Marketing Implementation

Simple, yet effective marketing implementation strategies.

March 21, 2010

Is it like pulling teeth when it comes to sitting down and writing?

So, yes, I know you've been told to do a newsletter and/or a blog. Every week, every other week or every month you are required to wwritingrite an article. I can't tell you how many clients I've had that dread that moment when they have to sit down and write their newsletter or blog. It's like pulling teeth to get some people to do this.

So, first let's talk about the purpose. What IS the purpose of a newsletter or blog? Well, there isn't just one. Here are a few and maybe you have more, so please let me know if you have others.

PURPOSE OF NEWSLETTER OR BLOG

1) Drive traffic to your website

2) Create relationship with people who are already interested in your offer

3) Create a list that you can approach with opportunities to move through your marketing funnel.

4) (this is one many don't think about, but it's SO true) Introduce people to your unique message as a coach. Open their minds, get them to think about what's possible.  A newsletter is an opportunity for you to give them a taste of what it's like to work with you.  Share what you bring to the table…your wisdom, intuition, kick butt attitude etc…  It's all important for them to get.

What's it going to take?

Coaches know that newsletters and blogs are an important part of marketing their business. So, what keeps them from sitting down and writing? What's it going to take to make this happen?  Most coaches would say time, ideas, etc…

Plan in advance!

You don't have to do your newsletter or blog right before every publication. You could write a series and have 10 of them completed at the same time. Your series could be based on a concept that you want clients to understand BEFORE they get to you.  Prepare them for your services.  Open their minds in 10 articles.  You could even write an entire year all at once and then it'd be done!! If you plan in advance it can all be done without having to pull teeth to make it happen.

You don't have to be a prolific writer in order to have a newsletter.  It's not about writing!  It's about your brilliance as a coach and helping people see what's possible in working with you.  Helping them learn what they need to know.  Helping them open their minds, stretch, and take new steps that start opening doors.

Use your newsletter or blog to communicate your purpose.  Let others get to know who you are as a coach.  Just sit down and write all that out.  Write out as much as you can and then you'll have it all done!

Kristen Beireis, Marketing Implementation Expert

Kristen Beireis, Trust Marketing Expert

Kristen Beireis is the Trust Marketing Expert for Group Coaching Mastery.  She works with elite life-changers who are so buried in marketing they are leaving hundreds of thousands of dollars on the table.  Kristen and her team free coaches up to earn those hundreds of thousands of dollars without breaking a sweat so they can focus on helping others make positive changes.

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February 3, 2010

Authenticity and Marketing Strategies

So you may be wondering what authenticity and marketing have to do with each other. Then again, maybe not. Maybe you already know that if authenticity bleeds through each and every piece of marketing you put out into the world, you create trust and clients are attracted to you. Did you know that authenticity is also important in the marketing strategies you choose for your business?

seagullHere's the way I see it. There are thousands of marketing strategies you could choose for your business. Likely, you've tried many of them. Some work and some don't. Is it because the strategy is faulty? Probably not. Most of the time marketing strategies are created because someone tried it and it worked. However, it may not work for everyone. Have you ever heard the story of how someone had crazy, wild success with a strategy, then you decided to try it? Did it work for you, like it did them? If so, great!! Stick with that marketing strategy. If not, then you may want to consider trying something else.

Each one of us has a marketing strategy combination that's going to work for us. It's just a matter of finding that combination. For me, I'm always trying different marketing strategies. I don't try them for a day or a week, but each year I try about 3 or 4 different strategies and see how they work. I am a creative person and I enjoy trying new things, so playing with new strategies gets my creative juices flowing. I get excited and I can't wait to work on it. I find that when I'm looking forward to the marketing, then I attract more clients.

Here is how you can find your "authentic" marketing strategies:

1)  It helps to know how you work best and what activities you find exciting. You see, if you aren't excited about the marketing you do, then it likely won't get done and won't be effective.  What activities excite you?  Do you like writing?  Do you prefer conversation?  Maybe video is your choice?  What mediums get you excited?  Make a list.

2)  Next play with your marketing. I know, marketing doesn't seem like play most of the time, but try it.  Just pick a medium that you find exciting.  What strategies could be applied?  Start playing with the strategies.  Notice how easy it is to do.  If it's hard, move on.  If you find that you are consistently using that strategy, then keep on using it.

3)  Commit to the play. Once you find a strategy or two you want to keep for a while, commit to playing with it.  Give it 4 months and see how it works for you.  Are you attracting more clients?  Are you keeping up with it?  Is it something you enjoy?  If you answer yes to all three of these, then this is a keeper!

4)  Keep trying new things. As you notice that one strategy wanes in it's effectiveness, look for a new one.  Go back to your list and see what's exciting there and replace the ineffective strategy with a new one.
Consistency in marketing IS important, but if it's not effective, then it's time to move on.  If you are connecting with the medium and strategy that you are using, then you will have no problem attracting clients.

Consistency in marketing IS important, but if it's not effective, then it's time to move on.  If you are connecting with the medium and strategy that you are using, then you will have no problem attracting clients.

Kristen Beireis, Marketing Implementation Expert

Kristen Beireis, Marketing Implementation Expert

Kristen Beireis is the Marketing Implementation Expert for Group Mastery.  She works with elite life-changers who are so buried in marketing they are leaving hundreds of thousands of dollars on the table.  Kristen and her team free coaches up to earn those hundreds of thousands of dollars without breaking a sweat so they can focus on helping others make positive changes.

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January 7, 2010

What Do Talk Shows and Internet Marketing Have In Common?

microphoneI know, many coaches are very much against watching TV, but "I" am very much for learning how to navigate the online world by watching the world of television.  As I was watching The Late Show with David Letterman one night, it occurred to me how his show is similar to the way we market ourselves online.  Did you ever notice how (in a very boiled down way of looking at it) talk shows are really just a marketing vehicle for actors, movie studios, politicians, and television networks?  Watch a few and notice the format.  They start with a little of their own material (which showcases the hosts talents, creating credibility and sharing a bit about who they are), the host sits down with an actor, politician or other person who has something to promote.  They ask questions that help the audience to get to know that person, then finish up with…um…yeah…you guessed it…a promotion for the latest, greatest project that guest is working on.  Usually including a photo, album cover, clip etc…  It's a show of commercials (with commercials thrown in).

Okay, my point is not to ruin talk shows for you.  My point is that people who watch these shows don't see the marketing going on.  It's NOT noticeable. It's most certainly there, but it isn't the focus.  People watch to see some candidness.  To get to know the guest in a different way, outside their movies, TV shows, campaign, tours etc… This way, when they are ready to decide whether they'll go see that guest in action, they already feel they know who that person is and what the "feature" is all about, so it's easy to determine whether or not to go.

So, by now you are wondering what any of this has to do with Internet Marketing.  Here's my take on it.  When it comes to internet marketing, people are getting wise and they see "advertising" in their inbox, on flashing website boxes etc… and they are ignoring it.  It's our job to do it talk show style.  Use internet marketing vehicles that allow your potential clients to get to know who you are first, BEFORE you give them the promo.  Follow the talk show format and find ways to do that.

There are many vehicles on the internet for this kind of format.  Here are a few ideas to help you get started.  Of course, if I miss something, or you want to share your thoughts, please comment on this post.

1)  Podcasting - This is actually a mirror of the television talk show format, only it's on the internet.  Podcasters want content for their shows.  If your service or products support the topic of their show, then a Podcaster would love to interview you.

If you ARE a podcaster, remember the talk show formula.  Ask questions that help your audience get to know your guest, before helping them promote their business.  This will give them a greater return AND keep your audience tuned in.

2)  Social Networking - I can't think of a better way for people to get to know you first, before they buy from you.  You can replicate the talk show style by having someone you know on the network ask you the questions.  Say you are a Life Coach on Twitter and one of your Twitter followers is a Massage Therapist.  The Massage Therapist might ask a question or two about your life (and how you lead by example) one day.  Then follow that up the next day with a question that is specific to your brand of Life Coaching, and answer the question of how you might help their clients.  Then you trade off and YOU ask the questions for a couple days.  Creating conversation like this gets people interested and they learn.  You could even just script the questions to do throughout one day and publicize it.  Let your followers know that if they follow both of you on that specific day, they'll get some great info.

You can also fly solo on this.  Just remember the formula.  Let your social networks get to you know YOU, as well as what you do.  Be yourself and when the opportunity to promote something shows up, take it.  Just remember that it's all about getting to know YOU first.

3)  Internet Radio - There are two main networks for internet radio where people are always looking for guests.  You can go to http://www.blogtalkradio.com or http://www.talkshoe.com, search for subjects that compliment your coaching topics and then see if the radio show owner is looking for interviewees.  Offer something special JUST for their audience and they'll be happy to promote you on their show…always starting with who you are first.

4)  Newsletters and blogs - I put these two in one category, because you can do the same thing on either or both.  Swap newsletter/blog interviews.  Agree to pick a topic with the list owner and then you can interview each other about that topic and share the answers with your list.  Of course, you'll start getting to know each other, then end promoting something special for their readers.

So, learn from the talk shows and take it to the internet.  You will find potential clients respond to this format and are going to be much more willing to trust you and move to purchase faster.

Kristen Beireis, Marketing Implementation Expert

Kristen Beireis, Marketing Implementation Expert

Kristen Beireis is the Marketing Implementation Expert for Group Mastery.  She works with elite life-changers who are so buried in marketing they are leaving hundreds of thousands of dollars on the table.  Kristen and her team free coaches up to earn those hundreds of thousands of dollars without breaking a sweat so they can focus on helping others make positive changes.

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