Marketing Archives — meghanlamle.com

Marketing

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New Feature: Voyage Denver

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Customer first marketing — the biggest shift away from huge ad budgets, loud marketing, and the endless search for going viral.

The customer exists in a segment of one, their world is carefully curated to through their choices and products. This is seen through the made to them order vitamins, their cars know how the like things down to the smallest details. Most of their life is created by them, how they like it. Personalization is no longer an additional sale, it’s necessary.

Specifically, This customer of one defies standard marketing, which means marketing is still changing.

Marketing is rooted in reaching the masses aka grow viral, which creates more + wider selection of consumers to buy your product, services or ideas. This idea rest heavily on your wider selection already knowing you, trusting you and ready to buy from you. Which is why every other business owner is using the same method to cut through the noise (thus making more noise).

Marketing that reaches the mass of people

Variety ways this content is used and seen across multiple mediums:

  1. Trending audios in short video clips used on instagram or Tik Tok. This adoption of audios creates a feed of sameness, which bores the consumer.
  2. The push to be everywhere (also see: Ominprescence) without the realization that the message is getting watered down because the consumer is seeing the same content on multiple places.
  3. The idea that you must make more, have the consumer consume more and just keep pushing on.

All of this is good, expect a basic human principle comes into play. Humans are either curious or annoyed through new information. Curiosity will lead to exploration, while annoyance will be tuned out.

If it is not relevant or provide value to the consumer, the chances of getting them to buy is harder.

The goal in all marketing is to reach the right consumers with the right messaging.

With the rise of screen time, and the average person spending more than 5 hours on their phone daily. Personalization must be front of mind with the creation of marketing content and ads. When it comes to ad creation, the idea is to be creating more highly segmented ads to feel more personalize than traditional methods.

Say Goodbye to targeting the 5 big names in your space, and sending an ad to their people. Data and human principles are changing inside marketing.

Biggest Change coming in 2022

In 2022, the three biggest changes that I see coming are

  1. Permission to collect + use the data as they are scrolling the web. Allowing the site to collect the virutal cookies to know what the consumer is doing and how often they are is a violation of their privacy in their own terms. Retargeting is a powerful tool through cookies, however the basic consumer doesn’t understand how it’s collecting the information and what information it is collecting. You are already seeing it with the talk about being followed, phones listening, etc.


    What needs to change: Asking the customer when they want to be followed and how they want to be followed.

    Reframing this idea would come with the idea of customer loyalty through purchase instead of just blanket listening. This could be seen by sites asking for permission before collecting cookies, continued explanation on the social sites displaying the ads + sites collecting cookies on what and how they are used, and just letting the customer chose.

    Ad free experiences allow the customer to feel seen and heard, which leads the creativity to more organic ways of research customer than just pay to play with these huge ad budgets.
  1. Curation to the highest degree that empowers the customer. Allowing the consumer to customize their ad experience and even content experience.

    How powerful would it feel to be able to truly curate their instagram feed beyond just who they are following.

    Transferring this into the ad space, the customer could request what they want to be shown ads based on their interest

    Example: If you are trying to grow your family, you may not have all the information on what baby brands are the best. Can you imagine just being able to go into your settings and say “show me educational information on baby brands + allow me to see more ads on baby brands”


  1. The continued power of market research + utilizing customers as the real product developers. In Why She Buys by Bridget Brennan, Swiffer allows the customer to build the next evolutions of their products. Swiffers were designed to clean the floors of the customers houses. When they visited the customers, what they found was this system could be used in other ways than just the floor. This idea lead to more of their dusting products.

    Your customers are using your product daily. These group of loyalized people are your best testers and product developers. Creating the opportunity for feedback is so key with your growing customer base. The customer is an expert, allow them to do the research


    As a brands you must lean into encouraging your customers to fill out the surveys and leaving honest reviews.

The Future of Marketing

Marketing is always changing, however one rule still stands. You can never go wrong when you are constantly putting the needs of the customer first and asking their opinion.

Tell me in the comments below — what are some trends you see coming into marketing?

Marketing, customer first

2022 Marketing Resolution

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Are you discounting market research and what it does inside of your business?

There is a common idea floating around the online business space that goes like this: 

“I’ve grown so much in my business, I don’t need to do market research anymore.” Or, “I can’t talk to my ideal client directly because they’re going to ask me questions and it’s going to blur a boundary.”

The first thing, let’s address boundaries and being a coach. The thing is, you can decide what types of boundaries you want to have and how you enforce them. They have to be firm to a certain extent because if your clients are asking for help with the same things someone is sliding in your DMs for, it creates this weird energy exchange since your clients pay you for those in-depth answers and guidance. 

Now, when you’re doing market research, it doesn’t have to be as formal as you think. Really, it can be done in a formal OR informal capacity. I talk to my ideal clients daily and keep track of what questions they ask and what they’re telling me. Why? Because they’re the ones telling me what programs they want or need. 

And it doesn’t always have to come out in a paid offer. A lot of times, I take what they’re telling me and create SM posts and content out of it, if it makes sense to teach on it that way. 

This is why I try to view all of the people I talk to as future clients. We can’t discount the value in engaging with those people, watching their stories, and having conversations because this is where the market research is found. 

Real life example: Last year, I created a launch program simply because all the other well-known business coaches were offering this type of program, too. But this is exactly where I went wrong. I never checked in with my audience about whether that’s what they wanted or not. I didn’t sell a single program and begged people to sign up. 

Irresistible offers come from what the audience wants, not offers you create because you think people want them, or you think it will make you the most money.

How to ask for market research 

This can be tough, because you want to ask them questions, but you don’t want to pigeon hole them into the answers you want to hear. 

You want to preface the market research by emphasizing that these questions are about what they really want or need. Then, reply to what they’re telling you and ask follow up questions that address pain points. Take screenshots of the answers you get on polls so you can refer back for them. 

Another thing I like doing is have a fill in the blank. For example, before I launched Scale to $5k, I posted one of these on my IG stories that said, “Sales are hard because _________.”

This gave my audience the opportunity to share their current struggles, and it gives you the opportunity to enter these into an Excel spreadsheet to track and refer back to when you’re building out programs. 

No copying and pasting cold pitches into DMs and Facebook groups. Ask them questions around THEIR business and THEIR pain points. 

FACEBOOK:

I have built my market research around the questions I ask before people can join my facebook group. If they don’t answer the question, they aren’t let into the group unless I personally know them. I tell them to describe their current sales struggle so I can address them in my content using the exact language they use. 

And again, I collect the answers to these questions and use them to come up with programs and offers that can solve their problems. 

CALL OR SURVEY:

Another way to collect market research is scheduling actual market research calls, offering free audits, creating forms with questions for people to fill out, and getting active inside of Facebook groups as well. 

Typically, if you ask someone to answer market research questions, people might say no because it means time out of their calendar. But if you ask the questions outright (framing them with those pain points), you can give them the option to answer quickly with a voice memo and it feels like less work. 

Directly reach out to people and say, “Hey, I know we’ve talked about XYZ, and I’d love to get on a call and talk about this more in-depth!” Or, put the link in your bio to the survey and promote it on stories!

Types of Questions to Ask

You want to make sure these aren’t just yes or no questions – they should be open-ended:

“Describe a time when____”

“Describe a struggle you’re having.”

“Describe how __________ looks in your life.”

“What are your goals around your business?”

Think “What, How, Have you, Tell me about” question starters.

Overall, we need to have a pulse on our audience. What are they desiring? Where do they want to take their business? Without this, you will continue to launch programs that won’t sell, to be honest with you. You’re not taking what they’re saying and infusing it inside our programs.

How to Do Market Research

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A lot of times, we are taught that finding our ideal client in school or marketing that it’s demographic-based. But in the online space, this isn’t always the case.

We put ourselves in boxes by making our ideal client base too small. Most coaches target other female entrepreneurs, whether small, medium, or large in impact and income. 

Why You Need to Niche Down

I hear this in my DMs all the time: I don’t want to niche down; otherwise, I’m going to limit myself.

Imagine you’re standing in a room of 100 people and somebody else has one too. You’re trying to shout to everyone all at once: “I’ll help any of you and you and you.” It would be tough to get people to tune in and listen, right?

Imagine if it were only five people who all had blinders on, and they were solely focused on what you had to offer because it spoke precisely to their needs. This is why you need to niche down to a smaller group of people.

As we like to say in the entrepreneurial space, “the riches are in the niches.”

I was like you at one point, trying to speak to a wider audience because that’s what many successful business coaches were doing. But it wasn’t until I niched down to Online Business Managers, Virtual Assistants, and Social Media Managers (done-for-you service providers) that I saw my income skyrocket.

When we think about our ideal client, there are a few main points you want to focus on:

  1. What type of person do I like working with the most? 

So, who is she? 

How do you help her? 

What does her day-to-day life look like? Get as specific as possible. 

Sometimes you have to work with a variety of people to figure this out. But keeping this in mind and noting the characteristics you enjoy the most and click with. With that specific person, they’re going to have one problem that you solve, instead of a variety of issues.

This leads to point number two…

  1. Finding Your Ideal Client Based on the Problem They’re Having

If you’re not sure exactly who you should be helping, another way to find your ideal client is to consider what you are good at. Do you know how to nail down Facebook ads? Are you skilled with Pinterest? Sales coaching? Life coaching? Money and budget coaching? You can work with people who struggle in these areas. 

You have to define the results you can provide and how it makes that person feel. When we’re too broad with our results, it is hard for people to picture themselves inside of your program. They can’t see the possibility specifically for them. So, what is ONE thing that you can solve? 

I call myself a sales coach who teaches you how to sell, and that is my main message. But this, of course, helps women build their business as a byproduct or get them a marketing plan that works. It just means my content is focused on sales. 

This helps narrow my audience to people who really struggle with selling and want to understand it better. My clients come to me for this, but we eventually open up into other areas of their business. The sales aspect gets them into the door. 

  1. Help Statements

When we create our help statements, they want to know how you help them within that first 10 seconds it takes to read it. 

Think, how would I explain what I do in the least amount of words possible? This is your help statement. This is who I help and the problem I solve for them and the results they get. 

The bottom line here – you need to niche down, you need to commit, and you need to base your ideal client around a singular problem. 

Ideal client + How to find your niche

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As an online coach, your programs shouldn’t be a one and done sort of deal. Once your ideal client completes your first program, how are you going to take her to the next level?

Not only do we need to do market research, but we need to consider how you can move your ideal client from one stage to the next.

It’s time to start thinking about the bigger picture of your offer creation so you can continue to move your ideal client through an entire product suite. The ultimate goal is to take them from where they’re at to where they want to  be.

When we think about the client’s journey that they go through in your product suite, we have to ask a couple questions:

  • What is their main pain point that you’re helping them with from Day 1? 
  • What value would you want to build on throughout your product suite to help them continue to grow their business?

Creating a Chain of Offers in your Biz

We need to think about our offers as a chain, where the value grows incrementally. This means each program should take into consideration a specific stage where your ideal client is at.

So, when we are first starting out, we really want to look at the internal and external pain points. 

Let’s look at my programs, for example:

A lot of people come to me because their offer isn’t selling, and they think the issue is the offer itself, when really they don’t know how to sell. That’s the external paint point.

The internal pain points? They’re afraid they’re not cut out for entrepreneurship because no one’s buying from them. They’re not making money. They’re scared to really put themselves out there and go all-in on their business. 

These are the ideal clients for my passive Scale to $5k program, which means they’re not going to be the ideal client for my intensives. Once we address the initial pain point and they’re ready to move beyond $5k months, we continue to educate and eventually they’ll reach a place where they’re ready for more customized coaching:

Teaching offer creation → How to sell the offer → Understanding how people buy and sell → Intensives or 1:1 coaching

The ultimate question is, once you close a loop for an ideal client with one program, how can you open another loop and continue to move them along in their businesses?

No one looks at their bank account and says “I have too much money” or “I’ve made too much of an impact.” Your ideal clients are always going to want to continue to grow, and this can help you build out a framework of progressive programs to help them get there. 

How does this apply to Service Provider?

If you’re a service provider, this will look a little different since you’re not coaching them through something. However, you still need to look at what their smallest pain point and address that first.

Let’s say you’re a Social Media Manager and you want to help people with engagement or hashtags. Maybe you create a passive offer that teaches business owners the basic tools, and eventually you move them through to your service package. Then, you can open up the door to continuing to support them at a higher level as their business grows. 

Whether you’re a business coach or a service provider, always keep in mind that someone who’s in the beginning stages has very different needs from someone who’s ready for a mastermind or 1:1 coaching. Defining where she’s at will define the level of support she needs. 

Looking at the Product Suite as a Whole

When you’re first starting out, ask yourself: Where are opportunities you can have people come in and learn something passively? I can teach someone how to create an offer in an intensive, but I found it could be easier or more widely received if it was offered in a passive form. 

I spent a year building out Scale to $5k to help teach people the foundational pieces in a passive setting, and as they move up my product suite, the offers get more personalized. The higher the investment, the more high-touch it gets, meaning the information is more customized to them. 

Creating Offers for Ideal Clients at Different Stages

If you’d told me two years ago I’d be focusing in sales and helping other business owners growing their own sales process. I’d have laughed. Loudly. In your face. I was stuck in a dead-end service job in the massage industry, knowing my true talents were in coaching but having no clue where to start, no industry connections, and $200 in my bank account. Through investing in psychology-based sales education and creating a repeatable strategy, I was able to build my business and hit multiple 6 figures in revenue in just one year. 

Now I’m committed to teaching you how to build your own success in your business through sustainable sales . You in?

About

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Sales Expert 

Hi hi, Meghan Lamle here.