Confident Content with Rachel Klaver Rachel Klaver

This topic was decided upon after I got myself into a wee argument with an anonymous account on Tiktok.

I’ve been creating some content around thriving during the recession as a small business owner and this person made the comment that “all anyone needs to do is focus on selling to Boomers”

Well if only marketing was that simple! 

Yes, it’s true that some people in the Boomer generation are well placed to spend money. But there’s money to be found in every generation. 

I’m not a fan of marketing to straight demographics - and have talked about that before.

This is part one of a series on using Psychographics to determine your ideal audience. We’re going to talk about how to choose the right ones in a future episode, but today we’re digging deep on what areas you can look like, with real examples you can note down and look at

This episode focuses on Lifestyle, Hobbies and Interests. (Our next episode drills down on personality traits and values) All of these are important elements to cover. 

If you’re a new business, I recommend just working through this list and making a stab in the dark guess. You can change or adapt it as you go, grow and determine where it’s not sitting right

Using the categories we discuss in this podcast can help you determine your content, pulling out commonalities in your ideal customer’s interests and curating content around this. 

Essentially, we tap into finding common ground which goes far beyond “we’re the same age” or “we live in the same city”

Grab a pen and pencil and take notes as we break down how to determine who your target ideal customer really is

In this episode we cover:


The lifestyle factors you can explore to create a clear picture of your idea audience. 
The scope and range of hobbies and interests your ideal clients may have
Why it’s a good idea to use this on yourself as a small business owner
What interests you might be able to dig deep and connect with
Why it’s so important to take time to do this 

Important Links

Come to Rachel’s Free content strategy workshops

Register interest for Rachel’s content coaching programme

Get a FREE copy of THE MARKETING FIX

Rachel’s SUBSTACK

Rachel’s YouTube Channel

Join the My MAP IT Marketing Strategy School

Become a part of our Facebook group

Buy your copy of Be a Spider, Build a Web
See omnystudio.com/listener for privacy information.

If you’re a business owner with big dreams, at some point you’re going to need more help than just you to reach them. 

Using outsourced help can feel scary initially as it’s all about investing in something and someone else who will have control over areas you’ve always run

But this gives you more time, capacity and energy to not only focus on what you do best, but to get more of your time for other things you love.

In today’s Confident Content episode we talk to business coach Sarah Greener about her journey with VAs, and what she’s learned about herself, her business and how to get the best out of her outsourced help

If you’ve got this on your radar, or you know you want to have this as a goal, sit back and have a listen - there’s a lot of hard won knowledge shared in this episode. 

(This is a recording of a Linkedin Live we did together)

 

 

In this episode we cover:


Why it makes sense to outsource to grow
What Sarah uses virtual assistant help for
Why she chose off shore VA support
How Saah learned to get the most out of VA help
What you need to have in place for outsource success
Why this relates to business growth 

 

 

 

Important Links

Come to Sarah Greener’s masterclass MAY 7th (and get a discount)

Come to Rachel’s Free content strategy workshops

Register interest for Rachel’s content coaching programme

Get a FREE copy of THE MARKETING FIX

Rachel’s SUBSTACK

Rachel’s YouTube Channel

Become a part of our Facebook group

Buy your copy of Be a Spider, Build a Web
See omnystudio.com/listener for privacy information.

What’s the next steps in growing a small business where some of your work is products, and some of it is one of pieces?

This is the question I helped Benadette Ballantyne answer for her art business in today’s live coaching session

Bernadette Ballantyne is  mother of two residing in Waikato. After a career as a teacher, she  managed to turn my passion for art, into a full-time gig and resigned from teaching in 2022. In her commission based art business, she  specialises in soft pastel portrait drawings, focusing mainly on both pets and people. She also produces her own original artworks to sell and produce fine art prints.

In this coaching session we walked through what her goals are and whether they are reflected in her marketing. I gave her some ways to grow areas of her business.

Part of Berandette’s actions was to “show what she needs to grow”

As you listen to this episode, perhaps you can check your own marketing too - are you showing what you need to grow?

In this episode we cover:


How to make sure your website reflected your growth plans
How to show up as a creative online
What type of content you need to have as part of your regular marketing
How to give yourself “days off” marketing and keep it consistent
Why it’s important to not look at your competitors when marketing

Important Links

Discover Bernadette’s Art

Buy my content marketing planner

Come to Rachel’s Free content strategy workshops

Register interest for Rachel’s content coaching programme

Get a FREE copy of THE MARKETING FIX

Rachel’s SUBSTACK

Rachel’s YouTube Channel

Join the My MAP IT Marketing Strategy School

Become a part of our Facebook group

Buy your copy of Be a Spider, Build a Web
See omnystudio.com/listener for privacy information.

One of the worst things you can waste your money on as a small business owner is outsourced marketing. And the two biggest sucks of money are often SEO and social media marketing. 

Before all those offering those services come at me, I do often recommend outsourced help to small business owners. I’m not opposed to people getting help at the right stage.

But what makes my nose crinkle up in distaste and I let out a deep  sigh of frustration is the number of times I’ve worked with a small business owner who’s laid out a heap of money with little to no impact. 

Sometimes it’s worse. The content is so far removed from the business’ values, voice and offer that it’s doing the opposite of what’s intended. 

When people approach me for marketing, they often say they want help  with “learning how to do my social media” 

I know I could make money doing just that. But I know that there is stuff we need to check and sort first. Because I can train anyone on “how” to use social media, and what to post. But what I really care about is “will it make your business grow?”

Today we’re walking through the areas I look at with my one on one clients, before we go anywhere near social media. If you know you need to get better results from your social media - or work out why that outsourced solution isn’t getting you the results you need, then this episode is for you. 

In this episode we cover:


Why it’s not enough to just “get help with social media”
What you need to be able to explain about your own business
Why you need to make sure your business is ready for marketing
What questions you can walk through so you or someone else can get better results on your social media 

 

Important Links

Come to Rachel’s Free content strategy workshops

Register interest for Rachel’s content coaching programme

Get a FREE copy of THE MARKETING FIX

Rachel’s SUBSTACK

Rachel’s YouTube Channel

Join the My MAP IT Marketing Strategy School

Become a part of our Facebook group

Buy your copy of Be a Spider, Build a Web
See omnystudio.com/listener for privacy information.

I adore content marketing because it makes getting hot leads coming in at scale, with  low to no cost marketing, a completely possible experience. With a sticky content web, talking to all parts of the customer journey, you can attract, build a relationship with, and convert completely from your marketing.

If you’re a service based business you may also need to have a one on one meeting to talk details, dates and get them over the line. That’s where many small business owners get into problems 

There’s no point getting those beautiful content marketing leads if you can’t convert them to a sale. Yes, hopefully your content has done all the heavy lifting for you. But you still need to have a robust sales process. 

When it comes to sales, how would you score yourself on the “I can convert this into a sale” equation. If you know this is an area you need help in, then today’s episode is all for you. 

Today I talk to Natalie Tolphoff. Many female small business owners in New Zealand and beyond will be familiar with Nat’s no-bullshit, motivational style. She’s well known for teaching business owners to cultivate powerful self-belief and become confident selling in a simple, authentic, and successful way

Natalie and I share many of the same values when it comes to serving our audience - but we present them in a completely different way. I love we both share a dedication to help our clients take consistent action, to drop the need to be perfect, and see a growth in revenue (and that beautiful thing called profit! ) with confidence. 

If you know you need a butt-kicking reminder to get your sales sorted this year, consider this episode that exactly. 

Let’s get started. 

 

 

In this episode we cover:


Why you need to really understand your worth 
How Natalie is currently getting her leads
Why she really believes in prequalification
What’s holding back people from asking for the sale
How to see sales as customer service 

 

 

 

Important Links

Find out about Iona and Grow My Business here

Come to Rachel’s Free content strategy workshops

Register interest for Rachel’s content coaching programme

Get a FREE copy of THE MARKETING FIX

Rachel’s SUBSTACK

Rachel’s YouTube Channel

Join the My MAP IT Marketing Strategy School

Become a part of our Facebook group

Buy your copy of Be a Spider, Build a Web


See omnystudio.com/listener for privacy information.

There’s nothing worse than creating content that just attracts the sound of crickets.

And look - it’s going to happen to all of us in some capacity at some stage, and that’s normal. What’s not normal or good is if it happens nearly every time you post.

We need to get engagement on our posts to build out a community. And there’s lots of ways you can do that! 

My name is Rachel Klaver and I am a content marketing coach. I work with small business owners to help them create effective and sales making content that builds their business.

Which includes… increasing that engagement. We can do this in a mix of relatable, controversial or educational content. (and even then there’s a few hooks!)

Not ever post is designed to have incredible engagement of course (and we’ll cover that in the podcast) but we want to get it on the ones that matter.

We’ll go through the key types of engagement building content, we’ll look at what I don’t count as engagement (no vanity stuff here) and how to use engagement to also improve your content! 

 

In this episode we cover:


What engagement is
Why we dont need it on ever post
The types of content that makes people engage most
Why this content doesn’t always lead to a sale
What you need to consider
Why you don’t need to do it all to get the success. 

 

Important Links

Come to Rachel’s Free content strategy workshops

Register interest for Rachel’s content coaching programme

Get a FREE copy of THE MARKETING FIX

Rachel’s SUBSTACK

Rachel’s YouTube Channel

Join the My MAP IT Marketing Strategy School

Become a part of our Facebook group

Buy your copy of Be a Spider, Build a Web

 
See omnystudio.com/listener for privacy information.