Tuesday Tip: End the Year Strong With Marketing That Matters
1:20AM Nov 1, 2022
We only have so much time to market and I think what a lot of people do is they forget some of the things that are going to actually move the needle the most. Welcome to thrive by design, the podcast for ambitious independent jewelry brands, looking to profit from their products, get ready to make more and sell more doing what you love, without spending every single waking minute doing it. Hey, and if you're a creative fashion or product based business, I want to welcome you to the show. I'll be dropping big tips on launching, growing and scaling your business. So you can spend more of your precious time using your creativity to make money. You ready? All right, let's do this.
Welcome to this Tuesday Tip episode of Thrive by design. Hey there, it's Tracy Matthews here. I am super excited to be bringing you one of my favorite things. It's a masterclass a recap. So every year, around this time, somewhere pre holiday season, I do a revamp of my end the year strong with marketing that matters, actually, I would say for the last two to three years. Because I know we're in the holiday season and Things are hectic, we got a lot going on. And it's like make or break time, how are we going to crush it. And I want to give you just a couple of tips of things you should be thinking about or just a few ideas that you can be thinking about to make the most of the holiday season. Even if you just take one idea and roll with it, you will be in a good place, obviously, on the masterclass, I talked through these ideas in depth. So if you want to listen to that, we're going to have it on demand just for a couple of weeks by heading on over to flourish, thrive academy.com forward slash marketing that matters. So let's dive in to this quick recap. Now the first thing that I want you to do is to lean in to the things that are working now. Now, for about the last year, Rails has been a very strong component as well as video content on all platforms, because Pinterest, Tiktok, Instagram rails, these are all getting pushed out into the feed. So if you're someone who wants to get the most bang for your buck, I would highly encourage you to start using video content in your marketing and lean into the trending the trending opportunities on each of the apps. So right now, on Instagram where the majority of jewelry designers are spending the majority of their time, you must focus on reels. If you don't believe that this is still a true thing. I did an interview with Claire Mannheimer adorn to rise, who just actually talked to us a little bit about her experience in our momentum program. And over the last year by leaning into reels and following our strategies that we teach in momentum, she has been able to triple your sales and double her email list, triple her sales and double her email list. So if you want to go through my strategy on how to make reels, quickly and awesome, make sure that you watch that on demand version of the masterclass. Now, the next thing that I want to talk about are marketing strategies that are going to get you in front of your audience. So the big thing here is that we only have so much time to market and I think what a lot of people do is they forget some of the things that are going to actually move the needle the most. And if you're focusing the majority of your time on social media without leaning into your own remarketing list, meaning your email marketing, SMS marketing those things, and you don't have a content strategy of people that you actually have their information, where you can directly reach out to them, you might be missing a huge opportunity. So what I want you to be focusing on, especially right now all the way through the season is to be building your email list, and then sending more emails, then you feel comfortable with. send more emails than you feel comfortable with. I'd recommend if you have already have a marketing strategy that you're emailing at least once a week, but for most of you three times a week, and if that feels scary, because you're worried about opt outs or anything like that, what I want you to be thinking through is the lens of you know, if I want to get more sales, what do I need to do? I need to get in front of people more because you don't you don't really think about it when brands that you love are emailing you a lot right? And sure you might get some unsubscribes but this is the purpose of continually building your email list is so you're replenishing with new leads and getting previous buyers to buy from you a second time. And during the masterclass I share a case study from Karina Harris who basically replaced several $100,000 in revenue by emailing three times a week when she lost all of her shows during the pandemic it works. Anyway, the next tip that I want you to lean into is really SMS marketing and the here's the thing with SMS. Most people open their SMS is within I don't know five minutes of getting them and 98% of all SMS messages are opened and read. With that statistic being said, you Even though SMS might be a new thing for you to learn, don't you think that it's worth it to try because if you actually just started getting higher conversions, I know most of the people who we mentor and other brands that I've talked to who are leaning into SMS marketing, it is their most highest converting marketing tool right now. So platforms like clay, vo omnisend, SMS bump, attentive, they all use SMS marketing, or they all have an SMS marketing capacity that works in integration with email flows. So, this is a great way for you to reengage previous buyers, it's a great way for you to get people onto the list, offer discounts, deliver content, whatever it is, in fact, it works so well, that the majority of things I buy now, like when I'm buying online or through SMS texts, and I'm saying this for me, because I'm a shopper. And if you have shoppers on your list, you probably want to get that and have those same people. Now, the next strategy that I want to talk about is grass roots. And this is a great thing to start, right now. If you're trying to build your email list, or you're trying to get more sales for the holiday season, and you want to spread the word about what you're doing Lean into a grass roots strategy. I've talked about it a lot on this podcast. But what I want you to do is to make a list of as many people as you can think of send out an outreach, direct message, email, text message, or DM on social media, and send out some sort of personalized introduction, meaning like, Oh, I haven't seen you in a while or whatever. Obviously, these are going to be catered to each individual person, then you can templatized the rest. Here's what I'm up to. And I build my business on referrals. So if you have any one that you're shopping for through the holidays, or if you know anyone who might need gifts for people on their list, I love it too, if you would keep me in mind, and then you just have to be detached from the outcome. Because even if you've got a 10% conversion from that, that personalized outreach is really important because people want to support the people that they know like trust and love. So your friends and family and your personal network want to support you.
Now my next tip here is really about direct mail. Direct Mail is a strategy that is great to do in tandem especially I'm going to get just give you one of the direct mail tips that I talked about on the class, especially to thank people who have already shopped from you once to thank them for supporting your small business and asking them to actually buy from you again. So you can send out a direct mail campaign to previous buyers or your top buyers drop a little gift card in there for like 2030 4050 bucks for a certain amount of buy. Meaning they have to spend a certain amount to use the gift card and thank them or they can pay it forward to a friend. And the majority of people who have leaned into the strategy have had anywhere from a 20 to 50% uptake rate. I mean, obviously they're sending out like smaller campaigns, maybe 100 mailers, but it really, really works. And if you do this strategy, right by, you know, sending out a fold fold card with a gift card inside where it's something that they have to open. And it's not a postcard, it can work really, really well. We teach this in our momentum program. So if you want to learn more about the full strategy, that's a high level, I'm gonna tell you a little bit more about how you can apply at the end of this podcast. Now one other thing I want to mention here is paid advertising, it's not necessarily going to be the right thing for everyone listening to this podcast, especially if you're selling less than six figures a year. If you have a multiple six figure business, if you have a seven figure business, you're probably already running ads. If you're right at six figures, this is probably a good time for you to start thinking about it. Even if you're just below six figures. Let's say you're doing like seven, eight grand a month. That's great. And you can get started on ads, one of the first places that I would have you start would be with retargeting and lead gen ads. And the reason why this is important is you can retarget people on your email list. You can retarget people who are previous buyers. And you can also retarget visitors who have opted in to tracking and follow them around the internet. And it's a really powerful tool to get people back on your website. So those are my tips. Those are some key takeaways from our end the year strong with marketing that matters class. And I wanted to just tell you that at the end of that class, I announced a brand new traffic on fire accelerator that we're launching in the new year and I wanted to invite you to apply and here's the reason why this traffic on fire accelerator is designed to help Jory and Luxe product brands who want to be everywhere on the internet and to be able to use all of the channels that you're using for marketing in tandem. So we're going to be walking you through SEO, content, blogging strategy, email marketing strategy, and paid advertising strategy. We're going to be walking you through Google ads, Facebook and Instagram ads, tick tock and Pinterest and this is a great time for you especially if you're in that range where you can't necessarily afford to spend three, four or $5,000 a month on an advertising agency, plus a percentage of ad spend, and you want to get started on ads and do it yourself within your team. So if that's something that you're interested in getting started, we would love to support you. So head on over to flourish, thrive academy.com forward slash momentum now to fill out the application. If you want to learn more about the entire program, you can head on over to flourish thrive academy.com forward slash momentum, and check out the entire program right there. Alright, this was a little bit of a longer Tuesday Tip. We got to adjust in about 10 minutes. This is Tracy Matthews, signing off. Until next time, thanks for listening