Mighty Marketing Mojo

Tag: solopreneurs

8 Solopreneurs Tell Why Email is Mighty Marketing for Them

8 Smart Solopreneurs – Coaches, Community Builders, Creators – Tell Why Email Is Mighty Marketing for Them

If you’ve been online for business for even a hot minute you’ve heard lots of folks talk about the power of email marketing, that email is NOT dead, it has a great return on investment, its an asset that YOU own (unlike social media), and so much more. And it’s all true! Email is very mighty marketing for online business owners across all niches and client types.

But becoming good at email marketing can feel hard, taking time, patience, and testing. Thankfully, there are awesome business owners out there willing to share what they’ve learned over the years in creating an email community and using email to build their businesses.

One thing they all echo is that success comes from honoring your subscribers and readers as community members – not just a name on a list. Connect with them, build relationships, encourage feedback and connection, and you will all benefit.

I asked several of my online business pals, across different niches and client audiences, to share a story of what it has meant for their business to use email marketing and to offer some encouragement for engaging with your growing email community. Please enjoy and add your own email stories and tips in the comments section!

Melissa Brown of She’s Got Content

“These people are my community … I don’t take them for granted”

I always remember that an email list is comprised of people. And these people are my community–each and every one of them has their own dreams and hopes. At some point, they said yes to one of my offers to be on this list. I don’t take them for granted.

However, my respecting their inboxes got in the way in the beginning when I was building my list. I didn’t want to ‘bother’ anyone by emailing them! I was having full-blown anxiety about sending an email to be sure. I was so afraid that any email I sent would bring an avalanche of unhappiness from the people on my list.

My coach, Kelly McCausey challenged me to begin sending just one email per week. I could talk about whatever I wanted to share in that email. And that was the turning point because now, in almost 3 years, I have not missed a week sending my weekly email on Monday Mornings. I send more emails throughout the week now, too, if there’s something I want to share with my community.

All it took was a commitment to email just one time per week. Simple. Once I started racking up the weeks of emailing, I didn’t want to break the chain. And now after this long having a weekly streak, I do whatever it takes to send out that email.

What is your favorite part of having an email community to talk with?

Finding and making offers that my people love. I feel like a matchmaker when I share n affiliate’s link for a service or product and someone buys.💙 And then I know better what kinds of offers to bring more of to them.

Kelly McCausey of Love People and Make Money

“Email gives us choices and is empowering”

Like everyone else, over the years I’ve played on a variety of social platforms from the old Ryze.com and Yahoo Groups to the common social spaces everyone tinkers with today. I’ve had success for a season in most places I give attention to – but nothing lasts forever. If I weren’t leveraging the opportunity to invite people over to my mailing list community, those connections would be lost.

I invite you to think about email as building a community of people. When I hear “list”, I like to think “Community.” My Community – not one that I own, but one that I’m a part of. [Me too Kelly, me too! ~Jennifer]

What is your favorite part of having an email community to talk with?

Being a choice about when I make contact is empowering. I get to choose when and how often I send email. Will I mail a couple times this week or every day? I can popcorn topics or I can drill down on one thing for a week. I did that recently, focusing on passion in business. Seven emails that built one on another and has now turned into a meaty blog post and evergreen coaching offer.

Val Selby, Coach and Community Builder

“Email is the constant that’s been part of my business success for years”

I truly feel it means everything to my business success to have an engaged list. Social media is ‘fly-by-the-seat-of-your-pants’ if they will want to stay connected or click on products to buy. Those in my email community are saying they want to invest just a little with me to find our more. Plus, now that I’m using Active Campaign I can get really targeted to those that are clicking on things and could use more information on any given topic.

What is your favorite part of having an email community to talk with?

My absolute favorite is getting replies from an email I’ve sent out. Whether it’s laughing at something I’ve said that made their day better or sharing a tough story, it’s definitely my favorite to get the feedback that they opened AND read it. *all the warm fuzzies*

Pam Hamilton at Building Visibility

“the power of email for business success comes from relationships built through emails”

Having an email community allows me to talk with the people who have shown in interest in what I have to offer without all the outside noise.

I didn’t fully appreciate that in the past and had often ignored my list. Now-a-days I know how important it is. And, I’m working hard to get better at communicating with the people who’ve trusted me with their email address.

People always say the money’s in the list, the money’s in the list. But, that isn’t quite true. The money is in having a community of people that you have built a relationship with, so that they know, like and trust you. Those people will buy your products and services and those you recommend. Email allows you to do that with people all over the world, and people right around the corner too.

What is your favorite part of having an email community to talk with?

My favorite part of having an email list is knowing that the people on it, chose to be there. I know each of the people on my list want to hear from me. That makes it a lot easier to make sure I speak with them through email regularly. I’m still not as regular as I want to be; but I’m way better than I was. I’m a work in progress just like the folks on my list. I love knowing that they appreciate that just as much as the content I share.

Terry Loving WordPress Management Services

“I love how some emails are a real conversation and I’m looking to find my voice that way”

I know why I should have an email community and I have tried to build a responsive one interested in what I do. However, I admit that I find growing an engaged email community to be very challenging as website management doesn’t feel like a “Sexy” topic. I am currently working on making my topics more specific and my emails more frequent.

I love receiving Jennifer’s emails and save them as I like how we are having a conversation. The conversational style and how she shares her tips and processes of working with her community is very helpful. I’m looking to find my voice in a similar way. [awww thanks Terry!~Jennifer]

What is your favorite part of having an email community to talk with?

Some days I wrestle with sending emails if response has been quiet. But, I know that when you have a list that engages your people, those email interactions can be very effective. An email community is truly the most effective and inexpensive way to market on line as you are talking directly to someone.

Dr Renee Cohn Jones of Helping Parents Parent

“I love getting replies, comments and being able to answer questions for my email community”

Having an email list has been the best way for me to provide information, education, and support to the parents I work with. I’ve tried a few other things that have helped bring people in/let people know I am out there, but email is the tried and true way that I engage with my parents.

I can share anything with them, so that is a bonus, too – whether it is an educational email, something interesting that I can turn into a parenting tip. For example, I shared about National Chocolate Chip Cookie Day and how that can be a science experiment in the kitchen, connecting with your child! Or I can email an offer for an upcoming webinar or course. Sending messages to my email list is a great way to reach everyone.

What is your favorite part of having an email community to talk with?

It has been so much fun for me to get responses and comments about an email I’ve sent (not always enthusiastic!) and is a great way for me to grow the connection and relationship I have with my clients/the parents I work with.

Connie Ragen Green, Small Business Unmarketing

“With each email I’m renewing my vow to my community to provide them with content, ideas, and resources in way that benefits each of us.”

When I think about my email list, I think of the trust people from around the world have placed in me over the years. They’ve shared their name and email address with a total stranger, or, at best someone whose articles they have read or perhaps seen on social media. Less common is the person who has met me in person and has more of a connection with me, and I with them.

I do not take this trust lightly or for granted. With each email I send, I’m renewing my vow to them to provide content, ideas, resources, and more in a way that will be beneficial to each of us.

What is your favorite part of having an email community to talk with?

I love having an ongoing conversation with the people on my list! I ask probing questions and encourage them to reply to me. I believe this creates a Mastermind, where each person’s thoughts, feelings, and beliefs are valued and acknowledged. Even when we don’t see eye to eye, we are able to discuss even the most controversial topics with mutual respect.

Stephanie Watson-Barry of Monthly Content Helpers

“Without our email community we wouldn’t have a business”

Without our list, we would not have a business. As we build this business and as the list grows with customers and interested people, income grows right along with it. Our email list is something we own that we can take with us to any platform/email software of our choice, depending on what’s useful to our customers and audience. Whether blab, Instagram, TikTok, Facebook, and so forth, the email list — regardless of the platform used to manage the list – adds enormous value to us as a business and our customers who can always get the information we distribute.

What is your favorite part of having an email community to talk with?

No matter what happens to social media like LinkedIn.com and Facebook.com, we can always use email marketing to contact our customers and keep them informed, engaged, and on track with their business goals.

What’s MY Email Story?

My email story is still evolving; like my business pals, I too know the power of honoring those who choose to receive my emails. Mighty Marketing Mojo has grown because my email community has grown.

My community has grown because I’ve dedicated time, energy, and resources to building it – through list-building events like giveaways, bundle sales, speaking on podcasts, speaking at summits, creating multiple free opt-in offers to meet my audience where they are in their business journey. You can’t just plop a form in the side bar of your blog and hope people find it. You need to be proactive about sharing and promoting the ways to join your email community every day in multiple places. Leverage the power of your network and community to help grow your community.

Creating a consistent habit of writing and sending emails has also been crucial. The more I write and send, the stronger my voice becomes, the clearer my message, the more responses I get, relationships develop, and my business grows.

If you’re still on the fence, wondering about making choices for email software, or confused about the steps to get started – it’s time to get my free 12-step guide and checklist for Email Marketing Setup for Success.

12 Steps to Setting Up Email Marketing for Success
Sign up below to get our FREE guide and get started today

Let’s hear your experiences with email marketing!

Please add your email stories or tips in the comments

September 28, 2021
Why I Chose Coaching to Grow My Business

Choosing to Use a Coach Has Been One of Smartest Business Decisions I’ve Made

Sometimes we solopreneurs can be stubborn. Many of us think we have to do everything, well, solo! We might scoff at hiring a VA (virtual assistant) to help us with creating graphics, scheduling social media, setting up shopping carts or payment systems, or creating content. We try to do everything ourselves. We think we can’t ‘afford’ to have a team. We might think that investing in coaching is too luxurious. Or maybe we’re skeptical of all the people out there selling their services as coaches – not knowing who to trust if we DO decide to make that smart investment in coaching.

I’ve been there. I still do most of the work in my business myself. And I have the late nights and foggy head to prove it! But I KNOW that hiring help can really HELP me and lead to growth. I have goals to get there in terms of hiring a VA to do routine tasks so I can spend more time with clients. But one thing I jumped on pretty early in my solo career – hiring a coach.

In fact, it was hiring a coach that led me to starting my solopreneur business in the first place.

I had finally made the decision (a complicated and bit painful one) to leave the path I’d been on to becoming a professor and teaching at the graduate school level. I’d spent a lot of years grinding away on that path. It was very hard for me to clearly see what my other options were or where my passion really lay. My husband suggested I work with a former colleague of his who had become a coach, and Lauren helped me work through what I was great at, what I wanted, and where to go next. And voila, more than 6 years ago my LLC was formed and I was officially a business owner and my own boss. I’m still grateful for Lauren’s help – a big part of it being showing me the power of coaching.

I could tell you my new solo path was smooth, straight, and led right to happiness, joyful clients, and plenty of income.

But nope.

That’s not how life, or business, works most of the time. And certainly not for me. There were downs, and twists, and ups and successes too. But I hit a point where what I had first created my business to do, wasn’t serving me, or making the impact I wanted.

At first, I tried to learn my way out.

I joke that my MLS means I have a graduate degree in ‘finding stuff’. As an info pro and researcher at heart, I kept researching, studying, and reading. That always worked in the past. I was a pro at being a student and life-long learner (remember, I had spent YEARS working to be a teacher/professor and to basically stay in school forever).

I bet you read a lot too. Blog posts, emails, magazines, internet news articles. You’ve probably taken some online courses or a few webinars. Maybe a LOT of webinars. Maybe shelled out more than your wallet wanted for some fancy courses that promised the moon.

I know I did. Ouch.

Did that work for me?

Well … sort of.

I DID learn a heckuva lot about how marketing works today vs. my long ago days in advertising.

I learned what’s different for small business and B2B vs B2C (it’s all really H2H—pssst ask me what that means!), about marketing services vs. products, online businesses vs. bricks-n-mortar, marketing automation, how email marketing isn’t dead, content is king, and don’t build your business on the shifting sands of social media. whew.

And that there is NO magic bullet, NO one-size-fits all solution, NO single right marketing solution. I DO believe that, whole-heartedly.

I saw a lot of ‘gurus’ that contradicted each other and operated in ways I didn’t like.

I spent A LOT of time on this. Heck, I’ve spent the last 6 YEARS listening, learning, observing, testing, practicing (and now teaching) marketing. I should have another degree by now. 🙂 You don’t have that kind of time, nor do any of us need any more degrees or formal coursework.

You know what REALLY helped?

What got me unstuck when things weren’t clear or the ideas jumbled together?

Getting help. Asking for assistance.

Investing in a coach again was what cleared my confusion and reset my business.

Coaching refreshed my marketing mindset. And got my marketing mojo back!

Sure, I got tips from mentors, from my professional association memberships, and from those zillion webinars over the years. But sometimes we need more. We need a more personal touch and support. We need that cheerleader or wise guide on our side. We need info that’s more current than a book.

I choose coaching.

Coaching combined learning, seeing skills in action, being in a supportive environment, and often a hefty dose of accountability to get me to take ACTION.

Coaching guides me out of thinking and studying and into TRYING and DOING.

I’ve had several business coaches over the years and learned a lot from each. Different coaches for different stages of my career and my business. I had different questions and needs. You do too.

My current coach helps me evaluate which options make sense for me RIGHT NOW and we always ask, “what if it were easy?”

I even bought the What If It Were Easy coffee mug!

Right now, you’re here reading this blog, visiting my site, and joining my community because you have questions about marketing. Cool! Welcome!

What’s next for you in marketing YOUR solopreneur business? Could you choose coaching too? Coaching with me? I hope so!

[thrive_text_block color=”orange” headline=”Join Me for Mighty Marketing Coaching in January!”] I’ve created a new coaching program to help my fellow solopreneurs kickstart 2019. Let’s make 2019 the year you get YOUR marketing mojo going! Check out this special offer for a short, 6-week coaching program focused on setting goals and creating marketing plans that mean action.[/thrive_text_block]

December 7, 2018
Yes, Your Business Needs to be on Social Media – But Not 24/7/365
The Questions You’re Asking to Figure Out If Your Solopreneur Biz REALLY Needs Social Media
Social media seems like it could be a solopreneur or small business marketing dream come true. Places online where you get to talk about and promote your business for free?! Millions – no BILLIONS – of people all online in the same spots, chatting about their interest, sharing pictures of their past-times/hobbies/workouts/meals, and even places just to connect with professional colleagues. But still some people are wondering if they really need social media for their business.
It actually didn’t take long for business owners – very small to very large – to realize their clients and customers were on social media AND talking about them or the products and services they sold. Business went ALL in on social media. [if you need some numbers and stats to convince you on who’s really using social media – and yes, your customers ARE there – then check out my post busting some myths and bad advice about social media]
Maybe too much in and on social media though.
We’ve come to realize social media isn’t always rosy or positive and can be a scary thing personally or professionally. Being “ON” on social media can also take up a lot of valuable time. Those of us using social media to ‘get the word out’ about our businesses (aka marketing) feel pressured to be on EVERY social platform, ALL the time. That’s not healthy, or helpful. And with literal billions using some of the social platforms, does anyone see or hear what we say? You may be wondering if you should even bother.
So, Do You NEED Social Media In Your Business?
I’m here to say that YES – your business should be on social media. That includes your solopreneur business, even if (especially if) you’re just starting out. BUT … that recommendation comes with some caveats and tips.
Caveat and tip #1 – You do NOT need to be online or on social media 24/7, 365 days a year to find success.
Caveat and tip #2 – (this could feel controversial to you) You do NOT need to be on EVERY social channel or try every new app that pops up. Stick around here and I’ll show you why.
Caveat and tip #3 – You don’t have to be perfect on social media, you do need to be human, real, and consistent. Don’t jump into something that you can’t keep up with.
Still unsure about how and why social media makes sense for your small business? Read on … AND click the button and join my group training on Smarter Social Media Success!
Join Smarter Social Media Success
Here’s How to determine whether marketing via social media is a good fit for you and your business.
Do You Have Enough Business to Last You Until You Retire?
If the answer is yes, you don’t need social media. Cool and congrats! Let’s have a separate conversation on all the great things you must already be doing in your biz and why you’re still hanging out with me.
But let’s be honest, do you really have that much business? I surely don’t! I’m busy, and lucky to lead a good life, but I still want to help more clients in both sides of my business. I still want my business to bring in more money so I can travel to more events, or pay to outsource things I’m not great at doing. I bet you feel you’re not done helping your niche and you could definitely use more money to grow your business and boost your life plans.
Do you want your business to grow or possibly stall? The adage and advice that it’s easier to keep and please existing customers than it is to find new ones is 100% true. [some stats say it’s 7x easier to retain, others say 5 times easier to keep a customer and HBR gives a range of acquiring new as 25x more expensive – point is, do NOT ever forget about your existing customers!] If you aren’t on social media, you’re not only missing a lot of opportunities to get new customers, but also to connect with your current ones. More and more people turn to social media for customer service and getting help.

Do You Have a Process That Is Already Generating Enough New Prospective Clients?
Your process or plan probably has a few leaks in the old ‘customer pipeline’ and could use help. Ask yourself, can you really have too many prospective new clients, or too many actual customers? Well … for us solopreneurs who offer services or work with clients 1-to-1, we could kinda run into problems if we hit the client jackpot or our pipeline floods! But usually, it doesn’t hurt us to keep bringing in new prospects and new paying customers. That’s sort of the point of business. It’s how a business grows and expands and keeps going. Social media could open you up to a whole new audience. It can drive new traffic back to your website and your email list. Smart social media use could raise your visibility and build your reputation at the top of that path of new clients.
A lot of the consultants, coaches and others with service businesses who I know, still rely on word-of-mouth as their #1 marketing tactic – if they even think of WoM as ‘marketing’ at all. Hard truth time pals- these days that isn’t always enough. (and you need a process, a system, for your word-of-mouth – but that’s a different post and training. )
Having a good, consistent, engaging social media presence can work like word-of-mouth if your followers share your content with their followers. What’s a RT or a Share from Facebook but a new twist on word-of-mouth. However, you need to create a compelling social media posts that people enjoy and want to share. Being seen as helpful and real on social media could have your posts spreading and really expanding your audience.

Can You Afford Traditional Advertising Methods?
Most small businesses, and certainly the vast majority of solopreneurs, can’t afford TV, radio, or newspaper ads – and they wouldn’t be very effective in most instances even if you could afford them. You’re probably not buying a billboard outside of town. I bet most of my solopreneur pals aren’t running print direct mail campaigns either. You may not be able to spend much on PPC (pay-per-click) ads or Google AdWord campaign.
So, pretty high chance your answer on most paid advertising is “no.” That means social media advertising could be your cheapest, most affordable advertising option. And honestly, social media ads can so narrow down and hyper-target your ideal client, that traditional advertisers could only have dreamed about back in my ad agency days. Paid social media advertising is way more targeted and cost-effective than even the best local cable ads, direct mail, or any other ‘traditional’ sources claiming to be targeted. You don’t have to jump straight to paid social ads, but do know it’s a tool that solopreneurs should keep in their marketing kit.
Note: I say “advertising” up there and I mean just that – paying to promote, share, or place ads. Advertising is one part of the whole marketing process. On social media today, advertising could be a boosted post or event, a supported Tweet, or straight-up social ads. Do NOT buy into the myth that social media is ‘free’ – because while you aren’t paying to join the social platforms, you ARE paying in your effort, time, and resources. Social media can cost blood, sweat, and tears – and sometimes some cash too. But don’t ignore social ads.
10 Tools for Social Media Success
Sign up below to get your FREE guide to my favorite time-saving, budget-friendly social media tools for solopreneurs!

Do You Have a Faster Way to Interact with and Answer Customer Questions?
Social media is a great place to get feedback from your customers or your potential customers. As I said, more people are turning to social media for customer service and to get direct answers, not just for research or asking their friends about favorite products. In many cases, they head to social media before the phone or email.
You can answer questions via social media and get to know your current or potential clients on a more personal level. PLUS, all your other potential clients will see your answers, your honesty, and your customer service in action. PLUS, research says consumers are 71% more likely to make a purchase based on a social referral. Personal service is extremely important to people these days. You can build a life-long customer relationship simply by making people feel that they matter, they are important and that you desire to cater to their needs as best you can.
To be successful at building a business today, you need to be building relationships. Forget about “B2B”, “B2C” and think “H2H” – human-to-human. We have better buying experiences when there’s a real human element and we connect with the person selling us something, especially if we think – no KNOW – that other human has our interests at heart. Client loyalty, repeat business, referrals, even that vaunted ‘word of mouth marketing’ comes from good relationships. Building a solid, meaningful social media presence that responds to customers is an excellent way to build those relationships.
Convinced Now That Your Solopreneur Business Can Use Social Media for Growth and Success?
Look, this isn’t about whether or not YOU personally think much of social media, like, love or hate it, or are a high user of social media. I’m not saying do something you hate and dread … BUT … it matters more that your prospective client and customers ARE using social media. They’re out there looking for answers, for services, for products, for help, and even researching YOU.
Unless your market isn’t online at all anywhere (doubt it!) and never touches a computer, the chances are that your business can benefit greatly from being on and using sites like Facebook, Twitter, LinkedIn, and even Instagram or Pinterest. I am NOT saying go join ALL of them and start promoting like crazy! “That’s not how this works, that’s not how any of this works!”
DO go take a spin around the major social sites and check out how solopreneurs like you are using those platforms and reaching their customers. This will help you decide if it’s a smart move for you. [That and joining my Smarter Social Success group training program so you can learn about finding where your ideal clients are hanging out – because you don’t need to be everywhere all the time! That’s not smart social.]
Gaining visibility, building your reputation, speeding up KNOW-LIKE-TRUST process, sending targeted traffic to your website, building your prospect list, listening to your customers, researching your marketing – the many ways you can use social media for biz wins. Smart social media use can do wonders for many businesses. No, it won’t be a key marketing strategy for every business, but it’s becoming more and more common.
Still wondering how social media can translate to paying clients? Need to know where YOUR clients are likely to be hanging out on social media? Time to get even SMARTER in how your business uses social media – time to join me for Smarter Social Media Success training!
Join Smarter Social Media Success
October 2, 2018
10 Quick YouTube Fixes
10 Quick Fixes for Better Marketing With YouTube

You’ve read my posts about all the facts on why video is hot, hot, hot. You’ve heard it from other coaches and solopreneur leaders, marketing experts, and umpteen online courses or emails. So you have a YouTube channel and you’re making some videos. Great! Now here are 10 easy ways to fix your YouTube marketing and make it work even harder and smarter for your solopreneur biz.
1. Keep your video short.
People generally have small attention spans and the percentage of viewers that are going to stick around for your big finale – and link information – after even 5 minutes is pretty slim. Ty and keep your information brief and to the point. Use your YouTube channel as a method of enticing viewers to view your other content, and give them more information when they get to that point.
1. Don’t forget about your mobile audience.
A growing number of people are using their phones to access YouTube and watch videos. Bear that in mind when you’re including text – it has to be easily viewable on a small screen.
1. Watermark your content.
Keep your information secure and not easily reproduced by others by adding a watermark to your video. Just make sure it’s not so overpowering that it distracts from your content. Or, add your logo or URL to lower-thirds graphics that appear at key points during your video.
1. Spread the word.
Having a consistent level of communication between your YouTube, Twitter, Facebook and other social media accounts will do wonders for your flow of traffic. As soon as you’ve produced a new video, get it out there and let everyone in your network know about it. It will automatically post to your Google+ account since you’ll already have your Google and YouTube accounts linked. Just like for all good marketing content – promotion or sharing is just as important as creating.
1. Focus on SEO.
Add captions, tag your content, add a succinct description, think hard about your title and make sure your video file name is relevant, (dog-chases-car as opposed to 10-10-13), keep a list of relevant tags you should add to all your videos. These are all great methods of making sure your content gets viewed.
1. Think about Audio.
You want to make sure your audience is engaged… but not overwhelmed. Good quality audio that is crisp and clear is maybe more important than the images and video itself! If they can’t hear you, they’re clicking away – quick! Use a decent mic please. If you have spoken audio, it’s also nice to include intro and outro music to the video. It helps set the tone and polishes it off. YouTube has some fantastic (free!) audio options to choose from.
1. Prepare your videos.
Use the best quality video and audio equipment as you can afford right now. You can make a really nice video with the high-def camera in your smartphone – with a few extra tips. Get a mic, a tripod, and some even lighting and you’re good to go. Keep shaky camera movements to a minimum and plan the video before you shoot it – think about writing a script and practice first!
1. Link.
Make sure you take good advantage of the fact that someone is viewing your content – give them a link to the rest of your content or relevant content, and make it easily accessible in both the annotations and the video description.
1. Do something different.
Never has ‘thinking outside of the box’ been so important. You’re up against a lot of competition and the more you stand out, the better. Here are at least 8 video ideas to help get your creative juices flowing.
1. Go beyond YouTube.
Once you’ve created your video content there are plenty of other video sharing sites online where you can post it and increase your audience. Check out: Vimeo, DailyMotion, Vube, Twitch, or UStream.tv.

See, it’s not that hard to get started on improving your use of video for marketing via the largest video site in the world.
December 4, 2017
Solopreneurs Need Authentic Websites
Why Successful Solopreneurs Need
Authentic, Attractive, Client-Attracting Websites

If you’re a business owner of any size, stripe, kind, type, age, experience, or profit level – you simple MUST have a website – and one that really works for you. Yes, this is true if you’re a solo operation, a solopreneur working from home or from Starbucks or a local co-working space. You need your own space online.

If you don’t have a website at all, or don’t have you’re happy with, or it’s too complex and you don’t know how to update or maintain it – please, contact me or shoot me an email and let’s get that fixed for you first. Yes, The InfoHound does websites. It started with building my own, then one for a friend, then for a nonprofit, then for another, and then more colleagues – and soon enough I had a little side gig using what I’d learned on the fly about WordPress, plus my marketing know-how, eye for design, and some tools that create modern, clean, professional, SIMPLE websites.

Maybe you have a site or are comfortable making your own updates. Great! Time to review your site and ask it a few questions – see if it’s doing its job for your solopreneur biz.

Is Your Website Working Hard Enough For Your Business?
- Do the headlines, the words, and the pictures speak directly to your ideal target market? Would they recognize themselves in the examples on your site, in the language you use, in how you talk about what you do?
- Does your site have great content? It’s not enough anymore to have an About Us page, a Services page, Contact Us, and be done. You won’t get found, seen, or have return visitors. Your site can be more than a business card floating around the internet.
- Does your site win you new email subscribers?
- Does your site work hard to sell your services and show why you are the best solution to your clients’ dilemmas?
- Is your website helping to make your money?
Are you wondering why your website needs to do all of that? You might think your site does NOT need any of that.

Maybe you’re thinking:
‘hey, my clients are all referrals – they don’t come via my website.’

Well … except those prospective clients, they do a quick search on you – they hit up LinkedIn, maybe Twitter, and definitely Google – after hearing about you in the referral. They definitely check out your website.

Everyone does research before making a purchase these days.

It’s just as true for services purchased by corporate marketers, manufacturers, publishers, C-suite executives, coaches, or lawyers as it is for those of us looking for a new vacuum or new car.

We search online. We want more information than a brochure.

We want to hear about what others think. Yes, we want reviews (or case studies, examples, and social proof) for lawyers, accountants, business coaches, management consultants, leadership mentors, or research analysts, much like we need reviews for refrigerators, dryers, plumbers, and that new Indian restaurant down the road.

We want to feel comfortable that YOU are the one who can really help us in this particular situation we’re in. We need to TRUST as well as KNOW. Anyone buying anything wants to know ‘why should I buy from YOU?’

Customers have come to expect certain things to be available online, and to tell them about a company they may work with – no matter the size.

Executives want case studies and to see examples. You don’t have to name names, or give out confidential info, or your own research trade secrets. You DO need to show AND tell how you work and get results. You need to figure the need for those examples of your work in action into the searches your prospects are already doing online, and answer those questions your prospects are already asking. Answer them about how your services and results can help them achieve their desired outcomes.

You might still figure:
‘ok, so I have a website and I show up in Google results for my name. My site says I do what I do.
I’m good. Besides … if I say too much more why would they call me to talk?’

Ok, good start. You’ve got a web presence. Now what?

Maybe that’s been good enough. You and your basic web presence show up online when someone does their initial Google search.

Well, that assumes they already know your name, and what you do, and maybe just need to confirm you exist and you are legit. Then you show up fairly high in search results. But …

What if they’re searching for the problem they have, and not on your name or business name? Consumers who aren’t yet totally decided on buying a particular thing or service search by phrases and questions.

So, will your website and business still show up? Does your site say enough about the problems and questions your customers are searching on?

Your website can do more.

Wouldn’t you like more clients? More happy clients? Happy prospects who know about you, what your company does, what it has done for past clients, will know what to expect and will decide IF they want to bother calling you. [that’s the strength of good content marketing – delivering valuable answers to your customers and bringing prospects back to your website, over and over. But that’s a different post!]

Your prospect could see info they need on your website, but prefer to just email you – do you make that easy?

Is your contact info on every page?

Is there a form that’s easy to fill out -but doesn’t get loaded with spam?

Can they easily find enough information about you to feel they could trust you?

If they don’t get enough info, they aren’t going to call and ask, they aren’t filling out your forms, and they’re not emailing you. No, they’re going to go look elsewhere for a solution. Don’t let that happen!

What will you do if your current referrals run out?

You need a plan.

Your website needs a plan and a purpose.

Your site doesn’t have to be a cookie-cutter replica of some other corporate type. It doesn’t have to be complicated. It doesn’t need umpteen pages. It really shouldn’t have anything flashing, spinning, making noise, or taking attention away in the wrong direction.

Your solopreneur website doesn’t need a million blog posts. It SHOULD represent you, your unique style, your personality, the experience only you have, and your particular range of services. It NEEDS to be easy to maintain and to update. It’s not enough to build a website for your business once and then not touch it again for 5 years. [If that’s been the case, please contact me so I can help! I hate seeing friends with websites stuck in the 90s. Or even circa 2008.]

Make sure your website – the pages AND the posts and all the other features – fits your marketing goals and is part of your overall marketing plan. It’s not ‘set and forget’.

Your website is your home base – the ONLY place online you completely control

Your site is property that you control – that’s not true of your Facebook Page, your Twitter account, or your LinkedIn profile. You don’t own those spots and they can change or disappear in a snap. Don’t build a business on shifting sand. A good website is a solid foundation and stable location to always bring visitors to and have them learn about you. It’s where you control your own story and what’s said about your business and what you offer your customers.

So take time now to double-check if your current website is working hard enough for you.
If not – let’s talk!

Now that you’re convinced of the importance of a solid website presence for growing your successful solopreneur enterprise (you are convinced, right?), I’ve got something for you to help make your site work harder for you – a Blogging Basics Checklist!
July 7, 2017