Hello and welcome to my business basics series of posts about starting a business and my A – Z of what I consider to be the basics that you need to be working on. This is the eighth post in the series so obviously – H
You can catch up with the ones you missed by using the search bar in this blog.
H is for Holistic
You might be wondering how holistic can possibly fit into an alphabet of business basics but I assure you it does and here’s why…
Having an holistic approach to your business will help you to grow it quicker and manage it more easily.
Online marketing is multi-faceted. There are many moving parts that need to integrate smoothly if it’s going to work for you. Having an holistic approach to marketing is what will make the difference, let me explain further…
Your online marketing should be made up many things, for example:
- Social media posts
- Facebook group engagement
- LinkedIn connections
- Email marketing
- Forum participation
- YouTube videos
and the list goes on. I am not suggesting that you need to be doing ALL of these, but you do need to be doing the bare minimum if you are going to be successful.
By bare minimum I mean:
- Social media
- Email marketing
These 3 alone will take up a lot of your time and if you are already doing some, or all of them, you will know what I mean.
But I have good news. I can guarantee that it could and should be much easier and less time consuming if you take an holistic approach to it.
The holistic approach to online marketing
Step 1: Think about who you are targeting with your marketing. What problem are you solving for your customer? Now think about how your solution benefits the customer. Now think about how your solution is different from or better than other similar solutions, in other words, what do you offer that no one else does?
Step 2: Create a lead magnet that can be shared on all your online platforms that will attract your potential customers by tempting them with your solution and the benefits it offers them. You can create this on Mailchimp if you have no other landing page creation tools.
Step 3: Create a free account on Mailchimp. Create an audience and a campaign (there are tutorials within Mailchimp that explain how to do this). Make sure you choose the automated campaign and pre-write about 7 emails. Choose when you want each one to go out by editing the trigger.
Step 4: Promote the link to your lead magnet on social media, your website/blog, LinkedIn profile and appropriate Facebook group threads.
Step 5: This is the really cool bit. When someone sees your lead magnet and wants what you are offering they will submit their email address. Once the email is received into your selected audience the first email that you created will get sent to that person. The next 6 emails will go out to them over a predetermined period of time, the times that you set in the triggers when you created the campaign.
The whole thing is now automated and you don’t have to spend any more time on it other than sharing that link and promoting your lead magnet.
In other words, taking the holistic approach has meant that you have looked at the whole aspect of your online marketing and created something (one thing) that looks after every little bit of it.
This will save you time (as you no longer have to keep thinking of what to promote and when to promote it) and money (this whole marketing strategy is completely free).
How can this work for you?
Let’s say you have a florist shop and your marketing is aimed at driving more footfall to your shop.
First identify what you do differently to other florists in your area. What makes your shop or you unique from the other florists? You might, for example, offer free delivery within a certain range of your shop.
Create a lead magnet that you can post on your website and social media sites. It might be a picture of a bunch of flowers and a van with text overlay saying FREE Delivery Within 5 Miles – Visit us at 123 High Street or call 01234 567899 for more information
Now let’s say you are a life coach who is looking to get more clients into your practice.
Again, think of how your service differs from that of other life coaches. What do you specialise in? What do you do differently from other coaches?
Let’s say you offer some free tips. Put together a lead magnet that says something like Are You Struggling With Anxiety? Get these 5 quick tips that will calm you down instantly. Enter your email address below.
Create a little pdf that has those 5 quick tips on it and upload it to your website.
Create a Mailchimp account like we discussed earlier. Create your audience and an automated campaign.
Once someone enters their email on your lead magnet and submits it, they become a member of your audience. Once they become a member of your audience they get sent an email which is the link to the pdf that you created about the 5 quick tips.
The second email might go out a week later to ask if they had tried the tips and what did they think?
The next 5 emails allow you to follow up with that lead and build a relationship with them over time, maybe the next 5 weeks. During that time offer more hints and tips on how to overcome anxiety.
Make sure that you put a link to your lead magnet on all your social media sites and in a prominent place on your website. You want as many people as possible to see it. You can also promote it in other places such as permitted threads in Facebook groups, on forums or on Pinterest.
Can you see how having one thing to think about and one thing to promote makes it much easier to cope with and much easier to manage?
Okay, I know that was a lot to take in and to be honest I wouldn’t blame you if you just scrolled past the last 5 paragraphs so….
I have created an online guide that helps people to build six-figure businesses in 12 months and part of that guide goes into detail about how get your lead magnet set up so that you increase your leads. You can get your free copy by completing the form below.
Hopefully I have shown you how thinking about your marketing objectives as a whole rather than separate parts will make the whole thing easier to manage and implement.
Go and try it for yourself and see how much more effective your marketing is when you adopt this simple system. Also see how many more leads you generate if you are following my free guide!
I will be back next week with the next letter in my series which is I so make sure you look out for me, or why not subscribe to my blog and I’ll drop you a quick email when I publish something.
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