Latest / Amplify Your Marketing Message with Christine Campbell Rapin / 170 - From Crickets to Clients - Selling Through Your Content Strategy

Transcript

170 - From Crickets to Clients - Selling Through Your Content Strategy · Amplify Your Marketing Message with Christine Campbell Rapin

0:03
If you are a B2B service based business owner and you are
0:07
looking to gain more clients, create more impact and more
0:10
revenue in your business, TuneIn to amplify your marketing
0:13
message with Christine Campbell Rappin.
0:15
Every week we're going to take you through how to build an
0:18
audience of buyers, mastering your marketing message and
0:21
making offers that convert consistently.
0:24
See you all on the inside. If you are posting every single
0:39
day on any social media platform, or at least really
0:43
regularly, and it is not turning into clients, we need to have a
0:49
conversation. Welcome to amplify your
0:51
marketing message. I am your host, Christine
0:54
Campbell Rappin and today I want to talk about going from
0:57
crickets to clients. So many business owners, I know
1:03
how they love hate relationship with social media.
1:07
It takes up an enormous amount of bandwidth in their brain
1:11
capacity in their day. And yet that giant elephant in
1:18
the room is that it does not create leads.
1:22
It does not create the desired outcome of movement from a
1:26
potential buyer. And truthfully, if it's not
1:31
working to do exactly that, this element of your marketing is
1:38
broken and doing more of it is crazy.
1:42
So today in our episode of Amplify Your Marketing Message,
1:46
I want to talk about selling to the audience that is already
1:50
seeing your stuff. Because there is much truth and
1:55
you've heard it here before, that your business will be built
1:58
on strangers. So getting in front of more
2:00
people, more ways more often is essential.
2:03
It's not just essential on the first growth phase of your
2:07
business looking for your next client.
2:10
It is a always needed part of the puzzle.
2:16
However, before you can get great at serving strangers, you
2:19
have to great great at serving those who already know you.
2:25
And I read a stat once and I taught, had it shared on a
2:29
platform that I host called Turn on Your client Waterfall, that
2:32
the average human being knows 600 people.
2:36
So there are already 600 people that know you and they'll know
2:40
you from all walks of your life. And chances are some of those
2:43
people are on your social media platforms.
2:46
But you often forget that you could be serving and finding
2:50
clients in your inner circle of known people.
2:55
And when you are vetting ideas and looking for proof of
3:01
concept, it is easiest to go short than it is to go long.
3:07
And what I mean by that is sell to the audience you already
3:10
have. The Thing We Need to remember 1
3:18
Strangers need to be warmed up and need to understand who we
3:24
are, what we stand for, the lens in which we see the world and
3:29
what makes us worth listening to.
3:32
Because people buy when they see like they're looking for some
3:38
level of familiarity, and that is key.
3:43
You end up, though, running a risk when you're playing the
3:47
familiarity game that you become a likable expert, somebody who
3:54
educates. But let's also address this
4:00
elephant in the room. People don't pay likable
4:04
experts. They're liking you.
4:07
They're not buyers and this is dangerous.
4:12
So the biggest mistake I see people do is post random tips. 3
4:16
tips for this, 5 tips for this. It is pure education.
4:20
Often in certain social media platforms, people also don't
4:24
want to show their face. And I understand you have a
4:27
choice to make whether you are building a personal brand or
4:31
your company brand. At the end of the day, both are
4:35
part of a success story. People choose people first
4:39
before they choose a company. And your unwillingness to show
4:43
your face, your unwillingness to tell story, your unwillingness
4:48
to be human is costing you clients.
4:52
And the third colossal thing I see and think is a huge mistake
4:57
is that you never ask people to do something.
5:01
You're so focused on the delivery of the knowledge and
5:04
hiding you and being vanilla that you forget to ask people to
5:09
do something. And the whole point of marketing
5:13
is movement. You are trying to have a group
5:17
of strangers or a group of people who may have some
5:20
familiarity with you to take action.
5:24
And if you don't invite, they won't move.
5:28
And that's why you have crickets.
5:31
So let's talk about the type of content.
5:34
Because it is not an algorithm problem.
5:36
Controversial statement there. It is not an algorithm problem.
5:41
If your content delivers, service delivers results, get
5:45
people moving, you will have all the airtime you need and then
5:49
some on every social platform you choose to play on.
5:53
The problem is your stuff is crap and it doesn't deliver what
5:57
the algorithm wants. So it's not the algorithm's
6:00
fault is that you aren't playing the game and so it's up to you
6:03
to change this because complaining in social forums, oh
6:07
it's so hard, nothing is moving blah blah blah is just noise.
6:11
Stop it. So I think that there needs to
6:15
be four types of content that you create, always with the
6:20
intent to show who you are, what you stand for, the lens in which
6:25
you see the world, and invitation to move for who's
6:29
ever observing from the outside world.
6:34
The first piece of this is that people need to do business with
6:40
you, with your business. And even if you're not the only
6:44
part of your business and you have a company name that leads
6:48
the story, you as the business owner or the face to some
6:55
degree, if you're a marketing manager within a business, they
6:59
are looking to your character and you have set the standard
7:05
for how we engage, how we serve and how we show up.
7:10
So character content, who I am in the world matters.
7:15
It matters a great deal. And that's why you need to talk
7:19
about who you are, what you stand for, how you play and how
7:23
you see the world. Who are you as a human being?
7:27
And I think this needs to be a significant part of your content
7:32
mix. I kind of guide my clients
7:34
around the fact that it's about 30% of the time.
7:36
So if you think of seven days a week, at least every week, you
7:39
should be talking about who are you and what are you doing as a
7:42
human being. People love behind the scenes.
7:47
They're going to make an assessment.
7:49
Do I trust you? Do I see like within you enough
7:54
to be overlapping to a degree based on this?
8:00
So show your face, share your life.
8:04
And that doesn't mean you have to share every secret that
8:06
you've got, but it does mean you need to show your North Star.
8:10
What are your values? What do you care about?
8:13
How do you see the world And you're only looking for the
8:17
people that can understand and respect that.
8:20
Because if they don't align with your character, you do not want
8:23
them as clients. Let them move on to the next
8:26
person they see in the scroll. But once I understand who you
8:32
are, I need to know if you walk your talk and that means
8:36
credibility. Note, I didn't say educate about
8:41
a general thing. That's a huge mistake.
8:46
You're not there to educate an unenlightened audience.
8:49
You're looking for a buyer who's already got a known problem.
8:51
So for a buyer who has a known problem, are you credible in
8:56
solving that? Are you credible in sitting
9:00
beside them in the mess that they're in?
9:02
Are you credible for not just a short nanosecond of social
9:08
media, but to be in the trenches with, to hold the line and to be
9:15
a safe bet, to be vulnerable and to put my money with and spend
9:20
time with? So credibility is the game, not
9:26
educating. And so there are lots of ways to
9:30
be credible in front of a potential stranger and invite
9:35
them to take action. You can talk about doing the
9:39
actual work. You can show behind the scenes.
9:43
You can do events. You can show up in action with
9:48
the work that your business stands for.
9:50
You can also solicit other people to be credibility
9:55
advocates for you. Simply put, get testimonials,
9:59
ask for client experiences, show work, show wins.
10:05
It is true that you can. In the early days, when you're
10:08
just starting out, you are your best example from which to be
10:11
credible. As your business grows, as
10:15
success and more clients served happens, your clients take on
10:21
that leadership role within your growth engine.
10:25
So ask. Clients love to talk about their
10:28
journey and you can have them answer.
10:31
And there's a great video here in our programming that talks
10:34
about getting testimonials and how do you do it?
10:36
What do you do? People will love to talk about
10:39
their experience with your business and not every
10:42
experience will be perfect. Record that, share that, talk
10:45
about how you recovered because that goes to your character and
10:49
shows you are credible. But credibility is key.
10:55
If I only like you but I don't trust you enough to hire you,
10:59
this has been for a wasted exercise.
11:03
So credibility to me is 50% of the time, 50% of the content put
11:07
out there should talk about your credibility, you doing stuff
11:12
that shows you walking the talk and others sharing their
11:15
experience of being in the room. So start thinking about how you
11:19
can show credibility about your specific result, about your
11:25
specific framework, about your specific way that you show up in
11:29
the world. That makes you a safe bet.
11:34
Do not educate about general information because your buyer
11:39
doesn't need that to get moving. They need to see somebody else
11:44
has already been where they want to go.
11:48
So we've talked about the fact that you have to show who you
11:51
are. We have to talk about do you
11:53
walk your talk? The third thing is that people
11:56
need to connect. And I think one of the easiest
11:59
ways to connect with somebody is through story.
12:03
And what I often tell my clients is the story you don't want to
12:07
tell, one that maybe doesn't show you in the best light,
12:11
always winning with your shit together.
12:15
That's the story that somebody will gravitate to.
12:19
Your person who understands that while you are on the other side,
12:22
while you have a certain framework that delivers a
12:25
predictable result, it wasn't always the case.
12:30
Because you need to remember to connect with your next buyer
12:32
where they are, not where your current clients are or when you
12:35
are already past the problem. So connect.
12:39
Show your life. Show the work in progress.
12:43
Show the mistakes. Show the setbacks.
12:47
Show the celebrations people need to aspire to the life you
12:55
live. And I think what's important
12:57
when you're a buyer, think about this when you're making buying
12:59
decisions yourself, you don't need somebody to be golden on a
13:02
pedestal. You need them to be real, and
13:06
that means not just talking about your life, talking about
13:10
how you show up in the world as human.
13:14
So at this stage, you know, you've got your character being
13:16
built, you've got your credibility built, you've got
13:18
your connection being built. What's left?
13:24
I'm asking, what do you think we missed that so many business
13:28
owners missed? You have to talk about your
13:34
program, your services by name. You have to convert and have to
13:40
have action and have to show people you're actually a hired
13:44
resource. It's OK, 100% of OK to talk
13:50
about. I have this program, I'm running
13:53
this event. I have this to sell and in
13:59
general mix this is about 10% of your content.
14:02
If you are in a launch period heavy promotion, obviously 10%
14:07
is not enough or you won't sell anything.
14:10
But you do need to talk about your programs and services and
14:13
one of the best ways to check and audit this is to pull your
14:17
social media. People love engaging.
14:19
It's by very nature and engaging type of activity.
14:23
What do you think I do? What do you think I sell?
14:26
What do you think my programs are called?
14:28
If you don't talk about your programs by name often enough,
14:31
you won't have people in the audience, potential buyers
14:34
walking into your space, putting up their hand and saying, tell
14:37
me about the business Scale accelerator.
14:40
Hey, I've heard some other people talk about your 30 day
14:43
client enrollment leads. Brent, I want to know more about
14:45
it. You won't have people walking
14:48
into your space and saying what is the Ignite your Client Growth
14:50
Group program? And that is a missed
14:55
opportunity. Social is social.
14:58
So you're noting the general aggregate here.
15:00
I'm guiding that only 10% of the time you're selling your stuff
15:06
overtly. OK, That's a really important
15:09
distinction. I'm not saying don't sell your
15:10
stuff all the time. I'm saying don't overtly sell
15:12
your stuff 99% of the time. I'm saying make sure people know
15:17
that you get hired and you can weave that into your story.
15:20
You can have examples of people seeing you in credibility.
15:24
You could have people seeing you in character.
15:25
You can have some people connecting and they can go.
15:27
At the end of the day, I'm a business owner, which means I
15:30
have something to sell, a solution, a solution and a
15:36
pathway that I can guide you to create.
15:41
So if you want to move from crickets to clients with your
15:45
social media, you need to understand that it is not the
15:49
algorithm's fault if you're not getting engagement.
15:53
It is you and your content and your story and your
15:57
haphazardness around this. It is not effective to simply
16:01
post tips that see the audience experience you as just a likable
16:07
expert. If you never show your face,
16:10
then you never show behind the scenes and you never show your
16:13
real life. People wonder are you human?
16:17
Especially in the world of so much AI related content.
16:21
If you never in gauge by asking somebody to take an action, you
16:26
are missing the boat. And before you start chasing the
16:31
next trend of being a viral sensation, remember this.
16:36
To grow clients, does it require that you have this massive
16:40
audience? The average human being has 600
16:44
people they know. I will tell you your next
16:46
client, somebody you already know, you have to sell to the
16:50
audience you already have. And I will tell you this because
16:55
I just experienced it in my business this week with a new
16:59
client who signed into our 30 day client enrollment lead
17:03
Sprint. I've known this person for
17:06
years. We have been in programs
17:09
together. She is connected to me on social
17:12
media. She has seen me do events for
17:14
years, but she got invited to an event, my event in the spring
17:19
because someone else in my network was speaking.
17:21
And she said I want to go hear them speak.
17:23
And she said to me when we met in our sales call, she said, I
17:27
have watched you from the outside.
17:29
And I don't know why it took me so long to get into your room.
17:32
I didn't get here because you invited me.
17:34
I got here because somebody else invited me.
17:36
But holy Dina, you actually solve the business problem that
17:42
I have and I need help. What are the options?
17:48
How do I hire you? An audience I already knew,
17:55
somebody who already had some familiarity with me so
17:58
understood my character, saw some credibility but was
18:01
endorsed in credibility by somebody else I was
18:04
collaborating with, saw an invitation where I made in
18:09
direct offer come into this session coming by the VIP,
18:13
coming by a session with me so you can solve the problem.
18:18
That was my conversion exercise. And guess what?
18:22
Through personal connections and tears shed, she has become our
18:26
latest client. This is how businesses run.
18:33
Your next client is searching for you right now.
18:37
It's up to you to go get banned, and you do it by getting the
18:41
right mix of content out there and staying at the table.
18:48
If you need support, I want you to download a resource.
18:53
It is on Christine Campbell wrapping.com/podcast.
18:57
There is a resource to help you write better copy to master your
19:03
marketing message. Download it and start using it.
19:07
Coupled with this podcast episode and my friends, you will
19:11
want to save this episode and check in regularly.
19:16
Am I on track? Because when you are, you don't
19:21
live in the land of crickets, you live in the land of clients.
19:26
I'll see you there. That's a wrap on another amazing
19:35
episode of Amplify your Marketing Message with me, your
19:38
host Christine Campbell rap. And be sure to subscribe on your
19:42
favorite podcast platform so you don't miss another great
19:45
episode. And be sure to visit
19:47
christinecampbellrappin.com/podcast to get a free resource on how to
19:52
master your marketing message. We'll see you all on our next
19:56
episode.