Confident Content with Rachel Klaver Rachel Klaver

One of my favorite parts of having a detailed psychometric profile is being able to load it up into chatGPT, and then asking it to help me work out what type of content marketing I can do. 

Yes, some of it is not the best. Yes I’ll always rewrite the content it produces. 

But getting it to generate ideas using an in depth profile helps you target your audience in fresh ways you may not have thought of

My name is Rachel Klaver, and I care about your marketing. I’m a content marketing strategist and coach who’s never liked the straight demographic approach to marketing. I see so many small business owners not getting deep enough with looking at the whole of the person who buys from them so this series is helping you work this stuff out yourself if you can. 

In this episode we’re going to look at how I got chatGPT to find holes in my profiling and several ways I’ve always helped me create some simple videos with my newly minted client psychographic profile.

I’ll also talk a little about how I like to work with chatGPT on this type of work - and how I get a better level of results. I have learned that chatGPT works better WITH my brain, rather than instead of it

NOTE: Please do take the time to listen to parts one to three if you don’t have a psychographic profile. 

 

 

In this episode we cover:


Content Personalization: Using the psychographic profile, I can help tailor content that feels more personalised and relevant to your audience. This could involve segmenting your content to address specific sub-groups within your audience based on their interests, struggles, or desires.
Engagement Strategies: I can suggest strategies to increase engagement, like interactive content (polls, quizzes), user-generated content campaigns, or live Q&A sessions. These approaches can make your audience feel more involved and valued.
Emotional Connection: We can work on crafting stories or messages that resonate emotionally with your audience. This could be through narrative-driven content that aligns with their values, challenges, and aspirations, effectively building a deeper connection.
Educational Content: Based on their learning preferences, we can create educational content that’s both informative and easy to digest. This might include step-by-step guides, video tutorials, or even infographics that simplify complex topics they care about.
Conversion-Focused Content: Aligning content with the decision-making styles of your psychographic profile, we can develop content that gently guides them through the buyer’s journey, from awareness to decision, emphasising clear, relevant calls-to-action.
Feedback and Adaptation: Implement mechanisms for feedback on content, such as surveys or comment sections, to understand how well it’s meeting their needs and how it could be improved.
Community Building: Develop content that fosters a sense of community, such as highlighting community stories, shared experiences, and common goals. This could also involve creating exclusive groups or forums where your audience can interact.
Trend Analysis: Keep the content fresh and relevant by integrating current trends that resonate with your audience's interests and values, ensuring that the content remains dynamic and timely.


 

 

 

 

 

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.

Having a super robust psychographic profile of your ideal customer (you may need one per offer, or a few for your business over all) can help you better create content, decide where to spend your marketing time and energy, and develop further products and services that you know they will love (making your business easier to grow)

When I look at one of mine, it immediately helps me think of content that best fits their needs and is going to attract people like my current ideal clients. I have two overlapping sets of common types - and tend to talk to them both on slightly different platforms, with email currently blending the two together (this may change in the future)

The more I dig into talking to the whole of my ideal persona, the more my content hits the mark faster. And the more engagement I get on my posts. It helps me talk to pain points, share bliss, 

In the last two episodes we’ve broken down exactly what you look at when developing a profile. In this episode we look at the different ways you can collect the information and data you need to make an as accurate as possible picture. 

If you know you want more of your ideal clients, then this is a great place to start. 

Let's work out how to get collecting, so we can create content that makes more of an impact and grows our business. 

 

In this episode we cover:


The need for both qualitative and quantitative data
Where information may be hiding right in front of you
What to do if you have NO data
Questions you could ask your current clients
What a focus group is and what you need to think to run it
The benefits and risks of using facebook posts and groups to collect data. 

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.

What are the common personality traits of your ideal customer? And what values do they hold that make buying from you such a great fit?

This is part two of a series on using Psychographics to determine your ideal audience. We’re going to talk about how to choose the right ones in part three, 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 before this focused on Lifestyle, Hobbies and Interests. Please do listen to that one and this to get the full picture of what you should be looking for. 

If you’re a new business, I recommend just working through this list and making a stab in the dark. You can change or adapt it as you go, grow and determine where it’s not sitting right. However for more established businesses, the next episode will go through to find out this information so you’ve got a clear image based on real data as much as possible. 

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. It can help shape your messaging and know how to talk best to your ideal customer  

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 ideal 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.

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.