Are You Marketing to the Right Audience?

Your business exists to solve your clients’ problems. Being able to do that effectively and in a unique way, will guarantee growth in your business. However, when we miss the mark, we don’t see the business growth we want.

So how do you know if you’re marketing to the right people?

The Foundation of All Good Marketing is a Customer Avatar

I know… I sound like a broken record, but everything revolves around your customer avatar. A customer avatar is a description of a single person who is the ideal target for your marketing. This is your business love connection who your product or service is perfectly made for.

Even if you’ve already identified your avatar, remember that it’s a work in progress. From time to time, look at the data and update your avatar to make sure you’re still marketing to the right people in the right way.

Once you have a solid idea of who your customer is, ask yourself, “Do my service or product offerings help them to solve a specific problem?” The best products and services are those that save time, money, or work. And we as EventPreneurs do exactly that.


Customer Feedback Is Key

Another way to tell whether you’re marketing to the right people is to go out and get customer feedback. Keep the lines of communication with your audience open and interact with them wherever possible to gain an understanding of how they view your company and its services.

There are many methods for getting feedback from your customers. You can run surveys on social media, hold focus groups through webinars, interact in social media groups, and reach out to customers individually at key points in the buying cycle.

If you listen well to your audience, they’ll tell you exactly whether your products and services are a good match for them.

Tips on Targeting Your Market

Segment Your Market. You might have different offerings for different categories of audience members. In this case, it might help to segment. You can create two or more customer avatars and market your products accordingly. This a great option for those who offer a mix of done for you services and done with you.

Narrow It Down. You may face issues because your avatar is too broad. Don’t be afraid to be specific. The more you can narrow each segment down to one individual, the more focused your marketing will be. Many fear they will lose business by being too niche, but we see that this isn’t true time and time again.

Try Different Channels. You may have the right market but you’re using the wrong channels to reach them. Find out how your audience likes to discover new products and services and where they hang out online. Not everyone is on Facebook or Instagram, but are they on LinkedIn? Invest in marketing in the channels your audience follows. This could also mean offline channels.

Your business can’t be all things to all people, nor should it be. Instead, you should focus your energy on only those people who need your product or service.

Who is your target market and how do you stay in touch with them?

Getting Clients Marketing

5 Easy Ways to Use LinkedIn Content to Generate Floods of Leads for Your Business

Hello #EventPreneur,

Let to talk about how to use content to generate leads for your business on LinkedIn.

If you’ve been in business for any length of time, you’ve definitely heard the phrase “content is king.”  While I do believe his queen is context, content isn’t the only thing to help build a business and generate leads it is an important part of it.

[bctt tweet=”Here are 5 easy ways to use content to generate leads for your business on LinkedIn. #EventPreneur” username=”@mahoganeyjones”]

Here are 5 easy ways to use your LinkedIn content to generate a flood of leads for your business.

  1. Publish articles at least twice a week on LinkedIn publishing platform. These articles give you a wider and specifically targeted audience to tap into. Articles are indexed by search engines boosting your organic visibility, visitor traffic and more relevant leads. Be sure to add a call-to-action to a freebie within the article.
  2. Posting and Engaging in Groups Discussions.  Who doesn’t love networking! Provide members with the answers to their questions, create discussions and debates and use it to position yourself as a leader in your niche
  3. Sponsor your most valuable content, allowing you to get into the LinkedIn feeds of others who will find your content valuable.
  4. Share content created by others, legally of course. Use curated content to build a resource, how-to or post other information that prospects can use and share, bringing in more connections.
  5. Take advantage of the tagging feature when posting in groups. Tag companies or individuals you want to engage. This not only grabs their attention but the attention of others as well.

Want even more tips on how you can easily use LinkedIn content to build your business leads? Check out the EventPreneur Club’s 5-Day LinkedIn Client Attraction Blueprint Course. I’m here to help.

Getting Clients Marketing

Why EventPreneurs Focus on One Goal at a Time?

As most EventPreneurs do, you probably take on too many goals at one time. From business goals to client event goals – when you have too many goals, it will weigh you down, making it harder to see any one of those goals EFFICIENTLY through to the end. How do you balance the expectations? The best way is to narrow down your goals to just one and give it all of your focus and motivation. See it through before you start on the next.

[bctt tweet=”The best way is to narrow down your goals to just one and give it all of your focus and motivation. #EventPreneur” username=”@mahoganeyjones”]

Prioritize Your Goals

A common objection is, “But my business has multiple goals. I can’t just focus on one.”

Focusing on one goal doesn’t mean giving up the rest. For planners, we absolutely can’t give up on the amount of business and event goals we have. What it means is focusing on one for the time being, and putting the others on the backburner for now. “For now” could be just this week or the next few months. The important thing is that you’re focusing.

Prioritize your goals by importance. Take a look at everything you’re working on now. I don’t mean client projects, what marketing projects are your working on. (Hint: That blog post may not be the most pressing task.) Which of these projects or campaigns will have the most positive impact on your business when it’s completed? This is the one to focus on. Remember to also keep in mind your resources. You may have an important goal but lack the resources right now to carry it out.

Working Towards Your Goal is a Learning Experience

When you focus fully on one goal, you will inevitably learn valuable lessons from it. This is especially important for small business owners or solo entrepreneurs with little experience marketing a business. As you work towards your goal by trying various marketing strategies, you’ll learn along the way which work and which don’t, and how to carry them out effectively. You can use this knowledge for future goals.

For example, you may decide to write guest blog posts in order to drive traffic to your site and spread awareness about your event business. Once you get started, you realize that you could write an email template for sending inquiries. The template explains who you are, why you’re an expert, and how your content could enrich the person’s blog. This saves a considerable amount of time allowing you to send out more inquiries, which leads to more blog posts.

This is the sort of thing you may not have learned if you were bogged down with several goals or strategies at once.

One Goal and One Marketing Strategy

If you want to really focus and get results, try focusing not only on one goal but on one marketing strategy as well. As the guest blogging example above illustrates, choosing just one strategy allows you to learn, streamline, and hone your skills. You can then add this strategy to your arsenal of techniques that you’ve used before.

Many event professionals still sing the praises of multitasking, but any time management expert will tell you that, more often than not, it kills productivity and leads to burnout. Instead, the key to success is to narrow down and focus, and then move on to the next.

What marketing strategy are you focused on right now?

[et_bloom_inline optin_id=optin_1]

Business Foundation Getting Clients

Stacking Your Efforts for Explosive Growth

We’re coming to the end of our 7 day challenge to use business planning to create explosive growth in traffic, customers, and most importantly income.

Much of what we’ve discussed so far has been actionable steps like writing down your goals as well as mindset pieces like stepping out of your comfort zone. Today is all about putting together everything we’ve discussed so far and combining it into something that can give you that explosive growth you want.

You see when you use the basic concept of exponential growth to your advantage, it doesn’t take very much progress in any one area to see big results. We briefly touched on this idea back on day three when we talked about increasing traffic, subscribers, and customers to add to our bottom line. Today we expand on this whole idea in a few different ways and tie it all back into setting goals and business planning in general.

The idea is to make progress on your goals and stack them in a way that gives you leverage. What does this all mean? Let’s say your first goal is to grow your current part time income by $500 a month so you can quit your day job. Following the example in the previous blog post, you come up with a way to get that done by growing your traffic, subscribers, and customers. Since you were able to then quit your day job, you have more time and energy to put into growing your business. You set more ambitious goals and add another $2,000 to your bottom line. Instead of taking everything out in profit, you decide to continue to work on this leverage idea.

You set aside $100 a month to play around with Facebook ads to see if you can turn that into a profitable income stream. You take another $200 to start outsourcing some of the ongoing tasks that hold you back. You hire your first VA and now you’re really making progress. This in turn gets the attention of a fellow eventpreneurs in a related niche who wants to work on an event together. Do you see how this works?

One goal builds on the next and they all work together to generate exponential growth. Of course this is just one little example. This can work in a number of different ways and will of course differ from one business to the next. My point is this…

If you start to think strategically and keep one eye on your next few moves, you can start to stack your efforts and engineer that explosive growth in a lot less time than you may think. Try it!

How do you plan on stacking your goals? Leave a note in the comments so we can support you!

Business Foundation Mindset

Step Out Of Your Comfort Zone for Growth

Can you think back on a time of real growth, be it in business, in your personal life, or anywhere else? I would almost bet that you had to step out of your comfort zone for that growth to happen.

[bctt tweet=”Yes, we can make progress by doing what we’ve always done. BUT it will be slow and more importantly, by staying within your comfort zone, you are limiting your potential growth. #EventPreneur” username=”@mahoganeyjones”]

Yes, we can make progress by doing what we’ve always done. BUT it will be slow and more importantly, by staying within your comfort zone, you are limiting your potential growth. It’s when we step out of that zone, try something new, take a bit of a risk, and allow for personal and professional growth that we start to see big changes for the better.

Let’s say your goal is to grow your reach and get out in front of a new audience. What you’ve done so far, and what feels comfortable is writing a blog post a week and then sharing it on social media. Yes, some readers will find you. Yes, if you double or triple your efforts, publishing more posts per week and sharing more often across all your social media accounts, you will see some growth and engagement. But you’re staying in your comfort zone.
What if instead, you used the time you would have spent writing another blog post or two per week and promoting it on Facebook, you took the time to write a guest blog post for someone else’s blog with a bigger reach? What if you sat down and recorded a fun and informational video that you can then share on YouTube, embed in a blog post, and of course share via your favorite social media outlets? What if you used the time to set up and test a Facebook ad that continually sends new leads into your funnel? If those things are new to you, that may seem like a pretty scary strategy. But getting uncomfortable and doing it scared can have some huge rewards.

[bctt tweet=”Getting uncomfortable and doing it scared can have some huge rewards. #doitscared #eventpreneur” username=”@mahoganeyjones”]

Writing and submitting the guest blog post can give you a lot of added exposure by allowing you to get in front of an established audience. Consider submitting an article to Event Manager Blog, Style Me Pretty or other blogs that your potential clients read. It also gives you the change to start a relationship with other industry bloggers that may lead to other opportunities and collaborations.

Another idea is to record a series of videos to reach a completely different subset of your target audience. There are plenty of people who prefer video content to written posts and articles. There are people who spend hours each day watching YouTube videos or IGTV who would never stumble across you and your blog otherwise.

Spending money on paid ads can sound like a scary proposition, but once you crack it and find something that converts well for you, you will get a steady stream of new leads in front of you without any added work.
There’s something else I want to mention, just in case I don’t have you convinced yet that getting out of your comfort zone is something you should be doing regularly. You won’t stay uncomfortable for very long. After recording those first few videos, submitting a couple of blog posts, and spending those first few dollars on ads, you start to get comfortable with the processes. Before you know it, they become second nature and yet another tool in your marketing tool belt. Once that happens, you know it’s time to explore some other marketing strategies and ideas.

Business Foundation Managing My Business

How To Work Backwards To Set Your Business Goals

Today I want to share my thought process for setting SMART business goals with you.

[bctt tweet=”Start with your money goal and work backwards from a financial goal to daily to-do lists. #eventpreneur” username=”@mahoganeyjones”]

I like to work backwards from a financial goal to daily to-do lists. Here’s how that works. It always starts with a money goal. It helps if that goal has a meaning beyond the dollar figure. For example, let’s say that I want to buy a new event furniture in my inventory. The payment is around $400. To account for things like taxes and just to be safe, I’ll bump the goal up to $600. In other words, I need to add an extra $600 (or more… more is always better) to my monthly bottom line. Once that’s done and I am seeing that level of income on a regular basis, I’m ready to order my new event furniture.

Once I know how much money I have to make, I start to think about different ways to do just that. I could find more clients for one or several of my existing services. For example, if I have an onsite coordination package, I would have to make 1 extra sale per month. From there I can work backwards. If I know that on average one out of 10 email subscribers buy the service within the first month of signing up, I need to add 600 new subscribers to my list, which in turn takes 4,000 new visitors to my site. If that’s my plan, I know that my daily to-do list needs to include plenty of action steps to ramp up my traffic by an extra 4,000 people per month.
Of course that’s not my only option. I could also create an information product or eBook each month and sell it to both my existing and new subscribers. I could create a higher priced item so I need to make a lot more monthly sales to reach my $600 goal. For example, if I create a nice $10 product, it would only take 60 sales per month to pay for the inventory.

Now I have a concrete goal to work towards which is signing one new Onsite Coordination Package per month. My daily tasks will include things like creating content that includes an offer to join a discovery call to book onsite services, a short report about why onsite coordinators are needed to build a targeted sub lists of people interested in event coordination in general. Then I start driving traffic to the content and the opt-in offer and start mailing regularly about onsite coordination. I may even craft a short autoresponder sequence to create an evergreen funnel.

Of course that’s just the tip of the iceberg. I could approach previous clients to answer questions for an interview style post, or even do a webinar, all of which would of course promote the service. By thinking outside the box and putting in some time and effort, it won’t take me long to get that one new client per month that pays for my new event inventory payment. Because I really want that new inventory, I’m going to be motivated to get it done and grow my business by those extra $600 per month. In fact, chances are great that I’ll overshoot the goal by several hundred dollars and be able to start gaining rental income I can continue to grow month after month.

How will you work backwards to reach your money goal?

Business Foundation Mindset Professional Development

Why You Have To Write Your Business Goals Down

Throughout this 7 Day Challenge on setting business goals, I’ve mentioned the importance of writing said goals down. That isn’t just because it’s easy to forget. There’s a lot more to it and there are some very important reasons why you have to write them down. Today, I’m sharing my thoughts on this to hopefully inspire you to write down your own goals going forward. By the way, this works for any type of goal, not just the business ones.

[bctt tweet=”Writing your goals down makes it 10 times more likely to succeed. #eventpreneur #goalsetting” username=”@mahoganeyjones”]

The simple act of setting a goal, even if it’s just in your mind, doubles your chances of success. That’s a pretty big deal in itself, isn’t it? If you take it a step further, and actually write those goals down, you’re 10 times as likely to succeed. Read that last line again please. That’s right…you can increase your chances of making it by 1,000%. That’s mind-blowing.

There are a few different mental and psychological processes going on here that start to give us a glimpse into why it is so important and effective to write our goals down. The first is that it’s a lot easier to remember something that we’ve written down. You’ve experienced this first hand with your grocery list. When you make a mental list of 10 or 15 things, you’re likely to forget about half of them when you get to the store. If you write out the list on the other hand, and then end up forgetting it on the counter, you will remember the vast majority of the items you needed. This is explained through the fact that information has to be moved from one area of the brain to another to turn it from thoughts into written words on a page. A process called encoding is also involved. All of this helps you retain and store the information better. It’s the reason we’re asked to take notes during lectures in college.

Last but not least, when you write down your goals, you have something you can review regularly. This adds another layer of cognitive processing and increases your chances of success even further. Sadly, only a very small percentage of people make the time to regularly review and evaluate their goals. The ones that do are some of the most successful and highest achieving people out there. In other words, it’s something we should do as well.

To recap, start by setting smart goals (or revisit the goals you set on day one and add a few more details). Write them down in as much detail as possible. Set aside some time to review them regularly. This could be weekly, or even daily. Give it a try for this coming quarter. Set yourself a goal. Be specific. This could be something like securing one corporate client by the end of the quarter or adding an extra $2500 to your bottom line by the end of the month. Decide by when you’ll reach your goal and how you plan to get there. Write it all down and look at it every morning. This will help you stay on track and make time in your busy day to work on making progress towards your goal.

This post is part of our 7 Day Business Planning Challenge. Sign up at any time to make sure you don’t miss a daily prompt!

Business Foundation Getting Clients

Increasing Traffic, Subscribers & Clients To Boost Your Bottom Line

Throughout this series, we’ve been talking about the secret to business success and measuring your growth. Now to the good stuff!

To grow you income, you need more clients. That in turn means you need more people to sign up for your list. Where do these new subscribers come from? You get them by increasing the traffic to your site.
[bctt tweet=”To grow you income, you need more clients. #eventpreneur” username=”@mahoganeyjones”]
Some of the things to focus on and track are:

  • Getting more traffic from varied sources. This should always be a priority and something you work on regularly. Track your growth as you move along and keep an eye out for fresh new ideas to boost your traffic.
  • The next focus should be getting more subscribers. As you start to get more traffic, your list will start to grow, but don’t stop there. Tweak your opt in-forms to increase conversion. Create a new lead magnet to get the attention of a different sub-group of your target audience. Set up a few dedicated opt-in pages and start driving traffic to them. Do what you can to continually grow your list and pick up speed in the process.
  • The third piece of the puzzle and where things get interesting is turning those subscribers into clients. You want the subscribers to spend money with you either by buying your products and/or services, or through your affiliate links. There’s a lot you can do to grow your bottom line once you have traffic and subscribers figured out. Consider offering more products. Raise your rates. Find complimentary event services and/or products to offer to your subscribers. Finally, work on your funnels to ensure they are optimized.

The real power of this approach becomes apparent when you start to look at how these three things work in synergy. By getting more and higher quality traffic, while improving your opt-in rates, and creating higher prices products with sales funnels that convert well, you can quickly make a huge difference in your bottom line. Each of these elements alone will help, but by combining them, you will start to see exponential growth.

Let me illustrate this with an example. Let’s say you start out with 100 new visitors per day. 10 percent of them sign up for your mailing list, which comes out to 10 new subscribers each day. One of these people buys one of your products at $10.

Now let’s see you double your traffic. With nothing else changing, you go from making $10 per day to $20. But what if you can also improve your opt-in forms and get to a 20% conversion? You also create a few more products and each of your customers ends up spending 3 times as much as before. When we add all that up you go from making $10 per day to 40 new subscribers each day which means 4 new customers. If each of them spends $30 shopping around in your shop, you end up making $120. That’s a pretty big bump from $10 while still only requiring you to double your traffic. Pretty impressive, isn’t it?

Your turn! What will you focus on?

Business Foundation Managing My Business

What Gets Measured, Gets Done.

Welcome to the second post in our 7 day challenge to help you rock 2019. If you missed the first one, you can find it here.

As you begin to plan for 2019, it’s important to stop and look at where you’re at right now. We know that “what gets measured, gets done. I like to remind myself to track the metrics that are important to me and the EventPreneur Success Club and ignore the rest.

[bctt tweet=”If you don’t know where you’ve come from, you don’t know where you’re going. ~ Maya Angelou #eventpreneur” username=”@mahoganeyjones”]

Business planning for future success is all about data. You can work most efficiently and spend your time and money most effectively if you know exactly where you are starting from. By recording data, you can start to see what’s working, what isn’t, and what trends are starting to play out. And it all starts with recording where you’re at right now.

First though, let’s take a look at some of the data you want to record and how you want to record this information.  You can write it down by hand in a notebook, open up a word document to do it digitally, or use a spreadsheet. I prefer a spreadsheet because I have the option to have it calculate fun additional information like weekly and monthly averages and even map it all out in graphics to help me get a clearer picture.

There are a few things, however, that most business owners will want to track. (Click here for a list of 6 KPIs that profitable eventpreneurs watch.)

Traffic – To grow you need to expand your reach. That means getting more traffic, but also engaging the people that come to your site by encouraging them to click around and read more. Good things to keep track of are total visitors, unique visitors, bounce rate, and of course where the traffic is coming from.

List / Subscribers – Your next goal is turn your traffic into subscribers. Here you want to track total number of subscribers, conversion rates for each of your opt-in forms and pages, open rates for your emails, and also unsubscribes. As you start to collect and review this data regularly, you’ll get a much better picture of your subscribers.

Clients – Subscribers are great, clients are better. Start by keeping track of how many total customers you have and how many purchases per day, week, and month. Other good numbers to look at are total lifetime value of your average customer, repeat purchases, and refund rates.

Income & Expenses – Last but not least, look at your bottom line. This is your typical accounting data. You want to keep track of your income as well as your expenses. With those two sets of numbers, you can easily calculate your overall profit. I find it helpful to look at profit for the month, but track income on a weekly basis.

Yes, you can look at most of this data in various different places like Google Analytics, your shopping cart, and your autoresponder service for example, but it’s important to have it all in one place. This makes it much easier to connect the dots and see the relationships between the different sets of numbers.

Now that you have your initial data collection set up, make it a habit to update the numbers regularly so you can see what’s working, what isn’t, and how much you’re growing as you move through the coming months and years. Even better, set reminders in your calendar to check your data weekly, monthly and quarterly.

Business Foundation Managing My Business

Why Business Planning Is The Secret To Success For 2019

Do you set aside time regularly to plan what you want to do in your business?

Business Planning Secret
If it’s not something you currently do, I strongly encourage you to embrace it for the remainder of this year and watch the transformations. Setting aside time at the beginning of each quarter, to plan out what I want to achieve in the coming 90 days has been crucial to my own success. During this 7 day challenge, I want to share some of what I’ve learned and what I’ve found helpful with you (so do subscribe if you want to follow along).

[bctt tweet=”Business planning is “the secret” to success.” username=”@mahoganeyjones”]

Let’s start off by taking a look at why business planning is “the secret” to success. There are a few different factors that come into play here. The first is efficiency. When you go in with a clear plan, you can focus on what’s most important. Instead of spending time trying to figure out what you should be working on, what pieces of the puzzle are missing from your product funnel, or what you need to do to break through to the next income level, you know exactly what needs to come next.

As we’ll explore in a future blog post, with a clear goal in mind and a plan for the year, it becomes easy to walk backwards to create effective and efficient daily to-do lists. Work on what needs to get done each day and you will reach your goals. Don’t have a plan for keeping track of your goals? Make sure you grab our 90-Day Business Planner to help you plan your goals.

[bctt tweet=”Make sure you grab our 90-Day Business Planner to help you plan your goals.” username=”@mahoganeyjones”]

Next, setting a big goal for yourself helps you think outside the box.  As your planning your next 90 days, decide on a big income goal for the coming month. Write it down. Keep it in front of you. Then get to work and start to notice what happens next. You start to think of things that didn’t occur to you before. You come up with creative ways to get more traffic. You decide to run a fun promo that adds dollars to your bank account. The same happens when an important deadline comes up unexpectedly. Think back on that client event that you knocked out of the park, or the last time you had 4 months to plan an event that you should have had a year. You got very creative about your event management and project management skills respectively.

A well-drawn up plan is probably the best tool I know of to allow you to tie everything in your business together. Make sure you grab your journal to get you started!

Last but not least, let’s talk about the subconscious. So far we’ve been focused on what we are actively doing to make progress by making a plan, setting goals and following through. There’s another dimension to all this and that’s what’s going on in our subconscious mind. While we are busy plowing through our to-do list, cooking dinner for the family, and even sleeping, our subconscious mind is working towards those goals as well.

In short, planning and setting goals is important because it helps you grow faster. That means you end up with more money for yourself and your loved ones while spending less time tied to your desk.