I am a solo-entreprenuer. That means I'm sitting in my home office trying to figure out how I can kick my own butt into gear.
I don't have a boss, weekly reports, or team meetings. All marketing, selling, and performing work for my clients falls squarely on my shoulders. If I'm going to pay my bills, I have to get new clients. To get new clients, I constantly ask myself: How can I improve my online marketing in order to draw my ideal client to my website?
I know I need to be in all the right places. Showing up online is good, showing up authentically and resonating with my ideal client, is better. Search optimization tactics work at getting traffic, but as a solo-entrepreneur and personal brand, what I really want is a steady stream of qualified leads to my website, not just traffic. Quality is far more important than quantity.
So when I want to get new clients, I go back to the basics.
Here's what I do:
1. Get Curious. Take your online marketing to the next level by developing a genuine curiosity in people. Try to put yourself in your customers’ shoes. I ask myself things like: I wonder what it feels like to spend $$ on advertising and not get any new clients. What would I do to change that?
Curiosity takes you out of your self-serving ideas and helps you see the world through a new lens. Curiosity helps you understand your clients and to find the keywords they are using in search queries.
2. Differentiate. You have to be really honest with yourself about what you do. I know you want to 'play big'. You will, but only if you can sustain your efforts. Most burn-out happens because the desire to 'be' someone is greater than the desire to be yourself.
Differentiating is the first step to seeing your worth. It can be a scary place to go, but once you own “what you really want to be known for”, you will be able accomplish more than you thought possible.
You have to own your own stuff. What do you want to be known for? You are the 'go to' person for (fill in the blank).
3. Define your ideal client. It is a natural tendency to talk about how perfect you are for the work you do and and how all your experiences have brought you here, to this place, of giving your gifts to the world...
That is all good. But, there’s a need to move from the ego-centric mode and start looking outward. When you are clear about what matters to you it is easier to get clear about what matters to your ideal client.
Narrow the audience to widen your circle of influence.
When I help my clients attract quality visitors to their website, we work on defining the ideal client before tackling keywords, phrases and traditional SEO tactics.
Not getting traffic is a symptom. The cause is lack of clarity and content. When you don't know who you are talking to, it is hard to know what to talk about.
4. Keyword Research. Once you've tied your solution to the needs of your ideal client, it is time for a reality check. Keyword research is the first feedback mechanism to tell you if you understand your ideal client.
What are the questions and queries and what does Google say about it? Keyword research shows you how to match your content, to be the most precise fit for those queries.
Done correctly, keyword research will give you insight into the needs...the question under the question, the pain and confusion, the hopes and dreams of your ideal client.
Keyword research can help you better define the language to use when reaching your ideal client.
5. Inspire Yourself. Showing up starts at home, in your inner life. Connect with why you are doing the work you’ve chosen. I mean, seriously, you picked this. Out of all the jobs in the world, you gave your heart and soul to this. Reclaim the passion that led you into your work. Own your inner wisdom and let it guide you.
6. Don't Get Distracted. How many blogs are you reading? How much time are you on Twitter and Facebook? The amount of information to get through is insane. It’s a paradox because curiosity takes you to new frontiers, but those outer places are often distracting rather than empowering. Here's a great test to see if you’re being empowered or distracted: Ask yourself, “what do I want to be known for?" Then look at what you’re reading. Is it helping you to be better at what you want to be known for?
Give yourself freedom to ask for what you want and give the world freedom to say yes or no. That will take the fear out of differentiating. Stay true to yourself, connected to your “why.” Stay empowered rather than distracted.
The world needs you to show up, stand for something meaningful, and do remarkable work.
Learn more about the author, Tami Smith.
Tami, I just love your approach! You truly bring heart and authenticity straight into the oh-so-techy world of keyword research, SEO, etc.
As someone who's working with you to amp up my own web traffic, I can say - you're the smartest, most in-the-know expert on this stuff in Seattle. Those of us with personal brands have much to learn from you!
You are my 'dream client' way beyond ideal! I love working strategy with you. :)
Thanks for encouraging all the brave women that step into the business as entrepreneurs. I am moving forward faster and stronger because of you and what you have done with Power Chicks!
Wow! This is exactly where my head is... and what I needed to hear today!! Thanks Tami! I will be kicking my own butt into gear asap! Thanks for the inspiration and direction.
Tami - you are spot on with this article! Love it. I often feel like I am all over the place myself...lol! Thanks ~Norma
Thanks Norma! It is a tall order to stay focused and walk the fine line of connecting, sharing, learning and being distracted. Sure appreciate all you share!
i have found that doing a little pro bono work -- giving back and making a difference -- can distinguish you in a sea of consultants as the good peeps to work for ... we have alot on our plate vis-a-vis nonprofit work .. pls do let me know if you're interested in lending a hand. cheers mate.
Hi Kerry. So true, pro-bono work is a great way to make a difference. I recently set up an application process for people who need a website, but don't have resources available (it is on my site at Blue Sphere Labs). I'm working with my first recipient who is a blind, single mom trying to make income from an online business - she writes about Frugal Living. It is an awesome project to work on. I'm looking for a graphic designer to lend a hand!
Hi Tami,
Love love love your concept and I shall check out and my partner, Allie Merrick, @ Engagemeant.com can certainly lend a hand. We a bit tied up right now with the following pro bono project for Prader-Willi kids (details follow) and infact I was told today that a deaf girl is designing images for 'em pro bono. I will put you in touch with her as well as soon as I get her contact info.
PWS Exchange's new website, hosted at www.pwsexchange.com will point to a spankin' new social network site, www.pwsilounge.com, built pro bono by Engagemeant (Kerry Martin & Allie Merrick @ www.engagemeant.com).
On our new social PWS village, built for parents with Prader-Willi children, website visitors will be able to easily and quickly set up their own personal profile page (upload content including photos, videos, RSS feeds etc) and connect virtually with other parents whether by a live or private chat room or via email.
PWS parents will be able to join Groups set up and moderated by volunteer parents with each group speaking to PWS children in different age groups (e.g., PWS newborns, PWS toddlers, PWS preschoolers, etc). And, with a click on a button, parents can share site content on their own Facebook walls, Twitter accounts and other social media channels/outlets.
We invite you to let us know if you would like any specific site features and functionality built into our new PWSiLounge. And if you're interested in taking part in the design and development of this site (by providing content, graphics, etc), please contact Kerry @ kerrymmartin@gmail.com or Allie @ alliemerrick.com.
For more on what Engagemeant is working on please visit http://www.engagemeant.com/get-heard.html.
Engagemeant looks forward to our collaboration and hopes to have your new www.pwsilounge.com site launch on May 15, 2011. We are also going to contact Facebook on your behalf to see if we can change the name of your FB page to PWS Exchange (currently FB does not allows this once you have 100 LIKEs but we're hoping they will make an exception on your behalf).
Cheers, Kerry p.s. we are building similar social networks for parents, military families, gay teens and other special interest groups using Ning.com's social media platform. Please do let me know if any of these projects float your boat and if interested in lending a hand Tami.
This is so cool! I'm trying to wrap my head around it all. I'll dive into the information you provided to sort it out. Just watch the vid @ http://www.engagemeant.com/get-heard.html - wow. :)
I'll send an email to develop the conversation further and explore ways of collaborating in this awesomely, meaningful work.
ps you can ping me at kerrymmartin@gmail.com and visit parentiqvillage.com for proof of concept (I'll also share proposals with ya but via email)
Tami, I love your holistic approach to marketing, especially in this fast-paced, revved-up e-world. I've benefited from working with you, and I'm glad you're reaching out to a wider audience. They're in for a treat!
Tami's knowledge of Searchability has been a tremendous help for my website and my business. I've finally narrowed down to exactly the type of Photography I want to specialize in and Tami has helped me focus my website and it has already helped so much! Great article too!
Lynda, without your help and coaching, I wouldn't have posted this article. I continue to learn about things like periods and commas always go inside quotation marks. :) So appreciate you!
Trishann, thank you for the kind words. You deserve all the success in the world. Your work is fantastic...
What a thoughtful, well written and articulate article. One thing I have to constantly remind myself, is that it is a journey, not a destination. Thank you for fanning the embers.
Tami: What a great contribution...A Home Run! Simple, personal, powerful, concise, yet challenging. Your six points capture elegantly what all of us should be doing daily to create differential to make a difference and become memorable.
Thanks Charles. Yes, I have to remind myself of that truth too; entrepreneurship is more of a journey and I might as well enjoy the ride!
Rod, you taught me a lot about differentiation and authenticity by your actions and willingness to dive into new territory with eLearning. Thanks for stopping by and for the encouragement! :)
Hi Tami,
Back to the basics, you nailed it!
Warm Regards,
Randal
This is a fantastic article. I've done a lot of soul searching over the past 6 months and have changed my business model 180 degrees.
It's not exactly frustrating, it's growing. As I learn more and more about the photography business - cataloging what I like and what I don't like - I've watched my business morph into something new and different.
One thing that you wrote that stuck with me is "what are you reading" - I had to go through my blog roll and delete all blogs that were't resonating with me. I used to follow loads of photographers, but that's not who I wanted to attract. I replaced the professional photography blogs with amateur photography blogs and saw a spike in my readership immediately.
Keyword research is truly and ongoing project. Each month I take a step back and revisit what I want to do with my photography blog. And off to Google Analytics I go.
Great post!
Kimberly, you continue to amaze me with your insights. Your willingness to change your approach to be more authentic and to connect with your readers is inspiring.
Great comment about keyword research being an ongoing process; not static.
You are someone to watch. I'm encouraging entrepreneurs to follow your blog and to learn from you. :)
Tami-
Good stuff! I'd love to have you and this topic on my show at Extreme Dream Radio; I've got availabilities in May. Hope to have you on! Just shoot me or my assistant an email and we'll get you scheduled.
Laurie@ Tammie@
Thanks bunches and keep rockin' on-
Laurie A. Santos
Great job Tami! Your simple straight forward approach is refreshing. Keep up the good work.
Teresa Rodden A Woman Divine .com
Dear Tami, Good efforts which certainly emits positive and good vibes but this is very basic, generic and elementary info that any solo entrepreneur who intends to go web marketing way who is “optimistic” and follows the steps.
You need to illustrate tools and steps which will help entrepreneurs to develop inbound business, drive the customers in by showing how to drive clients through web site.
Still I wd say Good efforts to drive point home..
Cheers!!!
Hi Tami, spot on! I am in the process of re-branding my business and have asked myself these same questions as I try to focus on what is important. Thanks for the clarity :)
Great job, Tami. You covered some key points very well. One thing I would have added is the importance of quality copy. Readers and search engines both love quality content that is informative and relevant.
Hi Tami, I really enjoyed reading your article and loved your reminder to all of us about focusing on WHY we have chosen to do the work we do. Passion and Purpose can efficiently guide us in our business and personal life. Thanks for sharing your insights ! Dr. Brenda E. Abbey
It is terribly important to give whole-heartedly before taking. As the old saying goes, "people don't care how much you know until they know that you care."Ultimately, most ideal clients embrace the concept of reciprocity.
Fantastic article Tami. I really resonated with the part about how easy it is to get distracted. Yikes. I'm so ADD. And, I love that you asked "what are you reading" That is such a good point.
I spend a lot of time reading publications or books that either aren't educating me or that are time wasters. I want to focus on reading more books that pertain to my topic. Actually, just picked up a biography on Emily Post, the first lady, if you will, of etiquette. I think it will be an interesting read.
Great job you!
Thanks Tami, this was the perfect 5 minute distraction in a string of highly productive days! I've found keyword research to be particularly effective for clients with multiple videos on youtube, where every piece of media needs to stand out in some unique way. It's something I need to be reminded to apply to myself :)
Scott Bell
Thanks Laurie. I'll contact you soon about your radio show...sounds awesome. :)
Hey Scott, My goal isn't to be a distraction :) but thanks for the comment about keywords on video! Absolutely essential to have all content in alignment with your message and keyword strategy.
Hi Arden, You are a perfect example of someone who has become an authority around a topic. I never have to wonder about what you do and that is a huge accomplishment in today's noisy online world.
Can't wait to see the content that comes from your read on Emily Post.
Dr. Brenda E. Abbey, thank you for the kind words and glad you resonated with getting back to the "why" of our work. When I'm not clear on my purpose, I'm out of alignment and not nearly as effective.
Hey Mac,
Indeed. Quality copy is essential. Good point about keeping content informative and relevant.
I've been in some great discussions about "content" recently and what makes content relevant and valuable. So good to see the shift from old-school marketing to thoughtful engagement with quality content.
Michael,
I love this line: Ultimately, most ideal clients embrace the concept of reciprocity.
Thanks for stopping by and for adding a great comment.
Hi Paige,
Good to hear from you! I'm looking forward to seeing your re-brand. Your work is beautiful!
Wonderful article, Tami! Your presence, and writing style, is so down to earth and authentic. Really appreciated!
Jonathan Bender http://www.WholeSpeak.com
Samir thanks for the thoughts about needing to address the tools and steps for in-bound marketing. I know "articles" fall short in talking about the "how to" implement and mine is no exception.
I find tools to be secondary and not effective if the foundation hasn't been established. Inbound marketing only works if it is resonates ~ if it does, it converts better.
While it might sound like optimism, I'm pointing to the deeper work that is often over-looked.
Jonathan, Thank you for the encouragement!
I just checked out your website and especially love this: We work with the whole person, to help you express yourself both eloquently and authentically - even feel good in the process - and get bottom-line results.
Looks like you are doing great work...
Tami - I loved your article! Thanks so much. Then I also realized that I can read right along and assume I understand certain things when I actually don't. I don't really know what keyword research is or how to do it (blush). Please enlighten me a little further.
Thanks for the great article and articulating a process that can be overwhelming.
Miriam your comment is awesome...made me smile. I am starting to write more about my method of keyword research and thoughts around why it works differently for solo-entrepreneurs. I welcome a conversation anytime! Good to see you again.
Nada, you are my kind of marketer. I see collaboration in our future. :)
Loved the post. I am in the same shoes as you being a solo-entreprenuer. I recently developed a year long plan to focus myself and really work on my making my business be my passion. Thanks for the article and insights!
What Kimberly accomplished is very impressive. A fresh viewpoint with benefits!
I took notes. Now I will embark on the application process.
Thanks for the Inspiration!
You have made some great points and I like your article. I often ask my clients what words they think their niche client would type into the Google bar if they wanted help. It's amazing how many people don't know because their focus has not been on their client.
Of course once you get people to your site you have to give really good value or people won't stay. Thanks for sharing.
Tami Your poit of view noted!!.
To all readers : Thru Tami Smith: I have a small ppt if any one is interested on practical ways on how to drive traffic to your web site. If interested do send me your email IDs so that I can share the same.
I love your advice about how to keep focused when reading blogs, Twitter posts, etc. "Ask yourself, “what do I want to be known for?" Then look at what you’re reading. Is it helping you to be better at what you want to be known for?"
To keep curiosity alive and continue learning, I like to also ask if what I'm reading aligns with my learning goals.
Thanks for your insights, Tami!
Nice post Tami, it's so true you can be completely overwhelmed with all the information available on the net but its always good to be reminded its your customers that need the focus
Impressive post!
For sure being curious about your prospects, their business and business process is critical.
And we need to be different. But how? One way to find the difference that resonates with your client is found in their testimonials. Check what and how they say how much they like your business.
I offer more ways to build dramatic differences for your business in http://strategiesthatwork.nextlevelbizdv.com
Elizabeth, a year long plan to stay focused takes vision and true commitment ~ that is impressive! Hope to hear more about how it is going.
Timothy, I agree!
Kaya, I find the same response from my clients, but truthfully, it is hard to know what someone will search for. Udi Manber, Google’s vice-president of technology for core search is quoted as saying, “ If you look at all the unique queries we get in a particular day, about a third of them we’ve never seen before. One-third of them every day are unique."
That is why I try to look beyond keyword tools and be really sensitive to the needs of clients. To anticipate questions and queries and create content for future queries as well as past patterns.
You are right on about keeping the focus on the client...that's the goal. And btw, I just joined your Facebook page!
Thanks for all the great comments.
Well done Tami. I look forward to more gems from your brilliant mind! Thanks for being so real and personable.
Thanks for the great comment Trelawney!
I've been holding myself to the fire on alignment. I had to clean out my Google Reader subscriptions because I was all over the place in what I was reading and commenting on.
I've made a commitment to being known for working with Solo-entrepreneurs and personal brands ~ that means going deep in subjects that will make me more effective with my clients.
Hope to see you at the next Powerchick event!
Majella you got it. I get overwhelmed often, but thinking about connecting authentically and being ok with some of my limitations really helps. I'm getting better at working with those "just -right" clients and life is much happier!
Ed, I really appreciate the kind words. I just discovered the brilliant article you just posted "Re-energizing Yourself When You've lost Hope"! I'm going to hop over and dive in.
Nice work- Tami. I very centered and helpful article. And THANK YOU for detailing the importance of keyword research. (Amazing how business owners spend money on SEO services and not even know what their keywords are :-(
Great article, Tami! I did some tweaking to my keywords last year and immediately saw a difference.
But even more than that advice, I just love the inspiration of the article. That's what I love about entrepreneurs... we're the people who can (must!) kick our own butts in gear. We rock!
Love it (of course). One issue I continue to have with all the above is the keyword stuff. Seems every keyword (phrase would be a more accurate name, right?) is either already hugely popular or never sought. I can't work out which way to go. Talk about distracted, I spent days on a big research project to determine the right keywords, but the stats changed daily and I got nowhere. Back to old fashioned marketing!!
Also, loved your '6'. I have a client who recently told me she had located some 30 blogs to follow...ahhhhh
Thnx....T
I really appreciate all the great comments. I didn't know writing an article could be so fun!
Reid, Kate, and Terry, you all hit on the keyword part of the article and I love hearing about your experiences.
Kate I love that you were able to pick up some traction by figuring out the right phrases to use and Terry, I agree with you. Most of the time words are either too competitive or too obscure with general keyword research.
My experience has been quite different once we dig deep in the differentiation piece...those are usually great qualifiers. Then, finding long-tail questions - rather than keyword phrases - helps for some quick wins.
Thanks again ~ cheers ~
Great summary and good reminder to do my Google research. Thanks.
There are thousands of blogs and essays about the technical aspects of keyword phrases and SEO on the Net. What attracted me about your article was the more abstract aspects and personal perspective of being a 'Solopreneur'.
All very true. The key is to spread your online presence as wide as you can, with quality information and content that leads back to your web site. (You do need a web site!) Once there are enough bread crumbs leading back to your home (web site), it can really start doing the work of your sales force. But you need to leave comments on blogs, and have conversations with people online.
Tami, I don't think I've ever come across a pithier, more powerful way to talk about targeting your ideal client. "Narrow the audience to widen your circle of influence" is pointed and energizing. Thank you for sharing that and all the other ideas!
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