Ever wish someone could come in with their superhero cape and makeover your marketing?
What if you could build up your OWN cape?
Last month, I took on a marketing review for a documentary family photographer and she agreed to let me share our review publically.
For sure, I’m happy to help people with an outside perspective and firmly believe you *should* get outside perspective for various reasons. That said, I think we all need to strengthen our own ability to take a step back, develop better questions, and look at our businesses with a bird’s eye view.
So, you’ll hear step-by-step how we did April’s review: her struggles, her strengths, her goals, her brand voice, and her ACTION plan.
Enjoy the story!
Please note: there are affiliate links in this post.
Disclaimer: I find that when people think “marketing help,” they assume they’re finding the answer to automatic success.
I talk about this more in my talk on CreativeLive with Kirsten Lewis.
My goal is to infuse April’s brand voice into her online marketing and help her to create timeless content that moves people from being total strangers into highly aligned potential clients.
My goal is not to fill up her calendar with bookings.
See the difference?
Why this matters: it’s the BEST way to leverage your time. My Top 5 visited content pieces on F&F are from 2015 & 2016. I’m getting traffic and subscribers every single day from that content AND it’s all on autopilot.
This has resulted in highly aligned audience. Most of them don’t buy just one program, they come back and buy more. Not all, there’s always some that slip through the cracks, but must do.
The best part: my content is what helps develop people into better customers. THAT is what I help others do through storytelling + timeless content.
You’re about to learn how 🙂
She’s a documentary family photographer in England. She’s from the U.S. She has several offerings, but wants DITL’s to be her main offer.
Her photography journey has evolved from landscape > newborns > now families + brands. When she saw Kirsten Lewis’ CL class, she said:
“I immediately fell in love.
The concept of real, raw, honest photography was whatt I was missing in my heart from landscape and from the idea of photographing people.”
She says she’s, “Not consistent.”
“I’ve scheduled out my entire year with regular social posts, blogs + articles, email blasts, networking activities and google + fb ads. I’m keeping up with it only about 50% of the time.
It’s been great to have an outline to refer to, but I’m struggling with staying on top of it as I only have 2 dedicated days to work during the week and everything has to be crushed into those two 6 hour periods. It feels really good when I actually get things accomplished and conversely I feel like a total failure when I don’t do what was on my list.”
She’s getting in front of potential clients through:
“My top places for marketing have been IG, placing flyers locally in businesses I think have potential clients + village center/library, a bit on FB, and in person.
Like most people, I feel so much better behind a screen where I can carefully craft my responses and thoughts.”
She also shared:
“Getting inquiries seems to be the biggest issue. And the few inquiries I have had have not converted to clients. I’m clearly talking to the wrong people.”
Goal: 6 sessions / month.
I’m sure some of her story mirrors your own. It’s no fun being in motion and to see very little results. My questionnaire goes much further than what we just covered, but we’d be here for hours if we went through the whole thing.
So, to help you with reviewing your own brand voice + marketing strategy, here are a few key areas I question:
Then, I review and give feedback in each section, review all platforms (website, social, etc.), and finally create an Action Plan.
(Listen to the full episode for more details + expansion of these things)
What I look for first: synchronicities (what’s working + red flags)
April believes pictures can help people appreciate their lives. That’s a major part of her brand voice!
She wrote how a client, Anthony, now sees picture opportunities everywhere. That’s huge!
She’s not talking about this stuff anywhere! More than “talking,” start ASKING + listening more often. Suggestion: Ask everywhere. IG Polls. In your emails. In real life. On FB. Everywhere.
Blog Content! Great content already, but (red flag) it’s hiding & not being shared.
Consistency. What can you automate? Build a content library + use it.
It’s clear that you’re hungry for work. There’s so many options of things to click on your website that could be preventing people from moving to your Contact Page.
What can you do to make this a bit more lean and segmented?
What about a Start Here Page?
Notes + Action Ideas on Instagram:
She’s also monitoring Google Analytics moving forward as well, because that’ll indicate what content your audience is / isn’t responding to. Remember, Silent Obsessors (see episode 050)?
If there’s one thing I know about doing a deep dive review on your own stuff, it’s ridiculously easy to go deep into fix-it mode. You see all the flaws and they can seem louder than what’s working!
Zoom in on a goal:
What would be a big WIN to achieve in your business growth / marketing after this review?
I would like what I’m putting out into the universe to be talking to MY dreamies and convert into inquiries and clients on a regular basis… refine what I’m saying, how I’m saying it and who I’m saying it to. 🙂
That’s where those priority action items come into play.
Remember, there’s no ONE, “right” way to play with marketing. Like episode 045 with Latoya Dixon-Smith about systems, every element is about your business.
But I will tell you the ONE “wrong” way to approach marketing: it’s hiding behind your computer with passive actions you throw out there & hope give you a return.
“I wrote a blog post today.”
“I shared a photo on Instagram.”
THERE’S NO AVOIDING REAL CONVERSATIONS & FEEDBACK ABOUT HOW YOUR OFFER ACTUALLY APPLIES TO YOUR POTENTIAL + ACTUAL CLIENT LIVES.
Without that, you’re working under total assumption.
You’re trusting your gut and your experiences.
This can get you clients online, but it’ll be so much faster when you invest in the time + the courage it takes to have the uncomfortable conversations with real humans and LEARN from them.
Practice your expression muscle and listen. It doesn’t matter why you believe in what you do if your potential clients don’t believe in it.
Your job as Chief Marketing Officer in your business is to get to the root of why your dream clients believe in + want your offer and in the words of Nikki Elledge Brown, communicate that with “clear, sincere, authentic copy.”
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