Market, Scale, Grow: Facebook Ad Marketing Strategy for Teacherpreneurs

183 | Diversifying Your Marketing Plan

• Jenzaia • Episode 183

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Unlock the secrets to amplifying your brand's voice and reaching an expansive audience with our latest episode. We'll guide you through the essential strategies of diversifying your marketing approach, mastering platforms like podcasts, blogs, social media, and email to ensure you're not just heard but remembered. Learn the art of repurposing content efficiently, managing tasks based on impact, and gracefully balancing your marketing goals, especially when flying solo. Whether you're a fan of YouTube's searchability or prefer the intimacy of podcasting, we've got insights that cater to your strengths and help you build a robust marketing plan that resonates.

Discover how creating long-form content like podcasts or YouTube videos can provide high-value offerings to your audience, establishing trust and expertise in your field. Explore the realm of content repurposing to enhance your presence on search engines and why sharing your knowledge freely paves the way for nurturing lasting relationships. Through personal stories and proven strategies, we illustrate why convenience and expert insights often triumph over DIY efforts. Plus, unravel the potential of a strong email strategy to keep your audience engaged and connected. Join us on this journey to expand your reach and deepen your connection with your audience.

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Speaker 1:

Okay, let's talk about diversifying your marketing efforts. There are many, many reasons why it's important to diversify your marketing efforts, so let's talk about why first, and then we'll talk about what it can look like and what I recommend. Number one people are not in the same place, so some people are going to find you on, like a podcast, or they're going to be looking for your blog, or they will google search and something will pop up. They'll be on social media, scrolling or on TikTok. People have different preferences, I guess is the best word and so they're going to see you in different places and nobody is likely to see you everywhere, and so the first and most important reason for diversifying is to hit a broader audience and ensure that you're covering your bases, and so that's why it's really important to think about where your audience is, where they're going to be looking and what their natural tendencies are. I think that it's really important to consider are they on Facebook? Are they on Instagram? Are they on TikTok Like? Where are they in this part of the process? The second reason that it is important to diversify your marketing is your message. It helps you to solidify your messaging when you're creating content for a variety of different platforms, the way that you speak on a billboard now, I'm not recommending any online businesses necessarily get a billboard, but the way you speak on a billboard is very different than a radio ad, which is very different than a live event I'm thinking of my realtor which is very different than a live event. I'm thinking of my realtor, if you've been following around long back in August, we bought a house and so realtors will often put their faces on billboards or benches or buses and they will also get on the radio and they will also host events that you can go participate, like client appreciation events. You'll often have them mail out, like postcards or other types of paper products, if you will, to an entire neighborhood where they're targeting to become part of that, like neighborhoods frequently seen names, if you will. Diversifying is going to help you solidify yourself as a trusted person, and so when someone sees your name on Facebook and then they see a podcast that you've produced, and then they're Google searching and your name pops up in their Google search, you become more reliable, more trustworthy, because the more places that you show up, the more they see your name, the more familiar they get with it and, just as part of our nature. The more we see a name, the more trustworthy it is, and when it comes up again and again and again, it just becomes more ingrained in us. So those are some of the main reasons why I highly recommend that you diversify. When I say diversify, that doesn't necessarily mean that you have to be creating brand new things for each of these platforms.

Speaker 1:

When I was in full force and I kind of really haven't been for a while, but when I was in full force I would produce this podcast on Saturdays, I would also put out a blog post on the same day and then on Mondays I emailed my list. Throughout the week I would put out social media content based on the podcast. So my brain was really, really functioning hard for the podcast. For the podcast, I was coming up with all of that content and creating really great long form content in my podcast, and then I would repurpose it into a blog post so that someone was Googling, that it becomes more searchable, and then I would repurpose it into an email that I could send out to my list and get them to make sure that they saw the email, that they engaged with the email, and then I would use social media posts to hopefully reach new audiences, new people who are just scrolling, and also, if someone had missed my podcast, who's already part of my world, that they will be reminded of it. So those are different ways that you can diversify your marketing efforts, with one message and one piece of content that gets spread out across different channels. So let's talk about how I recommend you create this diversified marketing plan.

Speaker 1:

The first thing is, if you are by yourself, give yourself grace. If it's a busy season of your life, give yourself grace right. Decide what your non-negotiables are and what you can let drop. So for me, my main non-negotiable is my podcast. The next most important one for me would be my blog posts and my emails, and then last is social media, and so I do have a plan in place to get the blogs and emails back up and running. I'm not 100% sure what is going to happen, but stay tuned hopefully soon.

Speaker 1:

But my podcast is a non-negotiable and I've prioritized the rest of these marketing channels in order of what I would consider important and honestly I would say it goes podcast, email and then blog posts and maybe even social media content before the blog posts, just because blogs are not the same as they used to be, and while I know that blogs are really, really important for people who are searching, and that piece of the puzzle when I was producing my blog posts every single week, the traffic just wasn't there. I was getting like maybe five to 10 views every week for all of my podcast episodes. So, whereas, like emails, I was having like a 60 to 70% open rate and good engagement on my social media content, and so I I honestly feel like the blog posts would actually bump back to like last place but that's a discussion for a different time and place. You have to decide for you what the priority is and where it's the most important. And then again, especially if you are by yourself and you don't have a team supporting you, have realistic expectations of how long it takes to implement something. When I first got my podcast up and running, I gave myself 90 days before I even thought about emails, and then, once I started sending out emails, I gave myself 90 days before I even thought about the next step.

Speaker 1:

And so giving yourself that grace and having realistic expectations of how long it actually takes to get something set up and have full teams of people supporting them, whether it's contractors or actual full-time employees, and it gives us this false sense of ability of like what we can handle, because a lot of online businesses function different than businesses that we see in like the real world quote-unquote and by that I mean I'm not walking around the mall, going to go shopping at whatever store to get a new shirt or to buy a candle and seeing the face of the brand, like the owner of the brand. They function in a way where, like it's a company and then there's employees, whereas online businesses often have the CEO, the founder, as the face of the brand with, and it gives this perception of them being a one-person team, because you see their face all the time and they write captions in a way that's like I, I, and they're talking about their personal experience and their emails are coming from this, this first person perspective, and it's I, I, I right, where, like they aren't writing that social media post and they aren't writing that email. And so it's just important to keep that in perception and perspective, because it can really skew what's possible and I am working by myself right now, like I don't have a team, and so client work is coming first, and that's a big reason why, realistically, I just don't have the capacity to do the rest of the pieces and like that's okay, that's the season that we're in. I want it to be real and honest about that, because there's different seasons in business and when I was putting out regular, consistent content on all of those platforms the emails, the blog posts and the social media content I had a VA, I had a podcast manager, I had a copywriter that I was working with every single week that were doing a lot of those behind the scenes technical pieces for me while I kept client account up and running successfully.

Speaker 1:

So prioritize, give yourself grace, have realistic expectations, especially if you're just getting started. If you're kind of in a position, like I am, where you've been doing these things and you've let them lapse and you're bringing them back, you probably can get things set up a lot quicker and reinstate the procedures and reinstate the marketing channels quicker. But still give yourself grace and give yourself time, because you really want it to be working well before you stack something else. You don't want to add something else to your plate that's going to make everything else have to go away or you're going to have to. If you bring email back, you have to stop the podcast. We don't want that. We want you to be able to continue your podcast and also stack the email on top. So let's talk about these marketing channels.

Speaker 1:

The first one that I want you to have is some sort of long form content. My recommendation is a podcast or some sort of video content. It can be a YouTube channel. It could be like a Facebook, instagram, tiktok live series and where you're going and you're doing longer, extended videos, not like 30 second reels, but extended, long videos with a good amount of content. I would lean towards YouTube if you want to do the video content route, just because YouTube is a search engine and the algorithm will work in your favor, whereas if you're posting your long form videos on Instagram or TikTok or Facebook, there isn't the same searchable features and people aren't going on those platforms searching for content in the same way that they are on YouTube. So if video is your jam, I highly recommend that you go to YouTube.

Speaker 1:

I love podcasting. It is absolutely my number one. I think everyone should do it, but we all have different personalities, right? My best friend is also in this world and she has a blog and that works really, really well for her and her business, so it really just needs to be like your choice. If you are producing a podcast or a video type content, then I do recommend that you repurpose it into a blog post, because blog posts are also searchable in a different way, especially the podcast, and that just gives your show more searchability through Google specifically. You can make the decision to do a video podcast where you're recording yourself, like a video of yourself recording the podcast, whether it's just kind of like a really casual one in your closet or if you go to a professional studio and it's much more high class. You could do that. I've never done it, no interest, but that's just me. So those are some of your options for long form content. This is really great because this is going to nurture your audience and give them high value, free content.

Speaker 1:

I've said this before. I'll say it a hundred times over I don't gatekeep anything. I don't worry about that line of like. Did I share too much? Did I give away too much? Am I talking too much about how things work? I, that doesn't even cross my mind and I highly recommend that you try to not think about it either, because the people who are going to buy from you are going to buy from you and when they're ready to spend the money to get things quicker, easier, faster, then they absolutely will. And a really great example of this is I have a Canva Pro account.

Speaker 1:

I make my own graphics regularly and yesterday I bought some posters for my kids bathrooms. One of them had there was three of them, so two of them had their initials with like a background nothing super fancy, it kind of looked like they were painted a little bit, but yeah, so posters with their initials. I bought one of each initial. And then the third one that I bought was it said I am kind, I am brave, I am smart, I'm capable, I'm loved, like I think there was like 10 different ones. I bought that. And then for my son's room I bought two additional posters. They came together as a packet that said let's just read or let's read, and then on the other poster said just one more story. I absolutely 120 could have recreated all five of these myself in probably like I don't even know less than an hour, because I'm not a graphic designer and I would have had a bit of a struggle because the fonts and the this and the that and the colors and yada, yada, right. Instead I just bought them. I just spent the money because I didn't want to Like. It was this point in my life. I just wanted to buy the posters, and so people are at different points of their journeys and there are different stages, and so there will always be people who are not interested in buying.

Speaker 1:

If you tried to sell me a stove right now, I would laugh at you. I'm not in the market for a stove. A big reason is that we have a cooktop and an oven separate, like they in our current kitchen. They're not together. So I don't need a stove. I don't have a place to put a stove. I'm not interested.

Speaker 1:

But if we had been at our old house and someone had come to the door and the circumstances have been right, our old stove cooktop was like scratched and it was like 15 years old and it was kind of maybe ish time. I was way more in the spot where you could have probably sold me a stove, but like now, not a chance. So we're at different cycles and different things will change and there will be a day and a time. Well, I don't know if we're living in this house, there probably won't be a day or time that I'm ready to know. If we're living in this house, there probably won't be a day or time that I'm ready to buy a stove. We would have to do a full remodel and, to be completely honest, if we did like full demo our kitchen, I would probably go for a traditional stove. I don't love, love the cooktop, but it works and we're not doing a full kitchen demo. So like right now, no interest. 10 years down the road, who knows who knows right? So different cycles of that buying piece, and so for me, on my podcast, I don't even think about like, oh, is this client only information, if I'm getting a question often enough or if I am doing a strategy and I'm like, oh, I should share that with the world. I do, I do, okay, so that is the first part of your marketing strategy.

Speaker 1:

The second piece is an email content strategy and in this piece of the puzzle, if you have a TPT store, I would also add in notes to followers in here as part of your email strategy. And so how are you contacting your audience regularly and what is your like? What type of content are you sharing? I like to be a little bit more story oriented in my emails and connection and relationship based, and that works really, really well for me, I find. But just like, what content? How are you sharing your content to your email list? And you can either start with your email, and this is your starting point, and then create your long form content from your email, or the other way around, which is what I do, where I create my long form content first and then my email second.

Speaker 1:

If you want a text list, I don't think a text list replaces an email list. I think it complements. Same with the notes to followers. I wouldn't say that a note to followers replaces an email, but it complements it, so they can all work together. But if you decide to bring in any of these additional pieces, you have to decide what order you're going to bring them in. Like, if you have a tpt store and no real email list yet, you're probably going to go for the notes to followers first and then the email second. But you have to, like, look at your business and really decide, like, where do these things fit? The last piece of the puzzle where I recommend you diversify.

Speaker 1:

Actually pause, let's go back to that email list, and I just want to do the plug that everyone always does. You own your email list. That is yours to market to. It is really really essential, like really really essential, no matter where you are in your business, that it is a priority that you are growing that list. However you want to go about growing your email list, that's your choice, whether it's through trainings or it's through live events, or it's through freebies, or it's through, like contact, get more information, newsletter, stay in the loop, whatever it might be. However you want to go about it, just do it, because that is going to be gold. You can use it.

Speaker 1:

You need to download it because, let's just say, flow desk closed tomorrow. All my contacts would be gone, though I do download my list once a quarter, but any new lists, new people since September would be gone. I would lose them. Right, because I don't own Flowdesk, I just own the list. So download your CSV, cvss, your the files, whatever they are the, not the pharmacy one, the other one. I always get confused I'm Canadian, if you didn't know, so always get confused. Is it CSV files or CVS? I think it's. I think it's CSV file. Okay, I'm gonna. Maybe I'll get some comments clearing this up. Okay, so download that file. So you have your list, your email list, and you actually can like walk around with it in your pocket if you wanted to print it off, but I just keep a digital copy of it on my google drive, okay.

Speaker 1:

So then your final piece of diversifying, if you're an online business, would be your social media platform or platforms. I put the S there very lightly. I don't think you need to be on multiple platforms, but you might do something like what I do where it's automatically set. So anything I post on Instagram goes to Facebook automatically and that makes it appear that I have a presence in both places, and I'm probably not going to have the same people looking at my Instagram account and are looking at my Facebook account and vice versa. So it keeps my Facebook presence active and alive, but I'm only posting in one place. You can also repurpose content and have it on both Instagram and TikTok, but I don't recommend that you have completely separate marketing strategies or marketing venues, separate marketing strategies or marketing venues, ventures on multiple social media platforms, especially if you are a solopreneur like really no team now. That being said, if social media is your jam and you love posting on tiktok and you love posting on instagram, then go for it. Go for it. But I think a lot of us are drained by social media and can find it really challenging, so you don't need to be posting on all those platforms.

Speaker 1:

Sometimes I get questions about like, what about Pinterest and what about whatever it might be? Go ahead like whatever it might be. Go ahead like absolutely, add that in If you feel like it would be a good part of your marketing plan. Absolutely, you can add Pinterest in. Pinterest is a really great way to drive traffic to your website, drive traffic to your lead magnets If it's something that you are going to consistently work on.

Speaker 1:

Pinterest is a long game. It's not an overnight success. So you really have to put the time and energy in that Pinterest requires. But that's the same as anything. You can't just post once to Instagram and then like life changes. Obviously, flukes happen it probably has definitely happened before but in general, you're to have to like have a long game, consistent strategy that you are working towards and implementing over time. So it can absolutely be part of your strategy and I really really love sitting down once a quarter, once every six months, and just writing out every single marketing strategy that I could possibly think of and then pulling the ones that I'm like okay, this would work for me. I want to try this, I want to implement this, and that can be a really great way to get new ideas. I've done an episode about that in the past, so I will link it in the show notes. So I hope that you found this episode helpful and that it was valuable, and that you're going to be successfully diversifying your ads and your marketing plan not your ads, just your marketing plan going forward, actually totally say goodbye.

Speaker 1:

And then I realized, like by accidentally saying diversifying your ads, that I left out a huge, huge piece of the puzzle, and that is the traffic source. So there's three different sources of traffic and you want to also be diversifying this. So the first type of traffic is organic. These are the people that find you without you really trying to do anything. They just stumble upon, or they are searching for something, or they like the hashtag and they're like flipping through hashtags. Right, so you have your organic traffic. You want to have that absolutely 100.

Speaker 1:

You also want to have traffic from collaborations, and this is where you're borrowing someone else's audience. So, whether you're going on people's podcasts or you are doing a live together where you go live on someone else's platform or where you show up live in their group and you share what you're knowledgeable about, or you're participating in a conference or a summit or some other live event and you are sharing your message with their audience and then offering them some way to come join your audience after the presentation, them some way to come join your audience after the presentation. And then the final piece of the puzzle when you're diversifying traffic sources is ads, where you're paying to get new people or not new people. You're paying to get new eyes on your things, and so you can pay to get new people to listen or watch or read your long form content. You can pay to get new subscribers onto your email list. You can pay to get people to follow you on social media and I don't recommend you do that, but it's an option so you can absolutely grow all like your diversified marketing channels, your emails, your long form content, your social media.

Speaker 1:

You can grow them all organically through borrowed collaboration audiences and also with paid traffic, and so you can diversify kind of like in two directions, like yeah, so it's not just like one dimensional of the channels, but it's also the traffic sources that you need to think about and I do recommend that you implement traffic sources in that, in that order. So first is organically building your audience. Second is collaborating with others who are in similar industries sister niches, work with the same type of people and then the final traffic source that you would bring in is paid ads. So okay, now for real. I hope that you go out and you diversify your marketing channels and you just think of, like maybe even one way that you could add in a little bit of diversification today and create a bit of a plan how, in the next three months, you're going to make that part of your successful marketing plan. So thanks so much for listening and I'll be back next Saturday with a brand new Saturday strategy session.