Welcome to the exponential marketing club, where we talk about everything, content marketing from just getting started with your business, to growing a captivating presence with your website and social media and onto scaling with Facebook and Instagram advertising for exponential exposure and long-term success. Hi, my name is Sally Hendrick, your host and exponential marketing strategist. Let's get started. Y'all
Hey everybody. It's Sally Hendrick. Welcome back to the exponential marketing club podcast. I've got a special guest here named Lisa Noble. Hey Lisa. Hey. Hey, how are you doing? Thanks for reaching out to me. I have just been looking at your business Vivid Visual Solutions. Great job. I love your website.
Thank you so much. And thank you for this opportunity. To have this conversation I'm really happy to be here.
Absolutely. And you said you're in Michigan,
Right? Yes, I am in Michigan.
Now, do you normally work with local clients or do you branch out around the country or around the world? What's your, what's your step?
Around the country. I have a client in California right now, as well as here in Michigan. So anywhere people are, I mean, now that we're a virtual world, right. It makes it very easy to do a zoom like this and, and talk with clients. So I'm everywhere.
Exactly. And I love that. You've mentioned that you used zoom. It seems like everybody finally knows what zoom is. I've had a paid account since 2015. And so when they came up and said, oh, they're offering a free account for every school. I was like, oh yeah that's a smart move because I knew that there would be plenty of, of paid ad-ons to tack onto that.
I wish I had stock in zoom. Right,
I had the foresight man that would've been
Exactly. So you're a brand strategist and a website designer, which these are two things that typically go hand in hand. And so that means that you're bringing together the creative aspect and finding the identity of the clients and who their clients are or customers. And then you're bringing that in to show on the web. Is anything else that you would like to add to that, that you also do?
Well we do the social media management as well. We do, we do done for you services as well because some of our clients there, some want to do it themselves, others are busy and just don't have that time. So the done for you, the SEO, as well as the social media management, which is very helpful in bringing Google in and getting eyes on it from the social media guy. I mean the SEO guy, which
Is good. Yeah. Well, and, and that's the thing, a lot of people may or may not understand what that means, but search engine optimization is when you add elements to your website
To make it easily found when people ask Google and Bing and Yahoo questions, right. Yeah. Or does Yahoo even do it anymore? Maybe it still, is still there as well. You still need to optimize, which is just adding like a something in your head or, but it it's really about your keywords and the questions that you're answering. Yeah.
And for your clients, you typically work with therapists, counselors, people who have some sort of private practice, right?
Yeah. That's kind of my sweet spot, which I started off with maybe in like 2015 or 16. A lot of people, a lot of times that niche I found really was they didn't have that awareness of how to do their marketing. So it was kinda like somewhere I could get in and kind of specialize and help out where I can and teach them how to market their websites that they're putting up and get the clients that they want for their caseload.
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And I really liked the fact that you have niched into that market because whenever we do that, even if it's a therapist or someone else, whenever we hone in on a particular type of client or particular type of issue to be solving that can really elevate our ability to make more money. So, yeah. And I'm wondering whenever you're consulting with therapist, do the therapists tend to specialize in certain types of customers, certain types of patients?
Yes. And that's part of our process where we really figure out who they want, who they want to speak to families. It could be people who are, who have just come out of prison. It could be women, it could be men. And all that goes hand in hand with how your website looks like, what your website looks like. What's the look and feel what's the messaging that you are using across all your platforms, not just your website, but your social media properties as well.
And speaking about social media, I know that you like to incorporate the brand identity of your clients into the social media. So why don't you give me an example or two of what you mean by that
I'm incorporating your logo, or if you want it to be more of a personal brand showing your own picture, they're adding your name, not just the name of your company, but the usernames also knowing what to do as, as well as the name. So you would put your name, the name of your company first, and then for mine, it has Lisa Nova brand strategist because like accounts like Instagram, they're actually searching for certain things. And that will help you to show up on their page. Someone who is in for my case is a brand strategist or for a therapist is therapist. And then in your bio really using that, that short bio to tell people what you do will you serve and what you can offer them as your service. And that would be, oh, go ahead. I'm sorry.
No, you're great. I mean, you're talking about the profile of the account of like Instagram, I guess also when you would talk about that with Facebook, LinkedIn, or anything else for that matter. Right.
Right. And they need to be the same across the board. And that's part of creating your brand too. It represents you across the board. So it can't be that you have one picture here on YouTube and then you have another picture on here on Instagram, it needs recognizable on even like your TikTok and all these other social platforms. And if you don't own it, you need to go and get it. Even if you're say, I'm never going to use TikTok. My audience is not there, but that is part of your property. And you don't want somebody else to get it. And then when you're trying to get it, they're almost blackmailing you to spend money with them to get it.
Exactly. And I totally agree with you when I talk with clients and cause I, I help people with Facebook advertising and you know, we're kind of in the same space, more like complimentary practitioners, if you will, in this space. And I tell them too, I'm like, look, put the same picture on all your profiles, make sure you go and get all your profiles, set up, try to get the same name where you possibly can. If you have to alter it. Oh, well, don't worry about it. Just do it, just get something. Because even if you're not using it now, just getting a profile up there, maybe adding a couple of things, just some information to push them to another social media that you have, or to push them to your website. That's the main thing that if, if they can find you, then they need to be able to click to find you further. Because if they're looking, you don't want them to have to look too hard.
Right. And yeah. And even we're doing this collaboration right now, even though we're in kind of the same space, this is still good. You need to collaborate with your, the people in your industry because like who knows, something could come out of this. Then later on, we worked together. I could come to you Sally, and be like, I have this client that needs your expertise in Facebook ads. That's not something that's in my vein. You know, could you do that? That's also good. And, and when you go to check me out, then it's good for me to have a my profiles and everything be professional and tell you about what I do. Right?
Or, or I check you out. I need to look at that too, to see if I can refer my clients to you. You need to let me know what you do as well as you need to look professional. Right. I don't want to necessarily refer someone to you. And then it's not going to work out the way that I want it to work out.
Right. Because you have your, your feel as well. And if you don't feel like you have an affinity with another person on, on, on a team for a client, then that's not necessarily going to work. Right. Exactly. So the other thing that I noticed that you've talked about is that you use digital products to create local referral traffic to your website. Now tell me in plain terms, what does that mean? How do you explain that to just Joe blow on the street? Who would, who may not understand what that means?
So what that means is you're creating opportunity to have like a landing page on your website that is giving like a free ebook or some kind of digital collateral, such as a webinar, those things. And you're putting information into that page gives Google clues about your business. So it's, it's another opportunity outside of just having your main pages to,
Oh, so you're talking about some separate landing pages that people may go to, where it would be something really specific for them
Yes. That you're selling or for a small fee or for free, like from your social media channels to push the traffic to your website. And it could be that you're, you're very specific as far as for me it would be Michigan based therapists. You know, here's your ebook, this is the five things that you need. As far as marketing your, your private practice.
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Now, do you change that up for different states? Would you do different landing pages for different states so that they have different meta information that Google would be attaching to?
You can, because it's going to be different language, like for me in Michigan, whereabouts to get cold, right. So if I wanted to put a picture up there or or something, as far as fall, our pictures would have pictures of the leaves turning, whereas in Nashville, that doesn't happen for you, or it just may even be a different way that I speak to you different priorities that you may have as far as, as marketing and your niche in Nashville.
Well, that sounds like a great idea. And if you're, if you're marketing to the entire country, you could easily take regions of the country so that you only have like six different pages that you would optimize for those regions.
Right. And that's also helpful with your ads and things like that. Right? You get really granular.
Yeah. The more the, as long as your audiences are large, you can re reduce them into smaller pockets and, and really amplify what you're doing. Just the same way as like niching your market, where you're working mostly with therapist and and counselors, you know, and I work with a lot of life coaches and people who have digital courses and things like that, info products. So it's really great that you could, that you're also talking about niching your marketing into the geographical areas. So that's, that's great. Right. And I know that Google also gives you a lot of favor in that as well, too. When you go into local marketing, you can really dominate the Google space.
Right. And I'm always telling my, my clients when I work with them you know, even coming up with a small product can be very helpful. It could be a checklist, it could be an ebook. Just putting these on your website will bring traffic and kind of give, give people an information about you to see how you work, see how you speak. You can even create a video, those types of things, and have, have those coming. It's always good to continue to feed the Google beast. Right. We want to continue to give them something to come back to the website for, for those little bots that come in and snatch up.
Yeah. And help somebody help us, help us find, help people find us if you will. Right.
Things like your videos that you're doing, you can create all types of different products from it, like your blog posts and your eBooks and things. So it doesn't have to be from scratch. It could be just alive that you may have done on your social media channels.
Well, on repurposing content
Is huge. Yes, exactly.
You don't want to have to make 15 videos when you could make one and then chop it up into different types of content and come up, be creative about, you know, pulling out messages. And it's kind of like, I like to talk to people about macro content versus micro content. If you're going to create a nice macro piece, which is a long form piece, whether it be a video or a blog post, or a podcast episode, or some sort of audio, when you have like, like what we're talking about right now, we could probably pull out 10 things just from what our discussion to put on maims or shorter videos, little clips you know, anything like that, that we could do, but both of us could do to create social media, to raise awareness about this.
Yes. And yeah, just quotes from you close for me really to take the overwhelm out of it. Cause a lot of times my clients, when we start off, they're like, well, no, I don't have time to do that. And then when I show them this method of taking this one piece of content and it may have even been something oh, that you already had it brand new and really breaking it down, take putting it up on rev.com and getting a transcript of it so that you can pull the information out of it. It's just focus.
Exactly. And I love that you mentioned rev.com. Let's talk a little bit about some of the favorite tools that we like to use. So first of all, what's your favorite website platform to build on?
My favorite is WordPress.
And do you have any favorite themes that you use or do you not like
Devi is nice. I think it has a very easy way of working through it. And you can find a lot of tutorials on it. So I think I would say right now,
I like that my sallyhendrick.com is made in with Devi and I used to have a lot more fancy stuff on it, but I ended up moving most of my stuff over to Kajabi because it's this all in one course and marketing system. And so I use that. Have you ever built pages on that?
No. We pretty much stick with WordPress. My developers that are on my team, they really specialize in it. So we don't really deviate when we get clients and we may help if they have like another type of site, but we really are experts in WordPress, as well as my, you know, I've built and customize a lot of website, my cell phone so I can help, you know, if something is going wonky or if they need to know a plugin or something like that.
Yeah. Yeah. And WordPress is so flexible with all the plugin opportunities. So as far as email marketing is concerned, I would think that maybe therapist wouldn't have to do a whole lot of that, but if they did learn how to do that, it could really bring up more business and more repeat business. I think a lot of people, when they go through, when they go to a therapist, they will go through whatever they're dealing with at the moment, but then they may not return, you know, they may go away, but if they do return, you know, are they going to return to the same one? Are they going to return for other reasons that maybe they didn't think, oh, what's therapist would really help with this? What do you think about that? Have you run into any of them who are maybe thinking maybe if I kept up emails with these people, they're sent out some sort of newsletter or maybe made some videos or something that they might come back.
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I do actually encourage my clients that are therapists to nurture an email relationship with their clients as well as their colleagues. So you asked me about a plugin, a plugin. It actually is MailChimp incorporates very well into integrates very well into WordPress. It just came to mind.
Yeah. Yeah. And that might be something very simple for people to use that are in doing therapy because they're going to be, well, not always. I was about to say, they're going to have usually local clients, but these days, a lot people are more comfortable about hiring therapists and doing zoom calls.
Well, actually there, if you're licensed like in Michigan, or if you're licensed in a certain area, then that's where your client base has to be, but they are doing the telehealth you know, the telehealth appointments and really getting more into that. And yes, we are creating newsletters and creating content that they can send to even new people who are not necessarily in as a client, just giving them a feel for how they speak, how, you know, how they, how they think and give them cause a lot of it is, is getting to know who your therapist is for come in, so you can be comfortable. So a newsletter is actually very key to that and doing a lot of blogs, blog writing, and sending those, those blogs out to better is very good. Okay.
I can see how also having the therapist put videos up. And like you said, like hearing their voice, hearing how they say, cause you do have to have some synchronicity going on there. Think about all of the free consultations that therapists give that's a lot of time and money. They're basically giving away in those first free consultations, which they may still do, but they may not have to spend as much time with someone if they've already been filtered out by having their information online. Right.
Your website and your content, or they're not only there to bring people in. It's also there to repel certain because they'll know right away. Oh, this person isn't a, isn't a fit for me right there. They're not speaking to me as a, as a client. They can't really help me with my issue. So that it saves time for the client as well as the therapist.
Yeah. I liked that. What about as far as like other content that therapists would want to put on their website, do you give them some tips on what they should be blogging about?
It began, it, it really it it's about who they're speaking to, who is their client. And a lot of times we do persona work to figure out who that person is. Is it a single woman in her twenties then let's blog to her, let's create products that we can sell to her. Like, like I said, going back to the landing pages as well as showing imagery or even the color of the website are important when it comes down to the person that you're speaking to. Because if someone, if, if you're catering to children, then your, your website colors and fonts, your colors would be more of a softer tone. If you're catering to women, they will be more of a feminine color. And all your messaging would either speak to that mom or that 20 year old, 25 year old, you would have a different language for those people in.
I could see, go into a website and seeing what a lot of masculine elements on it, like a lot of maybe sports or emblematic type stuff would turn me off. Personally. I wouldn't think that I would identify well with someone who was projecting themselves in that manner. I would be looking more for someone who is more in the, you know, maybe they're intellectual and they also, or maybe like diversity and color and all that sort of thing would appeal to me. But like going and finding like a sports looking site wouldn't necessarily pull me in. So I can see how that would be the case for others who were looking for a therapist or a counselor that you would want to incorporate the right tone, the messaging, the colors, etc, to make sure you're attracting the right people,
Right. Or even my clients that come to me that need a revamp or a redesign that they want a different look and feel that have come in and they have those birds or they have mountains or it's like, well, what are you really saying with this? And a lot of people think of calm and things like that. And the only way they can think about it is to put these mountains where they'll do you live in a city where there's mountains, there's mountains, you know, what are you telling, telling them, or somebody might be afraid of mountains or a baby or whatever. It could be anything that we do a lot of things where we actually get the website up and have it tested and get feedback from people. And a lot of people are like, wow, I didn't even think that was, you know, turning people off the color of red, you know?
Yeah. And you don't, until you put things out there, that's what marketing is about. You're constantly testing different ideas.
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The last thing I wanted to mention, I noticed on your website that you have something called the brand level. Quit. Tell me more about that. And what, how does that help for someone to take a brand level quiz with you?
So again, it's like you take the quiz and you find out where you are as far as the elements that you already have. Are you just starting out and you just have a logo? Okay. So I have a logo. What else can I do in order to take my brand up, up to the next level? How do I use it to create awareness? Do I have all the elements that I need? It may be someone who is already at the highest level and there's four levels. You know, how can I up my findability level? How can I make my audience more aware? What are the things that I need, the elements that I need in order to get in front of my audience?
Exactly. And so if somebody is just starting out, they may or may not have a logo yet. They may not even realize how important a logo can be, that can represent who they are and who they're trying to reach and what they're trying to do. Right. All kinds of things like that. And they might not even have all their social media set up yet.
Right. Those things, or if they're at a certain level and they have all those things, what's, what's the next thing that I can do. What's next. A lot of times people are like, what's next, what's next on my action plan? What can I that will make me stand out with my competition. A lot of times I get that question. So that's when I came up with this simple, it's a very simple quiz that really gives, I think the information that's needed to you know, up findability, get more visible, get in front of more audiences. It could be social media. It just all depends on what, how you answer the questions and it will give you the level that you're at.
Yeah, you can find it at a Bitly. I made the, the URL very easy to get to, and I'll give the bitly brand level quiz.
Oh, that's easy. Is it all lowercase brand level quiz
Hyphens between the words. So it's
Very, okay. Well, you get lucky sometimes when you do those Bitly links, but yes, sometimes you don't either, but we can add that to the show notes for sure. So that people can get over it and test their brand level out and see where they actually fit on that scale of elevating your brand and who doesn't want to do that. Right. Right,
Right. And I'm sure it will be very helpful to a lot of people because a lot of times that's the question. What's the next step. What's my action plan.
Yeah, exactly. Well, thank you very much. Was there anything else that you wanted to add to today before we wrap this up?
I just want to motivate people to just get out there sometimes it's just that you're, you're not even ready. You're or you don't think you're ready, but sometimes it's just starting with that one thing. It could just be, you just need a, you need to start with a logo, start your social media channels and get in front of people. Test some things out. You can't really fail if you just go ahead and get started.
Yeah. I agree better better to have something done rather than having it be perfect. All of us are going to constantly change everything about our, and plus we evolve, like I've changed my website 175 times. I mean, there's no way that people aren't going to continue to evolve and make things better because you start to really learn about what your customers need to see when they come to your website. And you don't necessarily know that you might have like, kind of a rough idea, but a lot of people make the mistake of thinking, oh, I need to have everything in the world. On my website, when really at the end of the day, you just need to have a very clear customer journey for people to take. And that is what's going to get them into your inbox or into your PayPal or whatever that may be. Right.
I've worked for corporate companies and advertising companies. And a lot of times it looks like people have it all together. But they could be all over the place. So really you have to start where you start and work with your customer journey, figure out what your clients really need from you and me and hone in on that. Because looking at your competition or looking at the big boys, they may not have it all together.
That's true. And you know what? One of the things that I like to do whenever I'm looking for a new market to go into, I actually have a tool where I can see if someone has put the Facebook pixel on their website, which is a tracking device. And if they haven't done that yet, then I know there's an opportunity to get in the door because they aren't even tracking for Facebook.
Right. I can check. I have a tool where, or if they have their SEO
Yep, exactly. Just because they have their Google tag, you know, maybe they'll have their Google ID on there, but maybe there's more opportunity for remarketing, maybe a tag manager, other things that are more advanced. And there's always that opportunity to be able to click on people's websites and say, oh, well, they've already got something going. Maybe I'll hit over here instead. Awesome. Well thank you for coming and talking with me today. That's it for this times, exponential marketing podcast with Lisa Noble. My name is Sally Hendrick and we'll see you next time.
Thank you so much Sally. This is awesome.
Thank you for listening today. Now head over to Sally hendrick.com forward slash clubhouse to participate in our live and recorded events. Thanks for being here.