Every week as part of my email series I send out the top 3 must have marketing updates that actually impact small businesses, with tips on how to use them.

Here is this week's update:

Have you tiktoked yet? Are you a watcher or a TikTok star? 
The impact of TikTok is growing and the stats show more and more adults are using the platform. 70% of its users are aged 18-34. Therefore if you want an online presence it is important that you have a TikTok profile. 
The more I talk to people I realise there are two types of people- those who video and those who don't.
The good news is you can be on TikTok as a small business without filming crazy dance moves. You can simply share news, and tips and you will still get views.
If you hate making videos, treat Tiktok as another type of website, but with film.
If you love making videos, then go for it. Now is the time to be sharing them on tiktok and building your fan base!
​
https://www.insiderintelligence.com/content/tiktok-set-surpass-facebook-daily-minutes-by-2025-but-ad-spend-hasn-t-followed#

Guerrilla marketing can seem a little outdated and forceful, a bit like those car salesman.
However it isn't. It is a great marketing technique for businesses, regardless of budget.
Guerrilla marketing is a Marketing method designed to shock and surprise by promoting your business differently.
Some great examples I have seen of guerrilla marketing for small business include:

• Using strong visuals in a unique setting, for example advertising food in a workout room
• Creating a quiz at an exhibition with a prize for whoever makes it to your stand
• Placing your products or services in the background of daily life- for example pens or if you have a gift shop creating cardboard Christmas decorations with your logo on

When deciding on guerrilla marketing strategies think how can I surprise my audience? What is the opposite to what people expect me to do?

Evidence has recently shown that influencers with smaller followings are more popular than celebrities. This provides a huge opportunity for small businesses as smaller influencers have a higher engagement rate, and they captivate a niche audience with their content.
​There are many reasons for why smaller influencers are becoming more popular, smaller influencers are:

• relatable
• seen as trustworthy
• more creative

If you are looking at adding a new promotional method to your strategy maybe this is the time to explore influencers.

There are some great tips on influencer marketing here:
​https://sproutsocial.com/insights/influencer-marketing/

Whether you love or loathe her, Barbie can teach us all a little about marketing. In today's blog I want to explore the strategies behind the success of the Barbie movie. Barbie has consistently captured the hearts of millions with her iconic fashion sense and empowering storylines. This years film is no different.

Let's look into how the marketing team behind the Barbie movies has engaged audiences worldwide. After all, let's face it Barbie is on everyone's lips! What can the Barbie movie teach SME's about marketing?

1. Clear and recognisable branding is vital
Pink is everywhere this July. Every girl and woman between 12 and 45 has asked herself what do I own which is Barbie pink? Barbie has a very strong and recognisable brand image- from the bright colours to the cursive font. This shows the importance of having a strong brand which allows customers to immediately identify your business.

2. Paid promotions can spark organic promotions
One of the most interesting aspects of the Barbie marketing strategy is although paid promotional methods have been used, most of the marketing is organic. In all of the campaigns, there has been some paid promotions which has then led onto organic promotions. Every campaign began with a taster of the movie and as a consequence created a buzz online and offline. Can you use paid promotions to start conversations or a buzz?

3. Multi-channel is best. 
Most film marketing strategies use a mixture of promotional methods and Barbie is no different. The Barbie movie has used magazine and newspaper ads, social media, cinema adverts, billboards, affiliate marketing (Barbie crocs anyone?!) and many more methods. The methods chosen are based on the ideal customer profiles, for example cinema visitors see adverts for other films at the cinema. Barbie highlights importance of using a variety of promotional methods for the greatest result. How can you get in front of new customers in their daily lives?

4. Start early
Did you know the first advert for Barbie was released in 2022? A whole year before the film came out. In fact before filming was complete. This led to a buzz and anticipation before the release of the film. Every company can create a buzz before release dates to encourage sales.

5. The customer experience
When I took my son the cinema today, he said
'I feel really excited just to go the cinema, isn't that funny'.
Visiting a cinema is an experience, the seats, the lights, the sounds.
Warner Bros has understood this. They recognise the event is an experience for the customer which is why foyers of cinema's everywhere are set up with Barbie boxes and photo props.  It is why girls and women are sharing their pink outfits on social media. Barbie has ensured customers have an incredible experience which they tell others about (word of mouth marketing). How can you update your experience to make sure it is exciting?

It is incredible how Barbie can teach us so much about marketing our own business, and how we can take inspiration from Barbie promotions to inspire our own marketing strategies and plans. I can help guide your own marketing journey, providing expert insights and tailored strategies to make your project shine. Contact me today for a consultation, and let's promote your business like Barbie!

Sources:

• Barbie Media. (n.d). Retrieved from https://barbiemedia.com/
• Mattel Films. (n.d). Retrieved from https://www.mattelfilms.com/

A few months ago, I was speaking to a marketing manager and I was shocked. I could not believe what she said. When asked how well known the business was in the local area, she said:

'The ones who need us, know about us. We don't promote locally'

This was completely against my instincts. Could they be right?

How did 'the ones who need to know', know? It sounded like a secret club. When I explored further it turns out they didn't advertise locally as they relied on referrals. Now I love word of mouth and referrals but is it the way forward? Can you grow a business like this?

Is this a good strategy? Let's consider the advantages of relying on referrals for the local area.

Word of mouth is powerful
There is no denying it, customers who have been recommended to your business by friends and family are more likely to buy from you.  The stats show if a customer is told about your business by a friend or acquaintance,  they are likely to spend more and they will recommend you to others (stats here ).

Word of mouth is a cheap marketing method
Word of mouth costs you very little. You can focus promoting your business to current customers, instead of spending money promoting to new customers.

Sounds good, but what are the disadvantages:

You have no control over referrals
People may forget you and your service. People may also say negative things about your business.

Your audience will remain small
If you only have a few loyal customers, they will only be able to refer you to their friends and family, which limits your audience. 

Your brand can be damaged
If you have changed your business, and people refer you for what you have done in the past, this will promote the wrong perception of your brand.

Should you just rely on word of mouth?
The answer is no. Word of mouth should be one part of your marketing strategy, not the main method.

Instead define your target market and promote to them, whether they are near or far. As a marketer or business owner you need to tell everyone who is your potential client about your business, not just rely on others to do the work for you. 

Am I wasting money if someone who isn't my ideal client sees my business?
No, as long as you are mostly promoting to your main client base.
​For example you own a baby goods shop. Your newspaper advert is seen by  everyone in the local area, who are mainly parents. But five 80 year old men see the advert too. Is this a waste?
​No because one of those men is a grandad, who will tell his children about your shop.

Word of mouth has organically started, however you have taken action. 

The wider you cast your net, the more results you will see. It is that simple.

So, what was my answer to the marketing manager?
A good strategy relies on multiple promotional methods including word of mouth and methods which you can control.  Narrow your audience and tell them how you do things better. Niche, but do not rely on others to spread the word.

I would love to know what you think? Do you rely solely on word of mouth or other methods?

If you would like to establish the best promotional methods for your business check out the Impact Plan or my DIY courses. 


Sign up here for my latest webinar, helping you troubleshoot your marketing and find the steps for success.

Hand's up- who has worked out their ideal client?
If you have, when did you last work it out? I'm guessing it was a while ago.

So many of us start with good intentions- we work out our ideal client and use it for a while. Then we get swept up into the day to day aspects of business and it lie's in a drawer.
Well now is the time to open that drawer again.

Why?
Because life is changing at a rapid pace. And whenever there is a change you need to go back and revisit and create a client profile. We need to constantly understand our clients needs, because if we don't meet our clients needs, we won't have a business.

After all, marketing is about identifying, anticipating, and satisfying our clients needs, so it's so important to know who they are.

Your client is so important, and that's why this is one of the key ingredients within my marketing recipe.

What do you need to know about your ideal client?
In simple terms- everything. From who they live with, to their job and their aspirations. You even need to know where they go in their daily life, and who they meet. 
Treat them as though they are a main character in a novel. 
The more you know about them the easier you will find running your business. 
You can create your ideal client based on a past client, your dream client, or even you at an earlier stage in life. It doesn't matter if they exist, it matters that you imagine them and understand them.

How do you work out your ideal client?
You can ask your audience; your clients( the ones that you've loved to work with), and you can conduct research online. It's really quite easy to do, but do your research.
If you need a template to help you understand your ideal client,  you can get my Ideal Client Workbook here for £4.99

​How can we use our ideal client?
Well, knowing your ideal client helps with so much in your business. It helps with:

• choosing what to sell,
• when to sell different products and services
• how much to charge
• where to sell different products and services
• and where to promote your products and services.

Your ideal client can even help you create a message that brings customers to you.

Your ideal client can also help you develop relationships with customers and encouraging repeat sales and recommendations. 

Why do we need to recap our ideal client?
Life is moving at such a crazy pace that changes are happening on a daily basis. People change, and as businesses, we need to be responsive to that change.
And if we can, we even need to anticipate the changes to understand what's going to happen and what our clients are going to feel and need before they actually do. 
Creating an ideal client profile can help with this.

Now we are entering a time of inflation, and with the cost of living going up daily, it is so important to go back to your ideal client, and discover what their life is like right now!

Tell me, how often do you work out your ideal client? 
Is it something you enjoy?

I remember putting it off for so long. However as soon as I had worked out my ideal client, everything was so much easier. And twelve months later my ideal client walked through the door- it was wonderful!

​So spend some time today working out your ideal client.

If you would like some assistance with your promotions over the coming months, and help to identify where to promote and the message to share please don't forget to join me at the Perfect Promotions Masterclass on 15th September 2022! Learn more here.

In the meantime take care!
Carrie x

and for that reason, I have actually stopped doing most challenges I see. However 21 days ago a challenge popped up on my facebook feed, and I thought I'll give it ago.  My aim for the month has been to increase brand awareness so as a true marketer I thought I would give it a try.

For 21 days (actually 23 due to a few missed days) I have posted on facebook and instagram, sometimes sharing the content to Linkedin and Tiktok.

So let's look at the stats:
On Instagram:
New followers- 21
Accounts reached- 1719 (down 68.9%)
Accounts engaged- 72 (down 42%)

So statistically the reach was down on Instagram

On facebook my reach was up by 189.1% on my page. This is interesting as I have been mainly posting on my personal page.

In terms of tangible results what have I seen:

1. I have a lot more interaction on my posts, however I'm not sure whether this is just because I am posting more and showing a side of me that I don't normally share 
2. It has encouraged me to show a more human side to the brand which is always beneficial
3. It has given me new ideas for post topics
4. It has actually made me reassess what is working, and I am now debating closing my facebook group and focus on more regular posts on facebook, Instagram and Linkedin.
5. I have had some more client enquiries- however I am not sure if this is a direct result of the actions

Was it worthwhile?
Overall I feel the challenge was worthwhile and it has given me inspirations for future posts. It is always worth staying visible and it's encouraged me to post more consistently.

Is there anything better?
That's a hard question. I have also been exploring Linkedin and Tiktok in more depth which has helped raise awareness of my business, and there are definitely more views on Tiktok than facebook. 

Will I carry on?
Yes I will carry on being more visible, whether this is daily or three times a week. It has also encouraged me to share more about my personal life, and encouraged me to present 'work' posts in a different light.

The thing is being visible is important, however it still remains that my biggest source of work is through recommendations and connecting with people, instead of just showcasing on various social media methods. My focus will be on building those interactions with some visibility.

Has it happened to you?
As a marketing pro I know that you need to have your content set up at least one week in advance (well a month in advance in an ideal world). At first this may seem like a huge exercise that takes ages. But actually it doesn't have to - more on this later.

This week has shown me exactly why pre planning content is a non negotiable.

Is it really?

Well the week started as normal, a little hectic but it always is.

Then on Tuesday my husband started coughing so he took a Covid test- negative.
The following morning my phone didn't stop- texts from nurseries, places of work and the Covid app. I followed my instincts and we all tested.

We all came back positive. 

Suddenly a normal working week turned into a circus, everything that wasn't essential went out of the window (my washing basket is the size of Mount Etna!). Our week revolved around childcare; entertainment - Covid doesn't reduce any of a 4 year old boys energy; and the must do jobs.

Luckily my content was planned so that was one thing I didn't have to worry about.

It also meant I was showing up even whilst wrestling a baby, 4 year old and husband.

As my content was keeping me visible I have still been receiving sales & enquiries.

But it's complicated...
Listen I know the thought of planning content is overwhelming. But it is easy to do.
To plan your content ask yourself:
What do my clients ask me?
What are the benefits of my best sellers?
Why should they choose me?

Straight away you have three themes. Now break these into different topics, and

• Write a blog on each topic (or 2 if you can manage it)
• Lift phrases, tips and suggestions for your posts.

Using this system you can actually create 3 months worth of content in 1 hour.

And this way you can have holidays, have unexpected days of and be ill without compromising on your visibility.

After all we want to run our own business to have complete freedom to do the things we love.

So I hope I have shown you why you need to content plan and how easy it can be.

I am now going to crawl back under a blanket and try to chill in the circus!

Take care
Carrie xx


P.S. Don't forget my 30 Minute Marketing Toolkit takes concepts like creating content and breaks them down into smaller manageable 30 minute tasks. You can purchase this here.
​

Last week I discovered an amazing coaching course regarding mindset.

For a while I know my thoughts have been taking control of me and my actions- like a runaway train, often with near catastrophic results.
A result of grief, or a result of my role changing as a Mum or maybe it was just Covid. 

I knew I was having more bad days than good as I have suffered in the past with mindset. I needed to do something. I watched a free webinar and it changed my outlook and ideas. It focused on hypnotherapy. It was really wonderful.

The webinar was a taster of a course. A course that cost more than I have ever spent on me or a training that wasn't qualification based. (Money blocks right here!)
I was tempted, for days I came very close to signing up for it. 

However some very wise business owners made me realise it wasn't the right time and I couldn't devote 5 hours a week.

Now instead of feeling deflated I decided to try and make some changes myself. I asked for recommendations and shortlisted myself to 5 books to start reading. Exploring mindset, big leaps and money thoughts. Here was my shortlist:

Luckily some where available to read now, so I started with 'Just F*cking Do It' by Noor Hibert. I chose this first as she is a psychologist

The course I had intended to complete was also led by a psychologist. It made sense, although I wasn't too keen on the title.

That night I started reading. Within 2 pages it was clear this was not what I expected- it was psychology and manifestation.

I have tried manifestation in the past briefly, but I couldn't seem to figure it out. Have you tried it?

After discovering the premise of the book I asked myself do I ditch this and move onto something else, or give it ago? I had nothing to loose.

Task 1- ask for a gift and it will come within 24 hours.
I sceptically thought I will try this and if it doesn't work I haven't lost anything.

Saturday came
Hour 12- I went to work. Within 30 minutes I had a sale of my new workbook. Was this the Universe's gift? Probably not after all you don't create something for a gift.

Hour 13- I waited all day and looked out for something. I knew it wouldn't be much but I looked out.


Doubt crept in... no gift.


Hour 23- I headed home, we ordered our Saturday night takeaway. And I had accepted at this point there would be no gift. Oh well I thought.

Then the takeaway arrived. The first thing they gave us was a bottle of branded Cola. My first thought was hang on this isn't ours. 

I queried and the delivery driver said 'you get a free gift.'

Scepticism jumped it- they are giving it to everyone, it's normal, it's a fluke.

But then I asked myself am I right? We have ordered before and got some fortune cookies and prawn crackers, but never in 30 years have I had a complete bottle of branded Cola. Have you ever received a free bottle?

This was the gift. 

It may be down to how you see things, but I knew that was the gift and the proof.

So now it's onto the next chapter ( experience to follow....)

Have you used manifestation? How has it impacted you?

​Carrie xx

Last week we began to explore best practices for taking action & promoting your business on social media. 
Part of that was starting to consider that we need to do a mixture of posts. Not all sales based & not all tips.

This week I wanted to take you through the types of posts you should be sharing on social media & how to choose the best mix for you.

(The brilliant thing about the list I will be sharing with you, is that you can use it everywhere from facebook to twitter).

Post Categories
1. Content
2. Sales
3. Inspirational
4. Behind the scenes
5. Involvement posts

Within each of the above categories, there are a number of types of posts. After all every single one of our businesses is different. Let's look at each category now and some examples:

1. Content Posts
For this type of post you demonstrate your skills, knowledge & give value to your audience. You can share things such as:

• Tips
• Blogs
• Awards
• Content you have created elsewhere

Some examples of these posts can be found below:

2. Sales Posts
For this type of post you will share things that are related to any products, services or offers. Some types of sales posts are:

• Results- Sharing the results that your customers have had
• Questions- Asking if your audience want a solution you are offering
• Stories- Sharing before and after stories from you or your client
• Proof- Showing results you have created for others, or proof that you know what you are doing.

The trick with sales posts is to make sure that you always include a link or call to action to make sure your audience can take action.

3. Inspirational Posts
For this type of post you are trying to inspire your audience. Examples of inspirational posts are:

• Affirmations
• Inspirational Quotes
• Inspirational Stories
• Inspirational Images​

​
Inspirational posts can be from third parties.

4. Behind the Scenes Posts
For this category of posts the key is to show what makes you and your business from your competitors. You may offer exactly the same products or service as your competitor but you are the reason people will choose you over someone else.

Nowadays your audience wants to see the human side of business as this is what they relate too. And remember people buy from people they like. Share things to give them a reason to like or love you. 
​
Examples of behind the scene posts include:

• Your beliefs
• Your motivations
• Your values
• What experiences you have
• How you are feeling

Behind the scenes posts can make everyone feel awkward, especially if you are an introvert or private person like me.
​Remember you are in control.
If you don't want to show your kids, or have private things that you don't want to share- simply don't. 
Go with your instincts and share what you are comfortable with.

Here are some of my behind the scenes posts:

5. Involvement Posts
For this category of posts you will be sharing things that interest your audience and encourage them to interact. Remember social media is social. Examples of involvement posts include:

• Asking questions
• Polls
• Posts from other people that will encourage discussion
• Emotive statements to instigate a reaction
• ​Funny posts

What should I choose?
Now you understand the types of social posts that you can put out there, you now have to choose the best mix of posts for you.

There is no magic formula.

Every single one of our businesses are different. Each of us will find some posts better than others.
To begin with choose one type of post from each of the below categories & then choose an additional one or two types of posts. 

​
You can select the ones that jump out at you, or see what works well for your competitors.

For 1 month use this combination of posts & test them. See what works well, what you feel comfortable using and what doesn't work so well. Replace or swap the posts you need too.
Once you have 5/6 types of posts that work well, you can always add more in and experiment with other types.

I have known businesses who have just focused on sharing inspirational quotes and succeeded. 

(And remember to make sure that you share 1 selling related post in every 4 posts you publish)

I hope this has helped you understand a little more about creating a winning combination of posts for your social media profiles. 
I would love to know what works well for you?

Remember using the right combination will help you promote your business. But to make marketing really work for you, you must have the complete marketing magic not just promotion. More on this next week.

Carrie x