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Marketing Made Easy - with Lynette Williams [Podcast Ep 10]

Apr 20, 2020

Does the word "marketing" scare you? It scared me too! Good news though, you're probably already doing it right and don't even realize it. Listen in as Lynette breaks it down for us.

  • Instagram hashtag secrets
  • What marketing really is
  • How to train the algorithm to bring your audience to you

Lynette Williams is a homeschooling mother of 3 and the founder of Holistic Business Company.

Her passion is to ignite women and mothers to want more and do more with their lives and fulfill their dreams.

She has built her brand around relationships and utilizes Social Media to build her network, and she teaches other female entrepreneurs to do the same.

Get your Next Level Client Attraction Workbook here

Speaker 1 (00:06):

I'm Janessa McKenzie and I help entrepreneurs mindset, messaging, visibility to unapologetically show up building. So how do you build your brand from the inside out? This is the elevate podcast.

Jenessa (00:24):

Everyone. Welcome back to the elevate podcast. I am here today with Lynette Williams from holistic business company. She is, um, social media. It helps a social media marketing and coaching for female entrepreneurs and helps them identify and attract their ideal clients online. Hey, Lynette, what's going on? Hey Janessa, how are you? Love. I'm lovely. I'm lovely. How was that? How are you holding up in this crazy world we're living in right now? I don't know what day it is. I don't know what time it is. Does that answer your question? Sounds like a lot of us at this point, right? Oh, that's funny. I woke up today. I'm fabulous. Yes, exactly right. That's exactly it. We woke up today. That's like the grateful thing. Ah, everyone's healthy and we're still, we're still moving along, right? Not exactly. Alright, so today we're going to talk about marketing and um, so Lynette is a, you know, genius in her own right.

Jenessa (01:42):

So she's going to talk to us about marketing and I'm going to tell you right now that I, ah, I don't like it. I don't like marketing and, and I'll tell you why I think I don't like marketing is because I don't quite understand it. Like I don't know how to get clients and I don't know how to get customers. I know how to build my audience, but when I hear marketing one, I see dollar signs, right? So like paid marketing, like I just, I see dollar signs like, Oh, marketing means I have to spend money. That's totally a story I'm telling myself. But this is why you're here, Lynette, to to tell us, tell us what marketing is.

Lynette (02:26):

I love it. I love it. You could see my face and how big I'm smiling right now because you're cracking me up. So marketing is a relationship between two people.

Lynette (02:39):

That's all it is. Marketing is just you telling your story to somebody else. Think of it as having a cup of coffee with somebody and they're sitting across the table from you. What would you talk about? How would you entertain them? How would you communicate? What would you share? That's marquee. It's funny that you say that you went into this with, I hate marketing because I'll tell you my biggest challenge, my biggest fear is sales. Like I am all about being your best friend. Aye. Well sit there and chat you up till kingdom come. But like I don't want to talk about money. I don't want to have that barrier to entry of helping you. Like what you said about marketing, how you just like hear dollar signs. Mm. That makes me feel so icky because I'm all about helping people and I think that's what draws me to social media for marketing in comparison to other ways that you can market yourself.

Lynette (03:37):

Why I chose social media is because it's free. Huh? That's very interesting, right? It's not always free. I mean you can pay to market yourself on social media, right? But you don't have to, there's no barrier to entry if you don't want there to be one. Right? Facebook is free. Instagram is free. Facebook business pages free. Facebook creator studio is free. So you're saying that marketing yourself as just having conversations with other people about what you do, right? Yeah. And telling them how you can help them. Yeah, but it's timing too, because you can have the solution. But what if the person you're talking to isn't ready for it? Right. You can't help them. So it's a timing. It's not only do they have the need, do they have the want? Do they have the desire for you to help them? Right. So how do we find the people that have the desire?

Lynette (04:39):

That's marketing baby. Okay. That's where you, that's it. That's right there. That's exactly it. You find them. How do you find them? You got to think about who you want to work with. You got to think about the characteristics. You got to think about their hobbies, what they like. Heck what they look like. Because that goes a long way because, um, if you think about somebody who's got blonde hair, they might have different needs and hair care. So if you're like a product in your, you know, you deal with haircare, you probably are going to know the different chemical compounds of somebody who's got blonde hair versus red hair versus Brown hair. Cause I know from my hair specifically, I don't know what it is in it, but I know that red hair is missing some type of chemical that makes our hair naturally like super dry.

Lynette (05:22):

I mean my hair is like the Sahara desert. The only thing that makes it even close to being somewhat greasy or shiny or whatever it is, if I literally dumped olive oil in it. Right? So even what your customer looks like is marketing, right? So knowing who are target market is. Yup. Yeah. So tell us more about that. How do you find your target? Like how do you, um, I don't want to say find, but how do you define them? How do you define them? Okay, that's a great question. So you define your target audience after you have fully examined who you are, fully examined, your list of qualifications, what you're super good at, how can you even help somebody, right? Then once you've answered that, then you have to look at who can you best help. So you have to align your strengths with somebody else's weaknesses.

Jenessa (06:29):

Perfect. And you have to be able to solve whatever problem they have with your service or product.

Lynette (06:37):

Exactly. And then you'll know who you're looking for. You're looking for the person that has this problem that needs you to solve this thing. Right. And then how do you find them? If you're on Instagram, you're using hashtags. If you're on Facebook, you're looking in Facebook groups.

Jenessa (06:54):

Yeah. So talk to us more about that.

Lynette (06:58):

Okay. Uh, so I really, I really, now that I learned more and taught myself how to use hashtags, it has changed the way that I look at Instagram. It's really almost, I think it's easier to discover new people on Instagram than it is on Facebook. Because of the hashtags. You can directly go into hashtags on Instagram. You just hit the little, you could do a search, hit the little tags, and then only hashtags are gonna come up.

Lynette (07:31):

So you can find accounts specifically inside hashtags, which makes it so much easier because you're already filtering out people.

Jenessa (07:42):

Yeah, that's great. So you know, I, I understand how hashtags work, how hashtags work. Mmm. And I know that hashtags are kind of like free marketing on Instagram. Exactly. No, but can you go in a little bit more depth of like how, how you would find the right hashtags?

Lynette (08:06):

Yes. So there's all that, there's all kinds of like, you know, like 19 letters and this, that and the other. I say keep it really simple. I say, and it also depends on where you are. If you are just starting out, you might struggle to think about hashtags beyond somebody whose career, like beyond those really specific super descriptive ones, like what they do, right? Like are they a copywriter, are they a photographer, are they a virtual assistant?

Lynette (08:37):

Right? So the easiest thing to do would be if you start there, go into those hashtags, but then when you find a post that you resonate with, and also my recommendation would be when you're going into these hashtags, don't just look at the top posts. Click over to the most recent so that you're staying current. So you're looking at the most recent posts, the top nine in this hashtag open up their posts, look at it. If it's one that you really enjoy that you react and comment to, take a snapshot of the hashtags that they're using to give you ideas of where to find more people like that. If you've been in business for a while and you already have appliance that you adore, that you love, that you want to find more clients like yeah, follow their account, like look at them, see what hashtags they're using and find actively find more people like that.

Lynette (09:30):

In the beginning you're going to have to do some legwork as far as finding your right audience and feeding the algorithm in the sense of you have to train it, you have to train the algorithm and tell it who your people are and who to bring to you. But once you've done that for, you know, let's say four months or so, then the algorithm has learned you, it's learned your language and as you get better and you are you using more niche hashtags. Right. That's another thing too. Okay. Sometimes I think when we're just starting out, we just want to go right for like the biggest, like the millions. You're never going to get found that way. You're just going to get buried. But it just seems reasonable to use a big hashtag if we want more people to see us, but it's actually the opposite.

Jenessa (10:19):

Okay, that makes sense. Because if more people are using that hashtag, your post is going to get squished down the bottom a lot faster.

Lynette (10:28):

Exactly. Think about when you post on Instagram. I know when I post on Instagram like it's like the second upload. It's like bam, there's six posts on top of me. Yeah. And you're like, Oh, it does the same thing in the hashtag the size of the hashtag. Like how many uses is how many people have posted in it, right? Yeah.

Lynette (10:48):

You want to keep track of that and there needs to be like a cutoff. There needs to be a limit. Like I won't use any hashtags over this size. Right. And that varies depending on who you talk to. Again. And it also varies depending on where you are in your business. And I think that's another area of what people get tripped up on on social media because it's hard to just look at somebody and see where they are in their business if you just see what they're doing. And so you think to yourself, Oh my gosh, I need to be doing all these things to and I need my posting to look like this and I need to be on all these platforms. You don't know where they are in their business. You don't know how many people they have doing their social media for them.

Jenessa (11:26):

Yeah. And so testing your hashtags for yourself, you know, is really important I think because like you said, you don't know where somebody else is in their business. So how do you know that their hashtags will work for you? So when you resonate with a hashtag or a person and then you look at their hashtags, you're like, Ooh, that would be a really good hashtag for me to use. Use it a few times and see how your posts do. Exactly. If they don't do, you know? Awesome. Then switch up your hashtags.

Lynette (12:00):

Exactly. The algorithm is really smart. You should be using different hashtags with every post, changing up the position of your hashtags and then every 30 days you should be completely using new ones.

Lynette (12:12):

That's interesting. I was going to ask you about that because like I use planoly and you can save your hashtags and planoly and just be like, yup, add these.

Jenessa (12:22):

Yup. We shouldn't be doing that really well. I don't want to be using the same ones all the time in the same order all the time.

Lynette (12:30):

Right. So what I would recommend, and planoly is have hashtag categories, so I have a set of hashtags for like your behind the scenes posts, have a set of hashtags for your about me posts, have a set of hashtags for, you know, quotes, things like that. Right. And keep the different categories separate so that when you're posting you can upload your copy, paste hashtags for each post, but it's not the same batch of hashtags. Yeah, that's great advice. I have to go do that. That will help you and then once a month you just switch them out.

Jenessa (13:08):

Yeah. So tell me about that. So we actually going to find brand new hashtags every month. Yup. Yeah. Hmm. That's interesting.

Lynette (13:18):

I know it's not sexy, but this is, that's Instagram. But you know, it's not that hard either. It's not hard. Here's the other, like I guess like the third step, the followup to that is then you don't want to get caught in the endless like, Oh my gosh, I'm just on social media all the time. What is the purpose? What is the point? Right? You can accomplish so much and be so productive in 10 minutes, but you have to know what you're doing and why you're doing it. Right? So this is where the hashtags come in. So let's say you sit down and you spend an hour, you are like, I know my industry. I know what I do. I know how I do it. I know who I do it for, I know who I'm looking for, I know what problems I solve for them, and I know what they're all about.

Lynette (14:08):

Like their hobbies, their interests, things they like, all those things. Spend an hour, pull out some hashtags, 2034 I would say at least 30 because you can use 30 per post. So let's say you have 30 hashtags, right? So then take those 30 hashtags, one that one hashtag a day. Go in there and spend 10 minutes commenting on 10 posts. Go to the most recent, boom, the top nine top 10 comment. If you don't like that one post, go to the next one until you've hit 10 comments. I can do it in 10 minutes. So it should be though posts that you resonate with. Absolutely not just the post. You should do the most recent because here's the thing, you've already done the work. When you're in this hashtag you're there for a reason. You are there in this hashtag to find people.

Lynette (15:05):

Hmm. So at that point, the work's already been done at that point. You literally are this post. Oh, I like it. Great. Like leave a comment. Next post. Ooh, I like it. Leave a comment. If it's the third one is just real salesy, there's no value. Skip it. Go to number four until you get to number 10 you can do it in 10 minutes because you've already done the work. You've already planned it out you. This is your hashtag. This is your hashtag for the day. It's not Willy nilly. It's not spaghetti. It has a purpose. You spend 10 minutes there, guaranteed at least six out of 10 people are going to come back to your profile and like something on your end and comment. And what that's going to do, the algorithm is going to see that match. And as soon as they come back over to your profile, the very next time you post, it's going to show up on their feed.

Jenessa & Lynette (15:51):

Nice. Even if they're not following us, right, because we've used that hashtag because they have come over your profile that you, that is, that is the transfer. That's the transaction that needs to happen. Okay? You went to theirs, now they come back to you, then the algorithm sees that as a connection. Okay. So we don't, they don't have to follow you. They just have to come over to your profile. Perfect. Okay, so that was my question. Same thing on Facebook. So if you are, um, so my recommendation for 10 minutes on Facebook is going to be just to tap that little middle button and do it in, in groups. Go through, spend 10 minutes in groups on Facebook every single day instead of sitting at your desktop and having to like log in and log out of every single group. That's so annoying. Get on your cell phone, get on your mobile Facebook app, a little button in the middle, tap it.

Lynette (16:51):

Everything that comes up is going to be a group or a group post. You just go through there and then this time though your strategy and your purpose is looking to answer questions. When people ask for help, recommendation, things like that, you're just giving value. 10 questions, 10 answers, you're done. The rest of the day you're just waiting for people to come to you.

Jenessa (17:12):

Right? And also with groups because I know for me I am in like a bazillion groups and I have to let I go through them. I try to go through them every month and like just leave groups that I'm either not interested in anymore or whatever. Right. So having like your top, what, five or 10 groups, I mean, how many do you think that, you know, if you're spending 10 minutes a day in there, you know, just going through, you want to make sure that you're engaging in the same groups that have your ideal clients in them consistently so that people keep seeing your name over and over.

Lynette (17:58):

Exactly. Exactly. Five to 10 is perfect. Okay. Five to 10 is perfect. Um, and then you'll see the ones that you really enjoy, the ones that you really, Mmm. Find yourself like it's on top of mind. You know, like I want to go and check in this group. You're going to have those that just come up talk. Um, great. Stick with it again, remember, it's not about you going in there and being spammy and putting one of those, you know, raise your hands if you're this, that, or the other. Yeah. Don't like that. Or pitching. Yeah, don't do that. Like, don't do that. And I try it. I'm not saying like don't do it because I haven't done it. Like I'm saying, I've done it. It doesn't feel good. It doesn't work. It's pointless because people will take all your freebies and they won't do anything with them and they won't take action. That's not how you're going to find the right people.

Jenessa (18:48):

Yeah, no, I have a system where I will usually in the groups that I am very engaged in, that all have my ideal clients in them. I will post in there at least once a week, but it's not a post like, hi, I'm a coach. Come talk to me. It's something of value that I think will help them. That's fine. That's fine. Yeah.

Jenessa (19:17):

Yeah. Daily. And then, you know, I definitely go in and like, we'll go through the top posts or whatever and, but I like that, you know, you hit that middle button now, like down the bottom of your phone app that automatically pulls up the groups for you. So you don't even have to.

Lynette (19:36):

Exactly. And the thing is that whenever Facebook, Instagram, whatever platform you're using, whenever they make updates, like I remember when I was first doing social media marketing stories didn't even exist. Live was a new thing. Yeah. Uh, so whenever updates are made, whenever new, um, things come out, you know, like walks, parties, I mean watch parties is the newest thing that Facebook came out with. Facebook creator studio that's new, you know, like all those use them. The sooner you use them, the more you use all the themes. When updates start rolling out, you're going to be the first one to get them.

Lynette (20:21):

So it's super important. IGTV same way on Instagram stories on Instagram, utilize all the parts of the platform because that's what feeds the algorithm. Now if you're just starting out, that can be really overwhelming. You don't, I felt overwhelmed when I first got onto Instagram. I'd never been on Instagram. And not only am I for the first time ever creating an Instagram account in 2018 but now I am using it for business. Like WTF, I don't even know what, yeah, I'm 35 years old. At the time I was 35, I felt like I might as well be a grandma on Instagram. Yeah. And you're like asking your kids, how do I use this? Seriously? So I get it. I, I get it, but I would say start when you're on that platform. Start with one aspect of it. Right. Or like get really good at showing up in your feed every day.

Lynette (21:20):

Get good at like finding, get your hashtags under control. Do that. Okay, cool. Then start doing stories every day. Okay. Once you got a good handle on stories, cool. Then start doing Igtv.

Jenessa (21:31):

Yeah and I JTV you can't, so this is what I do. I'll go live on Facebook and then use that same video and upload it. Ty GTV totally. That's what I would do to you. You don't have to go live on Facebook then go live on Instagram and then.

Lynette (21:47):

just tried going live on Instagram. I don't like it because it's really hard to save it. Like you can send it to your stories but it's just like hard to save. So I would go live on Instagram just for fun if you don't like, you know like just, yeah, just that algorithm and exactly. I would really focus on stories and IGTV for Instagram.

Jenessa (22:09):

I'm live if you want to, whatever live on Facebook though is really important. Yeah. Yes. Very important. So to sum this up, really, once you do all that upfront work, and I don't want to say all that upfront work, but like, well it's not, take that planning, once you take the time to one, get the hashtags, get your hashtag straight, like figure out which ones you really want to use, which ones you really want to engage in on Instagram and then on Facebook, figure out the groups, but have your ideal clients and the ones that you really want to engage with, right? You have those two things. Um, and you're doing those two things every day for like 10 minutes a day. So that's like 20 minutes. So 10 minutes, 10 minutes on Facebook. That's it. Yeah. So then, you know, adding in stories lives a video, whatever it is.

Jenessa (23:13):

Like those things don't have to happen every day, but should be in your rotational social media marketing strategy.

Lynette (23:25):

Absolutely. Without a doubt. All the mediums, texts, video stories, you've got to fill up in all the ways, right?

Jenessa (23:35):

And to keep it not overwhelming. Um, you know, think about it this way as taking an hour of your day and spending 20 minutes engaging on both things. And then, you know, maybe you do a 10 minutes live on Instagram and post to your story that you now have a new IGTV video, right? And so now you're, you're showing up in all the ways already on Instagram in 20 minutes and then doing the same thing on Facebook, like doing a 10 minute video in on your business page or in your group and you know, showing up that way on Facebook. So really you're spending like 40 minutes a day doing those two things and you don't have to do them the same way every day. Nope.

Lynette (24:45):

And if you really want to get fancy with it, you know, just plan out your week and you bet batch your tasks. So let's say you want to, you know, you pick a day and you record several videos, then you just schedule it out. Yeah. I would say this is a good time to focus on your strength is your strength. Writing is your strength video, right? Determined that first, what's your medium preference? Going to be create that content and then break it down further for the repurposing in the ways that maybe is not your strength, right? So if you're saying this video, great, record that video and then break down your social media posts based off of the videos so that you know what you're going to be writing about so that you're not just sitting there to blank screen like, Oh my God, I have like no clue what the F I'm going to write.

Jenessa (25:39):

Yeah. Or, and then you don't make you do nothing and then nothing goes out there. Right? Or when you create that video, transcribe the video and break down the text and then you can like tweak the text or whatever you want. But you, it's mostly written because now you've just transcribed what you've already said.

Lynette (25:59):

Exactly. There you go. So what I do is like, so let's say you have a video that's at five tips. So you record that video. That's five tips. Let's say it's 10 minutes. Then now you've got five social media posts though, because you can talk about each tip a little bit more deep. You know, go into more depth on each of those tips than you did in the video cause you wanted to keep the video short. And then those five tips. And then each of those five tips could be three to five story slides.

Lynette (26:28):

Could you even got your story set? So you talk about it in your story that this is what's going on in your posts. It all just stemmed from that one video. So you're not having to recreate the wheel and think of a new idea. I think of new topics and new points and all this research. No, you did it one time and how many ways can you repurpose it.

Jenessa (26:47):

Yeah. And I think a lot of people also get stuck there because they feel like, okay, I've already put this video out so nobody's going to want to hear about it again. But the thing is is that you put that video out and you know, 10% of people saw it. They're not, and those same 10% might not see your posts. A new 10% might see your posts, so like 10% it's like one to 2% right.

Lynette (27:16):

Well, I'm just saying like I totally understand that for people who don't understand how it works though, it's like you got to throw it. Whatever you think is common sense. Whatever you think is real, like throw it out the window. If you don't know social media don't expect it to work in a way that just seems rational and normal. It's the same thing with advertising. It's one of the biggest mistakes with advertising is that people want to advertise to the entire United States and like you know they, they're like, Oh, 20 million people. That's what I want. I want it to go out to everybody. But you don't have an unlimited budget. Not everybody wants to be talked to the same way. Not everybody wants to see the same things. So what you think you should be doing when it comes to social media, it's probably going to be the opposite.

Lynette (28:07):

In all honesty. That's what I've learned, like the strategy and everything behind it. It's just like totally not what you think you should be doing. It's not funny. It really is. It really is. And that's, that's, that's why you, that's why you should pay for somebody to help you with it if you don't know it. And then again, it comes back to like what you were saying like, Oh, it's just money, but there's a reason why it costs money. Depending on what type of marketing you do. It's because that person knows how to get your message in front of the people and Mmm. This is why we're having to spend all the time to do it. Right, right. It's really, marketing really should save you time and it should save you money. Like good marketing. Yeah. It's not, it just, just not, you know, just setting it on fire.

Lynette (29:00):

No. Like it can, you can lose your shirt on Facebook ads. You can lose your shirt on funnels, like all these things that have those monthly costs if you're not bringing the money in. Right. But that all goes back to your sales process. And like so many other things. So you can invest poorly and make no money or you can invest wisely and make a ton of money and, but it's just tools, right? So your business has to be in the right place for those tools. You have to know what you're doing with those tools. Yes, it can help you make more money or yes, it could just cost you money, but it really just comes back to your strategy and how are you using those things?

Lynette (29:39):

That was a very good description because I'm like, Oh, so I'm already marketing.

Jenessa & Lynette (29:46):

Oh yeah, yes, you weren't. You woke up today. You're breathing your marketing. Isn't that funny? Because it's like branding, right? So like building your brand, like you show up and you're your brand. It is. It is. You are marketing. If you're not a business, you're still marketing yourself as an individual. Yeah. You're marketing yourself with your relationships, your personal relationships with people, professional relationships with people. Even if you're an employee, whatever your life looks like, your relationships with other people. That's what marketing is. Marketing is relationships.

Jenessa (30:23):

Well, I totally appreciate all of that awesome advice because that was really good and it gave some strategy and it also made things clear for a lot of people.

Lynette (30:35):

It's like one of those things like you ask a question and it just like opens up like a can of worms cause they could go deeper, deeper, deeper, deeper, deeper, deeper, deeper.

Lynette (30:45):

But I am very much like, I want you to take actions. I could tell you all the things, but they ain't just going to go into analysis paralysis. Like I'm very much like just trust me to tell you what you need to know and just do it.

Jenessa (30:59):

Right? Yeah. I mean if you want results, you have to take action.

Lynette (31:02):

You have to take action. So find somebody that you trust that knows what they're talking about, that can guide you and then just follow their advice.

Jenessa (31:14):

Right? And by the time you've, you know, follow their advice for a little while, you're going to learn your own little tips and tricks and you're going to learn new things just by doing so.

Lynette (31:30):

Oh yeah. That's the taking action is the best teacher mistakes. Learn from your mistakes. Like do it make a mess. Great. Cool. Cause you can clean it up and do it better.

Lynette (31:41):

You. You cannot go anywhere from nothing. You can't fix nothing. You can't improve nothing. If you put nothing out there, it will never improve. You have to put something out there. It can ugliest. That's what I tell my clients. I'm like, please, I don't. I don't care if the graphic design that you make or the PDF, the lead magnet you make is so ugly. It hurts my eyes. I don't care. It's something we can fix it. We can improve it. I can't help you fix nothing.

Jenessa (32:12):

Right, exactly. And nothing is going to get you just that. Nothing. Exactly.

Jenessa (32:20):

Awesome. When I tell everyone where they can find you to go deeper if they want you,

Lynette (32:26):

if you feel like, if I have not scared you from social media yet, then you can find me at holistic business co on Facebook and at holistic business, online and I know you're on Instagram. I am on Instagram. I'm on Instagram at Lynette Online marketing.

Jenessa (32:49):

Awesome. That's amazing. All right, everyone. I want you to take a screenshot of you listening to this episode and I want you to stick, get in your stories and ag, Lynette and I both and Instagram, and tell us what your biggest takeaway was, what your ahas were, and feel free to DM either one of us at any time and ask those questions because that's why we're here. All right. I will see all of you. Sure. You'll hear me in the next episode, and Lynette, thank you so, so, so much again for taking this time and spreading your genius.

Lynette (33:30):

I am so happy to be here.

Lynette (33:31):

Thank you so much for having me.

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