BROADCASTS.com

b'In This Episode:\\n\\n\\n\\n* How social media marketing expert Andr\\xe9a Jones balances two different marketing strategies for her agency and for her membership community* Why she prioritizes feelings when it comes to positioning and messaging* How she incorporates social media marketing into the larger context of a sales campaign* Why promotional content isn\\u2019t all that useful for building an audience or finding customers\\u2014and what\\u2019s working instead\\n\\n\\n\\n\\n\\nSome of the most successful business owners I know spend absolutely no time on marketing.\\n\\n\\n\\nThey have social media accounts but they\\u2019re for posting images about vacations or family or hobbies.\\n\\n\\n\\nThey have blogs but they largely sit dormant.\\n\\n\\n\\nThey have email lists but never send any email.\\n\\n\\n\\nThey don\\u2019t have massive advertising budgets or a marketing team that takes care of it for them. Their businesses are simply designed to work\\u2014to thrive\\u2014without the playing the games we\\u2019ve come to associate with marketing in the 2020s.\\n\\n\\n\\nThe topic we\\u2019re covering this month is always a crowd-pleaser.\\n\\n\\n\\nWe\\u2019re talking about building an audience.\\n\\n\\n\\nExcept that\\u2026 we aren\\u2019t really going to be talking about building an audience at all.\\n\\n\\n\\nTruth be told, I chose this topic about halfway through 2020 knowing that people love to hear about all the ways people work on attracting followers and building their email lists.\\n\\n\\n\\nBut the more I thought about what I wanted to cover this month, the more I realized this month needed to be about shedding light on some of the most pernicious shoulds & supposed-tos that exist in the small business world online.\\n\\n\\n\\nSo we are going to talk about building your audience, but we\\u2019re going to juxtapose that with the reality of how marketing\\u2014or more specifically, finding customers & clients\\u2014work in businesses that are booming.\\n\\n\\n\\nAnd that\\u2019s exactly where I\\u2019d like to start.\\n\\n\\n\\nThere\\u2019s a difference between building an audience and finding customers or clients.\\n\\n\\n\\nAt one point in the recent history of the social web, these 2 actions might have been one and the same. But today, the conversation about building an audience has become detached from finding customers or clients.\\n\\n\\n\\nBuilding an audience typically looks like working the algorithms by figuring out when to post to maximize likes, what types of media receive the most engagement, and which hashtags to use to broaden your reach.\\n\\n\\n\\nBuilding an audience has mostly been removed from the context of finding customers.\\n\\n\\n\\nSure, the conversation might start with identifying your ideal customer\\u2026 but it quickly devolves into chatter about Reels, and Stories, and stickers, and the best ways to promote your business.\\n\\n\\n\\nThe prevailing narrative assumes that every purchase is the result of a long and drawn-out journey from haphazardly discovering something you post, to hitting the \\u201cfollow\\u201d button, to signing up for your email list, to attending a webinar, to finally considering buying from you.\\n\\n\\n\\nHere\\u2019s the thing: I can\\u2019t say that I\\u2019ve ever bought an information product or contracted a service that way.\\n\\n\\n\\nI don\\u2019t want to speak for you here\\u2014but my guess is that the majority of your purchases don\\u2019t follow that pattern, either. Instead, you buy because a friend recommended something or because you h...'