Intuitive Marketing Podcast

#15: How to Stay Top of Mind Without Being Online All the Time

• Chelsea Fournier + Meg O'Neill • Season 2 • Episode 15

Share episode

The episode unpacks the journey of maintaining consistent marketing without burnout, sharing impactful stories from clients who have successfully navigated these challenges. Listeners are encouraged to embrace authenticity and creativity in their marketing while exploring practical tools and strategies to sustain visibility.

• Discussing the pressure of touchpoints in marketing 
• Real-life examples from clients Candice and Giovanna 
• The importance of authenticity over perfectionism in visibility 
• Strategies for effective content creation and marketing 
• Tools and systems to simplify marketing efforts 
• The significance of sustainability in personal marketing rhythm 
• Embracing transparency and relatability in marketing 
• Exploring the role of AI in content generation and efficiency 
• Encouraging actionable steps to refine marketing processes

Ready for Support from Meg & Chelsea?

👉🏼 Looking for the Intuitive Business Community? Visit www.joinibctoday.com for all the details. We're here to help you step into bigger visibility. Bolder opportunities and greater impact with three coaching calls a month, hands on feedback, and a powerful network of like minded women.

👉🏼 We can take a deep dive into your client journey or your visibility strategy and show you exactly what's working, what's not, and how to fix it. Ready for clarity and a plan that actually works book your audit today at www.intuitivebusinessbydesign.com/audit

👉🏼 Explore the services offered by our marketing agency Intuitive Marketing Collective and request a free Discovery Call to explore how we can support your business. Go to www.intuitivemarketingcollective.com

👉🏼 Follow the agency on Instagram to continue to conversation beyond the podcast @intuitivemarketingcollective

Want to connect more with the hosts?

Follow Meg on Instagram @megoneill10

Follow Chelsea on Instagram @intuitivebusinessmentor...

Speaker 1:

Did you know it now takes up to 20 or more touch points for someone to make a buying decision today. How do you balance showing up that often without burning out, when you're probably just one person?

Speaker 2:

As female founders, we often carry the weight of showing up consistently, while also managing life, energy and the inner voices that beats us up when we're not doing what we think is perfect. So let's talk about making consistency sustainable. Hey there, friends.

Speaker 1:

Welcome to the Intuitive Marketing Podcast, where we ditch the bro marketing BS and bring you big sister vibes instead. I'm Meg.

Speaker 2:

And this is Chelsea, your new biz besties.

Speaker 1:

We met on TikTok in 2023. Fast forward to now and we have teamed up here to guide you through the wild world of marketing your business with heart and soul.

Speaker 2:

Are you feeling lost or overwhelmed, maybe unsure of your next steps, but you have a big vision of where your coaching, healing, speaking or writing career could be in the next five years, 10 years. Don't worry, we've got your back. We'll help you tap into your intuition, build a brand that lights you up and leverage proven marketing strategies to grow towards a six or even seven-figure business in a way that won't make you cringe.

Speaker 1:

We're actually here to help you bring the magic back into your marketing. Because marketing should feel good, not gross Grab your favorite drink, get comfy and let's get started.

Speaker 2:

So years ago in marketing people would say it would take seven touch points for people to make a decision. But now, because we're inundated with so much information, so many ads, so much stuff on social media, it takes people a lot more in order to see if they relate to a brand or actually take action on it.

Speaker 1:

That feels so overwhelming, just as a creator. But if I'm honest, as a consumer, that's probably true for me yeah, I'll save a tab on my phone and then see their social media and then be like, oh, I think I got an email and oh, I saw them being promoted on a podcast. And so, as the creator or a business owner, we just need to reframe. Why consistent action? It just needs to be about the connection and not focusing on perfection and not focusing on every single post, selling or being like this home run of just putting so much pressure. And when you just talked about perfectionism, I feel like the pressure we can put on every piece of content or every single thing we put out there, because there are going to be natural ebbs and flows and still staying in alignment while you're consistent, I think, is more important.

Speaker 2:

Feeling good about it, and I think it's. I think consistency. What does it even mean? And what I tend to think about myself and remind people is like just staying top of mind. I think is that consistency that you want, and that doesn't mean you have to always be present, but like staying making your brand come top of mind for people, because, as we see and as we know, there are people that are so, are very inclined in certain genres of the coaching industry who get hired a lot just because they're so top of mind, and it's not even necessarily that their skills are what people are looking for. So, whether that's good, bad or indifferent, whatever it might be, it's just a reminder that if you can stay top of mind, it's in the end it's going to be easier to make sales that way you can stay top of mind it's, in the end, it's going to be easier to make sales that way.

Speaker 1:

Yeah, and I think so many of the clients that we work with we would consider to be like experts in their field and are so excellent at what they do that it's almost shouldn't the results of people working with me or hearing me speak or reading me my book just be enough? And if you're more in that mindset of I have so many credentials and so much background, the creating 20 touches that sounds so fucking overwhelming. I don't want to do that. I just want to be able to do what I do and have people know about it, and so it's like finding this middle ground.

Speaker 2:

I feel like that's what we like to teach people, too. Right Is like finding like you don't have to be, you don't have to live stream your entire existence to be top of mind. Right Like how can you still do the work that you love and make sure that you're creating some kind of content that, like gets people to say, oh, look at what she does. I need her in my life and we have a few clients that have been really great examples of that.

Speaker 1:

Yeah, we thought since, instead of just hearing what we do for ourselves, weaving in some stories of clients and members that we've worked with over the years and recently, I think would be fun. So we want to highlight first a client, candice Erickson-Parram. She owns, she's the founder of Indiglo Soul and she is an intuitive energy healer, and she came into my. I don't know if you know how Candice and I met. There was a woman who was going to join my mastermind back in 2021. And then, just for whatever reason, it didn't work out, but she was like I think we were meant to meet for a different reason. I want to introduce you to my friend, candice, and Candice at the time lived in Charlotte, north Carolina. I live in Wilmington and there was this event coming up that was like a kind of spiritual crystal expo and I was like I don't know why, babe, but I feel called to go out to it and Candice was there, unbeknownst to me, and so we met in person, yeah, and I had just such a lovely day just immersing myself in that world. It was really fun. I bought some crystals, but just hugging Candice. And then she joined into my membership, at the time at a different name than the intuitive business community and it was just me running it, so it was a different experience than what is currently happening.

Speaker 1:

But Candice is an OG. She was the very first person to sign up. She's been in consistently for now almost two and a half years and then, throughout the process, has identified things that were beyond her skill level or zone of genius to have us do done for you. And so she came to us with a Squarespace website that was just clunky. She had DIY'd it, it had served her purpose for a while and then she hired me and my team to make a new website for Indiglo Soul, and we've really done some like tweaks and improvements to it over the year.

Speaker 1:

And then I know she was really struggling with this consistency piece of. I remember one day in the membership her saying I remember it feeling very vulnerable for her to say is it taking everyone else like 10 hours a week to create a couple posts for your content? And we were all like, oh honey, we need to help you be faster. But she was. You know Canva was new to her. Recording was like she's not a content creator, she's a former HR corporate professional who's an amazingly powerful healer, who knows that she needs to learn these tools to market her business, and so I know she had a really great experience working with you. She hired you to do Instagram content. If you want to talk a little bit about what you did and then some of the things that I've done with her, even since then.

Speaker 2:

Yeah, what we did was kind of a done for you retainer, but what we were able to do is design templates and show her the cadence of writing captions a little bit easier and getting into touching on what her offers are in her content so that then she can be selling them. And it was a great experience because now, with your help then in learning AI, she's been able to really be consistent.

Speaker 1:

Yeah, to me and I'm sure she shared this with you as well that you like completely reframed for her how she could be sharing her expertise in a way that felt authentic, and she's really become much more visible and learned she has yeah, creating more reels and talking to camera, and so I know that you really activated her into seeing that, showing her authentic voice, her face. There's so many accounts that are like faceless accounts, but when you're looking to hire a healer, like that connection just can't be replaced, right.

Speaker 1:

And so she then had all these beautiful three months worth of content that you created for her, and then she bumped back into working with me. Okay, how can we make sure I don't fall off the bandwagon of staying consistent? And she really has three core offers, so three kind of bigger packages of working with her one around courageous healing, one around chakra support, clearing the oh, no, one is clearing the heart wall. One is more around chakras. And then one is her empowered empath program, like her signature program. And so what we did is we took all of the beautiful templates and the concepts that you created and started training a ChatGPT thread for her, one for each of her offers.

Speaker 1:

And so we took blog posts. She had made audience training inside of the intuitive business community. We have a whole training workshop on how to create a knowledge base in AI so you can train ChatGPT or Gemini or whatever you're using, to start speaking more like you. And so we created this whole grid strategically of how many posts a week was she going to do, and then what templates of yours could she continue to keep reusing, and then asked ChatGPT to make a different type of post to match up with the templates, and then asked ChatGPT to make a different type of post to match up with the templates. So now she's got like different types of content. One she has one full month to promote each program. She's basically it took us an hour to create each of the month content and then she sat down. She's like I can sit down with Canva and a glass of rosé on my couch and do the.

Speaker 1:

Canva stuff because it's so simple and matched over to what she already had. So I feel like that she told me the fact that it's taking her maybe two hours between creating the captions and then creating Canva or recording, as opposed to 10 hours a week, like how many hours difference is that, just from being able to sit down and market her business without spinning her wheels on things that are just not fun for her. Some people love playing in Canva, right? But she's not one of them.

Speaker 2:

And it's converting too. It's converting, which is amazing.

Speaker 1:

Yeah, in the past month or so she's sold three of her bigger packages and she's had people coming to her from Facebook groups finding her for one-on-one sessions and so she's really starting to see an uptick. And she has the back end to support it because we've worked on all the back end and website and scheduling and all of that but now also has confidence that she knows what to do to market and it's starting to work.

Speaker 2:

It's really great. It's so nice when you see that, yeah, yeah, yeah. We also wanted to talk about one of my favorite clients who's become such a dear friend, giovanna, and she is the founder of Art, experienced in as a, as a addition to a party or a celebration, a wedding even, but then also does it for corporate events and she has a really exciting thing coming soon with a selfie booth that she's doing. But she's an amazing artist and she but we always knew that and she knew this her mission was so much bigger than just bringing, being like coming to a wedding and painting the wedding she's not just a vendor.

Speaker 2:

no, she's like giving them this, like experience of where that they are getting to see themselves and like their beauty in the art and it's so incredible and she has. She is just like an amazing hustler, like, like she has made so many, like she got to paint a former first lady in person Like she's, and she's only had her business for a year and a half to two years.

Speaker 2:

So it's been really incredible. But she's also a mom and she's also a full time employee at a job as well, so she's building this big business while being an employee, while being a mom, and she didn't. She wasn't like a huge fan of social media when she first came to us, but I was able to really see that this wasn't just a vendor going to an event Like. She was somebody who had a vision for really impacting women beyond just giving them like a token at a party or an event to leave with. She really wanted to build this brand that was going to empower them to go after their dreams, to add creativity into their lives.

Speaker 2:

That's what makes us a little bit different, too, because you can go to a social media manager and say I need these posts created, but what we did instead is with our retainer package, she, we, I coach her once a month too, and we get to talk about all the really envisioning her brand and where it's going and then infusing that into the content, and it's been incredible to watch her grow and see how her visibility is.

Speaker 2:

Just we're able to simplify it for her. So even when she's okay doing videos, but like she really wants me to tell her, give her like some kind of instruction and stuff, and then once I do, she runs with it. So it's like awesome to be able to. She's now in our good friend julie costa's program anchored where she's going to be learning about hypnosis and nlp. So because we really form these relationships, we can now I can see the direction of what she's going to infuse into her brand and say, hey, these are some good things. To start showing up in your visibility and consistency around, showing people how you are utilizing hypnosis or how you're balancing like making dinner and stuff for your family, then going to class while you have, because that relatability really builds, really keeps you top of mind for people as well.

Speaker 1:

She's just incredible, and so is Candice, and I've loved getting to know them and their brands, yeah, and I think something that's really fun when you're working with one of us, we'll often identify oh, this is a great time for you to meet Meg or.

Speaker 1:

I remember that at one point last year Giovanna hired me just for a strategy session to really look with another set of eyes at her offer suite and specifically how she could be getting in front of more corporate events. And it was just so fun because I was able to get briefed by you and then hop on a call with her and really add value. That's so different, like you said, from just hiring a social media manager that doesn't have other resources in-house, right and so being able to work with you and then ping in and if she needed copywriting, and it's just really cool to see everything that she's growing. And I think those are two specific examples and people that we're really seeing showing up, doing the work, putting themselves out there and it's really paying off and helping them to grow a business. And that is the reality of modern marketing. Like so many of us are good at what we do and realize we need to also become content creators and writers, like I was explaining to one of my neighbors the other day. She was like what is it that you do? Like, when you have a work day, what do you spend most of your time doing? And I was like talking and writing. Like talking to clients, talking to collaborators and so much writing, writing content, writing emails, writing blogs, and so when you're thinking as a business owner, oh, I want to start my own business and I'll have more flexibility, and maybe marketing wasn't your background or maybe you didn't expect how much writing needs to go in, because if you think about 20 plus exposures of conversion, it can feel crippling to think about that, but it's, over time, right, and introducing and allowing someone to evolve in their understanding of what you do and their connection to how you could solve a problem for them and I think this is really where we teach in our intuitive marketing framework and we have that workshop inside of our community is really helping people to think about marketing as an ecosystem.

Speaker 1:

So, let's say, someone is on your email list and so they're getting however many emails a month from you there, and then maybe they're following you on Instagram and then maybe they show up to a networking event and your name is brought up and then they bump into you at the grocery store and it doesn't have to all be compressed and pressurized to be just one way that people are learning about your offers. I think that's where, if it feels like you have to create 20 highly converting sales posts. That can feel super overwhelming, overwhelming. But if you think about, oh, I'm doing these, even three activities, maybe you have a podcast, instagram and an email list and between over the course of two, three months, they're going to have 20 touches with you if someone's like engaged and following and interacting, and maybe then they see you at the grocery store, right, right, that's when things start to really get that tipping point. There's that great book. Was it someone?

Speaker 2:

Oh yeah.

Speaker 1:

Yeah, malcolm, yeah, you get that momentum where someone's now sharing your stories to their stories. They have a different audience, people are following and so if you can really be in that trust that saying what you are meant to say, serving who you are meant to serve and creating that ecosystem and deciding what your consistency is, that can be sustainable. Maybe you don't have a team like Gary Vanderchuk has something like 55 employees or something content. You don't have to do that. But choosing what your consistency is and trusting that over time, the right people will have those 20 touches. But it just doesn't happen if you disappear for three months. That's the hard thing as an intuitive entrepreneur, as women who are juggling a lot, to not just be like oh I fell off track, so now I'm just going to not start over for three months.

Speaker 2:

And it's okay to just jump back in too, like you don't have to make some big fancy announcement, or you can just make the intention I am going to be more visible and that's okay and then just start like no one needs an explanation.

Speaker 2:

But I think there is a reality to the fact of there can feel like a struggle as a female founder who is balancing many other things. There are people in our community who have full-time jobs, who have children, who have neurodivergent children, who have all of these things right, and we have this. There's this expectation that we put on ourselves that we have to be on social media all the time to be visible. Like that is not necessarily what visibility and consistency is. So I have a friend, caitlin Carlson, who owns Theory Financial Planning and she doesn't show up on social media because her clientele is clientele who they are taking, they're making their business decisions from like referrals, so that's like some that's where a lot of the or being featured on podcasts. So she understands that her marketing ecosystem is going to be filled with a lot more of that than showing up on social media.

Speaker 2:

So a lot of people sit in front of me and they're like okay, I'm not consistent. Why are you saying you're not consistent Just because you're not on Instagram every day? Let's look at that. So we have a lot of self-talk and guilt that if we're not being visible or consistent in the quote unquote typical ways, that we're not doing it right, and that's not necessarily true.

Speaker 2:

So it's looking at where you might've made a connection at your library because you told somebody you had a community, or where there's other ways to be consistent without always being on social media or emailing your people, and also those things are going to help too. So I think it does take again coming back, like we talked in our last episode about reprogramming. It does take again coming back, like we talked in our last episode about reprogramming, what does consistently, what would a good level of consistency feel like to you? And then schedule your week from there, right? So making a plan to show up on your stories and Instagram three times in the week feels consistent to you, whatever that might be, setting a goal and working backwards from there, you will feel a lot more successful. Quote-unquote successful like you can check something off the list if you have some kind of framework for which you're working under?

Speaker 1:

yeah, I totally agree with that and using systems to stay visible, like you're just talking about scheduling tools or you and I both work really well with little like checklists of. Just on a note on our phone. We recently went through an exercise of maybe creating like a social media spreadsheet so we could have someone on our team repurposing and we both just looked at it. We're like we're never going to stick to that. I will never open this.

Speaker 1:

But a note on my phone, I can do that. Yes, exactly. So figuring out systems that will help help you and not feel like a project, like you're going to feel dumb, opening it up or staying consistent with it.

Speaker 2:

Yeah, and along with that, like batch content. Batching your content like when you do have a slow week or when you are going to get your hair done, and taking a lot of videos so that you feel good in that video and just like having it on your phone so that you can reduce the stress during more busy times and you can still stay visible. I had this thing in my head that I could only use video if I had taken it that day, and when I let that go, it made it so much easier to say, oh wait, I have this video from three months ago. I can just use this, put some text on it and still show up. Another fun thing that you and I both did was use ChatGPT to help us take some of our writing and create quotes from it and then put that into Canva, and I did that and I've been getting some really good engagement on that. So it's a way to stay visible without feeling like you have to do a really heavy lift. Content creation.

Speaker 1:

Yeah, and for me, sometimes I just need to honor that I need to step away. Yes, and for me, sometimes I just need to honor that I need to step away. Yes, I want to be consistent and I'm also a human being, and so honoring that downtime as a reset, really viewing rest as productive when it needs to happen. It's not a failure whether it's not going to be good content if that day I'm like let me just scramble something out while my son is throwing up. No, so honoring when there needs to be some downtime and just not seeing it as a failure, stepping back in as soon as you can and hopefully, planning for the future better.

Speaker 2:

And just realizing that not as many people notice as we really think they're not waiting for us necessarily to come back, even though it feels like that, just show up again, like it's okay. Like even if you're out for a whole week because of the flu or a whole season of it's okay to just open up your email, type an email out to people and show back up. And I think it's that flexing that muscle too, around that consistency of just okay, on Mondays I write email, so today is Monday. I'm going to start that. I'm going to flex the muscle and it becomes habit again.

Speaker 1:

Yeah, and then also looking at how you can repurpose with intention. In our next episode, we're going to talk more about AI and how you can really take one piece of content, or one even concept or idea, and turn it into different things, like social media posts and a blog and an email, instead of recreating the wheel each time, like you don't have to be as creative as you think you do in order to create as much content as you probably desire to for your business.

Speaker 2:

Yeah, I'm going to tell you an Instagram repurposing tool really quickly. That's going a little bit viral right now, but it will be timely still. You'll be able to use it. But if you have the trial reels option on your Instagram, go back and look at your reels that have done well, either have brought in followers or have gotten a lot of views. Download them without the. So download them. Then, remove the watermark from Instagram and re-upload them as trial reels, and that will be a great way to start bringing in some new followers. Some people who are doing it are getting a lot of followers. I've been playing with it and I've been getting. I got probably five followers or something, but it feels like a very it's like a two minute task that feels like, oh, I can get visible to a new audience in a really like low lift way.

Speaker 1:

Yeah, and does it go back onto your feed then?

Speaker 2:

It does not. You can choose if it does.

Speaker 1:

Oh, interesting, yeah, Interesting, ok, yeah, I love that.

Speaker 2:

Yeah, and last but not least, really reframing the guilt that we put on ourselves of the inconsistency and, like the self, the negative self-talk that we have around I haven't been consistent, I haven't been consistent, just like show showing yourself grace and showing your audience your humanity, and bringing this forward to them sometimes is another great way to really relate to them and show them like the human side of your business. People understand when you're in a season of like, over a season of sickness, whatever it might be. People understand that and they really connect with that. And so many people have felt inconsistent too. So they get it. And magnetic marketing comes from that authenticity. It doesn't come from perfection. You become more magnetic when you can really relate to your people on that level. That's so true.

Speaker 2:

So we hope that this was helpful for you and we have some actionable items for you. One practical task is for you to take, after you listen to this podcast, maybe take out your journal or your computer and really identify one system or tool that you can implement this week to support your consistency. So a scheduling software, a content calendar, if you are part of the intuitive business community. We just did a workshop called in selling on your stories and it's in our classroom section and there are some great examples of content calendars so that you can become more consistent in your social media. I love, on Sundays, just sitting with ChatGPT and Canva and putting in the topic that I really wanna like touch upon that week and then laying out what I'm gonna do for my content and then spend some time journaling around.

Speaker 2:

Reflect on your marketing rhythm Are you trying to do too much or maybe not enough? What feels sustainable for you? I think that we don't spend that time to sit and say, well, it actually is good, what's going to get me those 20 touch points and how can I work backwards to outline that? Because the mental weight of showing up so much is so heavy that sometimes we don't even realize. Okay, if I created a plan here, it actually will feel a lot easier and it's not as hard as I was making it out to be.

Speaker 1:

Yeah, I love that and, as always as we wrap up this conversation, we hope that you found this episode of the Intuitive Marketing Podcast as inspiration to help you bring the magic back into your own marketing and get some new ideas of what's working for us and even our clients. From today's conversation. Our goal is for this podcast to be a compass in the chaos. We know you get bombarded with information options and conflicting ideas out there on the internet streets. We hope you tune into the next episode, where we are going to be sharing about how and why we are leveraging AI in our business more and more and some of the practical and even ethical considerations of using technology in your business to make things easier to run. So if you've been dabbling in AI, want to be dabbling in AI, you're going to get some behind the scenes of what we're doing and why. So we'll see you in the next conversation. It's going to be a good one.