Do you ever stop to think about the lifestyle your business is carving out for you? Is it the one you dreamed of when you first started, or has it taken on a life of its own? This episode is all about aligning your marketing efforts not just with your business goals, but with the very life you want to live.

Hi, I’m Rachel Klaver, and today we’re diving deep into how your marketing choices shape your daily routine, influence your weekly rhythms, and ultimately define the lifestyle you lead.

In this episode, we'll explore:

• Shaping Your Perfect Business Schedule.
• Discovering What Drives You.
• When Things Don’t Feel Right
• Sorting Out Your Values
• Write Out Your Mission
• Look Up to Your Heroes.

Bringing It All Together: Finally, we'll wrap up by connecting the dots between your ideal times, your values, and your marketing efforts. It’s not just about thriving in business—it's about crafting a life that’s rewarding, balanced, and perfectly tailored to who you are.

Join me as we reframe the way we think about marketing—not just as a tool for business growth, but as a blueprint for building the very lifestyle we aspire to. Let's make sure that every post, every campaign, and every strategy is building towards a life you love living.

Important Links

Come to Rachel’s Free content strategy workshops

Register interest for Rachel’s content coaching programme

Get a FREE copy of THE MARKETING FIX

Rachel’s SUBSTACK

Rachel’s YouTube Channel

Join the My MAP IT Marketing Strategy School

Become a part of our Facebook group

Buy your copy of Be a Spider, Build a Web

See omnystudio.com/listener for privacy information.

There was a time when I thought evergreen content was lazy, and the worse option for small business owners. Now I teach it because I know it not only makes content marketing more manageable, but also increases leads.

Are you tired of the relentless content creation treadmill? Ever wonder if there’s a better way to keep your marketing engine running without chaining yourself to your desk? Enter my not so secret weapon:: evergreen content.

Today, we're exploring the ins and outs of evergreen content—your secret weapon for consistent sales and a relaxed marketing schedule.

In this episode, we dive into:

• The compelling reasons to adopt evergreen content
• The hidden risks of going all-in on evergreen
• Strategies to balance evergreen with the fresh stuff
• Smart ways to leverage evergreen content during your off times
• Tips for keeping your evergreen content fresh and effective

Join me as we work through how to make your content work smarter, not harder, and how to strategically use evergreen content to free up your time while keeping your audience engaged. Let’s get your content to stick around, —long after it’s posted.

Because really - is there ANYTHING more satisfying than not being online AND still getting those leads from your content?

I think not!

Important Links

Come to Rachel’s Free content strategy workshops

Register interest for Rachel’s content coaching programme

Get a FREE copy of THE MARKETING FIX

Rachel’s SUBSTACK

Rachel’s YouTube Channel

Join the My MAP IT Marketing Strategy School

Become a part of our Facebook group

Buy your copy of Be a Spider, Build a Web

See omnystudio.com/listener for privacy information.

Storytelling in business can be very simple, or a little more complex. The key is to really understand WHY you are telling the story, and what the expected takeaway will be for your ideal audience.

This means being selective with what you talk about, and why. The wrong stories can attract the wrong clients!

I’m Rachel Klaver, a content marketing coach who loves telling stories to help people understand and lead. I’ve told stories to explain concepts to everyone fro two year olds to ninety year olds. And I love helping small business owners learn how to tell great stories.

This is part two in this little series on storytelling.

In this episode we take a look at two other story frameworks you can use to tell stories, and give an example of both.

Stories get you the clients you need.

Stories help you be remembered

Stories can become part of your core marketing message

Stories are powerful

So let’s plan a story together.

(I’m taking a little break from Confident Content - to develop content for a future series here. I want to go deeper into subjects and topics I know you need. I’ll be back with a new series soon!)

In this episode we cover:

• Two simple storytelling models you can use to draw your ideal customers closer
• What you need to think about when creating your story
• How to use the same story in different formats
• What I’ve found by using the word “I’ when telling a story

Important Links

Come to Rachel’s Free content strategy workshops

Register interest for Rachel’s content coaching programme

Get a FREE copy of THE MARKETING FIX

Rachel’s SUBSTACK

Rachel’s YouTube Channel

Join the My MAP IT Marketing Strategy School

Become a part of our Facebook group

Buy your copy of Be a Spider, Build a Web

See omnystudio.com/listener for privacy information.

I love a good story. Best thing I ever did for my business was start prioritizing fiction in my reading to give my brain breaks for work thoughts.

I love a pretend good story, but I especially love a enticing real story with real people doing real things.

Storytelling is such an overused term in marketing, and it’s become almost meaningless in marketing speak. But stories are powerful.

I’m Rachel Klaver, a content marketing coach who loves telling stories to help people understand and lead. I’ve told stories to explain concepts to everyone for two year olds to ninety year olds. And I love helping small business owners learn how to tell great stories.

In this episode we look at why we need stories, and we walk through how to build a story on a simple framework (We’re going to do this topic over a few episodes as I don’t want to rush you!)

Stories get you the clients you need.

Stories help you be remembered

Stories can become part of your core marketing message

Stories are powerful

In this episode we cover:

• Why story matters
• What you need to do with your stories
• How stories help shift perception
• Why your brand needs a good story
• How to use a simple storytelling technique to tell a powerful story

Important Links

Come to Rachel’s Free content strategy workshops

Register interest for Rachel’s content coaching programme

Get a FREE copy of THE MARKETING FIX

Rachel’s SUBSTACK

Rachel’s YouTube Channel

Join the My MAP IT Marketing Strategy School

Become a part of our Facebook group

Buy your copy of Be a Spider, Build a Web

See omnystudio.com/listener for privacy information.

Want to have a super effective marketing strategy? Make sure it includes email. If you’re not getting enough sales and you are avoiding emailing your list - you’re missing out on growth right now.

But what happens if you don’t have a list? Or if it’s tiny? How do you grow it?

In this episode we walk through the steps you need to get your email marketing started up and sorted.

My name is Rachel Klaver, and I care about your marketing. I’m a content marketing strategist and coach who is big on email marketing and using it to build a community. Most of my work comes from people who’ve been on my email list first - and they come in keen, and ready to buy.

In this episode we go back to basics covering what to do if you are just getting started with your email marketing. I share what I’ve found to work best, not only for me, but also for some of my strategy and content marketing coaching clients.

If you work with me, you’ve got to do email. So consider this your very own content marketing lesson to help you get started with email marketing

In this episode we cover:

• What you need to do before starting an email list
• Why I recommend lead magnets
• What type of lead magnet you should use
• What you need in terms of email platforms
• How to optimise your signup forms
• How to get people to FIND your sign up forms
• What you can use to promote your lead generation
• What types of lead generation and marketing I don’t recommend for email list building

Important Links

Come to Rachel’s Free content strategy workshops

Attend the Storytelling Masterclass July 2nd

Register interest for Rachel’s content coaching programme

Get a FREE copy of THE MARKETING FIX

Rachel’s SUBSTACK

Rachel’s YouTube Channel

Join the My MAP IT Marketing Strategy School

Become a part of our Facebook group

Buy your copy of Be a Spider, Build a Web

See omnystudio.com/listener for privacy information.

One of my favorite parts of having a detailed psychometric profile is being able to load it up into chatGPT, and then asking it to help me work out what type of content marketing I can do.

Yes, some of it is not the best. Yes I’ll always rewrite the content it produces.

But getting it to generate ideas using an in depth profile helps you target your audience in fresh ways you may not have thought of

My name is Rachel Klaver, and I care about your marketing. I’m a content marketing strategist and coach who’s never liked the straight demographic approach to marketing. I see so many small business owners not getting deep enough with looking at the whole of the person who buys from them so this series is helping you work this stuff out yourself if you can.

In this episode we’re going to look at how I got chatGPT to find holes in my profiling and several ways I’ve always helped me create some simple videos with my newly minted client psychographic profile.

I’ll also talk a little about how I like to work with chatGPT on this type of work - and how I get a better level of results. I have learned that chatGPT works better WITH my brain, rather than instead of it

NOTE: Please do take the time to listen to parts one to three if you don’t have a psychographic profile.

In this episode we cover:

• Content Personalization: Using the psychographic profile, I can help tailor content that feels more personalised and relevant to your audience. This could involve segmenting your content to address specific sub-groups within your audience based on their interests, struggles, or desires.
• Engagement Strategies: I can suggest strategies to increase engagement, like interactive content (polls, quizzes), user-generated content campaigns, or live Q&A sessions. These approaches can make your audience feel more involved and valued.
• Emotional Connection: We can work on crafting stories or messages that resonate emotionally with your audience. This could be through narrative-driven content that aligns with their values, challenges, and aspirations, effectively building a deeper connection.
• Educational Content: Based on their learning preferences, we can create educational content that’s both informative and easy to digest. This might include step-by-step guides, video tutorials, or even infographics that simplify complex topics they care about.
• Conversion-Focused Content: Aligning content with the decision-making styles of your psychographic profile, we can develop content that gently guides them through the buyer’s journey, from awareness to decision, emphasising clear, relevant calls-to-action.
• Feedback and Adaptation: Implement mechanisms for feedback on content, such as surveys or comment sections, to understand how well it’s meeting their needs and how it could be improved.
• Community Building: Develop content that fosters a sense of community, such as highlighting community stories, shared experiences, and common goals. This could also involve creating exclusive groups or forums where your audience can interact.
• Trend Analysis: Keep the content fresh and relevant by integrating current trends that resonate with your audience's interests and values, ensuring that the content remains dynamic and timely.

Important Links

Come to Rachel’s Free content strategy workshops

Register interest for Rachel’s content coaching programme

Get a FREE copy of THE MARKETING FIX

Rachel’s SUBSTACK

Rachel’s YouTube Channel

Join the My MAP IT Marketing Strategy School

Become a part of our Facebook group

Buy your copy of Be a Spider, Build a Web

See omnystudio.com/listener for privacy information.

Having a super robust psychographic profile of your ideal customer (you may need one per offer, or a few for your business over all) can help you better create content, decide where to spend your marketing time and energy, and develop further products and services that you know they will love (making your business easier to grow)

When I look at one of mine, it immediately helps me think of content that best fits their needs and is going to attract people like my current ideal clients. I have two overlapping sets of common types - and tend to talk to them both on slightly different platforms, with email currently blending the two together (this may change in the future)

The more I dig into talking to the whole of my ideal persona, the more my content hits the mark faster. And the more engagement I get on my posts. It helps me talk to pain points, share bliss,

In the last two episodes we’ve broken down exactly what you look at when developing a profile. In this episode we look at the different ways you can collect the information and data you need to make an as accurate as possible picture.

If you know you want more of your ideal clients, then this is a great place to start.

Let's work out how to get collecting, so we can create content that makes more of an impact and grows our business.

In this episode we cover:

• The need for both qualitative and quantitative data
• Where information may be hiding right in front of you
• What to do if you have NO data
• Questions you could ask your current clients
• What a focus group is and what you need to think to run it
• The benefits and risks of using facebook posts and groups to collect data.

Important Links

Come to Rachel’s Free content strategy workshops

Register interest for Rachel’s content coaching programme

Get a FREE copy of THE MARKETING FIX

Rachel’s SUBSTACK

Rachel’s YouTube Channel

Join the My MAP IT Marketing Strategy School

Become a part of our Facebook group

Buy your copy of Be a Spider, Build a Web

See omnystudio.com/listener for privacy information.

What are the common personality traits of your ideal customer? And what values do they hold that make buying from you such a great fit?

This is part two of a series on using Psychographics to determine your ideal audience. We’re going to talk about how to choose the right ones in part three, but today we’re digging deep on what areas you can look like, with real examples you can note down and look at

This episode before this focused on Lifestyle, Hobbies and Interests. Please do listen to that one and this to get the full picture of what you should be looking for.

If you’re a new business, I recommend just working through this list and making a stab in the dark. You can change or adapt it as you go, grow and determine where it’s not sitting right. However for more established businesses, the next episode will go through to find out this information so you’ve got a clear image based on real data as much as possible.

Using the categories we discuss in this podcast can help you determine your content, pulling out commonalities in your ideal customer’s interests and curating content around this. It can help shape your messaging and know how to talk best to your ideal customer

Essentially, we tap into finding common ground which goes far beyond “we’re the same age” or “we live in the same city”

Grab a pen and pencil and take notes as we break down how to determine who your target ideal customer really is

In this episode we cover:

• The lifestyle factors you can explore to create a clear picture of your ideal audience.
• The scope and range of hobbies and interests your ideal clients may have
• Why it’s a good idea to use this on yourself as a small business owner
• What interests you might be able to dig deep and connect with
• Why it’s so important to take time to do this

Important Links

Come to Rachel’s Free content strategy workshops

Register interest for Rachel’s content coaching programme

Get a FREE copy of THE MARKETING FIX

Rachel’s SUBSTACK

Rachel’s YouTube Channel

Join the My MAP IT Marketing Strategy School

Become a part of our Facebook group

Buy your copy of Be a Spider, Build a Web

See omnystudio.com/listener for privacy information.