Welcome to episode #194 of Explode Your Expert Biz Show, brought to you by http://gtex.org.uk/,
I am your host, Simone Vincenzi, The Experts Strategist, and this is the podcast for experts who want to become the ultimate authority in their niche while making an impact in the world.
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In this episode, I talk about
- The 3 types of audiences you have and how to communicate with them
- What kind of content to create
- The top marketing strategies you must use to get consistent new leads
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Hi, and welcome to session number five of your road to business success. Simone Vicenze here from GTeX with expert biz canvas. Now last session, we looked at your goals and the most important thing which is will give you the focus and the direction of what you want to achieve this year in 2018. Now it’s time to go into the nitty gritty. It’s time to go into the implementation.
So, this video might be a bit longer than the other ones just because I need you to really understand how to create this perfect marketing plan. In fact, we are going to look at your marketing plan right now and your marketing strategy. Here we go. Look at this, how beautiful this is. Now, this part is really crucial because if you want to grow an expert business, and in particular become an authority and have a sustainable business and make a lot of money, have a lot of clients, and never struggle to have people to where they can buy your product services, you need to understand that where people are in relationship to knowing you and your product or services.
Now, there are going to be people, as you see here, that they are cold, which means they don’t know you at all. These are the people that, they will buy from you, they don’t know you yet, and they will find you somehow, and I’m going to show you how, and then they will buy. Some of them, they will buy immediately, but very small percentage of them. And then the others will buy between three, six, 12, 18 month’s time.
Then we have the warm audience. These are the people that know you already, but have never engaged with you. So, they are aware of you, but they never bother to comment or like one of your posts or send you a message, inquire for a consultation.
Then you have the smoking hot. The smoking hot, man, these are the people that are already, they’ve already engaged with you and they’re ready to engage with you. They’re ready to find out more about your courses, seminars, webinars, offers that you have, but not necessarily in the space of I want to become a client. They’re ready to engage with you.
Now what you need to have is to have three things that you’re going to do for every client. Now, for every kind of audience. Why three? Because if you do 15, it’s too much. You will go mental, unless you have a marketing team. Then in that case, you can do 15. But if you don’t have a full-blown marketing team, then just stick with three. And then the other thing is that if you do one, that’s probably not enough. Because there is something that I’ve been listening to recently, actually a person that I would recommend you to check him out. It’s called Scott Alford and he talks about omnipresence. He talks about where your clients are and being strategic, to be in different places, so then it feels to them that you are everywhere. Even if you’re spending a minimal amount of time in publishing or creating that content or those offers for them.
This is the principles that we are going to apply here in this model. First of all, there are three things you need to do to get people to know you. Now, I’m going to share with you the top three that work for me and that will work for many expert businesses, and then you don’t have to do this, but these are the things
that will give you the biggest return on investment, and will shorten the cycle from I don’t know you at all, to I’m going to work with you. I’m going to pay you my money.
So, number one is external guests and podcast interviews. I’m very big on this, and it’s something I’ve been focusing on for the past few months, actually for the past year for 2017. And it’s so powerful because you are interviewed for by someone else, it already is an audience that trusts you. That trust the host. So, if I’m interviewed by someone else’s podcast, then by transference of trust, they will trust me too. That’s why this is so crucial. And it’s very easy to get podcast interviews. In fact, if you don’t know how to do it, you can use as part of this membership site, you have also a course called the Podcast Directory. It’s a list of more than 1,000 podcasters that you can approach, all divided by categories and templates on how to approach them and how to become a guest on other people’s podcasts. So, that’s number one.
The other thing is, which is the one that will give you the biggest result, is external speaking gigs. Speaking for free or paid to an external audience. Now, there is nothing more powerful than that. Because even if there are five, ten, 15, 20 people in the audience and you are sure that if you’re doing a good job, people will come to you. Right? And if you’re not sure about how to convert people and to create presentation that sells, go to the course on the membership site called Selling from the State like an Italian Stallion. You will absolutely love that.
And then the other thing that works incredibly well right now, is to deliver training to other people’s Facebook group. Now you know there are other people that have paid communities or free communities, and they’re always looking for expert to come in and deliver relevant training to their audience and to keep their audience engaged. Like a podcast host, they need you to keep their audience engaged. So, by you approaching them, and not just go live and go behind their back, no you approach them, and you create a training together with the organiser of the group. First of all, they will promote their training because they have the authority within the group, and then you will find that in particular if it’s a paid group, which means that there are people there that are used to invest money in this kind of things, then you are going to get some clients, or, not clients, getting people following you from there because of trust. So, the three things I would recommend you to do for people that don’t know you at all.
Then you have the warm audience. These are people that know somehow, they heard about you. Then you need to find a way to keep them engaged. Now, this is your social media effort. It means your Facebook, your Instagram, your Twitter, your LinkedIn. If you’re running a podcast for example, or you’re running a Facebook Live show on your page, there’s still the content that you put out to people that somehow know you, found you, and now you want them, the purpose of this is for them then to engage with you, which is going to be the next step.
Now, first of all it’s about social media. That’s one of the bolds that you see there. Output your social media. And don’t use more than two to three social media. Otherwise you will become mad, unless you have a social media agency. But don’t use just one social media. I recommend for you to do at least three things. Because then
again is this aura of as Scott says, omnipresence which means that they see you in other people’s feeds. They see you in other parts. And they go to one platform, you’re there. They go to another platform and you’re there. And it will take you literally three seconds to copy and paste the same post to the other platform.
Personally, I would always recommend if you’re an expert to go into this market. To use LinkedIn and Facebook. LinkedIn and Facebook is where there is the shortest time between I heard about you, I’m following you to I want to engage with you, because they are platforms that are designed for high engagement. And then you can choose another one. It can be Twitter or it can be Instagram. Choose another one that you can use as a social media, depending by your niche.
Then the other thing that I want you to choose is a content creation way. There is a great thing that I personally loved about having a podcast, which means that I’m able to connect with influencers and create content at the same time. If you want to create a podcast, there is a course on how to create a podcast in five days on the membership site. Make sure you check that course if that’s part of your plan. Or as long as you create content as well for yourself and with other people having a Facebook Live show, that’s fine as well.
So now, with all these ideas that I gave you, I want you to pick three. Three that you can use for the people that now have started following you that for content that you’re creating for them. Can be on your social media, blogs on your website, having a podcast that you host, having a Facebook Live show on your Facebook page. Choose three of these things and be active on there. Because then we are going to look at implementation later on.
And then the last part is what are you going to do with the people that now are smoking hot? So, maybe they’ve seen you doing a speaking gig somewhere else. And they started following and listening to your podcast. Now they are ready to engage with you. They are ready to do one of these three things. One is download something from you, which is maybe a PDF or a video training that you have created for them. Like a free [inaudible 00:09:49] that they can use. So, that’s one. The other thing they might want to do is to attend one of your events. So, if you have free event, that’s awesome. Or a low paid ticket event. Or the other thing, if you have a webinar, they can come on your webinar. Or the other one is your consultation. Have a consultation one to one.
Now, in an ideal world, you want to have all these four things. You want to have a giveaway, you want to have a seminar, you want to have a webinar and you want to have consultations available. Because people will have different ways of buying. Some people love to buy from seminars. Some people love to buy from consultation. Some people love to buy from webinars. Other people love to just be nameless and then buy from an email at a certain point. So now, this is an ideal world. Based on where you’re at, just focus on creating one of these things. Now, there are two things that you cannot avoid: One is a freebie giveaway where you can start collecting data on these people that are following you, and the other thing is the consultation. Then you can choose.
Once you have those two things in place, then you can choose do I want to create a seminar? Do I want to create a webinar? If you already have a webinar, go out and create a seminar. If you already have a seminar, go out and create a webinar. If you don’t have none of these two, start with one. Do you love speaking more than presenting or live things, or you are a bit scared about the tech? Then go to a seminar. Do you want to create webinar and you want to go for it because maybe you live in an area where there are not many events going on because geographically it’s really important. Remember, events work if you are in a area where geographically people can attend it. Otherwise it will be a complete flop. But webinars can be attended everywhere. So, if that’s the case, good news. In the membership site, we have a course on helping how to create a high converting webinar and launch it in 14 days. So, make sure that you check that training too. That is going to be all in these resources.
So, now I give you all this idea. It’s time for you to go into the plan and go into the canvas and fill out what is going to be your marketing plan for the different kind of audiences to move someone from “I don’t know you,” to, “I’m going to buy from you.” Then the next session is going to be about creating products and services.
Now it’s time to complete the task. Go in the Facebook group, let me know when you’ve completed and posted what you’ve written in your canvas, because I need to know, so that we can help you during the session that you are going to do with your coach at the end of the programme. Any other question, put them below and ask me any question on the Facebook group as well. I will be there helping you out. I know this is a longer video than the other ones, but I want to make sure that you are clear about this. Now it’s time for you to go and complete this action. Time starts now. And let’s do.