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

191 | Mastering Marketing in 2025: Quality, Consistency, and Authenticity

• Jenzaia • Episode 191

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This episode focuses on essential marketing strategies for 2025 and shares what I'm going to be keeping and leaving behind this year! The discussion offers actionable insights for creating a sustainable marketing plan that aligns with personal and business goals.

In this episode, we'll chat about
✨ The importance of quality and consistency in content creating
✨ Why relationship building will always be essential
✨ The pitfalls and risk of the tactics I'm leaving behind this year
✨ Actionable steps for auditing personal marketing practices

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Speaker 1:

Welcome to Market Scale Grow. I'm your host, inzea, and this is a Saturday strategy session where my goal is to bring you practical marketing strategies that you can implement into your business right away. Let's jump in. Hello, happy new year. It is 2025. We are back with another Saturday strategy session on Market Scale Grow. I'm your host, jenzea. I hope that you had a wonderful holiday and that you are getting back into the swing of things.

Speaker 1:

Today is Saturday, january 18th, so we are about halfway through the first month of the year and I am super pumped to be back. If you're a brand new listener, I am just going to quickly introduce myself and a little bit of my story, and then we're going to jump into a trend that I've been seeing on social media, which is things we're leaving behind and things we're keeping with us in the new year. So we'll talk about things we're keeping first, then things we're leaving behind and things we're keeping with us in the new year. So we'll talk about things we're keeping first, then things we're leaving behind, and then I have just a couple little actionable takeaways, if you're interested in it, at the end. So, if you're new here or if you kind of forgot, I am a teacher business owner in Ontario, canada.

Speaker 1:

I have two littles and I grew my business while I was on an extended maternity leave for my daughter. I found Facebook ads because I was running them for my own TPT store and somebody found out that I did it and they're like hey, can you help? And I was like, yeah, sure, no problem, which I guess where it got around. And then somebody was like I will pay you to do that. And I said what People pay others for Facebook ads? But they're so easy. And then I was told, no, no, they're not. That was four years ago, in November actually. I started running Facebook ads in November 2020. I absolutely love them.

Speaker 1:

I think I just love a challenge, like when I was in my teens I think I must have been like 12, 13, I had braces and I was told that kids just don't floss. And I said what do you mean? Kids don't floss, like kids don't floss, it's too hard with braces. And I said, okay, I understand. And I flossed every single day because it was hard. I just love hard things. I don't know what it is. So enter Facebook ads, fell in love and it allowed me not only to cover the three month gap that I wanted to with my daughter but also extend my maternity leave, and it has been such a blessing, and I have absolutely loved not only running Facebook ads, but also this time that I've been able to spend with my family.

Speaker 1:

So let's dive in to the three things that I'm keeping and that I recommend you keep for your marketing, whether you're running Facebook ads or not. These things are true for a marketing plan, with or without paid marketing. So things that we're keeping in 2025, number one quantity. No. Number one quality over quantity.

Speaker 1:

It's better for you to put out high quality pieces of content, whether it's long form content like your blog or your podcast or videos, versus a lot of it. People really want to actually get something from what you're talking about, from the value that you're providing. They really want to actually take something away, not just fluff content. So, being sure that there is quality in your content, not posting just to post, not clickbait stuff that has no real value. Making sure that we're not gatekeeping in our long form content or short form content, social media as well. Really making sure that there is something impactful and that people can take away. Now I'm not saying that you have to give everything away for free Absolutely not. But just like making sure that people can really value, like, benefit from and take value from your content. This means that you should have meaningful touch points, not just filling a calendar. So if you are doing things just to do them, you're putting content out just to put content out. I think that it could be very valuable for you to reevaluate and think what is somebody getting from this?

Speaker 1:

Number two that we are keeping in 2025 is consistency. Consistency is so important, whether that means you're putting out a long form piece of content every single week, every other week or once a month. Being consistent with the rate that you are putting out content. Again, going back to point number one and I did make that number one on purpose, quality is more important than quantity, but being consistent in the release of your content is also important. Making sure people know that they can reliably count on you to put out a new podcast once a week or for you to email once a week, or whatever it might be, helps you to become a reliable, trustworthy source of information. It also builds credibility and trust, and that is so important. And it kind of leads me to number three, which is the third thing that we are keeping in 2025 is building relationships.

Speaker 1:

People really need to be able to trust you, need to rely on, you need to know that you actually know what you're talking about and can deliver on what you're saying. If it's all fluff, smoke and mirrors, that is not working anymore. There was a lot of that that happened when I was first online. There was a big boom of online businesses, and some of them turned out to just be smoke and mirrors, like I'll sell you my aura. Yeah, none of that is really working anymore. I mean, I think it always will work to some extent, but in general, for most people, we need value. People are hanging around so much longer and they really want to know that they can trust you and, if they give you their hard earned money, that they're going to get something from it. Groceries are more expensive, gas is more expensive, rent is more expensive than it ever has been before, and people are feeling the pinch on their money right now, and so it's really important that if they're going to spend their money on you, that you're going to deliver.

Speaker 1:

So our three things that we are keeping in 2025 are quality over quantity in our content. Number two consistency, so showing up on a consistent basis. And number three, continuing to build relationships and with all of those together is playing the long game. I don't like the word playing, but just knowing that your business is a long game, it isn't a short term like, oh, I do these three things and I'll have a million dollars in my business or in my bank account. It really is a long term game, that you are playing the right pieces and you're doing the right strategy so that it will snowball and grow over time, consistently, over time.

Speaker 1:

Now what are we leaving? And I have to stop myself from giggling about this, because the first thing that we are leaving behind is trend hopping. I'm laughing because I'm doing this podcast episode because of a trend that I saw on Instagram, and so I'm saying don't trend hop and I'm doing a trend. So it is okay if you do do trends, but we're not doing trends just to do them. If there's no value or there's no connection to it, it doesn't make sense for your niche or for you as a human or for your business, whatever it might be. We're not doing trends just to do them. It can cause us to lose our brand identity and it can alienate followers if there isn't authenticity behind what you're doing. So sometimes trends will align with you and your business. This trend aligns with you and your business. This trend aligns with me and my business, and so it's okay if, from an authentic place, a trend makes sense. We want to make sure that the trends also align with our long-term goals.

Speaker 1:

The dangers are that if we're going to be hopping on every single viral challenge that's out there, you don't necessarily know your audience. But your audience really, really knows you and they'll know when you're being authentic and when you're just like trying to viral hack your way through building your business. So don't trend hop. Think about which trends make sense for you and your business and how. If a trend is kind of going viral and you want to use it, but in the way that it's currently going viral doesn't make sense for your business, is there a way that you could tweak it and personalize it so that it is authentic to you and your business?

Speaker 1:

Number two what we are leaving behind is posting just a post. So this goes back to the number one thing we're keeping, which is quality over quantity. So we're not posting just to post. There was for a long time this more is more and the more things you post, the better it's going to do, and I think there were algorithms that favored the more is more mindset for a while, but that's gone.

Speaker 1:

Just posting to post is not going to get you anywhere and it comes with even bigger risks, like burnout, fatigue on content creation, fatigue and also audience fatigue, like if they're seeing you too much, they might be like, okay, I just need to mute this person. Or if you're sending too many emails, they're going to unsubscribe. And so there needs to be a balance between enough showing up consistently so that people know who you are, and excessive posting, excessive emailing, excessive content. And if you're posting just a post, you might also run into the pitfall of brand identity crisis, where you're not able to make sure everything is on brand and that your message is seamless. And, of course, there's growth and evolution over time. But it's important that there is consistency in your brand and in your brand messaging and what you're saying. And if we're just trying to push out as much content as possible, making sure that we have an Instagram post every single day and that we're on stories five times a day and that we're and that we're and that we're, then you're not going to be able to be consistent in your brand, in your message, in your identity.

Speaker 1:

So again back to quality over quantity and making sure that we're strategically planning our content and starting with a content rock, like what is your rock in your content? So for me it's my podcast, and then from my podcast I do my email and then from that I also create a social media post. My social media game is not happening and neither is my email. So when I'm really in my best content creation mode, my podcast is my rock. And then from there I create emails to go along with the podcast and I also create social media content that goes along. And then they direct each other to each other. The email says hey, go listen to the podcast. The podcast says sign up for my email. And then my social media says hey, go sign up for my email list and also go listen to the podcast. And then, you know, I also, at the end of my podcast, say like, if you want to have a conversation, send me a DM. So it's pushing people to Instagram and Instagram is pushing people back to my podcast, right, so they're all working together. So, um, you know we're, sometimes we're in the top of a game. Sometimes we're on the bottom of the game and all of those are okay, but being strategic in your content planning is really, really important, and not just like posting to post.

Speaker 1:

The last thing that we are leaving behind in 2025 is obsessing over every single number. There is so much data that is accessible to us easily. It can become so overwhelming, and this is coming from somebody who adores data. I love numbers. Math is my absolute favorite subject. I wish I had taken more math in university. I love my statistics class, I love spreadsheets, I love analyzing numbers and I'm telling you, there's way too much data and we are obsessing over so many things.

Speaker 1:

It is not a good thing to obsess on those vanity metrics like likes and followers views. These are not going to help us. We need to focus on the bigger, natal moving numbers conversion rates, email signups, return on investment the ones that we can actually change and actually have an impact on and that are really, really going to move the needle. If your landing page isn't converting, how can you make it convert better? Increase that conversion rate, which means more money in your pocket. If people aren't signing up on your landing page for email. What can you do to make a change and increase the signup rate? These are the things that really matter and that are going to move the needle forward in our businesses. We really need to focus on those. We need to let go of the vanity metrics and I'm saying we and I'm speaking mostly to myself, but also if this is helpful for you, I really, really hope that you're taking this advice and this exterior motivational speech I'm giving to myself. I'm hoping you're taking it too. Motivational speech I'm giving to myself. I'm hoping you're taking it too. So for me. I actually really appreciate that Instagram no longer shows likes to like publicly and I really just try not to pay any attention to it in general. So if that's helpful for you, like, I really hope that you can take something away from that and just every single step of the customer journey, knowing what the most important metric is and focusing on that and trying to just let everything else go.

Speaker 1:

So, on a very simple basic Facebook ad to grow your email list, you would have the Facebook ad. The most important metric there is the click-through rate. What percentage of people are clicking on the ad to go to the landing page? You want that to be at least 1%. The next step is people on the landing page. What percentage of them are signing up and saying, yes, I want this freebie, or yes, I want to go to this training, whatever it might be? You want that to be at least 30%. Letting go of all of the other metrics, are 30% of people signing up for your email list, yes or no? And then on the thank you page, you should have another step.

Speaker 1:

Now, depending on what that step is, you're going to have a metric and they're going to be wildly different. If the next step is going to your Facebook group and joining the group, you're probably going to have a higher rate. If the next step is something like signing up for a one-on-one call Other options of next steps to have on that thank you page you could be selling something like a small ticket offer. You could have people go listen to a podcast episode or read a blog. Make sure you're utilizing that thank you page and just know that the higher the time investment is, so like a phone call, a one-on-one phone call is a pretty high investment or financial investment. If you're having someone buy something. The higher that demand is, the lower the conversion rate will be, the easier it is for someone to do go join the Facebook group, go listen to the podcast, go check out this blog post. Those are all pretty low barriers and they'll have a higher conversion rate. But knowing exactly what you're looking at at each and every step of the journey will help you to know if it's successful, and then you can let go of everything else.

Speaker 1:

So, as a recap, the three things that we are taking with us and keeping in 2025 are quality over quantity, consistently putting out content and continuing to build relationships, because it is a marathon, it is not a sprint. And the three things that we are leaving behind are trend hopping, making sure that what we're doing is authentic, whether it's a trend or not. We are also leaving behind posting just a post C thing. We're keeping. Number one, quality over quantity. And, number three, obsessing over every single number, every single piece of data that we have, especially those vanity metrics, knowing what is important.

Speaker 1:

If you want some actionable steps to take away from here, here are a couple things that you can do to audit your marketing. So, number one are you being consistent? Are you putting out content consistently? What is your rhythm and are you doing it consistently? Number two are you actually prioritizing that quality or are you posting just a post? Number three how are you building genuine relationships? Are you replying to comments with more than just like a haha thanks Like? Are you replying meaningfully to all comments? Are you sending out emails that are value builds and that have personalizations in them so that you can be building those relationships? And then number four I think I said five, but there's actually just four.

Speaker 1:

Number five is are you focusing on the needle movers for your goals, which means you need to have goals, but are you focusing on the needle movers for your goals, which means you need to have goals, but are you focusing on those needle movers and do you know what the needle movers are? Can you identify them? Do you know what data points you have to know if your needle movers are moving? There have been times in my business where I have literally no idea what my goals are and what the needle movers are, and there have been times in my business where I know exactly what my goals are and what the needle movers are. And then there's times, like right now, where I'm somewhere in the middle. I know what my goals are. I have a good idea of what the needle movers are, but I might not have my finger on the pulse as much as I might like, so identifying where you are on that spectrum can be really, really helpful.

Speaker 1:

I hope that this has been insightful and that you can take something away, and that maybe this might even be one of those episodes that you come back to and remind yourself of that checklist of things, when your marketing kind of like feels off center or feels like it's not working for you. And don't forget that, like your strategies are your strategies and if they're working for your business, keep doing them right and that you're going to keep some things yourself and you're going to leave different things behind. So if you're keeping different things than me and you're leaving different things than me behind in 2025, like rock with that and like just confidently go into 2025. I hope that you have had a great year so far and that it really really continues to be one of the best years of your life. So I will be back with another Saturday strategy session and next Saturday. Until then, keep on keeping on. I guess I don't really know how to end these things. I never know how to end them, so I'm just gonna say bye, bye, bye.

Speaker 1:

Thank you for listening to this episode of Market Scale Grow. Every week on Saturdays, we release a new Saturday strategy session, sometimes with amazing guests, and I'm so thankful that you've taken some time out of your busy schedule to make me part of your journey. If you love this podcast, don't forget to share it with your friends and then head to your favorite podcast app to subscribe so that you won't miss next week's episode or any of the upcoming ones. And if you loved it, be sure to leave a review on Apple Podcasts so that other people can find this podcast and we can impact teachers and teacher business owners around the world. Thank you so much for listening and I'll be back in your ears next week with another Saturday Strategy Session.