Level Up ✨ A Holistic Approach to your Marketing Strategy | 44
A holistic approach to marketing is essential in today’s digital online space. It is vital that you have a strategy that nurtures your audiences through high-quality free content, in your community, as well as content behind an opt-in wall (aka only available to your email list).
To create a holistic marketing strategy there are three different pieces. Each piece is important by itself and when used together, creates a powerful marketing strategy to attract, nurture and sell to your dream clients!
The holistic marketing strategy pieces:
Content Marketing: this is your long form content (blog, podcast or video) and it needs to be highly valuable and very tangible. Always leave your audience feeling like they truly got something from the content by giving them an action step or strategy they can implement immediately. Don’t forget to include Calls to Action that remind people what you’re offering and how they can work with you.
Email Marketing: build and nurture relationships with consistent emails. Your email list is the best place to form deeper relationships, sell to and test out new offers. It’s important you are consistently growing your email list to ensure it has fresh leads excited to buy from you.
Community Builder: the goal is to interact with your community, get to know people, and build relationships -- pick either Instagram or a Facebook group to start (but not both!). Communities are a great way to provide high-quality free content, nurture your audience and (you guessed it) sell!
When these three pieces are used together, it creates a stronger strategy that will help your business grow sustainably!
Don’t Forget To SUBSCRIBE
&
REVIEW the podcast!
Thanks for listening to this week’s Saturday Strategy Session! If you found this podcast helpful for your teacherpreneur journey, then head over to iTunes, so you can subscribe and leave a review. Each and every review means the world to me and helps me continue to create valuable content while also reaching more fellow ambitious teacher business owners just like you!
If you’re looking for support running your ads, I would love to help you. Whether you’re looking for a 1:1 strategy session, to build your email list or full ads management it is my mission to empower ambitious teacherpreneurs just like you! Let’s unleash your limitless potential, turn your dreams into reality and have an even bigger impact on the world!
Episode Transcript:
Hey there, I'm Jenzaia and this is Market, Scale, Grow. A podcast created for ambitious teacherpreneurs looking to have a bigger impact on the world, achieve freedom, flexibility, and ultimately make more money with weekly strategy sessions and inspiring stories from fellow teachers just like you, my goal here is to help you create a customized marketing strategy so you can grow your teacher business beyond your wildest dreams. Okay, so before we jump into the episode, I am super excited to share a brand new freebie with you. It's my targeting ideas for Facebook ads. If you've dabbled in Facebook ads or you've done them and you've tried them, and you're just looking for some fresh inspiration for your audiences, this freebie is for you. I share my top Facebook ad targeting groups for you so that you can have inspiration and find those people that are perfect for what you have to offer. From warm audiences to cool lookalike audiences, to cold interest based audiences. I cover all three in this freebie. Head to marketscalegrow.com/audiences to grab your copy today.
Hello and welcome back to Market Scale Grow. As you know, I am your host Jenzaia and this is a Saturday strategy session. Today, we are going to be talking about your holistic marketing strategy. There are three different pieces to a holistic marketing strategy.
To me, they kind of make up the three strands to a braid. So if you think about when you're braiding hair, you've separated the hair into three parts, and then you flip the one part over the other, and flip and flip and flip. Now, if you've never braided hair or you've never seen a braid, you have no idea. It takes if it's rope or hair, you're taking three pieces that aren't super strong and you're weaving them together so that they become stronger and interconnected.
So if we're thinking about the holistic marketing strategy braid, then the three strands, or three pieces that you have that you're braiding together, are your content marketing, your email marketing and your community building. So we're going to dive a bit more into each of those pieces, each of the strands, to talk about why they're so important. Then we'll talk about, at the end, how you can interweave them together.
So the first strand is your content marketing. We've talked a bit about this in the past on the podcast, but your content marketing is your blog, podcast, or video content. It's super important that this content is free, that people can access it easily, that it's searchable. So that means if you have a podcast and you're doing show notes and video content, the most searchable platform that you have is YouTube, but you can definitely be doing lives and repurposing that content, putting it in IGTV pushing it back out on your feed, all of those things.
If you want a bit more information about content strategy and thinking about your content pillars and your content structure, then head back to episode 34 with Hayley Klees. She's a content strategist for TPT authors, and she gives us some really good tips and tricks in that episode.
So the content does need to be searchable, it needs to be free, and it needs to be highly, highly valuable and very tangible. You want people to actually walk away being like, "wow, I learned something" or "I'm going to go implement that" or "what a great idea, I need to think more about this." It needs to be like, they get something from it. Not just fluffy, not just like whatever, super tangible, super valuable.
The second strand is email marketing. This is where you continue to build relationships. You nurture people. You let them get to know you a bit more, your funny side or your intellectual side or your emotional side, whatever it is, whoever you are, let your personality shine here and nurture, nurture, nurture. In my little mini-series that I did on the customer journey, we talked about the five steps of the customer journey being awareness, interest, subscribed, engaged, and invested. That subscribed hump is one of the harder ones to get people over, is to get them invested enough that they want to be subscribed to your email list. Then once you have them there, take advantage of it. Nurturing them is so important. If you get somebody on to email us and then they don't hear from you until three months later, they're going to forget who you are. That's why regular content is so, so, so important.
Whether you commit to one email a month or once a week, or if you want to be Old Navy and do three a day, then you do you. I will unsubscribe to you if you send me three emails a day, just a heads up. I think for most people, once a week is a really good goal. Starting at once a month is great and then trying to build your way up to once a week is a really great goal. If you're in a launch season, then ramping up to 2, 3, 5 times a week is okay, but you don't want, unless again you're Old Navy, to be like overwhelming people with your emails constantly.
You own that. We've talked about this before, you own that list. So take advantage of it, nurture them love on them, sell to them. It's a huge part of that holistic marketing strategy, and make sure that you have email funnels set up so that if somebody opts into something, then they're getting to know you building a relationship and then hopefully buying from you.
The third strand of our holistic marketing strategy braid is building a community. There are two different places I recommend that you build a community. The first one is Instagram and the second one is Facebook groups. Now Instagram, in my opinion, is a little bit less of like a community, where people are interacting with one another and engaging with each other. It is a bit more of a one-to-one back and forth. People are commenting on your post and then you'll comment back. You don't really get lots of discussions or deep conversations or anything like that, but it's still a really good place for you to build relationships, get to know new people and nurture, and you can build like a community around you. Facebook groups are another place where you can build a community. Often it will be more of a community of people who are interacting with one another who are helping one another out and who are having conversations between them.
So both of those are great. It really depends on a.) Where your people are and b.) Your preference. But pick one, don't feel like you need to be doing both. You don't need to be growing on Instagram and growing a Facebook group. That's a lot. So pick one, really focus on it, love on the people on whatever platform you choose and build that community.
So now how do those three strands, content marketing, email marketing and community building really interact together? First of all, you can repurpose your content throughout the strands. So if you put out a blog post, you can send an email about that same content, and you can create posts for your community, whether it's Instagram or Facebook, again from that content. So you're not having to create a thousand different pieces of content every week. You can repurpose and push it out again and again, because a few things- #1: not everyone is going to see it immediately, #2: people need to see things multiple times before it sinks in, and #3: different people are in different places. So somebody who sees your blog post may not get your email. Someone who gets your email may not be following you on Instagram. So putting it out on all of those different platforms helps you to reach a wider audience.
The other thing is that they will naturally, the people, the audiences, will overlap. So people who are reading your blog will probably opt in to either your freebie, that you're offering, or just your newsletter. If you have it on the sidebar and then become part of your blog readers, and also your email subscribers. If you are encouraging people to join your community through your emails and through your blogs, then those same people will also go to Instagram and or your Facebook community. Then in your community, if you're encouraging people to go see your content, then people who have found you on that platform will potentially go and read your blog.
So repurposing your content, but also talking about the different platforms on each, is just going to help strengthen that braid and pull them all together. So when we're talking about the different strands of the braid, we can definitely put ad spend behind all of these different pieces. You can drive traffic to your long-form content, you can use ads to grow your email list, and there are ways for you to grow your community using Facebook ads. These are part of building your brand awareness and visibility strategies that are really important for long-term growth. But what is even more important is it's, it's strengthening your marketing and really helping you to become the expert so people get more brand touchpoints with you and they can recognize you as the expert in your niche.
So my little homework task for you today is to think about these three strands, content marketing, email marketing and community building. Is there one of these strands that is a bit weaker for you? If there is one, then take 5, 10, maybe 15 minutes to just brainstorm ways that you can strengthen that strand, because the stronger each of the strands and the braid are the stronger, the entire braid will be. What little steps can you do to improve your email marketing or your community building or your content marketing? It doesn't need to be big, huge, gigantic things. It can be little steps towards the bigger picture. If you're like, "hey Jenzaia, I got all of these in place. I'm doing awesome," pick one to really focus on this week. Which one are you going to put your time and energy in to make it that much better?
I would love, love, love to hear your plans to improve your holistic marketing strategy braid. So take a screenshot of this episode, share it on Instagram stories, tag me and let me know what you're working on. I can't wait to see and check out my stories because I will definitely share them with you as well. Thank you again for being here and I will be back in your ear with some more Facebook ad strategies next week.
Thank you for listening to today's episode. Today was brought to you by Dubsado, my absolute favourite customer management tool. If you're looking to streamline and systematize your service-based business, I highly recommend Dubsado. For 20% off of your first month, head to marketscalegrow.com/dubsado that's D U B S A D O and use the code Jenzaia at checkout. And don't forget to head to our community at marketscalegrow.com/community where you'll find inspiring, ambitious teacherpreneurs who are looking to grow and scale their businesses just like you... See you soon.