The Online Prosperity Experience

The ORB Framework

Whether you're sitting down for the first time to create a marketing strategy for your new offer or brainstorming where to allocate $100k in the additional budget this year, you'll have to wade through the plethora of strategies and tactics available today.

Newsletter referral program, editorial blog posts, programmatic SEO, PR stunts, engineering-as-marketing, TikTok, Whitelisted Influencer marketing, Twitter threads... the list goes on and on and on.

I've found that marketing strategies and tactics can be broken down into three main categories: Owned, Rented, and Borrowed. In other words, you have lines of communication with an audience that you either own, rent or borrow. 

All are viable ways to reach your intended audience and have their place in the overarching marketing plan.

When you look at those three categories together, you get a handy framework to create a winning marketing plan.

Here’s what the ORB Framework is and how you can use it for any business or marketing campaign.

Demonstrate Marketing with Love to your clients

Marketing with Love

Why should you care?

People’s BS meters have evolved. And with this evolution comes scepticism.

Sneaky tactics and fear-mongering aren’t going to win you any fans. We live in a world of sophisticated and savvy consumers who demand genuine connections.

But, what is Marketing with Love?

Marketing with Love IS:

Building meaningful relationships

Offering real value

Nurturing over selling

Delivering on your promises

Serving the right people

Marketing with Love is NOT:

Grinding out meaningless emails to fill people’s inboxes

Rationalizing pushy sales tactics to serve your own needs

Executing cheap tricks to sell a product

Eliminating your fans’ needs to focusing on your bottom line

Deceiving people about who you are.

Align with your mission, vision, and purpose. Then share your story; we promise you’ll win the RIGHT people’s hearts!

Tips on How to Build Customer Loyalty

Customer loyalty can help your business boom in the best of times, but it can also help you survive in tough or challenging times.

• Customer loyalty is especially important during the pandemic, as consumers are extremely conscious of their budgets.
• Repeat customers tend to spend more money on your brand than new customers because they trust your business.
• Retaining customers is about five times cheaper than recruiting new customers.
• This Podcast is for Coaches, Consultants and Small Business owners who want to increase their brands’ customer loyalty in tough times.

As a business owner, you know your customers are the reason for your business.

That’s why it’s important to consider your customers in everything you do. Your customers’ needs should be at the forefront of your business.

This will not only drive more sales but also build customer loyalty for the long haul.

Here’s why cultivating customer loyalty is important and tips on building it.

A good lead-nurturing strategy can drive many positive results for your business.

• Lead nurturing is a strategy that coaches, consultants and small businesses use to maintain and grow relationships with potential customers.
• Lead nurturing can help you gain your audience’s trust and increase sales.
• There are several lead-nurturing strategies you can try, such as focusing on content marketing, using data to target prospects by email and learning more about your audience via surveys.
• This podcast is for coaches, consultants and small business professionals who want to build stronger relationships with customers via lead nurturing.

Nurturing leads is important to the growth of any business. According to Forrester Research, companies that are successful at nurturing leads generate 50% more sales-ready leads at a 33% lower cost.

However, lead nurturing can fall by the wayside for many coaches, consultants and small business owners.

If you haven’t already implemented a lead-nurturing strategy, you should consider doing so.

But before you get started, make sure you understand why lead nurturing is important and what strategies you can apply to your own business.

What is lead nurturing?

Lead nurturing is when businesses build relationships with prospects. It is an important aspect of inbound marketing, which is the use of content marketing, social media and other online communications methods to attract customers’ attention.

When a potential customer finds your business, they may not be ready to purchase your products or services.

Nurturing leads is an effective strategy for driving sales because it can keep you top of mind for prospects so they come back when they are ready to purchase.

Lead nurturing is similar to any relationship: The more you put into it, the more you get out of it. But if you fail to strengthen a relationship, then you’ll naturally drift apart.

Everyone Is Not Your Customer: That’s OK

Narrowing your focus to a niche market helps your business find better customers.

• To determine who is your customer, you should create buyer personas that summarize your target audience’s demographics, wants and needs.
• Creating a buyer persona means researching your customers and competitors, determining your audience’s needs, and assessing how your product’s benefits overlap with these needs.
• Knowing who your customer helps you narrow your marketing needs, develop a competitive specialty, and adapt to your customer’s changing needs.
• This Podcast is for coaches, consultants and small business owners who want to learn all about their customers to reduce their marketing spend to $0.

Starting a business as a coach or consultant is an exciting time, and it’s understandable that you want to introduce your new services to the world and believe that everyone – young or old, male or female, urban or rural, you name it – needs what you’re selling. 

As a small business owner, you should feel enthusiastic about your business and confident about what it has to offer, and you need to be an evangelist for your business.

But believing that everyone is your customer is counterproductive because you’ll spend a lot of time, energy, and money trying to reach people who just aren’t interested. 

Direct marketing vs Brand Marketing

Do you know the difference between direct marketing and brand marketing? ⁠

Direct marketing is intended to drive an immediate customer response.

• It could be the advertisement of a sale or promotion,
• the opportunity to get something now if you sign up today
• the offer can be short term or it can just be a very clear call to action, such as ‘the first 10 people that register will receive abc’,
• it simply calls for an immediate response from the customer.⁠

Brand marketing is a long-term approach to marketing.

• It’s everything that goes into building your brand,
• it builds awareness and allows people to get to know you while feeling less like they are being ‘sold’ to.

Brand marketing allows you to demonstrate

1. who you are,
2. what you stand for and
3. what you do.

It adds value and invites conversation, it builds relationships and connections between you and your community – it harnesses trust, and remember, no one will buy from you if they don’t first trust you.⁠

Both direct and brand marketing are important when it comes to laying out your marketing strategy, however, it’s important to get the mix right

If people feel like they’re just constantly being ‘sold’ to by you, they’ll no doubt eventually turn the opposite direction however it’s important that they do understand what you do and how they can work with you.

So make sure you add lots of value, let people get to know you, and love your community hard, but don’t forget to remind them what you do and how they can work with you every so often, you’re a business, and they know that they’ve joined your community because they value you what you do, imagine the value you could add if they had the opportunity to work with you.

So your job is to develop your marketing strategy, but if you want to take your business to the next level you need to create a brand that will make your team, clients and suppliers happy.

I hope you understand the difference between branding and direct marketing and that this podcast will help you in promoting your business. Thank you

There is no one size fits all.

Building a great, work-appropriate wardrobe that fits your body and personality may send a louder message than you thought. It will show you're in command, confident, bold and friendly.

The ideas we have about certain images shape how we act around them. With this in mind, enter sales meetings wearing an outfit you and your clients associate with success in your industry.

For many Coaches, consultants and small business people, that means a suit.

Think of your clothing as a costume, and when you put it on, you're in character.

The first thing to think about, and the most important, is

• what story are you telling?
• What do you want your audience to know about you?
• How do you want them to feel?
• How do you want to feel?

I know it feels like a big question but it will help guide you to the right answer, and it might bring up some not-so-obvious answers!

If you’re just looking at the outfit alone, it might not make sense, but once you know the story behind it, it absolutely makes sense.

So, before you decide what to wear, think about YOUR story.

Finally, go with what feels comfortable! If you hate wearing jeans, don’t wear them to your shoot – the more comfortable you feel the easier you’ll move, and the easier you move the greater the shots your photographer will capture.

Have fun, be yourself and you can’t go wrong!

Shoestrings inside…

• Are you looking for ways to find clients without investing thousands into business coaching programmes?
• Do you want to connect with other entrepreneurs in the same boat as you?
• Find people to collaborate with, grow your audience, get some direction from and create a robust support system?

 …all whilst maintaining a shoestring budget?

 If the answer is yes, then check out what I've got for you inside this podcast episode today...

Believe me when I say ‘I get it’… When you’re running a business (or starting a new one) you don’t always have a lot of money to put towards marketing, and while you know that you need to be doing something to get your business out there to attract those clients, you might not be sure where to start.

Thankfully, there are so many amazing things that you can do that can really make an impact and grow your brand that won’t cost you a fortune, or anything at all – here are just some of my favourites:

1. Social Media: I know, it seems obvious, and it kind of is, if you have a business and no social media presence you’re already losing out. The key here is to pick the right platforms and remember, you don’t need to be on them all. My top tip here is to focus on one or two platforms and do them well. Stay consistent, post, engage, comment, and be active – don’t post and ghost! Once you master the first one or two, you can then think about adding another channel. Get organised, have a strategy, know what you’re saying and when you’re saying it and know exactly WHY you are there.
2. Email marketing: If you don’t have an email list, it’s time to get one! When someone joins your email list they are opting to hear from you because you have proven you have something valuable to say, I’d also say it means they trust you and the information you will be providing them. These people should be nurtured, love them hard, and provide them with so much value that when they do decide that they need a product or service just like yours, it will be yours they choose!
3. Start a blog: Content marketing is so incredibly valuable, it’s good for your brand, it helps to position you and a good blog can help to improve your SEO. Share your blog (or snippets of) throughout your social media channels, send it to your email list, share to your google business listing and Pinterest (which is a search engine, not social media) – and drive everyone back to your website.

And remember, you don’t have to do it all – don’t let marketing overwhelm and consume you, it should be fun, you’re speaking on a topic you know so much about. You can start by picking one to two activities to get you started, and then incorporate something new once the first are up and running.

Marketing on a budget allows you to get creative and think outside the box, it’s an opportunity to do things differently.

And finally, my last tip is, whatever you do, don’t blend in. Stay true to your brand, stand out and allow people to see your personality, it will set you apart.

If you’d like to discuss how I can help you create a custom marketing plan for your business please get in touch.

Grow your company while keeping your existing customer base.

• It generally costs five times as much to acquire a new customer as it does to retain an existing customer.
• Use CRM software to keep customer order histories and create email marketing campaigns to send pertinent information.  
• Tiered loyalty programs encourage customers to spend more to get to the next level of perks.
• This podcast is for coaches, consultants and small business owners who want to grow their companies while keeping their existing customer base.

Customer Retention Strategies is the perfect guide for any small business that wants to maximize its customer base and reduce lost clients.

With insight into the facts and figures of customer churn, building customer loyalty, and other strategies, this podcast provides a simple, easy-to-understand guide to help you take control of your customer base.

When in doubt, underpromise and overdeliver. Customers will be pleasantly surprised when things turn out better than they expected, and they will reward you with both loyalty and recommendations.

Build A Smarter Sales Funnel So You Can Build A Business That's Profitable And Enjoyable

What could you do with more demand for your services than you can possibly handle?

• Raise your prices?
• Fire that lousy client?
• Only choose the projects you love?
• Expand your business?

Every coach, consultant or small business owner dreams of the perfect customer that arrives from seemingly nowhere – already convinced they want to buy.

 When that inevitably fails, we build a website, post a few memes on social media, and.…..wait.

 Without steady demand and an excess of buyers, you have to accept the work that comes your way at the price that wins the job and the terms set by the buyer.

 How do you get potential ideal customers to come to you instead of you trying to find them?

 I will teach you to:

• Earn trust before your sales process begins
• Design a self-guided path for customer engagement
• Build a sales funnel that fills itself
• Respond effectively to the best opportunities for your business

You will learn how to market your service business in the most intentional way possible:

 To grow profitable sales. The framework will guide your decisions and maintain your confidence while you offer to help the right people at the right time and for the right money.

 You can ignore 90% of everything that marketing gurus want to teach you.

 Now it’s time to learn the 10% that matters most for businesses like yours.