MAP IT Marketing

"You want to pull out all those nifty little quotes and testimonials, then really tattoo them on your arse, you know, everywhere, where ever it will work for you” - Lizzie Davidson

If you are a service based business, you need to add Case Studies to your marketing strategy. These powerful marketing stories help people see themselves in your happy client’s shoes, and can imagine all the good things you could do for them too.

Today in episode 17 of MAP IT MARKETING  we’re talking to Lizzie Davidson who’s Linkedin posts are my daily go to for great information, excellent advice and the occasional professional disagreement

To be honest, I could have booked Lizzie to talk to you about almost any type of writing and content - she’s a highly skilled all rounder. However, months ago Lizzie did a week long series of posts about cases studies and the power of them

We often press the importance of case studies in marketing, to be used as social proof, and third party referral

For a long time Identify was really not doing anything of merit worth us doing a case study for a business. Thankfully these days are passed and we now try to collect a few every year

We personally outsource our case studies to an external writer as I find it very hard to talk us up, and get embarrassed when clients say nice things about us! However Lizzie does think it’s possible to do these inhouse 

“A case study is a duet between you and the client. It's your insights and takes and theirs. It's not just you telling a story." - Lizzie Davidson

"I am sometimes a quazi-therapist coming in. I'm asking them to revisit a project. And whatever they say, good or bad, it's a great gift" - Lizzie Davidson

“Ask yourself "How are we hoping to add value with this case study? What are the valuable lessons? What will be really relevant to our clients?" That is where you find your juicy hook. “

- Lizzie Davidson

Lizzie deftly walks you through what a case study is, why you need it and how to make sure it’s got all the important elements to build trust in the reader.

Lizzie is a B2B content marketing specialist with 20 years’ experience doing copy and business development for creative consultancies. She crafts magnetic website copy that fills your inbox with inquiries from your ideal clients. She and I both believe great content marketing will attract clients who dig your vibe, love your work, and pay you what you’re worth 

Lizzie shares an effective step by step recipe of what is needed in every cases study, and breaks down how to make the most of the marketing collateral.

During this episode we discuss the following:

Links:

Lizzie’s Blog on Case Studies

Lizzie’s Linkedin

Rachel’s Linkedin

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 we’re talking social media captions! 

Years ago, when I was a primary teacher, I discovered that the thing I was worst at teaching was art. And I was great at teaching PE. It was weird, because I love art, and creativity and PE? Well that’s not something I’m naturally good at!

I was having to learn as I taught, often only about three of four steps in front of my learners. I realised that’s what made me so good at teaching beginners! I was learning as I went as well, and I wasn’t missing crucial steps beginners need.

I realised that’s why I often find teaching how to write content so tricky. I’ve been a writer of content for twenty years, and it’s like breathing for me. When a client used to ask “how do I write a caption?” I’d be like “I dunno, you just write! Go for it!” which really wasn’t very helpful at all!

I was challenged to spend time working out exactly what to do after working with a few clients who just couldn’t put a sentence together.

It’s HARD when you haven’t written much before. 

I now teach a structure that helps nearly every small business owners write more engaging captions, and I’d like to share it with you too. It’s one I use almost by default, although, like most people who become fluent at a thing, I’m likely to cut corners in it.

I’m so excited to share this with you today! And, if you go to rachelklaver.com/podcast and click on episode 16, you’ll be able to get a download of a worksheet you can use to plan out your first few on paper.

Today we’re covering

FREE CAPTION WRITING WORKSHEET

Link to MAP IT Marketing Facebook Group

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 in episode 15 of MAP IT MARKETING  we’re talking stories, and the power of using them in your marketing And not just any story. But the most important story (for you)

"Your customer is bombarded with over 5000 commercial messages per day.  And so their poor brain is having to filter through all of this information just to understand what's going to be relevant to them" - Joel Woolley

"Saying you don't know who your ideal customer is to me is like getting a blunt butter knife and stabbing me slowly in the chest and watching me bleed out on the floor" - Rachel Klaver

"The empathy brings you both in at the same level. And so you know that I'm here to come alongside you and help you" - Joel Woolley

"So we've got to define here, what's at stake? What if you don't go with us? What could your life look like? equally? If you do go through with us, and you work with us? How is your life gonna look like?" - Joel Woolley

We are talking about how to write a compelling story about how your business can help your ideal client.

And it’s all based around a methodology called “Story Brand”

Story Brand was created by Donald Miller, of which I am quite the fan girl. I love the philosophy as it puts the client as the hero, and us as the guide to help them win over a challenge we’ve got all the special solutions for. 

We personally have used the storybrand method to write our own copy, that saw a huge increase in the right type of clients getting in contact and working with us

We use much of our story to help work out our marketing content which helps everything feel connected and telling the same story, no matter where you go. Since then we’ve both recommended the framework and used it with clients to help them have the same impact to their business

I’m thrilled to have Joel Wooley, NZ’s certified story brand expert with us today to help walk through why he believes this framework works and should be used by your business

He’s also going to share the seven step framework that every business can use to help create a compelling and converting brand story.

Joel Woolley is a StoryBrand Certified Guide and the founder of My Brand Story, an agency that helps brands stand out through effective brand messaging and websites.

During this episode we discuss the following:

Links:

Get in touch with Joel

Use the storybrand template

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 we are talking...TIKTOK!

Tiktok is not just about lipsyncing to a song, or following memes, It can be a powerful marketing tool. Today we’re talking about how to use Tiktok as a product based business. (As a service based business I also learned a lot from this episode.)

I’m so pleased Tasha Miller from Jubly-Umph is joining us today to talk through how she uses Tiktok to grow her business.

“Once I started to make my own jewellery and putting my work out there, I discovered there were lots of people out there just like me and it created a little community” - Tasha Miller

I discovered Tasha’s business last year. They sell little reminders that you can wear every day: Reminders that you are smart and brave and strong, and reminders to celebrate or get a little sweary. So I had to get some for my teenage daughters.

First - they were a huge hit, and second, I found out how super cool Tash from Jubly-Umph was. I’m in awe of how she’s used social media, and more recently using Tiktok to sell her products. 

“I was out to dinner with a friend. Just before going I’d posted a Tiktok and it just went off in just a few hours. The orders started rolling in. In the end we got 400 thousand views and $10,000 dollars with of sales from that one post.” - Tasha Miller

I’ve recently got into Tiktok myself. (ok, maybe a little bit addicted) To be honest it was an act of rebellion against my daughters who had completely banned me from joining. Now, a few months on I’m finding my stride, and have discovered it’s helped me become more succinct in my video content, as well as finding new people to connect with. 

The day before we recorded this I got my first negative comment on my own Tiktok for having only 52 followers (I’m now sitting at the still small but bigger number of 400ish) so found this episode really great to learn from myself

Here’s some important information able our guest:

Tash started out by graduating uni with a journalism degree. While at uni, she supported herself by trading vintage clothing and jewellery on ebay, before starting a market stall (at rose street market in Fitzroy) to sell her own home-made jewellery and artwork, under the name Jubly-Umph, in 2009. A year later she moved the online business away from ebay to a dedicated website, which then grew enough to become her full-time profession. She has gone on to have 3 permanent part-time staff, to enable her to concentrate on marketing and growing the business. Her facebook, insta, tiktok and email marketing has been integral to the operation and growth of the business, with 2020 seeing Jubly-umph's biggest year of growth yet. 

During this episode we discuss the following:

Links:

https://www.tiktok.com/@jublyumph

https://www.instagram.com/jublyumph/

https://www.facebook.com/jublyumphart

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.

Marketing overwhelm has the power to take us to meltdown. We either freeze, flee or fight and in the end the only thing we don’t do is keep on going on.

“Sometimes I need to remember this is not the time to learn that new thing because it’s not a current focus for the business”

“When marketing overwhelm is overtaking me it’s normally that either something is out of whack with my actual life or I’m not taking enough time for myself”

“Your marketing plan needs to be something that is manageable for you today, right now”

Business owners often struggle to maintain marketing for the following reasons

I’ve felt all of these myself as a business owner. I might be a marketing strategist for other businesses, but often my marketing was historically done outside business hours. 

I’m almost fifty and I sometimes struggle with the constant learning and change. 

Like most of us in modern life marketing has to fit with all the work that pays the bills, team needs, finding time to exercise, spending time with family and trying to keep the washing pile from not taking over my living room. 

I’ve had times when we really just needed a sale, and trusting the long term game was the scariest thing imaginable. 

I’ve persisted with marketing because I know it makes business growth easier long term. I’m a marketer because I’m a lazy salesperson. I don’t like cold calling. I don’t want to have to work hard to find each new client. I was people to come to us who are so converted it’s easy for us to start working together

I’ve pushed myself into learning because my clients need someone to help guide them through learning. I’ve faced overwhelm because I want to remember just how painful it is when it doesn’t feel that easy to find the time, know how to do it, or where to start.

Through that I’ve learned so many ways to measure what’s really going on, how to get past the overwhelm and get your marketing humming.

So this podcast is all about what I’ve learned. Let’s get that overwhelm under control 

During this episode we discuss the following:

Links:

My daily planner

Video of our content planner spreadsheet

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

Rachel Klaver - Tiktok

See omny.fm/listener for privacy information.

The demand for our attention is growing everyday. So how do we stand out in a crowd of voices? Today I’m so excited to introduce to you Lisa from Curvature clothing, whose instagram stories are often one of my favourite ways to time waste.

One of the activities I ask many of our clients to do is instagram stories. This is for a few reasons

First it’s a great way to build a deeper relationship with your existing audience

It’s a great place to sell your services or product

And (and this is my key selling point… if it wasn’t very good it disappears after 24 hours!

However our guest today makes stories I wish we could keep

I was already invested in her brand Curvature clothing because she does what I ask so many people to do - when she’s talking to the camera it really feels like you are right in the room with her

She involves people in the design process, and talks through options

But it was her series around bizarre Adelaide crimes that really caught my attention - to the point I was making my entire family stop and watch and read along with me

Lisa used to work in a prison, now she work in fashion. she got so fed up with not loving anything that was available for me to wear, that she set about creating an option for women who felt the same.

Curvature is slow fashion and 100% made to order.

And today - we’re talking all about instagram stories.

During this episode we discuss the following:

Links:

Curvature Clothing

Curvature Clothing 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.

“Primrose and Co is about putting nature first. So we put nature at the heart of our decisions about our business” - Sarah Primrose

“Going to the markets is like going to see your family every week. It’s been one of the best things for us, including getting to network with other small businesses” - Sarah Primrose

“You can get stuck on a treadmill, to keep that cashflow going, because you’re having to show up all the time in person, and then COVID comes and breaks that treadmill and you realise you’ve built a business with a lot of risk.” - Rachel Klaver

“There’s a perception of what people will pay at a market, and it’s not the same as what someone will pay for at a store” - Sarah Primrose

“I just had this moment where I thought yes, I’m ready to do this. I knew if I didn’t I was going to hate myself so I made myself do it” - Sarah Primrose

“I love working and collaborating with people, sharing knowledge. But I’m having conflicting feelings as some of what we do now I’ve worked so hard to learn and discover. Sometimes I know I need to protect my IP even though I want to be open.” - Sarah Primrose

Living by your own strong ethics around consumerism and the environment while growing a manufacturing and ecommerce business is not without its challenges.

Our guest today - Sarah Primrose, the creator and founder of Primrose and Co has managed to do just that, and successfully moved her business from one that sells at markets, to a brand that is now sold online, and via a range of retailers both here in New Zealand and beyond.

Sarah’s background as a chef, food stylist, menu and recipe developer, nature explorer, avid gardener, keeper of chickens and sheep has helped her create a business that truly reflects her own style and passions. She grows some of the flowers in her products on her beautiful lifestyle block surrounded by gardens, native bush and rolling hills, where she lives with her partner Scott and a menagerie of dogs, cats and other animals. 

Primrose & Co is all about knowing where things come from, where they end up & how we can live more sustainably with Earth Mother & Our Planet. Putting nature at the heart of her decisions, Sarah’s entire brand message is seen through the types of packaging she uses, and how she aligns herself with other businesses and influencers. She’s worked hard to create product packaging that’s refillable, reusable or compostable as part of her sustainability values.

She’s definitely had to step over more than her fair share of hurdles and had to take risks to see the growth the business is now experiencing. 

I’ve had the privilege to watch the progress of Sarah’s business right from the early days, personally use her products and last year we got to work alongside Sarah. I consider her one of the most “sunshiny” people I know.  She truly lives and breathes her values, and this podcast will inspire anyone with big dreams and goals, but has started off small, with a tiny budget. 

During this episode we discuss the following:

IMPORTANT LINKS FOR THIS EPISODE

Primrose and Co

https://www.instagram.com/primroseandco_nz/

https://www.facebook.com/primroseandconz

https://www.tiktok.com/@primroseandconz?lang=en

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.

“Goats in trees aren’t going “Hey, you know what? Today I’m going to be world famous by climbing into a tree.” They’re just doing normal stuff. It’s us that finds it interesting” - Rachel Klaver

“So many business owners are stuck about what to write about for social media because all they see is a boring business. Your potential customers don’t see your business that way at all!” - Rachel Klaver

“Think about your “goat in a tree” wisdom - all that insider knowledge and things that you find easy, but your customers and fans don’t. That’s gold content for your social media” - Rachel Klaver

“We’re talking about anything that helps people build a relationship with you, and helps them know that you’re the person they’ll buy from when they are ready” - Rachel Klaver

“Give people a glimpse about what it might be like to get to work with you.” - Rachel Klaver

If there’s one thing that I hear from business owners (especially my clients!), it’s that it’s hard to come up with great content for special media

Part of the issue of course, is that not everyone is a writer. And we all have writing blocks we need to get over. 

Part of it is a fear that we’ll get it wrong on social media

And part of it’s a fear that you’ll go to all that effort and find out that it’s all a waste of time

I can’t fix all of that in this podcast, but I can help give you a framework for how to write better content by learning to be a Goat in a Tree

Whether you are writing all your own content, or getting someone else to do it, it’s super important that you, as the business owner, take time to work this framework out. This is your business, and it’s your voice that needs to come through everything you do.

Being a goat in a tree is learning to see all the interesting parts of your business you take for granted every day. 

Here’s what we include in your goat in a tree content:

Add to this posts that share your core offers, you and your team, and a little bit of fun and you’ve got a great bank of content

Take the time to write great content, and store it all in a spreadsheet. Great content can be used more than once. (and be sure to look out for Episode 16 where we map out how to write great social media captions)

During this episode we discuss the following:

IMPORTANT LINKS FOR THIS EPISODE

FREE BRAINSTORMING CONTENT PLANNER 

STUFF BLOG: How to be a goat in a tree

Our MAP IT  Express Event (July)

Our MAP IT Express Event (August)

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.

“There’s always ways to help your business stand out in a crowded marketplace” - Jo Murphy

“The ultimate goal of the algorithm is to show people content that they will like, that starts conversations, and they actively seek out.” - Jo Murphy

“Good marketing is something that other people are drawn to and want to become a part of it” -  Jo Murphy

“Loving on your existing customers is something that people often don’t do enough. Email marketing is such a great way to show that love” - Jo Murphy

I am not sure if it’s because for years I did it really tough, or it’s my stubborn independence, but I hate wasting money. (Unless it’s money I want to waste - you know, like on clothes!)

I work with so many businesses who’ve burned through scary amounts of money on digital advertising for little reward. It’s heartbreaking to be honest! 

That’s why I’m so pleased Jo Murphy is with me today - I’ve watched her over two years give amazing, careful and considered advice, often in great detail in Facebook groups for free.

She’s someone I immensely respect and admire. 

Her niche is working primarily with environmentally friendly eCommerce businesses, but her advice is for all eCommerce businesses and can also be extended beyond that for all small businesses wanting to use Facebook ads to grow their audience, get leads and make sales. 

Jo Murphy left the halls of academia in 2013 to pursue a career as a freelance digital marketer. She specialises in Facebook and Instagram, works primarily with environmentally friendly eCommerce businesses, and once sent a slinky down the staircase of a ten storey building. 

As an active contributor in some of Australia and New Zealand’s biggest online business communities, Jo is passionate about providing solid information and education to businesses of every size and believes that meaningful connections and collaborations are one of the biggest keys to success.

When she’s not working with clients through her own business The Ad Nomad, she’s busy working alongside the SmartMarketer team as a community manager for Team Traffic and Train My Traffic Person.

During this episode we discuss the following:

IMPORTANT LINKS FOR THIS EPISODE

Instagram.com/theadnomad

theadnomad.com

trainmytrafficperson.com

Jo’s Patreon Link

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.

“The world we live in today is one where there is a huge ability to grow your business on the power of customer proof” - Casey Hill

“When you are a small business you don’t have a huge budget, so you need to find creative ways to differentiate yourself from your competitors” - Casey Hill

“That first touchpoint is a huge opportunity to build a relationship. If you start it off with a human connection it brings them in, and gets them talking.” - Casey Hill

“People often view customer lifetime value too narrowly - it’s not just how much that person will spend. It’s also how much they share and talk about your brand” - Casey Hill

Imagine taking a few moments to create a short, personalised video to someone, that secured  a deal worth thousands of dollars of sales, both in client work and later referrals. 

That’s exactly what happened to me a few years back, the first time I tried out a cool app called Bonjoro. 

And trust me - the video was pretty casual! I was sitting on my sofa at the end of the day, and all I did was talk about how much I was looking forward to sending them a proposal!

(As Casey says in the podcast “You don’t need to be polished” - phew!)

I loved speaking with Casey Hill, the head of growth at Bonjoro, about how personalised video can play such an integral part in different stages of the customer journey to build trust, and create community. 

For me, the stand out was the way it can fit into your marketing automation systems, and allow you to create a more personalised experience at each stage of the marketing journey (Since recording this episode I sat down, made a plan and we’re using Bonjoro ourselves a lot more. 

I’ve recommended Bonjoro during my MAP IT events, and to clients that it’s a perfect fit for, and I am now even more convinced it’s a really simple and effective tool to build trust. (Which is our T in MAP IT) and show investment in your fans and customers (Which is the I in MAP IT)

I’d vastly prefer to send an email than pick up the phone. I love the power of marketing automation. And there’s a lot of ways you can make people feel like the automation is written just for them. 

But if there’s one thing I’m sure of in this world of fighting to keep people’s attention it’s this - when someone knows something was made just for them, it’s going to stand out to them

Casey’s had so much wisdom to share about how we can convert and retain more customers by keeping things personal. 

(Plus, we also discussed Quora and Casey’s cool board game Arkon

During this episode we discuss the following:

IMPORTANT LINKS

Link to get a two week’s free trial

Quora

How to Monetise Quora

https://twitter.com/bonjoroapp

Find Bonjoro on Facebook

Find Casey on Linkedin

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.