Hey there – and welcome to episode 118 of the Small Business Made Simple Podcast.
Thanks for leading me your ears today – I know you have lots of choices out there and I appreciate you making me one of them.
I’m Jenn, the host, marketing thought leader and digital strategist and coach for small businesses. And just an all-around small business lover with one goal in business – to make every small business I come across to make marketing a priority in their business – because if you want to grow, you need to market!
It’s that’s simple – not easy, but simple for sure.
Just before we head into this week’s episode, I wanted to quickly tell you about my Women in Busines Retreat that I’m hosting on 21st May at Airtree Resort in Yarrawonga.
A weekend for women in business to refocus, be inspired, relax, connect and grow. There are only 12 spots – 6 of which are already taken.
If coming away with 12 other amazing women in business for a weekend of learning and fun sounds like something you’d like to do, then head to https://bit.ly/wibretreat to find out all the information and register your interest.
Or send me a message and I can answer any of your questions!
This week on the podcast I wanted to chat to you about your audience.
On this podcast, and I’m sure you see it a lot if you follow other marketers online, I’ve chatted about your ideal audience a lot. Sometimes called ideal client, ideal client avatar, ICA, ideal customer – whatever you call it.
It’s the persona that you are marketing too – the 1 person you think about that represents your best (and hopefully best paying) customer or client.
But one thing not many business coaches or mentors talk about is the 3 different types of your ideal audience that all need content produced for them.
They are, of course,
Warm Audiences and
So, what are they Jenn?
Let’s take a look.
A cold audience type. Now, these people might still be your ideal client/customer – they just don’t know you yet.
A person falls into your cold audience if they have never heard of you, your brand or interacted with your amazing content.
They are your ideal buyer if you could just get to them and make them notice you!
Think of that boy or girl you had a crush on in high school, who didn’t even know you were alive – he or she is your cold audience.
How do you get in front of cold audiences?
There’s a few ways, and the best and most efficient way is why we LOVE people sharing, interacting, commenting and liking our stuff.
Because if someone shares your post – then their friends/audience will see it and there might just be your ideal client, who’s their friend or their fan, who now has the perfect opportunity to see your stuff for the first time – thank you sharer and thank you algorithm!
Other ways of getting in front of cold traffic might include the strategic use of hashtags (they might search using them or they might follow it – if on Instagram), digital paid marketing, google searches, having Google My Business up to date and strategically working, being a guest on a podcast or guest blogging, using Facebook groups to give tips/tricks/value, networking – the list goes on and on – but you get the picture.
There’s loads of ways to get in front of a whole new audience who have never heard of you and as long as you know who your who is and do this strategically, the benefits could be massive!
Second audience type – Warm audiences
Now, these people do know who you are – and again we want them to be our ideal client – not just any old body.
These people have possibly followed you on socials, interacted with your content, perhaps even reached out and had a discovery call with you or asked you a question via a DM – or similar.
They know you, like you but haven’t trusted you enough to part with their cold hard cash – which is, of course, the name of the game in business.
Last audience, the HOT people! The hot ideal client people.
These are your buyers – they have paid for your goods or services – may be $7 or maybe $7,000 – doesn’t matter they still have paid you.
They know you, they like you and they trust you.
These are also our greatest assets because these people because they know, like and trust you, are most likely to share your content with their audience/family/friends on social, open every email, give you constructive feedback, comment in your Facebook group (if you have one), refer you to someone when someone is looking for the service you provide or to buy from you, these people are the most likely to become of fans – not just friend but FAN.
If you think of the marketing journey as LEAD TO LIST TO SALE TO CONVERT or Attract, Nurture, Convert and Ascend – your hot audience sits at the time of the wrung – these are the 20% of people that make up 80% of your income.
In business, we want MORE of these people.
So, what’s my point?
What’s the point of me talking to you today about cold, warm and hot audiences?
Well, to look at your content.
Specifically, your content strategy.
We need to be producing content that will appease all three of these audiences.
It’s the part of the marketing strategy that I talk about a lot with my private clients.
We can’t have all our social content focussed on people who are cold and we are constantly telling them who we are, what we do, and how we do it – the hot audience people would be sick of that pretty quickly.
And vicki versa, we can’t just be asking for the sale all the time, if you don’t have content that sets us up as the expert and lets our audience get to know US – the human to human marketing part of the brand.
So now we’ve chatted a little about audience types, do an audit on your content from the last week or month.
Have a look at each piece and think – who’s it focussed at – who is the audience it’s targeted at and how long along the buying cycle are they?
Make a list – see what you come up with.
The common mistakes I see are:
- You never sell – you just assume your audience knows what they can buy from you – perhaps the hot ones do – but what about those you just discovered you
- You never introduce yourself or re-introduce yourself – I’m sure you’re interesting enough to show up for your audience in a little “get to know more” post, live or email, once a month or quarter
- You aren’t providing value or
- Your content is the same – same thing, different day – which doesn’t serve the hot audiences well – we want to convert those amazing humans into super fans!
Here’s some simple tips on how you serve all audience types:
- Engage with new followers, likers, connections – send them a little message, voice message or video, show up for them! Quite easy to do on Instagram and LinkedIn – not so much on Facebook
- Give some special love to your hot audience. Send them a private message, specific email – just check in on them, even if they’re no longer a client – remember these people loved you enough to pay you, and if they had a good outcome of working with you, are most likely to refer you or pay you again! If in retail, you could have a VIP club and they get special discounts or first looks at new ranges etc – treat them like royalty!
- Start looking at your marketing strategy with these 3 audience types in mind. The warm and hot audiences are easiest to convert into sales – but don’t forget about the newbies – they want to know, like and trust you too!
I hope this has helped you think about your marketing strategy and your ideal client a little more strategically.
I don’t expect you to go and changed everything or feel overwhelmed that you have to work even more into your strategy, I just think if you keep this front of mind when doing your marketing, things will start to make sense and hopefully, conversions will come quicker and easier for you.
But that’s it for episode 118 – I’ll be back for 119 next Thursday – look forward to chatting again then.
Have a fabulous week, whoever or whatever it brings.
If you’re enjoying this podcast, which if you have listened to here – you hopefully are, don’t forget to subscribe, share this episode with another superstar business owner who’s doing the daily grind and would appreciate someone making their business simpler, and leave a rating or review to show how much you are loving this free weekly content and my fabulous guests!
See you next week
But whatever you do,
……..remember small business peeps, as my opening song says, there’s no point in dreaming small!
I would like to acknowledge the Traditional Custodians of the land, the Yorta Yorta People, on which I record this podcast and conduct my business today and pay my respects to their Elders past and present. I extend that respect to Aboriginal and Torres Strait Islander peoples here today.