023 - Key To Business Success: Evaluate Your Marketing Strategies

Taking time to evaluate what's working and what's not is essential to every business owner. In this episode, no-nonsense business strategist Michelle DeNio joined me to share some recommendations and advice. 

Topics Included:

🔹How to analyze the effectiveness of your content marketing strategy

🔹What to do if your offer isn’t converting: Hint: it might not need an overhaul.

🔹Being "authentic" on social media, and considering what stories to share 

🔹Choosing the right social media platform for your business marketing 

🔹Why it’s important to spend some time in reflection every month.  

(Clips of this interview with Michelle DeNio were pulled from my content vault)

Download 25 Content Creation Ideas To Kickstart Your Social Media Posts  (Click Link Below)

🔷 Thank you for listening. I hope you found this episode insightful, educational, and inspiring. If you did, don't forget to hit that Follow to keep learning and growing with us.

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⏬ Download 25 Content Ideas To Kickstart Your Social Media Posts (For People Who Don't Know What To Say (It's Free) Click here to Download

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For additional insights, follow Annette Richmond and Black Dog Marketing Strategies on social media.

LinkedIn: https://www.linkedin.com/in/annetterichmond/
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Transcript

Speaker 1: 0:45

Hi, I'm Annette Richmond. Welcome to Content Marketing School, where we will dive into content marketing strategies specifically for coaches, consultants and entrepreneurs. Discover how effective content marketing can elevate your brand and grow your business. And if you enjoy the show, don't forget to hit that follow button. Hi, I'm Annette Richmond. Welcome to Content Marketing School.

Speaker 1: 1:14

One thing that's essential for every business owner is to take time to evaluate what's working and what's not. That's certainly true when it comes to our content marketing efforts. That's why I'm sharing some clips in this episode with an interview I did with Michelle DeNeo, a no-nonsense business coach of Michelle DeNeo Consulting that I pulled from my content vault. You know, let's start with the mistakes that business owners are making. Now, if you can give me maybe three that you think that you see with the clients that you work with, they come to you and they're having you know whatever issues they are the mistakes that they're making. Like I know, for me, one of my mistakes is trying to be everywhere, but what are some of the things that you see that are kind of hampering people? Business owners, service providers, et cetera.

Speaker 2: 2:11

Yeah, one of the biggest mistakes I see is that everybody is is in this forward motion, but they're never actually taking the time to evaluate what's actually happening and what's working and what's not working. Right, we're just constantly moving forward, trying new things, trying new things, trying new things, and we're in this constant state of creation because creation is fun. Creation keeps us excited. We always have new ideas and we think anytime we think business is slow, we think, okay, I need to create something new, right. But the reality is is, if you didn't sell your last offer, a new offer isn't necessarily going to sell either. Right? Like, just because one offer isn't selling doesn't mean you need a whole new offer. It means you need to really look at why isn't it selling?

Speaker 2: 2:51

Now, I'm not saying, you know, I do see this. I had a client, one client who she had an offer that really just wasn't converting. Myself, too, I have one offer that's not really converting. Well. And so I had to think about that, like, how am I going to keep if? If it's not converting, why am I continuing to put time into this? What is it about this that's not converting? And so if you don't take the time to really look at that and really understand why it's not converting.

Speaker 2: 3:17

Sometimes it's simply just a positioning issue, right, like, you might just need to change the way you're talking about it. Maybe your clientele or your audience just doesn't really understand it, maybe you don't, they don't even know it exists, right To an extent. So I think being in creation mode, in this constant state of trying to create something new all the time, is a massive mistake, because there's a lot of data that's going to tell you whether or not that's necessary. The other one, yes, definitely, trying to be all the places and doing all of the things, and I think we're all guilty of this because we have that FOMO, right, that fear of missing out. Like, oh my gosh, everybody. This person said they're getting all this business from LinkedIn, but I prefer to be on Instagram. But then you know myself too I, you know I was on LinkedIn and I'm in this other group now that I joined this group coaching kind of networking group thing and they do everything on Instagram. So I'm like man, am I missing the boat? Like, do I need?

Speaker 1: 4:13

to get back on Instagram.

Speaker 2: 4:14

So now I'm kind of back on Instagram, like where am I going with this and what do I want to do? And so it's really, you know, same with TikTok. I go all in with TikTok and then I I burn out and then I run out of content. So it's just trying to figure out. But I think, too, it's number one is like where can you stay the most consistent with what you're showing up doing, right, like, because there is an audience on every single platform and I don't care if TikTok's got, you know, a hundred million and Facebook's got 2.1 billion or whatever it is you're not going to do business with a hundred million people.

Speaker 2: 4:47

So if your clientele is sitting on TikTok, just go all in on TikTok. There's clients, there's enough clients there to make you that much money and really get good at it and then add on something new. So that's the other one. And I think really, too, the biggest trend I'm seeing right now is everybody's not having fun. Nobody is having fun. They're trying so hard to play by all the rules of every guru and this and that.

Speaker 2: 5:12

And I had this client with. You know this conversation with a client yesterday and I said what happened? Where's the fun? Where are where's you? You're, there's nothing new in any of your content.

Speaker 2: 5:24

I kind of fell privy, like I just kind of felt guilty to this too. And actually, um, earlier this year I had to. I let my operations team go, and I did that because I felt like I needed to reconnect back to my business. I felt like I was outsourcing so much of it that it was so disconnected I really didn't even know what was being put out there, what was, and it wasn't fun anymore. We were just going through the motions, doing the things, creating the content and this hamster wheel, and it was not fun. It was not fun anymore.

Speaker 2: 5:57

And so bringing back and just kind of understanding that there's best practices, but there are no rules in business and I think there are things that you can do, that we can, that are proven to work, but there's a guru out there that can prove everything works, right, like you can find somebody that can prove that it works. So find what is going to make you enjoy it, because when you're having fun, you said to me backstage, michelle, there's a different level of confidence in you. Right now. It's just you're showing up differently, right, yeah, because I'm just being me, this is who I am, and I kind of decided to throw the rules out the window.

Speaker 1: 6:37

You just made me think of so many things that you're talking and one of the things since we're talking about like kind of being us and being ourselves, um, there are a lot of you know, various LinkedIn or whatever gurus who are constantly preaching to people that you must be vulnerable. You must be vulnerable, you must share everything. And you know, I learned something on Clubhouse the idea that we have content that is kind of professional and personal and private and private, being like if I was having a divorce, if I was talking about that on LinkedIn, and I know people who talk about, you know things like that pictures they're in the hospital and everything, and nothing wrong with that. But what concerns me is sometimes people coaching their clients to be more like that and doing things that they're not comfortable with. So what's your taking advice on that? Because you've been kind of talking around that kind of thing.

Speaker 2: 7:38

Yeah, I think it really is very personal and I think it really depends on a is your. Is it something your audience needs? I think if your audience is going to create a deeper connection with you because they your ideal client is also in a similar situation like that, or they can relate to that, they can resonate with that, then I think there is a side of sharing some levels of vulnerability and being and sharing those private moments. But I also don't think you have to right like we get to show and connect with people however we want. I mean, for gosh in three years well, two and a half two years, a good, solid two years I was a nanny full time alongside my business and nobody knew about it, like I never shared about it very rarely, you know, and I remember the day I shared about they were like oh my God, I had no idea. I'm like exactly because I really didn't want you to know, because it didn't matter, right. But now I talk about it because I think it's an important aspect to the growth of my business that I did have another job on the side while I was growing my business and that it's okay to do these things Right. I didn't share it, because all the guru said that made me look unsuccessful. I now know that, no, that made me exactly why. That was exactly why it was successful, right, because I had that.

Speaker 2: 8:59

So I think, again, if there's things that you can share, I had this conversation with a client yesterday too. She's kind of going through some stuff and I said it's completely up to you, but your audience would likely resonate with it, because your ideal client is also going through these things, right, and you here are. Here are the ways you're coping with them, here is how you're getting through it, and so if you feel comfortable sharing a little bit about it, I would, but if you don't, you don't have to either. Right, there are other things you can share that your audience is going to connect with you on, and they do not mean to know all of your vulnerabilities.

Speaker 2: 9:36

And the other thing too, I think, with the whole vulnerability thing is like not everybody has a rags to riches story, and when people are preaching this vulnerability, like what if we didn't grow up in a vehicle? And you know, and I'm not saying like, I'm really not trying to be negative about it, but like I had a good childhood, I had a great job. We moved to Florida Right, like I don't have a rags to riches business story. I have my story and I have my hardships and I have the things that I went through that got me where I am today. But I think sometimes that's why people get really stuck in. That is like what do I have to share? Do I have to share some deep like? Not everybody wants to do that and not everybody has it, and that's okay too.

Speaker 1: 10:23

No, I love that. And one thing that I always remember and I mentioned to people when I'm talking about this is that even someone who is sharing supposedly the deepest, darkest pain or secrets or whatever, they're still only sharing what they want you to know. So it's not like they're you know if they don't want to do it, but they're sharing it anyway. So what are some things that people should be doing?

Speaker 2: 10:47

I think one of the things that everybody really should be doing is really taking the time every month to do some level of reflection. It doesn't have to be a long. I have, you know, I've got questions. I'm happy to share them, questions that just really help you to see what is really working and what is not working. You know, for example, like where's the last? How many leads do you have in your pipeline? Where did they come from? How are they finding you?

Speaker 2: 11:13

Because what I find too a lot of times is people are spending time on things and it's not at all how people are finding them. I had a client who was spending all of her time on Instagram. All of her leads were coming from Facebook. Okay, well, if everything's coming from Facebook and you're putting all your time and effort in Instagram, why not just shift some of your energy? Let's figure out how we can double down a little bit on this, because that's where you're, that's where people are finding it right, or podcasts and whatever it looks like.

Speaker 2: 11:40

So definitely take some time to do some reflection and really look at and see what's going on with your business and understanding your numbers and I know data and numbers, and again, it's the boring stuff and people don't love it, but it's really truly. It's so powerful when you can see like, oh my gosh, this affiliate is bringing in 80% of my revenue. What can I do for them? Can I give them an extra bonus to bring in even more right? And then next thing you know you've hit your revenue goals in half the year because of that Like so there is a lot of fun in it.

Speaker 2: 12:13

It's just taking the time to do it, and I think a lot of people don't, because they're busy. They never take the time to set up a CEO day and you are your best client, you are your most important client and you need to be spending time with yourself and your business if you want it to continue to grow. That's number one. Number two I don't think you could ever really stop or build enough relationships. I'm I know there's a lot of people that really believe in attraction marketing and content marketing and all of that.

Speaker 2: 12:43

It all still falls on relationships having conversations, getting to know people and stop relying so heavily on your content to do all the work for you. Get out from behind your keyboard and have a quick conversation with people. You never know where it's going to turn. You can't build and maintain relationships. I had somebody show up yesterday to the Hender Coffee Chats Club that I spoke with at least three years ago. I haven't really talked to her since, but she stayed in my world. We've, you know, we've commented on each other's content, those relationships. You just never know when somebody's business is going to change or when their situation is going to change. You want to be top of mind, stay top of mind.

Speaker 1: 13:24

What is one thing One who is listening now on the replay on the podcast can do for 2024? That could push businesses forward.

Speaker 2: 13:36

Without a doubt, reflection. Take the time to reflect and evaluate on what worked, what didn't work, what you loved and what you didn't love in 2023. And be brutally honest with yourself. You have you're only talking to yourself, so why lie right? If you had an offer that did not convert, be honest about it. It didn't convert. Why Did you not promote it enough? Did you not share it enough? Is it not what your audience is looking for, you know? Be very, very honest, because that is what's going to actually give you the data to be able to create a strategic plan for 2024.

Speaker 2: 14:14

The last thing you wanna do is move straight into 2024, doing everything that you've done, just to walk in and feel the same levels of frustration. We all have levels of frustration in our business. Take the time to find out why they're happening and change it with yourself. You have you're only talking to yourself, so why lie right? If you had an offer that did not convert, be honest about it. It didn't convert. Why Did you not promote it enough? Did you not share it enough? Is it not what your audience is looking for, you know? Be very, very honest, because that is what's going to actually give you the data to be able to create a strategic plan for 2024.

Speaker 2: 14:55

The last thing you wanna do is move straight into 2024, doing everything that you've done, just to walk in and feel the same levels of frustration. We all have levels of frustration in our business. Take the time to find out why they're happening and change it. Don't be afraid to change. I think people are afraid of the word change. I really have had to reframe it. It's evolution. Every year, your business should be evolving. So instead of being afraid of change, embrace it and understand that evolution is key and it's the key to growth.

Speaker 1: 15:29

One thing I just, if you, can quickly share how do we know when it's time to kind of let go and move on? Because I know that's a problem for me and I'm sure it's a problem for others, and we were talking about something along those lines before we went live.

Speaker 2: 15:44

Yeah, I think it's. You know, depending on if it's an offer or something, it's usually like a six, at least 90 days 90 to 120 days of really actively promoting it and really truly looking at it. But you can't make change and you can't decide to move on until you have truly the data to support that says this is not working. Do not make assumptions, right, Like don't make the assumption. Like oh, I put this out there, nobody saw it. I had one offer that was not converting and I finally asked a bunch of people because I had a lot of people come as a guest to the coffee club and I finally asked them, like what is wrong?

Speaker 2: 16:22

Like everybody says they love this, I cannot figure out what is happening. Why is this not working? It was just timing. There's so many others that are happening at that same time, so I can then choose to change it. Stick with it. You know what I mean. Like that is accurate data. So I think, really, until you make the change, but you've got to actually take the time to figure out what is it exactly that's not working.

Speaker 1: 16:47

Wow, that was great. Each time I hear that conversation, I pick up something new. Thanks again for joining me for this episode of Content Marketing School. If this episode resonated with you, share it with a friend or two. I bet they'll thank you and I'll see you soon. ["tune In To the Content Marketing Show"]. Thanks for tuning into the Content Marketing Show with me, annette Richmond. If today's insights have inspired and resonated with you, please share this episode and, if you haven't already, hit the follow button to keep learning and growing with us. ["tune In To the Content Marketing Show"].