Tag Archive for: social media marketing

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The Art of Attracting High-Value Clients: Mastering Brand Awareness and Development

Many entrepreneurs find themselves in a frustrating cycle of attracting clients who don’t quite fit the bill. These clients might undervalue services, request endless customisations, or haggle over prices. It’s a common issue that can lead to a scattered product line and difficulty scaling. For those nodding along, it’s time to take a fresh look at brand positioning. The goal? To attract those high-value clients who truly appreciate expertise and are ready to invest.
Let’s explore how to refine a business’s place in the market:

Step One: Uncover the Unique Contribution

It all starts with a bit of soul-searching. Entrepreneurs often struggle to package and convey their vision. This is where my ‘Impact Alchemy’ comes into play. It’s about digging deep to reveal what’s at the heart of a service, going beyond what traditional brand strategists might focus on.

Step Two: Size Up the Competition

Understanding what sets a business apart is crucial. By analysing competitors, entrepreneurs can identify gaps in the market that align with their unique skills. This insight is gold for effective brand positioning.

Step Three: Get Inside the Market’s Head

This is where entrepreneurs need to really connect with their ideal client. Start by defining one person, one problem, and one solution. It’s about gaining an intimate understanding of the niche.

Step Four: Craft a Compelling Story

People connect with people before ideas. A brand’s story and philosophy are what resonate with an audience. It’s not just about what a business does, but why they do it. This personal connection is what forges deep, meaningful relationships with clients.

Step Five: Nail the Positioning Statement

With a clear understanding of the unique contribution, competitors, and market desires, it’s time to craft a positioning statement that truly represents the brand. But it doesn’t stop there. A brand should have its own personality that walks the journey alongside its clients.

Great storytelling is key to building a standout brand. It’s about finding the language and messaging that aligns with the brand’s philosophy and resonates with the audience. This becomes the heartbeat of the brand, something people can relate to and rally behind.

What’s Next?

For entrepreneurs grappling with their unique selling proposition, remember: it’s the depth and resonance of the brand’s story that will elevate it beyond the flat and generic. It’s not just about standing out—it’s about standing true to what the business brings to the table and connecting with those who appreciate and seek that unique value.

By following these steps, entrepreneurs can transform their brand from just another option to the go-to choice for their ideal clients. It’s about creating a brand that not only attracts high-value clients but also resonates with the core values of the business.

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Pedaling to Success: A Spin Class Encounter That Revolutionised Leadership Training Marketing

Ever had one of those synchronous moments while doing something completely unrelated to work? 

 

I met Anita Cunningham on a spin bike at the gym. She knew what she was doing – I was a total newbie!

 

She helped me out with how to work the bloomin’ bike so I could start to get my sweat on. I thanked her and went on my merry way at the end of the session. 

 

Later that night we happened to run into each other at the members section of the football! So weird – among 80,000 people I was like “aren’t you that lady from the gym this morning!?”

 

One thing led to another, (well Anita stalked me on facebook) and next minute she was asking for brand and marketing advice!

 

From Spin Bikes to Strategic Branding: An Unexpected Partnership

 

Anita – the face behind a leadership training business that was already well-entrenched with big names like Telstra and Kmart – was successful at her training – but not so much in her marketing efforts!

 

Anita’s digital guy had been focusing on building her local google business listing, and a little bit of google ads. But in the crowded world of leadership training, that’s about as effective as shouting into the wind. So, over a cuppa, Anita picked my brain about how to really make her brand stand out.

 

We rolled up our sleeves and got stuck into her business, looking for gaps and opportunities. It was clear as day that we needed to do more than just fiddle with Google Ads. My plan? To turn Anita into an omnipresent force across platforms like LinkedIn and Facebook, showcasing her unique take on leadership training.

 

You see, Quality Business Services (that’s Anita’s company) had a different approach to leadership training – one that didn’t always mesh with what HR departments thought they needed. We had to bridge that knowledge gap and show potential clients why Anita’s holistic approach was better than the soft skills alternative.

 

Crafting a Holistic Marketing Ecosystem: Beyond Just Lead Generation

 

Over the next 9 months, we crafted a marketing ecosystem that didn’t just attract leads – it educated and nurtured them too. We developed a leadership skills audit as a bite-size opt-in for her website, serving to signal serious interest in her services. We gave her brand a proper makeover, from her website to a snazzy Canva branding system that Anita could use herself.

 

But we didn’t stop there. We designed brochures for her nationwide events, introduced clever QR-coded business cards (leading to a changeable landing page), and developed email sequences that were crucial in shifting perspectives and nurturing potential clients.

 

Recognising that people needed a taste of Anita’s expertise, we introduced smaller, teaser workshops. This gave prospects a chance to see what made Anita’s team special and helped them stand out from the crowd.

 

We built a proper marketing machine – a year’s worth of evergreen social media content, a new website, and a CRM system to keep everything ticking along nicely. We packed her website with SEO-rich blogs and used the personal stories of her trainers to give her brand that authentic, authoritative edge.

 

From Faff to Fab: The Power of Strategic Personal Branding

 

The result? A comprehensive marketing strategy that saved Anita 10-15 hours a week on social media faff, and ensured that when someone needed a leadership trainer, Anita’s brand was the one they remembered.

 

This journey with Anita wasn’t just about fancy marketing tools – it was about telling her story in a way that truly represented what her business was all about. It’s a cracking example of how the right strategy can turn a personal brand into a powerhouse.

 

And for me? It’s a reminder that sometimes, the best business connections happen when you’re sweating it out on a spin bike. Who knew?

 

Remember, if you’re feeling stuck with your marketing, or if your personal brand isn’t quite hitting the mark, don’t be afraid to reach out. Sometimes, all it takes is a fresh pair of eyes and a bit of strategic thinking to amplify your impact and get you the recognition you deserve.

 

Let’s have a chat and see how we can amplify your business.

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Grow Your Audience with an Evergreen Social Media Content System

Struggling to consistently share engaging content on social media? So many of my clients are spending upward of 15hrs a week tending to their socials garden! 

LinkedIn or Instagram is slowly sucking their time and inspiring energy, and all they’re hearing is crickets!

But you don’t have to do content creation EVERY day. I mean if you love it – go for it, but I think most of my clients prefer to be making the ACTUAL impact they’re here to make! 

Let’s check out how an evergreen content creation system can effortlessly grow and nurture your audience. (The bonus of building a creative evergreen system is that your campaigns become SOOO much more effective!)

The key is having content mapped to every stage of your audience’s journey:

  1. Attract their attention with value. Develop blogs, guides, or videos that provide solutions to questions your audience has. Sounds obvious – but I can hear you saying ‘where do I start?’ (head to my Signature Framework sprint to find out about unpacking your thought leadership!)
  2. Build relationships and trust. Share personality-driven content like behind-the-scenes and customer success stories. (I have a great case study builder – book a call and we can chat about it)
  3. Generate engagement with polls, questions, and conversations. Respond consistently.
  4. Promote your offers. Highlight program details, enrolment deadlines, and special promotions.
  5. Guide new followers. Welcome and onboard them by sharing your best introductory content.
  6. Develop many variations of each content type mapped to audience needs.
  7. Store and schedule these evergreen content variations to autopost consistently. But not just on your socials – think CRM too! (If you need a new all-in-one CRM solution for coaches and consultants check out Amplify)

Having a bank of optimised evergreen content allows you to confidently build engaged audiences 24/7 without starting at a blank page each day. Automate posting so you can focus on high-impact activities like connecting one-on-one. Consistent value drives growth.

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