Marketing can feel really time-consuming. If you’re trying to it all or trying to do it all yourself, you leave little time to do the actual work that will keep you in growth mode. But there is a solution.
First, stop trying to be everywhere because you’re wearing yourself out. And there’s another solution too. You’ll have to listen in to hear more!
The gist of it is this: You started your business for a specific reason and you likely want to make an impact. When you think about other industries and other professionals, how do they make their own biggest impact?
By staying in their lane and letting other experts take the reins.
Listen in for more!
Mentioned in This Episode Podcast
- Minimum Viable Series: What to do Before You Work on Your Content
- Listen to the whole Minimum Viable Content Marketing series
- Episode 214: The Marketing Piece Your Business is Missing
- Book a free connection call
Welcome to episode 216 of The Content Experiment Podcast, a podcast for service-driven business owners who know that content is important but there’s so much more to marketing and business growth.
Here we talk about showing up for your audience that they want to hear, in a way that’s sustainable for you. This might mean publishing a weekly podcast or blog, but it also means paying attention to your email list, leveraging other people’s audiences, building relationships, and getting over the limiting mindsets that often hit when we’re reaching for the next level in our business.
I’m Abby Herman, content strategist and podcast manager for business owners who want to make their marketing feel easier and more streamlined so they can get back to serving their clients and making those sales. I’ll show you how OR do it for you, while you do business in a way that works for you–I can help by supporting you through building a content and marketing strategy, taking care of the podcast management for you, or giving you the tools and resources to take this on yourself.
A few weeks ago I talked about why pillar content like your podcast, blog, or YouTube channel on its own isn’t going to help you grow the business you desire. And on last week’s episode, Cara Steinmann shared why building a network of connections is so vital for your growth.
I personally have been spending a lot more truly intentional time in really specific groups connecting with other like-minded business owners. I hope you have too!
But it’s time-consuming. Which is honestly why I dropped off last year from networking and connecting, and even posting to social media organically and engaging there. It took a lot of time and I was busy working with clients and being distracted by remodeling a house. Ha!
So let’s fast forward to where you might be going or where you are right now. Or maybe where I was last year. You’re busy with client work. You’re strapped for time because you’re prioritizing time off this year or maybe you’re blocking your time so you have a limited amount of time to work on your marketing tasks.
Or maybe you’re finding that marketing in general is incredibly time-consuming. Not because you’re creating SO much content, but because you want to make sure that you’re creating the RIGHT content. Or that your content is doing the job you’ve intended for it to do: nurture your audience, gather information from your subscribers, educate prospective clients, nurture the people who are on your team or in your sales sequences, disseminate information to people who have grabbed your free offers, and so on.
There’s a lot to consider when it comes to your content. And if you’re busy with client work, you might let some of them slide.
Last year, I did a few podcast episodes on Minimum Viable Content Marketing. I’ll link to the episodes in the show notes, but essentially the minimum things you should be doing with your marketing include:
Publishing consistent pillar content – that means publishing a regular blog, podcast, or videos to your YouTube channel. And I said consistent. That doesn’t have to mean weekly.
Publishing on one or two social media platforms, both sharing your pillar content and other, more educational and informative (and even entertaining!) content. This doesn’t have to be daily. Shoot, it shouldn’t be daily, in my opinion. That’s just too much noise!
Having a free opt-in to grow your email list. You’ll mention this opt-in on the podcast episodes you’re a guest on, and you can also share this on social media, when you’re a speaker on a live or virtual stage, and so on. This could be a lot of things, depending on what your business is and what your offers are. Maybe it’s an ebook or a free challenge, a mini course, or even a free 1:1 call with you. Just be careful about offering that last one. If you have a high ticket offer, this might work but be aware that you could potentially explode your calendar if you offer this and too many people take you up on it.
Welcome new subscribers with a welcome sequence and additional support. Don’t just give them your freebie and drop them into your regular emails. Tell them how to use the thing you give them.
Send regular nurturing emails, every time you publish your pillar content. I like to share a little story around the pillar content to encourage subscribers to go to the pillar content. The idea is to nurture them…not sell to them. Yes, I usually include a link on how to work with me in these emails but the ultimate goal is to drive traffic to your pillar content, not to sell. That’s what sales emails are for.
I know this probably feels like a lot. And it can be. The key is to be really intentional with your time so you can get it all done.
But here’s the thing: If you’re in growth mode, you are probably letting your marketing slide. You may not be publishing content consistently. Your opt-in might be outdated. The links in your welcome sequences might be broken. You might feel like you just don’t have time for any of it.
And maybe…maybe you feel like all of this is pointless because you don’t have a big following or you’re not getting clients from your podcast or blog or social media anyway.
Let’s shift the perspective a bit.
Most business owners who are experiencing growth spend time networking and connecting with others. They take the time to gain some visibility by guesting on podcasts or teaching something inside someone else’s membership or Facebook group. Maybe they’re speaking on a live or virtual stage for an event.
I don’t know about you, but when I hear someone whose message really resonates with me, I tend to look them up on LinkedIn or Instagram. I will sign up for their free offer so I can stay more connected with them and find out more about them. I look at their website, specifically their services pages to see what they do or how they work with clients.
And if your marketing machine isn’t up-to-date, then those new connections, the people who have recently found you, might not get the message from you that you’d like them to.
So how do you keep your marketing machine going as you grow? Honestly, the answer is probably to hire some support. Because as much as you might like to, you can’t possibly do it all.
In episode 214, I shared some of the things I’m doing for a client as a fractional marketing director.
Develop assignment selling videos and sequences to educate prospects before they book a call with the team
Create processes to build engagement in her group program
Launch digital products that lead into her other offers
Support the redevelopment of the website for a better user experience
Regularly review and update the email sequences and automations that keep prospects engaged behind the scenes
Develop opportunities for potential audience members to join the email list through high-level opt-ins and free trainings
Support the efforts of the SEO team to bring more organic traffic to the website
Identify opportunities to get in front of other people’s audiences – and act on them through pitches and other connection opportunities
This client was doing (or, rather, NOT doing) these things on her own prior to hiring me. She leads a team of about 10 and works 1:1 with some legacy clients. So many of these things that she wanted to do and that would help her continue to grow simply weren’t getting done.
Hiring support with your marketing can do a number of things for you and your business:
Bring new ideas into your marketing plan so you can try out new strategies
Give you time to take a step back and manage the other parts of your business that need your attention.
Give you the space to do the face-to-face pieces that are needed from you in your marketing, like speaking and being a guest on other people’s podcasts. And what’s even better is that you have support in finding those opportunities too.
Ensure that everything is working as it should. Your email sequences are triggering, your links are working, your evergreen products are being promoted. It’s so easy to let these things slide and I’m right there with you, being guilty of not checking in on these things.
You know what’s working and what’s not because someone is looking at your KPIs for you and with you
You have the expertise and tools from an expert in the industry. You might be good at marketing your own business, but is that really what you started your business to do? Or did you start your business to make an impact in some other way? I’m guessing the answer is the latter.
Gives you the support you need in managing contractors and team members who have a hand in the marketing of your business. No one person can (or should try to) do it all. But one person can coordinate all the pieces and all the people. That person should not be the CEO. You have other things to worry about.
I want you to take a moment and think about your business and where you are right now. I want to go back to the idea of minimum viable content marketing. If you struggle with that, I recommend getting those in order. I have a free training that can help you at thecontentexperiment.com/minimum.
If you already have a good handle on consistent content and you’re struggling with finding the time to get it done because you’re too busy with client work, it might be time to get some help.
Let’s talk about it. You can book a free 20-minute call with me at thecontentexperiment.com/chat so we can see if we’re a good fit for one another. If I’m not able to help you, I will refer you to someone who might be able to serve you better.
You’re not alone in this marketing journey. Business grows and shifts the longer we’re in it, and you will grow and shift as a business owner too. That’s one of the great things about being an entrepreneur!
If you found value in what you learned here today, be sure to share it on social media. Take a screenshot of the episode on your phone and share it over on Instagram stories. Or connect with me on LinkedIn, which is where I’m spending most of my time these days, and let me know your biggest takeaway from this episode. The more you share, the more we can get the podcast into the earbuds of more business owners, just like you, who need to hear the message that they are not alone.