April 15, 2025 • 28 mins
We share the hidden side of visibility in business—the backend systems that ensure your audience doesn't just listen, but actually takes action when they find you.
• Visibility without preparation leads to missed opportunities and burnout
• Most businesses focus on being seen without preparing for conversion
• The tension between visibility and profitability requires strategic systems
• It typically takes 90 days of momentum before seeing financial returns
• Email lists convert at much higher rates than social media followers
• Speakers need landing pages, QR codes, and follow-up sequences
• Authors should build community through supplementary materials
• Podcast guesting requires tailored lead magnets for each audience
• Backend systems make promoting visibility opportunities more exciting
• Start with one simple backend improvement this week
Ready for Support from Meg & Chelsea?
👉🏼 Looking for the Intuitive Business Community? Visit www.joinibctoday.com for all the details. We're here to help you step into bigger visibility. Bolder opportunities and greater impact with three coaching calls a month, hands on feedback, and a powerful network of like minded women.
👉🏼 We can take a deep dive into your client journey or your visibility strategy and show you exactly what's working, what's not, and how to fix it. Ready for clarity and a plan that actually works book your audit today at www.intuitivebusinessbydesign.com/audit
👉🏼 Explore the services offered by our marketing agency Intuitive Marketing Collective and request a free Discovery Call to explore how we can support your business. Go to www.intuitivemarketingcollective.com
👉🏼 Follow the agency on Instagram to continue to conversation beyond the podcast @intuitivemarketingcollective
Want to connect more with the hosts?
Follow Meg on Instagram @megoneill10
Follow Chelsea on Instagram @intuitivebusinessmentor...
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
What if the secret to making your next big visibility
opportunity profitable isn'tjust about what you say in the
moment, but what happens behindthe scenes?
Speaker 2 (00:10):
Today we're digging into the hidden side of
visibility in business, thebackend systems that ensure your
audience doesn't just listenbut actually takes action when
they find you.
And this is a must if you'regrowing an audience on social
media, running in-person events,publishing a book or even
speaking on stages.
Hey there, friends.
Speaker 3 (00:29):
Welcome to the Intuitive Marketing Podcast,
where we ditch the bro marketingBS and bring you big sister
vibes instead.
I'm Meg and this is Chelsea.
Speaker 1 (00:39):
Your new biz besties.
Speaker 3 (00:41):
We met on TikTok in 2023.
Fast forward to now and we haveteamed up here to guide you
through the wild world ofmarketing your business with
heart and soul.
Speaker 1 (00:50):
Are you feeling lost or overwhelmed, maybe unsure of
your next steps, but you have abig vision of where your
coaching, healing, speaking orwriting career could be in the
next five years.
10 years Don't worry, we've gotyour back.
10 years Don't worry, we've gotyour back.
We'll help you tap into yourintuition, build a brand that
lights you up and leverageproven marketing strategies to
(01:11):
grow towards a six or evenseven-figure business in a way
that won't make you cringe.
Speaker 3 (01:14):
We're actually here to help you bring the magic back
into your marketing.
Speaker 1 (01:17):
Because marketing should feel good, not gross.
Speaker 3 (01:20):
Grab your favorite drink, get comfy and let's get
started.
Speaker 1 (01:23):
We're deep in a season of overhauling our own
backend systems.
We have a brand new website, weare updating Funnel, we're
creating a new applicationsystem for our agency, an
evergreen email sequences,automations and, let's be honest
, it doesn't always feelmoney-making in the moment.
We're so behind the scenes.
It's hard to also be visibleonline, which we are.
(01:46):
We're doing a good balance, butthis is the work that's
essential for growth and we knowit.
We're sharing how preparingyour business for visibility
lays the foundation for actualprofitability and sustainability
, I would say and how skippingthis step could leave
opportunities on the table andleave money on the table.
Speaker 2 (02:05):
Invisibility without preparation can mean missed
opportunities, and we hear thisall the time You'll hear.
I remember hearing a storyabout someone who had 300,000
followers on Instagram andlaunched a merchandise like
t-shirts in their brand and soldzero Right, and so that had not
been an audience that was liketrained for profitability.
(02:26):
They weren't asked to be takingactions until they had
something to sell, and so it canjust feel like there's so many
wasted opportunities and thatcan lead to burnout if you feel
like you're creating, creating,creating, growing a community.
But having that visibility,sidestepping with profitability,
is really what we need asbusiness owners, if you're more
(02:47):
than just an influencer or acontent creator, and so today
we're going to share somepractical ways.
It'll be a little bit more of alearning moment here in this
episode, because we want toensure that your business is
ready when big moments come,when big stages present
themselves to you, whetheryou're launching a book, landing
a speaking stage or gettingfeatured on a podcast, we want
(03:09):
you to have practical steps thatyou can have put in place
before those big opportunities,and hopefully, a couple of these
steps just like along the way,because we all work so hard
creating new exposureopportunities for our brand, our
business, our social mediaaccounts.
But if you haven't put some ofthese steps in place so that
there's an intuitive next stepfor people that find you, it
(03:33):
really is cutting yourself offat the knees and it just makes
it harder to recoup theinvestment of time or money that
you put out to create that newexposure, if that makes sense.
So it's this self-fulfillingprophecy If you don't have
systems in place, the visibilitydoesn't end up paying you more,
and then you start to burn out.
Speaker 1 (03:51):
Right and there's a tension between visibility and
profitability, because peopleoften feel like, well, I'm being
consistent, I'm being visible,okay, wonderful, but we have to
figure out how to bring themoney in, as, on, these systems
help you.
Make that easier for people toknow like, oh wait, I can buy
something from her, I can buysomething from them.
And the thing is is thatvisibility isn't usually
(04:14):
immediately profitable.
You have to build like know andtrust with people to get them
to spend money with yousometimes.
So it takes really showing upand consistency and then having
the systems in place before youactually can sometimes see the
return on your visibility andthat's okay, that's expected.
So a lot of us think like, okay, if I just show up and post
(04:35):
something on Instagram everysingle day, I'm going to make
money.
Well, no, no, no, no.
We got to back up a little bit.
We get an email list going.
We have to do some other thingsand potentially it could be
three months, 90 days of reallycreating momentum and having
these systems in place andincreasing your visibility,
(04:57):
increasing your conversationswith people, getting in front of
the right people before you seethat anybody is maybe even
interested in buying what youhave, and really leaning into
the fact that there's going tobe a buildup season.
You're going to have to investtime and energy into systems and
that might feel like okay, butI'm spending all this time and
(05:19):
I'm not moving the needle.
I'm not getting where I want togo, but it's so, so important
so that then when youpotentially have that viral
moment and you get, you know,100,000 people on your website
or you get whatever it is, thatthen there's a pathway to walk
them through to purchasewhatever it is, because we
(05:40):
oftentimes put Instagram andsocial media as the first thing
that you should be spending allthe time on.
I got to get visible, I got tobe in front of the people and
say cool, but then what happens?
if you're visible, right, and sothere's that tension there of
it's okay to be less visiblewhile you're setting up these
systems.
Speaker 2 (05:57):
And you've been in the content game for so long.
I do remember when it was likeyou had to hit 10,000 followers
on Instagram to be able to sharea link and it was like in
everybody's mind, guaranteedthat you would become profitable
once you had that opportunityand they started giving
everybody links and peopledidn't really know that you had
to have like happy systems inplace and I remember that switch
(06:21):
happening and people being likewait what I'm not like all of a
sudden a millionaire because Ican just write into a story.
It's so crazy.
And so what are some of thesesystems that we're talking about
?
What does it mean to preparefor visibility?
So some of the things thathappen quote unquote behind the
scenes, yes, creating a contentplan.
So if you are wanting to showher visibility, audits and
(06:43):
intensives and helping you tocreate so that process is
simpler.
So that can definitely beconsidered a behind the scenes
system.
But you showing up is part ofyour visibility, right?
Speaker 1 (07:06):
Right, and with that, I think, something that we do a
little bit different.
In these content plans andvisibility audits, we make sure
I go over with everybody Ifyou're putting time into this
content plan, what's yourfreebie going to be?
What's your lead magnet?
Where are we driving thistraffic to?
Because putting content outjust to put content out is not
going to increase your bottomline.
You need to have them goingsomewhere.
Speaker 2 (07:28):
Yeah, and I think making sure that you have a way
to be collecting emails, stayingin touch with your subscribers.
One of the primary goals ofshowing up on social media
should be that a percentage ofthose followers take a step to
join your email list eitherbecause they just want to be on
your newsletter list.
But I feel like that's not sexyenough these days.
Most people it's that they'regoing to opt in because you have
(07:49):
a free or low ticket offer thatsolves a problem for them, that
takes the conversations you'reputting out on social media a
next step and delivers somevalue.
And then we spend a lot of timeworking on funnels.
We do custom marketing funnelsat the agency and that's either
looking at like free opt-ins, soa lead magnet, or email
(08:09):
sequences that are going to fireoff once someone has taken a
certain step in your business,or sales pages where you're
selling your course or yourmembership and really walking
people through a greatonboarding on the back end.
So those are going to be soimportant as you have a bigger
audience looking at your website, clicking through, Can they
find what you just mentioned onyour social media post easily,
(08:31):
right?
And then making sure thatthere's clear pathways from
discovery to conversion.
I am someone who I've nevergone viral.
I have been very consistent forprobably a decade on social
media, but what I find moremaybe it's my astrology or human
design, I don't know, but it'sfor me social media the purpose
is more to build that know, likeand trust factor.
(08:52):
I grow up as people know what Istand for, they know what I
offer, and I grow my email listand I don't have a gigantic
email list, but it's definitelyof people who are, like, excited
to hear from me.
I think, especially if we justthink about the reality.
You know, on, let's just say,for on Instagram, they say that
what is it like?
(09:12):
Three to five percent of youractual followers are likely to
see a post.
But if you're getting a 46 or a52 percent open rate email list
, that step like puttinginvesting the time, energy or
money to create that step sothat someone can opt in to be on
your email list there's so muchmore likely to actually hear
from you.
And then, of course, you haveto decide if you're going to do
(09:35):
like a weekly newsletter or likelive communication to your
email list, or if you lean moretowards setting up like
sequences so that people arejust being catered to and
communicated with.
But these aren't likecomplicated systems that need to
be put in place.
But it makes such a bigdifference.
And what we're going to do,we're going to talk through
(09:56):
three like real life scenarios.
So I'm going to speak aboutspeakers and Meg is going to
talk about authors.
And if you're podcast guesting,like what are some real life
examples of how these systemscan improve your conversion and
what's happening in the bankaccount for your business?
So let's talk first about aspeaker.
Maybe you have been putting outyour media kit and pitching
(10:17):
yourself to summits or events,and so now you have, let's say,
an in-person speaking event, andso you're carving out your time
and your travel to be in personin front of a room, and so, yes
, you've got to do all thepreparation for your actual
keynote or panel presentation sothat in the moment, you're
going to be just in your zone ofgenius, right?
(10:38):
But you also want to be mappingout in advance what are you
hoping to have happen in yourbusiness because of this
exposure opportunity.
Hopefully you're getting paidfor your presentation, so like
that's a win for your businessin and of itself.
So like that's a win for yourbusiness in and of itself.
But you're on this stage,whether it's physical or virtual
(10:58):
, with a captive audience ofpeople who've already opted in
to learn about this topic, andso what are you going to ask
them to do?
That could become more businessfor you, either today, while
they're there in their seats, oreven weeks or months from now.
Ideally, you have a landingpage ready for those event
attendees.
You want to make it as simpleas possible, maybe in your slide
(11:20):
presentation, if you have likeslides up behind you on the
stage, making sure that there'sone towards the end with a QR
code, so that people can justlift up their phone and scan it
and take them to a link that'sstrategic for your business.
It could be that they're optinginto a texting service and
saying, yes, I want to receive atext series from you that
(11:41):
you've just spoken about fromstage.
It could be that you'recollecting their email to give
them a free checklist orsomething that goes hand in hand
with the topic, just somethingthat's going to be an easy yes.
It could even be it takes themto a quiz.
People love taking quizzes andmultitasking for a couple
minutes during a presentation ifit's going to help tailor them
(12:02):
knowing more about themselves.
I remember doing a sleep quizone time being in the audience,
where it was like about sleep,like archetypes, and so, of
course, I wanted to know what mysleep archetype was while I was
in the presentation, becausethen he talked about the four
archetypes, and so, of course, Iwanted to know what my sleep
archetype was while I was in thepresentation, because then he
talked about the four archetypesafter.
Or I was once in the audienceof Kendra Hall, who wrote the
(12:22):
book Stories that Stick, and shemade it so simple during the
presentation.
She had a QR code.
We all picked up our phone andshe had.
I think what you got was thefirst chapter of her book and a
checklist that would help youimplement some of what she was
teaching from stage.
So of course, everybody wantedto take their phone up and get
that.
And then in the back end, shewas selling the full book and
(12:46):
also a course about how to.
I think it was about like howto get in touch with your origin
story as a business owner,right, and so I just I was
sitting there in this momentrealizing that is so genius,
like she's getting paid to be onthis stage in front of about
5000 people.
Everybody looked around andeverybody's phone was up, and
(13:06):
out of that, such a highpercentage, I'm sure realize
that when you have a captiveaudience, the more you can have
thought through what is the nextintuitive step.
If it was a QR code to a $5,000speaking course with her or a
(13:27):
mastermind, that would have beensuch a big disconnect.
Speaker 1 (13:29):
Yeah.
Speaker 2 (13:30):
But thinking through OK, someone is likely to want to
buy my book, they're likely togo through a small course to get
to know what it's like to workwith me.
And so having those follow-upemail sequences that nurture the
leads after speakingengagements and sprinkle in a
next intuitive topic paid course, discovery, call, like whatever
it is that makes sense for yourbusiness model, or even if you
(13:53):
really are just a professionalspeaker that doesn't have
courses necessarily, it could bethat those emails are following
up with them and training them,basically training these new
email subscribers on what typesof events you speak and make it
more gigs from the follow-upemail sequence from people who
saw you speak.
Speaker 1 (14:10):
Yeah, and most speakers like this that we're
talking about are like bigvisionaries and they don't want
to be doing this on the back end, and that's why we do this in
the marketing agency because itis, although it's like simple
steps that we're talking through, it is nice to just have that
packaged and just like.
In my opinion, that's like whatI would go for, but in terms of
(14:31):
authors too.
So my first case study andworking with authors was my
sister and she self-published abook and became profitable
within two months, which is veryrare.
Speaker 2 (14:40):
Amazing.
Speaker 1 (14:42):
And how she did that was by creating real community
around her writing style andaround the fact that she was
writing a book as a mom of threechildren under five years old
at the time and working on itthrough the pandemic, things
like that.
She really documented andshared bits of that so that she
had people primed and ready togo, ready to buy that book, no
(15:05):
matter what the genre is or wasfor her.
People wanted to read her, whatshe had created during this
time.
So she did that.
She documented on Instagram,she documents on TikTok and then
she also has a newsletter list.
Something else that she createdwas book club questions for her
book once it came out.
(15:25):
Another way to like reallypromote community and doing it
in a group.
People wanted questions to goalong with that.
So that helps build her, youknow, even just like her thought
leadership as a self-publishedauthor and get people into her
ecosystem and ready for the nextbook to come out.
So it's, you can use differentkinds of lead magnets like that,
(15:47):
maybe like the book clubquestions.
Or she also did things like shecreated merch around the book
T-shirts stickers, but so thatled her to like when she was at
like more local like-shirtsstickers.
So that led her to when she wasat more local craft fairy type
places and she would be givingthese things out.
People would exchange theiremail for those types of things
so that they again they were inher ecosystem.
They were getting hernewsletter For thought
(16:09):
leadership books.
Thinking through an evergreenplace where you can send people.
So maybe at the end of the bookyou can send them to your
website or a quiz or a contactform saying that you're working
on your next book that's comingout, a quiz around a methodology
that you shared in the thoughtleadership book, so that they
(16:29):
can also get to know like whatkind of whatever it is they are.
And then, finally, like youreally want to think through
having systems of handling theincreased inquiries that come
from a media appearance.
So, whether it is like yourbook gets picked up and you are
on a local TV show or you knowGood Morning America, whatever
(16:49):
it might be, you want to thinkthrough what is the journey that
someone who is cold to yourcommunity, they've never heard
you and what do you want thembumping into next?
So say, you write a book onparenting and it gets picked up
on a big network and you don'thave anything set up on the back
end.
Right, they're going to see you.
They're going to think, oh, shedid a great job it was helpful.
It was so helpful, right.
(17:10):
And then they're going to goabout their day.
But how can you leave themwanting to be in your community,
your ecosystem, and thenthinking that through of?
It could be a quiz, like let'suse the quiz, for example.
So they leave your little twominute segment and they say I
want to learn what kind ofparent I am in this person's
framework, so lead them to thatquiz, walk them through that.
(17:32):
So then they're now gettingyour emails on the back end and
start have somebody set upemails that are really going to
speak to that type of person sothat they want to then buy your
$57 course or whatever it mightbe.
So really maximizing thatvisibility, because we kind of
stop at oh my God, Good MorningAmerica called right, I'm on it.
(17:54):
This is so exciting.
But then you see, if you don'thave those systems in place,
it's kind of like a blah blah.
Speaker 3 (18:01):
So, cool.
Speaker 1 (18:02):
I can put that on my website now, but you didn't make
any money from it.
Right, and to make thesesituations sustainable and worth
all the thought and time you'veput into it, you really want to
then turn people into buyers.
So it's similar for podcastguesting, but at the end of
(18:23):
every podcast most podcasts, 99%of them the host is going to
give you an opportunity to sharehow the listeners can find out
more about your work.
Just make sure you thinkthrough what that's going to
lead them to.
So are you going to lead themto one landing page that gives a
checklist, a freebie, likewhatever?
Oftentimes I get asked to be onpodcasts that mix like
(18:44):
motherhood and business.
Oh, that, maybe that isn't myfreebie about social media.
Maybe I need to create afreebie on working motherhood or
something like.
I should sit and think throughthat journey too, because you
could be on all different kindsof podcasts and look into, audit
what you're being asked for andcreate some kind of opportunity
and journey for those people.
(19:05):
And then you're the.
A community who's listening toa podcast really trusts that
host, so they're going to trustyour recommendation and it's a
great way to optimize thatrelationship really quickly
because you don't have to spendas much time getting them to
trust you because they trust thehost already.
So if you are a huge fan ofJenna Kutcher's podcast and she
brings somebody that you'venever heard of, you might be
(19:28):
more primed to buy their $100course more quickly because
Jenna recommended them right.
So just think through thatYou're going to not have to work
as hard most likely for theirtrust.
And then guide them to thisopt-in and make sure that that
email sequence on the back endis selling something, getting
them on a discovery call, doinga paid offering of some kind, so
(19:50):
that you can really leveragethe audience and speed up that
process Because you have them inthat moment.
They're trusting you, they wantwhat you have, so get that to
work for you.
Speaker 2 (20:01):
We're going to share just a couple personal insights
from the overhaul that we'vebeen doing.
So it's nice to hear this intheory and be like, okay, yeah,
this all makes sense.
It's this phase of auditingwhat you have in place or
assessing kind of what points ina client journey have a gap.
I think that's something I lovedoing in my client journey
audits is, sometimes you're justlike too close to your own work
(20:24):
and you're like, oh, it'sobvious what people would do
once they join my email list.
Well, is it?
I don't know, and it can feelvery non-glamorous and even
almost like vulnerable about.
Okay, let's just put this outall on the table and really
assess what's missing.
But it's worth the effortbecause you know what we're
seeing is there's so manydifferent tools.
You can look at your GoogleAnalytics or download MS Clarity
(20:46):
and see how people are actuallynavigating through your website
.
Because even if you think it isclear, if you realize that
nobody's clicking on the buttonsto book a discovery call and
maybe there's like a reallypretty, like spinny thing on
your website that you think isreally cool, but it's confusing
people, right.
There's so much data that youcan collect instead of just
(21:08):
assuming that what you'recommunicating in a digital
landscape makes sense, and sofor me, I really feel a sense of
safety and also excitement whenI know that we have a free
let's say a free lead magnet.
So we have our advancedintuitive pricing guide.
Now that I know that the guideis beautiful Meg made it.
(21:31):
We've got emails that fire offafter that sell a really cool
launch course that I've created.
Like I know that if someoneopts into that thing, they're
getting introduced to reallygood, high value resources, and
then they're also going to gothrough our welcome sequence and
join our evergreen emailsequence, and so I get excited
for that opt-in.
I get excited to then reverseengineer and think about how can
(21:53):
I get a visibility opportunityto talk about this topic?
Yeah, you know, can I do aYouTube video about it?
If I get invited onto a summit,can I tie in pricing so that
the freebie makes sense, like itjust helps me in my very linear
brain to be like okay, this nowis a content pillar, because I
(22:14):
don't want to just expect peoplewill randomly bump into it.
I need to promote it, I need topromote it.
I need to talk about a freeoffer or a low ticket offer, as
though it's like a high premiumoffer, because I still need to
sell people on the idea ofgetting in and giving me their
email address.
Speaker 1 (22:28):
And.
Speaker 2 (22:28):
I don't get as excited about doing that if I've
in the past, have made likereally cool, valuable freebies
and I just fizzle out on wantingto promote it because I'm like,
but I haven't really seenanything happen in my business
because of people opting in, andso that's really where the
strategy and thinking throughthe client journey helps and
then making sure, obviously,that the copy and the emails and
(22:50):
automations are set up.
But and maybe it's me but I getmore excited to drive people to
things that I know are wellsupported on the backend if that
makes sense.
Speaker 1 (23:02):
I love that.
It's just.
It's like service and strategy.
Speaker 2 (23:05):
Yeah, yeah, and.
I think you want to choose,like freebies that really are of
service and help your clientsolve a problem.
Speaker 1 (23:12):
And currently like that was a huge part of the
board meeting not also havingthe strategy behind it, because
I didn't have an email sequencethat was like working for me,
yeah, so it burnt me out.
So that's a it's that was likereal life examples, a real life,
because I was serving, serving.
Serving, yeah, but there's nostrategy to it.
(23:34):
So it's like that's where I'mlearning the lesson of I like to
move with intuition.
I like to move with service,yeah, but the strategy is going
to make a big difference forsustainability.
Speaker 2 (23:44):
Yeah, no, that's so true, and it doesn't have to be
that it's like a 20 emailsequence on the back.
Right, if you're running aweekly or a monthly free
networking group, having twoemails that go out after the
call like, hey, maybe you'rewondering more about.
You know what I brought uptoday as the host.
Maybe it was your first time.
Here's the three ways peoplecan work with me.
Just to bump people into.
(24:05):
You have invested energy, timeor money to hold, and so then
what is the follow up of thatconversation?
Yeah, those are really goodthings to think about and, just
from a practical standpoint,some simple homework.
If you're listening to this andrealizing, okay, maybe I've been
ignoring the backend of mysystems or this is all new to me
(24:27):
, here's a couple of just reallysimple things that you can do
to audit your own backend.
One would be to just askyourself the question audit your
own backend?
One would be to just askyourself the question if I got a
major speaking gig or a TikTokI did, went absolutely viral
tomorrow, how would it trulyserve my business?
Is my business ready to convertthat viral moment into actual
(24:49):
sales?
And if you're not quite sure,then that's a good awareness.
And if you're like, oh well,maybe, but I should really have
more emails, if you can identifythe next step, awesome.
The second question would be toask do I have clear funnels and
links set up for people to joinmy email list or buy my offers?
And the third would be what isone area of my backend that
(25:12):
needs attention this week?
You do not have to overhauleverything all at once.
You can certainly just identifya slight improvement and then
implement it and feel good aboutit.
So we encourage listeners todayto tackle one backend
improvement, whether it'supdating a link, creating a
thank you email, going throughone of your funnels yourself to
(25:32):
make sure that it's stillworking, or setting up a simple
lead capture form to grow youremail list, and these are the
things that Chelsea is a geniusat, and I wouldn't have any if
it was for what's after?
Speaker 1 (25:45):
So listen to this and then connect with Chelsea,
because it will change your life.
So we really hope that youfound this episode of the
Intuitive Marketing Podcast asinspiration to help you bring
the magic back into your ownmarketing.
Our goal is for the podcast tobe a compass in the chaos.
We know that you get bombardedwith information options and
conflicting ideas out there onthe internet streets.
(26:06):
We hope you'll tune into thenext episode, where we will be
diving into the topic of whetheryou really have to be on social
media and how it can be onepart of your visibility plan.
We hope to see you next time.
What if the secret to making your next big visibility
opportunity profitable isn'tjust about what you say in the
moment, but what happens behindthe scenes?
Speaker 2 (00:10):
Today we're digging into the hidden side of
visibility in business, thebackend systems that ensure your
audience doesn't just listenbut actually takes action when
they find you.
And this is a must if you'regrowing an audience on social
media, running in-person events,publishing a book or even
speaking on stages.
Hey there, friends.
Speaker 3 (00:29):
Welcome to the Intuitive Marketing Podcast,
where we ditch the bro marketingBS and bring you big sister
vibes instead.
I'm Meg and this is Chelsea.
Speaker 1 (00:39):
Your new biz besties.
Speaker 3 (00:41):
We met on TikTok in 2023.
Fast forward to now and we haveteamed up here to guide you
through the wild world ofmarketing your business with
heart and soul.
Speaker 1 (00:50):
Are you feeling lost or overwhelmed, maybe unsure of
your next steps, but you have abig vision of where your
coaching, healing, speaking orwriting career could be in the
next five years.
10 years Don't worry, we've gotyour back.
10 years Don't worry, we've gotyour back.
We'll help you tap into yourintuition, build a brand that
lights you up and leverageproven marketing strategies to
(01:11):
grow towards a six or evenseven-figure business in a way
that won't make you cringe.
Speaker 3 (01:14):
We're actually here to help you bring the magic back
into your marketing.
Speaker 1 (01:17):
Because marketing should feel good, not gross.
Speaker 3 (01:20):
Grab your favorite drink, get comfy and let's get
started.
Speaker 1 (01:23):
We're deep in a season of overhauling our own
backend systems.
We have a brand new website, weare updating Funnel, we're
creating a new applicationsystem for our agency, an
evergreen email sequences,automations and, let's be honest
, it doesn't always feelmoney-making in the moment.
We're so behind the scenes.
It's hard to also be visibleonline, which we are.
(01:46):
We're doing a good balance, butthis is the work that's
essential for growth and we knowit.
We're sharing how preparingyour business for visibility
lays the foundation for actualprofitability and sustainability
, I would say and how skippingthis step could leave
opportunities on the table andleave money on the table.
Speaker 2 (02:05):
Invisibility without preparation can mean missed
opportunities, and we hear thisall the time You'll hear.
I remember hearing a storyabout someone who had 300,000
followers on Instagram andlaunched a merchandise like
t-shirts in their brand and soldzero Right, and so that had not
been an audience that was liketrained for profitability.
(02:26):
They weren't asked to be takingactions until they had
something to sell, and so it canjust feel like there's so many
wasted opportunities and thatcan lead to burnout if you feel
like you're creating, creating,creating, growing a community.
But having that visibility,sidestepping with profitability,
is really what we need asbusiness owners, if you're more
(02:47):
than just an influencer or acontent creator, and so today
we're going to share somepractical ways.
It'll be a little bit more of alearning moment here in this
episode, because we want toensure that your business is
ready when big moments come,when big stages present
themselves to you, whetheryou're launching a book, landing
a speaking stage or gettingfeatured on a podcast, we want
(03:09):
you to have practical steps thatyou can have put in place
before those big opportunities,and hopefully, a couple of these
steps just like along the way,because we all work so hard
creating new exposureopportunities for our brand, our
business, our social mediaaccounts.
But if you haven't put some ofthese steps in place so that
there's an intuitive next stepfor people that find you, it
(03:33):
really is cutting yourself offat the knees and it just makes
it harder to recoup theinvestment of time or money that
you put out to create that newexposure, if that makes sense.
So it's this self-fulfillingprophecy If you don't have
systems in place, the visibilitydoesn't end up paying you more,
and then you start to burn out.
Speaker 1 (03:51):
Right and there's a tension between visibility and
profitability, because peopleoften feel like, well, I'm being
consistent, I'm being visible,okay, wonderful, but we have to
figure out how to bring themoney in, as, on, these systems
help you.
Make that easier for people toknow like, oh wait, I can buy
something from her, I can buysomething from them.
And the thing is is thatvisibility isn't usually
(04:14):
immediately profitable.
You have to build like know andtrust with people to get them
to spend money with yousometimes.
So it takes really showing upand consistency and then having
the systems in place before youactually can sometimes see the
return on your visibility andthat's okay, that's expected.
So a lot of us think like, okay, if I just show up and post
(04:35):
something on Instagram everysingle day, I'm going to make
money.
Well, no, no, no, no.
We got to back up a little bit.
We get an email list going.
We have to do some other thingsand potentially it could be
three months, 90 days of reallycreating momentum and having
these systems in place andincreasing your visibility,
(04:57):
increasing your conversationswith people, getting in front of
the right people before you seethat anybody is maybe even
interested in buying what youhave, and really leaning into
the fact that there's going tobe a buildup season.
You're going to have to investtime and energy into systems and
that might feel like okay, butI'm spending all this time and
(05:19):
I'm not moving the needle.
I'm not getting where I want togo, but it's so, so important
so that then when youpotentially have that viral
moment and you get, you know,100,000 people on your website
or you get whatever it is, thatthen there's a pathway to walk
them through to purchasewhatever it is, because we
(05:40):
oftentimes put Instagram andsocial media as the first thing
that you should be spending allthe time on.
I got to get visible, I got tobe in front of the people and
say cool, but then what happens?
if you're visible, right, and sothere's that tension there of
it's okay to be less visiblewhile you're setting up these
systems.
Speaker 2 (05:57):
And you've been in the content game for so long.
I do remember when it was likeyou had to hit 10,000 followers
on Instagram to be able to sharea link and it was like in
everybody's mind, guaranteedthat you would become profitable
once you had that opportunityand they started giving
everybody links and peopledidn't really know that you had
to have like happy systems inplace and I remember that switch
(06:21):
happening and people being likewait what I'm not like all of a
sudden a millionaire because Ican just write into a story.
It's so crazy.
And so what are some of thesesystems that we're talking about
?
What does it mean to preparefor visibility?
So some of the things thathappen quote unquote behind the
scenes, yes, creating a contentplan.
So if you are wanting to showher visibility, audits and
(06:43):
intensives and helping you tocreate so that process is
simpler.
So that can definitely beconsidered a behind the scenes
system.
But you showing up is part ofyour visibility, right?
Speaker 1 (07:06):
Right, and with that, I think, something that we do a
little bit different.
In these content plans andvisibility audits, we make sure
I go over with everybody Ifyou're putting time into this
content plan, what's yourfreebie going to be?
What's your lead magnet?
Where are we driving thistraffic to?
Because putting content outjust to put content out is not
going to increase your bottomline.
You need to have them goingsomewhere.
Speaker 2 (07:28):
Yeah, and I think making sure that you have a way
to be collecting emails, stayingin touch with your subscribers.
One of the primary goals ofshowing up on social media
should be that a percentage ofthose followers take a step to
join your email list eitherbecause they just want to be on
your newsletter list.
But I feel like that's not sexyenough these days.
Most people it's that they'regoing to opt in because you have
(07:49):
a free or low ticket offer thatsolves a problem for them, that
takes the conversations you'reputting out on social media a
next step and delivers somevalue.
And then we spend a lot of timeworking on funnels.
We do custom marketing funnelsat the agency and that's either
looking at like free opt-ins, soa lead magnet, or email
(08:09):
sequences that are going to fireoff once someone has taken a
certain step in your business,or sales pages where you're
selling your course or yourmembership and really walking
people through a greatonboarding on the back end.
So those are going to be soimportant as you have a bigger
audience looking at your website, clicking through, Can they
find what you just mentioned onyour social media post easily,
(08:31):
right?
And then making sure thatthere's clear pathways from
discovery to conversion.
I am someone who I've nevergone viral.
I have been very consistent forprobably a decade on social
media, but what I find moremaybe it's my astrology or human
design, I don't know, but it'sfor me social media the purpose
is more to build that know, likeand trust factor.
(08:52):
I grow up as people know what Istand for, they know what I
offer, and I grow my email listand I don't have a gigantic
email list, but it's definitelyof people who are, like, excited
to hear from me.
I think, especially if we justthink about the reality.
You know, on, let's just say,for on Instagram, they say that
what is it like?
(09:12):
Three to five percent of youractual followers are likely to
see a post.
But if you're getting a 46 or a52 percent open rate email list
, that step like puttinginvesting the time, energy or
money to create that step sothat someone can opt in to be on
your email list there's so muchmore likely to actually hear
from you.
And then, of course, you haveto decide if you're going to do
(09:35):
like a weekly newsletter or likelive communication to your
email list, or if you lean moretowards setting up like
sequences so that people arejust being catered to and
communicated with.
But these aren't likecomplicated systems that need to
be put in place.
But it makes such a bigdifference.
And what we're going to do,we're going to talk through
(09:56):
three like real life scenarios.
So I'm going to speak aboutspeakers and Meg is going to
talk about authors.
And if you're podcast guesting,like what are some real life
examples of how these systemscan improve your conversion and
what's happening in the bankaccount for your business?
So let's talk first about aspeaker.
Maybe you have been putting outyour media kit and pitching
(10:17):
yourself to summits or events,and so now you have, let's say,
an in-person speaking event, andso you're carving out your time
and your travel to be in personin front of a room, and so, yes
, you've got to do all thepreparation for your actual
keynote or panel presentation sothat in the moment, you're
going to be just in your zone ofgenius, right?
(10:38):
But you also want to be mappingout in advance what are you
hoping to have happen in yourbusiness because of this
exposure opportunity.
Hopefully you're getting paidfor your presentation, so like
that's a win for your businessin and of itself.
So like that's a win for yourbusiness in and of itself.
But you're on this stage,whether it's physical or virtual
(10:58):
, with a captive audience ofpeople who've already opted in
to learn about this topic, andso what are you going to ask
them to do?
That could become more businessfor you, either today, while
they're there in their seats, oreven weeks or months from now.
Ideally, you have a landingpage ready for those event
attendees.
You want to make it as simpleas possible, maybe in your slide
(11:20):
presentation, if you have likeslides up behind you on the
stage, making sure that there'sone towards the end with a QR
code, so that people can justlift up their phone and scan it
and take them to a link that'sstrategic for your business.
It could be that they're optinginto a texting service and
saying, yes, I want to receive atext series from you that
(11:41):
you've just spoken about fromstage.
It could be that you'recollecting their email to give
them a free checklist orsomething that goes hand in hand
with the topic, just somethingthat's going to be an easy yes.
It could even be it takes themto a quiz.
People love taking quizzes andmultitasking for a couple
minutes during a presentation ifit's going to help tailor them
(12:02):
knowing more about themselves.
I remember doing a sleep quizone time being in the audience,
where it was like about sleep,like archetypes, and so, of
course, I wanted to know what mysleep archetype was while I was
in the presentation, becausethen he talked about the four
archetypes, and so, of course, Iwanted to know what my sleep
archetype was while I was in thepresentation, because then he
talked about the four archetypesafter.
Or I was once in the audienceof Kendra Hall, who wrote the
(12:22):
book Stories that Stick, and shemade it so simple during the
presentation.
She had a QR code.
We all picked up our phone andshe had.
I think what you got was thefirst chapter of her book and a
checklist that would help youimplement some of what she was
teaching from stage.
So of course, everybody wantedto take their phone up and get
that.
And then in the back end, shewas selling the full book and
(12:46):
also a course about how to.
I think it was about like howto get in touch with your origin
story as a business owner,right, and so I just I was
sitting there in this momentrealizing that is so genius,
like she's getting paid to be onthis stage in front of about
5000 people.
Everybody looked around andeverybody's phone was up, and
(13:06):
out of that, such a highpercentage, I'm sure realize
that when you have a captiveaudience, the more you can have
thought through what is the nextintuitive step.
If it was a QR code to a $5,000speaking course with her or a
(13:27):
mastermind, that would have beensuch a big disconnect.
Speaker 1 (13:29):
Yeah.
Speaker 2 (13:30):
But thinking through OK, someone is likely to want to
buy my book, they're likely togo through a small course to get
to know what it's like to workwith me.
And so having those follow-upemail sequences that nurture the
leads after speakingengagements and sprinkle in a
next intuitive topic paid course, discovery, call, like whatever
it is that makes sense for yourbusiness model, or even if you
(13:53):
really are just a professionalspeaker that doesn't have
courses necessarily, it could bethat those emails are following
up with them and training them,basically training these new
email subscribers on what typesof events you speak and make it
more gigs from the follow-upemail sequence from people who
saw you speak.
Speaker 1 (14:10):
Yeah, and most speakers like this that we're
talking about are like bigvisionaries and they don't want
to be doing this on the back end, and that's why we do this in
the marketing agency because itis, although it's like simple
steps that we're talking through, it is nice to just have that
packaged and just like.
In my opinion, that's like whatI would go for, but in terms of
(14:31):
authors too.
So my first case study andworking with authors was my
sister and she self-published abook and became profitable
within two months, which is veryrare.
Speaker 2 (14:40):
Amazing.
Speaker 1 (14:42):
And how she did that was by creating real community
around her writing style andaround the fact that she was
writing a book as a mom of threechildren under five years old
at the time and working on itthrough the pandemic, things
like that.
She really documented andshared bits of that so that she
had people primed and ready togo, ready to buy that book, no
(15:05):
matter what the genre is or wasfor her.
People wanted to read her, whatshe had created during this
time.
So she did that.
She documented on Instagram,she documents on TikTok and then
she also has a newsletter list.
Something else that she createdwas book club questions for her
book once it came out.
(15:25):
Another way to like reallypromote community and doing it
in a group.
People wanted questions to goalong with that.
So that helps build her, youknow, even just like her thought
leadership as a self-publishedauthor and get people into her
ecosystem and ready for the nextbook to come out.
So it's, you can use differentkinds of lead magnets like that,
(15:47):
maybe like the book clubquestions.
Or she also did things like shecreated merch around the book
T-shirts stickers, but so thatled her to like when she was at
like more local like-shirtsstickers.
So that led her to when she wasat more local craft fairy type
places and she would be givingthese things out.
People would exchange theiremail for those types of things
so that they again they were inher ecosystem.
They were getting hernewsletter For thought
(16:09):
leadership books.
Thinking through an evergreenplace where you can send people.
So maybe at the end of the bookyou can send them to your
website or a quiz or a contactform saying that you're working
on your next book that's comingout, a quiz around a methodology
that you shared in the thoughtleadership book, so that they
(16:29):
can also get to know like whatkind of whatever it is they are.
And then, finally, like youreally want to think through
having systems of handling theincreased inquiries that come
from a media appearance.
So, whether it is like yourbook gets picked up and you are
on a local TV show or you knowGood Morning America, whatever
(16:49):
it might be, you want to thinkthrough what is the journey that
someone who is cold to yourcommunity, they've never heard
you and what do you want thembumping into next?
So say, you write a book onparenting and it gets picked up
on a big network and you don'thave anything set up on the back
end.
Right, they're going to see you.
They're going to think, oh, shedid a great job it was helpful.
It was so helpful, right.
(17:10):
And then they're going to goabout their day.
But how can you leave themwanting to be in your community,
your ecosystem, and thenthinking that through of?
It could be a quiz, like let'suse the quiz, for example.
So they leave your little twominute segment and they say I
want to learn what kind ofparent I am in this person's
framework, so lead them to thatquiz, walk them through that.
(17:32):
So then they're now gettingyour emails on the back end and
start have somebody set upemails that are really going to
speak to that type of person sothat they want to then buy your
$57 course or whatever it mightbe.
So really maximizing thatvisibility, because we kind of
stop at oh my God, Good MorningAmerica called right, I'm on it.
(17:54):
This is so exciting.
But then you see, if you don'thave those systems in place,
it's kind of like a blah blah.
Speaker 3 (18:01):
So, cool.
Speaker 1 (18:02):
I can put that on my website now, but you didn't make
any money from it.
Right, and to make thesesituations sustainable and worth
all the thought and time you'veput into it, you really want to
then turn people into buyers.
So it's similar for podcastguesting, but at the end of
(18:23):
every podcast most podcasts, 99%of them the host is going to
give you an opportunity to sharehow the listeners can find out
more about your work.
Just make sure you thinkthrough what that's going to
lead them to.
So are you going to lead themto one landing page that gives a
checklist, a freebie, likewhatever?
Oftentimes I get asked to be onpodcasts that mix like
(18:44):
motherhood and business.
Oh, that, maybe that isn't myfreebie about social media.
Maybe I need to create afreebie on working motherhood or
something like.
I should sit and think throughthat journey too, because you
could be on all different kindsof podcasts and look into, audit
what you're being asked for andcreate some kind of opportunity
and journey for those people.
(19:05):
And then you're the.
A community who's listening toa podcast really trusts that
host, so they're going to trustyour recommendation and it's a
great way to optimize thatrelationship really quickly
because you don't have to spendas much time getting them to
trust you because they trust thehost already.
So if you are a huge fan ofJenna Kutcher's podcast and she
brings somebody that you'venever heard of, you might be
(19:28):
more primed to buy their $100course more quickly because
Jenna recommended them right.
So just think through thatYou're going to not have to work
as hard most likely for theirtrust.
And then guide them to thisopt-in and make sure that that
email sequence on the back endis selling something, getting
them on a discovery call, doinga paid offering of some kind, so
(19:50):
that you can really leveragethe audience and speed up that
process Because you have them inthat moment.
They're trusting you, they wantwhat you have, so get that to
work for you.
Speaker 2 (20:01):
We're going to share just a couple personal insights
from the overhaul that we'vebeen doing.
So it's nice to hear this intheory and be like, okay, yeah,
this all makes sense.
It's this phase of auditingwhat you have in place or
assessing kind of what points ina client journey have a gap.
I think that's something I lovedoing in my client journey
audits is, sometimes you're justlike too close to your own work
(20:24):
and you're like, oh, it'sobvious what people would do
once they join my email list.
Well, is it?
I don't know, and it can feelvery non-glamorous and even
almost like vulnerable about.
Okay, let's just put this outall on the table and really
assess what's missing.
But it's worth the effortbecause you know what we're
seeing is there's so manydifferent tools.
You can look at your GoogleAnalytics or download MS Clarity
(20:46):
and see how people are actuallynavigating through your website
.
Because even if you think it isclear, if you realize that
nobody's clicking on the buttonsto book a discovery call and
maybe there's like a reallypretty, like spinny thing on
your website that you think isreally cool, but it's confusing
people, right.
There's so much data that youcan collect instead of just
(21:08):
assuming that what you'recommunicating in a digital
landscape makes sense, and sofor me, I really feel a sense of
safety and also excitement whenI know that we have a free
let's say a free lead magnet.
So we have our advancedintuitive pricing guide.
Now that I know that the guideis beautiful Meg made it.
(21:31):
We've got emails that fire offafter that sell a really cool
launch course that I've created.
Like I know that if someoneopts into that thing, they're
getting introduced to reallygood, high value resources, and
then they're also going to gothrough our welcome sequence and
join our evergreen emailsequence, and so I get excited
for that opt-in.
I get excited to then reverseengineer and think about how can
(21:53):
I get a visibility opportunityto talk about this topic?
Yeah, you know, can I do aYouTube video about it?
If I get invited onto a summit,can I tie in pricing so that
the freebie makes sense, like itjust helps me in my very linear
brain to be like okay, this nowis a content pillar, because I
(22:14):
don't want to just expect peoplewill randomly bump into it.
I need to promote it, I need topromote it.
I need to talk about a freeoffer or a low ticket offer, as
though it's like a high premiumoffer, because I still need to
sell people on the idea ofgetting in and giving me their
email address.
Speaker 1 (22:28):
And.
Speaker 2 (22:28):
I don't get as excited about doing that if I've
in the past, have made likereally cool, valuable freebies
and I just fizzle out on wantingto promote it because I'm like,
but I haven't really seenanything happen in my business
because of people opting in, andso that's really where the
strategy and thinking throughthe client journey helps and
then making sure, obviously,that the copy and the emails and
(22:50):
automations are set up.
But and maybe it's me but I getmore excited to drive people to
things that I know are wellsupported on the backend if that
makes sense.
Speaker 1 (23:02):
I love that.
It's just.
It's like service and strategy.
Speaker 2 (23:05):
Yeah, yeah, and.
I think you want to choose,like freebies that really are of
service and help your clientsolve a problem.
Speaker 1 (23:12):
And currently like that was a huge part of the
board meeting not also havingthe strategy behind it, because
I didn't have an email sequencethat was like working for me,
yeah, so it burnt me out.
So that's a it's that was likereal life examples, a real life,
because I was serving, serving.
Serving, yeah, but there's nostrategy to it.
(23:34):
So it's like that's where I'mlearning the lesson of I like to
move with intuition.
I like to move with service,yeah, but the strategy is going
to make a big difference forsustainability.
Speaker 2 (23:44):
Yeah, no, that's so true, and it doesn't have to be
that it's like a 20 emailsequence on the back.
Right, if you're running aweekly or a monthly free
networking group, having twoemails that go out after the
call like, hey, maybe you'rewondering more about.
You know what I brought uptoday as the host.
Maybe it was your first time.
Here's the three ways peoplecan work with me.
Just to bump people into.
(24:05):
You have invested energy, timeor money to hold, and so then
what is the follow up of thatconversation?
Yeah, those are really goodthings to think about and, just
from a practical standpoint,some simple homework.
If you're listening to this andrealizing, okay, maybe I've been
ignoring the backend of mysystems or this is all new to me
(24:27):
, here's a couple of just reallysimple things that you can do
to audit your own backend.
One would be to just askyourself the question audit your
own backend?
One would be to just askyourself the question if I got a
major speaking gig or a TikTokI did, went absolutely viral
tomorrow, how would it trulyserve my business?
Is my business ready to convertthat viral moment into actual
(24:49):
sales?
And if you're not quite sure,then that's a good awareness.
And if you're like, oh well,maybe, but I should really have
more emails, if you can identifythe next step, awesome.
The second question would be toask do I have clear funnels and
links set up for people to joinmy email list or buy my offers?
And the third would be what isone area of my backend that
(25:12):
needs attention this week?
You do not have to overhauleverything all at once.
You can certainly just identifya slight improvement and then
implement it and feel good aboutit.
So we encourage listeners todayto tackle one backend
improvement, whether it'supdating a link, creating a
thank you email, going throughone of your funnels yourself to
(25:32):
make sure that it's stillworking, or setting up a simple
lead capture form to grow youremail list, and these are the
things that Chelsea is a geniusat, and I wouldn't have any if
it was for what's after?
Speaker 1 (25:45):
So listen to this and then connect with Chelsea,
because it will change your life.
So we really hope that youfound this episode of the
Intuitive Marketing Podcast asinspiration to help you bring
the magic back into your ownmarketing.
Our goal is for the podcast tobe a compass in the chaos.
We know that you get bombardedwith information options and
conflicting ideas out there onthe internet streets.
(26:06):
We hope you'll tune into thenext episode, where we will be
diving into the topic of whetheryou really have to be on social
media and how it can be onepart of your visibility plan.
We hope to see you next time.
Popular Podcasts
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com
On Purpose with Jay Shetty
I’m Jay Shetty host of On Purpose the worlds #1 Mental Health podcast and I’m so grateful you found us. I started this podcast 5 years ago to invite you into conversations and workshops that are designed to help make you happier, healthier and more healed. I believe that when you (yes you) feel seen, heard and understood you’re able to deal with relationship struggles, work challenges and life’s ups and downs with more ease and grace. I interview experts, celebrities, thought leaders and athletes so that we can grow our mindset, build better habits and uncover a side of them we’ve never seen before. New episodes every Monday and Friday. Your support means the world to me and I don’t take it for granted — click the follow button and leave a review to help us spread the love with On Purpose. I can’t wait for you to listen to your first or 500th episode!