Training Class With Brigit Esselmont, Founder of Biddy Tarot Housekeeping To ask questions: Please submit your text questions and comments using the CHAT Panel Recordings: Today s presentation is being recorded and will be uploaded to the Learning Hub & emailed to you within 24 hours Focus: Minimise distractions No chatting during class please Type your question here Or, post your questions to the Facebook Group or ask them in the Inner Circle Mastermind Quick Recap: Pillar #3 In Pillar #3, you: Discovered how to create meaningful and personal relationships with your community Applited the essential elements to captivate your audience with compelling content Mastered the online community trifecta social media, email newsletters and your blog Created an action plan for connecting across all community platforms 1
Activity #1: Last Month s Wins What were your biggest wins from Pillar #3 last month? What We ll Cover Today In Pillar #4, you will learn: Why marketing is NOT a dirty word for the Tarot professional and how to promote your business authentically The 5 'must-haves' for your professional Tarot website that will have your visitors coming back for more SEO without the "OMG!" Cost-free strategies to spread the word about your Tarot business online and offline How to leverage your professional networks and support each other's growth and visibility Activity #2: What energy can I bring to today s class? Draw a Tarot card and find out And share your insights 2
Guess What?! What is Heart-Centred Marketing? Showing up authentically and magnetically as yourself, without being dominating or manipulative Inspiring others to engage with you, without shoving yourself in their faces desperately trying to gain visibility Consistently connecting with your community, without completely burning yourself out What is Heart-Centred Marketing? Ultimately? It's about sharing your gifts with the people who value and need them the most 3
How to Authentically Market Yourself 1. Be yourself 2. Be useful 3. Inspire people to know, like and trust you Know Thyself Your Elevator Pitch I help [ideal client] achieve [result] to [benefit] Example: I help aspiring Tarot readers read Tarot with confidence and transform their life and others' through Tarot Activity #3: Your Elevator Pitch Create your elevator pitch: I help [ideal client] achieve [result] to [benefit] Brainstorm at least 10 different versions & choose your favourite (or test them with your community) Share it on your website, social media everywhere! 4
5 Must-Haves for Your Website 1. Email sign-up form Front page, side bar, end of blog post, website header, about page 2. About page 3. Your photo 4. A Buy Now button make purchases easy 5. Something of value and free Activity #4: Fast Website Review Have you got the following on your website 1. Email sign-up form Front page, side bar, end of blog post, website header, about page 2. About page 3. Your photo 4. A Buy Now button make purchases easy 5. Something of value and free If not, make it happen! Building Website Traffic Finding Customers Back to basics Where does traffic come from? SEO Social media Email lists Other websites Your own website Word of mouth 5
SEO Without the OMG For every page and blog post Decide what keyword you are targeting e.g. Tarot readings in Melbourne Brainstorm 5-7 different combinations e.g. Tarot card readings Melbourne, Melbourne Tarot readings, Melbourne Tarot reader, etc. Include the keyword (or variations) in the: Page Title Headings (H1/H2/H3) Content (once near the top and 2-3 times more in the body) make it natural Image 'alt' tags URL Meta description tag (write this for people not robots) SEO Without the OMG cont d On link building: The best links are not built, they are earned Avoid link building directories, schemes, etc. Create blogrolls to share other blogs, etc. Remember this: Only 61% of Americans use search to find a business SEO is not the be all and end all!! Activity #5: SEO Review Choose 5 of your key webpages Run through the SEO checklist to optimise for search engines >> If you want to go deeper, check out http://moz.com/beginners-guide-to-seo and implement 6
Reaching Your Ideal Client Who do you want to reach? Your Ideal Client Where do they hang out? Forums Social media (e.g. Facebook Groups, YouTube, Pinterest) Blogs Go there and be useful (no direct sales pitches!) Being Useful: Strategic Content Marketing Engaging and growing your customer base through high quality content Content marketing is an investment It requires strategic insight It targets users across the entire conversion funnel It should be held accountable to a standard set of success metrics It's a relationship building tool Generating Ideas for Content Tarotforum.net and other forums where your ideal clients are hanging out Ask your community Other blogs (don't copy) 1:1 emails and questions from customers/visitors Keyword research Success tip: Keep a notepad with you always to record your ideas 7
Blog ebooks Video (YouTube) Infographics (Pinterest or Instagram) Slides (Slideshare) Webinars or teleseminars Email series Content Types Activity #6: Content Creation Create 4 new pieces of content this month Choose your topic Choose your channel (blog post, video, etc.) Publish and promote your new content! Success tip: Repurpose your content. Take 1 piece of content and apply it across multiple channels Email Marketing 101 Cross-promote in the newsletter Send special promotions Have follow-up sequences At least 3-4 relationship building emails then a sales email Make it personal Have catchy headlines Have 1 CTA in bold per email Don't be annoying Segment your lists phase your offers 8
Activity #7: Review Your Email Marketing Strategy Create a 3-month email marketing plan What follow-up email sequences will you create? What new value will you add to your subscribers? What will you promote (remember, balance is KEY)? How effective are your emails? Think Open & Click-Thru Rates Expanding Your Reach: Networking #1 Rule of Networking: Offer help before asking for help Build relationships with other Tarot professionals, but also professionals in other complementary industries How to Network (Strategically) Online Guest posts Blog hops Editorial posts Interviews (via the blog, videos & podcasts) Cross-promotion share my content, I'll share yours Group events Affiliate programs and referral rewards 9
Activity #8: Start Networking 1. List who is in your current network 2. List who you want to be in your network 3. Identify how you can help each person 4. Get to know your new contacts 5. Collaborate! Success tip: There are 49 other budding Tarot business enthusiasts in the GYTBO group. Get to know them! What s next Complete your Pillar 4 Workbook Start marketing your business with website optimisation, useful content and networking Connect on the Facebook Group Join the Inner Circle Mastermind call 10