Energy Out | Where Your Marketing Is Actually Breaking Down

This is part two of my Marketing Equation series.

In part one, we looked at energy in, the foundations underneath your marketing, like your rest, boundaries, focus, and overall capacity.

In this episode, we’re looking at energy out.

This is the actual marketing you’re putting into the world.

I break down the three core areas I believe every business needs:

• PR and visibility
• Social media and content
• Email marketing and nurturing

Most business owners put all of their energy into one area (usually social media) and wonder why things still feel inconsistent.

But if you’re not bringing new people in, building trust, and nurturing them over time, there will always be gaps.

In this episode, I’ll help you look at where your energy is going, what might be missing, and how to build a much more balanced and sustainable marketing system.

Because marketing doesn’t need to be more complicated.

It just needs to make sense.

If you want support with your marketing from a real person (not AI), you can find me here:

Instagram: https://instagram.com/gemmacliftonmarketing

Join the waitlist for The Collective (opening soon): https://gemmaclifton.com/marketing-collective-wait-6630

Transcript

SPEAKER_00 0:01

Hello, so I did my episode the other day about energy in and that was like a part one of like my marketing equation which is marketing equals energy, energy in equals energy out. I try to make it like as basic bit as possible, but basically your energy in is like how are you laying the foundations for you to set yourself up for success. Often what I find is that I'm working with people and they're building and trying to create marketing from a state of stress, they're they don't know what they're doing, they're over overrun with just stuff going on. Like a bling under the surface is like high or low-level anxiety and stress and everything like that. Like they they're not functioning from like a clear, calm space. So when we try and add in marketing to that, that comes through. It is this panicky, like quick, let's get a sail out, let's do this. Like it doesn't ever feel cohesive or or like it doesn't ever feel like it's gonna flow naturally, it all feels very like forced. And marketing always works so much better when we are coming from a space of being proactive rather than reactive, and when we are in this malnourished state of when I say malnourished, I'm not meaning we don't eat a lot of food, but like we are not looking after ourselves, we're not fueling our body well, we are not uh looking after the things that like what we're consuming in terms of like content online, in terms of in terms of food, how hydrated we are, how wrestled we are, all of this. So when we are in this very like highly strung state, and we then try and create content, it is reactive, it's like shit. I need to do something, I haven't done anything so long, or shit, I need some sales in, or shit, I need this. Anyway, when we create from that space, it's not great. So, part one, go listen to it again. Um, it's all about energy in. So, what are we doing? That was a nice little short summary for you, and then today I want to talk about energy out, and that is basically the second part of the equation, which is our content, so it is our marketing. Like, what are we producing? So, this is gonna be more tactical and strategic, it's gonna be more about what are we actually producing in order to get our dream clients messaging us constantly and getting and buying from us and just being available. So, there are a few like I'm again. I feel like I could just talk about this for bloody hours, but I'm just gonna try and keep this really basic because anything that you're thinking actually this makes more sense, we can then delve into in another episode. So, obviously, strategic marketing is long term, you have a plan, you have it's strategic in the word, and yes, please in the word. When we talk about marketing tactics or tactical marketing, that is more short term. So, those are going to be the actual things that we're doing on a short-term basis, not short term but like day-to-day, so we're not looking long term, it's like it's tactical rather than strategic, it's just quite confusing because tactical also sounds like it's a longer term thing, but it's not. So, we have our marketing tactics, which are things like social media, uh, we've got e-line marketing, we've got PR, we have got collaborations, there are so many things that you can actually be doing, but is trying to break down like what is the purpose of them, and the whole point of good strategic marketing is that everything things together, everything works together. Um, and the problem I find is a lot of people have put a lot of their eggs in one basket when it comes to marketing, is that they put everything into social media, like that's what they fully chuck everything into, and then are saying it doesn't work, and it's not the fact that it doesn't work, it's just that you've basically tried to pigeonhole yourself into one thing and say, like, why is this not working? And it's because not everybody is available in one place you want to share it. So I always get people to look at their marketing as a whole. So, where are we going to be meeting our audiences? So, we don't just want to focus on social media, we want to focus on email marketing as well. We want to try and be able to build a bigger presence with our PR. Everything sort of has this has a different focus, and that's what we need to work on. So let's we just start right at the very beginning. To get people interested in our funnel or to get people interested in us, when I say funnel, people don't like the word funnel, it's just it is a really nice, easy way to explain it. So, to get people interested and to get people like aware of what we're doing, we need to have some high visibility content, and this is what's gonna be like not your audience. So, if you're on social media, you've already got followers, okay? Those people already follow you, so they that is not like reaching a cold audience, they're already sort of like not even lukewarm, they're like tepid. So, we want to try if we want to try and reach brand new audiences, that's where we need to be doing things like PR, we need to be getting in front of people. This is where you'd also have advertising, but I would only at recommend advertising once you have worked on the basic principles of your marketing first. So making sure that we've got good email automations and making sure we've got good nurture sequences and systems, and our messaging is so dialed in that when we're paying on ads, it actually converts. So, this is where if we're gonna do it in a free sense, obviously, nothing is free because time is money and all of that, but we want to be looking at PR. So, where could we be making ourselves like look like an authority in our field? So that could be reaching out to publications, that could be doing radio talks, um, that could be doing guest experts, um, whether that's like blog writing, if doing talks in masterminds, so it's all about getting you out into brand new audiences, and I feel like this is something that a lot of us tend to miss because we skip down a step, okay? So if I was to be in a mastermind and then somebody has a guest expert that is about email marketing, I'm like, oh interesting. I would then probably go look at her social media. So this is the next step. Social media that's for when people sort of know you, they might follow you, they might see something you've done or follow you from that, or a friend might have shared something, so they could be that they don't really know you, but they know of you enough to sort of be in your world loosely. Again, people try and create content for social media that and put everything in that thinking that that's where they're gonna buy from, and generally, people don't tend to buy from social media. Obviously, there's always exceptions if you're gonna message me like oh my audience buys from social media, okay. That's fine, that's cool. But um, if you're listening to our marketing podcast, you probably need a bit more help. So I would always say social media is like the second step, so that's the second part where we've got a loose bit of visibility, and this is where we want to be developing more um an understanding of who we are, building that trust, and growing our audience essentially. So we want to get people from knowing about us in like a magazine or on a website, blog posts for etc., and then driving them somewhere. So, okay, they come into your ecosystem, which is social media, then we want them to consume content that they then think actually are gonna hang around, and then they go on to the next bit, which then would be my favorite email marketing, which is where you would get them to download a lead magnet, or you would get them to um attend a masterclass or something like that, and we then capture their email addresses. Email is so good because this is gonna be where people then start to get interested and start to buy. Okay, so this is where we want to really tighten up because I find a lot of people skip the PR bit, go straight to social media, and then skip the email bit, and they're like, Why is no one buying from me? We're creating all these content on socials that actually it's not really driving anything, and that is part of the problem. Email is a like supporting factor and will help people buy because you nurture them over time, it's longer form content, they've had to give over a piece of information, they haven't just hit like they or follow, they have had to give you something, and you've built that trust because you have delivered something for them, okay. Over time, we can start to nurture them, and then that is also trust building. So, we've then coupled that with our authority building, with PR, our social media, then our email marketing, it all starts to make sense a little bit, okay. So that's where if somebody's coming to me and they're like, My marketing needs help, I would always be like, right, let's look at your PR, your like wider visibility strategy, let's look at your social media plan, and then let's look at your email marketing strategy. Okay, and and then there's generally one of the gaps where people are generally missing, or they're putting too much of their content into one particular thing. Obviously, there's different channels and various things in within each section of those. So, like you can look at LinkedIn, you can look at TikTok, you can look at threads, you can look at Instagram, you can look at all, for example, just on social media. Then on PR, you can look at all these different avenues for PR. PML marketing, you can look at campaigns, you can look at automations and sequences. Yeah, there's so much, but generally, that's the broadest bit which I would always get people to have as a backbone to their marketing. Okay, so when we're talking about energy out, it is basically what what are we producing, and this is where we need to have our core messaging, our core topics, our core focus of our marketing. It needs to be coherent across all of those platforms because when it is, not only is it so much easier for you to produce, but it starts to make sense and builds up that brand consistency so much easier for your audience. So they come from PR to socials, and then they get emailed, you know, it just makes sense. Like some people have different plans and social media plans for their socials, and then they have different ones for their emails, and it all gets a bit messy. But we have everything in the same way, like doing the same thing in different places, talking about the same thing, it just makes so much more sense. So that's what I would I'd always encourage people to do. Um so, in terms of your energy out, there are so many other parts to this because you can talk about so many different areas of marketing, but this is what I generally would get people to focus on. It's like, okay, where are we getting people interested in us? Where are we building that trust? And then where are we offering and delivering value so people then are going to want to buy from us or find out more from us, okay? And it's that rotation of like, okay, where are we? Where are we getting people in? Where are we nurturing them? Where are we looking after them? Where are we showcasing our expertise and where are we actually converting? And when we talk about energy out, I want to see how much is wet. So this is where I want you to focus, do a bit of a mini audit, don't take a lot of time on this, don't dwell on it too much, don't think I'm gonna not do it. I just want you to be really, really quickly, about five minutes, like okay, what am I doing currently? What needs a bit more work? And then from that, you will be able to use that as leverage for when you're creating your marketing. You work on the basics of making sure your energy in is good, now you're making sure our energy out is even better, and then that's where it all starts to sing beautifully together. This is really simple, um a reasonable breakdown, and if it's too simple, then please do just say. And if you're wanting something more specific, then please just let me know, and then we can then create content from there, um and create podcasts and content from there. So I will obviously do more specific ones on social media because that's gonna be a huge that won't just be one in itself, the same for emails and the same for people. There are definitely things that we can focus on, but I want as a general overview is look at okay, what are we currently doing, what can we improve, and where are the gaps? Are the gaps getting people in? Are the gaps building trust? Are the gaps nurturing our audience? Where are they? And let's try and work on those. I hope that helps. And if you need any advice or you want me to look at your marketing, or you want to just have a chit chat about it, then please just get in touch. I'm at General Clifton Marketing on Instagram and generalclifton. Which I'm currently redoing, so that's very exciting. Anyway, that's lovely.