#1 – Build Mini Marketing Campaigns
Simple marketing funnels can help get you more potential leads. Focus on 4 key elements: (1) a well-targeted Facebook ad, (2) a landing page/ opt-in page, (3) a thank-you page, (4) a follow-up email sequence. (Lead Pages is a great way to get people into a mini funnel)
#2 – Showcase Your Work
When you offer your products or services and get a happy satisfied customer showcase their story or testimonial. It is a great way to gain awareness and collect leads for those who are looking for similar services/products in that same area. Simply run ads about the testimonial and target them to an audience within a specific zip code or codes. In doing so, you’re priming people to have you in mind for their birth needs and to contact you when they’re ready for additional information.
#3 – Choose a Niche and Dominated it
Set up a ‘Google My Business Page’ (Google Maps page) for the one niche that is most important to your business. Focus on a set of demographics that could set you apart in the market. For example, you might consider going after a particular niche such as VBAC, natural hospital birth, homebirth, teen mothers, etc. Ensure your Google reviews are from the same type of people that reflect that niche and build your website, or at least a portion of your website, on that premise.
#4 – Be Social
Whether or not you have a website, it’s an excellent idea to set up your Facebook Business Page – not only to start sharing high-value content but also to show your audience a more transparent side of the business (and highlight why they should work with you instead of your competitors).
Try posting video testimonials and reviews whenever possible. Younger generations (particularly millennials) seek social validation, so try to capture video testimonials and reviews of your clients’ experiences to solidify your culture in social media. It’s no secret that people love photos and videos.
#5 – Create Blog Posts with a Hyper-Local Focus
Create strong, evergreen content that is local and beneficial to newcomers. Take pictures when you are ‘out and about’ so you have a library of images to use in these blog post. This will help make the article more unique and engaging.
Try creating a specific page or article that is geared specifically towards people looking to give birth in one the neighborhoods you specialize in. For example, “Your Ultimate Guide to Natural Hospital Birth in Chicago, Illinois.”
#6 – Embrace Video
Once upon a time, creating video was both expensive and time-consuming, but that’s no longer the case. You can easily record high-quality video from your phone, publish, and track views, clicks, and engagement (depending on where you post it). Leverage video content to increase your visibility, position yourself as a thought leader, and capture leads by displaying a more transparent look into your services.
#7 – Add Text Animations to Your Videos on Social Media
Try to make your ads stand out on social media by adding text animations to your social media videos. There are many free apps that allow you to add this extra layer to your content and enable you to animate text over an image and post it to your social media outlets in seconds.
#8 – Create a Free Downloadable Resource (Lead Magnet)
Turn web traffic into leads by creating highly valuable free resources that your target clients would be interested in downloading in exchange for their email address. For example, you might put together a PDF report entitled “The Ultimate Guide To Natural Birth in Chicago,” or “The 5 Most Expensive Newborn Items You Don’t Need.” The bottom line is that this free resource will give massive value to your target clients and address the pain points they are facing.
Use this free resource as a “lead magnet” to get the name and email address of your target clients. From there you can continue to send them more valuable tips to their email via an autoresponder (automated email). Not only does this tactic build trust and credibility, it also positions you as an authority. From there, through your emails, you can get them to schedule an appointment with you where you can then turn them into your clients.
Check out of Free 7-Day Client Magnet & List Building Challenge
#9 – Follow Up with Your Leads (After They’ve Downloaded Your Free Offer)
After visitors have opted-in to receive that piece of content on your website or on Facebook, step 2 is setting up a video retargeting campaign. “Don’t be intimidated!” Follow up with another piece of information. This could be a class, video, or email series.
Your leads now have downloaded or read a piece of content that you’ve produced, they have seen an additional piece of your content– that’s 2 high-quality impressions and you have their contact information! Now we go in to get them to convert into a phone call or a web lead on your website. Through email marketing campaign and continued retargeting on Facebook, you should run conversion campaigns to get them to giving you a call or filling out a form to discuss their birth needs.
#10 – Get Your Message to Truly POP with Pop Culture Infographics
Television-show-themed infographics are a great way to drive traffic and leads to your landing page. First, identify a hyper-local Facebook group (this will be the audience for your content). Then, researching trending topics (such as popular television shows, artists, musicians, or news events) and create value-add infographics geared towards these audiences, that incorporate a pop culture theme. You then post this content to the group and drive traffic and leads to your landing page.
#11 – Focus on Becoming a Thought Leader in Your Local Market
Establish your credibility and gain awareness by being attentive to the questions potential clients have and taking a proactive approach to answering them. Always try to answer people’s questions as an expert and find ways to turn your answers into valuable content that you can quickly and easily repurpose. For example, if you notice clients have similar inquiries, capture them and turn them into blog articles and take the time to ensure every article is search engine optimized with essential keywords.
Pro tip: Remember to add a call to action at the end of your article or in the right margin so that if the article is of interest to the user, he or she can click and be referred to your landing page or contact form to generate the lead.
#12 – Actively Gather Social Proof & Be Your Own Champion
While it may be difficult, as a birth professional, your success relies on building relationships and showcasing your credibility to prospective clients. That means you need to tell people all the great things you are doing for your clients. Get a message from a client who loved working with you? Make sure you share that on your social media (with their permission, of course). It’s a fine line to not be overly confident, but you need to always make sure you’re promoting yourself and sharing your success stories.
#13 – Find Facebook Groups & Be a Source of Valuable Help & Insight
Facebook groups are filled with people looking to create and exchange information about specific topics. By providing them with quality information and an expert perspective, you’ll have a powerful way to drive traffic to your blog or website. Try joining a few groups related to your niche, then establish a reputation as a thought leader in the space (by providing expert insight and advice). Once you’ve done that and have successfully warmed up the audience, you can post a few links in the group.
Try to actively engage with members who respond to your post. When Facebook’s EdgeRank algorithm sees a high level of engagement, it considers the post “highly relevant” and will show the post to more members of the group.
# 14 – Know Your Audience
Know who your audience is and speak to them. Whether you are creating and running ads, posting on Facebook, or writing blog posts, understanding your audience is the key to reaching them. One of the primary difficulties is trying to be all things to all people, and it tends to be a message that passes by everyone without notice. People want to feel like you are speaking to them specifically. By knowing who your audience is for the particular message you want to send, you can get the leads you want to capture because it will resonate with the right audience.
# 15 – Write an eBook for sale on Amazon
Create a short, high-value eBook with tips for potential clients and publish it for sale on Amazon.com. Even if you’re not a professional writer or publisher, showcasing your eBook via Amazon’s KDP Select platform is free and relatively easy. Focus on identifying a frequent question your audience has and how you can answer that question (and solve their pain point). Include links to your primary website and social media accounts. If your eBook is well written, people will download it, especially if you offer it for free, and it’s a great way to advertise your business.
# 16 – Use Live Streaming & Stories
Facebook and Instagram both offer features that allow you to share live-streaming videos and short form videos (stories), which allow you to speak to followers in real-time and record interesting parts of your day. You could take your followers on an exclusive ‘behind the scenes’ insight of what you do.
This, in turn, will make your business look more authentic, as well as setting you apart from the competition. When it’s time for your followers to get birthy you’re more likely to be at the top of their list!
How to Rock Your Vendor Event
So since we are hosting annual Mommy and Baby Fairs I thought I would chime in with some tips on putting on a good vendor event.
Sign up early
If you can sign up for events early. Some events offer a price discount for those who sign up and pay early. You are more likely to get priority for special requests such as lighting or electricity, if you are signed up for the event early. If you have the choice of where you booth will be located being an early sign up for the event gives you a better choice of where you get to set up camp. Try picking a location with high traffic such as next to concessions or main isles.
Gather Supplies Early and Be Extra Prepared
It can be rather frustration to get to an event and realize there was something that you needed and now you don’t have it. Make sure to prepare and gather supplies for the event early. It may also help to set up a mock display prior to arriving at the event to make sure things look like you want them to. Think about what products you want to feature, what activities you may want to have and always have proper displays/signs. Here is a list of helpful items to remember to have other than those strictly related to your business:
Have eye catching media
You have to think about what is going to make people come your way. Make sure your displays and signs are clear and simple. Having at least one large banner is a good rule of thumb. It should clearly state your business name and what you are promoting. Be sure to keep the words to a minimum. People will not be inclined to do a lot of reading at these kinds of events. Some tips to consider are having your sign above the crowd height or having big photos of good looking people. These kinds of things catch peoples eye and they stop to look at the photos.
It is also important to have eye catching business cards. It says a lot about you and can be a vital part of your business to have interesting business cards that peak people’s attention.
Keep Track of Your Costs
This may sound simple but sometimes it can be easy to forget all the costs involved in participating in an event. It is something you will want to keep track of so you can compare it with your turn out and apply it for future events. Time is sometimes a hard one to factor into an event. Your time is precious and should be compensated properly.
Get People into Your Booth
There are those who tend to take a step back approach while at events and I do not recommend this. While you may not want to look like “that pushy sales person” you also want to engage with your audience. They are far more likely to step into your booth and check out what you have to offer if you get them to come into your booth rather than just letting them browse your items on their own. Some people may suggest that you take something with you to do while at an event. This is not something that I suggest to do either. From my experience working at a booth is like working at a job. You wouldn’t bring a crossword to do while at work and expect the job to get done on its own. I take the same stand point when working a booth. The products/services/information is not going to get to the audience properly on its own. It needs you to be the facilitator and get people engaged. Here are a few tips on how you can do this:
Make eye contact, be professional, smile, and be friendly. Engage in small inviting speech by asking one of the following simple things:
If someone says “no, thank you,” say something like:
*Talking Points brought to you via Calacanis
Good marketing techniques dive deep into the psychological aspects of the human mind and can then be used as persuasive techniques. Giving something away to someone (raffle/candy) uses the reciprocity theory of psychology, where if you do something for someone they feel the need to return the favor. Give them some candy or a chance to win something and they will listen to your product presentation or drop their information in for your raffle. Another big theory is that of scarcity. People tend to be more interested in things that they won’t have the chance to get again. Using terms like “limited time” or “limited quantity” peaks people interest.
Make sure you have a Demo of Your Product/Service
Be sure to have a quick simple presentation on what your company is and what they have to offer. Keep it short and simple. Try something like:
Have a raffle
People like FREE stuff. Have a simple prize for people to win. Have them fill out a small form with name, number, email or let them drop in a business card. Your raffle prize also does not have to be one of your products. If you choose something that is hot in the market today like an iPhone than you may have a line for your booth just to put in for your raffle.
Be sure to follow up with those who put in for your raffle even if they didn’t win. Email them with a thank you for participating your raffle. Be courteous when letting them know they did not win but then offer them something else (invitation to a presentation, an opportunity to save % on an order, a consolation prize like a download or bumper sticker). It shouldn’t include “hard sales tactics” but something of value that the customers will care about.
Dress for Success
It is something that we have all heard of but seldom think about on a day to day basis. A sad fact of life is that humans are judgmental. When selecting what you will be wearing for the day you should have two things in mind; professional and comfort. Sometimes it is hard to put these two together but they are equally important when you are going to be standing at a booth all day. You will want to take the weather into account and keep in mind that indoor shows tend to get quiet hot. Be prepared to shed some layers if needed. You may also want to wear a name tag. A professional one looks better than one of those Hello My Name Is, but any name tag is better than none. Shoes is also something that you may want to pay close attention to. While those heels or dress shoes may look good, will you be able to stand in them comfortably for 4,6, or 8 hours?
Keep your Booth Neat and Clean
It is human nature to be attracted to things of beauty and symmetry. When hosting a booth make sure that it is pleasing to the eye. Try to have a multi-level table rather than having everything laid flat. Make sure items that are not part of the booth (your jacket, storage boxes, extra products, ect) stay well hidden. During the event make sure to pick up any garbage that may be left around. After the event, always make sure that you have cleaned up after yourself and left the space just the way you received it.
Over all have FUN!! Make it something memorable.
Networking is an important part of any business. Some people think that this is just a suit and tie tactic for big business, but it can take you places you never knew in your small business. Opportunity awaits around every conversation.
When I first started my birth business I went out to network with everyone. I knew knowing other people in my community would give me more opportunities. I started with the typical ones they tell you to in all those birth trainings, but then I went outside the box and started to get creative. You never know where you might find that one person that is going to change your business forever. You never know when you might talk to someone who get you another client. This is something I still do today and you would be surprised at the connections I have made in the most unlikely places.
Here are 5 Professional Connections you can make right now to help you get more clients:
1. Other Birth Professionals
Connecting with other birth professionals may seem counter intuitive, because they are the competition right? Yes and No. They may be competing with you for business, but 1) There is enough business to go around for everyone, 2) Not every client is a perfect fit for every birth worker, and 3) They may offer a completely service than they do.
Other birth professionals understand what you do and many of them offer complementary services to yours.
Think about who your ideal client may want services from along with yours. This can include doula, naturopathic doctor, chiropractor, massage therapist, yoga instructor, birth photographer, midwife, childbirth educator, herbalist, or any other birth professional you can think of.
Referrals work both ways. Think about it in terms of what can I do for you and not always what can you do for me. Refer people and they will be more likely to refer clients back to you in the future. Ask them for their business cards or information on their business so you can give it to your clients.
2. Local Business Whom Your Ideal Client Use
Local businesses are where your ideal client is already at. They may have nothing to do with your business or your industry but they likely also serve your target market. Seek to offer value to their customers in trade for collaboration. Ask if you can leave some coupons for your services at their place of business. Think coffee shop, laundry mat, grocery store.
This is a great place to build strategic relationships. For example, if you are a doula think about stores that sell baby goods such as Babies R Us. You might offer to teach some workshop their relating to newborn care or breastfeeding. Don’t try to sell them anything or get them to promote your services. Just seek to provide value.
3. Local Go-To’s
There are always going to be those in the community who others seek advice. This can be the local community or the industry community. There might be a popular natural parenting blogger or the owner of a local birth page you should look into connecting with. Some of the more popular businesses are used to other people trying to use their platform to get attention so be respectful and tactful when and how you approach them. Is there a podcast you can get a guest interview on? Is there a local event you can get a spotlight at?
Use this as a mentorship opportunity for yourself as well. Use these connections that you make in order to learn more about what your ideal clients really want. Always be trying to add value to the community and not just seek promotion.
4. Local Events
Look for local events that cater to your ideal client. Look into who is hosting these events and make a connection with them. If it is an event you are interested in see if you can help. If it is a local professional who offers the same services as you be careful. You don’t want to try to take business away from them.
Even if you are not a part of the event you can still get on the ground floor if those hosting these events know who you are and trust you. You never know how many people they may send your way.
5. Medical Professionals
This is the one they always tell you to go check out in those training workshops. It can be a good resource if you find the right people. Not all medical professionals will want to build a relationship with you. They may have different beliefs about the type of professional you are. Unfortunately, some medical professionals have a negative view on alternative birth professionals who are not in the medical field.
OBs, Midwives, Nurse Practitioners, and other birth related medical professionals are only able to spend a limited amount of time with their patients. You may be able to help bridge that gap with the right professional and offer training, education, or support to their patients to help their birth experience.
Share resources about the benefits you offer with a medical provider that has similar views on birth, whom you admire, and whom you are interested in building a relationship with. This can not only turn into a great place for referrals, but may also create awareness for your services that others may not even know existed.
Step out of your comfort zone and go seek some connections this week. You never know what opportunities it may bring your way. All it takes is one phone call, one email, or one face-to-face to begin a relationship that can change everything.
MAKE YOUR OWN SUCCESS
Today is your day. You are the only thing standing in your way.