044: Is Social Media Stealing Your Sales?

In this episode, Jules delves into the power of focusing on website optimisation and creating sustainable content that drives real results. She shares insights from her recent 'post-it note party,' where she mapped out the stages and strategies essential to helping businesses make more sales directly through their websites.

Jules emphasises the importance of shifting some of the time and effort spent on social media towards improving owned content, like websites, blogs, and podcasts, which not only enhances the customer journey but also brings long-term value.

Key Takeaways:

• Website Optimisation: Learn why dedicating time to improving your website can boost conversions, allowing your site to generate more sales with less reliance on social media.
• Creating Sustainable Content: Jules explains how strategically using content you own, like blogs and podcasts, can nurture potential clients through their journey, turning visitors into loyal customers.
• Repurposing with Purpose: Discover the power of repurposing and expanding on existing content to address gaps in customer awareness, guiding them from 'just browsing' to 'ready to buy.'
• The Role of Keyword Research: Find out how keyword research can uncover what your ideal clients are searching for and help you create relevant content that meets their needs.
• Driving Traffic to Your Website: Jules highlights methods to bring audiences from social media and email lists back to your website, where conversions happen.

If you're looking to shift your focus from fleeting social media interactions to impactful, owned content, this episode offers actionable advice to strengthen your website's role in driving sales!

Resources Mentioned in This Episode:

• SEO QuickStart Guide – Get started with our most popular freebie to boost your SEO.
• Google Profile Optimisation – Book a VIP day to optimise your Google Business Profile for local business growth.

Don’t forget to subscribe to the podcast for more insights into maximising your website’s sales potential and boosting your business!

Chapters

• 0:00 A Post-it Note Party & Website Focus
• 1:54 Your Website: The Sales Hub
• 3:03 Content that Lasts
• 4:30 Repurposing & The Know, Like & Trust Factor
• 5:23 Google, Keywords & Sales Pages
• 6:42 Bringing it Back to Your Website
• 7:20 Emails, Tweaks & Conversions
• 7:54 Wrapping Up

Transcript

A Post-it Note Party & Website Focus

Hello, Hope you're well. I've been having a week of paperwork, like my, my desk is covered in paperwork. I had a post-it note party yesterday, which was me diving into all the different things that I can help people with and how it all fits together and what the different stages are and what...

We need to have in place to be able to move on to this next part and it's been great doing that has been really good just to get all because I feel like this has been swirling around my brain for so long all the different things and you know when I start introducing new offers and things it all there's always something something else that goes in and just makes even more things that we can look at really so it's been good to do that to get it out of my brain and just get it a little bit more mapped out of, okay, what's the most important things to focus on first?

What are the things that are going to give us quick wins and gonna help to get results quickly? So that's been really good. I've been diving in a bit more with the podcast SEO and where we can get quick wins with that and how I can help people and then lead that into Getting more traffic to your website and ultimately the whole thing Everything that I've been doing with all of these all of these pieces of paper and everything It's all ultimately coming down to your website earning you more money. So making more sales for your website, and I just have to have that as a big post-it note that ultimately, that's where I'm trying to get people to and help people get to.

Your Website: The Sales Hub

It's just that your website is making more sales. And that's fundamentally, if I just keep remembering that, then that's, it's all good. It's all good. Everything else that seems like, oh, we need to remember to do this and do that and all the other bits, then just remembering that actually the goal is to make more sales through our website.

And I think it's, it, I've definitely been thinking about all of the like the social media aspects and how much time we spend on there. And actually if we can just keep that focus in our mind of the goal is to make more money and, or, you know, to make sales, to support our business in what we want to do and support our lifestyle and have it be as easy as it can be and as fun as it can be and ultimately if we're making more money through our website then that's good.

That means that we can have more flexibility and more freedom to do the creative parts that we want to. So I think that focusing on your website is really important, focusing some of that time, even just a small amount of time that we spend creating posts for social media and thinking about that and posting and responding.

Content that Lasts

If we can focus some of that time on our podcast and on the other content that we own. So things like our. If we focus that on our websites, but yeah, thinking about the content that we own, so it's our podcasts, our YouTube channels, our blogs, the things where it's actually content that can last and we can keep using and that nurtures people as well.

So not just posts where it's like a billboard, we've got Just putting posts out there and it's not really doing anything, it's not really helping people along that journey to becoming customers and clients. Then, yeah, just taking a little bit of that time from social and just spending that on something a little bit more sustainable in your business.

The thing with focusing on content that's, that is stuff that we own as well is we can then be thinking about the bigger plan with that. So we can think about what content we've got already and How can we expand on that? How can we break it down? How can we like go in both ways thinking about, okay, talking about it as a whole.

Repurposing & The Know, Like & Trust Factor

So if there's one particular topic, so if I wanted to talk about SEO, I could talk about the basics of SEO, but then I could also dive into the specifics of a small part of SEO as well. So I think thinking of ways that we can expand on it and not necessarily creating the same things over and over again, but just thinking about how we can then link that stuff together as well, I think is really important.

I spoke about this about repurposing our content and actually, rather than just churning more and more and more and more out, actually, if we can be really strategic about what we're creating, where the gaps are, where we can also help people move along that journey to becoming clients and customers with us as well.

So thinking about the content we're creating for the different stages of where people are in the that know, like and trust factor. Yeah, if we can, if we can think about content in that way as well. So thinking about the content buckets that we have, the type of content that we're creating and how aware does somebody need to be?

Google, Keywords & Sales Pages

So what, what's missing in that stage of awareness? If somebody doesn't really know that we're the solution to their problem or whether they don't know, even know that they're there is a problem, the problem that they have is actually what they, they think they have. And that's what it's all about with Google as well.

So creating quality content that addresses that need, and that's where doing keyword research can be really helpful so that you actually understand what people are searching for and How you can create content around that as well. So, it's basically focus on your website, focus, spend some time improving your website and that quality content that you're creating could be your sales page.

Often it's not. Often you need some informational pages like blog posts and like your podcast where it helps to lead people along that journey. But if you, if you find the right keywords, then certainly your sales pages could be the page that's answering the question that somebody's typing into Google that they want a solution to their problem right now.

Bringing it Back to Your Website

And your sales page is there and what you're selling is going to solve that problem that they have. And that's, that's you know, that's, that's where the gold is. That's where you can then make sure that actually you are converting those people who are directly looking for what you are, are selling for the solution to their problems.

Then that, that can, that can be so powerful really. So, think about that. How much time have you spent on your website this week? How have you thought about your content and creating that journey that takes people to you? Knowing, liking and trusting what you do and helping to get them out of socials.

If you can, if you are posting on social, how can you bring them back to your own content? So whether that's bringing them back to your own podcast pages on your own website, or even bringing them into your podcast on podcast player apps, if that's, that's where you've got it, or if it's, if it's in your podcast hosting platform, but ideally the...

Emails, Tweaks & Conversions

Goal is to bring them back to your website, even with your email list. Yes, you want to get them on your email list, but your email list is still directly directing them to your website, which is where the sales take place. So what can you do to make that more likely to happen? What can you do to tweak your sales pages or your checkout pages or your blog pages or anything?

What can you do to tweak it to help people? to be that one step further along the journey to actually making a purchase from you. So I'm going to finish this posted party. I have a Google profile optimization this afternoon.

So I've got a half VIP day looking forward to doing that. I really haven't done one for a while, so I love doing them because it's literally step by step. This is, this is what we need to do. And it can be really powerful, especially for this is a local business that actually showing up in the area she's in for what she's doing...

Wrapping Up

It will, it will make a big difference, I think. So yeah, I hope you have a lovely and I'll see you soon.

Bye.