EP4. 3 Marketing Myths Every Small Business Owner Needs to Know

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EP4. 3 Marketing Myths Every Small Business Owner Needs to Know

A deconstruction of 3 of the most common marketing myths we see surface again and again.

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TRANSCRIPT

Welcome

Anna Jonak: [00:00:34] Welcome to episode 4 of the Brave Business podcast we are Anna and Flori the founders of Business School for Mums an online business school completely dedicated to seeing mums in business thrive.

Florencia Pyke: [00:00:48] We love it. Now. We thought we'd go with the theme of winning and losing again.

Anna Jonak: [00:00:53] Yes we think that might be our thing.

Florencia Pyke: [00:00:56] I think so right.

Anna Jonak: [00:00:57] Based on our life, yes [both laugh] or our lives, yeah.

Florencia Pyke: [00:01:00] Exactly. So winning, well winning for me, I guess, well I mentioned that we wanted to buy a house - remember that was on the big picture vision. So I actually ticked that box on the weekend.

Anna Jonak: [00:01:11] OMG. Yes you sent me a message like 'oh my God it's happening'.

Florencia Pyke: [00:01:18] Oh I felt like I was going to puke [both laugh] .

Anna Jonak: [00:01:20] Oh my god - the commitment.

Florencia Pyke: [00:01:24] I literally went through all emotions on the day. I felt like I was going to puke, then I was elated, then I cried and now it's like 'oh my God'.

Anna Jonak: [00:01:32] It's been in the pipeline for a while you've been doing a lot of back and forward on this place.

Florencia Pyke: [00:01:36] Yeah so very excited.

Anna Jonak: [00:01:36] So hashtag winning.

Florencia Pyke: [00:01:37] Hashtag winning. Hashtag losing for me, so today I had my kids, which was a winning moment I'm not saying that's losing...

Anna Jonak: [00:01:44] Yes she was [laughs]. 'I had my kids'. [laughs]

Florencia Pyke: [00:01:44] We had fun but there was certainly a few losing moments and a very standout one was taking Alma to her swimming lesson. Her swimming lesson where she proceeded to basically, like reach her arm out to me for an excruciating 15 minutes of screaming and yelling and finally, I was like, I just can't take this anymore. She's three and a half too. I think it would be one thing if, you know, they're one year old ok I get it. Eighteen months I get it - three and a half mate. .

Anna Jonak: [00:02:22] She doesn't want to be there, it's just like my daughter. They're both strong willed young ladies shall we say, well we wonder where they get that from [Flori agrees] [both laugh].

Florencia Pyke: [00:02:30] Speaking of Alma why don't you tell us you're losing moment today. [laughs] .

Anna Jonak: [00:02:35] Yes I'm going to go straight into losing from there because my three-nager also punished me today. I realised that I could not negotiate with her like there was just no winning I couldn't get shoes or coat on her this morning and I tried everything. I tried to bribe her. I tried to shout, I tried to coax. In the end I took it out of the house and I just left her with no shoes and coat on and walked up the road and she followed me so slowly. And then just had a tantrum in the street to the point where I had to man, like firemen lift her, and take my other kids back into the house because it was just - I was so embarrassed with what was happening in my street I was like oh my God. Anyway so my lesson from that [Flori laughs] is that sometimes the mindset skills that I have developed for the business, one must bring back into, [Flori still laughing] you know, maybe our family life. Be comfortable with the discomfort because let's be honest this is one thing about kids is that we have no control. [Flori agrees] For the most part as much as we try and lay the law in some respects, they're going to do what they want and it is an uncertain time and when you are used to, you know hashtag control freak [laughs].

Florencia Pyke: [00:03:40] Well especially the female three-nager, is like, it's a species, it's its own thing, I swear to god it's on another level. .

Anna Jonak: [00:03:50] Can you imagine when they're older like if they get together what they would do. [laughs].

Florencia Pyke: [00:03:54] I'm petrified, [Anna laughs] like I really am petrified. .

Anna Jonak: [00:03:57] So yes anyways that was my losing moment too.

Florencia Pyke: [00:03:59] What was your winning.

Anna Jonak: [00:04:00] My winning moment was wrapping up our self leadership course last night. So I've been running a dedicated three part series for our students which is all about, really self development, but from self trust and self love and authenticity. It's been quite deep shall we say. It's been a very deep course. We do lots of different mindset stuff across our program, but this kind of definitely went a bit deeper and was a bit raw and we just saw some amazing things happening in the community as I took them through the content and even for me personally.

Florencia Pyke:[00:04:29] Yeah right I've heard some really positive feedback from our students who I have been chatting to in the forum, so in our personal coaching threads, a lot of students coming and telling me how amazing it's been on the journey with you over the past three weeks.

Anna Jonak: [00:04:42] Yeh it's been intense.

Florencia Pyke: [00:04:43] I can imagine that's some pretty strong and awesome content for our students to tap into when they're hitting a roadblock. Hey.

Anna Jonak: [00:04:51] Well it would take them on a journey, it took me on a journey writing it so it's amazing but that just goes to show as I was saying, I think that you're always learning and developing [Flori agrees] and there's stuff that I learn as well. Also just really applies back to our kids and the parents that we're becoming. So the stuff that I was taking people through which was really interesting because I think quite often we get so focused on what we're doing in our business and you know leading from that perspective. But it's also about what we're putting down in our environment [Flori agrees]. So yes. Big week. And now we've got a big session. Which is all - this is Flori's jam today. So you're going to see her getting rather excited because she likes to nerd out and she gets little nerd glasses on when it comes to all things marketing because that's the road we're going down today.

Florencia Pyke: [00:05:34] I'm excited.

 

3 marketing myths

Anna Jonak: [00:05:35] She is. We're talking the three marketing myths that every small business owner needs to know and there are tons more than three. There's lots and lots but we've really honed in on the three that we see like surface again and again for students, and for our followers and just generally people in small business. What we see are the mistakes that they're making basically and we want to make sure that we draw attention to them so that you guys have a new level of insight into some of this stuff.

Florencia Pyke: [00:06:02] Yeah absolutely. And before we start exploring these myths in detail now, one thing you will want to know is that we've created a really great accompanying quiz that you can go and complete that's going to get you really thinking as to whether you are exercising these myths or not in your business. So it's awesome, you can go download it, as well as our show notes on our website businessschoolformums.com/podcast.

Anna Jonak: [00:06:33] You've been planning that little quiz for them,  haven't you.

Florencia Pyke: [00:06:35] Yeh.

Anna Jonak: [00:06:35] So exciting stuff. Okay so look let's crack into it. And let's deep dive - here we go it's on - into three myths. I'm just going to top line them and then Flori is going to take you through the first one because she's going to get very excited about this one. So at number one 'I'm on Social I'm posting every day and I'm boosting my ads. Why isn't my marketing working?'

Florencia Pyke: [00:06:58] So common.

Anna Jonak: [00:06:59] Yes. Number two 'marketing spend is a risk and a cost'. And number three 'I can DIY my branding'. Let's go.

 

Myth #1:

'I'm on social every day. Why isn't my marketing working?' 

Florencia Pyke: [00:07:06] So many thought starters there. Okay so let's hit the ground running with number one. And as Anna said, that's the myth we see all the time. [Anna agrees]. Hashtag all the time, amongst our students, amongst prospects where people are saying 'you know I'm posting on social media, I'm on there every day, I'm even boosting.'

Anna Jonak: [00:07:32] Yep I'm using a bit of the ol' Facebook ads.

Florencia Pyke: [00:07:32] I'm putting five bucks behind these ads and boosting them on Facebook and I just am not gaining any ground.

Anna Jonak: [00:07:42] I'm not getting any sales.

Florencia Pyke: [00:07:42] I'm not getting the leads, I'm not getting the sales. What am I doing wrong. Okay, so I think, part and parcel, I think it's great that you're on social media. There is no taking away from that and I will say this though, and I really want to emphasise this point and we're going to talk about this over the podcast a lot, but you do really want to make sure that you're posting on the social channels where you know that your target market is active on, [Anna agrees] because it's time consuming. [Anna agrees] It's time consuming so you want to make sure that you are being heard and seen by the correct audience. And I think it's great that you're boosting and you're posting but having just these touchpoints is not enough. Okay so really at the crux of the lesson behind this myth is that you need an overarching greater strategy [Anna agrees].

 

Customer Touchpoint Strategy

 

Anna Jonak: [00:08:37] That's the thing - it's a base, it's a touchpoint.

Florencia Pyke: [00:08:40] Exactly.

Anna Jonak: [00:08:41] It's not your strategy.

Florencia Pyke: [00:08:42] That's exactly right. And you know in marketing, there's so many rules of thumb but it's anywhere from six to twelve touchpoints...

Anna Jonak: [00:08:52] ... before someone converts.

Florencia Pyke: [00:09:08] Yep correct. .

Anna Jonak: [00:08:56] Which is a lot, people don't realise that when you talking twelve touchpoints, we've had people, in our kind of sales funnel - ah the word slipped out - but for over a year, kind of coming, you know just following yeah. They're in the background until they're ready. But it's the constant engagement. [Flori agrees].

Florencia Pyke: [00:09:15] And to your point Anna, we can see, we tag them at every single activation or any point they hit our sales funnel, and we'll talk about that really shortly but, so to Anna's point, we use Active Campaign, you can go into our email marketing platform and there are contacts in there...

Anna Jonak: [00:09:33] ...that have been to webinars to challenges.

Florencia Pyke: [00:09:35] Have like 30 touchpoints and they still haven't converted. Like it is just a touchpoint, you need a greater over arching strategy and Anna mentioned the word.

Anna Jonak: [00:09:46] I did, I said it, sorry got excited.

Florencia Pyke: [00:09:48] It's alright, it's an exciting concept. I don't blame you [both laugh]. So the sales funnel...

Anna Jonak: [00:09:55] What is that? I think you need to tell people what that is because it's one of those terms where we bandy stuff around now because we used to using it yeah. It is kind of one of those things are people like, ok what is it.

 

 "A sales funnel is like dating"

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Florencia Pyke: [00:10:10] Yeah I think it's really important to clarify and if you know you're listening to this podcast and you've come on the journey with us for a while now you'll know what we're talking about and you'll also know my favourite way of explaining a sales funnel, because it's the best way. Honestly the penny really dropped from me when I was learning about this stuff, rewind a few years back, and one of my favourite digital marketers is Ryan Deiss, and he explained the sales funnel like dating and I was like, yes, this finally makes sense - I get it. You know the light switched on for me. So basically you know he says like say that you're at a bar (premarital status ok), and you see a guy across the bar, you might make some eye contact and you now keep kind of looking at each other and maybe he approaches you, you guys exchange numbers. Okay start texting the next few weeks you decide to go out to dinner. You start dating, you sleep over at each others places okay it's starting to get hot.

Anna Jonak: [00:11:14] Nice.

Florencia Pyke: [00:11:14] The flames are going and you know your boyfriend/girlfriend, it's getting serious and you know, fast forward I don't know 12 - 18 months because you know - why not. You know when it's right. I mean Anna knew it was right in three weeks or something [both laugh].

Anna Jonak: [00:11:31] Not the time or the place [both laugh]. Some people move faster than others, some people only need one or two touchpoints ok. [both laughing] That's all it is.

Florencia Pyke: [00:11:44] You know when you know and then you get engaged and then you get married in the next six months, so that is how I want you to think about the sales funnel, is that, it's your job to establish a sense of trust and a relationship with your prospects. It is your job to be their friend. Like literally think of them as your friend that you are dating and you know when you get married is when they buy from you. Yeah and that is how I want you to think about it. Think about all those touchpoints that go on in-between seeing each other at the bar until you get married. Like all that trust that goes into that relationship building and that's exactly what you want to think about the sales funnel is that your you're leading them on a journey where you're building and building and building on that trust until eventually they buy from you. You get married. right...

Anna Jonak: [00:12:37] ...because so few people do just hop on to our website. Especially if they're surfing and they come across something and just buy.

Florencia Pyke: [00:12:43] Less than one percent is the statistic. So there you go.

Anna Jonak: [00:12:47] But it's good because people should know that because I think we get a lot of people coming to us and again there is that 'why am I not getting sales' and it's because you have to appreciate that you have to be doing this for a while you have to be in people's faces for a while. You have to build that trust.

Florencia Pyke: [00:13:00] You have to experiment.

Anna Jonak: [00:13:01] Yes which we'll talk about as well when we get a bit further down.

Florencia Pyke: [00:13:05] That's also another big thing like what what you might try may not work and that's fine but you have to be prepared to try another thing [Anna agrees], but we'll talk about that in a bit. But just some key terms for you to be across when it comes to your sales funnel. So at the very top of your sales funnel you may have heard of the term lead magnet okay, so that's like a freebie or an opt-in and there are so many different types of lead magnets but you definitely want to have something where you're giving something of value to your audience in exchange for at least their name and their e-mail address. And then from there you want to really nurture them via, be it different blog content, podcasts, social media, email marketing. There are so many different opportunities to nurture them and then you know another kind of key term that lays in the middle of the funnel is something called the trip wire. Okay and the trip wire is basically getting that prospect to buy from you that very first time and it's usually an introductory price product or service and it gives the prospect an opportunity to really experience your offering and to start to establish that trust with them. And the thing is, that once they spend money with you the first time, if they have a positive experience, their propensity to buy from you again...

Anna Jonak: [00:14:27] ...increases.

Florencia Pyke: [00:14:28] Exactly. I mean I know that for sure. Like I know...

Anna Jonak: [00:14:31] ... if you have a good experience like yeah I am. I know I can go back, the trust is there.

Florencia Pyke: [00:14:34] I don't want to research again like who has the time. [Anna agrees] You know I'm just like oh it worked. I'm going to go back to that website you know like for gift buying. I am 100 percent on board with clothing same thing right. And then at the bottom of the funnel is your core offer. So that's really your flagship product.

Anna Jonak: [00:14:54] or service

Florencia Pyke: [00:14:55] or service. Exactly like your your core thing you know people

Anna Jonak: [00:14:59] know you for.

Florencia Pyke: [00:15:00] Exactly. Exactly right. So that's kind of it in a nutshell.

Anna Jonak: [00:15:05] Yeah. Top to the bottom so you're kind of starting by giving people something of value. And I think that's it the whole way through it's about providing value because that's where you build the trust because you're giving people that experience of you.

Florencia Pyke: [00:15:15] Yeah. Yeah exactly right. Now in terms of a few other kind of key points with your sales funnel and getting it to work I mentioned you know you want to experiment we're going to talk about that again, but you also want to know your target market intimately. Okay so you want to make sure that you're giving them stuff that's really going to resonate with them okay that they're going to value a lot that's going to get them excited in okay. And when you test different things you're also going to want to measure and we're going to talk about that in a little bit more. In terms of how many funnels...

Anna Jonak: [00:15:50] ...Yes start with one. [Flori agrees] Get one done really well because they are quite time consuming when you start to build a series in a sequence and you start thinking about the journey you want to take people on [Flori agrees] and you want to test

Florencia Pyke: [00:16:01] and you want to just nail one - you know like less is more guys honestly, you want to get one thing right and then you expand. But just less is more. And if this is totally overwhelming you, I mean look I think we both absolutely understand but this is the kind of thing that we go through step by step in our Small Business Pro program and really help to nut out amongst our students because it is so so important to get this right in order to drive leads down your sales funnel and to get the sales that you need.

Anna Jonak: [00:16:32] And I think also to put it in perspective of building your strategy for the long term, having a constant stream of leads you're building things for the long term. [Flori agrees] It's not just about converting to a sale now but it's about you know completely talking to people over time and over a period of time...

Florencia Pyke: [00:16:48] ...taking them on that journey - dating.

Anna Jonak: [00:16:48] Yeh 100 percent. I mean for us, we have probably about three working funnels at the moment, and we've definitely tried and tested them many times over, broken them down put them back together again and all sorts. But when you get things working it's phenomenal.

Florencia Pyke: [00:17:04] Yeah. I couldn't agree more.

Anna Jonak: [00:17:06] And then you begin to attract the right clients and we're definitely, over coming podcasts, going to be talking to you guys about attracting the right clients for your business. The ones that are just you know, you're a match made in heaven. [Flori agrees] Okay so an introduction to the sales funnel and I guess coming back to perspective of realising that it's not just about a social media post, that social media post is essentially just one little piece of a much bigger puzzle or much bigger sales funnel and leads people in down to different points. Okay number two marketing or spending on marketing is a risk and a cost. Well is it? It's a good question.

Florencia Pyke: [00:17:48] No. [ehnt] [both laugh]

 

Myth #2:

'Spending on marketing is a risk and a cost'

Anna Jonak: [00:17:48] First up I think we need to talk about risk and think that's quite important and that is we appreciate that spending, especially when you are early in your business is scary, and we will talk about a couple of personal examples around this because we've definitely had to lean in and be scared and uncomfortable, but it's definitely and this is a mindset thing with regards to how you approach what you're doing, but your risks generally are going to be much greatly reduced when you've actually done your due diligence. So when you have gone through a business plan and you've done your research you've kind of got feedback from your target market, you've tested your price point. You know there's a big volume of your audience out there that want what you've got and Flori talks about knowing that they're on the right channels. All of these different things like if you're going to invest in a channel you need to know that your audience are there and they're kind of you know, they're engaging with it. But your risks can be greatly reduced before you spend if you know that you've kind of got what people want and need and you know where to be talking to people.

Florencia Pyke: [00:18:41] Yeah. And you have those foundations in place right because it really does start with that.

Anna Jonak: [00:18:45] Because you see so many people just wanting to spend money on Facebook without actually having a good brand or a good strategy or so many other things. But yes so it is risky to spend on your marketing only if you are going out there with no idea what you're doing because then the chances are that your return on investment isn't going to be great. But if you're confident with who you're talking to then it becomes more about tweaking. And so this is where we want to get testing. And I think that you've alluded to it a lot when we just spoke now but you do need to test different things and we've certainly been on that journey and you're also going to find that things work pretty well for a little while and then the market moves or you know new technology comes out or something. But things just change. You could have been working your strategy for a real long time and it would be bringing in a lot of money or being real lucrative and then overnight it can just completely change and we've seen that year in year out. We've had to test different funnels, different channels, different touchpoints, to see what's effective and we're constantly having to monitor so that we can see what to do next.

Florencia Pyke: [00:19:44] Yeah sorry just one point to really emphasise that and build on what you just said Anna, you know especially today where the online landscape is changing so quickly. You know Facebook ads for instance you know we've identified that's a great channel for us but even then with the algorithm that's changing, [Anna agrees] weekly at times literally, exactly what worked one week...

Anna Jonak: [00:20:09] ...doesn't work the next.

Florencia Pyke: [00:20:10] Exactly. So even when you've mastered a channel it doesn't mean that you you can kind of set and forget. [Anna agrees] You really need to keep up with the Joneses and be across every single little change that's going to potentially affect your results.

Anna Jonak: [00:20:26] Yeah. We were just talking about one of our clients actually just now and how she's been absolutely killing it and then she's just started to see a downturn. And we were just saying that sometimes people can get very comfortable in doing things. They get very comfortable in what's been working and we've certainly been burnt that way. We use certain strategies when we were growing and starting out and they just stopped working and it was like Holy crap what do we do now. Like as in we've completely relied on this. So we've definitely learnt the long hard way that you have to be evolving and testing.

Florencia Pyke: [00:20:56] You know it's funny because I was actually listening to another podcast myself a couple weeks ago and I think I told you this, we were talking on the phone and I said, you know I just listened to this podcast where they were saying you know online move so quickly now digital marketing but literally when you find something that works it's almost like 'oh sh*t' now it's time to figure out something else.

Anna Jonak: [00:21:16] What's next [both laugh]

Florencia Pyke: [00:21:16] Because in two weeks time this may not be working. [Anna agrees] And that just gives you, you know a bit of a clue on how quickly things are changing and how much you have to be on top of it.

Anna Jonak: [00:21:27] Ah yes. Not that we want to overwhelm you again. We just want to put it into context I guess is that - don't set and forget, if you've done your due diligence and you're keeping up to date with things then it really does just become about testing and tracking, and tracking is really a second thing which which we want to talk about. And we have got like Flori has created this insane document which just blows my mind when we look at it. Do you want talk a bit about your marketing tracker.

Florencia Pyke: [00:21:54] My little tracker. Yeah. So I mean it's honestly it's become such an essential tool for us when so for instance we just set up a recent funnel and there were, I don't know like, how many pages of emails, that we created as part of that funnel. And as part of that process when we put the e-mails together we really considered everything from best performing subject line, from best click rate, from time of day - all these things. And the reason why we were able to so quickly analyse and put together the best performing content for these e-mails was thanks to this tracker. So literally every time we've had an activation, I've recorded every single, you know from unsubscribed rates to open rates to click rates to one email was sent to A/B split test every thing. Yeah. But you know it always takes me a while to record it all the data.

Anna Jonak: [00:22:54] It's time consuming but it is so valuable.

Florencia Pyke: [00:22:55] It is so worthwhile because now we know we're putting your best foot forward because we've done all this analysis over the last 12 months. And any time now we put an ad out we put an e-mail up we do any of these things, we know that we're collating the best of the best in the copy, the ad image, the time of day that we do think like so you know data gives you any insights. It's gold, honestly...

Anna Jonak: [00:23:24] ...numbers anything with numbers. Absolutely. It is...

Florencia Pyke: [00:23:27] It's power

 

Marketing Spend Due Diligence

 

Anna Jonak: [00:23:28] And I think that one thing we will do in coming podcasts we will be doing something on goal setting and I think that especially when like it will be really important to do a year in review. And when we feedback in the same thing each year tracking every single activation and peaks across the year to see what worked. And then as you said you're then looking within each activation at lots of detail but it's that kind of insight that enables you to make the right decisions with what you're going to do next because you've got data with which to work with and I think that that's the thing a lot of people are flying blind then they're just kind of putting their finger in the air and trying something and they wonder why it doesn't work.

Florencia Pyke: [00:24:04] Yeh I couldn't agree more.

Anna Jonak: [00:24:37] So part two of kind of this section on risk and cost and I guess the big thing I want to talk about now is that when people talk about the cost obviously they're relating it to spending money.[Flori agrees] And for me this really comes down to a lot about money mindset. But even just the way that people talk about it is they talk about it as an outlay or a loss or a spend and all of those words they're about like you know losing money as opposed to an investment. And we really want you to look at it if you are, if you've done your due diligence and you know you're quite confident in why you want to spend that you actually are investing in something - you're investing in the future of your business. Because when we look at what we've invested and obviously the ultimate aim is that what you invest you get back. [Flori agrees] and you don't just get back what you put in but you get back four or five fold. In which case we're looking at you know 400 percent ROI return on investment. So you know you're not just spending for the sake of it you're actually getting your money back and then some.

Florencia Pyke: [00:25:05] Yeah. I mean ideally. But like I always say to even if you flatline if you get your money back from work then think of it as free marketing [Anna agrees] which is not a bad thing because you're getting your brand out there, well at least not running an ad a loss. [together]

Anna Jonak: [00:25:19] But obviously from an ideal scenario we're looking at rocking it but I think this is the way we want you look at it, is that you are investing in your business and it's really imperative that you do it for the most part like on average, we're looking at a 10 to 12 percent of revenue coming in is what gets re-allocated just into marketing, so ad dollars against your business and we could not have grown our business without spending on advertising.

Florencia Pyke: [00:25:45] Forget it.

Anna Jonak: [00:25:47] There is just no way, we would have been, god I can't even imagine actually.

Florencia Pyke: [00:25:52] No I think very early on in the piece as well, there was pressure that the business had to make money. So it wasn't like oh let's do this for a year and then see. So due to that element of pressure that we both felt, the business had to make money, and so we had to invest [Anna agrees] in our marketing and a number of other tools and assets and education and what not but it all paid off.

Anna Jonak: [00:26:20] Yes definitely, look and on that note of investing, we invested in our education we actually invested at one point, I think we were in our about fourth, maybe six months in, I can't remember now specifics, it was the early on in the piece, and we were very much at a point where we plateaued and it was very much that same thing we've been trying things, and the same things weren't working and we were bit lost and we invested in a business coach and it was a sh*t ton of money. It was a sh*t of money for where we were at in our business journey [Flori agrees] given we'd started to bring money in very quickly, we'd obviously found our niche and everything else it was working really well, but we invested way more than we'd earned at that point and it was pretty scary. I think I was due my third baby in about a month's time and it was a lot of money coming out from us and it was a risk in that it was scary, but we analysed it and we certainly put our best foot forward with it and we did a risk analysis and then we set some goals in place and I think this is another thing. Coming back to money mindset, it's the way that you approach this it's not just the language that you use and realise that you're investing in yourself and the whole point of this is to invest in the long term for your business and for yourself. But it's also just thinking about coming back to you backing yourself. We see a lot of people kind of lacking confidence in their return on investment but that really comes back to people focusing on things not working. Also there's a lot of history and it really does have an impact even just on a coaching call yesterday. If you've grown up with money, without money, with scarcity, someone who is gambling or someone who is really frivolous with their money, all of these things have a huge impact on how we view money and how we then go on to engage with money. [Flori agrees]. And it's actually really worth exploring because a lot of people end up kind of not having a good relationship with it and then not doing the things that they want to do or not approaching things the right way.

Florencia Pyke: [00:28:10] Yeah no I think there are some really valid points that you make just one thing that triggered my mind whilst you were talking about that, I see obviously in the personal coaching forum I talk about marketing all the time, day in and day out with our students. And one thing that I think is so important to highlight and this doesn't have to do necessarily with money but I do really want to make a point about this, is that if something is not working for you, much like you were saying Anna, I don't want you to be like I'm defeated. This is it. You have to be prepared to put in the hard yards and try something else. I'm sorry but that is marketing. Nobody has a crystal ball. It's all about trying things and not one strategy is going to completely change your business. It's the sum of parts game honestly and it's tweaking this and I mean even one tweak on your squeeze page or your lander can make the difference between getting a return on investment of you know 10 percent to 500 percent. [Anna agrees] So you just like don't get bogged down.

Anna Jonak: [00:29:17] You have to kind of look at it, I reckon it's like looking at it like a puzzle. It is like how I make it work. Let's tweak this let's try that. [Flori agrees] And yeah I know from our experience we have just tried so much and I know I know that in a few months time we try get a hundred and one other things because somethings will just stop working [Flori agrees] and you cannot put all your eggs in one basket and get comfortable at all.

Florencia Pyke: [00:29:39] You can't get comfortable. That is the main thing we've learnt the hard work is the hard way. [Anna agrees] And now I think our mindset and our approach to it is...

Anna Jonak: [00:29:48] ...one step ahead of the game man, let's keep going.

Florencia Pyke: [00:29:51] We're proactive at least in that respect. I think you know the first year or so when when things didn't go as planned it was really hard for ourselves to you know pick up from it. Whereas now it's just it's ingrained in us.

 

Myth #3:

'I can DIY my branding'

Anna Jonak: [00:30:03] Yes it's just standard. Alright, there we go. We knew that was going to happen [Flori laughs] let's keep moving. Okay let's move on to number three which is all about DIY-ing my brand.

Florencia Pyke: [00:30:14] Right. So we see this all the time honestly especially amongst mums in business. I swear it's like a plague for mums in business to DIY their branding because it goes back to this whole money roadblock element

Anna Jonak: [00:30:30] of backing yourself, investing, fear, confidence.

Florencia Pyke: [00:30:33] That's correct. And you know by DIY-ing I mean doing it yourself. So doing everything you're doing...

Anna Jonak: [00:30:40] ... generally to be honest with mums in business it's everything

Florencia Pyke: [00:30:42] Yeah they try to do everything and you know well I know we certainly we did our own branding in the very beginning so actually we had a graphic designer do our logo. From the outset we had our logo and brand guidelines. We definitely ticked that box but then we did our own website.

Anna Jonak: [00:31:02] You

Florencia Pyke: [00:31:04] Yeah well I did the website and it was fine. It served a purpose and it got us running, like hit the ground running because you have to start somewhere [Anna agrees] but it was honestly, it was like few months down the track.

Florencia Pyke: [00:31:15] I think it was about four months and where we invested in again and we got a professional web designer and our tech guru to help put a professional website together and honestly that just lifted the business like tenfold seriously. It made such a turning. It was a turning point [Anna agrees] it was a massive turning point. So there is such a great example that goes to show you how important it is to invest in certain things and your brand being one of them and you know whilst before talking about investing in things your website as well. Especially if you are focused on providing your offering online.

Anna Jonak: [00:31:56] Yeah and I think that the key to this as well is that we see and I guess to put this into context, and you'll say this, that first impressions are so important [Flori agrees] and you can lose people you'll lose business just because your website isn't as it should be and I can't tell you the number of websites that will go on and check when we've got new students joining or something like that and you'll see that websites aren't optimised for mobile, people haven't tested on different screens or in different browsers or even on different mobile devices because an iPhone is going to be different to a Samsung and you can just lose business on this and I think that it's you know you can also put in the context I bet yourself how many websites have you abandoned because you've gotten there and gone. Hmm. It doesn't feel legit.

 

Brand Guidelines Example

 

Florencia Pyke: [00:32:37] I don't go back, that's the problem.

Anna Jonak: [00:32:38] You don't return.

Florencia Pyke: [00:32:40] You don't go back. So you want to put your best foot forward. And people especially today in the digital landscape, we've been trained to get what we need and go really darn quickly [Anna agrees]. So you literally have you know three to five seconds, two to three seconds, honestly it's a matter of seconds, to make that first impression so you want to really make that first impression count right. And you also ideally in a perfect world want to get a lead out of that. So and that goes back to the sales funnel but yeah DIY-ing it can be a very dangerous thing and you know

Anna Jonak: [00:33:16] unless you're a designer

Florencia Pyke: [00:33:17] yes unless you're a designer of course. But yeah, DIY-ing, I mean a key point here whilst we're speaking about doing it yourself, is that it can lend itself to wearing so many hats and we see this so much

Anna Jonak: [00:33:29] and we're really busy we are we are mums in business.[Flori agrees] I think this is where it's appreciating that we're already doing a thousand things so to kind of then try and tackle on all the tech

Florencia Pyke: [00:33:40] especially the important the really important elements you know and I think that you need to leave yourself some room and opportunity to outsource some of these important tasks because you know don't forget that it's that 80-20 rule right, where you know 20 percent of the activities that you invest in are actually

Anna Jonak: [00:33:59] the ones that drive your business

Florencia Pyke: [00:34:00] correct they are going to matter the most. So just think about that, because it's pretty important.

Anna Jonak: [00:34:04] It comes back to what we said last episode as well about getting help. [Flori agrees] about outsourcing and getting help in certain things and like you know if you're techie and you're really creative great some people will really nail it when they DIY it and they'll outsource other things. But in this instance you know I think it's one of those things where you can put a bit of money aside or work towards it or have that you know definitely be lifting your brand.

Florencia Pyke: [00:34:28] Yeah I couldn't agree more.

Anna Jonak: [00:34:33] Okay. Well I think that we've given you lots of food for thought. I'm sure that we went off on a tangent in many different ways but to summarise as we come towards the end, just think about when you next hit your social media platform and ask yourself am I just posting left right and centre or is this part of a bigger plan is it feeding in something, am I driving people somewhere or am I building a relationship or am I getting the leads.

Florencia Pyke: [00:34:54] Yeah absolutely. And number two just be prepared to invest that keyword, you know invest in your marketing. It is honestly your ticket to business growth and the key to it really getting this right is to test and measure as you go.

Anna Jonak: [00:35:10] Maybe actually I'm just thinking maybe we do a money mindset one, we'll do something around money mindset, coming back to this. So let us know if you want to see something on money mindset and because we'll put one together. [Flori agrees] And number three yep be careful about DIY-ing your brand because it can have long term ramifications on your business. Alright.

Florencia Pyke: [00:35:26] So many a-ha moments. Alright. Marketing gold on fleek now. Don't forget to head to the website businessschoolformums.com/podcast to snap up your quiz. Okay so that you can be sure that you're not exercising any of these myths when it comes to your marketing strategy in your business

Anna Jonak: [00:35:44] or have a bit of a wake up call either way. Like we said we want to give you some wakeup calls. That's what we're here for,

 

Parting thought...

Florencia Pyke: [00:35:50] Parting thought for the day when it comes to your marketing and this ties back to the whole sales funnel and dating element. Now this is a quote from Steve Jobs and he says 'get closer than ever to your customers, so close that you tell them what they need, well before they even realize it themselves'.

Anna Jonak: [00:36:09] Awesome. Okay let's wrap it up and say and remember be brave your business.

 

Brave Business Inspiration - Steve Jobs

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