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EP9. From Mass Marketing to Mass Personalisation

Did you know that on an average day, a person can be served up to 5,000 ads? So, what does this mean for you as a small business owner? It’s becoming increasingly difficult to achieve the cut-through you need to get noticed.

And with this in mind, we want to share with you 5 key tactics you can implement in your business TODAY in order to get your message not only noticed, but acted on - by switching gears from mass marketing to mass personalisation. These tactics will help you to gain trust with your audience, which is an essential ingredient to converting leads into customers.

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TRANSCRIPT

 

Welcome

Anna Jonak: [00:00:31] Welcome to Episode 9 of the Brave Business podcast. We are Anna and Flori the founders of the Business School for Mums, an online business school completely dedicated to seeing mums in business thrive.

Flori Pyke: [00:00:43] Love it. All right well in true podcast style shall we open up with our hashtag winning, hashtag losing moments so

Anna Jonak: [00:00:51] Let's do it.

Flori Pyke: [00:00:52] Hashtag winning.

Anna Jonak: [00:00:53] OMG there's been a few big ones for us this week.

Flori Pyke: [00:00:57] Yeah it's been pretty crazy. Massive one - out of ten thousand plus nominees for the Telstra Small Business Awards, we are one of six finalists for the emerging and exciting new business category. Yes so honestly I mean I was crying like all of yesterday. [Anna laughing] It's the pregnancy hormones.

Anna Jonak: [00:01:19] It's not the pregnancy hormones because I cried too and I'm not pregnant. I don't think I am anyway.

Flori Pyke: [00:01:27] Well, you're not allowed [both laughing] because I don't know how we are going to juggle that one too. Give me a few months at least, But anyway. Yes. Yeah. Absolute goosebumps. We're very excited.

Anna Jonak: [00:01:40] Super excited. It was a rigorous process. It's been full on it's been intense but it was so worth it. And I actually really recommend anyone go through the process because it really gives you things to think about. And I mean we teach a lot of the stuff that they ask you for and vision planning and everything else. But it is such a wonderful exercise and we could not be more pleased to have, I guess have our efforts recognised. [Flori agrees]. And also in such a short space of time I guess you know a couple of years old as a business so this is just amazing for us.

Flori Pyke: [00:02:09] Yeah very very excited.

Anna Jonak: [00:02:11] Winning

Flori Pyke: [00:02:11] Yeah massive winning. Losing, hashtag losing, well I mean I have to say and I think most people would agree, packing to move house is just like seriously I am over it and am not even, like I have barely scratched the surface.

Anna Jonak: [00:02:27] You've got like two weeks for it.

Flori Pyke: [00:02:30] I've got two weeks to go but I think I'm in this mindset that I'll just like chip away at it. But part of me is just like ah I just get this all done in one one go because I feel it eats away at me a little bit.

Anna Jonak: [00:02:41] You need to get the kids out for a day and get it done.

Flori Pyke: [00:02:43] Yeh exactly.

Anna Jonak: [00:02:44] You could actually drop the kids up here for an afternoon if you want, just as an FYI.

Flori Pyke: [00:02:48] I wouldn't do such a thing to you.

Anna Jonak: [00:02:49] Hey three kids five kids same shizzle. Alright, my hashtag winning. Well obviously the Telstra, massive up there, but we also have some other exciting news which has been, I mean sometimes I don't know how we do it. But we are actually launching a new brand. A new brand slash business, I don't know which way to articulate it best but its known as Beyond Brave. So for those of you listening to the Brave Business podcast it really is taking things one step further to go Beyond Brave and essentially what it is it's an elite private coaching program designed for women in business who are a little bit further along.  Business School for Mums are very much catering to people who are kind of early in their business journey getting up and growing. Whereas this is very much more about growth and scaling so the entry requirements are for women who are doing a minimum of 100,000 dollars in revenue. And it is very much about one on one personal coaching, a mastermind group of just 20 women who are already driving in their business and getting them to drive that little bit further faster. Not that little bit further [Flori agrees] - as far as we can go.

Anna Jonak: [00:03:51] Go Beyond Brave! Let's do this do this.

Flori Pyke: [00:03:55] Let's do this. Yeah. Very very excited.

Anna Jonak: [00:03:56] Poor old Jo.

Flori Pyke: [00:03:57] Student Liasion

Anna Jonak: [00:03:57] She's like, what are you doing now. [laughing]

Flori Pyke: [00:04:02] Like I know our graphic designer too and our web guy. They're all like Oh God no. [laughing]

Anna Jonak: [00:04:07] Here we go again. [laughing]

Flori Pyke: [00:04:10] But no this is really exciting. And in fact we've already had a number of applicants.

Anna Jonak: [00:04:14] Like we've already got rid of, well not rid of, but filled half the places which is super exciting.

Flori Pyke: [00:04:18] Which is pretty crazy because we haven't even officially launched it yet. It's just been through the grapevine. People have heard about this opportunity and yeah we are absolutely pumped that it is taking off as quickly as it can.

Anna Jonak: [00:04:31] And it's great we already trialled a mastermind earlier in the year and it's so good to get to chat to women one on one. We lost the connection, so having those phone calls and then bringing the group together. I actually am getting my hair done on Thursday because we were holding a big strategy session for them all.

Flori Pyke: [00:04:46] Oh are you getting your hair done for it.

Anna Jonak: [00:04:48] Yeh I thought why not. It's been a bit epic the last few weeks of the challenge, with the Telstra stuff, with launching this brand, feel like I need a bit of TLC.

Flori Pyke: [00:04:56] Maybe I should get like a mani pedi or something.

Anna Jonak: [00:04:59] Let's do it. Okay bring it. So losing, hashtag losing moment. My son smashing his face into a bike on the concrete and splitting open his lip I was like Oh My God. There was blood everywhere and I was like oh my God because I had my hand over it when it first happened then I took my hand off and I was literally blood everywhere and I was like [gasp]. Fortunately quick thinking between my husband I kept my hand there and then we found a nappy, like a nappy [Flori laughs], that hadn't been used I should say. A clean nappy but it just helped soaked up all the blood. So but bless him, you know Jack pushed his luck and he sat on my lap in the front seat in the car on the way home strapped in because he was like refusing to sit in his car seat. But then it's the first thing he bragged about to everybody afterwards. I sat on Mummy's lap in the car.

Flori Pyke: [00:05:42] Oh bless his little heart. But he didn't have to go to hospital in the end did he.

Anna Jonak: [00:05:46] No not in the end. It was like he had a massive chunk out of his lip and I was like oh my God but Bo reckons he can tell people down the track that he wrestled crocodiles [laughs] when he's got scars.

Flori Pyke: [00:05:56] Why not right.

Anna Jonak: [00:05:56] Yeah bring it on. As you do. That's what boys do right.

Flori Pyke: [00:06:02] Yeh exactly [both laugh] So hashtag losing got it. Now let's get into today's episode. [Anna agrees].  And today I'm particularly excited about this one because we are going to be discussing quite a bit around marketing.

Anna Jonak: [00:06:15] Woohoo.

Flori Pyke: [00:06:15] Yes and shifting your marketing strategy from mass marketing to mass personalisation.

Anna Jonak: [00:06:21] What does that mean Flori.

Flori Pyke: [00:06:23] Great question Anna [laughs]

Anna Jonak: [00:06:25] It is.

Flori Pyke: [00:06:26] So, what we mean by this is that you know, everyone, we're all, I mean you, I,  listeners everyone here, we are so much more receptive to ads and messaging that are tailored and that meet our own personalised needs and wants as opposed to blanket messaging. So you know back in the day we would have received blanket messaging all the time you know brands would have just pumped out messaging and ads, billboards, you name it. I mean we are, I was googling this actually for this episode, I was like how many ads are we exposed to per day. And I read somewhere it was up to 5000.

Anna Jonak: [00:07:05] Get out.

Flori Pyke: [00:07:06] Yeah but you just don't realise it. Right.

Anna Jonak: [00:07:08] Well maybe I was going to say we don't go out that much [both laugh] I reckon it's a bit less.

Flori Pyke: [00:07:14] But I'm like you know say that you're

Anna Jonak: [00:07:16] commuting and you're walking and you're listening to radio and you're in the car and then [Flori agrees]. And you're on your device in between.

Flori Pyke: [00:07:23] A hundred percent. So you're getting bombarded everywhere but long gone are the days that you know everyone's targeting you with a blanket message. Now it's really personalised and it's really customised to previous actions that you've taken with that brand. So what we want to talk to you about today in a bit more detail is really how to get more personalised in your marketing efforts. And we're going to be discussing five tactics specifically that you can implement today in your small business in order to basically connect more closely with your audience so that your marketing efforts are far more effective and really resonate with your audience.

Anna Jonak: [00:07:58] People get bombarded so much with ads generally as you said that I think it gets to a point when you get really selective about where you pay your attention to [Flori agrees] So you have to be able to stand out and when you just feel like you're just getting the same thing that a thousand other people are getting then it doesn't really make you, I don't know, I think it's hard to develop a relationship with a business.

Flori Pyke: [00:08:17] Totally agreed. I mean to your point like we just experienced this. We just ran our goal setting challenge you know and even take the example of Facebook ads and getting cut through in the news feed. There's so much competition now that it's so much more difficult to have your ad seen, clicked, taken action on than it was even two years ago. [Anna agrees]. It's absolutely like you know people are getting smarter and smarter about this stuff. So it really is important to get on the bandwagon sooner than later

Anna Jonak: [00:08:45] and make people feel special but you know obviously in an authentic way like you don't want to make it inauthentic you have to bring you to your brand and you have to actually I guess care because at the end of the day whatever you're delivering especially the tactics we take people through, you want to show that you care and that it's authentic and it comes from the right place.

Flori Pyke: [00:09:02] Yeah absolutely agreed. Now of course as always. What we've got is a little freebie for you too, within which we really summarise the five tactics that were going to cover off now on how to personalise your marketing efforts which you will be able to download on our website at businessschoolformums.com/podcast. So game on let's do it.

 

Tactic 1: Segment your email marketing

Anna Jonak: [00:09:21] Yeah. All right. Let's hit with tactic number one which is segmenting your email marketing. So basically making sure you've got list upon list upon list [laughs]. But you basically break down your audience into segments so you know a little bit more about them [Flori agrees]. So essentially you might segment by what's happening, like you might segment by location, for us, stage of business, we know people are a bit further along versus just starting out. And we've certainly done segments for activations that we run. Ultimately the more that you segment it just means that you can send a much more tailored message around the experience and you're not blanketing mass marketing to everybody in your email list. You know they've opted in something specific. For others out there you might be talking to people about their purchase history so have been a repeat customer, they've bought once before you know the kind of products that they like. All of these things give you information about people so you can customise their experience with them, then how you decide to talk to them.

Flori Pyke: [00:10:13] Yeah exactly right. And I mean some examples for instance on how we've segmented in the past. In the past we have run live workshops. And what was great is I mean we actually, it's automatically done for us with our e-mail marketing platform that we use, so we use Active Campaign. And it basically geo-tagged everyone. So when we sent the marketing campaigns inviting people to the workshops, we were able to you know segment those emails to people who were exclusively for instance in Sydney when we ran the Sydney workshop and that was extremely valuable [Anna agrees]. Because then you know you're only hitting home to the people whose message that is pertinent to and you're not getting a whole bunch of unsubscribes.

Anna Jonak: [00:10:57] Because it's not relevant.

Flori Pyke: [00:10:58] Exactly. Another thing that we do is we tag our users a lot and that's been a great tool hasn't it.

Anna Jonak: [00:11:08] Tagging has been amazing because tagging people based on all of the different interactions they've had with us so whether they've downloaded a specific freebie, they've listened to a podcast episode, they've come to a challenge, they've been to a webinar, we do lots of different activations but to be able to look back at a prospect that's come into our system and who might have been emailing us about something or asking us a question, to be able to look back at the history to know the experiences they've had with us just means that we can give them a tailored answer and on top of that we will also go that step further and if we can find them on Facebook, go and make sure that we can learn about their business. [Flori agrees]. So everything is about making sure that the person understands that we appreciate how involved they've been with us. But on top of that also where they are at in their business and have a real assessment of where we think we can add value. So we're starting the conversation from a place where we've actually done our homework.

 

Getting To Know Your Audience

 

Flori Pyke: [00:11:55] Yeah absolutely. And also even like what stage they're at on the customer journey like that sales funnel and you know how many touch points have they had with us or have they had a dozen touch points in which case you know they they're pretty hot like.

Anna Jonak: [00:12:09] They're thinking about it [Flori agrees] and they're probably at a place where you need to objection handle so you're giving them the information that they need to make the right decision.

Flori Pyke: [00:12:17] Yeah exactly right. So in essence you know being able to really customise your email marketing by segment and send these personalised messages will enable your e-mail marketing efforts to go a lot further. You know you're going to get a lot less unsubscribes, you're going to get higher click through, you're going to be writing subject lines that are pertinent to the exclusive group of people and it's going to make your e-mail marketing more effective. So that is definitely something that's really really easy to do and it makes a world of difference in terms of you know driving conversions and sales and all the rest. Like growing your bottom line basically.

Anna Jonak: [00:12:56] But you want to learn about this. I think it's important for you to learn about your customers and you can do that through this. The more that you learn the better conversations you have.

 

Tactic 2: Serve retargeting campaigns based on past interactions

Flori Pyke: [00:13:04] Yeah yeah absolutely right. Awesome so that was tactic number one now tactic number two is about serving retargeting campaigns to specific members of your audience based on past interactions that they've had with your brand. So what I mean by this, to really illustrate it for you, is I'm just going to give an example of what we just did. You know we just finished up the open cart period of the goal setting challenge and throughout the goal setting challenge we ran a number of Facebook ads and I pixelled every single person who hit the Thank You page of the opt in page. OK. So I knew every single person who had hit the Thank You page. And so what I did was in the open cart period, we created together, messages and imagery that communicated the different bonuses that we had in that open cart period. And we served those bonuses and that messaging exclusively only to the people who had been pixelled on the Thank You page who had not yet bought. So you know we're not hitting everyone or not hitting people who have bought, we are not hitting our whole list, were not hitting all our page fans. We are just hitting this subset of people with a message that is exclusively pertinent to them

Anna Jonak: [00:14:25] Based on the experience that they've had with us.

Flori Pyke: [00:14:27] Exactly and that's exactly what I mean by this tactic, long gone are the days where you're serving everyone the same message. You want to serve people a message that is very relevant to them based on an action that they've had with your brand. And I know you have a great example as well.

Anna Jonak: [00:14:43] Yeah. I was just saying I was doing a bit of a stalk of Denise Duffield-Thomas checking out her money bootcamp just because I was, we've been talking about different money mindset things and love Denise and I literally was on her website for probably all of about 30 seconds I was looking something up and left and now I'm being stalked by her ads everywhere and her ads are basically all about case studies and experiences, video experiences with people who have been through her money bootcamp. So I mean and it's great because as if I was an interested prospect and I'd gone and had a look around and then all of a sudden I'm seeing this stuff it's relevant to me [Flori agrees]. So here I am clicking on and watching a video going ok, here's a testimonial that maybe I didn't have time to watch earlier on. Now it's right here in front of me.

 

Marketing-In-Scrabble-Pieces

 

Flori Pyke: [00:15:21] Yeah. Getting drawn further down the funnel. [Anna agrees]. And she's serving you content that is exclusively relevant to something that you have expressed interest in. And so you're going to find that really valuable. So that's exactly what we mean by this tactic, is you know, be conscious of the messaging that you serve to people and try to really customise that messaging based on different actions that they've taken on your website. So whilst this is a little bit more advanced, you know if you are starting out, I think it's still really important to keep this stuff in mind as you as you expand your knowledge and as your business grows because it is so fundamental to get right.

Anna Jonak: [00:15:59] Well even on the smallest level, like stripping it back, just thinking about people who are early on their journey, it's as simple as writing a customised message about someone on Instagram or Facebook isn't it. [Flori agrees] It's that kind of sense of actually giving someone the time of day. And if you can learn a bit about them on the way through you know, I'm sure we've done with Facebook and Instagram you know people are asking questions and you go and look about what you can to make that message as relevant as possible. So it's something easy for you to do even at the simplest stage before you get to all of the retargeting and everything else. And this next tactic is also very simple for you to do with a little bit of software.

Flori Pyke: [00:16:30] I love this one.

 

Tactic 3: Bonjoro

Anna Jonak: [00:16:31] So this is tactic number three and it is Bonjoro Bonjoro [both laugh]

Flori Pyke: [00:16:37] Also known as Bonjoro. [both laugh]

Anna Jonak: [00:16:42] We discovered this awesome tool actually through a coach that we work with, who is an absolute legend and I was listening to one of his podcasts and he talked about this tool and we've talked a lot about personalised customisation for our audience because we completely appreciate people want to feel special [Flori agrees] and they want to feel connected. And we've definitely found that the more that, as I said the stuff that we've done previously, the more that we do those things the better relationships that we build and we get so much more pleasure out of it too. So Bonjoro really builds on this and essentially it's an app, like an app you can download, you do have to pay a small subscription, but what it enables you to do is when an email comes in to your email marketing software, and you can specify it like granularly down to the different actions they've taken, very much like the segmentation in your e-mail marketing list, but if they've joined, so for example, if someone joined our challenge or they downloaded a small business blueprint or they downloaded something from the podcast we would get a notification saying that X task had been done by this person. And then basically we could record a personal video for them and we could obviously put whatever we wanted in there and we could send them what we wanted but we basically created a series of different actions that we wanted people to take and gave them personalised welcome messages and learn what we could about them so that we could give them a real experience of us. And it was wonderful because we did a lot of welcomes during our challenge and I mean we did, we did nearly a thousand Bonjoros.

Flori Pyke: [00:18:07] I was going to say we did almost 1000.

Anna Jonak: [00:18:10] It was pretty crazy but it was great because you were kind of opening up your home to people because we look like this just on video, there's like a scabby face and scabby hair. And you know you've got kids climbing all over you. Or in my case kids screaming in the background.

Flori Pyke: [00:18:27] Same.

Anna Jonak: [00:18:27] Driving up and down.

Flori Pyke: [00:18:28] I was in my car for half of them. [both laugh] like the kids in the back screaming. Yeah.

Anna Jonak: [00:18:35] My kids actually right, they heard me say some of the things so often because

Flori Pyke: [00:18:39] they were like parroting you

Anna Jonak: [00:18:40] yeh they were, they were like going.. I was like I really want to learn about your business and then Jack would come up in the background and go 'your business and your family' he would literally just, i was like wow you've heard so many of these you know what I'm saying. But it was so cute like and we got so many wonderful personal e-mail messages back from people saying thank you so much for the personal welcome like it really made my day. Or I wasn't sure if I was going to do this challenge but now I've decided to lean all in because they had an experience and certainly, leading on from there, we do a lot of Facebook lives in our challenges and everything else so that people have a real experience and we can connect with them one on one and deliver that unique experience in that community and offer them that tailored feedback. So it is all about trying to be as unique and individualised for everyone.

Flori Pyke: [00:19:25] Yeah I totally agree. And you know as you touched on this and if you want to check out a bit more detail in episode seven actually if you do tune in you'll remember that we covered how important it is to really put your face out there in order to gain stand out for your brand. And I think you know, Bonjoro this app, which by the way if you want to look it up it's just a little brown bear on a yellow background, you can easily download it and get started. It's just such a great vehicle in order to do this and it's going to give you this stand out because very very few brands are using a tool like this [Anna agrees] and I just think it really shows that you're willing to go above and beyond and that you are authentic and that you want to personally connect with people and it ticks so many boxes and remember you know people connect with people not with logos, and like brands they've never seen or come across before. So I just think

Anna Jonak: [00:20:20] You know what, I think it's an easier, open door to a conversation like we've sent welcome emails before you when someone does a challenge and like you might not hear anything from anyone. [Flori agrees] And I would say that you know we might have had 50 emails from people just saying thank you so much or like asking a question or just coming you know having an engagement with us

Flori Pyke: [00:20:36] and start the converstaion.

Anna Jonak: [00:20:37] Absolutely and we did that on mass for a big challenge but I think that for us moving forward it's definitely something for different things that people download so that we can just say hello and then learn more about people if they want to learn more about us and vice versa. We're here.

Flori Pyke: [00:20:52] Yeah totally agreed. There are so many different ways that you can use this tool so it's pretty exciting.

Anna Jonak: [00:20:57] We've done it with our students as well.

 

Tactic 4: Use your audience's names

Flori Pyke: [00:20:59] Re-engagement strategies is exactly what I was thinking. So yeah you can get really creative with how to use this. And I think the sky is the limit so really encourage you to go and check it out. [Anna agrees]. All right so tactic number four and Anna you just you mentioned this at one point and I mean it is such a simple one but some people don't do this - just use your audience - use their names - you've got their names they would have opted in somewhere you would have at least their first name. Like use it. You know like if you're writing an email say 'oh hey Sally' or Steph or Sharon whoever the name is, like how's it going, you know use a name and people appreciate it that much more. And also like a really simple hack to keep in mind here with using people's names, that I just love, is you know if someone comments on our social I always take the time to go and click into their account and see if I can see their name.

Anna Jonak: [00:21:59] Nice.

Flori Pyke: [00:21:59] Like that's under their business. So instead of saying like 'oh hey new design school' 'I'll be like oh hey Shelly' you know and it shows that I'm taking the time to go and see what this person's name is you know and I think that goes a long way like

Anna Jonak: [00:22:14] definitely.

Flori Pyke: [00:22:15] I really appreciate it when I am regarded as a person and not just a brand and I think for a lot of people it's the same. I mean it goes back to this whole discussion of people like connecting with people.

Anna Jonak: [00:22:27] Yeah. You know you want to be recognised. [Flori agrees]. Well there you go. A simple one yes but a powerful one, but who doesn't, when you first meet someone as well that's the same thing like in networking, as soon as you hear your name back from somebody, because you can meet so many people and if you don't pick up someone's name but when someone's like 'hey Anna how are you' and it's like ah yeah you actually remembered nice.

 

Tactic 5: Perceived customisation

Anna Jonak: [00:22:52]Okay and tactic number five this is this maybe a bit more advanced, I should probably caveat that, so this is for people maybe a bit further along and definitely once you've got your customer avatar, your main customer avatar nailed down and maybe once you start to learn more about, you know the different groups within your main audience. So this is basically about thinking about how you can create a level of perceived customisation and give people more of an experience based on your understanding the journey that they're at. And we looked at doing, we used a methodology called ask, the ask method, a while back where we segmented our audience based on the stage that they were at and then what we did is we created a series of questions, and then on the back of their answer to the questions we sent people to different landers and gave them different video experiences and gave them different content and different testimonials that were very much relevant to that person's particular journey and experience of where they were there in their business stage. And even though the end result was delivering people access to the same program on the same course, the fact is that the messaging was tailored bespoke to their part of the journey so that it was resonating for them.

Flori Pyke: [00:24:00] Yeah exactly. So there was this element of perceived customisation where the offering at the end of the day was the exact same but depending on the answers that they had provided to us, we were serving them with a message that was really uniquely crafted to the answers that they had given us so they really felt heard and understood. And you know when you feel heard and understood as a prospect, your propensity to act will be that much higher because your level of trust with that brand will increase. So I couldn't agree more and like you said this is a little bit more advanced but you know I think the principle still applies to every business as your business grows you in the beginning you're going to want to focus on the lowest hanging fruit. So when you're building out your customer avatar you want to focus on the one that has the highest population basically the most people of, that's going to be your customer avatar, your ideal client, your target market. Okay. But over time, and as you get to understand your customers better, you will find that there are different avatars, different perfect customers and there might be two, there might three, and that's where you want to start to develop unique messages that are specifically tailored to them and that's what we mean in this respect so you know for us we have different avatars basically.

Anna Jonak: [00:25:20] We were able to break it down into essentially five buckets of people that came to us based on their experiences so we were looking at people who were starting out and they were either a service provider or starting out and a product seller or reseller and then people that were further along in their business in the same category say product sell or service and then sort of like the fifth bucket was very much people ready to scale. And the fact of the matter is our program absolutely works for people whether they're just starting out or in mid stage and whether a service or product seller because we have such breadth of content and also the coaching experience that we deliver in the program is so bespoke anyway, that people get value. But people still want to be recognised specifically for their stage and where they're at. So that's the job that we did and certainly I think that we've been talking about moving forward, with the introduction for us of Beyond Brave, there's going to be a need for us to integrate some sort of segmentation when people come to Business School for Mums, because if they are that bit further along then we feel you know that program will be better suited for them to get the results they want quickly.

Flori Pyke: [00:26:18] You know the mastermind. Exactly right. So yeah look out for that because in the near future probably in the next few weeks there will certainly be some sort of segmentation funnel happening at the very beginning when you come across Business School for Mums or some sort of questionnaire something that enables us to learn a little bit more around you and your journey and how we can better serve you and your needs basically.

Anna Jonak: [00:26:38] So yes.

Flori Pyke: [00:26:38] Yes very exciting

Anna Jonak: [00:26:40] There's more stuff today [both laugh] Jo, Mad, Indee are you ready.

Flori Pyke: [00:26:45] Oh I love our little team. So basically those are the five tactics I think just to recap what we cover tactic number one we've talked about the importance of segmenting your lists in your email marketing.

Anna Jonak: [00:27:01] Tactic number two was all about thinking about retargeting your ad campaigns and making sure that the messaging was specific to actions that had been taken.

Flori Pyke: [00:27:08] Tactic three go and check out Bonjoro it is so easy to use. You can start today. I just think it's absolutely awesome.

Anna Jonak: [00:27:18] Yep tactic four use your audience's first name just be in email on socials you name it. Just be you know actually take the time.

Flori Pyke: [00:27:26] Take your time. Be friendly and finally tactic number five. You know eventually you're going to want to think about providing custom landers and offers based on your different customer avatars as you get to know more around your target audience and the different avatars that you have so, so much gold.

Anna Jonak: [00:27:44] So much gold and I'm sure we could go on forever but we didn't want to overwhelm you [both laugh] there's more than enough to start here with you to actually start deepening your relationship with people and we'd love to hear from you actually, if you do start trying any of these tactics or if you do them already. If you have anything you want to share we'd love to be able to share more tactics with other people out there, things that have really worked for you to develop and build your relationship based on the fact that you're delivering a more unique customer experience, so come and connect with us at This email address is being protected from spambots. You need JavaScript enabled to view it. and give us the lowdown on what's what for you. We'd love to hear from you so please use that e-mail.

 

Parting thought...

Flori Pyke: [00:28:18] Yeah. Yes. We want to hear from you. Also don't forget to head to our website businessschoolformums.com/podcast to review the show notes and get your hands on the accompanying Pdf with these tactics so that you can make sure you've got these personalisation strategies totally covered off for your brand. And our parting thought today. When it comes to personalising your marketing efforts is this, and I love this one. Do not find customers for your products, find products for your customers. And that's by Seth Godin.

Anna Jonak: [00:28:52] Nice. And remember to be brave in your business.

 

Customer Quote Seth Godin

 

Download to share some inspiration

 

HOW TO CONNECT WITH ANNA AND FLORI

Business School: www.businessschoolformums.com

Podcast: This email address is being protected from spambots. You need JavaScript enabled to view it.

Phone: 1300 634 230

Instagram: @annaandflori

Facebook: @businessschoolformums

Twitter: @BSFMums

HOW DID WE DO?

We are incredibly excited to be able to share our small business insights via The Brave Business Podcast. We have done all the hard yards and we hope to be able to provide the very best content each week to help you in your business journey. We will tackle the topics that will make a HUGE difference in your business when you reach those 'a-ha' moments. If you are enjoying the show, you can help spread the love and pay it forward by leaving a review . It will make it easier for other Mums in business to find us and kick their own goals. Win/Win ?