MAP IT Marketing

Oh it all feels like a good idea until you're doing it!

That decision to launch a second business that kind of complements your first one, but in a completely different space.

This is exactly what podiatrist Charlotte Russell did after running Feet First successful, and building it up as a thriving practice in Christchurch. 

it made sense to start a business selling fashion friendly, feet happy shoes.

Annd then there was the realisation that with a new business, one that wasn't service based, there was a massive learning curve along with it

In this episode we talk about how to juggle two businesses, the challenges Charlotte faces in running an allied health business with a shortage of trained staff, and why it's understandable that she struggles to get her marketing sorted. 

www.theshoeroom.co.nz

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In this rogue episode of the MAP Marketing Podcast, Rachel Klaver dives into the real reasons people hesitate during the sales process—and spoiler alert: it’s rarely about price. From trust issues to overwhelm and the fear of making a mistake, Rachel unpacks the common objections that make potential clients pause.

Using her signature “Kind Spider” approach, she explains how to handle these objections without yanking people through the sales process. If you’re tired of ghosted follow-ups, awkward sales calls, and trying to convince people who were never a good fit to begin with, this episode is for you.

In This Episode:

• The real reasons people hesitate: It’s usually not the price—it’s trust, risk, or plain confusion.
• The suitcase metaphor for objections: How to help potential clients unpack their concerns one by one without rushing them.
• Building trust before the sale: Why testimonials, clear guarantees, and valuable free content matter.
• Simplifying your offer: Why too many choices make people freeze and how to fix that.
• Knowing when to walk away: Red flags that signal a misaligned lead and how to let them go gracefully.
• Avoiding the “prove me wrong” trap: Why saying no to the wrong clients is actually a win.

Key Takeaways:

1. Objections are just suitcases: Unpack them slowly instead of rushing to handle everything at once.
2. Price is rarely the real issue: It’s usually about perceived risk, trust, or confusion about what happens next.
3. Simplify, don’t dumb down: Make your offers clear and straightforward without cutting out the information people need to say yes.
4. Boundaries matter: Saying no to misaligned leads makes space for the right clients.
5. Friction is a guide: It helps you see what needs to be fixed in your process and who you’re actually meant to work with.

Quote of the Episode:
“Objections are like suitcases on a conveyor belt at the airport—some people have one or two, others seem to have packed their entire house. Your job as a Kind Spider isn’t to yank them all off at once. It’s to help unpack them one by one.”

Subscribe & Review:
If you enjoyed this episode, make sure to subscribe to the MAP Marketing Podcast and leave a review. It helps more people find the show and lets Rachel know what’s hitting the mark.

Connect with Rachel:

Link to Rachel's Substack

• Website: Identify Marketing
• Instagram: @rachelklaver
• LinkedIn: Rachel Klaver Content Marketing Coach

See omnystudio.com/listener for privacy information.

n this rogue episode of the MAP Marketing Podcast, Rachel Klaver dives into the often-untouched topic of perimenopause and how it impacts business owners—especially women over 40. With no editor to tidy things up, Rachel chats candidly from her bed (low energy days are real!) about navigating the ups and downs of hormones, confidence wobbles, and running a business without burning out.

She shares her personal experiences with managing energy levels, batching content, and finding ways to show up consistently, even on the hardest days. If you’ve ever felt like your body and brain were plotting against you while trying to keep your marketing on track, this one’s for you.

In This Episode:

• The reality of perimenopause: How hormonal ups and downs can impact your energy, confidence, and marketing efforts.
• Lazy perfectionism: Why the urge to get everything perfect can be a massive barrier to showing up in your business.
• Systems for sanity: How Rachel uses evergreen content and batching to keep marketing consistent when energy is low.
• Owning your experience: Why women over 40 have the expertise and skills to make strategic decisions quickly—even when confidence is shaky.
• Why going rogue can be a good thing: Embracing imperfection and showing up anyway.

Key Takeaways:

1. Perimenopause isn’t a dirty word: Talking about it doesn’t make you less professional—it makes you real.
2. Work with your energy levels: Batch content on high-energy days and focus on lighter tasks when energy is low.
3. Perfectionism is a trap: Consistency and showing up—even imperfectly—trumps waiting for everything to be perfect.
4. You’re not alone: The ups and downs are part of the journey, and there’s power in sharing the messy middle.

Quote of the Episode:
“We’ve done so many hard things already—running businesses, raising kids, dealing with life’s curveballs. This is just another stage. It might be a bit messier, but we’ve got the experience and the power to navigate it.”

Subscribe & Review:
If you enjoyed this episode, make sure to subscribe to the MAP Marketing Podcast and leave a review. It helps more women find the show and lets Rachel know what’s hitting the mark.

Connect with Rachel:

• Website: Identify Marketing
• Instagram: @rachelklaver
• LinkedIn: Rachel Klaver Content Marketing Coach

Tune in tomorrow for another quick marketing chat, and don’t forget—the official relaunch episode drops on Friday!

See omnystudio.com/listener for privacy information.

In this off-the-cuff episode of the MAP Marketing Podcast, Rachel Klaver goes rogue—no podcast editor, no script, just a real chat about the messy side of business and marketing. After a few rounds of podcast relaunches and a lot of second-guessing, Rachel shares what it’s really like to deal with the ups and downs of running a business (while also managing the joys of perimenopause).

This week, Rachel is keeping things simple with short, honest marketing thoughts each day to remind you she’s still here—imperfections and all. Today’s episode covers the struggle of perfectionism, learning to live with failure, and why showing up consistently (even when it feels hard) is what really makes the difference.

In This Episode:

• Why failure isn’t a bad thing: How learning to adapt and try again is a non-negotiable part of business.
• Lazy perfectionism: What it is and how it can stop you from getting stuff done.
• Real talk on podcasting: The highs, the lows, and why Rachel keeps coming back to the mic.
• Getting comfy with imperfection: Why sharing the messy middle is better than waiting until it’s perfect.

If you’ve ever felt like throwing in the towel after a false start (or ten), this one’s for you.

Key Takeaways:

1. Failure is part of the process: It’s how you figure out what actually works.
2. Perfectionism is a trap: Done is better than perfect—especially in marketing.
3. Keep asking questions: When things go wrong, figure out why instead of burning everything down.
4. Show up anyway: Even if it’s messy, showing up is half the battle.

Subscribe & Review:
If you enjoyed this episode, make sure to subscribe to the MAP Marketing Podcast and leave a review. It helps more people find the show and lets Rachel know what’s hitting the mark.

Connect with Rachel:

• Website: Identify Marketing
• Instagram: @rachelklaver
• LinkedIn: Rachel Klaver Content Marketing Coach

Tune in tomorrow for another quick marketing thought to keep you going!

See omnystudio.com/listener for privacy information.

See omnystudio.com/listener for privacy information.

Are you a thought leader? Do you think you should be? Do you have to be a thought leader in business these days? If you want to be one, is it as simple as just calling yourself one? What’s the difference between calling your self one, and being one? I had so many questions!

Verity Craft is a speaker, coach, writer and self-described thought leadership nerd (with her love of thought leadership possibly matched only by her obsession with musical theatre). Together with Christina Wedgwood, she's built Intelligent Ink into the go-to for thought leadership here in Aotearoa New Zealand (they like to say they were doing thought leadership before it was cool – who would have thought at school that they'd be trendsetters?)

 They've worked with hundreds of big thinking, purpose-driven experts to maximize their impact, build their reputations, and grow their businesses as thought leaders and authors.

Verity joins me on MAP IT Marketing this week to explain why it’s ok to not love the term and STILL act like one, how to use different thinking skills to stand out from everyone else and why sharing your thoughts might not be the ticket to getting new clients. (It’s not all you need.)

This podcast is FILLED with great nuggets and information - quite frankly I didn’t want the interview to end!

In this episode we cover:

• Why you can have an issue with the name “thought leader” and still be one
• What makes a thought leader
• What isn’t enough to do as a thought leader
• How you can build a brand as one
• Whether thought leadership is just for those wanting to build a large audience
• Why thought leadership content is different from marketing content. 

Important Links

Find out more about YOUR SUCCESS TEAM

Come to Rachel’s Free content strategy workshops

Buy your copy of Be a Spider, Build a Web

Download the free workbook

Become a part of the MAP IT Marketing facebook group

Register interest for Rachel’s content coaching programme

Rachel’s YouTube Channel

Join the My MAP IT Marketing Strategy School

See omnystudio.com/listener for privacy information.

One of the best parts of being a content marketing veteran (aka, in my 50’s and having been involved in content marketing in one way or the other for over twenty years) is seeing patterns show up in how technology impacts our content and our marketing.

The ebb and flow of “too much info” has been one that we’ve struggled with as humans since the internet became an integral part of our lives. 20 years ago I was writing keyword stuffed four-hundred word blogs for companies that had no consideration for the reader and were all about getting google to notice us. 

It worked for a bit. But then our human need for good content that actually informed us took over and the algorithms adjusted for us. 

AI is creating a flood. People who've been paralysed in content creation or even content creators who just want to pour out as much as possible now have technology to help it. There’s AI everywhere.

And yes. I’m using it.

But I’m also excited about the opportunities other business owners are creating for  me - because the more others create AI generic work, the more my “thinks” - what I call my own ideas, will stand out and be noticed.

They’ll have a different cadence, they’ll feel very human (and possibly even a bit flawed) and my people will find them

In this episode we go over why content marketing is even more of an opportunity for your small business than ever before, why you need to be creating “Confident content” and what I’m doing to help you do just that

In this episode we cover:

• Why AI is a gift for us (and not for reasons you think)
• What’s going to happen when we reach peak flood and why we need to ride the wave
• How to connect better with your content 
• What I’m doing to stand out in a sea of “sameness”
• Why being brave, and being confident about your own voice matters now, more than ever. 

Important Links

Come to Rachel’s Free content strategy workshops

Register interest for Rachel’s content coaching programme

Rachel’s SUBSTACK

Rachel’s YouTube Channel

Join the My MAP IT Marketing Strategy School

Become a part of our Facebook group

Buy your copy of Be a Spider, Build a Web

Download OUR free Face of your Business checklist

Download the free workbook

See omnystudio.com/listener for privacy information.

When someone says that social media marketing is a waste of time, email is a waste of time, any part of marketing is a waste of time my response (at the very least in my head!) is “No, you just didn’t take the time to fix the problems to make it successful”

There are two really big reasons when content marketing can fail so miserably. The first one is you haven’t taken time to develop a plan AND stick to it, and the second is you haven’t taking time to learn how to present it in the way that best fits that platform,

I see people say “email is a waste of time” but they only email once a quarter. I agree. Doing it only once every three months IS a waste of time,

I see people say “Instagram doesn’t work” but they aren’t using reels, stories and only do promotional type posts. It’s not Instagram. It’s the business owner.

Learning to change what we do, in order to get results is a key part of marketing. There are 15 areas I tend to look at with my clients, and these areas help us work out what we can fix.

Let’s be clear. Content marketing is an extremely effective method of building out a long term, resilient sales funnel for your business. But - you need to understand how to make the bits that aren’t working work.

In this episode we walk through 15 key areas you can look at. As you work through them, make a list of actions you can take to improve your content marketing strategy. Let’s dig deep, find the problems, fix them and then… get the results you’ve been looking for.  

In this episode we cover:

• What the 15 key areas of blocks and issues often are.
• How to address each
• Why you need to look at all of them in isolation as well as looking at the big picture
• Where to start first
• Why we always need the end in mind
• What we need to do to get more results 
• What to do if everything you try just still doesn’t work

Important Links

Come to Rachel’s Free content strategy workshops

Register interest for Rachel’s content coaching programme

Rachel’s SUBSTACK

Rachel’s YouTube Channel

Join the My MAP IT Marketing Strategy School

Become a part of our Facebook group

Buy your copy of Be a Spider, Build a Web

Download OUR free Face of your Business checklist

Download the free workbook

See omnystudio.com/listener for privacy information.

When Alana rocked up to our group coaching day with her young daughter in tow she instantly reminded me of.. Me. Those days of taking my baby with me places is long past and I’m now looking at a completely empty nest next year, in part because I’m flinging my youngest out a little bit before we’re both ready

Alana is a corporate escapee and the cofounder of Your Success Team, a collective of business experts who have created a business coaching model that places multiple brains on your business, giving a giant hell no to "my way or the highway" advice and dated formulas. 

And she’s doing it all with three children under the age of five. The week I’m recording this, work was put on hold when gastro swept through her house. The juggle is one her clients know all too well too.

Alana’s developed some excellent tools to deal with overwhelm, learned from hard experience. In this podcast we talk through the juggle, the need to be kind to ourselves and have more reasonable expectations of what is actually possible and why it’s ok to take time out and carve your business around your life, and not the other way round. 

As she says “Because, at the end of the day, business owners want to make money from their talents while living life on their (very unique) terms. Which is why when you bring your talents, experience, and grit to the table, and they bring theirs, you'll be amazed at what they'll create together.

In this episode we cover:

• Why Alana and her co founder work with start ups and small business owners
• What she sees as common struggles around mindset and time management
• How Alana plans out her time to make sure she’s building a business that has room around her children
• What she can struggle with, and what she loves about life as a business owner with young children

Important Links

Find out more about YOUR SUCCESS TEAM

Come to Rachel’s Free content strategy workshops

Buy your copy of Be a Spider, Build a Web

Download the free workbook

Become a part of the MAP IT Marketing facebook group

Register interest for Rachel’s content coaching programme

Rachel’s YouTube Channel

Join the My MAP IT Marketing Strategy School

See omnystudio.com/listener for privacy information.

We spend a lot of time looking at our ideal clients and what they “look like” but what if we spent more time looking at what they are experiencing, what they are being influenced by, and what they are needing from us more.

Using empathy in our marketing strategy can help us identify the core needs of our ideal clients, so we can talk to them better. We can show we have grace for the sticking points that are making life harder, be aware of the blocks they might have in the way of assessing success, and use their own words, and voiced thoughts in our marketing messages 

In this episode of MAP IT Marketing we cover the seven steps to using empathy in our strategic thinking, and how it can then be applied to our marketing and to our sales.

If you know you want to connect with your customers in a deeper and more authentic way, then THIS is for you. 

In this episode we cover:

• Why using empathy in our marketing strategy can help develop our messaging
• How to get inside our client’s heads 
• What we can look at
• The steps to developing an empathy based strategy
• How I’d apply this to my own business

Important Links

Come to Rachel’s Free content strategy workshops

Register interest for Rachel’s content coaching programme

Rachel’s SUBSTACK

Rachel’s YouTube Channel

Join the My MAP IT Marketing Strategy School

Become a part of our Facebook group

Buy your copy of Be a Spider, Build a Web

Download OUR free Face of your Business checklist

Download the free workbook

See omnystudio.com/listener for privacy information.