THE SMALL BUSINESS OWNER PODCAST with Rachel Klaver

BONUS: Social Media update, 8th February 2022 with Sarah Galbraith

The social media landscape is constantly changing. And it’s hard to keep up

In 2021 Sarah Galbraith from The Social Approach, and I started to regular fortnightly lives on Instagram to talk through what we had learned, what we had tested, what we thought didn’t apply to Kiwi and Australian businesses, and what we discard.

We cover Instagram, Facebook, Tiktok, Linkedin, YouTube most sessions. 

**SUBSCRIBE TO GET ALL FUTURE EPISODES***

We love being able to bounce ideas around as two strategists figuring stuff out. If you’re wanting a simple update on what’s changed and new, so you can work out what you can try, plan for, shelve or ditch in your marketing, this BONUS episode of MAP IT Marketing is for you. 

Important Links

Sarah’s Instagram

Identify Instagram

Rachel’s Instagram

Rachel’s Tiktok

Rachel’s Linkedin

Rachel’s YouTube Channel

Other recommended Episodes

How I repurpose content

Getting over video fears

Managing Marketing Overwhelm

See omnystudio.com/listener for privacy information.

If there’s one thing you can be assured of, about all else, it’s that digital marketing is in a constant state of change. While I guess many of us were all hoping the introduction of IOS14 this time last year was going to come and do its worst, then everything would settle down again, it looks like the truth is anything but.

However many ecommerce businesses are still seeing spectacular results from their Facebook advertising, by digging in deeper to the way Facebook and Instagram want you to engage with their platform. Others have seen huge drops in performance, often due to trying to stay up to date with the increasing dependency on organic social media. 

Today I’m joined by Susie Klaver, who is not only my daughter, but is one of our team, specializing in Facebook advertising  funnels for ecommerce. We talked about some of the surprising things she’s discovered in the last year, what’s working and what’s not, and what you can do to improve your own Facebook ad results. 

Plus we talk a little about the dynamic of working in a Family business, and what it’s like having to work for your mother!

Today we cover

• What Susie enjoys about creating ads


• What she finds frustrating 


• The common mistakes she sees people making with their own  ads?


• Why some people get better results than others


• What people can do to improve their results?


• What advice would you give to people running their own ads 

Important Links

Rachel’s YouTube Channel

Join the My MAP IT Marketing Strategy School

Become a part of our Facebook group

Other recommended Episodes

Marketing tools that save you time and money

Writing engaging captions for social media

How I repurpose content

What you must do before spending a cent on Facebook Ads

Managing Marketing Overwhelm

See omnystudio.com/listener for privacy information.

Is writing a marketing strategy is on your to-do list this year? Or are you wanting to refresh your current strategy? Maybe you’re thinking of getting a marketing strategist to help you write a strategy and action plan. If any of those apply to you, this episode is for you.

While us small business owners don’t need to spend weeks writing a strategy, the more information we put into the planning stages helps create a strategy and action plan that aligns with your values, your goals and helps you make more money.

In this episode, I’m sharing with you some of the core questions and topics we cover in a marketing strategy session.

When we work with a client one-to-one we send them a list of things we want them to prepare. We also do a little “stocktake'' on what we can see, and bring this to our meetings. There are key questions you need to be able to answer, that can impact how the strategy is written. 

Even if you don’t ever write a marketing strategy, being able to answer these questions will give you a deeper understanding of where your business is currently at, where it’s going, and even how you might get it there. 

Today we cover

• Why being prepared helps you get better results


• How collecting information saves you time


• What you need to prepare


• What your collected information will help you create 


• What questions you should know the answer to


• And a reminder that you get to plan the future of your own business!

Important Links

Rachel’s YouTube Channel

Join the My MAP IT Marketing Strategy School

Become a part of our Facebook group

Other recommended Episodes

How I repurpose content

Finding your own voice

Managing Marketing Overwhelm

See omnystudio.com/listener for privacy information.

If your idea of Pinterest is just a tool to use when planning a wedding, birthday party or renovation, you may be missing out on its potential. Yes it is still a popular place to do all of this, and become exposed to every type of product, but it can be used for almost any type of business. 

If we see it as a massive search engine, you can see it can become a huge traffic source for your website. Simone Pavills fell in love with the power Pinterest could offer to small businesses, and decided to make it her core focus as a business.

She now coaches and supports others to create their own effective pinterest marketing.

Today on the MAP IT Marketing podcast, Simone shares with us how Pinterest and the way it works has changed, how to set up your account, why you should use idea pins, how much time it’s all going to take and so much more. 

If Pinterest is part of your plan this year, or you just want to make it work better, Simone’s advice is going to help you. 

Today we cover

• How you need to think of Pinterest


• Why people often underestimate Pinterest


• How to get started


• Why tailwind can really help you


• Why it’s important to spend time on the platform


• How Pinterest has changed in the last twelve months.


• How Pinterest can help you grow your other social media accounts

Important Links

Simone’s Pinterest

Simone’s Instagram

Simone’s website

Register for MY MAP IT Marketing LaunchWeek

Rachel’s Pinterest

See omnystudio.com/listener for privacy information.

Pinterest is often a completely undervalued part of small businesses digital marketing plans. But with over 450 million monthly active users, 60% of them being women, it's the perfect platform to use to build presence, help people find you and create links back to your website. 

Tracey Hancock wanted to use Pinterest to do just that. She’s a coach who developed the “Living Well” programme, that helps her clients get clarity around how they want to live, and then take the steps they need to do just that. 

Along with one-to-one work, Tracey offers an online learning option, to help her clients develop and learn. 

Based in Te Awamutu, New Zealand, Tracey’s been able to grow her customer base across New Zealand, and Australia using a range of marketing techniques including Pinterest. 

Her use of Pinterest was so successful it became overwhelming, and Tracey learnt what she needed to do to both maintain a regular stream of traffic to her website without burning herself out. She generously shares some of the mistakes she made when setting up her pinterest page, and how she’s running it now. 

If Pinterest is on your list of platforms you’re going to go deeper with this year, or you want to understand how it could work for you, this episode will help you. 

We Cover:

• Why Tracey wanted to use Pinterest


• Why Pinterest is a great option for coaches.


• What mistakes she made when setting it up


• What the biggest impact she’s had in using it for her marketing


• Why Pinterest has long term benefits


• What Tracey would recommend to other business owners


• How long it takes Tracey to look after her account

Important Links

Tracey’s Website

Tracey’s Pinterest

Tracey on Linkedin

Real Living Facebook

Other recommended Episodes

How I repurpose content

Marketing Tools that can save you time and money

See omnystudio.com/listener for privacy information.

It’s often only when we stop and breathe that we can see our new direction, and things finally fall into place.

As we head into a new year, hoping for the best, prepared for the unexpected (if the last two years have taught us anything - it’s to be prepared), it’s a perfect time to reflect on our business, and check in with ourselves.

Is our business leading me where I want it to? How can I change elements of my business to make it work better for me AND my customers?

It’s timely that just as I'm launching our new online marketing strategy course, that we get to hear Shelly Davies' wisdom and experience in her course launch.

Shelly Davies is a speaker, a plain language trainer, and an inspiration in terms of her own story. Her business, like so many others, was impacted by the pandemic, with her in person training and conference speaking severely cut back. 

Straight talking, and direct to the point with oodles of grace and love sums up Shelly’s style. As she says on her website: “Waffle and padding under the guise of “professionalism” is self-serving b******t and it’s no longer acceptable” 

Shelly had tried to launch courses before. She followed formulas, tried to do what everyone else was doing. It wasn’t until she realised to show her best side she needed to show her “unprofessional” one that things started to change.

The launch week of her Unprofessional Writing School was huge, with her engaged community jumping in, enrolling, sharing and working with her to help far more people than she thought was possible in a week.

For anyone who’s thinking about launching a course or trying to work out why there’s isn’t going to plan, this is an inspiring and encouraging story. 

What we cover:

• Why this launch worked when others didn’t


• Shelly's goals and outcomes of launch week


• Why Shelly doesn’t believe anything is wasted


• How she’s carving out a business that works around her life


• How Shelly is planning to spend 2022

Important Links

Shelly’s Website

The school of unprofessional writing

Register interest in Rachel’s  MY MAP IT MARKETING COURSE

See omnystudio.com/listener for privacy information.

It’s the end of 2021, and 2022 is looming. I’ll tell you what I’d like for the New Year. It’s very simple.

1. Some plans to stay put and work out


2. To have limited change

However the last two years have shown me that I have very little control over both of those things! And, if there’s anything I’ve learned about digital marketing, it will change no matter whether we’re ready for it or not! (even if we’re all like ‘Please, we’re still trying to cope with a pandemic here!’)

I’ve taken a look at the marketing changes and trends and walk through with you the eleven key trends I believe are going to impact our marketing in 2022. Have a listen, make some notes and add some of these into your own marketing strategy. 

If you've got questions or need some help around any of these, do join our MAP IT Marketing group on Facebook

Today we cover

• I0S15 and the impact on email marketing


• The rise and rise of short form video


• Live shopping


• Chatbot marketing (going deeper)


• The changes to content marketing


• The need for more customisation


• Collaborations for creativity


• The rise of audio


• Why SEO is getting visual


• The continued exodus away from Facebook


• Privacy policies

Important Links

Rachel’s YouTube Channel

Register interest in our MY MAP IT MARKETING COURSE

Other recommended Episodes

How I repurpose content

Getting over video fears

How to get more ECommerce Sales

See omnystudio.com/listener for privacy information.

This year I’ve created more content across more platforms consistently than I ever have before. But I also nearly lost my own voice and style, the things that set me apart from every other marketer and content creator out there. 

What happened to me is so common, and can happen to any of us when we’re trying to learn new ways of doing things, and spending too much time trying to emulate others as we adapt and change. 

I want you to develop your own voice, style and brand. From a monetary point of view, it’s what can set you apart from your competitors the fastest, and simplest way. But it can also be the scariest and hardest thing to do. What happens if you start to show people your way of thinking, and doing things, and people don’t get it, or worse - don’t like it?

My liberation from trying to be like everyone else, from turning away from the culture of “same” and letting my weird show was what helped people see me, and see our business. Losing this voice stifled my creativity, stemmed the flow of ideal clients, and caused me to question my own ability to communicate to my community.  

Our job is to become a voice (and face) people recognise, and then allow them to consciously turn to face us, or turn away. That’s it. That’s the foundation of a personal brand. 

In this podcast, I walk you through how I originally developed my own voice, how I lost it, and what I’ve done to reclaim it. I also walk you through my A.R.M.E.D formula (that’s one of my “own voice” things) to explain what you can do if you want to create a message that stands out from the crowd.

Coming out of the blahs of sameness, I personally  feel I’m now starting to really find a new style that takes that original voice, the learnings I’ve made this year and taken it all deeper. Perhaps that’s part of the process of developing our own voice. 

Regardless, I’m very pleased I found it. 

Today we cover

• Why it’s important to have your own voice as a business owner


• What I did to originally develop my own voice


• What caused me to lose it


• What I did to reclaim it


• The impact of rediscovering my own voice


• The ARMED method you can use to work on your own personal brand and voice development

Important Links

Rachel’s instagram account (my reels)

Rachel’s YouTube Channel

Register interest in our MY MAP IT MARKETING COURSE

Other recommended Episodes

How I repurpose content

Getting over video fears

How People Pleasing might be harming your business

Managing Marketing Overwhelm

See omnystudio.com/listener for privacy information.

It was day one of a new job in a new town. Toni had taken a job at a local radio station in Broome, Western Australia, and a tropical low pass went through and caused damage to buildings and businesses. 

This was the point where Toni saw that regionally based businesses can often have issues with supplies, stock levels and may need to deal with issues around internet coverage, couriers, and extra costs that small businesses in large centres don’t need to manage.

She also saw an opportunity. Many of the business owners she came into contact with were not confident in how they used social media, both to market locally and to attract domestic tourists, something that became all important when the international borders closed

Toni launched Social Project, with a focus on regional businesses, and found there is huge demand for marketing training specifically for the needs of regional businesses.

We talk through some of the benefits and drawbacks of operating a regionally based business, along with talking about one of Toni’s epic skills - instagram reels. 

I’ve always loved working with businesses in the regions without agency Identify so this episode is dear to my heart. 

Today we cover

• How Toni identified a need for social media training in Broome


• The benefits of owning and marketing a regionally based business


• The different needs for businesses marketing locally, to marketing outside the region


• Why regional businesses are often underestimated


• Why social media still counts if you’re marketing locally


• How Social Impact helps regions businesses further afield

Important Links

Toni’s Instagram

Toni’s Facebook

How to work with Toni

Other recommended Episodes

Going from Markets to selling in stores

Do you need an exit strategy?

See omnystudio.com/listener for privacy information.

Several months ago I was watching a Tiktok video about overcrowded beaches in Sydney during lockdown. I was stuck, feeling trapped, in lockdown in Auckland and the rule breaking in Aussie made me feel incensed.

I shared it to my personal Facebook profile, and quickly discovered (from people who were currently on that beach at that instant)  it was old footage that had been cut to look like it was new. It was a reminder to me that it’s so easy to miss a step and share something inaccurate, and how easy it is to spread misinformation.

I generally spend a lot of time checking the source of my content, whether I’m sharing it with friends, or my business page. If I see a shared post I’ll click on it, check out the profile and the other posts, and often see if I can find the original clip before I share. 

Dave Letele, owner of Butterbean Motivation, a boot camp and fitness business based in Auckland has seen first hand the impact of misinformation in his community. Many of Dave’s community are in the hardest hit parts of Auckland in terms of Covid19. He’s put his bootcamp business to the side to serve his people with a Food Share (aka a food bank), support and care for those who can not work during lockdowns or are isolating at home.   

Dave ran a vaccination drive at his Food Share, and was both celebrated and abused for it. He’s lost several of his team who have chosen not to vaccinate, many of whom share misinformation on their social media pages. 

Today on the MAP IT Marketing podcast we talk to Dave about why it’s important for creators and business owners to carefully check sources before spreading, what the impact misinformation has had for him and his business, and why checking sources before posting is so important.  

Dave is part of a campaign run by Meta (formally known as Facebook), and First Draft, an organisation dedicated to help creators and business owners to check sources, and become educated on the veracity of any information being shared. 

While we naturally move to think of this within the space of Covid19, vaccines, lockdowns and more, checking sources is a good practice to have at all times. Misinformation seeps into many areas of our lives, and social media makes it super simple for us to share and pass on stories, posts and images that are not based on research, or have been doctored. 

While it’s a given that influencers have, well, influence, business owners also often have a powerful platform and a following. We all have a choice what we post both in our feeds, and in our stories. With the rise of personal brand for small business, the business owner is often closely tied to the business they run. 

Knowing what to share, and being prepared to stand by what you’ve shared is important. If you want to share information, or a post, here’s a short checklist of actions to do first, as supplied by First Draft:

1. Try to find the original


2. Find the author or creator


3. Confirm the date


4. Seek the location


5. Undercover the motivation


6. Look for visual cues

**I’m also asking you to consider donating to the BBM Food Share. The link is in the show notes

Today we cover

• How Dave Letele started BBM and what he’s doing now


• Why it’s important for business owners and influencers to care about content sources


• What the impact of misinformation has had on his business


• What Dave is doing to stem the flow of misinformation


• What we can do as business owners and influencers

Important Links

BBM Community Kitchen and FoodBank

BBM - and Dave Letele

Facebook’s Response to COVID19 information

First Draft’s Guide for Creators

See omnystudio.com/listener for privacy information.