4X DoubleDown Webinar for Boutiques & Retailers \\ How to build new traffic to your boutique

Hey guys, we are just about ready to get started. I see the comments are working. So thank you for dropping a comment. I'd love to know in the comments what where you guys are from. I know that just seeing who signed up for the webinar today, we have store owners from all over the world, which is amazing to me. And we've got business owners of all types, all sizes, all levels, all backgrounds, which I think is really, really cool. And if you guys have followed the hub for a while, you know that our motto is community over competition. And you know that I'm not afraid to tell you that I will not always be the smartest person in the room. But there is so much we can learn from one another. And I believe that in community over competition, a rising tide lifts all ships. So I'm going to pour my heart into you today and my strategy into you today. But there's probably somebody on the webinar today that has other ideas and things that have worked for them. So as we get started, we've got just a couple minutes left. Drop where you're from. But today's message is all about top of funnel strategy and new ways to get customers into our sales funnel. So if you think there has been one thing that has really worked well for you to attract new customers into your business, your customer acquisition strategy, again, I believe that we all have great ideas. Drop something that's worked for you in the comments and I know you'll give a tip. But you'll also take a tip and I think there's a lot we can do to help one another in the comments today as well. So while we're getting ready to get started, why don't you guys go ahead, drop a tip, something that's worked well for you for customer acquisition. Also, drop where you're from and I'll share my ideas with you. But I know you're going to learn something from someone else here in the comments as well. We also believe in something really big at the boutique hub called Boutique besties. And boutique besties are important because, I mean, you guys know sometimes our family members don't always understand what it's like to be business owners or the ups and the downs and the things that we go through on a daily basis. So finding boutique Bestie is helpful because it's someone who understands where you are and the ups and downs of it all and can be a sounding board for you. But boutique besties don't exist unless you actually, like, reach out and make contact with somebody. So if there's someone that you think, oh man, she sounds really interesting or he sounds really interesting today in the comments. Reach out, make a new friend, connect with them. I know a lot of you are already members inside of the Hub. Some of you aren't yet, which we welcome you to join us anytime. But there's always an opportunity to meet someone just like you on webinars like this. So take a look at the comments, see if there's someone that you want to connect with and definitely go forward with it from there. We are community above all else. So all right, I'm seeing where you're at. Oh my gosh. Stacy. My sister in law's family is from Platte, South Dakota. The Vanderpoels, maybe you know them. If you're from the Dakotas, it's like five degrees from Kevin Bacon or whatever the saying is. Like, chances are we're related or we went to school with the same people, but we will always have someone in common. So it's my Platt, South Dakota story. All right, Mississippi, Ohio, Texas, Oklahoma, Virginia, Illinois, New Hampshire. Awesome. Rhode Island. Amazing. Awesome. More South Dakota, Washington, Florida, Minnesota. All right, man, you guys are coming in. Awesome. All right, let's see your customer acquisition tips. You're dropping where you're from today. Drop something that's worked for you to attract new customers into your business. Awesome. Next tip and we are about ready to get started. I'll watch for you guys tips to come in and you can enjoy hearing those and watching those as we go along. But let's get started. I'm going to have some slides to share with you guys in just a minute. Hopefully again technology does not break in the process. But here's the what we wanted to do today. So this week we're celebrating our hubiversary, as we call it seven years in business. And if you guys haven't had a chance yet, we're just sharing some fun things all week on social media. Kind of behind the scenes at the Hub. We're going to reintroduce our team. In case you don't know. All of our team at the Hub talk about kind of our origin story, which I think there's a lot to learn from our origin story. Actually yesterday we posted an igtv if you want to go check that out on Boutique hubusiness about four things that we learned about building the boutique hub that I think are relevant to every business. And it's more like four things that I totally failed at that you could learn from. So go check that out and if you're a member of the Boutique Hub, we've got giveaways and things happening inside of our members group all week. Or if you want to jump on the boutiquehub.com hubaversary, we've got a big mega giveaway happening with retail bootcamp signups, free tickets to The Boutique Summit 2021. Like, God bless. Hopefully we will be able to host a conference in 2021. All those good things. But the point is, we're here to celebrate. And with celebrating means, the one thing that we love to do most is to pour strategies and new ideas and things into your business. And I know 2020 has not exactly been the year that we all thought it was going to be. We all rolled into 2020. Like, I got 2020 vision, y'. All. Like, we're all about the 2020 analogies. And then the crap hit the fan and the world changed on a dime and here we are. I don't know where you're at, and if you feel comfortable, you can go ahead and drop this into the comments, but I think that we all faced this real gut check moment when the pandemic first broke out as business owners, and we felt like, is this it? Is this the thing that we've been worried about? Because I think anytime you're in business, you always think like, oh, there's good times, but there's bad times too, right? There's challenges. Is this the recession people are talking about? Like, is this all these things? And in that moment, I think we all face that moment of fear, right? But in that moment, we all have a choice to make, and that is fight or flight, right? Are we going to step up and address this moment and pivot and make lemons out of lemonade? Or does fear creep in and get the best of us without us even knowing it? And thank God for the industry that we are in, you guys, I feel like we are in a really unique place, place where E commerce is a huge opportunity for us. Some of you are already E commerce businesses, so this is like old hat. You pivoted and you ran with it. Some of you are brick and mortars. And I'd love to know which one you are in the comments. Online or brick and mortar. Some of you are brick and mortars and you were like, I've always wanted to have a website. I've always wanted to get online. I didn't have the time, but now I've got to make the time. And that became a challenge in itself. So I know that we are all coming into 2020 in a little bit different scenario, and I want to be mindful of that. If I sound too optimistic for you, if you feel like 2020 has really been a challenge and I'm sounding too optimistic, I apologize. That's my nature. Because I believe that there is good in every bad situation if we choose to look for it. And I've seen so much good come out of 2020 so far, you guys, and I know that's possible for you, too. One of my favorite things to do inside the boutique hub is to watch the content, to watch the post at the the month when boutique owners are pushing for a goal and they're like, I need an accountability partner. I'm a thousand dollars away from this mega goal I never thought I would hit. And you guys, June's a J month, and we all know the theory of the J months, right? And I had some of you message me personally and you were like, I'm just sending this to you as accountability. I'm just telling you my goal because I'm going to get there. So to watch so many people cross that finish line in June with amazing goals, hit records, hit things that we never thought were possible in J Month, that's literally one of my favorite things to watch happen. So in seeing that, I know that there is more opportunity for all of us. July, also a J month, but July is a little bit different. J month, I look at it as a hard and soft roi. We'll say that the hard ROI is there's always room for sales, and sales are up for most people right now. But the second opportunity for July, the soft ROI in July is this is like the calm before the storm. We usually get into July and it's a little bit slower because people are on vacation. So this is the time to double down in our business and start to take in education, new ideas, build email automations, tweak Facebook, ad funnels, whatever it is, so that we're optimizing our business right now during our slower months so that we're ready for the peak into the fourth quarter, which we hope there's a peak into the fourth quarter in 2020. We're all on the same page, riding this wave, right? So now is the time to double down in your business, start to learn and implement some things so that we're ready for the fourth quarter. So that's why we're here today. And that's what we're going to do for the next four days. Today, you get me. Tomorrow, Sarah Burks is going to Be joining you to talk all about where the profit may be hiding in your business. On Thursday or no, Friday, I'll be back here. I'm going to be talking about giveaway strategy, giveaway as an engagement tool. And then Saturday I'm going to wrap it up with the thing that I really hope you do not miss. Please come back on Saturday because Saturday I'm going to be talking about more internal things. You know, I can give you all the strategy all week long, but if you feel like you don't have the time to implement it or you feel like you maybe have some mindset blocks holding you back in order to get things implemented in your business, you don't have the help. Maybe you're a one woman, two woman, three woman show and you need a little bit more help to accomplish the goals that you've set out for yourself. Saturday we're going to cover that as well. And yes, we will have replays. So you'll be able to log into this password, this page that you're on and you'll see each week's videos as we go along. So let's get into it. Today I'm going to go ahead and share my screen. I've got a couple slides that I want to use to help illustrate what we're going to talk about today, which is pivoting into 2020, how to maximize multiple revenue streams and grow your new customer acquisition strategy. All kinds of top of funnel ideas. That's what we're going to be doing today. So let me do this. I'll share my screen. Give me the right screen to share. Here we go. Click this button. Click that button. Go to Canva, hit present. Let's just hope it all works. Okay, we there? I think we're there. I can't see your comments now, so I'm gonna have to pop out of the screen or minimize this in a little bit in order to see your comments. But I'll come back to those. All right, we're all working. Give me the thumbs up if we are still working. Jeff. Perfect. Okay, here's the plan. Retail in 2020. How to build a diverse revenue stream that lasts. I've been saying this all along. Is this happening to you or is this happening for you? So here's the opportunities that we're going to get into. The key to 2020 is to look at our revenue streams not just as hard sales channels, hard ROI sales channels, but some of them are soft sales channels as well. So if we think about where can our revenue streams come from in 2020. Here's our options. Storefronts, events and vendor setups. Subscription boxes or mrr. Monthly recurring revenue. Any way you can get monthly recurring revenue is huge positive in your business. E commerce, and specifically E commerce through a website or social selling. And I think one thing, the first lesson that we all learned right off the bat from what happened with the pandemic is that we can't put all of our eggs in one basket. We've got to figure out how to somehow diversify our revenue stream so that we're finding new customers. But we're also able to sell in multiple locations. For some of you that are online only, this might be e commerce and a website and comment selling paired together. And maybe you hit the occasional vendor event, not necessarily for the sales, but more for the branding, customer acquisition strategy at vendor events. Some of you are storefronts. One thing that I've heard a lot from storefront boutique owners right now is that, yes, I'm reopening, but I'm reopening in a significantly different capacity. Maybe that's only two days a week because I really want to cut on my overhead. But now I've realized e commerce and social selling are possible for me and that can be a more lucrative revenue stream than just being storefront alone. So everyone's a little bit different in that. But I want you just to kind of keep an open mind as we go about this and how you can add another revenue stream into your business. Maybe it's a subscription box or some sort of recurring monthly charge that you're able to offer a service for in your business. Maybe it's a styling service or some kind of ongoing discount like black boutique card. Whatever it is, there's opportunity there to build monthly recurring revenue as well. So goal today, top of funnel marketing ideas to attract customers into your sales experience. Now, I want you to think about your business like this. Sometimes we get lost painting everyone with a wide brush. We think, I'm just going to put out this content. Sell, sell, sell. And people are going to want to buy and they're going to come to my website or come to my storefront and buy the thing. But I want you to shift your thinking today into really just thinking about breaking down your sales funnel. If you're not yet familiar with a sales funnel, here's how it works. We've got top of funnel, middle of funnel, bottom of funnel, top of funnel. This is customer acquisition. This is people that don't know you yet that you're just trying to attract into your funnel from the get go. You're not necessarily asking them to buy. I want to repeat that. Top of funnel, you are not asking them to buy. That's not your number one goal. Your number one goal in top of funnel is to get them to click, to watch a video, to follow your page, to join your group, to click on your website, to just kind of show interest. Because then if we can execute the rest of our sales funnel, our middle of funnel, bottom of funnel, things like retargeting Facebook ads and email automations, Upsell offers things like that, now we really start to capture those customers. But you and I both know sometimes it's a fluke when someone like sees you for the very first time and then makes this huge order, right? It takes an average person seven times to see something before they actually click the checkout button or feel safe enough to buy from you. So don't be upset if someone sees your top of funnel content and doesn't buy right away because that's not the goal. It's just to get people attracted to you so, so that they'll come back and buy in the middle or bottom of funnel. So just shift that thinking a little bit today. But today specifically, let's hone in on top of funnel. How do we find more people that will show interest so we can sell to them either down the road or if we're lucky, right now as well? Here's where it all starts. And those of you, there's a couple of you that I know are on here that are doing multiple millions of dollars in revenue. I know we've got some advanced boutique owners here. And as we work with advanced boutique owners and retail bootcamp, we always invite them to come back to the basics. Because sometimes in business, as things are successful in our business, we're kind of building the plane as we fly it. And it's always good to just take a step back and go, you know what, I'm just going to revisit this part of my foundation for a second. See if I'm still on, see where I can shift, see where there might be an opportunity and a gap that I'm missing somewhere. And then I'm going to keep pushing forward. So I want you to revisit your customer avatar. That's number one. Who exactly is your customer? And has she shifted since the pandemic? She may have been a teacher, she may have been someone going to an office quite regularly. She may have been a nurse, she may have been all these things and may have been buying in certain patterns that now is significantly shifted. How many of you guys thought joggers were going to be your number one seller in 2020? Right? Tie dye. Joggers just, like, keep them coming. Let's feed them to me like candy, because that's all anybody wants. Work life, family life, school life, everything has shifted. So how is your customer avatar shifted? And also the other big shift that I'm noticing in 2020 in terms of customer avatars is our online shopping customer is getting older. You know, there used to be a gap where there was a younger customer that was really familiar with technology, and maybe there was a struggle with an older customer who preferred to shop in your store. But now she's like, I know zoom. I know what gifts are. I know all these things that I didn't even know existed. And she's ready to shop. So online e commerce was supposed to jump from 9% of overall retail sales in 2019 to like 13% in 2020. I'm going to guess we're going to hit like 20% of retail sales, at least in 2020, because everyone's had to learn how to shop online. So your customer is definitely changing. Her buying habits are changing. So go back to who is your customer avatar? And one thing we do inside of retail Bootcamp to help you find your customer avatar is we do surveys. We use a program called Typeform. Typeform. If you want to Google it, it's a free service. I think you do free surveys. Up to 10 questions. If you're a member of the boutique hub, you've probably filled out a Typeform a number of times. We use it for just a gazillion things in business, but that's a great way to go in and start surveying your customer and just ask her questions you need to. Maybe it's about her likelihood to buy with comment, selling versus e commerce, or what hours your storefront should be open or what things she's looking for, what frustration she has. I love to ask customers about their fears and frustrations. Shopping. Because if you start to train yourself to get in the habit of solving problems versus just offering a product. Clothes flipper versus brand builder. Right here. Solve a problem versus just sell a product. The one who solves a problem, who is a brand builder will win 100 times out of 100, not just someone who's flipping clothes. Right. So the more we can ask our customers about that in a survey, the better. Once we do that, step two is to go back and adjust our branding. I've seen a lot of boutiques adjusting branding through this time period because they've noticed their customer avatar has slightly shifted. Maybe that means just adding another model, maybe that means different photography types because you've been testing what photography is converting in your business. Whatever that means for you, revisit the survey, revisit your customer, and then revisit your branding. Once you do that, here's step number three. This is something I don't think I've shared really at all inside of Boutique Hub. I wish I could take credit for this. I can't. I've learned this from a marketing strategist that I love to follow, Russell Brunson, the founder of ClickFunnels. And I think he got it from somewhere else, which I wish I could cite the original source, but it's called Dream 100. And this is an opportunity that we're working on inside of the Boutique Hub. Like, if you ever see the Boutique Hub collaborate by getting on someone's podcast or press or pr, whatever it is, it's because we've been really intentional about here's who we want to collaborate with. And every business, your business specifically, has this opportunity too. As you think about who's my customer and where's she hanging out, what sources, what other companies, what social platforms, what models, what. What influencers of any kind, who can you collaborate with that is.