MAP IT Marketing

I formally apologise for everything bad I’ve ever said about Linkedin Company Pages in the past, because today’s guest Michelle J Raymond has changed my mind! If you’ve also always wondered “Should I have one, and if I do, what do I do with it?” then this episode is most definitely for you

Michelle covers how Linked covers the big four reasons you need to have your Linkedin Company page do more than post job vacancies or company updates, and how this is one of the best places on the internet to sell to a targeted, and curated engaged audience.

In this episode of MAP IT Marketing we cover the content plan you can use for your business, and how to make this work whether you’re a solopreneur, have a small team, or a team of far more. 

Michelle J Raymond is the Chief LinkedIn Social Strategist at Good Trading Co and a founding member of the LinkedIn Small Business Advisory Council.   

Michelle specialises in helping small to medium business owners make a real impact in business using Linkedin Company pages.  She takes a hands-on approach, integrating her services into existing teams and working closely with businesses on strategy, execution and practical implementation of successful LinkedIn social selling campaigns.

 Learn how to create the right sort of content for your Linkedin page, and prepare to  have your mind changed just like mine was on the the benefits and possibilities of a Linkedin Company Page.

Today we cover

• Why small business should consider Linkedin company pages
• How company pages have changed in the last year
• How to grow your following
• What you need to do each month to help build an engaged following
• How to use your page to sell authentically to your audience
• How to use your page to grow your brand or company awareness
• Whether solopreneurs should use one alongside their personal profile
• The 3-2-1 approach to content creation for your page.

Important Links

http://www.goodtradingco.com.au/

The Good Trading Co on Linkedin

Michelle on Linkedin

Find Michelle on Instagram

MAP IT -Action plan for 2022

Social Media for Boring Businesses (free webinar)

Other recommended Episodes

Are Case Studies your Secret Weapon?

How to Create Engaging Social Media Posts

How to Create Social Media Content as a Boring Business

See omnystudio.com/listener for privacy information.

What do you do if you’ve had a few too many “no’s” recently and you need to find an extra ten thousand dollars?

Well for Cat and her husband, the answer was simple. Start a business.

Cat and her husband had long talked about turning a family game, where the family would explore New Zealand with a whimsical mystery tour of directions set out from the kids in the back for years. They’d built a community of ten thousand readers of Cat’s blog “Getting Lost” detailing their adventures, and had requests of how to help others explore New Zealand. 

The need to make right on the ten thousand dollar loss was enough to stir Cat into action and the result was a adorable game designed to travel with you as you go on a trip of exploration in the car. 

Six weeks after the launch, they’d made the ten thousand in profit, and realised that perhaps this game had a little more potential than they’d thought!

The business has continued to grow and provide games to help people on all sorts of adventures, from date nights, to dog walks, to trips with your mum. With a range of sixteen different games, selling all over New Zealand and the world, this game is definitely not getting lost in the plethora of other games out there!

Cat’s now planning to launch into the US, after a viral post saw a spate of orders and requests come from there.

One of Getting Lost’s skills is their ability to take a core idea and spin it into variations for different markets. They also are able to work quickly when needed, like the launch of the Art Home Edition mere days after the first lockdown in 2020

This is rollicking podcast episode, with the firecracker energy Cat has brought to her business. Prepare to enjoy the journey!

Today we cover

• How anger and frustration led to the launch of a business
• How Cat built a community before she had a business
• How she’s used her community to test and diversify
• What she learned from listening to criticism
• How her product production has been bootstrapped as they’ve grown
• How social media has opened up the US as a market
• What we can learn from Cat’s business

Important Links

www.gettinglost.co.nz

Getting Lost on Facebook

Getting Lost on Instagram

IMPORTANT LINKS MENTIONED DURING MAP IT MARKETING EPISODES

MAP IT Marketing Facebook group

Identify’s Events and Webinars

Identify Marketing Instagram

Identify Marketing Facebook Page

Rachel Klaver Website

Identify Marketing NZ Website

Identify Marketing Australian Website

Rachel Klaver - Linkedin

Rachel Klaver - Youtube

See omnystudio.com/listener for privacy information.

"The hardest thing for me as a people pleaser was to discover my attempts to please everyone caused people to trust me less. That was the thing that made me the most devastated"

I used to be a sold out, all seasons pass People Pleaser. I was terrible at saying no if something wanted it, even if I had no idea how I was going to make it happen. Sometimes it all paid off. Other times, it didn’t. In one of the very first episodes of MAP IT Marketing I shared the story of how I built up our Agency Identify, only to have it all crumble back down in a huge mess. 

At that point I realised that for my life and my business to change, I had to make some changes too. Recognising that my “kind” desire to please everyone was actually not pleasing many people at all was a huge and horrible shock to the system.

In the episode I cover the areas that people pleasing can affect in your business from your team, your pricing, your capability, your reputation and more.

This is a super personal and honest story of the battles I’ve had to overcome as I’ve learned to create healthy boundaries that have helped us rebuild our business into one I’m proud of, that delivers on our promises and has an incredible team to help us. 

Saying a big NO to pleasing everyone has allowed me to become more confident in what we do best. As I say on the podcast: " When we're doing the things that we love doing that really light us up, and we put boundaries around our life to allow that to happen that people will respect, then that helps us to be the best gift that we are, we are a gift to the planet, each one of us as a gift to the planet"

Whether you have the same struggles or not, I invite you to learn from my story. 

Today we cover

• What impact people pleasing had on my team
• Why people pleasing limited our ability to be profitable
• How people pleasing attracts the wrong types of customers
• Why boundaries in business are essential for thriving
• What I’ve learned and experienced from dropping the people pleasing.

Other recommended Episodes

The Most Important Part of your Marketing

Managing Marketing Overwhelm

IMPORTANT LINKS MENTIONED DURING MAP IT MARKETING EPISODES

MAP IT Marketing Facebook group

Identify’s Events and Webinars

Identify Marketing Instagram

Identify Marketing Facebook Page

Rachel Klaver Website

Identify Marketing NZ Website

Identify Marketing Australian Website

Rachel Klaver - Linkedin

Rachel Klaver - Youtube

See omnystudio.com/listener for privacy information.

Great images of your products and of you can make selling what you do a whole lot easier. Even if you’re on a budget, the investment of great photography can help elevate your business and make you look far more together than you probably feel!

But it’s often one of the biggest areas of lack for most of the business owners I work with. So few invest money into getting a range of photos they can use for social media, the website, print and anywhere else you can place them. 

In episode 24 of MAP IT Marketing, we talk to “Hipster Mum” owner Jade Warne. Jade specialises in helping business owners create stunning photography and videos of both themselves and their products, along with handing over a fair amount of advice and support around digital marketing. 

Jade’s snapped Kate Hudson, Sarah Jessica Parker, Marie Forleo, Elizabeth Gilbert, Elle Macpherson - but her favourite clients are small business women who are building their dream. After starting her career with Marie Claire and the Sydney Morning Herald, she worked for start-up “Shoes of Prey” (which I vastly regret not asking her about in this episode because I loved that business!)

Jade has an energised and engaged community on Instagram under the name @hipstermumsocial where she mixes the realities of the business and parenting juggle

We talk about the importance of carving out a persona for yourself as a business owner that can be separate from the banalities and stress of parenting, and how this can make you feel more confident and in control of your marketing and brand. 

As Jade says ”Who do you need to be in a business sense? Who you know, what is that person? How do they show up? What do they wear? What colours are important to them?  And let's bring that construction to life for you so that you can communicate really succinctly swiftly with your ideal client to make those connections in a split second”

This episode is for anyone needing to understand how  to find their own brand persona, what you need to have at home for your own product photography, why using an expert can be a worthwhile investment, whether you should use your children’s images as part of your marketing, and exactly how the balance between being in business and being a parent can sometimes feel completely impossible 

Today we cover

• Why it’s ok to have a brand persona
• What happens to you when you own that persona
• What you need to create your own product photos at home
• Why getting a brand photographer can save you time and money
• The juggle of owning a business and being a parent
• Why sometimes we need to follow the different seasons of our lives
• Whether you should use your children as marketing material

Important Links

https://www.hipstermum.com/

https://www.instagram.com/hipstermumsocial

Identify's ECommerce Webinar October 7th

Other recommended Episodes

How to build a personal brand

What you must do to improve your ECommerce sales

IMPORTANT LINKS MENTIONED DURING MAP IT MARKETING EPISODES

MAP IT Marketing Facebook group

Identify’s Events and Webinars

Identify Marketing Instagram

Identify Marketing Facebook Page

Rachel Klaver Website

Identify Marketing NZ Website

Identify Marketing Australian Website

Rachel Klaver - Linkedin

Rachel Klaver - Youtube

See omnystudio.com/listener for privacy information.

What do you do when a pandemic blocks your opportunity to go on the OE you’ve been planning and saving for for years? Well for Charlotte Greer, it was the perfect opportunity to start a business.

After saving, while studying for her degree in Economics, Charlotte was all set to explore beyond the borders of New Zealand. When she realised that OE wasn’t going to happen any time soon, Charlotte picked up a project she’d initiated at university, where she’d created a business plan, with costings and sales projections, to help understand and process the application of her study.

This business was the perfect blend of her business brain, and her desire to live a “blended” sustainable life, where she may not “carry a straw everywhere” but definitely wanted to reduce waste, and choose products that did not leave a negative impact on the environment.

Veto began as a small range of products Charlotte sold online, and through the markets. Her business is still young, new and at the early stages, but she’s already gained stockists, has a pop up “refillery” in Tauranga, and has long term goals to grow both the range and the reach of her products.

Charlotte shares what she believes is the most important parts of starting a business are to get right, what she’s be able to do herself to launch it, and some of the challenges she’s faced since launching her business.

We also talk about the assumption that GenZ/ Millennials will automatically know how to market their business with social media, and the different skills you need when looking at it from a business perspective. 

Today we cover

Important Links

https://www.vetozerowaste.online/

Veto on Instagram

Other recommended Episodes

Backing Yourself to move from markets

How Pepper and Me was built on community

What you must do before spending a cent on Facebook Ads

What you can do on your website today to improve your ECommerce sales

IMPORTANT LINKS MENTIONED DURING MAP IT MARKETING EPISODES

MAP IT Marketing Facebook group

Identify’s Free Events and Webinars

Identify Marketing Instagram

Identify Marketing Facebook Page

Rachel Klaver Website

Identify Marketing NZ Website

Identify Marketing Australian Website

Rachel Klaver - Linkedin

Rachel Klaver - Youtube

See omnystudio.com/listener for privacy information.

If I could get my Christmas wish in early (very early!) it would be this: That you will get to Christmas Day with a good amount of profit in your account and you’ll be able to do more than wish you were napping all day over the stat days!

This is your time of the year for you to maximise your profit, put some extra away for some of the leaner months, and move a whole heap of stock. And to do that, we need a plan.

Of course when we say Christmas we know that this upcoming quarter has far more in store for us from Labour Day, to Black Friday and to the Yuletide bleary eyed shopping to get everything done and dusted for Summer holidays.

In today’s episode, we’re talking what options you have around promotional periods and themes for the season, why you need to consider which types of promotion goes with which event, and how to target the marketing to five different shopping types.

You are often training your customers to wait for sales, and this can eradicate your margins, prevent growth and cannibalize your own business. This has to stop!

“I know that for some businesses, they have trained me to be a bargain hunter, I only ever buy from the sales because they have sales all the time. Other businesses, I will think about what I'm buying and I'll buy high value prices I never would consider asking for the sales”

This quarter is huge - so I’m also inviting those who want to dig a bit deeper to come along to a webinar with me on October the 7th to make a plan, and get some extra help. The link is in the show notes. 

Today we’re covering

Important Links

Webinar: ECommerce Success - how to make 2021’s last quarter count

MAP IT Marketing Facebook Group

The Ultimate ECommerce Checklist

Other recommended Episodes

Growing to 150k followers in just a few months on Instagram

How Pepper and Me was built on community

What you must do before spending a cent on Facebook Ads

What you can do on your website today to improve your ECommerce sales

IMPORTANT LINKS MENTIONED DURING MAP IT MARKETING EPISODES

MAP IT Marketing Facebook group

Identify’s Free Events and Webinars

Identify Marketing Instagram

Identify Marketing Facebook Page

Rachel Klaver Website

Identify Marketing NZ Website

Identify Marketing Australian Website

Rachel Klaver - Linkedin

Rachel Klaver - Youtube

See omnystudio.com/listener for privacy information.

Have you ever wondered how to get over a hundred thousand followers in a year on Instagram?

I know I have! So I was thrilled that Lucas O’Keefe agreed to share exactly what he did to grow his account by over 150 thousand followers in a year, using engagement and community building methods.

"So my big takeaway it's been, you know, in a world where we need consistency, we need content, to just share our message and build that community. Start with one platform, One soapbox to stand on and make that a thing"

In March 2020, Lucas had a small instagram account for a social media agency “On the Clock Media” During the first wave of the Pandemic, Lucas made the call to focus on growing his Instagram profile, and changed his account to his name “Lucas O’Keefe”

At the time of booking Lucas on my podcast, he had grown to 100 thousand followers. By the time we recorded it, he’d reached 150 thousand, and only a few weeks later has gained over ten thousand more.

In this episode, Lucas shares (for the first time) the time and effort that he poured into growing his account, why he reckons personal brands should start with a single platform focus, and what all business owners can do to grow their accounts.

We also talk about the importance of being something “a little bit different” and how this helps your content to stand out. 

“Find that one thing or those two or three things that are going to get people talking about you.There are so many different ways to work to make it work for you, but you have to stand out"

For small business owners who are sitting in the space between building a business, and growing a personal brand, this episode can help you work through what elements you can take from his learning, and what you might need to adjust. 

Lucas also shares great insights around what’s working on Instagram at the moment (and what’s not) and why we need to use Instagram the way the algorithm wants us too.

One of my very favourite quotes from the podcast helped me up my game when it comes to commenting on other people’s posts. As Lucas said:

"Every time you comment, you are leaving a little tiny billboard that someone might see that brings them back to your page for content, right, and it can feel overwhelming because like I said, tiny, tiny billboard.”

Today we’re covering

Important Links

Lucas’ content calendar

Lucas O’Keefe on Instagram

IMPORTANT LINKS MENTIONED DURING MAP IT MARKETING EPISODES

MAP IT Marketing Facebook group

Identify’s Free Events and Webinars

Identify Marketing Instagram

Identify Marketing Facebook Page

Rachel Klaver Website

Identify Marketing NZ Website

Identify Marketing Australian Website

Rachel Klaver - Linkedin

Rachel Klaver - Youtube

See omnystudio.com/listener for privacy information.

Five years ago, Cherie Metcalfe started a business selling salts, laid out on a duvet cover at a local market. Her goal was simply to contribute to the family income, without having to return to the late night life of cooking in a hospitality business.

"I never had any money to put into the business. Every dollar I've put in started from money I earned from selling salts off a duvet cover at a market stall."

It’s been a fully packed five years, with Cherie building an engaged community online, with thousands tuning into her Instagram stories every day (where she cooks using her products), or pouring over her mouth-watering photo, showing how you can use her rubs, salts, sauces and butters.

From that humble beginning at the markets, Pepper and Me has grown into four businesses, operating from their own building, and operating with a team of twelve. Cherie has managed to build a business focused around her love of cooking, food and people. Along with Pepper and Me, she runs the Pepper and Me club, a recipe sharing membership site, KitCo which sells ovenware, and Cain and Abel Knives, her newest business venture. 

"Everything I do is part of a greater aim to connect people with food. I love people, and I love food. So that's what I do. "

Cherie has always invested time and energy into her organic marketing, building a community of people who love her, and her brand. In sharing about her life and her business, she’s been able to grow beyond the market stalls, selling directly and into stores. 

User-generated content has always been important to Cherie, and her desire to help pay people who developed recipes using her product led to the launch of the Pepper and Me club. 

As an avid user of her products, I can say they are seriously good. I haven’t cooked a bad meal with any of them. That definitely has contributed to the success of the business, as it’s easier to get people to buy again when the products are good! 

However, it’s Cherie’s time and effort into showing people what she does, sharing moments of the day providing content and connecting with her community that has truly built her business.

"I put the time and effort into showing people what I do, sharing moments of my day, I show up, I provide content and my community then connect and support me when I share our products."

In this podcast we talk about how the business has changed, what’s changed since the early days, how she now prioritises her marketing, and whether this was all part of a big, organised plan.  Cherie is real, inspiring and so motivating to anyone wanting to build a business out of a passion.

Today we’re covering

Important Links

Pepper and Me

Pepper and Me Club

Cain and Abel Knives

KitCo by Pepper and Me

IMPORTANT LINKS MENTIONED DURING MAP IT MARKETING EPISODES

MAP IT Marketing Facebook group

Identify’s Free Events and Webinars

Identify Marketing Instagram

Identify Marketing Facebook Page

Rachel Klaver Website

Identify Marketing NZ Website

Identify Marketing Australian Website

Rachel Klaver - Linkedin

Rachel Klaver - Youtube

See omnystudio.com/listener for privacy information.

Today I’m sharing with you what content I create from my podcast episodes every week. Learning to repurpose content is a huge step towards creating cohesive, on brand and on track content for your prospective clients to find and engage with, wherever they are.

Part of the magic of repurposed content is it all fits together like a massive jigsaw puzzle. It can help you create content more efficiently, and help people not just fall into your content web, but stay there. (I always say, be a spider, build a web)

I have to admit I’m super nervous about sharing this episode with you, because I know that what I’m currently doing to repurpose my content could be far more than you are currently doing. So before we jump in and talk about what’s included in this podcast, I want to remind you that we are all at different stages and levels when it comes to our business and to our marketing.

I have a list of six or seven other things I want to add to my content marketing machine such as infographics, nurture sequences and a few other little gems, and I’m not there yet, so it’s so important to know where you’re sitting in your content marketing journey and learn from there.

At the moment, my podcast is repurposed into a column, blog, long video, short videos, short content, and shared on a range of different platforms. I’m going to step through that process, and also share what help I get along the way, as well as how many hours a week we collectively use to make it all happen.

Then, I’m going to give you a starting place for you to start doing the same thing (you won’t need a podcast - you can use a blog or a webinar or a long talky video instead. 

I’m nervous, but I’m also excited to share this with you. If you want to ask questions from this episode join our facebook group and ask them in there.

You can also get links to everything you need on rachelklaver.com/podcast

During this episode I share the following:

Important links:

Free flowchart of how to repurpose content

OTTER.AI

Get Subly (Subtitles)

Video Cutter (free)

Tailwind (scheduling pinterest pins)

Answer Socrates

Other episodes that may help you

Episode 5 - Narrow your arrow to find your niche

Episode 10 - Creating great content

IMPORTANT LINKS MENTIONED DURING MAP IT MARKETING EPISODES

MAP IT Marketing Facebook group

Identify’s Free Events and Webinars

Identify Marketing Instagram

Identify Marketing Facebook Page

Rachel Klaver Website

Identify Marketing NZ Website

Identify Marketing Australian Website

Rachel Klaver - Linkedin

Rachel Klaver - Youtube

See omnystudio.com/listener for privacy information.

"I am a recovered camera shyness person. Now I'm on the other side of it, I have made it my life goal to help as many other people overcome camera shyness as possible. " -Harrison

Fear of showing up on video has to be one of the biggest blocks my clients have when it comes to marketing. It doesn’t matter what they ACTUALLY look like, except for the odd weirdo who, like me LOVES video, most of them run in horror at the thought.

They feel too old, too fat, too ugly, with a weird voice and nothing to say. (All these feelings are baseless)  That camera pointing in their face is enough to bring on a full blown panic attack. To tell them they need to use it in marketing is a step too far.

That’s why I loved talking with Harrison, from IAMH Creative in the UK. He also used to be terrified about being in front of a camera, but has since reformed and now works with anyone worldwide who needs to have a mindshift. He teaches that “the camera is not judging you” and that when you learn that, you can begin to feel a lot more comfortable in front of it. 

He’s also aware that video is now an essential part of marketing, since we shifted behaviours during lockdown. "During Lockdown we were all seeking human interaction, and a pick-me-up and it created a shift towards video that is going to stay

Harrison and I bonded over our mutual love of Goats. We’ve forgiven each other for our differing opinions on pineapple on pizza. And (while we are going to switch back to what this podcast is all about in a moment - I think this podcast exemplifies everything I love about the power of the Internet. 

There is no way, pre instagram I’ve have ever come into contact with this 27 year old English bloke who finds 26 degrees way too hot, and used to be a rapper! He and I share the same values around people, business and helping people become more confident and I’m completely thankful I’ve got to meet him! You will love him! 

Harrison steps through a simple process to help you become more confident on camera, and helps us all find a way to be ourselves on screen. "It's only been in the last year I've fully embraced it's ok to be 100% me on camera, so I understand that's a challenge for a lot of people" 

I love his slogan “Just hit record” as he says it helps us not let overthinking get in the way of us just giving it a go. 

Harrison is not a loud, in your face video coach who’s going to artificially pump you up or force you into doing anything. I know you’ll love him as much as I do in this episode, as he shares how to get over your video fears.

Today we’re covering

AND...

Links:

IAMHCreative Instagram (well worth following for tips and ideas)

Harrison’s Coaching Programme

IMPORTANT LINKS MENTIONED DURING MAP IT MARKETING EPISODES

MAP IT Marketing Facebook group

Identify’s Free Events and Webinars

Identify Marketing Instagram

Identify Marketing Facebook Page

Rachel Klaver Website

Identify Marketing NZ Website

Identify Marketing Australian Website

Rachel Klaver - Linkedin

Rachel Klaver - Youtube

See omnystudio.com/listener for privacy information.