We love when our community asks us questions. Members of the KRose Marketing group are super engaged and bring a lot of valid, useful questions to the table. We wanted to put some of the most asked questions in one spot for your convenience.
What does a valuable opt-in (freebie) do for my business?
Utilizing a valuable opt-in allows you to turn followers into paying customers by getting them off Instagram, Facebook, or Pinterest and giving them a second touch point of contact. Opt-ins give you security by getting people on your email list in case social media were ever to disappear. We are renting our spot on social media; we do not own those followers. When we can get followers off of social media and onto our email list, it takes your relationship to the next level. The know, like, and trust factor is stronger, but also they now are on the email list that I own. A valuable opt-in offers a solution to a pain point of your ideal customer. It allows them to go from follower to being on your email list, which improves the relationship you have, and makes it more likely they will become an ideal customer.
What does a valuable freebie look like?
This answer is really specific to you and your business. Valuable freebies should have actionable items that your ideal customer can do in the next 30 minutes to move their business forward. The biggest hangup I see is that most business owners use too wide of a range on their ideal customer. Instead of envisioning one person walking into a room, they are either looking at who they’re currently serving or they’re looking at a crowd of people. To make a valuable opt-in, you need to envision one person walking into the room. This is the person who your products/services are best suited for, who may not be the person you are working with today. So who are your products best suited for? The reason we narrow that down so specifically — by age, gender, income, family life, hobbies, etc. — is because what you provide in value to a single mom who is 40 and makes $40K a year is vastly different from what you’d supply a recent college graduate in their early 20s who is recently married with no kids and makes $100K a year. A valuable freebie needs to be something actionable you can give your customer that solves an immediate pain point, something that is keeping them up at night. If you don’t have your ideal customer nailed down, it’s very hard to give a valuable freebie to them. One of our most popular opt-ins is the monthly success guide.
How do service-based businesses grow when the service you provide relies specifically on you?
I’m a big believer that we can no longer only trade hours for time. When you’re in a service based industry, you have to outsource. You might not outsource the thing only you can do, but there are a lot of things that someone else can do for you. Someone else can answer the phone, send emails, or post on social media. Someone else can package your product, proofread your product, ask for testimonials, all of these things. If someone else can’t do those, if you’re running all the aspects of your business, someone else can clean your house, do your laundry, cook your meals, watch your kids. It’s very tough to get ahead and to have a booming, successful business when you’re simply trying to trade hours for time. What I encourage my customers to do is to look into affiliate income — income that works while they sleep. Share products you love and get an income from that or join a tribe that helps generate an income. Think about the “one to many method.” How can you change your protocol from one to many? Finally, I recommend doubling your prices. If you feel like you’re running out of time in the day, your prices are certainly not high enough.
How personal should I get with my business social media to show ‘behind the scenes’?
I say this is the comfort level question. How comfortable are you showing the behind the scenes? I want to remind you is the more your customers know, like, and trust you, the more they see your flaws, the better your business will be. I don’t mean you need to go online tomorrow and post every flaw you have for the world. I don’t recommend that, but your audience wants to know you’re human and you don’t have it all together because that is relatable. Perfection is not obtainable or relatable. When you can show your followers the human side of your business, they will love it. It also allows them to know your “Why.” Why are you doing what you’re doing? If they believe in your “Why” they are going to buy in to your service or product ten times quicker.
How much should I price my product/service?
I can almost guarantee your price is too low. I would like you to double your price tomorrow and see what happens. I discourage you from comparing your prices to your competitors because everyone’s life is very different. I want you to take the hours in the month you want to work. If you want to work 4 days a week and you want to put in 8 hours a day, that is 32 hours a week, and 128 hours in the month. If you want to get paid $55/an hour you can’t just stop there. Now you need to find out the overhead costs — do you have an office? Do you use printer ink? Do you use Active Campaign? Do you have LeadPages? Do you have a designer? Do you use fuel to get to the meetings? Then you have to think about everybody on your team who is going to be interacting with this project. Do you have an onboarding meeting? Do you have a bidding process? Do you have In person meetings? Do you have someone who is reaching out about testimonials? Do you have someone who is going to proofread the work? You need to add up all those hours and calculate in all the fixed-cost expenses for running your business. Figure out how much that all costs per hour in your ideal month. Then you need to add on a profit – 10, 20, 30 percent profit margin. Lastly, you need to add on things you’re not thinking about today. Are you traveling to meet with them? Do you have to stay overnight in a hotel? Add that up. That’s how you price your product and service.
The biggest mistake I see small business owners make is pricing their product at what they want to make in their pocket at the end of the day. But what they forget about is the email service, website, time, bidding process, meetings, the email asking for a testimonial, the design program they’re using. You’ll never be able to scale your business the way you want to because you’ll always be playing catch up. Talent and demand also plays a role in pricing. Your prices are not high enough if you have higher than a 50 percent success rate on your bids. If you get more than 50% of the bids you sent out, you need to raise your prices.
What’s the difference between a Facebook page vs Facebook group?
A Facebook group is more intimate than a Facebook page, but you should start out with a page first. Groups allow you to cultivate more community and welcome new members. We like to see it as the next level. Our page is the first level — let’s get to know KRose — and our KRose Marketing Group is the next level. The beautiful part about a Facebook business page is that you can run Facebook ads. I think every business owner should utilize Facebook ads. You can reach people who are not already following your page. If you have a group, I recommend your group be private because you want to open the doors for people to ask tough questions, and if it’s public, they won’t. On the other hand, in a private group, you’re not reaching new customers, but just preaching to the choir. As a business, it’s really important we are growing. The nice thing about Facebook pages is that you can reach new customers, run ads, and it gives you more scheduling options. I highly recommend every business owner have a Facebook business page. I know Facebook has been cracking down even more than normal on people who are selling on their personal page. If you’re going to have a group, you should post in it frequently. It’s a lot more work than most people realize or are prepared for. It doesn’t do you any good if you just have a Facebook group but aren’t cultivating that community by asking questions and reaching out. Invest time in a page first, then move onto creating a group.
Small business owners are constantly making choices in their journey. It’s inevitable along the way you will make some mistakes. I’ve made plenty and I see other people making preventable mistakes on a regular basis. As we roll out KRose Small Business Accelerator, I wanted to talk about three of the mistakes I see small business owners make so you can avoid them.
I hear and see this a lot in my journey. I’m guilty of it all the time. It’s so easy with social media to compare our start with someone who has been in business for a long time. The real you is not an accident. Where you’re at, what you’re doing is on purpose and there is a plan for you in your journey. If you get caught up in the comparison game, you’re never going to be satisfied. You’ll always be disappointed. I want to let you know it’s completely OK to unfollow someone on Instagram, unfriend someone on Facebook or unsubscribe from an email list if it is causing you internal doubt. I struggle with this too. I’ll see people on social media and ask myself why am I not at that point? Why is my business not making that kind of money? Why do I not have the same time freedom as them? But then I’ll find out they started their business 12 years ago and I have to remember I’m only 3 years in, I shouldn’t be at the same level they’re at. They’ve been hustling for 12 years. I want to remind you comparison is the thief of joy. If you struggle with comparison it will really hinder your business. If you find yourself comparing I give you permission to unfriend, unfollow, unsubscribe.
They use bad social media practices
Cold messaging. I don’t know why this is still a common practice. If you send someone a message and you haven’t talked to them in years, they’re not going to want to purchase from you. It is so important to stay up-to-date on social media practices. If you feel slimy doing it, don’t do it. People will purchase from you because they like you and want to do business with you. I’m not sure if you’re overwhelmed with social media, but it can be very overwhelming. I’m blessed with an incredible, expanding team. (You will see in June we are getting some new team members!) But I still spend 10-15 hours a week learning social media practices. The Instagram game just changed. If you’re on Instagram and haven’t joined Acceleration Nation, I highly recommend it. I’ve been studying Instagram’s evolvement this week and we’re going to completely change our plan for June.
They stop educating themselves
I listen to about 3-4 hours of podcasts 7 days a week and watch probably 2 webinars a week. If you’re going to be a small business owner in this changing world you either have to do what I do and spend hours watching webinars, listening to podcasts, and reading books. Or you can find someone you trust to listen to their research of the changes. You need to be up to date. Find someone who is teaching and can educate you. If you don’t have time because you are working a 9-5 and hustling your business in your free time, it’s OK! If you’re thinking, “3-4 podcasts a day? I don’t have time for that.” That’s OK! But find somebody who is doing those things and listen to them.
It is my mission to help small business owners succeed. Part of reaching success is overcoming avoiding the pitfalls that might slow you down along the way. Remember to sign up for our brand new membership website KRose Small Business Accelerator and become part of the Acceleration Nation!
Are you working tirelessly on your marketing strategy and not seeing the results you want? Let me tell you, you are not alone. I’ve definitely been there. Fortunately, over the course of running my business, I have learned some of the reasons marketing efforts don’t work the way you want them to. Here are my words of advice on how to fix your marketing strategy and see real results.
Post more frequently
Customers come to me often explaining they are posting on social media all the time, but still not getting traction. You might be posting products for sale on Facebook and Instagram multiple times a day. You might even feel like you are posting too much. If you feel this way, I want to reassure you that you most likely are not posting enough. The reason you think you are over posting is because you look at your own business’s Instagram and Facebook pages all the time and you think everybody is doing the same, seeing every single post you make. Think about how many people like your Facebook page. We’ll hypothetically say it’s 5,000 people. Only a small percentage, perhaps 500, actually see every post, and they are likely making an effort to do so. Studies have shown that someone has to see your posts 20 times or more before they are willing to purchase anything. So if only 500 out of 5,000 people see your posts and it takes a customer 20 times before they pull the trigger, how many times do you actually need to post about something in order to get traction? The answer is: a lot. Yes, you are going to repel some people. But these are not your ideal customers and that is a very important detail to remember. Your ideal customer wants to see what you are posting. So don’t be afraid to scare some people off, because you’ll be attracting your ideal customer in the same process.
KRose customers still come to me asking, “Do you have any free workshops or webinars coming up?” I feel like I constantly post about these. Even “lifers” of mine don’t always know all that KRose Marketing and Consulting has to offer. They might see some posts, open emails and check out our website, but they still don’t know when I will be hosting my next live training. I can’t be afraid to post about free workshops and webinars multiple times because out of the 20 times I post about it, only a few people are seeing and processing this information. They are scrolling through their feeds and might skim some of our posts or miss them completely. Even if they have seen and processed the information, a few reminders never hurt. It’s perfectly fine, in fact it’s necessary to post many times about your products and services.
Ask for testimonials
Now that you understand you are not over posting, and are likely under posting, it doesn’t mean you can just randomly post without any thought process or strategy. Static Facebook and Instagram pages are not enough to draw in paying customers. You need testimonials. We use testimonials on both the KRose Marketing Website, on our Facebook page and on Instagram. I can talk about my services from sunrise to sunset, but it is so much better when one of my customers can say something like, “Karoline has changed my business for the better. Working with the KRose team has helped my marketing because of X, Y and Z.”
If you are working with a new product, have a new store, or are just starting your business, you might be wondering how you are going to obtain these testimonials in the first place. You can’t expect people to spontaneously write a testimonial for you. Reach out to friends who have worked with you, or give out free trial samples of your product to testers and ask them to write you a testimonial in return.
Use email marketing efficiently
We’ve talked a lot about this before, but many of you don’t know where to start and/or you aren’t consistently sending emails. There are two types of email marketing we use at KRose. We do what is called a five email series, which I’ll talk more about at the end of the month in our free email sales funnel group that was offered to those who participated in the 21 day challenge. Anytime someone opts in to something of ours, we warm them up with five emails. We also use static campaigns. If you are on the KRose Marketing email list, you get an email every Tuesday and Thursday, consistently every week. Even if you aren’t opening and reading those emails, you still see my name in your inbox twice a week, which is priceless. It creates brand recognition. You know who I am because you see those emails.
It is awesome to know, like and trust someone online. When people want to invest money with you, it is great if you can work with influencers in person. I recommend finding people in your zone of genius and get in-person with them. For example, I’m going to be a speaker at YALP, which is the Young Ag Leadership Conference in Montana. This is a great opportunity for us to “belly up” to some of the ag leaders in Montana and it’s ideal for my area of expertise. I know agriculture, leadership and marketing in agriculture. Being in person and answering questions will allow attendees to grow to know, like and trust me because I’m there at the event. But this opportunity didn’t just fall into my lap. We had to work to get me there. Don’t wait for these types of opportunities to find you. Seek them out because bellying up and getting in-person is crucial for success.
I highly recommend Facebook ads, but with a disclaimer. Don’t try to drive cold traffic (people who have never heard of you) to your business and ask them to buy a high price point product from you. From a marketing standpoint, this doesn’t make sense and is an impractical method to use. You need to warm people up. First, get people on your email list and give them something free. Instead of trying to attract people who don’t know you to buy $200-400 products/services, try to introduce yourself and what you have to offer. Provide useful information before you try to sell. Then, when you do present your services and products, it is much easier for a person to want to invest money in you.
Find what works and stick to it
I run into this issue with small business owners and entrepreneurs in general – me included. We come up with hundreds of ideas a day. Sometimes I’ll wake up with a great new idea for starting a new business or offering a new service. If you have the small business owner and entrepreneur mind like me, we’re probably in the same boat. Ideas flood to you all the time, which is great. It makes you unique and creative. But we can’t do a million things at once, even if all of the million ideas are golden, it’s impossible to accomplish them all. Find what works best for you and stick to it. You can’t start small fires all over and keep them constantly burning. Start a big bonfire, instead, and keep stoking it. Hone in on your area of genius and work at perfecting and improving it.
If you are desperate to make money, you are not going to make money. I understand there are bills to pay. As a business owner, I write payroll checks every month. I understand the urge and the pressure to make money. But if you are only doing something to make money, you need to find an alternative route. People can see desperation. Your customers can tell if you are only in your business to make money. Signs of this include continually posting what you have for sale instead of giving or asking for feedback on social media. You might get upset and offended when “competitors” pop up in the market place. In reality, there is room for everyone. If you are in a desperate need of income, take a step back and ask what you are passionate about that can still help you make a living without being desperate. I talk about how you can live where you want and work for yourself on the Off-Farm Income Podcast. Income is a necessity, I get it. There are families to feed, but if you appear in despair, people want to look away. It makes them uncomfortable. If you go into an interview absolutely desperate for a job, you are going to interview differently than if you are not desperate. When you are marketing your products, do so like you are meant to be there with 100 percent confidence because that reflects in how your business operates. Running a business requires investment physically, mentally and financially. We know one of the most stressful parts of running a business is deciding what to invest in and with which companies. Check out Our Favorite Tools we can’t live without. We want to make this process as easy on you as possible. We believe in you and want to help you succeed. Join our KRose Marketing community on Facebook where we come together to share our questions, provide answers, insight and tips, while supporting each other on our entrepreneurial journeys.
I am passionate about helping small business owners take their business to the next level. Today, I’m going to walk you through some steps to get started with email marketing. We often talk about what an email list is and why you need one, but I want to walk you through the actual process.
When we create email lists, we need to have an opt-in, which is an action we want people to take to join your list. They need to physically signup for your email list. It’s illegal for you to take emails from customers who are interacting with you on a personal or business list and hand enter them into your email list. You actually have to provide a place for them to fill in their own email address and sign up themselves.
Now let’s discuss the basics. Let’s pretend you have absolutely no email contacts and you’re starting at the very bottom.
Pick an email list server that you want to use. We currently recommend two different programs, Active Campaign is what we personally use. There are many other options out there, so if you use a different option that’s perfectly okay. These are just the two we recommend. Once you have chosen your server and created an account, design a place for your followers to opt-in. You can place the opt-in on your Facebook business page or on your website (we recommend both).
Now the tough part. Most people don’t love to just give you their email addresses. I wake up in the morning with 50 or 60 new emails. It’s crazy how many places I’ve opted into emails for. When you place an opt-in on your Facebook page or your website, you’re going to gather a few emails, but it might not be as many emails as you’d like. What you need to do is create something that you can exchange for someone’s email address. We call this a lead magnet or freemium. Give something away to your customers in exchange for that email address. If you can’t think of any opt-in ideas, hop over to the KRose Marketing Group and ask me for ideas. We can even create a poll and ask your customers what they would find value in. The best way to start is with a downloadable PDF. We can create a downloadable PDF that your customers can get in exchange for your email address.
In order utilize an opt-in, you have to have a landing page. We use Leadpages to give away our free information in exchange for email addresses. An opt-in page can also be created on most websites. For example, let’s say you have a freebie for “5 Ways to Hydrate After the Gym,” you need a lead page for people to fill out their information to receive the downloadable PDF. All of this is automated, so figure out your system, set it up and let it do the rest of the work.
Once you have one free giveaway and your email system, you should start to collect emails quickly. You want to be able to reach your customers. If they sign up on your website instead of through a download, we recommend having a welcome email. Keep it simple and simply say, “Welcome to my email list, thanks for voluntarily signing up.” Let them know what you’re all about, who you are, the best way to contact you and what they’ll get out of your email list.
The beauty of an email list is the people on it are also on your team and they trust you. It doesn’t matter if you send one email per month or one email per day, just remain consistent.
You absolutely need to have an opt-in opportunity on your Facebook page and website that automatically goes to an email system. It’s so important to create something of value that you can give your customers in exchange for their email address. Now it’s time to start writing emails.
If you are feeling overwhelmed, that’s OK. Email marketing is a completely different type of marketing. It’s not like social media because you are only reaching the people who are interested in what you have to say. The people on your email list are the people that want to know what you’re saying.
You’ve heard me harp over and over about how you need an email list. If social media disappeared today, how would you continue to connect with your customers? Emails are the best way to connect with your dream client once you have that dream client nailed down to a tee.
Facebook and email can work together and build your following even more.
Your dream clients are those who have gladly raised their hands and said, “I want to hear from you, I want to know what you have going on within your business.” How do we find those people though? It’s actually quite simple. If you have a website, install Facebook Pixel to your website. These tiny little pieces of code will follow potential clients around your website and see where they are going and track what they are viewing most.
Facebook will be tracking these potential customers or clients and keeping the data for you. By recording this data, you will know who is viewing your website and what they are looking for. On every Facebook newsfeed the second post is an ad by a company or product you likely recently viewed. How? They’re using Facebook pixels. This helps you target people for your Facebook ads, take those ads to direct your client straight to your email opt-in to grow your email list. Create an ad with a call-to-action, asking your ideal client or customer to subscribe to something you know they just can’t live without. Provide value to them and they’ll be checking your social media platforms and their emails daily waiting on more valuable content from you. Give, give, give, then sell!
It might sound complicated, but it’s actually super easy to embed a Facebook Pixel on onto your website and will save you so much hassle when developing your Facebook ads and email list.
While posting good content and following Facebook algorithms is very important, Facebook itself loves ads and will make sure your followers see it. You can even share an ad for a small amount of money — even $1 a day or less.
Take advantage of the social media’s great uses and grow that crucial email list. Your dream client is out there waiting on you.
Do you ever feel like no one is listening to what you have to say? Does it feel like you’re constantly behind the social media trends, that the Facebook algorithm is changing faster than you can keep up with and Instagram hashtags are going out of style before you even find out they were popular? If you’re feeling any of these frustrations, I’ll let you in on an important little secret (that’s actually not a secret at all and I talk about it all the time).
You need to build an email list ASAP.
Start collecting the email addresses of people who want to hear from you. The great thing about an email list is that you don’t have to feel like you’re yelling at people who aren’t listening, these people want to hear from you. They are your fans, they believe in you, they love supporting you, they want to know you.
Facebook changes its policies all the time. We use it as a tool for community and often times, I think we take social media for granted. I asked about it in my free marketing group(if you’re not in it, please join us!), if Facebook, Instagram and Pinterest disappeared tonight, would you spend all the time rebuilding the social media following you had? I honestly don’t think I would. But, how would you reach your customers if you couldn’t use social media?
We don’t own Facebook and we’re not in control of it or any other social media platform.
You might wonder what you should be writing about to this list I’m telling you to build. First, avoid over-selling. If your customers like you enough to stay on your mailing list, they’ve got a pretty good idea of what you have to sell. When you’ve got a new product or a special deal going on, feel free to share than information IN ADDITION to other useful information. You should be giving out as much knowledge as you can.
If you’re a rancher you might talk about the market, nutrition, EPDs, upcoming genetics. If you’re a photographer you might talk about how to dress for a photoshoot or what you can expect from a particular shoot.
I don’t care what type of business you’re in, whether it’s an MLM, a side hustle, a main hustle, agriculture, a service-based business or a product-based business, etc. Every business needs to take advantage of email lists.
You need to build your email list the right way, which means through opt-ins. You can’t just go through your email inbox and add contacts you’ve personally communicated with before. You have to create some type of signup form/document you can share in emails, on your website, and on social media. Use calls-to-action to ask people to join. Remind them to join, too. Don’t worry about being too repetitive. Most people are not paying close enough attention. You have to tell people the same thing a few times before it actually clicks.
We can’t count on our favorite social media platforms being here forever. You need a way to contact our customers, a way to directly reach them so you’re not shouting into blank space. You are talented and people need what you have to offer, so reach out and start connecting with the people who want to hear what you have to say.
If this blog helps you move your business forward, please share it on Facebook so that we can also help your friends. If you haven’t already, please come join us in our marketing community on Facebook.We want to provide value to you and your business and help you connect with other business owners to provide support, encouragement and give advice!
If you need help determining which email marketing platform is best suited for your needs feel free to ask in our Facebook Group.
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