Building Your Service Based Business in 3 Easy Steps – Part 2: Marketing
In part 1, we discussed everything you need to know to get started on building your service based business.
Now we’re talking about to market that business. Because if you don’t have a market for you service, then you don’t really have a product to sell.
Today, you’re going to learn the 3 foundational marketing formats that will transform the way you reach your audience and sky rocket your conversions.
By the end of the episode, you’ll have a clear path forwared on where to begin.
What You’ll Learn:
- How to start a service based business
- Where to look for clients
- What a fishing hole is
- The basics of marketing services
- Opprotunities with teaching & coaching
and much more!
Electronic Dance Money Episode 021 – EDM Promo Lists & The Key to E-mail Marketing Part 1 – https://enviousaudio.com/episode21
Electronic Dance Money Episode 022 – EDM Promo Lists & The Key to E-mail Marketing Part 2 – https://enviousaudio.com/episode22
Electronic Dance Money Episode 047 – You Get What You Give with Björgvin Benediktsson – https://enviousaudio.com/episode47
Electronic Dance Money Episode 050 – Mental Health for EDM Producers and Maslow’s Hierarchy of Needs with Chris Graham – https://enviousaudio.com/episode50
Electronic Dance Money Episode #051 – Building High Converting and Well Designed Websites with Brian Hood – https://enviousaudio.com/episode51
Workshop – https://enviousaudio.com/workshop
Demio – https://demio.com
Zoom Webinar – https://zoom.us/webinar
Mailchimp – https://mailchimp.com/
Active Campaign – https://www.activecampaign.com/
Electronic Dance Money Booklist – https://enviousaudio.com/booklist
Affiliate Book Links:
The Go Giver – https://amzn.to/3pdcmFw
You Get What You Give – https://amzn.to/3qL8OKP
The Ultimate Guide to Google Ads – https://amzn.to/3qLxm6t
The Ultimate Guide to Facebook Ads – https://amzn.to/3hXmvVQ
Automatic Episode Transcript — Please excuse any errors, not reviewed for accuracy
Hey guys, welcome to electronic dance money, your number one business resource for making money as electronic musicians and producers.
Hello, what’s up everyone?
Hope you guys
are doing well today, wherever you’re at, things are starting to open up again, things are looking up, things are looking bright, super excited. And we’re gonna be jumping into this next episode. So the last episode I was talking about, we were going to be diving into promoting your service based business. And the the service based business we’re specifically talking about was teaching coaching. However, I felt like I could do a little bit more with this episode and a little bit more with this series in general. And so what we’re going to be talking about today is general marketing stuff, how to market your service based business. Now, workshops, doing workshops is going to be included in that because the types of services that many of us either currently provide or want to provide in the future will be high value premium products, in service certain mostly services, I should say. And so with that, like what we were talking about before, when you’re doing direct to market advertising, it doesn’t work out too well, when you have a product that is or service that is worth $300 can’t really just send people somewhere to purchase that. So you have to ease them in and gain their trust. So essentially, we are going to be talking about that. But the overlaying topic of this. The overlying topic of this episode is going to be specifically about just pure marketing. So we’re going to get into first exactly what is marketing, and then we’re going to break down the three most common marketing formats for you to utilize. Alright, so let’s get started. What the hell is marketing, marketing seems to be this kind of very vague term that a lot of people use for different meanings. There’s content marketing, there’s advertising, marketing, there’s email marketing, there’s a whole plethora of different ways you can actually market to people. So let’s just break down exactly what marketing is. So the goal of marketing, and this is where a lot of people fail and kind of fall short of what marketing really is, the goal of marketing is not to directly sell a product or a service. That’s just a symptom of good marketing, the goal of marketing is to find out what it is that your target market reacts to, in the way that you want them to. So they take an action with good marketing, when you’re marketing in the right format at the right place. So you have to essentially find out where that is. And what that is. This is why I talk about a lot of different ways to do marketing. We’ve talked about email marketing in the past, we’ve briefly touched on advertising, and we’re going to get into that a little bit more today. I mentioned the past, there’s there’s workshops, we’re also going to be digging into that today, as well. There’s podcasts for marketing, again, another episode we just talked about a few weeks ago. So you have to figure out where it is your target market consumes your marketing materials, that gets them to make an action that you want them to make. And in turn of that, you know, the symptom of that is going to be you actually either selling more of your service or selling more of your product. So with that in mind, you may need to do some additional testing and finding out like what what’s the best way to sell your service or your product. Now, I’ll say with teaching and coaching, the best thing is probably going to be something like a workshop. Again, that’s a very high tier high premium price product. And I essentially just a service, but the service is the product. So when I mentioned products, I don’t mean usually most of the time when we’re talking in this episode, I don’t mean a physical thing like how we were talking about a mug, you can do direct market selling with a mug, a Mother’s Day labelled mug that’s easy to do direct to market advertising on, I’m talking that is a physical product. I’m talking about services here. This is a service based business. The product is the service itself. So if I say product or I say service, don’t get the two conflated They’re one in the same the same thing, when we’re going through this entire episode talking about that sort of stuff. So you may depending on again, what your services, let’s take my current business, for instance, with mixing and mastering. And I talked about this in the last episode. And when we were talking about content marketing, you know, using YouTube, that is probably the best way to gain the most trust and get the most amount of leads is probably through creating YouTube content, teaching the things I know, when it comes to mixing, mastering using a compressor using reverb, processing, actually writing songs and writing, designing your own sounds like these are all things that I could use go giver marketing on, to create videos, build trust, and market my services all within the same platform. That is probably where I want to be. So why am I not there? Well, I’m not there. Because I’m doing this right now with you guys. This is all that my time. This is all that I have time to do.
At my current stage, so and this is what I like doing more than creating an editing videos. Honestly, I hate editing. And I’ll probably hire someone to do that. Whatever your service or your product ends up being, you need to find out is it YouTube, I should be on? Should I be doing direct market advertising? Should I be getting people on email list? How does your target market respond to the different marketing formats that you put in place and the different testing you do, you have to find what works well, and capitalize on that. Now with great marketing comes good testing, you need to test everything I’ve talked about this plenty of times, we talked about this in the episode with Brian hood. And we were talking about websites,
test test, test, split, test everything, especially copy. And that’s going to be very, very important as we get into the next parts of this episode. Because when you look at the bare bones of everything that we’re going to be talking about in terms of like the different marketing formats that you can use, they all involve really strong in good copy that people respond to and want to want to make the action that you’re wanting them to take. If you don’t have good copy, they’re not going to take the action you want them to take. So that’s going to become extremely important as we dive into that a little bit more. Now with that being said, let’s go ahead and dive into the three most common marketing formats that you’re going to see generally, when we’re talking about the services and products that we’re talking about, especially within our industry. So the first one is what I’ve talked about in the past, and I have not dove into as deep of a subject as some of you may wish I have. So and this is actually going to apply to even the producers who just have a song that they’re trying to promote, this will apply to you. Okay, so let’s talk about the first one, which is going to be PPC advertising or pay per click advertising. This is all of your social media ads. This is YouTube ads. If you go on to a lot of blogs, you’ll see the banners up on the top or even the left or on the bottom for different product advertisements. That’s PPC ads, Google ads. When you you know if you make a Google search for a service or a product, or sometimes even a question you’ll see at the very top sponsored ads, those are PPC ads. So it’s Pay Per Click ad, when someone clicks on the ad, the business that is running the PPC campaign is paying for that click, they’re paying for you to click on the ad itself. They’re not paying you. They’re paying Google, they’re paying Facebook, they’re paying whoever is hosting the advertisement on their website. But essentially, it’s getting someone to click on an ad. That’s that’s really to dumb it down. That’s all PPC is now there’s multiple different ways to target an audience. With PPC campaigns. with Facebook, you do a lot of target audience create. So you like create these different audiences within Facebook’s advertising platform. I’m sure many of you have probably tried testing this out. And so you pick all of your demographics, age, gender, location, what their interests are. And it kind of pools all these people together using Facebook’s algorithm. And then that’s how your ad reaches a specific target audience. Now with Google ads, it’s a little bit different Google ads, you’re actually doing keyword research and applying keywords to your entire Google Ads campaign. And with keywords, it’s essentially you you’ve got multiple different formats. structuring those keywords, you could do what’s called phrase match. So you can almost basically type out a sentence, or a common phrase, that’s a few words long. And people if they search, a specific topic, and you’re, you have some keywords in that phrase that would suggest to Google’s algorithm that when someone searches for a certain thing that will pop up. So if I, you know, if my keyword phrase is EDM, mixing and mastering and someone searches, how to mix and master EDM, that ad will probably pop up because I have a significant amount of keywords within that phrase that someone searched. Now, you could also do just individual keywords themselves. So you could just do EDM, though that’s very, very broad. So you’re going to get a large audience clicking on your ad that probably aren’t relevant. And so this is where negative keywords really come into play, when you’re talking about keyword research, and using keywords for advertising platforms is you can both apply keywords that you want to be searched that you that you want your ad to be searched on, or you can apply, which is even more significant. And the most important aspect of actually launching a PPC campaign through Google ads, which is negative keywords, what words do you not want your ad to pop up in. And your negative keyword list is almost always three, four, even five times longer than what your keywords are that you want your ad to actually show up. And because you want to make sure you get out you cut all the fat, trim all the fat, you don’t want anyone clicking on your ads and spending your money, but has nothing to do with your service or your product who’s not going to convert at all, and waste time on your website and possibly even screws up your analytics as well. So negative keywords when we’re talking about Google Ads campaigns, if you guys decide to jump into that, by all means go for it, just be ready to pay a stupidity tax because you didn’t do something right. And you have to pay for that. Make sure, by all means the most important thing you’re paying attention to are the negative keywords and that you’re continuously updating that list. When you see a search query or a search term that someone search that clicked on your ad that is not related to your product. A lot of the times what I’ll get when I start new campaigns for mixing and mastering is people searching like EDM mix 2018. Like they’re, they’re literally looking for a DJ mix. That’s not my target audience that is not at all who I want. So I have to be very specific with my negative keywords to cut that audience out. So they no longer click on my ads. There’s a great book by Perry Marshall called The Ultimate Guide to Google AdWords. And I think we mentioned it in the in Episode 50 with Chris Graham, when we were talking about mental health. But he’s got a second book as well, the Ultimate Guide to Facebook ads.
the thing about like, those are great, I think they’re great resources to read. There’s a lot of good content in there in terms of just like learning how to write copy, effective copy, knowing how to split test some things, however. And same with Facebook ads, the issue with these platforms like Facebook and Google and I’m going to get into this in just a minute. The issue with those platforms is the sheer fact that they’re so big and they change so much. It’s very difficult to keep up on and keep up with it unless you’re like constantly paying attention to this sort of thing. So you have to be when you’re running ads, you need to be on top of researching what’s new, and what’s coming on the platform. And here’s a little insight into why that’s important. So if most of you don’t know already, the new iOS 14 update for iPhones, put in a new security update to stop people from tracking data. Now a lot of people are very happy about the security update. I’m torn between it. I think it’s important to have control over your data. I think it is nice that they’re giving people the option to be tracked have their data tracked by you know, applications like Facebook or Instagram tik tok. However, the downside to it is is that it’s really destroying small businesses because a lot of small businesses rely on Facebook ads to track data from their audience and website visitors to do retargeting remarketing retarget marketing and That is now being eliminated with that update if people choose to eliminate that data. So what does this mean? Well, basically, now if you have an iPhone, when you go to a website, you’ll get the option almost like the cookies thing, or like, Hey, we accept cookies here to decline cookies, you now get the option to block your data from being tracked on a website. Now, when you have a facebook pixel set up, and we’ve talked about Facebook pixels in the past, especially about websites, when you have a facebook pixel set up, that is tracking users that visit your website, whether on mobile, or desktop, and if you’re it pulls them into your business Facebook account, and your marketing and your Facebook ads account, essentially. And it tracks those people for a certain amount of time. Usually, it’s up to about 180 days, which is six months. And so what that allows people to do is what I was talking about retarget marketing or remarketing to people, which means I can create a custom audience on Facebook for any of my website visitors when the within the last 180 days. So I know if someone went to my website and spent a certain amount of time, let’s say that they’re probably my target market, they are my audience, I need to market to them, I’ve got a product, I want to show them, I’ve got free content I want to give directly to them, it used to be that I could just set up an ad like that, and it would immediately get in front of those people. However, if you click that you declined to have your data track now with those iPhones. Or you even check it in your settings that you don’t want to be tracked, I can no longer get that data from iPhone users. And that’s a lot of audience that’s like a majority of people have iPhones. So that now eliminates a significant amount of people that I’m tracking and can actually retarget to so this has caused a damper on things Facebook has now implemented and we’re gonna get very, very nerdy in the technical stuff with this. Facebook has now created a whole new tracking system where you can essentially, you can only track one person once when they click through to your website for a conversion. So if they make an action, so and you have up to like eight different conversions that you can track, and you have what’s called a seven day click through window on that it used to be up to I think about 28 days for a click through window. And essentially what that means is you have up to the that specific amount of days to get all of your conversions. And so if I have a sales funnel with up to four different conversions, and I currently do with my email marketing campaign to get people to sign up with a free mixing checklist, and then within that, I’m trying to get people signed up for a workshop. And then I’ve got people sign up for a one on one mix critique and an additional conversion. So there’s four different conversions that I’m wanting Facebook to track. Now. It used to be I have up to 28 days for someone to complete all those now I have seven days. If someone converts by getting the free checklist and then sign up for the workshop and then sign up for the one on one mix critique is on day eight, that doesn’t get tracked. So they made it through the funnel I want them to make but Facebook can’t track that anymore. So it’s like that there’s just not enough data anymore. There’s not a lot of data. It’s very we’re we’re kind of being choked out on that data. So these are the things that you really need to pay attention to with these marketing platforms. Google Ads just removed a really significant keyword type, which completely changed the way ads are ran now. So there’s there’s a lot of changes currently happening happening with these PPC campaigns.
Now the reason why I’ve said I was saying previously to for you producers, why you can be paying attention to PPC campaigns and why they might be significant is I think I’ve mentioned this in the past promoting your tracks in cities that you want, you want to start playing shows and so you can start building up a following in that city. You know, I was also use this for getting people on your email marketing list sending out free tracks. There’s there’s a lot of ways that you can utilize PPC campaigns as just producers for singles that you’re putting out or even albums or if you’re doing merch, like there’s ways to do this. So this isn’t specifically just for service based businesses now where Google ads can get tricky, especially is if you’re in a very niche audience, or or I guess industry, and you don’t have a lot of keywords that you can use because then you’re just not going to get a lot of traffic Unique potentially be wasting your time. So that’s where like if Google Ads doesn’t work, there might be a space for you social media ads in terms of Facebook marketing, and running ads on that platform. And same with Instagram. Now, the issue with Facebook and social media ads is their what we call interruptive ads. So you’re quite literally interrupting someone’s entertaining newsfeed. So that is something to keep in mind where if you can make engaging great content for your ads, you’re more likely to seem less interruptive. And people interact with your ads more than not. Or I should say, interact with your ads even more so in a more positive light than a negative one. Also, with Facebook ads and social media ads, like we were talking about in the last episode, a lot of what that a lot of a lot of Facebook ads, social media ads are direct to market advertising. So we talked about this in the last episode, but I’ll go over it again, if you have a real this is the the mug idea that I brought, if you have a mug, it’s labeled A Mother’s Day mug, that cost $20. That’s a really easy product to sell on Facebook directly to a broad audience, they can just click on it, go to the shopping cart, add it, and then pay for it. It’s like a really straightforward process. And it doesn’t cost a lot. So it’s going to sell more than if you’re selling, let’s say a course and you a $300 course and you just send someone to your website with a cart for them to purchase that $300 product that they have no idea who you are, they don’t know if it’s going to work. There’s, there’s a lot of there’s trust that needs to be established before we can get to that point. And that’s what we’re gonna start talking about in just a minute. Now. Going back to that iOS 14 update that we were talking about making advertising more difficult. One of the it’s more difficult to now do retargeting advertising. But what you can continue to do is run Facebook video ads, and you actually get data from that to then retarget to that audience if they watch a certain percentage of the video or watch up to a certain section of the video. So you still have that benefit on your side where you can still retarget within the platform itself, but you can’t retarget from your website anymore. Or you still can it’s just you’re not getting quite as much accurate data as you would hope. So. Running videos are probably the best way to go when it comes to actually running Facebook ads. Alright, so let’s dive into the next topic, which is going to be email marketing. This is the second most common marketing format that you’re going to find out on the internet. Now I’ve done a number of episodes on email marketing, I specifically had a two part series back in had been about a year ago now. I’ll link those episodes, I think it was like Episode 22 and 23, maybe 21 and 22. I’ll link those in the show notes. But
email marketing is with just about any business giving you the opportunity to use go giver marketing. Now what if you’re listening to this episode for the first time or listening to this show, essentially, for the first time or haven’t gone in the back catalogue? Go giver marketing is this theory of business that is based off of this book called The go giver. And it’s all about just essentially giving with no expectations in return and giving away everything that you possibly can. Now what does this mean? This essentially means like giving a great free content to people and helping others out without any expectation. Because usually that karma, like effect does come back to play business play a part in your business. And I can attest that this works 100% This is how I run my business. It’s why I have this podcast. And this broad podcast itself has brought me a number of different clients. So go giver marketing is one of the best things to apply. Now we had bjorg Vin Ben Dixon on a few episodes ago to talk about his book, you get what you give, which is essentially the same business model of the go giver method but for MUSIC Studios. So I’ll link both those books strongly suggest you get what you give since it’s the book is built. Within our industry of music, the music industry, and you will actually be supporting someone who’s a guest of the show. So check out that book 100% worth it. I’ve read it a couple of times. And it’s, it’s just, it’s fantastic. So, email marketing gives you that opportunity to teach valuable skills and lessons while still promoting whatever product or service it is that you’re trying to sell. So you gain that trust that you need to get when you’re selling a high premium product to people within this whole email marketing format. MailChimp is one of the best email marketing services that you can use for this specific type of marketing in terms of the sales funnels. Now I will say I think active campaigns, another really awesome when I think you can automate email marketing in that as well. But I know MailChimp just came out with a new service for their paid subscription, that you can completely automate an entire series. So my current email marketing campaign for my workshop has this massive web of emails of like over 90 different emails that could possibly be sent depending on what you do. So if you don’t open up a certain email, then within a couple of days, then you’ll get sent a follow up email for that previous one. And then if you open that one up, then you’ll go down a web like, and it kind of branches out sending all these different follow up emails, if you don’t open specific ones in sends you down a very specific path. So it’s a really nice unique tool that you can automate. And it just runs everything in the background. And if you can get a high converting ad to get people signed up on your email marketing list, then it just runs itself. It’s really fantastic setup. So this is the other thing when it comes to actual actually running, let’s say Facebook ads, you can do that direct to market advertising, when you’re getting someone to sign up for an email list, because you should be offering a specific free source or product, whatever it is to get people signed up. It’s a lead generator to get people signed up on your email marketing list. So you have to find out what is your lead generator, what is going to start collecting leads to get into the sales funnel, to then get to your service or product at the end of the day that you’re going to then pitch to them. So for me, it was a mixing checklist, you get this mixing checklist. And then in the email campaign,
we go over that mixing checklist, step by step each one of the steps in that mixing checklist over a number of days. And at the bottom of every email, you’ll see though, I’m still promoting my service. So the very last email you’ll get in that entire series is the email for the actual service itself. But Previous to that, I’m still promoting the service at the bottom saying hey, by the way, if you want to learn more about this topic, I’ve got a workshop. And this is in case anyone doesn’t get to that last email, at least I’m still putting that out there. If they read it, they know about it, if they want to join it, they can right away. But ultimately, at the end of the day, they will get the last email which is promoting that workshop for them to join for, again, additionally free, because what I’m selling is a high tier product. And I really need to build that trust. So those emails are building the trust the workshop, they get to hear me and me teaching a live lesson in and answering their questions. So they get a more personal one on one experience, and building that trust even more. And then I go into a one on one mixed critique with them, where they get personal time with me for about 20 minutes meet me face to face, where I can then pitch my services even further. The the key though, when we’re talking about this email, marketing campaign,
whatever, whatever type of email marketing marketing campaign, you’re going to be running. The key thing about it is that you need to make sure you’re getting the right target audience within the funnel. If you don’t have the right audience, it’s all going to be wasted and you’re going to be sitting there going, Why isn’t anyone signing up? Because you don’t have the right audience. In that actual funnel, you need to make sure and this goes back to your Facebook targeting. Make sure you’re targeting the right people. You know, you don’t want to be target. If you’re, let’s say doing teaching and coaching for EDM producers. You don’t want alternative rock bands to sign up on the email list and start getting your emails or sign up for the workshop. That just doesn’t work. Alright. The third and final format that we’re going to be talking about which is the one that I’ve been alluding to See this whole time, which is workshops. I mentioned it in the last episode. So let’s dive into workshops. Right now, the key thing about workshops above all else, is it gives you the opportunity of both providing value like we were talking about with email marketing, but also gaining that immediate trust. When you’re teaching a thorough topic to someone in an hour, where you’re speaking to them one on one, you’re answering their questions, they get to see you hear you and learn about what your professional in, that instantly gains their trust, you’re getting that trust that you need in order to sell that product to them or that service. There’s a fine line you need to ride between being able to market this product and service and not being too salesy, or you don’t want to sound like a used car salesman, there’s an art form to this. So the best thing you can do is do some research on the best way of setting up workshops. But we’re going to be talking about what you need to have in a workshop almost like a template for a workshop, a majority of workshops are primarily used to teach a lesson about a bigger topic. So they take a smaller portion of that bigger topic, they teach that as free content, usually it’s the best piece because it provides the most value in in turn giving instantly getting that trust. But essentially, they’re mostly used for selling high tier premium products, like we’ve talked about things that cost up words of like one to $2,000, you would want to get their trust within that workshop and show you know what the hell you’re talking about. And you’re the best person for for them, or whatever product you’ve created is the best thing for them. Because of A, B or C. This is why you’ll see a ton of like works, or I shouldn’t say courses that are built around workshops, or I should say workshops are built around courses, at the end of most workshops, you’ll get sold a course. And usually it’s like half off on the course, because you attended the workshop because they’re trying to get that sale immediately. So let’s talk about if you’re creating a workshop, what should be included in that workshop itself. This is a general workshop template, I definitely suggest if you guys are running a workshop, do some research on it. It’ll help you out significantly. But this is essentially how my workshop is set up and how it’s set up by doing research and learning from others who have ran workshops. So the first thing you’re going to want is essentially an introduction of what the workshop is about. Who is it for? Who is it not for? Why are you running this workshop. And usually the content in the workshop needs to be something of high, high high value that you’re willing to give away for free. That people at the end of the day are like this is amazing. What more do they have? You want people to leave the workshop thinking? If that was his free product? What the hell is behind the paywall? That’s the key it because if you can get people asking that question, they will have no thoughts on what the prices they want, whatever it is that you’re selling. Along with that after the introduction, you have to have an About section explaining who you are, what you do in your credentials, there needs to be some backup behind who you are, you need to be able to say with confidence, you know what the hell you’re talking about, and you have some credentials that can back that up. If you don’t have any credentials, then you really need to double down on killing anyone’s doubts and like really just teaching something extremely valuable until you can get those significant credentials.
A lot like some my credentials, both come from the people that I know and I’ve worked with, and also might reviews. So if you can kind of in the reviews help backup my credentials, because I don’t have a crazy amount of them. I’ve got a couple of very significant people that I’ve worked with personally and have done work for. And so to reinforce that even further, I show Okay, look at these people who have given me high ratings that love the service that I’ve provided. So it kind of adds some reinforcement, and it kills the doubt that they may have in me. And so this is going into the third part of that which is you need to kill any doubt, destroy them. If they have any objections you need to upfront, put those out before you get started in the actual content. And they’re either going to have doubts or objections about the content of the workshop or who you are. And so those credentials should kill those doubts right away. But then you can back that up afterwards of saying like, like, essentially killing the doubts further with whatever slide you’re using. Additionally, they may have some doubts about their own ability to either do whatever it is that you’re saying, or get the product or the service that you’re talking about. So you have to figure out how to kill these objections and kill these doubts, the sooner you can kill those, this, the the longer, they’re going to stay in the workshop, and the more likely they are going to actually gain your trust. And at the end of the day, make whatever call to action that you have at the end of the workshop. Now, going into the fourth part of the actual workshop itself, you have the content, the lesson, the bulk of it, this is where you’re teaching, whatever the hell it is, you’re teaching. And this is where you’re gaining a lot of that trust and providing a ton of that value. Once you’re done with that lesson, going to actually giving them a call to action. Remember what we talked about with Brian hood as well. Always have one call to action. Don’t say go follow me and go to my website, follow quote, request form. And you can also purchase this here, no, no, no, no, one single call to action for me, go sign up for this one on one mix critique, I’m going to sit with you one on one, listen to your track and tell you what you need to work on in your mix. So find out what your call that if you’re selling a course, it’s to go purchase that course maybe for a discount. If you’re teaching coaching, it’s to go sign up for them to do teaching coaching, or maybe you’re going to do a free consultation for teaching and coaching with them, or you’re going to the first hours free.
you have to have this call to action at the end. And then once you have that call to action, you’ve put everything in place, start a q&a, start talking to people and answering any questions they may have to then build that trust even further and get them to make that call to action. Zoom has a new workshop feature two, I think that was started like last year or something you can do workshops within zoom, though I think demio is better d m io.io. demio is fantastic. That’s what I use for my workshops. It’s or sorry, I think it’s DM i o.com. That’ll be in the show notes. But demio is fantastic. Because it’s built just for workshops and webinars. One of the best resources I would suggest using is demio. Very straightforward, easy to use, and really high quality, especially when you’re getting people to sign up. So when we go over everything we’ve talked about, and we review it all, we actually have a very clear sales funnel set up here that you can start to utilize. So you can start setting up either advertisements for people to sign up on your email marketing campaign, and then promote your workshop in that email marketing campaign to then build trust further. The issue here is that the sales funnel is much longer, it takes a lot longer for people to go through the funnel. Or again, you can do direct to market advertising with just to get people signed up on your workshop. Again, that’s still free content, valuable free content that people might want to go, just immediately go sign up for this free workshop. That’s the best way to market your service based business. If it’s a high premium product like mixing, mastering, or possibly even teaching coaching a course, a majority of what we do is going to be a high premium product. And so we need to, we need to market that as such a soundpack is not going to be high premium product that’s probably around 3040, maybe $50 that you can sell direct to market straight to a cart that someone can fill up. But when we’re talking about these specific services that we’re talking about in this episode in the last episode, but you know with teaching coaching, the workshops can be the best way and doing these different sales funnels with either just an ad running to the workshop or an ad rain to the email marketing campaign, the and then the email marketing campaign, ultimately leading to someone signing up on the workshop and then either then booking something with you after that workshop, that’s going to be the best route to go. When I talked about testing at the beginning being the best thing for marketing. This is what I’m talking about here, test everything you can test the different call to action at the end of your workshop. Do they either sign up for a free 20 minute consultation or do you immediately try to get them booked then in there. If you try to get them booked then in there, the sales call stuff might be a little bit different, but later on selling and we’ll talk about that with specifically like my one On one mix critique, we’ll talk about what that looks like actually running a sales script in a sales call, how you can sell without sounding like you’re selling. There’s an art form to that. And we’re going to get into that. But you need to be testing the different ad copy or sorry, you need to be testing the different copy in your email marketing campaigns, on your ads on your workshop signup page. Even within the workshop itself, test how you can write different things, add different images, do different things to get people to be more attracted to whatever it is you’re promoting, or marketing and want to engage with that content more than they previously were, or others previously, were. So that is it for today’s episode about marketing. In the next episode, we’re going to be going into sales, we’re going to be talking about actually selling we’re going to be talking about sales calls, and how to sell your product without sounding like a used car salesman, because that’s not what we want to do. I’m sure all of you can imagine you ever doing that. And it sounds horrible. And so that’s why I’m going to teach you how to kill the cell how to destroy sales get really, really, really good at selling, and not sounding like a used car salesman. So that will be the third part of the series. And I think it’s going to wrap it all up. And you’ll have the perfect platform of how to set up your service based business market that business and how to actually sell it to
to someone as a product. Thanks for hanging out today guys. If you want to check out my workshop head to Envious audio.com slash workshop. I’ll also have all of the show notes with all of the links to everything we talked about at Envious audio.com slash Episode 54 Oh my god, I can’t believe we’re at Episode 54 already. This is fucking crazy, guys. Thanks for hanging out with me. I appreciate you being here along for the ride. The show has grown so much and it continues to grow. And I can’t wait for the next episode Episode 55
we’re going to be getting
into sales. I’ll talk to you guys later.
Want to help support the show? Leave a usefull review of the podcast, and let me know what you think!
A Day In the Life of a Tour Manager with Aleksey WeymanAleks is back on the show to talk all about what it's like being a tour manger! Last time he was on the show was in 2019 when he talked about his record label Storytime. Today, we're getting into his life as a...
How Retargeting Can Help You Reach a Wider AudienceJust the other day I was talking with a friend and a client about a pretty successful ad campaign she had run for one of the tracks. We eventually got on the topic of Facebook Ads, audience building and Facebook...