Marketing your small business can be so overwhelming.
Where do we even start?!
Do I invest money in ads?
What type of content should I make?
Don’t worry in this video, I’m going to show you the digital assets you need to start
building your presence online as well as the strategy we teach our clients and students
to help them generate leads.
My promise to you is that by the end of this video you will know exactly what content you’ll
need to create and a strong plan of action to kick off your online marketing.
I’m going to be unpacking a lot of information.
But don’t panic you can save this video by clicking the save button, so that you can
easily revisit this information.
I’ve also included time stamps so you can easily navigate the information.
We have a lot to learn so we better get going.
Hey you, Veronica here.
Renting office spaces, having a big budget for advertisement, and hanging big signs outside
the door for people to find us are, thankfully, all a thing of the past.
Now more than ever, what matters is that your business exists online.
Search engines like Google and YouTube, social media platforms, and SEO or Search Engine
Optimization tools have made it possible for small business owners and content creators
like you and me with modest budgets to be able to make money doing what we love and
to grow our business from our kitchens and home offices.
This is what we’re all about in our channel.
Whether it’s through teaching you how to podcast, showing you the latest gadgets and
content creation tools, or bringing you the latest in content and social media strategy,
we teach you everything you need to know to create the best content to help you thrive
online.
And If this is your jam, I’ll invite you to subscribe to our channel because we have
some great videos coming up.
It wasn’t too long ago when we were starting our business having the same dilemma you’re
having right now.
We had no idea about content marketing.
We didn’t know what kind of content performs well or which platforms to choose to post
our content.
But over the course of three years, we’ve found an audience, grew a community, and have
turned our side hustle into a six-figure business.
Maybe you too are wondering which platform you should use to start building your online
presence, or how to effectively market your small business online.
I’d love to know what platforms you’re on already with your biz and which platforms
you’re struggling with the most.
Leave me a comment below and I will make sure to respond and check out your profile.
So let’s get into the information
The digital assets you need are a website, content in the form of podcasts, videos, images,
and graphics to share on social media, a way to capture emails, and an email sequence.
I know all of this sounds overwhelming if you’re a solopreneur or have a small team,
but I promise you it’s doable and later in this video, I will be showing you how you
can save time and effort when creating these assets.
Let’s talk about websites.
You will need a website, if you don’t have one already, for multiple reasons.
As far as functionality, your website is the storefront for your business.
It’s where people can go to learn what your brand and business is about.
You can create a whole experience with your website by designing it with your brand colors
and fonts and adding high-quality photos of you and your products.
And it just so happens that at the time of recording this video, we’re in the process
of revamping and rebranding our website's with new colors and fonts.
Your website is also the place where you showcase your one-on-one coaching service, your online
courses, your physical products, or affiliate links to products and services you endorse.
You can create a checkout page and link it to a payment processing platform like Stripe
or Paypal.
The other reason why having a podcast is important is SEO.
There are millions of users with different needs trying to find the perfect service or
product for them.
This is where SEO comes into place.
SEO stands for Search Engine Optimization and It's basically a checklist with a series
of steps you can apply to your website to make it search-friendly.
Being able to appear on the first page of Google when users are searching for an answer
to a question is prime real estate.
Website providers like Squarespace, Wix, and Wordpress have checklists, resources, and
extensions so you can optimize your website for search.
There are other tools you can use to boost your SEO.
I’ll be talking about SEO and keyworda later in this video.
But for now, just know that having a website is essential for your online marketing strategy.
Okay you still with me?
Now let’s move on to your content assets.
Having a website is not enough to start generating leads and sales.
It’s like opening a restaurant in the middle of the desert and being disappointed when
people don’t flock to try it.
How do we generate traffic to our website?
How do we get people to check our business out?
There are two ways in which you can generate leads: one is to invest money in ads on social
media or search engines like Google or YouTube or you can start posting free content online,
like podcast episodes, videos for YouTube, or videos and photos on social media.
Either route will require you to put together digital assets like video, images, professional
photos, or well-produced podcast episodes so you can use those in your free or paid
campaigns to generate leads and sales.
We specialize in podcasting and video.
But we highly recommend starting with a podcast for those who are new to content marketing.
A podcast is a great digital asset to create for your business.
With a podcast you can network like a pro because you can interview people in your industry.
Unlike videos and social media, podcasting help you build the know-like-trust factor
faster because the relationship you build with your listeners.
Also, producing a podcast doesn’t require a big investment to start.
If you’re interested, we offer a FREE training teaching you what you need to know to launch
a podcast.
At the end of the training, we introduce you to our signature program Smart & Sexy Podcasting
where we teach you how to make a podcast from scratch, content strategy, and repurposing
content for other platforms to help you build your online presence.
I hope you can make it.
I’ll leave the link for both resources in the description box below.
Another very important digital asset you will need is a lead magnet or freebie.
A lead magnet is a digital download you will give to your prospects or leads in exchange
for their email.
Lead magnets have very basic but very useful information.
Some of the lead magnets I have gotten in exchange for my email are checklist, resources
list, a series of simple actionable steps, and templates.
Your freebie is not supposed to be long, complicated, and filled with too much information.
Have in mind that a lead magnet is meant to give your prospect quick wins instead of making
them feel overwhelmed by too much information.
You can also use your lead magnet to educate your prospects about your services, products,
and why they need your business.
The tool you will need to create your lead magnet is Canva.
Canva has thousands of designs you can use to create your freebie.
After you have created your freebie you will need to create a landing page where people
can enter their email and get a copy in their inbox within minutes.
Before you get all this in motion, I recommend that you have an email marketing provider
to manage your email subscribers.
We’ve used Mailchimp, Convertkit, and last year we switched to Kajabi where we host our
courses.
When somebody gives you their email is a sign that they are interested in your business
and services so you may want to follow up with a few emails to nurture that lead.
The emails can be a sequence of emails introducing yourself and your business, providing insider
information about the industry, or any valuable information for the reader.
You may be wondering what to write about.
Don’t overthink it.
Be causal, caring, and thoughtful in your communications.
Also as much as you can include stories.
Not only in your emails, but in your website, free content, and marketing campaigns.
With stories you make your content and business more relatable.
Now that we have a clear idea about what digital assets we need, lets move on to the second
point and a life-changing strategy - Repurposing.
Here at the Pod Sound School repurposing our free content is a favorite strategy of ours.
Repurposing will save you time while allowing you to be on multiple platforms.
This is how we’re able to post videos here on YouTube, publish podcast episodes, and
keep up with our social media.
It’s easy!
The first thing that we do when we have an idea for a video is to do keyword research
to validate the idea.
I’m going to be talking about keyword research in a moment.
The second step to repurposing is research and writing.
Even though we’ve been teaching for three years, we don’t know it all.
Plus we want to bring you the latest in the industry.
After we’ve done research, we start with putting the video together by writing a script
or an outline.
As we put the script together we add the things we’ll need in the same document like video
descriptions for YouTube, the intro to the podcast episode, and captions for our social
media post.
After we’re done with the writing stage, we shoot the video and I like to show up on
Instagram stories to show our students the behind the scenes or talk about the subject.
We also record short format videos for TikTok, YouTube shorts, and IG reerls.
And something we started doing is asking our editor to take one or two 60 second clips
when she’s editing the video.That way we don’t have to make separate videos for social
media.
Remember all the writing we did at the beginning, it can literally go anywhere.
You just have to tweek it a little and add a few things.
For example, we use the same script to record a podcast episode.
Because a podcast is a more loose format, we usually make it more conversational and
share our opinions.
In a few occasions we have recorded our podcast live which is great because at the end of
the live stream you have a podcast episode, a video for YouTube, and content for your
social media.
The writing you did at the beginning will also go in the video description, social media
captions, and even blog posts on your website.
You’ll have to adapt the copy depending on what you’re using it for.
For example, blog articles are written differently than captions for Instagram.
Social media captions should include CTAs, calls to action.
Captions should be relatable and in a more direct and informal way.
Pretend you’re talking to someone you know who asks you a question.
Okay, now, what do you say we talk about content strategy?
I know this is a lot of information.
I’m packing this video full of value for you so remember to make sure you take notes,
and you can press the save button below if you want to come back to it later.
Earlier in this video, I mentioned two ways you can start bringing traffic to your website
or your business paid by investing money in ads or by posting free content on social media.
We have been able to grow our business by posting free content online by having a solid
content strategy.
Content strategy is simple to understand.
It’s consistently posting good quality content answering questions your audience or prospects
are asking online.
So the four key things in this definition are consistency, quality content, providing
value, and knowing what your audience needs.
A mistake I see businesses making is that they relentlessly advertise their business
on social media.
They only talk about their products and services and that’s okay or how else are you going
to make sales.
The problem is that people on social media are there to find entertainment and quick
answers to their problems.
This is why TikTok is so popular.
Your free content should provide value to your audience in the form of answering questions
they may have, providing a quick tip or solution, providing the information they need to know
before they’re ready to buy or even providing comedy or entertainment to strengthen the
brand-customer relationship.
That’s what we do here on YouTube, on our podcast, and on our different social media
channels.
When you approach the content you post online this way, people will follow you on the platforms.
They will get curious about your business and ultimately will make the decision to purchase
based on these tiny interactions that seem insignificant but help you establish the know-like-trust
factors with your audience turning them into customers and clients.
Now let’s talk about another important strategy to get more eyes on your content and business
and that’s keywords.
Keywords are phrases or terms internet users are using online.
When you type how to unclog my sink on Google that becomes a keyword.
Now imagine hundreds, thousands, or millions of people typing the same thing on Google.
They’re trying to find an answer to a specific problem.
The way that the search engine matches an inquiry with a result is by using keywords.
By doing research a couple of years ago and finding that YouTube users were searching
how to start a podcast with their smartphones, we were able to post a video answering that
particular question and that video alone has had hundreds of thousands of views.
We’ve consistently posted videos on our YouTube channel since and this has been the
key to our growth as well as our podcast.
So as much as you can use keywords in your titles,descriptions, website, and blog posts.
Even in your social media channels, stay in the know with what is trending and if the
topic is related tti what you do you can create content providing a solution or an answer.
There are different tools to help you find keywords.
We recommend Answer the Public, Tube Buddy for YouTube, and keyword planner inside Google
ads.
You make it to the end of this video wow.
Do me a favor and leave a comment with the sentence “ I made it” so I know you’re
one of my star students.
We also have these other two videos you may want to watch.
And before you go.
Two things: no olviden hacer la tarea and don’t forget to like and share this video.
Happy Content creation my friend.