Helping From the Heart and Looking for a Dream Team - 30 Day Blog Challenge - Days 17, 18 and 19

by Debi Auger

Day 17 Challenge: "What three steps can you take to build trust and credibility online for you, your brand and your business?"

Day 18 Challenge: "What does your dream sales team look like and how will you ensure they help you build your business?"

Day 19 Challenge: "Which methods do you want to use to build your platform and increase your influence?"

Day 17: My Three Steps to Build Trust and Credibility Online

As I've mentioned before, this coaching business was a happy accident. I started it because I was helping artisans with their businesses and truly enjoyed it. I've been teaching, coaching and mentoring for almost 30 years and, at this point, it's second nature to me. As it began to take up more and more of my time, I couldn't continue to do it for free. I had to decide whether to drastically reduce the time I spent on it or turn it into a business.

I knew I wasn't going to stop... probably wouldn't have cut down either. So, I decided on a business and Awaken Dreams Success Coaching was born (although originally aWAEHQn dreams Success Coaching and currently being re-branded). I determined that, if set up properly, I could make it financially viable while still giving loads of help for free. So that's what I've done.

I focus on 3 main areas to build trust and credibility for myself and my brand online:

     1. My personality and ethics

     2. My content

     3. My social media presence

My Personality and Ethics

I love having my own business and the fact that I get to decide how it's run. I take great pride in personally taking care of my customers and clients. I am the face of my brand. So I allow my personality to shine through, let people get to know me and I enjoy getting to know them.

It's important for me to be honest and professional, but also to be approachable and make business fun!

It's such a blessing to be able to follow my code of ethics and treat my customers and clients the way I feel they deserve to be treated. I don't have anyone with more authority in my business than I have, so it's a "my way or the highway" situation and I'm happy with that.

No matter what division of my business I'm working in at any given time, I make it a point to do incredible work and over-deliver for my clients. I'm happy when my clients are happy and I do my best to make every single one of them truly happy with their product, experience service and results.

In my coaching business, I really "champion my peeps" as they like to say. I'm passionate about what I'm doing. I believe in what I'm doing. I'm doing it because it's what most fulfills me and because I want my clients to make a living doing the work that most fulfills them.

My Content

Setting up an actual coaching business meant having something to sell in order to make it work. So I have products and programs as well as one-on-one coaching packages (and many more of them in the works!).

But, by setting up a Multi-Faceted Monetization Plan™ for my coaching business, I'm still able to deliver tons of content for free. I do most of that here on the blog with articles and tutorials.

I aim to always provide valuable information, so I watch what's being discussed and asked about in groups, forums and while I'm out and about on social media. I also do surveys and have a standing invitation for my community to let me know what they need.

I've done a bit of guest blogging. I was honored to write a feature article on The Suitcase Entrepreneur, be featured on the JigsawBox Blog, and interviewed about Branding Tips for Solopreneurs by Sandy Sidhu at SidekickPM.

I'm looking for good places to do more guest posting once my re-brand is finished (don't want to confuse new visitors) so I can widen my reach and help more creatives who want to own their own business. This will become an area of focus as I prepare for upcoming launches... 1 program later this month and an ambitious THREE for the new year!

My Social Media Presence

I also spend a considerable amount of time amongst my community on social media. I love the interaction and it's a great way to be helpful and find out how I can best be of service.

I do surveys and polls. I answer questions on my blog, on Facebook and via email. I actively seek out questions I can answer in groups on LinkedIn by scanning through my alerts every day or so.

I comment on blog posts I read and enjoy, and then share them with people I think would also enjoy and benefit from them. I share industry news with my community to make sure they know about important happenings that impact their businesses... whether positively or negatively.

I love to promote handcraft artisans and the amazing work they do. I encourage people to let me know about their businesses. I do shout-outs to community members on Twitter and on Facebook (on my personal profile and on my Awaken Dreams and Designs by Debi business pages). 

In 2011, I held a fabulous 13-day "Exploring Handmade" Online Holiday Shopping Event on my Designs by Debi blog featuring over 50 talented artisans.

And I'm about to start a new feature here at Awaken Dreams to celebrate creative entrepreneurs on a regular basis. Exciting news to come so watch your email (and if you're not on my newsletter list, get on it!)

Day 18: My Dream Sales Team

My dream sales team would include clients who are so happy with the progress they've made and transformations they've experienced that they shout it from the rooftops, tell everyone they know, give me great testimonials and recommend me to their fellow artisans and creatives.

It would also include respected colleagues whose communities include my target market and whose readers, clients or customers could benefit from the information and services I provide.

The first thing I need to do to enlist their help, is to ASK for it. (Yes I know, I really do need to work on this.) 

I'm also putting an affiliate system in place to reward them for their efforts. And, when it comes to product launches, I'll have all the materials possible to make it super easy for them to promote my work and launch, and earn commissions.

How About You?

Do you have a sales team? Think you can't have one? If so, you're 100% WRONG. I have one for Designs by Debi. 

First and foremost, I always make the effort to not only deliver on my promises, but to OVERdeliver and make every customer's experience with me memorable. 

My customers are a special gift to me and I let that show in how I work with them. I believe this is why most of my business is custom design work that comes to me via referrals from past clients and even friends of past clients who "heard how pleased their friend 'Suzi' was with my work."

I also have a Referral Program and I tell my customers about it in the email I send with their shipping and tracking info. The funny thing is, they never seem to want to use it! They tell me, "Oh no I'm happy to recommend you because (insert joyous revelation here). You don't need to pay me for it!" 

I'm extremely blessed. I have amazing customers and clients, and I get to do some really awesome, meaningful work because of it.

Think about ways you can get yourself a sales team by incorporating ideas like this into your own business and share your ideas or questions with me in the comments below.

Day 19: My Methods To Build My Platform and Expand My Influence

We have an overwhelming tendency to compare ourselves to others and, I think because it's so easy to do, we do way too much of it. This can be so detrimental to your business. It can literally get you stuck and bring your progress to a grinding... and likely emotionally painful... halt. 

I know because I've been there. And it required a whole lot of work on my mindset to get me past it. I'm not saying I never do it; I'm not perfect. But I acknowledge that doing it puts me in my own way so I'm careful not to let that happen.

You need to remember that when you do this, you're comparing your INSIDE to their OUTSIDE. You don't know what's going on behind the scenes of their life and business. You just see the polished, seemingly perfect outside that's projected to the world.

As Natalie says, comparing yourself to others is "like comparing apples with pumpkins – two entirely different types of food that have come through completely different growth phases to turn out how they have!" 

We are all unique and have our own overflowing supply of awesomeness to unleash on the world.

But it's so hard not to compare yourself to others. I often look at others online and dream of the day that my message will reach that many people around the globe. And try to quickly snap out of it and remind myself that I need to keep moving forward if I want to get there! No more comparing.

I'm so passionate about my niche of artisans and creatives though, and want so much to help each one of you create a lifestyle business... a business doing what you love that gives you the lifestyle that you want. And it seems to take so long when you want it so badly.

I'm doing my best to accept that baby steps are fine, knowing my incremental progress and increasing interaction with my community is helping me build a solid foundation. I work hard to increase my value and reach more people every day.

Elevating the Status of Handmade

Building my platform and increasing my influence is a high priority for me. I'm not only interested in doing this for my benefit. I'm on a mission for my clients. In addition to having a positive influence on artisans, I want to influence the world. I want to...

      • bring unique creative artisan work to the forefront of people's minds

      • elevate the perception of handmade

      • increase the value society places on handcrafted goods

      • and acknowledge the talented people who put their heart and soul into what they do

I have so many plans in motion to help artisans and creatives create what I call "Boutique Brands" to help accomplish these objectives.

Our economy is still a mess and I believe that it is small businesses like ours that are going to pull us out of it. There's never been a time with more possibilities to chart our own course than what we have right now. I'm passionate about helping people do that; about making a difference.

Learn More, Help More

I love to read and learn. I usually read at least 24 business books each year, sometimes as many as 6 in a month; as well as countless numbers of blogs, articles and other materials every week. It helps me stay on top of things, gain new perspective, inspires me and allows me to increase my value to my community.

I've come to terms with the fact that I'm technically an infopreneur and online marketer (Psst... like it or not, you're an internet marketer, too!) and I'm working to get better at it.

I still wish I could wave a magic wand and help every single one of my peeps achieve their dreams right now. But alas, I have no magic wand.

I do, however, have a whole lot of determination so I'll get there. We'll get there... together!

Much Success,

_______________________________________________________________________________

I'm writing this post as part of Natalie Sisson's 30 Day Blog Challenge during which I'll follow the path she's laying with inspiration and challenges for daily blog posts. I hope you'll enjoy coming along on this journey and share your own in the comments every day. If you'd like to participate in the challenge on your own blog, just click one of the links here and you'll be taken to the page with all the details. 

Share your thoughts...

Getting Serious Artisans Comfortable With the Business Part of Business Part 1: Marketing

by Debi Auger

So you love what you do and you think maybe you want to turn this hobby of yours into a business. You're not getting the results you had hoped for with Etsy. You're tempted to dip your toe in with a website all your own. You're excited. You're scared. You're hesitating. You're letting yourself get intimidated by terms like "content marketing" or maybe just the thought of marketing itself has you all up in arms.

It's ok. That's what happens when you're about to take a big step and there's a world of uncertainty ahead.

But, if it's ok with you, I'd like to remind you that there's a world of POSSIBILITIES ahead, too! You see it's all a matter of perspective... and your perspective matters. Henry Ford once wisely said, "Whether you think you can, or think you can't... you're right."

Soooooooooo... do you think you can? You're taking the time to read this article so that's a step in the right direction; in the I-think-maybe-I-CAN direction. Good for you! I think you can, too :)

Some Truth About Marketing

Marketing doesn't have to be all icky, sleazy, used-car-salesman-like, ya know. Now, don't get me wrong, marketing is not an option; it's an absolute necessity. You MUST be able to ask for the sale. You won't make sales otherwise. But there are plenty of ways to market your business that are well within your comfort zone.

You've more than likely got a craft show or two under your belt so let's start there.

Translating Craft Show Success to Your Online Business

Some of the things that help you at craft shows can be translated to your online business. There's obviously no way to make up for people being able to touch, hold or try on your work at shows. The closest remedy for that is excellent quality images of your product. That alone will make or break sales for you. So, if your images aren't all that great, you should work on that first. No matter what you do or where you sell online, if your images suck, you will not be successful.

Two other major factors in show success can also be taken advantage of online. 

Nice To Meet You

People love to meet the artisan whose work they're buying. And although it's certainly not as good as meeting you in person, an About page that really shows your personality goes a long way. And yes, you must have a photo of yourself on it. There's no way for buyers to make any kind of personal connection with you online without it.

Tell Me a Story

The other thing that often helps sales at shows, especially on higher-priced pieces, is their story. Do you find yourself telling stories about your work at shows? about what inspired you to make the piece? the meaning behind it? what it represents to you?

This can be done very effectively online! You can tell the story of your work on your About page... or even make a page about your craft. I have both an About the Designer and an About the Jewelry page on my Designs by Debi website.

You should also take advantage of your product descriptions to tell each piece's story. The story makes an emotional connection with a buyer because it resonates with them in some way. It's those emotional connections that are going to make the sale.

Think about yourself. Why do you buy things that aren't a necessity? Why do you need to have that painting or necklace? Because it speaks to you in some way, touches you in some way, makes you feel a certain way. Right? Make that happen for your customers.

So Let's Talk About This Marketing Stuff

Yup, we're gonna poke the bear. And you're going to see that that big ole marketing bear just isn't that scary. 

Here's the problem: The most critical thing for any small business is consistent marketing and it's the one thing small businesses, especially artisan businesses, neglect more than anything else! 

Yikes! We need to fix that!

Traditional Marketing

Traditional marketing is "transactional marketing." It's focused solely on making the sale and the exchange of money. This is probably the kind that makes you feel all squirmy just thinking about it right? Well, that's ok. I don't like it either. I'm not much of a hard sell kinda person. I never hovered over people in my booth at shows. At first I couldn't even believe I was starting a business that was going to require selling stuff! 

But I realized some things after I did. So read on and that icky feeling will go away. Promise.

One of the biggest things that will help you is to know that there are many types and components of marketing. 

Of course, the sale and money is ultimately what you want if you're selling things, whether it's handcrafts or anything else. But as an artisan you're going to find Relationship Marketing much more appealing.

Relationship Marketing

Relationship Marketing includes everything you do from making a prospect aware of your work to turning them into raving fans. It takes into account the long-term value of a customer and puts the focus on customer satisfaction and retention, rather than on a one-time transfer of money.

The introduction of computers and especially social media have made this type of marketing much easier, more widespread and much more effective than it could be before. You have many more ways and opportunities to have personal contact with customers. 

This is also another opportunity you have to differentiate yourself from your competitors. It's a chance to personalize things for your customers, co-create with them and really make emotional connections with them.

Visual Marketing

Visual marketing involves, well, visuals. And since you're an artisan and us artsy, right-brain types are very visual, this should start you off in a comfortable place.  

Visual Marketing is creative marketing campaigns and anything you do to grab attention for your business or brand.

It includes all kinds of online and offline solutions that you can use very easily to promote your artisan business. Here are some visual marketing ideas:

          • websites and blogs

          • HTML newsletters

          • graphics and infographics

          • videos

          • podcasts

          • brochures, flyers and post cards

          • banners and posters

And, of course, any kind of swag with your logo, business name or art on it would be a form of visual marketing also.

Personality Marketing

Personality marketing is something I also hope will come natural and easily to you because it's probably the best way to differentiate yourself from your competition. This is all about being yourself.

Let your personality shine through on your website and in your writing. You'll stand out as unique... there is only one you after all. 

You'll resonate with people, attract the right people to you, inspire them and make sales.

Bottom line: Be genuine and honest. Be likeable and approachable. Be real. Don't try to be all things to all people and don't get crazy about being all "PC" and not offending anyone. 

Just be YOU! 

You're passionate about your work and you care about your customers. So let it show!

Content Marketing

Content marketing is basically the creation and sharing of media and includes written, audio and video content. 

It's not overt selling, but rather a means of communicating and engaging as a mechanism for building awareness and trust with your target audience. You use various means to be helpful, provide value, tell a good story, inspire them and let them get to know you and your business. 

It's not only about sharing your work. There are tons of ways you can add value and interact with your customers...

          • share your work

          • share the inspiration for your work

          • show them your process

          • let them see your work area where all the magic happens

          • write helpful articles related to what you create and sell

          • give them ideas of how to use what you create

          • give them instructions to care for what they purchase from you

          • teach others how to do what you do

This post on copyblogger.com is excellent and it includes an infographic guide called the Content Marketing Media Matrix for Small Business that showcases all the various types of content that you can incorporate in your artisan business marketing all the way from the easiest (social media) to the most complex (interactive gaming).

Social Media Marketing

Social Media Marketing should be somewhat comfortable for you, too. I'm sure you have a social media presence somewhere and I'm willing to bet that you're already engaging in this to some extent. 

One important thing to remember in this age of social sites sprouting like weeds is that you DO NOT have to be on every social media site. It's most important for you to be where your customers are. Don't spread yourself too thin. It's very easy to get overwhelmed with social media.

But it's also a superb marketing tool for your business. It works all the way from building awareness to making the sale. And you can engage with people for free! Of course I don't suggest getting carried away... it does cost you time!

The biggest platforms right now are Facebook, Twitter, LinkedIn, Google Plus, YouTube, Pinterest and Instagram. 

LinkedIn is really a business site, but as a business owner, you should have a presence there whether or not your customers are there. It gives you a place to interact with other artisans and entrepreneurs and, if you fill out your profile and keep it up-to-date, it's a great online resume that can help people find you.

Pinterest is a fabulous platform for artisans. It's very visual so it lends itself well to showcasing your work (another reason to make sure you have great images!). If you pin an image with a price, it also shows up in the gift area. And, studies have shown that Pinterest shoppers are spending significantly more per checkout averaging between $140-$180 per order compared with consistent $80 and $60 orders for Facebook and Twitter shoppers, respectively.

Facebook can be a great place for engaging with fans, customers and other artisans and businesspeople. You have your personal profile to interact with people. If you want a business presence on Facebook you should also have a business page. And there is a huge variety of Facebook groups that could be useful to you as well.

And there are many, many other social media sites that could make sense for your business. It depends how useful they are to your bottom line. You'll have to try them and test your results.

Email Marketing

Email marketing is essentially another form of content marketing. By including engaging content in your newsletters, you can drive readers to your website, interested to see what else you have to offer.

Email marketing will usually have one of two basic purposes:

          • advertisement or other offer

          • keeping in touch

You can put a graphic ad or other advertisement into a mailing to your list if you've created something new, have a whole new product line or if you're having some kind of sale or special event.

Email is the perfect way to stay in touch with your list and encourage repeat business by helping you be "top of mind" when they need what you offer.

Not starting an email list is one of the biggest mistakes artisans make, but it's a critical piece of your business plan. It gives you an audience to sell to and is an asset to your business. 

One great way you can use email and newsletters is to make it a VIP experience for your customers. 

          • Let your readers be the first to see your new work and have a chance to buy it.

          • Offer them special bonuses.

          • Hold subscriber-only sales and events.

          • Share special content with them that you only send to your list.

          

Use it to enhance relationships and build loyalty with your business.

Promotional Marketing

I saw that. No eye-rolling! I know, seeing the words Promotional Marketing probably brought that pit in your stomach feeling, but it really shouldn't. It does include advertisements of course.

But it also includes some FUN stuff like special events, contests, coupons and free samples! 

All your visual marketing tools are also promotional in nature and those are pretty painless.

And, since the easiest business to get is repeat business and the second easiest is referral business, great opportunities lie in loyalty and referral programs. They give you an opportunity to reward customers and I know that's something I always enjoy doing!

Have I Changed Your Mind?

I hope that I've convinced you that marketing doesn't have to be a dirty word. On the contrary, it can be an interesting and fun way to engage with your peeps! 

And I think you'll find that the most genuine and helpful interactions will not only be the easiest for you, but also the most beneficial to your artisan business.

Intrigued? Want to learn more? 

Be on the lookout for my Create Your Artisan Business Success Plan Program launching soon where you can figure out your what, why and how and plan the path to your dreams. 

One of the things I teach in the program is my Relationship Marketing Hourglass™ so you'll learn about even more kinds of marketing you can put to use. Not only that... you'll finish the program with a business plan, monetization plan and a marketing plan for your business. 

Click here to get on the list so you'll be first to know when sign-ups open and take advantage of early-bird pricing ;-) 
(You see what I did there?)

So what's your biggest marketing challenge? And what are you going to implement in your business after reading this post? Tell me in the comments below.

And if there's something you'd like to see in other parts of this blog series, let me know that, too!

Share your thoughts...