Strategic Marketing

Okay, so next we're going to talk about strategic marketing in a sense of who and what are we actually posting for? So I love this section because it really starts to help you to understand content and messaging and what we're actually here to do. And things start becoming a lot clearer based on the goals that you've currently got for your business. So as I'm going to move through this with you, I want you to have your notebook and pen out with you, and I want you to really be working your way through what I share with you so we can get really specific on what your marketing goal is before we move on. Because everybody inside this membership will have a different marketing goal. But I really want to understand what your goal is so you can apply it to the strategies that I'm going to teach you. So that's what we're going to do in this section here. Now, I am going to focus this again on social media because a huge part of social media is content. A huge part of marketing is content. But I think if we can understand it together as social media, social media, you can then apply that to your emails, you can apply it to your text messages, apply it to your website in exactly the same way. But social media is the thing that we need to be showing up on, you know, consistently and things like that. So that's where I am going to start. So if you want to just join me on this screen here and we're going to dive straight in to who and what we are marketing for. Now, as we begin, I want you to understand the key to strategic marketing is these two things. And these are the two fundamental things that I'm going to teach you as a part of this module. So number one is understanding content, and number two is understanding data. Now, understanding content is so important because that is what stops us from, number one, not knowing what to post. Number two, feeling like there's so many things you could post, you're just so overwhelmed that you actually don't post and you just freeze. And number three stops us from mindlessly just posting content without any real reason, without any real purpose, almost just like, oh, well, you know, of course I'm a nail technician, so of course my Instagram feed is just going to be packed with nail pictures. My question to you is, why? Why are you posting these nail pictures every single day? And if you can answer that grade, if you can't, then that's what I'm going to help you to do throughout this module. But really understanding content, and more importantly, what converts is a key part to your role as a nail technician and more importantly, a business owner. And also understanding your data is a key part of your role as well as a business owner. Because your data is what tells you what works and what doesn't. The data is given to you that every piece of content we have, the insights, our Instagram, our Facebook, all of the things we are sharing, how many people we reach, we are sharing how many people interacted with us. So actually being able to understand that so we know how to do more of the things that work and less of the things that don't is going to help you to move the needle forward in terms of your business growth. So they're the two things that I'm going to focus on today. And the biggest chunk of this module is focused on understanding content. If you can understand and get to grips with content, game changer for your marketing, for your business growth. So that's why we spend the most amount of time on it. So have a little think about whether you've ever said this before, ever heard this before, whether this has ever come out of your mouth, or maybe just a thought that's entered your mind. I'm working really hard. I'm posting regularly, but I'm just not getting the client's followers or money off the back of it. Well, that is because you are posting four for the client's followers and money. Now hear me out for just a minute. If you want people to invest in you, and by invest, I mean book a treatment, I mean come into your salon space, I mean book onto one of your courses. I mean spend money on what it is that you're offering, the service or the products or what it is that you have. If you want people to invest in you in that way, then your content isn't about you, it's about them. And in order to create content for them, you need to understand exactly who they actually are. Now, in order to understand exactly who it is that you are posting for, because remember, you are not posting for yourself. If you are posting for yourself, you might as well set up your own, you know, personal social media accounts, be done with all the emails, be done with the WhatsApp, the text messages, the Google and all of those things, and just, you know, live a quiet life. Because in order to attract people to what it is that you do, you actually need to be posting for those people. But we don't want to just aimlessly attract people to what we do. We want to attract the right people and we want to attract them because they're going to help us to reach our goals. So whether your goal right now is to be fully booked, to have a fully booked salon, to get the nail techs in your salon fully booked, whether it's to fill out your courses, whether it's to earn a certain amount of income, whatever your overarching business goal is, we need to start there. Because if you're someone that is posting mindlessly every day on social media, nail pictures, how is that getting you closer to your goal? And actually what even is your goal? Do you know what it is? Because if you don't know what it is, how are we even going to get there in the first place? Right? So in order to create content that actually is really beneficial to your audience, you need to pin down your overarching business goal. So your overarching business call could be to get fully booked, it could be to work lesson in more, it could be to launch your own training academy. But whatever it is, I want you to start by writing that down. Like, what has brought you to the Nail tech. Org membership? Why are you sitting here watching these videos and doing this training? What is it that you really want to achieve in your business long term? Where do you see yourself moving into with the support of this platform? Okay, so once you've got your business goal, it should be written down like the above and get as specific as you possibly can. So for example, if your goal right now is to get fully booked, I would challenge you to understand, okay, you want to get fully booked. Well, how many clients do you need in order to get fully booked? Do you need another 20 clients per month? Do you need another 40 clients per month? Do you actually only need two more clients per week? How many do we need? And you can work that out from past lessons. If your goal is to work less and earn more, that's totally okay. Or if your goal is to launch your own training academy, have a little think about, okay, for these two goals here, like, how much do we actually want to be earning? How much, how long do we actually want to be spending at the nail desk? So get really specific on those goals. I would like to work 10 hours less per week, but I'd like to earn another thousand pound per month. Okay, so how do we plan that out? So looking at the overarching business goal, getting really specific, if you're wanting to launch your own training academy, what is the goal? Maybe it's to add an additional 1,000 pounds of income every single month through courses. Maybe it's to add another 4,000 pounds of income every single month through your courses. But what actually is it? And write that down. Now, once we know the overarching business goal, the reason we're getting up of a morning and working so hard, then we can understand what our marketing goal is. And they are two different things, right? You've got your business goal and then your marketing goal. And the reason they are two different things is because your business goal is what you want to achieve. The the marketing goal is how we're going to use your marketing in order to get there. So I'll give you some examples. Let's say your overarching business goal was to become fully booked. This is where we get really laser focused on how we actually get there. So to get fully booked, we need to use our marketing to get 30 new regular clients. Or if your business goal was to work less and earn more, then maybe your marketing goal is now to nurture your existing clients so that they feel like they are coming to the best nail technician in the world and they don't want to go anywhere else, which will allow you you to increase your prices, which will allow you to earn more and potentially work less if people drop off. And maybe you also want to start growing a wait list with your marketing goal, because although you're fully booked, your goal is to work less and charge earn more. So maybe you need to charge more. So maybe you need to increase your prices, which means that you may lose a couple of clients when you do that. So if we have a wait list happening in the background, then that's not as much of a worry. So maybe that's what we use our marketing for this time. Or maybe our market and goal becomes positioning yourself as an industry expert so that you can launch your training academy. Or it becomes get two students per week because you charge a thousand pound for your courses. Your goal is to make £2,000 extra per week. So then you would need two students per week. So this is how now you go from taking your overarching business goal to then creating what your marketing goal is off the back of that. So I want you to also write down your marketing goal. And once you know your marketing goal, you then know who your target audience needs to be. We then know who we are posting content for. Because if you are wanting to earn more and work less, then you know that you need to be creating content for your existing clients in order to nurture them, in order to keep them in your world. And we might want to attract some of the wider community as well. Let's say you're wanting to launch E file courses, then your target audience all of a sudden becomes nail techs who don't use E files. If you are wanting to grow a client base and get X amount of new clients each week, then maybe your target audience is luxury clients in the Merseyside area available during the daytime. So again, so specific on who it is that we're looking for because we've got daytime appointments available, we are a luxury salon or a luxury home studio. So and we're in Merseyside, so this is who we need to attract. Or if you've got beginners courses, maybe it's people looking for a career change. Okay, so to make this even clearer for you and to recap, you're going to start by writing down your overarching business goal. It might be one of these things, it might be something else. Okay? And then you're going to from there work out your marketing goal which will tell you who your target audience is. So let's say your overarching business goal is to get fully booked in six months, which means you need full 48 clients. So you've worked out exactly how many clients that you need in order to get fully booked. 48 clients per month. Okay, 48 regular clients. Well, that means that our marketing goal is to maybe gain two new clients per week because we've broken down this goal, right? So two new clients per week would give us eight new clients per month, which would give us 48 regular clients over a six month period. Okay? So our marketing goal is not to get fully booked, it's to get two new clients per week, which feels manageable, which feels measurable, which feels easier to achieve than just getting fully booked. Okay. And off the back of that, we then know exactly who we're looking for based on who your ideal client is. So for this specific example, I've said that we're looking for someone who's a parent, someone who is within a five mile radius so that they find it easy to get to me and they are free during weekdays. So that is the type of person that I am going to start creating content for so that they help me achieve this goal. Again, if you want to work less and earn more might mean that you need to increase your prices. So you're going to nurture your existing clients and build a wait list through your marketing. That is going to mean that your target clients or target audience is going to be existing clients. Or maybe it's that you want to build a community so you're starting to use your marketing to actually build and grow a strong community within your brand and so that you can start to slowly increase your prices, reduce your time and bring on people who want to be a part of your brands, maybe other members of staff and things like that. So that tells us the marketing goal. Maybe it's launch your training academy and get an extra 4,000 pound per month in income, which means that you want to position yourself as an expert. Let's say your courses are £1,000 per person. You want to gain four students per month to give you that £4,000 income, which means your target audience becomes existing nail techs who want or need to learn whatever it is that you're offering. Or let's say you want to monetize your content. Maybe that's your business goal right now you have got fully booked. You're really happy with your now business. You want to start making money from your content. Well, that means your marketing goal all of a sudden is to increase your comments, increase your saves to whatever amount you want to increase them to, and to really get seen by the wider audience. So maybe your goal now is reach. You want people to engage in your content, you want people to comment or save the posts that you're putting out there. So who is your target audience or your ideal audience based on that? Well, it's people who are going to engage with you. It is ideal brands or agencies who might see this and ask you if you want a partner. So this is a really important step to understand what and who you are posting for. If you just start mindlessly marketing your business without understanding what your goal is, what you're going to use your marketing for and who your target audience is, it's just a stab in the dark. You might as well just quit while you're ahead because you're never going to get to a goal that you haven't set. Okay, so do this now before you move on to the next lesson and things will become much clearer. What is your business goal, what is your marketing goal and who are you now showing up for?