The Emily Osmond Show

Fernanda Alberici is a Digital Marketing Strategist, Elite certified Facebook Ads Expert, Speaker, and the founder of Fab Marketing.

Fernanda helps service-based and e-commerce businesses stand out online, attract a consistent influx of leads and customers, and grow a profitable business using tried and tested Facebook and Instagram advertising strategies.

I first connected with Fernanda when she joined my membership The Modern Marketing Collective several years ago, and it has been a pleasure and joy to see her continue to evolve and grow her own business over the years.

In this episode, we speak about:

1. The catalyst behind Fernanda starting her own business
2. What Fernanda’s early business version looked like compared to today’s version
3. The decision that Fernanda made that really saw her business take off 
4. The different offers that Fernanda sells in her business (including the new one that she is about to release)
5. Why mindset is Fernanda’s biggest challenge and what she does to keep moving forward despite this
6. The three core very practical and tangible strategies that Fernanda uses to attract more leads and sales to her business
7. The importance of and power of having a sales funnel that is tested and converts (and how it will help you sleep better at night)
8. What’s working best right now when it comes to Facebook and Instagram Ads for e-commerce and service-based businesses.

CONNECT WITH EMILY

Website  |  Instagram  |  Facebook  | LinkedIn

Get my free marketing training, templates and resources at emilyosmond.com/free

Join the waitlist for my membership, The Modern Marketing Collective.

There’s a great little feature on Instagram that you might not yet be aware of - or if you are aware of it, you may not be using it in the most strategic way possible.

I’m talking about Instagram’s pinned posts feature.

You can pin up to three of your posts to the top of your profile on Instagram, which means that these are the first pieces of content that people will see when they land on your profile.

So what content exactly should you be considering pinning there?

That’s what we’re exploring in today’s episode!

CONNECT WITH EMILY

Website | Instagram | Facebook | LinkedIn

Get my free marketing training, templates and resources at emilyosmond.com/free

Join the waitlist for my membership, The Modern Marketing Collective.

How exactly do you go about preparing to leave a corporate job to transition into your own business? Is there a right time to make the move? What type of buffer should you have in place - if any? And how can you attract clients from marketing your business online - in a way that feels good to you? Well today’s guest on The Emily Osmond Show answers these questions and more!

My guest is Gulinka Shadinuowa - a personal stylist based in Melbourne, who helps women find their authentic personal style without the wardrobe overwhelm and excess.

Gulinka has been a member of my membership, The Modern Marketing Collective for four years! I have absolutely loved seeing Gulinka’s confidence and business grow and evolve over this time. 

You’ll find Gulinka at styledbygulinka.com and on Instagram where you can check out her excellent content at @styledbygulinka.

CONNECT WITH EMILY:

Website | Instagram | Facebook | LinkedIn

Get Emily’s free marketing resources at emilyosmond.com/free

Join the waitlist for The Modern Marketing Collective.

I’m not going to sugarcoat it: I have found the past few months pretty hard!

The last episode I recorded about business and a baby was when Lando was four months old. He had slept for a lot of the day up until about three months, and at the time I recorded that episode, I was getting to grips with no longer having pockets of my day to dive into work.

This coincided with the end of the time that I had prepared for taking my own version of maternity leave - about three months. With Lando due in September, I had most of my content planned until the rest of the year, podcast episodes relatively organised with some re-casts happening, and with December typically being a quieter month in my business each year, I thought I would hit the ground running in January.

Well in this episode, I discuss how exactly that plan went and what I have found best and hardest about the past few months, with Lando almost one year old now.

CONNECT WITH EMILY:

Website  |  Instagram  |  Facebook  | LinkedIn

Get Emily’s free marketing resources at emilyosmond.com/free

Join the waitlist for The Modern Marketing Collective.

Some of the really valuable insights that I teach inside the Modern Marketing Collective centre around four categories of content that every business needs. These are connection, credibility, value and promotion, and today I’m talking about how to apply each of these specifically to your website.

Understanding these four categories will be super helpful for everything marketing related, from posting on Instagram and creating your newsletter to how you structure your offerings and content across your entire business. 

CONNECTION 

Connection is all about building loyalty and likeability. Research shows that 86% of consumers say that authenticity is a key factor when deciding what brands they like and support. This means that it’s really important to show people who you are so they can see who is behind the business. 

The ‘About’ page is one of the most visited pages of websites, which gives you an opportunity to bring yourself into your brand and build connection with your audience. If you haven’t already, make sure you include a photo of yourself and tell people a little bit about what you value. This is one of the amazing benefits that small business has, as opposed to larger corporations, because you can really build your unique personality into the business. 

CREDIBILITY 

Building trust is huge when it comes to building community and ultimately, making sales. 70% of people will trust a recommendation from someone that they don't even know, which means that

awards, testimonials, case studies, reviews, and media features are really, really powerful. 

You might already have some of these included on your website, and if you don’t, start gathering some of these items and start weaving them throughout your website. You can get quite intentional and specific here in terms of boosting your credibility when it comes to the different pages on your website. For example, I have podcast reviews and statistics on the ‘Podcast’ page on my website, which helps build credibility for my show. 

VALUE

This category is all about understanding how to craft your message and make it crystal clear the transformation you offer, the problems you solve and the solutions you provide to your audience. Think about how you can showcase the value that your business brings.

Messaging is absolutely key because it’s something you apply everywhere, from social media to emails, your bio to your website content. Establishing the right messaging can be a challenge, but when you are able to simplify and break it down to make it really clear, your audience will know exactly what you are offering and how you can help them.  

PROMOTION

I like to think of selling as an invitation and this is something you should absolutely be including all throughout your website. Don’t have any dead ends on your website! 

Be really intentional about what pages you are linking people to. What is the next step in their customer journey? Make it really clear and explicit through your language and also the layout of your website. 

Your services and offerings aren’t going to be for everyone, but by crafting a website that truly shows who you are, what you are offering and exactly how you can help people, you are setting the scene to help build trust and the demand for what you have to offer.

LINKS: 

Apply to join the Elevate Business Retreat here! 

Check out Emma Troy’s Showit templates here, and use my affiliate code VIPEMILY for $100 off your purchase. 

Previous episodes mentioned:

• The Four Types of Content Every Business Needs
• How to create a high converting website in 2023 with Emma Troy
• 9 elements of a high converting opt-in page

Join The Modern Marketing Collective to get booked out with clients: emilyosmond.com/collective

Discover your Marketing Personality Type in my free quiz, plus the specific resources to maximise your specific superpower! www.emilyosmond.com/superpower

Free Online Class: The 3 steps to turn your followers into clients

• Website: https://emilyosmond.com/ 
• Instagram: https://www.instagram.com/emilyosmond/ 
• Facebook: https://www.facebook.com/emilyclareosmond 

Building out your email list continues to be one of the most fundamental ways to grow your online business. Communicating with people through regular newsletters helps to build trust and draw people into your world. 

But email addresses are a high commodity and a lot of people are wary of giving out their details. Today I’m talking about 9 elements to consider when creating your opt-in page so that your freebie actually works for your business to create conversions. 

WHAT EXACTLY IS AN OPT-IN PAGE?

You may have heard of the term lead magnet, which is usually a freebie that people can get access to. The opt-in page is where someone can pop in their email address in order to obtain the lead magnet. The goal is to make sure that you are maximising the results for your business from that page. Here are some ways to do it.

CAN I HAVE YOUR ATTENTION PLEASE? 

The first point to consider is having a bold headline that grabs the attention of your target audience. It’s important to be really clear here about exactly what your promise is and what it is that you’re providing. 

Underneath the headline, include a subheading to give a little more detail about what you’re providing. Explain the benefits of WHY someone should want this freebie. How will it help them and what problems will it solve? 

Next is the call to action. This is the button people actually click to download the lead magnet. Make sure this is bright or in a high contrast colour so that it’s really obvious what people need to do in order to obtain your freebie. And be creative with the copy here. Make it really clear and enticing, like “Yes, give me it now!”

WE LIVE IN A WORLD OF DISTRACTIONS. KEEP IT SIMPLE

It’s tempting to want to include every little detail and loads of graphics on a page, but most of the time, less is more. Keep your opt-in page really simple so that you can minimise, or even better, completely eliminate, distractions. You just want to provide one really clear action for people to take, which is to submit the form and opt-in.

In terms of the actual form, keep this simple too. People don’t want to spend a lot of time filling out details so my advice is to stick to the bare minimum. This might vary depending on the needs of your business, but in a lot of cases, a simple first name and email address will do. 

COMMUNICATING THROUGH IMAGERY AND CLIENT TESTIMONIALS

Think about how you can illustrate or represent your lead magnet through the imagery on the page. Make it tangible so that people can visualise what they’re going to get when they opt-in. 

A bonus tip here is to make sure you create a level of consistency with your website aesthetics, ensuring that it makes sense with your brand instead of being really different or unexpected. This helps to build trust with your audience and leaves no surprises which might turn them away. 

Another way you can really build trust and help people understand what your offer will provide is to include social proof through the form of reviews, comments and feedback you’ve received in the past. Social proof can be so powerful because it helps people see that other people trust you. It shows them that someone else opted in and had a good experience, which means they will too. 

WHAT IS THE DATA SAYING?

When it comes to marketing, everything is iterative. Have a look at the statistics behind your opt-in page to see what the opt-in rate is. Think about how you can make it better and what you could do to create even more conversions. This is where you can test, refine and tweak the page to find out what works and what doesn’t work. Remember, keep it simple and do one thing at a time so you can really collect data on what is helping. 

The most important thing is to put your offer out there, instead of holding yourself back while you aim for perfection. Connection over perfection is what it's all about!

LINKS: 

Sign up to my Elevate Business Retreat Waitlist here! Applications open on the 29th of May. 

Check out Emma Troy’s Showit templates here, and use my affiliate code VIPEMILY for $100 off your purchase.

Join The Modern Marketing Collective to get booked out with clients: emilyosmond.com/collective

Discover your Marketing Personality Type in my free quiz, plus the specific

resources to maximise your specific superpower! www.emilyosmond.com/superpower

Free Online Class: The 3 steps to turn your followers into clients

• Website: https://emilyosmond.com/ 
• Instagram: https://www.instagram.com/emilyosmond/ 
• Facebook: https://www.facebook.com/emilyclareosmond 

Welcome to the world of web design in 2023, where creating a high-converting website is crucial for online success. We’re so lucky to be joined by Emma Troy to help decipher the must-haves and what to avoid to create a converting website machine for your service or product-based business! 

INTRODUCING EMMA TROY

Step into the digital realm where creativity meets technology, and websites come to life with captivating designs and seamless functionality. Meet Emma Troy, the brilliant designer behind Emma Troy Designs, a creative powerhouse specializing in crafting stunning websites that leave a lasting impression.

Emma Troy is an exceptional web designer and Showit design partner for creatives, coaches and entrepreneurs, and adventurers. Emma has a remarkable ability to blend artistic vision with technical expertise and has helped me design my very own website. Through her work, she invites you to embark on a journey where aesthetics and user experience combine to create websites that are visually captivating, high-converting and user-friendly.

WHAT IS A HIGH-CONVERTING WEBSITE? 

Emma explains a high-converting website is when a user on your website is compelled to take action, so they'll click a button in the hope to book, buy, download or learn more. Ultimately it’s the end goal of a website. A conversion-optimised website is a clever combination that mixes design with psychology and conversion optimisation - this is the brains of your website. It’s super important to think about the user experience whenever a potential client is surfing through your pages because it’s the magic dust that makes your website really visually appealing and consistent with your brand.

WHERE DO I START?

Emma walks you through the essential steps to create a website that not only captures attention but also converts visitors into valuable customers. She is the absolute best at this because she is helping her clients every day to transform their boring brands and bland websites into magical money-making masterpieces. 

Emma will walk us through all of the dos and don’ts when building your website to encourage your clients to spend more time on each page and click on each Call to Action button. 

So if you feel stuck when deciding what to include on your Home page, what to write in your About page, how to design your Offers page, how to stay consistent with your brand and colours, and what your Navigation pane should look like - tune in because Emma is filling us in on everything you need to know to create a high converting machine. 

And remember, Emma has truly beautiful templates on her website that you can check out that are super easy to use and will make your website look incredible with very minimal effort on your part!

So, grab a cup of coffee and let's dive in.

LINKS: 

Where to find Emma Troy: 

Website: https://emmatroy.com.au/ 

Instagram: @emmatroydesign

Check out Emma’s Showit templates here, and use my affiliate code VIPEMILY for $100 off your purchase.

Sign up to my Elevate Business Retreat Waitlist here! Applications open on the 29th of May. 

Join The Modern Marketing Collective to get booked out with clients: emilyosmond.com/collective

Discover your Marketing Personality Type in my free quiz, plus the specific resources to maximise your specific superpower! www.emilyosmond.com/superpower

Free Online Class: The 3 steps to turn your followers into clients

• Website: https://emilyosmond.com/ 
• Instagram: https://www.instagram.com/emilyosmond/ 
• Facebook: https://www.facebook.com/emilyclareosmond 

Today, I wanted to chat with you about something that I know many of us struggle with - imposter syndrome.

ARE YOU FEELING LIKE YOU’RE JUST NOT GOOD ENOUGH?

I’ve definitely struggled with this during my career. It's that awful feeling of self-doubt and inadequacy that creeps up on you when you're trying to achieve something new or step outside of your comfort zone. You might feel like you either don't deserve the opportunity or success you've achieved or that someone is going to find out that you're not as good as they think you are.

IT’S A PART OF THE ENTREPRENEUR’S JOURNEY

Entrepreneurs face imposter syndrome no matter where they are in their business journey. We're always pushing ourselves to create, take risks, build something new, and stand out. It's so easy to feel like we're not good enough, not qualified or not experienced enough to do all of that.

YOU ARE NOT ALONE

Now I want to remind you, you are not alone in this feeling and it absolutely doesn't mean that you're not capable of achieving your goals. In fact, imposter syndrome can actually be a sign that you're doing something right. It means that you're pushing yourself out of your comfort zone and trying new things – as long as you’re not letting it stop you in your tracks.

REFRAME YOUR THINKING

I’ll take you through a simple mindset shift that I have used to help reframe my feelings surrounding imposter syndrome to start taking advantage of every opportunity and make those leaps forward.

Remember, imposter syndrome is only a feeling and not your reality. Don't let it hold you back from achieving your dreams and creating something amazing. Keep pushing yourself, learning, and growing.

IT’S TIME TO ELEVATE!

I’m also sharing some very exciting news about the new Elevate Business Retreat coming up! So make sure you stay tuned in to hear all of the super exciting details! 

LINKS: 

Sign up to my Elevate Business Retreat Waitlist here! Applications open on the 29th of May. 

Join me for my Instagram Workshop on 9th May

https://emilyosmond.com/workshop

Join The Modern Marketing Collective to get booked out with clients: emilyosmond.com/collective

Discover your Marketing Personality Type in my free quiz, plus the specific resources to maximise your specific superpower! www.emilyosmond.com/superpower

Free Online Class: The 3 steps to turn your followers into clients

• Website: https://emilyosmond.com/ 
• Instagram: https://www.instagram.com/emilyosmond/ 
• Facebook: https://www.facebook.com/emilyclareosmond 

My guest today is Sara Jade, owner and founder of SJ&Co, a boutique hair salon in Northcote, Melbourne. Having been in business for 15 years, Sara Jade has so much insight and wisdom when it comes to business. She has taken her salon to the next level by reimagining, simplifying, downsizing and getting really clear on what she wants. 

LETTING GO OF HER EGO TO MAXIMISE HER HAPPINESS

At the peak of her business, SJ&Co had 14 staff but Sara Jade was constantly drowning in debt from paying wages and the cost of product wastage. With the help of a business coach, Sara Jade stepped back to analyse her business and realised that the biggest thing to let go of was her ego. Once she let go of the need to prove that she was successful, Sara Jade was able to completely simplify her business down to two staff, putting her back on the tools and doing what she loves most. By taking away everything that wasn’t working, what remains now for Sara Jade is a thriving, simplified business and life. 

A REMINDER OF CONNECTION OVER PERFECTION

Not only is she my hairdresser, but Sara Jade is also a member of the Modern Marketing Collective. Sara shares how diligently working through the modules gave her the confidence to back herself and focus on connection with her clients instead of trying to do everything she thought she had to do. 

INTENTIONAL DECISIONS AND TAKING RISKS

A hair salon is quite a traditional business, so when Sara Jade decided to replace the receptionist role with her own app, it came as a surprise to a few customers. But, Sara Jade knew that the most important thing was to serve her ideal clients in the best possible way. 

A lot of Sara Jade’s clientele are busy CEOs and CFOs so she opened her books to accommodate early morning appointments and made booking simple. She also created an account with two local cafes so clients can pre-order a coffee instead of her having to spend precious time in the kitchen. 

Another huge change Sara Jade made to her business was removing apprentices and focusing on colours and no longer prioritising cuts. These creative changes were risky for the industry, but this iteration of the salon has not only simplified Sara Jade’s life but also enables her to provide an amazing service to her clientele. 

YOUR BUSINESS ISN’T FOR EVERYONE…AND THAT’S OKAY!

If you’re a business owner and thinking about downsizing or simplifying your business, you might have some fears or concerns around how to go about it. And perhaps you’re wondering if people would respond well to the changes that you make. The truth is, your business isn’t for everyone and that’s okay! 

One thing Sarah Jade has done so well is understanding what works best for her and implementing some really creative and somewhat drastic changes to her business to make it work. When you service your people, you attract more of your people and that’s how you build your brand.  

Connect with Sarah Jade:

Website: https://sjandco.com.au/

Instagram: https://www.instagram.com/sjandco.au/

Join me for my Instagram Workshop on 9th May

https://emilyosmond.com/workshop

Join The Modern Marketing Collective to get booked out with clients: emilyosmond.com/collective

Discover your Marketing Personality Type in my free quiz, plus the specific resources to maximise your specific superpower! www.emilyosmond.com/superpower

Free Online Class: The 3 steps to turn your followers into clients

• Website: https://emilyosmond.com/ 
• Instagram: https://www.instagram.com/emilyosmond/ 
• Facebook: https://www.facebook.com/emilyclareosmond 

Today I'm joined by Tanya Castellino, the founder of Life's Little Celebrations and member of The Modern Marketing Collective. Her business has promoted and supported kids' event vendors for the past 12 years and during this time, she has launched the Celebrate Society Membership for Kids Party Suppliers, the Celebrate Conference, and a magazine called Celebrating Little Ones.

SHE LAUNCHED A MAGAZINE? TELL ME MORE!

Celebrating Little Ones is a FREE online magazine that brings together the best party vendors, party products, real party features, interviews and more for kids' parties. This is THE kid's party magazine in Australia, solely focusing on children’s celebrations. 

WHAT DOES A MEMBERSHIP FOR KIDS' PARTY VENDORS INCLUDE?

Life’s Little Celebrations offers membership and network for vendors in the kids' party industry and small business owners who provide products or services for kids' celebrations and offer them amazing support and a really connected network. Tanya has had her business featured in publications such as Donna Hay Magazine and The Practical Parenting Magazine, and she's also been chosen as a judge for the Party Stylist of the Year Awards.

TANYA’S JOURNEY

We chat about what it's like running a membership, how she manages that one, what's involved, and how her business has evolved over the years from starting as a blog to the online resources and now, as the membership, the conference and the magazine. We also discuss how Tanya has made this work as she has raised her four young children, the challenges that she's had along the way, her advice to others that are looking to build their own successful businesses and what's next for her. 

BALANCING RUNNING A BUSINESS AND MOTHERHOOD

Tanya is a mother of four and lives in Sydney. Tanya previously worked in human resource management and secondary teaching before becoming a mum and delving into the much more exciting world of kids' events. 

Being a mother and an entrepreneur can be both rewarding and extremely challenging. Finding the right balance between these two roles can sometimes feel like a juggling act and Tanya shares with us how she has built such an incredible business with the support of her family. She set realistic expectations for herself and her business and understood that you can’t do everything all at once and it’s okay to ask for help. There may be times when you have to prioritise one role over the other and that’s when Mum Guilt will often rear its head but if you chat to your kids about why you’re busy running your business you can instil in them amazing values and inspiration of running their own business one day. 

REMEMBER TO BE PRESENT

I learned so much from this conversation with Tanya. Try to remember how precious our time is. If you’re with your family or working in your business, try to be fully present and engaged. I know it’s easy to feel guilty that you’re not working full time in your business and answering every email immediately, or not spending every evening with your children but you’re only one person and you’re doing an incredible job so give yourself a break! 

Enjoy!

LINKS: 

Connect with Tanya Castellino: 

Website: https://lifeslittlecelebrations.org/ 

Facebook: @lifeslittlecelebrations 

Instagram: @lifeslittlecelebrations

Join The Modern Marketing Collective to get booked out with clients: emilyosmond.com/collective

Discover your Marketing Personality Type in my free quiz, plus the specific resources to maximise your specific superpower! www.emilyosmond.com/superpower

Free Online Class: The 3 steps to turn your followers into clients

• Website: https://emilyosmond.com/ 
• Instagram: https://www.instagram.com/emilyosmond/ 
• Facebook: https://www.facebook.com/emilyclareosmond