Author: Christina Giordano

How to Identify Your Niche

How to Identify Your Niche

Today I’m going to be talking about your niche, and we’re going to cover a few things. First, I’ll talk about what a niche is, then I’ll talk about why you need one, and then I’ll go into some questions to ask yourself to help you find yours. Following the more practical aspect of this, I’ll talk about it from a soulpreneur perspective, so that you can digest this in a way that is aligned.

What is a Niche?

A niche is essentially a segment of a larger market distinctive of its own unique needs, preferences and identity. It’s small, specific and very well known to you.

Here’s the thing – while it’s lovely to want to help everyone, focusing your love and energy on a specific group is a much more effective way to go. A niche is essentially a larger group of your ideal customers who all have a specific and common challenge or dream.

How to Find Your Niche

Here are some questions to ask yourself to find out your niche:

  1. What’s the personality of your audience?
  2. How does your audience want to feel?
  3. What stressed them out and keeps them up at night?
  4. What do they secretly wish for?
  5. What common life experiences or background do you and your audience share?
  6. Who do they love and what do they buy already?
  7. How are you similar and different to who they already love and what they already buy?
  8. Now start focusing on what you can offer them. What does your audience nee and what can you give them?
  9. If your offerings exist on the market, what’s your audience buying and from whom?
  10. What makes you and your products different? What makes your offerings unique?
  11. What does you audience need that isn’t available yet or accessible to them?
  12. There needs to be ease and joy in creating your offerings, what feels good for you and utilizes your gifts and talents?

An Aligned Approach to Finding Your Niche

There’s a quote that works very well with this topic, by Frederick Beuchner. He says: “Your vocation in life comes from where your greatest joy meets the world’s greatest need.” This refers to something that I like to call the “sweet spot” in business. It’s somewhere in the middle of what you most want to deliver and what your customers most want to buy. 

For those of us who feel that our work is our calling rather than just a means to an end, finding a niche is so important. It’s all about identifying what matters to you at the core of your being. If you believe your soul work is linked to your physical work, you have something to do here. And that one thing that matters to you is the anchor. 

Until you identify this message that you are meant to express here, your business will be too dispersed. Of course, this process is a journey, just as our life purpose is a journey rather than a category. When you find your voice and define your work around how you choose to make an impact, your business comes alive in a new way. When you own the truth of who you are and what you are here to do, what you actually do here becomes aligned. And you become empowered.

Need more help? Check out my 1:1, group and self-study offerings: https://christinagiordano.com/offerings/

3 Mindset Shifts to Get Through 2020

3 Mindset Shifts to Get Through 2020

2020 has been a challenging year to say the least, but the silver lining is that there has been so much transformation, and I’ve been doing my best to ride the waves with a stronger mindset. Here’s what I plan to focus on for the rest of the year as we continue to grow and expand. 

Letting Go: 

This mindset shift is a tough one because there’s a possibility that it goes deeper than we think. Letting go is often easier said than done. What it refers to is the practice of consciously leaving a thought, memory or belief behind, in the past, where it belongs, so that you can move forward with a new thought, feeling or belief. See how it has the potential to go deep? That’s why it’s a tough one.

Say you want to let go of a money block you are conscious of. Perhaps you believe that you need to work hard to make money. Start asking yourself these questions:

  1. What have you witnessed throughout your life that supports this thought?
  2. What have you witnessed throughout your life that doesn’t support this thought?
  3. What are you afraid of happening or transpiring if the thought wasn’t real?
  4. What can you say to yourself or do every day to help you let go of the thought?

There’s a release that happens when an old thought, memory or belief is no longer part of us. It doesn’t happen often though, because we resist letting go. Sometimes we just need to allow it to pass through us, so that we can move on.

Upleveling Identity:

This mindset shift is all about visualizing your “next level” self and consistently showing up and practicing the habits, behaviors and practices that that person has. We are always growing and evolving, and in order for it to happen in the way that you desire, you have to direct the course. 

Now, before I go any further, I just want to remind you that this is not about perfection. You don’t have to show up perfectly as the best version of yourself every moment of every day in order for your life to be fulfilling. But, you do have to make an effort. And when you think about making an effort, think about the ease and flow that comes with it. This is an aligned action we’re talking about – the kind of action that feels really really good. 

For example, if you envision yourself as someone who makes time for self-care everyday, maybe you integrate certain self-care practices into each day. And you want to do this in a way that will help you stay committed. 

As you begin to make small shifts throughout your day and integrate little practices that become regular habits, you’ll begin to uplevel your identity, enabling you to become the type of person you most want to be. 

To get started, ask yourself these questions: 

  • What does my next level identity do every day that I don’t do now?
  • What is she achieving?
  • What is unfolding in her life?

Allowing: 

And if it doesn’t get any more challenging, this mindset shift is the icing on the cake. Allowing is equivalent to surrendering. When we surrender, we give up control and let someone else take the reins. As a recovering control freak, I struggle with this one the most. But I’ve realized that I don’t have to. And I’ve found a little trick that helps me with this.

Find a comfortable spot to let yourself either sit or lie down. You should be able to slouch and get really relaxed, so keep that in mind when selecting your spot.  

  1. First, take 3 deep breaths.
  2. Second, relax your entire body starting from your head to your toes. Literally feel the sinking of your body into whatever it is you’re on.
  3. Now envision yourself on a bed of golden leaves, in golden light. The bed is supporting you and holding you. 
  4. Repeat to yourself: I am safe. I am held. I am protected.

This is practice that really revitalizes my faith in something bigger than myself, and it also helps me to simply allow them (whether it’s the universe or God or your angels) to take control.

And there you go, 3 shifts to carry you through the end of 2020. This year has been life-changing for me and I’m sure you as well in so many ways. And while we have all grown in some way, my commitment is to continue the transformation for as long as it lasts.

Need more help? Check out my 1:1, group and self-study offerings: https://christinagiordano.com/offerings/

Time Management Tips for Efficiency

Time Management Tips for Efficiency

As you start to build your business, things can get to a point where they move pretty quickly. All of a sudden you’ve got content to prepare and email campaigns to draft and offerings to promote. You’ve gotta have your organization and time management skills primed and ready. Here are a few strategies that you can use to find and create time to commit to building your business and being efficient. 

Time Management Tip #1: Be Realistic

How much time per week can you commit to your business? Schedule this into your weekly calendar and commit to it. I personally use iCal to schedule everything, from my workouts to my working time to my downtime. Now, I also have a toddler, so things can come up and flip the entire schedule upside down, But, because I’m realistic in how much time I can spend per week in my business, I can either make up the time somewhere else or decide if I can decrease it due to life circumstances. 

Time Management Tip #2: Identify Your “Power Hour”

This is the chunk of time during your day where you feel the most focused and productive. Schedule your top growth tasks within that time. For me, I like to really get into my work during the middle of the day, so generally from 11:00am to 3:00pm. By nature I’m already inclined to be focused and productive when I need to be, but for you, this might look like a few hours in the evening or a few hours in the morning. 

Time Management Tip #3: Plan for Tomorrow

Every evening, outline the 3 most important tasks for the next day. Like I said earlier, I personally have all of my daily activities (both personal and professional) within my iCal, and it really helps me stay productive. I know what’s coming up throughout the week and so I never feel scattered or surprised. 

Time Management Tip #4: Don’t Try to Do Everything

Take it from me – being the “go-to” person in your business isn’t that fun. It’s tempting to solve everyone’s problems, but knowing what is out of scope for the work you want to do is super important. The benefit of this is that the more focused you are, the more your ideal audience grows. 

Time Management Tip #5: Don’t Reinvent the Wheel

This is something I really struggled with when I was trying to make my offerings more unique. I tried to reinvent marketing basically. But then I got honest with myself. I realized that I’m teaching pretty much the same marketing standards, but in a slightly different way from a slightly different perspective than other marketing consultants. 

Time Management Tip #6: Batch Your Content

If you follow me on social media, you might think that I work 24/7. But I don’t! I actually create lots of pieces of content (like recordings and videos and infographics) within a single timeframe, particularly when I’m feeling inspired and creative. And it’s usually at the beginning of the week or at the beginning of a new cycle, so it’s super intentional. And the best part? It’s usually repurposed content, which leads me to my next point. 

Time Management Tip #7: Repurpose Your Content

So what I’m sharing with you now, was actually also included in my May webinar. I can repurpose that entire webinar in tons of ways. I’m thinking mini infographics, a few blog posts, a video recording, an audio recording, consulting scripts, and loads of talking points for all of my social media accounts. I could probably split that content up so much that I have enough pieces of content to last me the rest of the year. So, what do you have on hand that you can parse up and piece together in different ways?

Time Management Tip #8: Sync with Your Cycle

This is my favorite because I’ve seen so much benefit from this not only in my business but in my life in general. Sync your daily life with your cycles. This is called cycle syncing or cyclical living, and you can read more about it in a book called Woman Code. It’s fascinating. But essentially, you optimize your life in accordance with your cycle. As a quick example, I do most of my planning and creating during the follicular phase, promoting and speaking during the ovulatory phase, execution and clean up during the luteal phase, and I prioritize rest and self-reflection during the menstrual phase. 

And there you go, 8 time management tips that will hopefully keep you on track to reaching your goals!

Need more help? Check out my 1:1, group and self-study offerings: https://christinagiordano.com/offerings/

Brand Archetypes - Why and How to Use them in Business

Using Brand Archetypes in Your Business

The tips that I’m about to share with you in today’s blog about brand archetypes are specifically related to your personality as a brand. All brands have personalities. These can also be viewed as a brand image. I personally like the term personality because it’s often easier for me to step into a personality than it is an image when I write. 

Brand Archetypes & Copywriting

If you’ve ever heard of the 12 archetypes, these are essentially characters with goals, fears and strategies. Each of us is able to identify with at least one archetype. I personally work with 3 different archetypes in my copywriting, using more or less of one in different platforms and promotions. I’ll share details on those later on.

Once you figure out which brand archetype you are most aligned with, you can then craft your brand, your messaging and your offerings in a way that creates understanding and familiarity. When people understand your brand, you can build that like, know and trust factor that is so necessary in today’s marketplaces. 

Now I’m going to describe each of the 12 archetypes, but I encourage you to also do some research if one or two of them feels aligned with who you are and what you believe you are meant to do. I personally get my information about the archetypes from Kaye Putnam. She is a Psychology Driven Brand Strategist and she has an amazing quiz on her site that will help you tap into your brand character. The descriptions that I’m about to provide you with originated from her and her site. 

The Brand Archetypes Explained (via Kaye Putnam)

  • The Caregiver is empathetic, generous, and committed. You serve your people by putting the focus on them and their needs. Those you serve feel safe and supported in their pursuits.
  • The Creator is inventive, unique, and vibrant. You intend to inspire creativity in everyone around you. You help us realize our unique vision, and to express ourselves and our individuality.
  • The Entertainer is humorous, light-hearted, and the life of any party. You’re playful and excited to help others get more enjoyment out of life!
  • The Everyman is friendly, down-to-earth, and loyal. You remind us to do the hard work and stay humble. You’re right at home building a community that is accepting, honest, and vulnerable.
  • The Explorer is the trailblazer and adventurer. You are among the few who dare investigate the world. You help us find more of the freedom and fulfillment we seek.
  • The Hero is a warrior and the victor. Your goal is to show your clients the ample rewards that come from hard work and discipline. You inspire us, as you overcome challenges like a champion.
  • The Innocent is optimistic and pure. You show us that being a good person and seeing the bright side brings out the best in others. Your brand loves simplicity – the world doesn’t have to be complicated.
  • The Lover is passionate and devoted to your people. You cherish pleasure and relationships. You desire a world where people appreciate beauty in life, so aesthetics are crucial to blazoning your brand message.
  • The Magician is a visionary, an inventor, or even a spiritual guide. Your goal is to transform lives.
  • The Maverick is bold, revolutionary, and unapologetic. You do things your way. In your wake, the status quo is disrupted. If something isn’t working, it’s overturned. Those with you find freedom.
  • The Royal is sophisticated, ambitious, and influential. Your goal is to build a prosperous and successful community. You lead by example. Your captivated audience aspires to be a part of your inner circle.
  • The Sage is analytical and wise. You know how to employ the truth to make your impact. You are the expert, the thinker. You value knowledge and facts, and your aim is to share those insights with the world.

How I Work with Brand Archetypes

Now, as I said earlier, I work with 3 archetypes, and I’ll tell you what they are: The Explorer, The Creator, and The Magician. When I use these archetypes, I’m putting myself in the mindset of those specific personalities, and I’m also leveraging their colors, typefaces, symbols and words that come with them. For example, the Explorer carries with it more earthy tones, so you’ll see a lot of earthy and neutral tones in my brand. I also enjoy using Explorer symbols, so you’ll see lots of star emojis within my content and on social media. Now, the Creator in me is a little more vibrant and unpredictable, so you’ll see brush strokes in my designs and pops of color here and there. The fonts I also use have a unique and expressive flow and vibe as well. And when it comes to the Magician, I pay more attention to the words associated with it, such as: Alignment, Empower, Vision, Imagine, Discover – things like that. 

Think about what archetype you might want to integrate into your copy and brand. Aside from building a like, know and trust factor, the archetypes really do help you establish more of an emotional connection with your ideal customers. Do some research and have fun with this. 

Need more help? Check out my 1:1, group and self-study offerings: https://christinagiordano.com/offerings/

Media Relations 101

Media Relations 101

Looking to tap into media relations, leverage publicity and press to increase attention around your business? This blog is for you!

Why Publicity?

Here are 4 potentially reasons: 

  1. Because it gives you and your business credibility,
  2. Because it raises public perception, positioning you as a thought leader,
  3. Because it’s a less expensive and time consuming way to gain visibility, and
  4. Because it unlocks opportunities in your business, perhaps opening doors for you with people who would find you specifically through the media.

Media Goals

So now that you know why you might want publicity, let’s talk about some possible goals you might have with publicity:

  1. Maybe you want to get clients as a service-based business, coach or consultant. → If this is your goal, you might want more long-form media like podcasts so that you can use that time to build a know, like a trust factor. This will produce much more credibility for you than a quote. 
  2. Maybe you want to get a book deal or high-profile speaking gig. → If this is your goal, you might want to focus on national publications, where typically publishers and event planners are looking. So, think glossy magazines, television morning shows, NPR, top newspapers, etc. 
  3. Maybe you want to sell physical products → If this is your goal, you might want to look for gift guides or product round ups, or business owner features. You might also want to connect with influencers, which are the influential people who show up on social media with large followings. This is slightly outside of the scope of PR, because you may need to pay for this, and I won’t dive too much into influencer marketing today.
  4. Maybe you want to become a paid freelance writer → This is where you pitch yourself as a content creator in your field. Instead of being the subject matter of the story, you would be the subject matter expert. You’ll see examples of this on Forbes, Inc. and other entrepreneur magazines and publications.

So, the first part in media relations is getting clear on your goals. 

Building a Portfolio

There’s a PR technique called Stacking, where you work your way up through various media levels. You start with niche audiences (like podcasts and guest blogs) and work your way up from there. 

You want to do this Stacking technique because larger publications or TV channels will want to see your reel. They’ll want to see how you operate as a guest. If you haven’t racked up these local, smaller appearances, you won’t have anything to showcase. So, you’ll want to build up your portfolio from the ground up. 

So how do you start stacking? Well, you start making press connections, and you want to make sure you do the following tactics in order to accomplish this:

  1. Be discoverable. This just means: don’t be invisible. Are people (particularly those in media) able to find you online? Are they able to know exactly what it is that you do and how to reach you? 
  2. Research. This means building your media wish list. I’ve talked about this before: Twitter is a PR goldmine. Everyone in the media is on it, so start there.
  3. Think about “What is in it for them?” The #1 complaint from press is that people ask them for things but offer nothing in return. The press needs people watching their shows, so how does your feature or story or content benefit their audience?
  4. Connect with people in the media, and look at it like a courtship. This goes beyond just researching media. You want to follow, like, share their content. Give feedback and reviews. You want to slowly build a relationship so that they know who you are and how they can work with you.

Headline Worthy Plotlines

Now, after you build the relationship and when you’re ready to make your pitch, you want to think about how you can become “headline-worthy.” And listen to me when I say this: everyone has interesting stories to tell. Yes, even you! And I’m going to give you a few ways to brainstorm those stories through the following plot lines. 

  1. Plotline #1: Overcoming the monster – This kind of story is where the main character sets out to defeat the villain. So, if this applies to you, what monster were you facing and how did you overcome it?
  2. Plotline #2: The heroic quest – This is where the main character sets out on a quest to find or do something and hit roadblocks along the way. This is basic entrepreneurship, so think about your quest and if it’s headline-worthy.
  3. Plotline #3: Renewal – This is the come-back story – business takes a hit, pivoted, made a comeback.
  4. Plotline #4: Rags to riches story – This is the classic cinderella story.
  5. Plotline #5: Origin – This one is interesting because no two origins are alike. Think about how you got started and the most pivotal moments.

Does this help you think about media relations differently? I hope it does. PR seems like something that only experts and publicists can do, but it’s not true at all. I’ve been able to secure placements on TV news stations and high profile publications for my clients, and I did it with zero experience.

5-Part Pitching Email Template:

Part 1: Subject line: Begin your pitch with a clear and compelling subject line that captures your story idea.

Part 2: Opening: Always open your pitch with a concise introduction of who you are and how you serve. This should be 25 words max.

Part 3: Get Personal: You want to include something personal to let the reader know you’ve done the research.

Part 4: Story Idea: After your introduction & personalization, give them your story idea in no more than 2 paragraphs. And you can use bullet points to break this up if necessary.

Part 5: Closing: This is just a simple, but clear, call to action or question, such as “Would you be interested in having me on as a guest?” with your contact info included.

And so how do you tap into media relationship from a soulpreneur standpoint? This one is very easy and it’s really about being as authentic as possible. Find media outlets and people that truly resonate with you, and don’t just select ones that are easy to get placed in or with. You want them to really vibe the way you do. And again, whatever you put out there, always do it from the heart. 

Need more help? Check out my 1:1, group and self-study offerings: https://christinagiordano.com/offerings/

SEO 101: Basics + Best Practices

SEO 101: Basics + 3 Best Practices

This blog is a beginner level review on what SEO is and what it can do for you, along with 3 best practices (both beginner and advanced) that you can integrate into your strategy.

3 Components to SEO

  • On-page SEO refers to the content that’s “on the page,” and how to optimize that content to help boost the website’s ranking for specific keywords.
  • Off-page SEO refers to the links that are directed to the website from elsewhere on the internet. The number of “backlinks,” and the authority of the publishers carrying those links, help you build trust in the eyes of a search engine. 
  • Technical SEO refers to the technical aspects of a website and improving them in order to increase the ranking of its pages, so actions such as making it faster, easier to crawl, and understandable by search engines.

While there is no “secret sauce” to ranking in search results, I’m going to talk about a few best practices that you can implement regularly. Outside of these recommendations, you should stay current on SEO news and best practices through continuing education and monitoring trends.

SEO Basics 

SEO is not a one-time job. Whether you’re creating a brand new site or updating a current one, you’ll want to make sure your site has a strong foundation through technical SEO. You’ll also want to review your processes as you create new content and update old info through on-site and off-site SEO. And finally, you’ll want to measure and track your efforts on a consistent basis to ensure that your SEO practices are in fact helping you. 

So, what is SEO? I’ll explain it to you this way: when you have a question, I’m guessing you go to Google to find the answer. Well, your potential clients do the exact same thing! Everyone has questions and problems they want solved, and they use search engines to find the answers. SEO is the practice of growing your site’s visibility in the organic search engine results so that when someone types in a query that is relevant to your work, you’ll show up in search results. 

How do search engines work? Search engines, such as Google, Bing, or Yahoo, send out robots, also known as spiders, to crawl websites for content. The search engines then store and build an index, or library, out of this info. When someone enters a query into a search box, the search engines use complex proprietary algorithms to display results pulled from their databases. The ranking of these results is affected by the content’s relevance and popularity. Now, the algorithms for search engines change all the time, and I would highly recommend staying up to date on these changes by subscribing to their news and updates.

3 Best Practices for SEO

  1. A common on-site SEO strategy is blogging. Content marketing through blogging can be an incredible way to rank for keywords and engage your website’s users. Every blog post is a new web page that gives you another chance to rank in search engines. 
  2. A common off-site SEO strategy is reviews. Within your Google My Business pages, it’s important that you allow your customers to write reviews based on their experience with you. Think of ways you can be creative in asking people to submit a Google review onto your Google Business page. 
  3. Another common off-site SEO strategy is back-linking. Search engines calculate rankings based on a bunch of factors, and one of the most important ways is back-linking. A backlink is a link that one website gets from another. The quality of the link is far more important than the quantity. An example of a backlink is this: One blogger writes about you or your services (or classes), and then links to your website within their content. The more authority the website has, the more it helps your website to increase its own ranking. 

There you go – a quick review of SEO and 3 best practices you can integrate into your SEO strategy. Hopefully these tactics help you get started with SEO so that you can leverage search engines effectively.

Need more help? Check out my 1:1, group and self-study offerings: https://christinagiordano.com/offerings/

3 Growth Hacks You Need to Try

3 Growth Hacks You Need to Try

The following is a guest blog from Taktical Digital.

Every company is looking for new ways to grow and differentiate themselves from other brands in their niche. While it’s easy to find articles and blog posts that claim to provide reliable strategies for growth, many of these pieces end up repeating the same generic advice.

In this article, we’ll take a closer look at some of the best ways to adjust your growth mindset and make large-scale changes that affect every area of your business. Some quick tips can obviously help you make minor adjustments, but it’s critical to look at the big picture if you’re serious about sustainable growth. Don’t forget to check out our free resource guide for more information.

Think in Terms of Data

Effective marketing requires human input, but it’s important to recognize the role of information in developing and fine-tuning campaigns. Data provides concrete, actionable insights into your brand’s marketing performance, helping you identify weak points and make the necessary changes.

With that in mind, it’s no surprise that data-driven strategies lead to a variety of opportunities that simply wouldn’t be available without first gathering information from customers. For example, you can use data to identify customer pain points or compare performance across multiple channels. Improving your data collection practices is the first step toward optimizing your marketing strategies.

Leverage Automation

Social media marketing used to be a relatively niche field, but a strong social media presence is now critical for brands in virtually all areas. Fortunately, contemporary automation software makes it easy to streamline your campaigns on social media and other channels.

For example, marketing automation tools allow users to schedule social media posts and set up comparisons between different variants. In general, automation streamlines a wide range of simple tasks, giving your team the opportunity to spend more time on other areas of your business.

Run Contests

Social media contests are one of the most effective ways to engage your customers, allowing you to reach a large audience for the cost of a few prizes. The best contests involve a prize that’s directly related to the core values of the brand.

A bike company, for example, might give away a free bike rather than simply offering an Amazon gift card or another generic gift. Keeping the contest relevant to your brand helps you connect with people who are more likely to be interested in your products.

Business growth is never a simple or straightforward process, but even a few small adjustments can have a surprising effect on your bottom line. These tips will help you generate more leads and develop campaigns that resonate with your unique audience.

Standard Flow of a Website that Sells

Building a Website that SELLS

When it comes to a website, particularly a homepage, you want to think of it as your digital storefront. 

The very first thing that visitors should know when they first land on your website is exactly what you can do for them. That’s it. That’s the big secret.

Now there is a standard flow that’s based on psychology but also aesthetics. Here it is:

  • At the top of the page, before the scroll, is a header describing what you can do for someone. It should immediately answer the prompt: I’m here to help you….
  • Under this can be prioritized differently, but it’s generally the following:
    • A brief about section (so, who you are)
    • Your offerings (so, what you offer or your services or products)
    • Testimonials (so, how you’ve helped others)
    • Blogs, podcasts, videos, links to subscribe (so, what you know)
    • How to connect (so, how someone can reach you)

One of the most important things you can do is be crystal clear on the reasons your website exists – for you and your visitor. What are your objectives? What specific goals are you trying to achieve with your website? 

Sample objectives include the following (but are not limited to the following!):

  • Grow your email subscriber list
  • Sell your product or program
  • Book a service or appointment
  • Subscribe to your podcast
  • Inspire visitors to comment on blog posts
  • Enroll people in a rewards or loyalty program
  • Build trust and credibility

You will see that these objectives all involve taking action in some way.  This is frequently called a “call to action.” Whether it’s buying something, opting in to something or subscribing to something, your goal is for them to take any action to become a new or future customer.  

One of the biggest mistakes that a lot of entrepreneurs make is when they start filling up their website with all kinds of links and graphics and social media icons that drive traffic away. You want your visitors to stay on your website and then take an action on your website. 

Ask yourself these questions to discover your website objectives:

  1. What are the top 3 objectives of your website? 
  2. Why is my ideal customer visiting my website? What are they hoping to learn, solve or purchase from me?
  3. What emotions are they hoping to feel by visiting my site?
  4. What information do they want from me right away? Use the words or phrases they would use.

The way to figure out if your website is functioning like a digital storefront and actually working for your objectives is through the 3 C’s.

The 3 C’s of an Effective Website

The First C: Connecting to your audience: Your website should be able to instantly connect your ideal customer to your business. You want to make sure that your messaging and the way you format the website is really customer-focused. Think about what your ideal customer wants to see and read. 

How to make sure you’re connecting:

Ask five people (preferably ideal customers or favorite clients) for their honest feedback. Send them your site and ask them the following questions:

  1. When you look at my site, do you instantly know what I do, who I serve, and how I can help?
  2. Is there anything confusing about my website?
  3. Can you easily find where to sign up for ___? (This could be the newsletter, opt-in, free report, webinar, etc.)
  4. Does my website seem cluttered or unprofessional in any way?
  5. Is there anything else you’d like to share about the site to help me improve it?

The Second C: Collecting potential leads: As part of your marketing strategy, your website must be able to collect and capture names and email addresses for the purposes of marketing to your customers and reminding them that you can solve their current problem. Besides making sales, growing your list is the most important reason for your website. It’s a way to build that “know, like and trust” factor of your business. Most people won’t purchase from you on the first visit to your website, so collecting emails in an effort to continue marketing to them is a great way to build genuine trust over time. 

How to make sure you’re collecting:

Now you have to find out if your website effectively collects people’s names and emails. Aside from sales, your website should also collect sign-ups through opt-ins or forms, enabling your potential customers to have an opportunity to stay engaged with you and hopefully become buyers one day. So, simply conduct tests to ensure that these forms are working. 

The Third C: Converting leads into customers: As mentioned, your website is your digital storefront – allowing you to convert leads to sales and generate business. It allows you to really showcase your products and services, make offers, and sell! It should include enough information and make it as easy as possible for the visitor to buy from you. 

How to make sure you’re converting:

There are two primary ways for visitors to convert into buyers. One of the ways is through an opt-in or subscription form. The other way is through sales conversions, or the number of people who purchase your products or services. The only way to know you’re converting is to set up an analytics tool to track it.

Google Analytics is a great tool to measure various elements of your website. From tracking demographics to visitor counts, this analytics platform is perfect for small business owners. 

And those are the 3 Cs to test your website effectiveness! Hopefully I’ve provided some valuable tips as to how you can get your website to do what it needs to do for you – SELL. 

Need more help? Check out my 1:1, group and self-study offerings: https://christinagiordano.com/offerings/

Is Your Ideal Customer Able to Find You Online?

Is Your Ideal Customer able to Find You Online?

Today I’m going to talk about your ideal customer, and while I’m not going to necessarily dive into the nitty gritty demographics of them, I am going to prompt you with four questions that will help you sell to them. 

Many of us are currently working on launches for products or services or new programs, and in order for us to be able to sell these offerings, we really need to understand who we’re selling to. 

I’m sure each of us has done an ideal customer exercise in the past – if you haven’t, give it a shot. The questions I’m going to prompt you with later will take those details a step further. 

So, what is an ideal customer?

Your ideal customer is someone that you will keep in mind whenever you’re creating something for your business. Whatever you’re creating – your ideal customer is at the core of it. 

I find it easier to think of this “someone” as a character or an avatar, so that you can really visualize and picture them. 

This character could be based on an actual customer that you have, or someone that you’ve worked with, but it’s generally someone that you would love to have as a customer, someone who would embody your dream customer.

Here’s why you an ideal customer.

First, without an ideal customer, chances are you’re really not going to sell much of anything. In order to ethically and honestly sell to someone, you have to actually understand what they want, their deepest frustrations and their desires.

Second, if you don’t have an ideal customer, it’s very likely that you will attract those types of customers that are somewhat less-than-ideal. And we’ve all had a few of those experiences before! These are the customers that don’t value what you do, your pricing, or your time, and it’s all because they weren’t meant to be your customers in the first place. 

Third and lastly, if you’re not clear about who you are targeting, everything that you put out there, from your content to your promotions, will likely be too general and too generic – all ending up as a complete waste of time. 

Now, many entrepreneurs are afraid to get too specific with their ideal customer. Either they feel like they’re missing out on possible leads, or they’re afraid that they are labeling themselves as a provider for only one particular group. 

But I’m here to tell you: if you’re trying to sell to everybody, you will sell to nobody. 

Your messaging will be lost. There won’t be any soul or emotion with it. It will be impossible for someone to identify with it because it’s forgettable and generic. 

And you won’t just speak to one person – many people will identify with your messaging because it sparks something inside them. At the end of the day, you will attract a variety of people to your business, even if you’re speaking to that one ideal customer. This because you’re focusing on one very specific problem and one very specific solution.

I’m now going to lead you through a quick visualization to get you thinking about your ideal customer in a more clear and meaningful way.

Visualization

So, close your eyes. Don’t worry, I’ll be here when you open them again. Breathe in. Breathe out. 
This visualization takes place in your office. If you don’t have one, simply imagine your place of work. Or place yourself in an office setting. 
Now, envision sitting in your office. 
You’re preparing for your day. 
You tidy up, and then you sit for a moment to prepare for your client. 
You know what you plan to work on today; because it is the one service or product you most enjoy providing to your clients. 
This client in particular has seen amazing results and you’re filled with such pride and eagerness to see them again. 
You hear the front door open, and you know it’s your client in the waiting area. 
You stand up to head out of your office to greet your client. 
As you open your office door, you walk down the hall and turn the corner to the waiting area, and there’s your client so happy to see you. 
Now, take a moment to see your client. Look at who they are as a person, where they are now and where they have been. 
What are they wearing? 
What are they holding? 
How do they look at you? 
You eagerly greet them and escort them to your office. You feel enthusiastic to begin working with them, but also at ease, because this is the person you’ve been wanting to help for your entire career.
This person you’re helping represents your ideal client. 
Breathe it in. Breathe it out. Now, open your eyes. 

Think about how you feel. You’re getting closer to understanding your ideal customer. 

So I want you to step into your ideal customer’s shoes for a moment. This time you are going to pretend that you are them, and when I ask these questions, think about how they relate to your business. After all, your customer wants your offerings. Ask yourself these questions:

  1. What is the problem I am facing right now?
  2. What do I fear might fail in my life if I do not find a solution?
  3. If money were no object, what solution would I buy to solve this problem? 
  4. If that dream solution could appear and solve my problem, what would change in my life?

Ok, now return to yourself again. Once you ask these questions and understand your ideal customer, you can position yourself as their dream solution. Who would they go to receive the healing or education or transformation that they need? What would they look for? 

The answer, my friend, is you. How do you position yourself as their most desirable, convenient and joyful solution?

Really dive deep into this exercise, and continue to ask yourself those questions again and again.

3 Ways to Grow Your Email List

3 Ways to Grow your Email List During Social Distancing

Today I’m going to talk about how to grow your email list quickly and easily. These tactics are especially effective in today’s world of social distancing. 

It’s important that you have a few things in place before you start growing your email list. 

First, you have to have your email provider all set up! Obviously, you can’t build a list if you don’t have a list set up. Sure, you can keep a written list of email addresses you collect, but how is that going to save you time down the line. Have your email provider (like MailChimp or Active Campaign or Constant Contact) automated so that you can instantly capture names and email addresses. Then, you’ll want to create an automated email that gets sent out to those new subscribers. This means that once someone gets added to your list, either manually by you or through subscribing on your site, they immediately get a welcome message.

Second, you have to have a few freebie offerings in mind. This goes back to the opt-ins I was talking about in a previous session/live. The offer you provide can be a free PDF, an introductory call, a brief trial of your service, an audio lesson, a guided meditation, an educational webinar, or perhaps a video tutorial. It is essentially anything that you think will be valuable and relevant to your ideal customer. It’s a piece of important content that can be exchanged for contact information. The easiest way to put a freebie together is to consider repurposing content you already have. You and I both know how long it takes to create an incredible piece of content. Once we hit publish and put it out into the world, it just stays in that one location. But what if instead of never looking at that piece of content again, you leverage it to work harder for you by packaging it up into different shapes and sizes. For example, you can transcribe audio, or craft an email from blogs, or create quotes and graphics from old content.

Third and lastly, you have to be ready to show up in how you use email marketing AND understand that it’s purely a business tactic. This means that your vibe needs to be where you want it when you’re sending your emails. Believe it or not, readers can tell when your content is just ho-hum instead of exciting and inspired. This also means that you can’t take email marketing personally. People will unsubscribe from you, and when you’re just starting out with a small list, it can upset you to see someone leave your list. But don’t sweat it! Unsubscribes actually help you weed out the ideal customers from the ones who aren’t. Unsubscribes save you energy, get rid of dead weight, save you money, and generally improve the quality of your list. So with that, here are 3 ways you can grow your email list. Keep in mind, there are tons of ways you can build your list. These are just 3 of them for you to consider today, as they’re particularly useful in today’s post-COVID-19 world. 

Number #1: Consider social networking. The new way of networking is social these days. So, how can you optimize direct messages (or DMs) to grow your list? I’ll give you an example of how this works. Say you post an infographic about 3 struggles that your ideal customer experiences as it relates to your industry. And you just happen to have some resources to help them within your freebie. You can tell your followers to comment with what they struggle with and then you can slide into their DM asking if you can send over your free resource that should help them!

Number #2: This next tip is a really fun one particularly for newbie entrepreneurs. Join a few Facebook groups or other social groups where your ideal customer is hanging out. Spend a little time in each group providing value and answering questions. Once you offer value, you’ll start to identify people who could utilize your freebie. Ask them if you could DM them or provide the link (if it’s allowed in that group) in the comments so they can sign up to receive it.

Number #3: Leverage SEO. Use a service like Google Ads to research relevant and high-quality keywords within their Google Keyword Planner. This service is free, and you only need to sign up for Google Ads. You won’t be paying for anything though. Start churning out some keyword-rich content so that you can be placed higher in search engine results, and so that more online visitors can find you. Your content should also link back to your freebie so that you can actively build your list through optimized content. 

There you go! 3 things to consider before you grow your email list, and once you do, 3 ways to do it today. 

Need more help? Check out my 1:1, group and self-study offerings: https://christinagiordano.com/offerings/