You’re probably suffering from Imposter Syndrome.
The good news is that almost everyone has felt like this at some point – it’s only natural to doubt ourselves from time to time (unless you have the blind confidence of a certain orange American President of course).
Imposter Syndrome is what we call that feeling of having achieved your accomplishments through luck, rather than ability.
In other words, we doubt our own proven abilities, and attribute them to some outside influence rather than our own capabilities.
Why is this a problem?
Because when we second-guess ourselves, when we lack self-confidence, we tend to pull out of opportunities before we can be ‘exposed’.
So you might not apply for that job you really want, or prepare that tender, or take on that speaking role. Which is crap really – we already hold ourselves back for a billion reasons; too busy, too hard, too expensive, too risky – and the last thing we need is another reason to limit ourselves.
Which is why it’s so important to recognise imposter syndrome for what it is, and move past it.
That’s what we’re going to do this week.
Tomorrow, we’ll talk about how to recognise imposter syndrome in ourselves, and then we’ll go into some easy ways to push past that feeling and get on with your work.
I’m the first to admit I've felt like an imposter before, so this should be fun for me too.
Follow along, and if you'd like to have a chat and build some ideas to help you change the conversation then I'd love to hear from you.
I’m not an expert in your field.
If I need my plumbing fixed, I find a plumber.
I am not an expert plumber, and if I tried to fix my own taps then I’d probably get it wrong. I could even end up with a flood in my kitchen (which may or may not have happened before...)
This theory applies to every kind of professional service I enlist. If I want solar panels, or accounting for my business, then I outsource.
Engaging a professional saves me time, allowing me to focus on my core business, and because they know the tricks of the trade they generally save me money as well.
What does this mean for your business?
If you want to grow your sales, increase your profit and streamline your marketing, then you should speak with a marketing expert.
Don’t get me wrong – I'm a big fan of DIY. I've been known to spend every other Saturday at Bunnings, and when it comes to YouTube how-to's my skill is legendary.
DIY marketing is also great - there are loads of tutorials, videos and courses that'll teach you how to market your business and there's nothing wrong with starting out that way.
But if you’re looking for serious business growth then DIY will only get you so far.
Just as I would never try to renovate my kitchen without a plumber, you should never embark on a new marketing strategy (especially one that requires thousands of dollars of investment) without expert advice.
A good marketing expert will have enough experience to spot the most common marketing mistakes straight away and show you how to avoid them. Let's look at the most common ones now:
1. Too much social (and not enough anything else)
As a brand awareness tool, it’s hard to beat social media. You can connect and engage with your audience every day, but there’s a difference between getting lots of ‘likes’ and making lots of sales.
If you’re spending time and money building up an awesome following on social media, you need to have the website, email systems, and customer support available to back it up.
2. Collecting email addresses but forgetting to send them emails
Your email database is full of engaged leads who have actively requested to hear more about your business.
With clever email marketing you can turn them into customers, but if you don’t send them anything, they’ll forget you exist. So set up automated welcome emails, send them regular offers and let them know about your sales via email.
Unlike your social media ‘followers’, you actually own your email database, plus sending emails is cheap making email marketing one of the best ways to grow your business.
3. Complicated packages, products, and pricing
Customers love it when you keep things simple. So give them 3 (or maybe 4) options to choose from and price them at different levels (cheap, mid-range and expensive) to suit every buyer. If a customer can’t work out what to buy or what they’re getting for their money then they’ll find a competitor who doesn’t make them think as hard.
4. You don’t follow up leads quickly enough
Running a business can leave you with very little time to follow up leads, but if you don’t respond quickly enough your lead could lose interest or go elsewhere. If you’re not following up because each lead takes too long to deal with, then use smart marketing to pre-condition and segment your leads so you can spend less time converting each one.
Automated responses, welcome email series, and downloadable guides can all help you give leads the information they need quickly.
5. Your audience can’t find out how to buy from you
It should be incredibly easy for anyone to purchase from you, so make sure you have a clear, attention-grabbing CTA on every page of your website and links from all your social media accounts to the converting pages of your website.
Put your contact details in as many places as possible and remind customers how easy it is to get in touch and purchase through social posts and emails.
6. Asking for too much information
People don’t like giving out too much personal information for free. So keep your contact forms simple with the absolute minimum number of fields possible and you’ll increase the rate at which people fill them out.
And more people filling in your forms means more new leads for you to follow up. Often all you’ll need is a first name and email address.
7. Not closing the sale
If you’ve done marketing right then your new lead will get in touch for a quote, put something in their cart, or reach out via email.
Occasionally they’ll send you the money right away, but when they don’t you need to move to phase 2 and close the sale. This means following up regularly, addressing their concerns and providing them with timely information to help them make their decision. Don't let a warm lead turn cold because you're too busy to convert them (or you'll spend even more time chasing up new customers to replace them.)
There's nothing wrong with making mistakes in marketing.
Ok, some mistakes are a bit harder to come back from (I'm looking at you BP Oil Spill) but the beauty of social media and marketing today is that most scandals are pretty short-lived.
We've looked at some of the most common marketing mistakes here, and all of them are easily fixable. In no time you should be able to get things back on track, but if you'd like to speak with us about your marketing or would just like some free advice about how to avoid mistakes we'd love to speak with you. Just click the link and we'll be in touch ASAP.
It stands to reason that if you want to make more profit (or any at all), then you need customers. Which means people need to know the following about your business:
Once they know all this, then they should want to become your customer.
The quickest and easiest way to tell people all this information is through advertising. And it comes in many forms, from radio and TV, through to print media like newspapers and magazines, to digital advertising, email marketing and social media.
But advertising isn’t always effective. Humans are generally clever and getting pretty sick of being marketed to, which is making things difficult for marketing experts.
It’s no longer good enough to throw some money at Google Adwords and pay for a TV ad during the footy, because your customers are learning to ‘switch off’ to overt marketing.
This doesn’t mean it never works – but to be successful you need a targeted campaign attached to a comprehensive marketing strategy, and the money to pay for it all.
The alternative: find smarter ways to advertise (or ‘get your message across’) without needing a huge pot of money.
Like these suggestions:
Write great quality content about things your customers are interested in
But don’t write short content. Go long.
Google ranks good quality articles of 2000 words or more far more highly than shorter ones. Sure, long-form content takes longer to put together, but this form of content could bring in hundreds or even thousands of leads for years to come. Especially if you cover the keywords that your customers are searching for.
Answer questions, go into detail, bring out the juicy stuff. Your customers will love it.
Build a story around your business
Tell your customers where you come from, and why you do what you do.
The rationale is simple – people who understand your motivations and connect with your story are more likely to become customers who come back again and again, and talk about you with their friends. They want to know what goes on behind the scenes, because while it make be ho-hum to you it’s intriguing to others.
And as a side bonus, talking about your business can help you rebuild enthusiasm for your own brand.
So post what you’ve been up to on Facebook and Instagram, deliver live videos from outside of conferences and meetings, write blog posts (like this one), and get honest about your mistakes.
Talk with your customers… in public
When your customers message you via Facebook, Instagram, or LinkedIn on your public posts, be sure to answer them on the post and show everyone how good you can be at customer service.
Inject an element of honesty into your brand and use real conversations with real customers to advertise how good you are, without paying a cent.
And it goes both ways – make sure you’re taking part in the conversations going on around your industry. Are you following your colleagues/competitors on social media? Do you comment on their blogs? And do you go to local networking events? Just make sure you keep it friendly, polite and always positive.
Powerful advertising doesn’t need a huge budget – it just takes creativity and a little effort. Remember that if you find something’s not working you can always change things up, and you’ll be able to use the money you’ve saved on advertising to reinvest elsewhere in your business.
If you’re in business, you’ve probably heard the word ‘optimisation’ before.
Search Engine Optimisation (SEO) & Conversion Rate Optimisation (CRO) are two terms that spring to mind straight away.
But what does ‘optimisation’ even mean?
We optimise your strategy because it delivers maximum ROI (Return On Investment)
In other words, optimisation can make you more money.
ROI is a calculation we use to help work out if your marketing is effective. For every dollar you invest, you should be able to make much more back in revenue (good ROI is around 5:1)
Of course, you can spend your money anything you like, from fancy websites to expensive radio or TV ads, but if your marketing strategy isn’t optimised then it’s unlikely you’ll be maximising your ROI. Which is another way of saying you could be wasting money.
So how do you optimise your marketing strategy?
First, identify who your ‘users’ are.
Who is your audience? How old are they, where do they live, what kinds of things are they interested in, and what motivates them to spend their money?
Next, improve your user experience.
You can do this by reaching out to your audience in the places they like to go online (like Facebook or Instagram), and by making sure they can find the information they need to might a decision about your product or service quickly and easily.
Then, make it easy for potential customers (your ‘users’) to become actual customers.
Let them buy online, sign up, or get in touch with strategically placed CTAs and implement automated systems (like email responders) to keep them engaged.
Lastly, you need to constantly review your marketing strategy.
That's how we learn what’s getting results, and what isn’t. Marketing isn’t static, and what worked 6 months ago may no longer get the same sort of ROI as it did, so you need to review, reflect and change things up. Target your spending on things like advertising and you’ll be able to optimise your ROI.
Your business’s spending is critical, and any money that goes out the door should be justified by healthy ROI. If you’re not sure that your marketing message is getting across as well as it should be then call Lucy or Rob today for a quick chat – it’s free and we’d love to hear from you.
Rob – 0414 990 360
Lucy – 0432 860 108
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