MAP IT Marketing

There’s nothing like having your entire world turned upside down to discover holes in your business. And this year that’s exactly what happened to Kat Corbett

Kat’s been a freelancer, a consultant, and an agency owner.

When she started her copywriting agency 3 years ago, she needed a consistent flow of clients to be viable. So she learnt how to make this happen - even with a small audience and an introverted personality. Her primary platform is Linkedin and she’s used it effectively to grow her audience and client base. 

One of the biggest lessons in this process was realising that when she was so close to what she did, the 'curse of knowledge' prevailed. She couldn't have an objective view of the true value she offered to the marketplace.

This close proximity could create a lot of frustration when it came to marketing her business. She didn't have clarity on how to articulate the transformation she created, and that impacted her confidence. So she didn't put herself out into the marketplace.

When unexpected change appeared overnight, Kat had to step back and look at her business, what she wanted as a business owner and what her core benefit really was to her ideal client (and- who her ideal client actually was!)

As a messaging strategist, she now works with her clients to help them identify and express the value they create for their ideal clients.

Her Peaceful Pipeline process takes clients through a framework that builds confidence and transforms how they show up in their marketing - in a way that aligns with them.

In this episode we cover:

• What led Kat to make a change in her business
• How she gets her leads from Linkedin
• Why her model is called The Peaceful Pipeline
• What Kat sees is missing in many consultants and coach’s marketing
• Why it’s so important to work on the “hard stuff” 
• How to message people without sounding salesy. 

Important Links

Find out more about The Peaceful Pipeline

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.

I’ve only ever talked about buyer profiles before in a retail environment but we’re all talking to people and selling to them (even if we are selling to a business we are still selling to a person IN the business)

So the nine buyer profiles are still worth looking at.

There are some buyers who come in hot. Is this a good thing or a warning sign? How can you tell the difference?

What can you do to warm up someone and are any of them timewasters or are they just misunderstood?

I’m covering what each one is, what they need and also letting you know which ones I personally find the most challenging in this episode of MAP IT Marketing

In this episode we cover:

• What the nine types of buyer personas are
• Why it matters to understand these
• Whether you need to focus on them all
• Which ones to really watch for as a small business owners
• How to treat them differentiating in marketing
• What they all need in the sales process. 

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 Janet Stott started Homegrown Primal she had no intention of being the face of the business. In fact she and her husband weren’t totally sure the business was going to work. At the very least they would have made a bunch of supplements for themselves!

That was back in 2019 and the business is in a very different place today. They now ship across New Zealand and Australia, and are buying ingredients by the tonne. They also now have a team to help support her marketing work, helping her stay as the ‘captain” and allowing her to ensure the messaging stays true to their ethos, without getting stuck in the admin side of marketing

Showing her face was not something she expected to do, especially working in an industry that mainly uses young muscled bodies to market their products. But Janet’s authentic and real way of communicating, her complete passion for not only the products they sell but the carnivore lifestyle that she’s chosen alongside it has helped her build an engaged and thriving community of customers and fans

In this episode Janet shares her beliefs about the importance of women over the age of fifty to show up with confidence, why we all have a “note that’s meant to add to the world’s symphony” and how to celebrate ‘the crone”

If you’re hiding your face, worried you won’t find your audience if you show up, this is a powerful and encouraging episode. I’d love you to join us. 

In this episode we cover:

• What led Janet and her husband Marty to start Homegrown Primal
• How they’ve grown from a small online business to one selling into three countries
• How Janet used to see marketing compared to how she does now
• How Janet structures her marketing to fit the way her brain works
• Why Janet considers it imperative to continue to “show your face” as an older woman
• How she allows her community to deal with trolls. 
• How we’ve all got a reason to show up

Important Links

Find Home Grown Primal’s products here

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.

If you are a small business owner who’s the face of your business, and wanting to build a profile using podcasts and media coverage, taking the time to create a media kit can help you do just that.

In today’s podcast, we explore how to articulate your unique selling proposition, values, and mission within the media kit.

We also cover what visual branding elements you need to include to help build your brand identity, and what other accompanying images and logos you need to have to accompany it. 

We’ll also talk about how to tailor your media kit to fit different purposes and make it work with different audiences. We’ll also talk about the most important demographic information, statistics, testimonials and social proof you need to include. 

You’ll need to think about what you want to be known for before you start creating your media kit. Once that’s worked out and you’ve got your kit created you’ll be ready to pitch, guest and speak on both virtual and actual stages anywhere. 

In this episode we cover:

• What a media kit is
• Why small business owners would consider having one
• What else you should have on hand
• What goes into a media kit
• What you do with is once you’ve got it
• How I’ve been using my media kit since making one six months ago

 

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.

I can’t believe that I had no idea ChatGPT was on the horizon a year ago. 

Now I use it everyday for our business and with my coaching and strategy clients to help them create compelling content

What I don’t want them (or you) to do is create crappy generic content. I’ve lost touch of how many landing pages, blogs, websites and posts I’m seeing written with a distinctly AI feel to them.

I WELCOME it.

The more a small business owner pushes out generic AI content, the more our stuff will shine out.

They are making it easier for us!
There are some super clever ways to use ChatGPT and still use your own words, voice and feel.

I reckon I’ve got a great working knowledge on them but I know that my guest today, Michelle Lange is the master of getting the goodness from ChatGPT and is using it super creatively.

We’re going to take a look at the wide array of different posts and content she creates. 

You’ll be able to pick up and use her ideas with your content and it won’t look AI generated. 

Which is amazing right?!
As marketers we both see it’s not necessarily a time saver as it’s a brain saver. It helps you use your brain more creatively and removes some of the adminly content planning side that saps our energy.

So grab some headphones and start listening. Michelle’s definitely got some clever tips in store for you today.

In this episode we cover:

• How Michelle got started with content creation
• How the brand voice is key to standing out in your marketing
• Why Michelle needs long form content for her social media content creation
• How to talk to ChatGPT
• What types of content it can help create
• How to get better results from it
• What I’m also using it for 

Important Links

Connect with Michelle on Instagram

 

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.

Things are hard out there for many small business owners right now. 

And I’m finding more and more small business owners are freezing, and spending more time freaking out than actively taking action to generate sales.

If that’s you, or you don’t want that to ever be you, this episode is for you.

 

I want you to be doing two core things at all times in your marketing. 

1. Finding a way to get new sales today and..
2. Laying down foundations to make number one much easier in the future.

While we have also noticed we need to market a “little harder” at the moment, we’re still getting regular leads and sales coming in from the marketing work we laid down before we had to

 

So today we’re talking reactive and proactive marketing,

I’m going to give you things you can do now to react against the need for sales and get some growth now.

And give you some ideas to lay down some insurance to make it easier next time there’s a tricky bit

We also cover what ratio this should be in different seasons of your business.

So… let’s get the emergency marketing sorted AND build something for a more relaxed and less stressful future in business

 

In this episode we cover:

• Why we need to consider reactive and proactive marketing
• Why some people get stuck in an endless pain loop of marketing
• What your priority today is
• Why sometimes getting hyper personal might be your ticket out of stress
• What to do instead of discounting all of your offers in a firesale approach
• How to add an insurance policy to the future of your business
• Why we need to always have a ration of reactive and proactive marketing and what that looks like in each season

 

 

 

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.

If you are the face of your brand, you suddenly find there’s a whole lot of other things you need to think about. And one of them is your wardrobe.

We’ve talked before about home. It is important to have a brand shoot, and wear clothing that reflects your brand in shots. But to really make your brand zing, it will go deeper than that.

Developing (or even just identifying) what your style is, and then how to show that in your clothing can help you send a powerful message about who you are, what you love and how you choose to express that.

Emma John aka EJ is a trained personal stylist who’s passionate about helping women unleash their confidence in themselves through style and specializes working with women  in midlife. 

Her focus is working with women both face-to-face and in an online setting to help them find their style, make the most of their wardrobe and most importantly - BE THEMSELVES. If it’s helping you feel good, makes you feel happy and good - it’s good for you.

And yes, it is possible to do that even without a massive budget!

One of her pet peeves is people having to try and live up to fashion rules. If it’s something you love and feel good in it, then ignore the rule!

What’s Emma’s style? Well she calls it “Maximalist Chic with a Hint of Head Librarian on Acid style” This means no day is the same and colour is ever present!

In this episode we talk through creating your own style, why it’s so important to use as small business owners who face our brands, the power of feeling good in the clothes you are in, and why it can help you feel better even on the hard days.

Two days before we recorded this podcast two people told me they’d chosen to work with me after learning from me BUT they first started listening and wanting to engage when they noticed my dress first - it told them “This person is my kind of person”

Our brand story can be enhanced by the clothes we wear…

So let’s talk about how you can develop a style that complements your business story. 

In this episode we cover:

• What Emma’s style story actually means and why you need one yourself
• What’s important in developing a style
• Why this can be a powerful part of building your brand
• How to dress after your body has gone through changes
• What to do if you’re on a budget
• How to start being braver with colour
• Why it’s never too old to make changes

Important Links

Get Emma-Jane John’s free 50 before 50 checklist

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.

Pricing right isn’t just about making sure we make some money (that’s the bare minimum expectation). It’s also about sending a message that you’ll marketing will build out about who you are selling to, what you are selling and why you’re the best option at that level of pricing

 

Setting yourself too low and providing a high value product or offer may mean people don’t trust you enough to buy it. Or setting your price high, and now having a brand that can carry your pricing might also become a problem

 

We walk though my pricing triangle model to help work out what you need to consider at the three core levels of pricing. 

 

Then we take a look at service based businesses and whether you fit a done for you, done with you, or You do, I guide, model and what that means for your pricing too. 

 

If you struggle to work out how to place yourself in the marketplace, this podcast will help you clarify your pricing, your value and your positioning. 

 

In this episode we cover:

• What message you send by your pricing
• Why your offer needs to be set by your time, the size of the audience, and the type of offer
• What you need to think about when setting your pricing
• What mistakes people make when setting their pricing too low.
• What you need to be prepared for with selling higher ticket items
• How you need to consider pricing as a service based business, looking at the three core options

 

 

 

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.

Shifting the needle in your business -with Sarah Greener

 

If you feel like your business is taking over your life, the “I’m too busy” refrain is living in your head and you just need to get some peace to sort out your head, this podcast is for you.

 

Sarah Greener works with women (and men who are comfortable in women’s spaces) who are business owners but also managing what she calls the "second shift” of running a home, raising a family, caring for others. 

 

Sarah helps these business owners find space in their life for their own wellbeing, helps them work out how to say yes to what is really important, and helps them stop being the ‘single source of truth” in their business, and their homes. 

 

In this episode we talk about why it’s so important to make an “I don’t” list, to start saying no unless it’s a big YES, and why outsourcing somewhere in your life is going to make the important parts of your life better.

 

If you’re stuck on the treadmill of busy, or being all to everyone, and you don’t know how to stop, then Sarah’s story and journey will make you start to think about how you can start pulling the right levers to make positive change and grow a business that’s not taking over every moment of you life and mind. 

In this episode we cover:

• What we are really saying when we say “I don’t have time”
• The mistake most small business owners make when it comes to running a business
• Why paper and a pen is your new best friend
• Why you should outsource before you feel ready to
• Why our time needs to be on shifting the most important levers.
• How to work out what your critical first steps are
• Why we should all have an “I don’t” list

Important Links

Work with Sarah Greener

 

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.

Most regular listeners will know I love talking content marketing, and while I know just how important analytics are, we don’t spend a huge amount of time talking about them

 

However the change from Google Analytics to G4 is a huge move, which requires a little work from your end, and some massive changes to your reporting

 

G4 will help you have greater visibility on how people are seeing your website, and allow you to make changed based on the learning G4 is making all the time around best practice and improving conversions

 

In this episode we go through the key ways G4 will help your business, how often you should be looking at improving your website, and how to get G4 measuring actions on your website. 

 

This is a huge analytics update, and this episode will help you understand it better.

 

In this episode we cover:

• What G4 is and why it’s replacing Google Analytics
• What the benefits of G4 is
• Why you need to think about what you want to measure
• What G4 will help you do better
• Why you need to get it installed
• How to activate G4
• How G4 will protect privacy 

 

 

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.