July 22, 2024 • 23 mins
Unlock the secrets of successful branding and marketing with our special guest, Nanette Asbury, a master of design, marketing, and event management with over 15 years of industry experience. Learn how Nanette transformed her passion for creating funky jewelry into a thriving career in brand development. She shares her unique journey from the arts to the boardroom, offering expert advice on balancing creativity with business strategy. Discover how compelling copywriting and storytelling can elevate your brand, with real-world examples from giants like Apple and Starbucks.
In our conversation, Nanette reveals the importance of understanding your brand and audience to craft deeply resonating messages. We discuss essential strategies, from including a call to action in every communication to driving traffic to a controlled website. Nanette shares invaluable tips on content marketing, SEO optimization, and the benefits of occasionally boosting posts to broaden your reach. Whether you're focusing locally or aiming for a national audience, this episode is packed with actionable insights to help elevate your brand and engage your audience effectively. Don't miss out on these practical tips to transform your marketing game!
https://www.linkedin.com/in/nanetteasbury/
https://www.nanettecreative.com/
A Mosaic is a bunch of pieces, put together, to make up the whole in a beautiful way. Here at Mosaic Business Consulting we discuss the various pieces of a business throughout the course of its life, and throughout all industries, and how these pieces, when put together, can help develop a better, more efficient, and effective running of YOUR business.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Laura (00:10):
Good morning.
I'm your host, lauraWagenknecht, owner of Mosaic
Business Consulting, and you'relistening to the Mosaic Life
with Laura W.
A mosaic is a bunch of piecesthat, when put together, make up
this beautiful picture in areally beautiful way.
When put together, make up thisbeautiful picture in a really
beautiful way, and this showplans to discuss the various
(00:31):
pieces of a business throughoutdifferent industries, and how
these pieces, when put together,can help develop a better, more
efficient and effective runningof your business.
To reach me, contact bizradious.
Today my guest is Nanette Asbury, and Nanette is a dynamic and
results-driven design, marketingand event management
(00:51):
professional with over 15 yearsof experience in brand
development, marketing strategy,content creation and
copywriting.
Boy oh boy.
This is fantastic.
Recognized for excellence inmarketing and community impact,
nanette is committed I meanreally committed to empowering
small businesses and supportingthe trade show industry.
(01:13):
As the founder of NanetteCreative, nanette coaches small
businesses on identifying targetaudiences, branding, marketing
and growth strategies.
With specialized expertise inwholesale, she develops and
executes branding and marketingstrategies that drive business
growth, implementing cohesivemessaging across social media
(01:37):
campaigns, websites and emailmarketing.
And let me tell you, she justdoes all this.
She does the social media, shedoes the website.
She does the emails it'sfantastic and she does craft
these compelling copy fornewsletters, promotional
materials and othercommunication channels, while
also managing website updates,seo optimization because we all
(02:00):
need that and Google my Businessto enhance online presence and
visibility.
So welcome to the show, nanette, it's great to have you here.
Nanette (02:07):
Well, thank you, I'm happy to be here.
Thanks for having me, and whata nice introduction, thank you.
Laura (02:13):
Well, and I'm kind of wondering, you know, how does
somebody decide to go intomarketing of all things?
Nanette (02:20):
You know, it seems like an interesting, Um career
plan um, I started off first asa maker and I did that for about
22 years.
I also had a gallery and thatwas really important.
Part of my business was topromote myself, find different
ways to get retailers attentionfor my products.
(02:42):
Um, I was so interested in itthat I decided to go to school
and get better at it.
Awesome, that was my first timeback, and when I did that I got
another job that was on thetrade show industry side, in
event management.
That's kind of where I reallystepped it up.
(03:03):
I really learned to work withother businesses based on people
I already knew, and then, ontop of that, many more that I've
met, I traveled all over thecountry looking for artists to
be in our show, and a lot ofthem were so new in business
that they needed a lot of help.
Laura (03:21):
And when you say that you were a maker a maker of what?
Nanette (03:27):
I did a line of jewelry and pewter and gift.
It was jewelry and gifts and itwas really funky and cool.
Yeah, it's a good for a longtime.
Laura (03:35):
Well, no, I think that's really cool.
So when you say that itconjures up a different feel, I
think, and I think people whoare creative different feel.
I think, and I think people whoare creative really struggle
then with launching theirbusiness, because it is the
business side of things thatmakes it more challenging
sometimes.
So how do you, how were youable to first go that direction?
(03:58):
And then, secondly, how?
You know, how how can you helpothers do that same thing?
Manage the business side.
You know.
How are you, how can you helpothers do that same thing?
Manage the business side.
You know, in addition to thecreative part, it is definitely
quite a balance.
Nanette (04:12):
I guess I have a little bit of a red, a right
brain and a left brain, yeah,and not every artist has it.
So what I felt the need to dowas try and help bring that out
of people, or at least help themby doing it for them or showing
them how to do it.
It started like, while I wasworking for the trade shows,
(04:35):
there was also a website, so Iwould help to enhance their
biographies talking aboutthemselves.
A lot of artists have a veryhard time doing that, so I just
sort of realized I had a flairfor copywriting and I feel like
I learned as I went with thatI'd never set out to be a
copywriter, but I think I'vegotten pretty good at it.
Laura (04:59):
Yeah, yeah.
And when you talk aboutcopywriting, I think people have
a confusion about what thatmeans.
You know, to me it feels likeit's just writing new ways of
saying things.
Nanette (05:15):
Yeah, there's just a way that you can enhance what
you're trying to say to yourtarget audience that resonates
with them and makes them want tolearn more and be part of your
story.
And I think that's really thetrick is to tell your story so
that you're not just trying tosell them.
You're trying to convey yourbrand, and you'll notice some of
(05:40):
the bigger companies doing that, but I think it's so subtle we
don't even realize it.
It's just the more you knowabout a brand and their like,
what their values are like, whenthat like hits home with you,
that's, you know a brand thatyou want to follow.
Laura (05:57):
Do you have an example for us that might be helpful for
us to understand?
Nanette (06:03):
I don't know why I always go back to it.
Like either, I'd say, apple orStarbucks an image where people
just they just want theirproducts.
I don't even like their coffeeand I love their logo and I love
their like products and it'sjust the weirdest thing.
I will go and consume theircoffee, but it's definitely not
(06:24):
my favorite, and it's becausethey cater to an audience that
is known for, like, having alittle style or, you know, maybe
they're the type that, like,are successful enough that they
need to like have a meeting at aStarbucks or telecommute from a
Starbucks.
Do they call that anymore?
(06:45):
Yeah, yeah, telecommute, or youknow?
Anyway, virtual working, right,and the same thing with Apple.
I mean, apple has a niceproduct and I'm a sucker for it
myself, but it's further thanthe product, it's the image and
that's really what you want toportray in your small business.
It's more than just yourproduct, it's, it's the whole
(07:07):
picture and telling that wholestory visually and with your
copywriting.
Laura (07:15):
Yeah, yeah, I can get that, and in today's market,
there's so much noise out there.
There's just so many differentwebsites and and people coming
at you with advertising and withmessaging and in social media
and in, uh, on their websitesand stuff.
What would you recommend fornewer businesses, let's say, or
(07:41):
even people that are in businessbut still need to build up
traction?
What would you recommend forthem to increase their audience?
Nanette (07:50):
I would say that they really need to examine who their
target audience is.
What are their interests?
If you don't know who yourtarget audience is, start to
really take a look at who you dohave so far as customers.
What do they do?
What do they do for a living?
Where do they hang out?
What kind of activities do theylike?
(08:11):
Are they more likely to useFacebook, instagram, tiktok?
What age group are they?
That helps a lot.
And then after that, it's justchoosing the channels that
you're going to market to andbeing really consistent about it
and share about yourself,because that helps them to
(08:33):
engage with you.
It's an emotional trigger thatthey want to know more about you
and you know some things can beabout your product, of course,
but like, also like your process, or like behind the scenes.
If you're cooking, like how areyou making it?
And you don't have to give awaythe whole story where you're
giving away your secrets, butlet them just see a little bit
(08:54):
of what you're doing.
Even just a snippet of your, ofyour, of your way of doing
things, helps get the audienceengaged with you emotionally.
And also, if you have a goodsense of humor, definitely show
that in your ways ofcommunicating with your audience
and I would say, do that inboth social media and with your
(09:16):
emails.
Laura (09:18):
And when you say like you have a sense of humor, is that
somebody who laughs or somebodywho tells good jokes?
Nanette (09:25):
I wouldn't say telling jokes, but just, yeah, I guess
just a sense of humor.
The way they do things, yeah,yeah, it's kind of hard to
describe, but you'll see somethings, whether it's they're
sharing something that is like agraphic post, like a you know,
or of them doing something funny.
(09:46):
I'm working with one customerwho loves to make, you know,
crazy faces and do crazy things,and you know she's got this one
picture that I'll be posting.
Looks like the hedges are liketaking over and trying to get
her.
You know she's making a faceand she does that stuff all the
time.
Or pictures with a calendarthat have snarky sayings and
(10:08):
things like that.
Laura (10:10):
I see.
So what about like selfdeprecating humor, thinking, you
know, saying don't do what I do, just do what I say, kind of a
thing, because because here Imade all these different
mistakes, something like that?
Would that also be sort of?
Nanette (10:27):
I guess.
So I mean, it really depends onwhat it is, but, like, being
authentic is really important.
So, like you could say like,hey, this is what happens when
things go wrong.
This is a you know.
This is a.
You know I forgot the food onthe.
You know on the wrong.
This is a you know.
This is a.
You know I forgot the food onthe, you know on the stove too
long and you know I was making anew sauce and it's wrecked.
(10:48):
Or you know the kiln didn'twork right and everything broke
inside.
Yeah, those kind of things areinteresting to people.
It's authenticity and peoplewant to know that you are real.
Laura (10:59):
Yeah, yeah, I think that's very true that this.
It seems like people are alwayssurprised if they hear oh no,
no, I did.
I definitely made that boo-boo,you know, but they're also.
It suddenly makes thisconnection easier, because then
they realize if I'm giving themideas, it's because I did the
(11:22):
boo-boo Right.
Nanette (11:24):
Yeah, that's part of the learning curve.
Even in like one of my firstvideos and I used my portfolio
because I felt like the overallvideo looked really good the
whole editing part of it, butthe sound quality there was a
leaf blower in the background itwas worse and I spent so much
time editing it.
So, like to be real, I wanted toshare it because I think the
(11:47):
overall production of it turnedout really cool, but the sound's
awful, so I'll fess right up tothat.
Yeah, I know the sound soundsterrible, but overall this is a
good video and I learned from it.
Like now I know Find out what'sgoing on in the area.
If you're going to interviewsomeone outside, use the place.
Laura (12:04):
Yeah, yeah, yeah, so true , so true, boy, we've all been
there, I think.
But I am kind of wondering youknow you do a lot of different
things which you know not everyperson does in their marketing
business.
Some people focus on websitedesign, some on email marketing,
some on social media or socialmedia advertising.
(12:25):
Of those different ones, whichone do you think is the most
important for businesses?
Nanette (12:36):
I think that, like if if someone was to pick only one
thing, I would say theirbranding is really important,
cause that carries througheverywhere.
And so you can be taught to dobetter social media or work with
someone like me and I could dolike strategy for you.
I don't have to actually manageyour social media.
(12:57):
I can just kind of mentor youand do some strategy, audit your
pages and see where you're atso far, that kind of thing so
you could always get help likethat.
And there's so much on YouTubeand just you could Google and
find so many blogs that willhelp you.
But in the end, your branding isthe most important thing.
That's what speaks to people.
(13:18):
That's the first impressionthat they get, and your brand is
how you interact with people.
Your logo is very obvious, yourbrand, but also just how you
interact, like how are youtalking to your target audience
on social media in person?
What's your customer servicelike?
Do you stand behind yourproduct?
Those are all things peoplewant to know.
(13:39):
Do you, you know?
Are your pieces sustainablymade?
Are you taking certain measureswith the energy you consume?
Are things like eco-friendly?
Those are all part of yourbrands and like how you're
telling your story to yourcustomers, and those are all
things that get the buy-in fromthe customer that they want to
be part of what you're doing andhave one of your products.
Laura (14:03):
Yeah, yeah.
And so you're saying it's allimportant.
The question is if you know you, or the issue is if you know
yourself and your brand reallywell and how it can reach your
audience and resonate with them.
That's the most important, andthen that permeates through all
of your messaging and yourwebsite, etc yeah, yeah.
Nanette (14:26):
And then also, when you're talking in on your social
media and when you're sendingout emails, have a call to
action.
Oh yeah, ask for the scale likeit's not you're not being a bad
sales, like you're not beingover salesy.
You don't have to be reallydirect about it, but always give
them how to buy or how to learnmore.
(14:48):
If you're on social media justlike, make sure that your
website is on every post nearthe bottom.
Just always have some form ofway that, if they are looking at
this ad, that you've got yourpost or your email for the very
first time.
Laura (15:04):
Don't let it be a mystery of how they, what steps they
should take next yeah, yeah, andyou know, as I went through
this process, I found peopletelling me you know, get your
website up, make sure it's ingood condition and and then
start driving traffic to thewebsite.
But I've also heard lately somepeople don't have websites and
(15:29):
find themselves doing fine withjust a Facebook or Instagram
account and things like that.
What would you recommend forfolks there?
Nanette (15:38):
I would say that you are depending on a platform
that's not yours and you want todrive business to you.
You control who your customersare by getting them on your
mailing list or having them getin the habit of going to your
website line like on, likeFacebook or, you know, instagram
(16:02):
or wherever you were.
They're always going to gothere instead of like to you,
and it's hard to retrain peopleonce you get them in the habit.
So it's always good to havethem come to you, direct the
traffic to your website.
Even if it's a simple website,that's the most important thing,
because those customers, whenyou get that list, that's like
(16:23):
how you grow and you keep takingcare of those customers,
staying in touch with them.
You just never know what wouldhappen with a platform.
Their algorithms change andthen you might not be hitting
those customers anymore.
They're not seeing you.
So it's really important tohave a website, even if it's a
simple one.
Laura (16:42):
And speaking of algorithms, things change so
dramatically on social media allthe time and I'm also, you know
, and Google and all thesethings what would you recommend
to people who, you know, justget lost in all that terminology
and all the all the differentfacets to SEO or other things
(17:05):
you know?
Nanette (17:07):
um, that's another reason why your post should have
a good amount of text in it,not a ton, but don't just put a
picture up with two words,because that does come up in SEO
.
So, if you go searching, yoursocial media posts come up as
well as people's websites, andso you do want to use a lot of
(17:28):
good like descriptive text.
Um, and by posting consistently, eventually you'll hit that
person, hit that search wherepeople are picking up on you in
one way or another.
So it might not be every postthat's doing it, but they're
searching something that doesbring up one of your posts and
that's why consistent contentmarketing is really important
(17:50):
for you.
Yeah, and as far as like, andeven on the website, having
descriptive text on your website, not just pictures, that's
pretty important Because, again,that's how you, that's like
free, free ways of beingsearched and having good content
as well.
So, like if you have a blog,just putting a few articles on
(18:13):
there, even if you don't havetime, like just once in a while
putting an article on there, allthose things make your website
have more authority becausethere's more um information on
it than like they.
The google will compare you toother websites and so you have
more information on it that'srelevant to those searches
(18:33):
you're going to come up earlierthat's relevant to those
searches you're going to come upearlier.
Laura (18:39):
Yeah, yeah, and you know I was just thinking about you,
were talking about marketingstrategy and things like that,
and you know there are so manythings that a person needs to
learn about marketing.
It's like this huge umbrella ofdifferent things, of the
different facets to marketing.
What do you think is importantfor an entrepreneur to consider
(19:05):
in general, other than thetarget audience that you've
already mentioned?
You know, what else do theyneed to consider their target
audience, their brand?
What's another facet for them?
Nanette (19:23):
Well, I guess the location too.
Are they marketing to people intheir area, like within a few
counties around them?
It just depends on what theirproduct is.
Are they hoping to market tothe whole country?
That changes a lot about howthey're marketing and,
unfortunately, that changes alot about how they're marketing.
And unfortunately, organic adsdon't always reach everybody.
So you should do consistentcontent, but eventually it
doesn't hurt to boost a few ofyour posts if they're performing
(19:47):
well.
So you really need to go intoyour dashboard and see which
one's getting the most interest,and that might be an ad that
you want to boost and that willhelp you hit the larger audience
.
And you can choose how muchyou're spending.
So you don't have to spend alot and you could just do that a
little at a time as you feellike you can justify it.
Laura (20:07):
Yeah, and now I've also heard from some people that
paying for ads is the only wayto go to get exposure, to reach
your audience, to get morenoticed.
And then I've heard from otherpeople that's not the case.
What are your thoughts aboutthat?
And then we're almost out oftime, so I just want to-.
Nanette (20:24):
Yeah, I would say boosting ads is important, but
if you can't afford it, then ofcourse don't do it.
Just keep making some goodcontent and getting it out as
much as you can and liking otherpeople's posts, commenting on
it, like if you find things thatare the same interest as your
target, like if you're lookingat a competitor, that, or even
(20:47):
just something similar to whatyou are, whatever the product is
that you are selling,commenting on posts where your
audience is gets your name outthere a little at a time.
So do that and, um, I do notrecommend people like hiring
companies that are like justpretty fly by night to uh spend
thousands of dollars a monthwithout them actually knowing
(21:10):
anything about you.
If anyone's going to do yourmarketing, they need to
understand your company.
Um, otherwise you're not goingto get what you need out of it.
They really need to get to knowyou, get to know your customer,
really do an analysis beforethey start talking about you.
Laura (21:27):
Great, great.
Well, how can people reach outto you?
How can they reach you if theyneed to learn more about you?
Nanette (21:34):
They could go to Nanette Creative.
It's N-A-N-E-T-T-E creativecom.
That's my website.
I also have an Instagram and,oh, I'm really active on
LinkedIn.
So, nanette Asbury, on LinkedIn.
You'll find me there.
Fantastic, yeah.
Laura (21:53):
That's great.
Well, I want to thank you somuch, nanette.
We could keep talking andtalking about stuff, so thank
you very much for your time andyour clear expertise about
marketing.
Thank you very much.
Yeah, this was fun, thank you,and thank you for listening to
the Mosaic Life with Laura W.
You can listen to this episodeagain and get this great content
, or listen to other great hostsand their shows by going to
(22:15):
bizradious and click on shows.
Thanks so much for listeningand have a great rest of your
day.
Good morning.
I'm your host, lauraWagenknecht, owner of Mosaic
Business Consulting, and you'relistening to the Mosaic Life
with Laura W.
A mosaic is a bunch of piecesthat, when put together, make up
this beautiful picture in areally beautiful way.
When put together, make up thisbeautiful picture in a really
beautiful way, and this showplans to discuss the various
(00:31):
pieces of a business throughoutdifferent industries, and how
these pieces, when put together,can help develop a better, more
efficient and effective runningof your business.
To reach me, contact bizradious.
Today my guest is Nanette Asbury, and Nanette is a dynamic and
results-driven design, marketingand event management
(00:51):
professional with over 15 yearsof experience in brand
development, marketing strategy,content creation and
copywriting.
Boy oh boy.
This is fantastic.
Recognized for excellence inmarketing and community impact,
nanette is committed I meanreally committed to empowering
small businesses and supportingthe trade show industry.
(01:13):
As the founder of NanetteCreative, nanette coaches small
businesses on identifying targetaudiences, branding, marketing
and growth strategies.
With specialized expertise inwholesale, she develops and
executes branding and marketingstrategies that drive business
growth, implementing cohesivemessaging across social media
(01:37):
campaigns, websites and emailmarketing.
And let me tell you, she justdoes all this.
She does the social media, shedoes the website.
She does the emails it'sfantastic and she does craft
these compelling copy fornewsletters, promotional
materials and othercommunication channels, while
also managing website updates,seo optimization because we all
(02:00):
need that and Google my Businessto enhance online presence and
visibility.
So welcome to the show, nanette, it's great to have you here.
Nanette (02:07):
Well, thank you, I'm happy to be here.
Thanks for having me, and whata nice introduction, thank you.
Laura (02:13):
Well, and I'm kind of wondering, you know, how does
somebody decide to go intomarketing of all things?
Nanette (02:20):
You know, it seems like an interesting, Um career
plan um, I started off first asa maker and I did that for about
22 years.
I also had a gallery and thatwas really important.
Part of my business was topromote myself, find different
ways to get retailers attentionfor my products.
(02:42):
Um, I was so interested in itthat I decided to go to school
and get better at it.
Awesome, that was my first timeback, and when I did that I got
another job that was on thetrade show industry side, in
event management.
That's kind of where I reallystepped it up.
(03:03):
I really learned to work withother businesses based on people
I already knew, and then, ontop of that, many more that I've
met, I traveled all over thecountry looking for artists to
be in our show, and a lot ofthem were so new in business
that they needed a lot of help.
Laura (03:21):
And when you say that you were a maker a maker of what?
Nanette (03:27):
I did a line of jewelry and pewter and gift.
It was jewelry and gifts and itwas really funky and cool.
Yeah, it's a good for a longtime.
Laura (03:35):
Well, no, I think that's really cool.
So when you say that itconjures up a different feel, I
think, and I think people whoare creative different feel.
I think, and I think people whoare creative really struggle
then with launching theirbusiness, because it is the
business side of things thatmakes it more challenging
sometimes.
So how do you, how were youable to first go that direction?
(03:58):
And then, secondly, how?
You know, how how can you helpothers do that same thing?
Manage the business side.
You know.
How are you, how can you helpothers do that same thing?
Manage the business side.
You know, in addition to thecreative part, it is definitely
quite a balance.
Nanette (04:12):
I guess I have a little bit of a red, a right
brain and a left brain, yeah,and not every artist has it.
So what I felt the need to dowas try and help bring that out
of people, or at least help themby doing it for them or showing
them how to do it.
It started like, while I wasworking for the trade shows,
(04:35):
there was also a website, so Iwould help to enhance their
biographies talking aboutthemselves.
A lot of artists have a veryhard time doing that, so I just
sort of realized I had a flairfor copywriting and I feel like
I learned as I went with thatI'd never set out to be a
copywriter, but I think I'vegotten pretty good at it.
Laura (04:59):
Yeah, yeah.
And when you talk aboutcopywriting, I think people have
a confusion about what thatmeans.
You know, to me it feels likeit's just writing new ways of
saying things.
Nanette (05:15):
Yeah, there's just a way that you can enhance what
you're trying to say to yourtarget audience that resonates
with them and makes them want tolearn more and be part of your
story.
And I think that's really thetrick is to tell your story so
that you're not just trying tosell them.
You're trying to convey yourbrand, and you'll notice some of
(05:40):
the bigger companies doing that, but I think it's so subtle we
don't even realize it.
It's just the more you knowabout a brand and their like,
what their values are like, whenthat like hits home with you,
that's, you know a brand thatyou want to follow.
Laura (05:57):
Do you have an example for us that might be helpful for
us to understand?
Nanette (06:03):
I don't know why I always go back to it.
Like either, I'd say, apple orStarbucks an image where people
just they just want theirproducts.
I don't even like their coffeeand I love their logo and I love
their like products and it'sjust the weirdest thing.
I will go and consume theircoffee, but it's definitely not
(06:24):
my favorite, and it's becausethey cater to an audience that
is known for, like, having alittle style or, you know, maybe
they're the type that, like,are successful enough that they
need to like have a meeting at aStarbucks or telecommute from a
Starbucks.
Do they call that anymore?
(06:45):
Yeah, yeah, telecommute, or youknow?
Anyway, virtual working, right,and the same thing with Apple.
I mean, apple has a niceproduct and I'm a sucker for it
myself, but it's further thanthe product, it's the image and
that's really what you want toportray in your small business.
It's more than just yourproduct, it's, it's the whole
(07:07):
picture and telling that wholestory visually and with your
copywriting.
Laura (07:15):
Yeah, yeah, I can get that, and in today's market,
there's so much noise out there.
There's just so many differentwebsites and and people coming
at you with advertising and withmessaging and in social media
and in, uh, on their websitesand stuff.
What would you recommend fornewer businesses, let's say, or
(07:41):
even people that are in businessbut still need to build up
traction?
What would you recommend forthem to increase their audience?
Nanette (07:50):
I would say that they really need to examine who their
target audience is.
What are their interests?
If you don't know who yourtarget audience is, start to
really take a look at who you dohave so far as customers.
What do they do?
What do they do for a living?
Where do they hang out?
What kind of activities do theylike?
(08:11):
Are they more likely to useFacebook, instagram, tiktok?
What age group are they?
That helps a lot.
And then after that, it's justchoosing the channels that
you're going to market to andbeing really consistent about it
and share about yourself,because that helps them to
(08:33):
engage with you.
It's an emotional trigger thatthey want to know more about you
and you know some things can beabout your product, of course,
but like, also like your process, or like behind the scenes.
If you're cooking, like how areyou making it?
And you don't have to give awaythe whole story where you're
giving away your secrets, butlet them just see a little bit
(08:54):
of what you're doing.
Even just a snippet of your, ofyour, of your way of doing
things, helps get the audienceengaged with you emotionally.
And also, if you have a goodsense of humor, definitely show
that in your ways ofcommunicating with your audience
and I would say, do that inboth social media and with your
(09:16):
emails.
Laura (09:18):
And when you say like you have a sense of humor, is that
somebody who laughs or somebodywho tells good jokes?
Nanette (09:25):
I wouldn't say telling jokes, but just, yeah, I guess
just a sense of humor.
The way they do things, yeah,yeah, it's kind of hard to
describe, but you'll see somethings, whether it's they're
sharing something that is like agraphic post, like a you know,
or of them doing something funny.
(09:46):
I'm working with one customerwho loves to make, you know,
crazy faces and do crazy things,and you know she's got this one
picture that I'll be posting.
Looks like the hedges are liketaking over and trying to get
her.
You know she's making a faceand she does that stuff all the
time.
Or pictures with a calendarthat have snarky sayings and
(10:08):
things like that.
Laura (10:10):
I see.
So what about like selfdeprecating humor, thinking, you
know, saying don't do what I do, just do what I say, kind of a
thing, because because here Imade all these different
mistakes, something like that?
Would that also be sort of?
Nanette (10:27):
I guess.
So I mean, it really depends onwhat it is, but, like, being
authentic is really important.
So, like you could say like,hey, this is what happens when
things go wrong.
This is a you know.
This is a.
You know I forgot the food onthe.
You know on the wrong.
This is a you know.
This is a.
You know I forgot the food onthe, you know on the stove too
long and you know I was making anew sauce and it's wrecked.
(10:48):
Or you know the kiln didn'twork right and everything broke
inside.
Yeah, those kind of things areinteresting to people.
It's authenticity and peoplewant to know that you are real.
Laura (10:59):
Yeah, yeah, I think that's very true that this.
It seems like people are alwayssurprised if they hear oh no,
no, I did.
I definitely made that boo-boo,you know, but they're also.
It suddenly makes thisconnection easier, because then
they realize if I'm giving themideas, it's because I did the
(11:22):
boo-boo Right.
Nanette (11:24):
Yeah, that's part of the learning curve.
Even in like one of my firstvideos and I used my portfolio
because I felt like the overallvideo looked really good the
whole editing part of it, butthe sound quality there was a
leaf blower in the background itwas worse and I spent so much
time editing it.
So, like to be real, I wanted toshare it because I think the
(11:47):
overall production of it turnedout really cool, but the sound's
awful, so I'll fess right up tothat.
Yeah, I know the sound soundsterrible, but overall this is a
good video and I learned from it.
Like now I know Find out what'sgoing on in the area.
If you're going to interviewsomeone outside, use the place.
Laura (12:04):
Yeah, yeah, yeah, so true , so true, boy, we've all been
there, I think.
But I am kind of wondering youknow you do a lot of different
things which you know not everyperson does in their marketing
business.
Some people focus on websitedesign, some on email marketing,
some on social media or socialmedia advertising.
(12:25):
Of those different ones, whichone do you think is the most
important for businesses?
Nanette (12:36):
I think that, like if if someone was to pick only one
thing, I would say theirbranding is really important,
cause that carries througheverywhere.
And so you can be taught to dobetter social media or work with
someone like me and I could dolike strategy for you.
I don't have to actually manageyour social media.
(12:57):
I can just kind of mentor youand do some strategy, audit your
pages and see where you're atso far, that kind of thing so
you could always get help likethat.
And there's so much on YouTubeand just you could Google and
find so many blogs that willhelp you.
But in the end, your branding isthe most important thing.
That's what speaks to people.
(13:18):
That's the first impressionthat they get, and your brand is
how you interact with people.
Your logo is very obvious, yourbrand, but also just how you
interact, like how are youtalking to your target audience
on social media in person?
What's your customer servicelike?
Do you stand behind yourproduct?
Those are all things peoplewant to know.
(13:39):
Do you, you know?
Are your pieces sustainablymade?
Are you taking certain measureswith the energy you consume?
Are things like eco-friendly?
Those are all part of yourbrands and like how you're
telling your story to yourcustomers, and those are all
things that get the buy-in fromthe customer that they want to
be part of what you're doing andhave one of your products.
Laura (14:03):
Yeah, yeah.
And so you're saying it's allimportant.
The question is if you know you, or the issue is if you know
yourself and your brand reallywell and how it can reach your
audience and resonate with them.
That's the most important, andthen that permeates through all
of your messaging and yourwebsite, etc yeah, yeah.
Nanette (14:26):
And then also, when you're talking in on your social
media and when you're sendingout emails, have a call to
action.
Oh yeah, ask for the scale likeit's not you're not being a bad
sales, like you're not beingover salesy.
You don't have to be reallydirect about it, but always give
them how to buy or how to learnmore.
(14:48):
If you're on social media justlike, make sure that your
website is on every post nearthe bottom.
Just always have some form ofway that, if they are looking at
this ad, that you've got yourpost or your email for the very
first time.
Laura (15:04):
Don't let it be a mystery of how they, what steps they
should take next yeah, yeah, andyou know, as I went through
this process, I found peopletelling me you know, get your
website up, make sure it's ingood condition and and then
start driving traffic to thewebsite.
But I've also heard lately somepeople don't have websites and
(15:29):
find themselves doing fine withjust a Facebook or Instagram
account and things like that.
What would you recommend forfolks there?
Nanette (15:38):
I would say that you are depending on a platform
that's not yours and you want todrive business to you.
You control who your customersare by getting them on your
mailing list or having them getin the habit of going to your
website line like on, likeFacebook or, you know, instagram
(16:02):
or wherever you were.
They're always going to gothere instead of like to you,
and it's hard to retrain peopleonce you get them in the habit.
So it's always good to havethem come to you, direct the
traffic to your website.
Even if it's a simple website,that's the most important thing,
because those customers, whenyou get that list, that's like
(16:23):
how you grow and you keep takingcare of those customers,
staying in touch with them.
You just never know what wouldhappen with a platform.
Their algorithms change andthen you might not be hitting
those customers anymore.
They're not seeing you.
So it's really important tohave a website, even if it's a
simple one.
Laura (16:42):
And speaking of algorithms, things change so
dramatically on social media allthe time and I'm also, you know
, and Google and all thesethings what would you recommend
to people who, you know, justget lost in all that terminology
and all the all the differentfacets to SEO or other things
(17:05):
you know?
Nanette (17:07):
um, that's another reason why your post should have
a good amount of text in it,not a ton, but don't just put a
picture up with two words,because that does come up in SEO
.
So, if you go searching, yoursocial media posts come up as
well as people's websites, andso you do want to use a lot of
(17:28):
good like descriptive text.
Um, and by posting consistently, eventually you'll hit that
person, hit that search wherepeople are picking up on you in
one way or another.
So it might not be every postthat's doing it, but they're
searching something that doesbring up one of your posts and
that's why consistent contentmarketing is really important
(17:50):
for you.
Yeah, and as far as like, andeven on the website, having
descriptive text on your website, not just pictures, that's
pretty important Because, again,that's how you, that's like
free, free ways of beingsearched and having good content
as well.
So, like if you have a blog,just putting a few articles on
(18:13):
there, even if you don't havetime, like just once in a while
putting an article on there, allthose things make your website
have more authority becausethere's more um information on
it than like they.
The google will compare you toother websites and so you have
more information on it that'srelevant to those searches
(18:33):
you're going to come up earlierthat's relevant to those
searches you're going to come upearlier.
Laura (18:39):
Yeah, yeah, and you know I was just thinking about you,
were talking about marketingstrategy and things like that,
and you know there are so manythings that a person needs to
learn about marketing.
It's like this huge umbrella ofdifferent things, of the
different facets to marketing.
What do you think is importantfor an entrepreneur to consider
(19:05):
in general, other than thetarget audience that you've
already mentioned?
You know, what else do theyneed to consider their target
audience, their brand?
What's another facet for them?
Nanette (19:23):
Well, I guess the location too.
Are they marketing to people intheir area, like within a few
counties around them?
It just depends on what theirproduct is.
Are they hoping to market tothe whole country?
That changes a lot about howthey're marketing and,
unfortunately, that changes alot about how they're marketing.
And unfortunately, organic adsdon't always reach everybody.
So you should do consistentcontent, but eventually it
doesn't hurt to boost a few ofyour posts if they're performing
(19:47):
well.
So you really need to go intoyour dashboard and see which
one's getting the most interest,and that might be an ad that
you want to boost and that willhelp you hit the larger audience
.
And you can choose how muchyou're spending.
So you don't have to spend alot and you could just do that a
little at a time as you feellike you can justify it.
Laura (20:07):
Yeah, and now I've also heard from some people that
paying for ads is the only wayto go to get exposure, to reach
your audience, to get morenoticed.
And then I've heard from otherpeople that's not the case.
What are your thoughts aboutthat?
And then we're almost out oftime, so I just want to-.
Nanette (20:24):
Yeah, I would say boosting ads is important, but
if you can't afford it, then ofcourse don't do it.
Just keep making some goodcontent and getting it out as
much as you can and liking otherpeople's posts, commenting on
it, like if you find things thatare the same interest as your
target, like if you're lookingat a competitor, that, or even
(20:47):
just something similar to whatyou are, whatever the product is
that you are selling,commenting on posts where your
audience is gets your name outthere a little at a time.
So do that and, um, I do notrecommend people like hiring
companies that are like justpretty fly by night to uh spend
thousands of dollars a monthwithout them actually knowing
(21:10):
anything about you.
If anyone's going to do yourmarketing, they need to
understand your company.
Um, otherwise you're not goingto get what you need out of it.
They really need to get to knowyou, get to know your customer,
really do an analysis beforethey start talking about you.
Laura (21:27):
Great, great.
Well, how can people reach outto you?
How can they reach you if theyneed to learn more about you?
Nanette (21:34):
They could go to Nanette Creative.
It's N-A-N-E-T-T-E creativecom.
That's my website.
I also have an Instagram and,oh, I'm really active on
LinkedIn.
So, nanette Asbury, on LinkedIn.
You'll find me there.
Fantastic, yeah.
Laura (21:53):
That's great.
Well, I want to thank you somuch, nanette.
We could keep talking andtalking about stuff, so thank
you very much for your time andyour clear expertise about
marketing.
Thank you very much.
Yeah, this was fun, thank you,and thank you for listening to
the Mosaic Life with Laura W.
You can listen to this episodeagain and get this great content
, or listen to other great hostsand their shows by going to
(22:15):
bizradious and click on shows.
Thanks so much for listeningand have a great rest of your
day.
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