mobile devices, you want to make sure your website is optimized for mobile. If you're using email marketing, it's even more important to make sure you're mobile optimized, since on average mobile devices account for 66% of email opens.
6. Let Go of Resistance & Manifest Success
Unconsciously holding on to emotional resistance to money or success can sabotage your business. Bringing awareness to inner resistance is critical.
Explore the emotions you have around money & success (what are the thoughts/feelings/physical sensations that show up around these concepts). Ask yourself: Do I have any resistance? What relationship do I have with money? What are my partner's/parent's relationships with money? How has this influenced me? Do I feel worthy of money and success?
As you explore - let go of anything around money that no longer serves you. Just by being aware of the feelings/thoughts/sensations, and deciding they no longer serve you, cuts the ties with these counterproductive thoughts.
Bringing awareness to your deeper feelings around success and prosperity clears away old patterns and limiting beliefs. Opening to the idea that prosperity is possible, attainable and well-deserved creates inner expansion and energizes you to take on the hard work of marketing your business.