Episode Transcript
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Unknown (00:10):
This quarter is
wrapping up. You have been
juggling client work, bigpicture strategy and way too
many last minute marketingtweaks. You know that marketing
is crucial for growth, duh, butlet's be honest, when is the
last time you actually took astep back and assessed what is
working, not what feels busy,not what looks good on social,
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but what is actually bringing inrevenue without requiring you to
be on all the time? If yourmarketing has been more reactive
than strategic. No shame, we'veall been there, but this quick
10 minute marketing audit willhelp you recalibrate before the
next quarter. No fluff, nocomplicated reports, just five
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simple questions, two minuteseach. So a total of 10 minutes
for you to reflect and makethese changes that were they are
going to instantly reveal whereyour marketing is supposed to be
supporting your growth and whereit is actually holding you back.
Make sure you listen all the wayto the end, because I don't want
you to miss number five. It isthe number one reason businesses
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plateau. I see it all the time,especially in people who are
multi six figures and want toget to that next level. Because
when you tweak this, you willstart attracting clients who are
already valuing your work andsee you as the obvious choice.
Okay, so let's dive in numberone, are you still the
bottleneck in your marketing?
Let's start with a tough butnecessary question, how much of
your marketing still depends onyou? This isn't about delegating
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just for the sake of it. It'sabout building a sustainable
strategy that doesn't collapseevery time you take a vacation,
get sick, life happens or, let'sbe real, you just want to take a
break. So ask yourself, Are youthe one writing your email
social posts and doing all thewebsite updates? Are you
spending more time creatingcontent than closing sales. Does
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your marketing stall every timeyour schedule gets full with
client work? If you answered yesto any of these, it is
definitely time for a shift. ACEO's job is to drive the
vision, the strategy and thesales, not to be stuck in the
weeds of content creation. Mymost recent solo Episode Why
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you're doing too much marketingand what to do instead would
also be a great resource foryou, if you find yourself in
this category, and that islinked in the show notes. I want
to tell you about how onefounder got out of the weeds of
marketing. One of my clients isa powerhouse business coach. She
came to me feeling totallyoverwhelmed. She was cranking
out these social media posts,emails, live sequences, but
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still struggling to hit herrevenue goals. Why? Because she
was way too deep in the details.
Once we systemized her contentand got her out of the daily
grind, that is when her revenuedoubled in six months, she
didn't work more. We were justsmarter about it. So now it's
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your turn identify one marketingtask that you can delegate,
automate or eliminate. Maybeit's email writing. Maybe it's
repurposing content, posting. Doyou want to post quite as
frequently or updating yourwebsite? Start with one and
watch how much mental space itfrees up so that you can stay
close to the money and do whatmatters. Okay, so then number
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two is, is your marketingbringing in clients, or is it
just keeping you busy? It soundsso obvious when I say it like
that, but honestly, when youthink about it, I think it's
going to be a wake up call formany people. Again, life
happens, no shame, but I wantthis again to be your loving
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wake up call, so that yourbusiness can have the impact
that you desire it to Okay, somarketing should do one thing,
bring in high quality leads thatturn into sales, bring in those
right fit people that you aregoing to get the best
transformation for. And if it'snot doing that, then something
is off. And here's where mostpeople get stuck. They are
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creating content but not seeingconversions. They rely too much
on referrals and word of mouth,which are great, but not
consistent, or they feel likethey are always launching, but
sales feel unpredictable, andriding that revenue roller
coaster is just not fun. Solet's do this the last five
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clients test. Take the next 60seconds. Pause this podcast if
you need to write it down on thenote app of your phone or
wherever you're at and writedown where did your last five
clients come from? Was itInstagram or social media? Your
email list, organic GoogleSearch referrals, direct
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outreach, and if you are stillrelying heavily on cold outreach
and referrals, it means yourinbound marketing isn't pulling
its weight. Again, not thatthose are bad things, but
they're not sustainable,necessarily for the long term
that can get your business offthe ground, it can pick you up
in a dry season, but it is notthe long term strategy. We need
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to stop chasing clients andstart attracting them. So this
reminds me of a tax professionalI worked with. She was booking
clients through word of mouthand referral, but then also
through, primarily throughFacebook, DMS. It worked, you
know, she did a great job withit. It wasn't icky. It was, you
know, values based. It was, itwas good, but she was spending
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hours manually reaching out andengaging in Facebook groups and
all those things. After shiftingto my values first marketing
approach, we created a strategywhere she was able to maintain
her business while freeing up somuch time from not having to do
so much outreach. So we wereable to remove the outreach and
still maintain the revenue andinflux of new clients that she
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was doing from having while nolonger having to do all that
manual outreach anymore. So shesaved up all that time and
energy. Okay, so now it is yourturn. Let's apply this to you.
If inbound marketing is notbringing in steady leads for
you, optimize your messaging andnurture strategy so that clients
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will come to you find thosegaps. And if you're like, I
don't know, where do I start?
Where do I begin? One, the factthat you're listening to this
podcast is a great start. If youwant to go even deeper, I have a
free messaging audit that youcan download. That link is in
the show notes. You can also goto Megan, catch
again.com/free-audit, and thatwill be there waiting for you.
And that's a great way to dojust that. It is based on the
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hundreds of audits that I havedone for my multi, six and seven
figure clients, as well as allof the clients who have come
through copy critique club. Igathered up all the things I
feel like I'm constantly sayingto people, and the things that
are really, truly getting peopleresults with such a low lift. So
go check that out. All right,let's go into number three. Is
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your email list actually workingfor you? Let's talk about the
most underutilized but highestROI marketing channel. Yes, that
is email if you have an emaillist, but don't send to it
consistently. And that doesn'thave to be every day. It's like
having a VIB client list thatyou never talk to. No wonder
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sales feel harder than theyshould be. So let's do a quick
audit of how healthy is youremail list. Check those three
last email campaigns that youhave sent. Did those emails
actually lead to sales? That isthe ultimate question we want to
ask. Once we know the answer tothat, then we can ask, well,
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what is your open rate? Ideally,I would love to see above 35%
that is where I want to get allmy clients to and keep them
above there are people clickinglinks and taking action. So not
just going to your sales page ornext step, but then we also want
them to to buy from there. Sothose can give us hints and
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clues as to what's happening andwhere people are falling off and
where we might need to fix thecopy from there. So go ahead and
take a look at that. If you'relike, oh my gosh, I don't even
know, copy critique club wouldbe a great place for you to
start and get support to have mein your back pocket to take a
quick look at that, for youanalyze that and tell you what
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to do so that you can make theimplement a lot faster, and that
you can check out at Megan.
Catch megan.com/ccc or check thelink in the show notes. Okay, so
if your emails are notconverting, it is not because
email is dead, though, I knowpeople like to use that overused
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copy headline formula, which Ihave a lot of say about that,
but that is a whole otherepisode. But it is because your
strategy needs tweaking. Youdon't have to throw the baby out
with the bathwater. It is likelythat your email sequence might
be fine. Check this first beforeyou overhaul all the things.
Okay? And then I have a reallygreat case study for you. I
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worked with a brand that wassending sporadic emails, no real
strategy, just updates when theyfelt like it or had capacity for
it, or like, oh, or when theyfelt guilty, like, oh, gosh, I
haven't emailed my list in in acouple months. I should probably
send something out. So that wasnot working for her,
and so when we shifted to astrategy that was more
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consistent. We started so shewas emailing like a couple,
like, once every few months. Sothen we started with once a
month, and then we went up totwice a month. So, like, it
doesn't have to be this big,huge jump that could be a shock
to your audience, as well as toyour own capacity to be able to
create these emails, but when weshifted to a consistent and
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value driven email plan, thisclient's email revenue five x5
times more revenue per emailsent for real. Read the case
study linked in the show notes,and that has been consistent
over the past two, two years,ish, that we have been working
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together. So now it is yourturn. I want you to commit to
sending at least one high valueemail per week. If you haven't
been sending any at all, maybecommit to once a month. If
you've been sending once amonth, then commit to twice a
month. Ideally, I would like youto get to work your way to at
least one high value email perweek. If you're at that, then
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maybe try twice per week. Andthe more consistently that you
show up, the more your list willtrust and buy from you. And it's
there's so many other benefitsbeyond just that, like that is
one of the primary ways that youare going to hone and develop
your brand voice is by using it.
So it's a benefit for you andyour wallet and your bank
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account, right, as well as foryour clients who are getting
value out of what you're saying,who are getting the opportunity
and invitation to work with youand experience this
transformation that they arefeeling pain and like struggling
dying, to get all right, let'smove on to number four out of
five is, are you relying toomuch on social media? Now hear
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me out. Social media is not abad thing, but let's be honest,
if Instagram shut down tomorrow,would your marketing still work,
or would it all disappear? Solet's talk about the social
media trap real quick. Socialoften feels like a business
necessity. It's flashy, it'sfun, but if that is your only
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marketing plan, you are at themercy of an algorithm that is
constantly changing. I once hada client whose Instagram account
got hacked mid launch, no backupstrategy, no email list. She
lost all momentum overnight, andthat is then when she came to me
to pick up the pieces. So everybusiness needs a home base off
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of social media, a home base isa marketing platform that you
own, that could be your emaillist, a blog on your website,
podcast or SEO driven website.
Unlike social media, theseplatforms do not vanish when the
algorithm shifts. So social is agreat add on, a great way to
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repurpose, a great way to havefun if you're having fun with
it, but it, it does not need tobe your home base. You need a
home base off of social media.
So here's your homework for thispiece of the audit, pick one
channel, whether that's email,blog, podcast, and commit to it
consistently nurturing youraudience there. And if you want
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inspiration for this, check outmy episode with Holly Haynes,
who doubled her revenue byowning her brand voice off of
social media and how it istotally possible for you. She
breaks down exactly how she didit, what formulas she used. She
is so generous in that episode,it's linked in the show notes.
Definitely go listen to it.
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She's amazing, all right, andlast one, number five, is, does
your messaging still match yourgrowth? This is the most common
one I see. Is people raise theirprices, but then they don't
change their messaging to matchtheir new pricing structure. Or
maybe you have evolved, andtherefore your business has
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evolved, but your messaging hasnot kept up with it. So if your
marketing still speaks to whoyou were last year instead of
who you are, now, you are losinghigh value clients, and if
you've raised your prices, thenyou need to also elevate your
marketing to bring in thoseright fit clients who see the
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value and are happy to pray paythe price tag for what you have
to offer. So let's do this. Doesthis still fit test? Are your
offers clearly and uniquelypositioned for your ideal
client? Do your web does yourwebsite and your emails reflect
your next level brand? Are youspeaking to this higher level
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client, or are you usingoutdated language that no longer
aligns? Maybe we need to go backto that market research and
update it, because things havechanged. Things have shifted,
especially after a year like2024 things have changed. So let
me tell you about how one CEOelevated her brand and attracted
better clients. This is aspeaking coach that I worked
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with who was still marketing toearly stage entrepreneurs when
we started working together,even though her new program was
now geared for high levelbusiness owners. Once we
repositioned her messaging, shebooked $52,000 of revenue in her
first launch. And she islaunching quarterly, I believe,
either three times a year orquarterly. And she has been
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reusing those emails I wrote forher ever since. So she has
launched multiple cohorts ofthis program since. And I love
being on her email list and partof her social strategy and
seeing, I'm like, Oh, that looksfamiliar. Oh, yeah, I wrote
that. And like, yes, she hastweaked things a little bit here
and there as she gets more data,as more people go through her
program in the last couple ofyears, but it is still amazing
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to see the ROI that she isgetting from that messaging
strategy and those emails that Iwrote for her. So your turn now
is to refresh your website,sales page, email sequences to
reflect where your business isgoing. If you have not looked at
them in a year or more, or evensix months or more, then it
might be time to update them.
And I get it these questions I'masking you, you could probably
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feel like I know I should bedoing that. I need to do that.
It's on my list. But if it's sofar down your to do list and
priority list that it's nevergonna happen, or you just feel
like it's futile to try and,like, read your own stuff
because you're so familiar withit, it's like you're not even
reading it, like you're readingit, but you're not really like
reading it, you know? Um, thatis the case, because you are not
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alone, and I would really urgeyou to join copy critique club,
even if it's just for a month,so that you can quickly and
easily see what you need tochange and why you have me look
at your stuff. Submit whateverit is you want to this is not a
course, it is not an extra callon your calendar. You simply
submit what you want me to lookat, and then you implement the
recommendations I give you andwatch your conversions finally
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get to where you deserve them tobe, for how hard you've been
working on this and for howawesome your offer really is.
Okay, so let's wrap it up here.
Your marketing should bring inclients without requiring
constant effort. It shouldattract high value leads who are
ready to buy, and it should besystemized so that it works even
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when you step away, whether thatis from force, whether you get
sick, or whether you'd like totake a vacation, or whether
you'd like to spend time withyour kids this summer as they
graduate college before they gooff into the real world, or
whatever It is for you, yourmarketing needs to work for you,
not drain your time and energy,and in just 10 minutes, you can
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pinpoint where your strategy isthriving. Go and answer those
questions and make those changesright now. Go do it. These are
not rhetorical questions,literally. Go answer them and
make those small few tweaks thatcan truly lead to big results,
as I've shared with you in thesecase studies, they work, they
work. I've seen them happen overand over again. So if you have
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realized that there is room toimprove, that's a good thing,
right? It means you now haveclarity on exactly where to
focus, so your marketing can bemore effective and attract
better clients. I have also puttogether a free DIY messaging
audit if you want to go a littlebit deeper. It is a simple step
by step guide to help you refineyour positioning, clarify your
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messaging and ensure that yourmarketing actually connects with
your right fit client at thislevel that you are currently at.
So click in the show notes tograb your free messaging audit
and make sure your marketing isdoing that heavy lifting for
you. Marketing should not feellike a guessing game. With this
audit, you will know exactlywhat to tweak, and I also give
you before and after example, soit's super clear how you can
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apply it for yourself. And thenyou can step into our next
quarter with a strategy thatworks. Okay,