If you were to take a peek behind the curtain of Humble & Whole, you would find that our marketing strategy is based on three pillars: our blog, social media networks, and our mailing list. The success of building an engaged community and working with our dream clients is a result of those three pillars working cohesively to accomplish our goals.
What we’ve discovered from market research is that most online entrepreneurs understand the importance of blogging, social media, and a mailing list respectively, but there is a gap in understanding how these three pillars are intertwined. We’re eager to explain how our blog, social media, and mailing list work together to expand the reach of our brand and meet our goals.
STEP ONE: HUMBLE & WHOLE IS DISCOVERED VIA SOCIAL MEDIA
More often than not, our social media networks serve as the gateway to our brand. As the most common method of online marketing, we understand that Humble & Whole has the greatest chance of being discovered via social media. Although we have had traffic result from Google searches, the vast majority of visitors to our blog come from our social media platforms.
This may sound strange coming from social media strategists, but our goal with social media has always been to mobilize our most engaged community members to the blog and onto our mailing list.
Social media is fragile.
A common mistake we’ve noticed involves entrepreneurs solely relying on social media to meet their business goals, but this can be difficult for two main reasons:
1. You don’t own your social media platforms in the way that you own your blog and mailing list.
When you purchase a domain name + hosting, your blog is yours. Your mailing list is yours.
You don’t have that same security through social media. Unfortunately, Kleneice and I have witnessed two Facebook Groups disappear into thin air. Both groups had well over 10K members and were deleted by Facebook without warning. Can you imagine the shock of building such an engaged, thriving community only to wake up one morning unable to recover it? The ugly truth is that social media accounts are not permanent and can be deleted without warning.
2. The algorithms will continue to evolve on social media.
Perhaps the most frustrating thing about using social media to market your online business is the never ending battle with the algorithms that threaten to limit your reach. Algorithm updates don’t pose as much of a threat to brands that have already built an engaged tribe, but for those who are in the process of building meaningful communities, continual changes can slow down growth and progress.
Each of our social media platforms are optimized to drive traffic back to the blog or to our mailing list through the promotion of our content upgrades.
For us, social media is important to consistently put Humble & Whole in the path of our dream clients, but it is viewed as the first step in building trust with our tribe. As our tribe becomes familiar with the content we share, who we are, and what we do, we promote our blog and content upgrades strategically to nudge them towards the next step in our path.
STEP TWO: THE HUMBLE & WHOLE BLOG BUILDS TRUST AND INTEREST
The Humble & Whole blog serves as the home base of our brand. The blog is easily our most valuable marketing tool because it has allowed us to build a reputation of sharing educational and actionable content. Blogging consistently about online marketing caused our community to identify our expertise in organic strategy.
We have witnessed entrepreneurs who were initially on the fence about working with us become clients after reading our articles. Our blog is designed to perform the heavy lifting for us by addressing the pain points of our dream clients, sharing actionable advice, and highlighting the success that can be achieved with digital marketing strategy.
Blogging was definitely more of a time commitment when we first started building our brand because we were blogging three times per week. Now that our reputation is stronger, we’ve scaled back considerably to allow our older content to continue to work its magic along with our mailing list.
STEP THREE: THE HUMBLE LIST NURTURES OUR MOST ENGAGED TRIBE
Our mailing list is home to the most involved, engaged members of our community.
Our mailing list serves as the place where we share what’s going on behind the scenes of Humble & Whole, conduct market research, encourage interaction, and earn passive income.
Promoting our content upgrades on social media and within our blog posts has helped us successfully build an engaged community within our mailing list so that we could make sales of our own products and services and the products we believe in enough to serve as affiliates.
When you cultivate a community within your mailing list, “the money is in the list” becomes a reality.
For ten years in a row, email is the channel generating the highest ROI for marketers. For every $1 spent, email marketing generates $44 in ROI . (2016)
Email has consistently been the most powerful and profitable marketing tool for business.
Many newer entrepreneurs make the mistake of thinking that social media will give them the highest ROI, and neglect building a mailing list. However, building a mailing list early on in your business is actually a strong revenue generating activity.
The success we’ve experienced through Humble & Whole is due to our blog, social media, and mailing list working in harmony to achieve our goals. Our pathway to build trust among our tribe is actually simple when you examine the core of it.
Our social media networks allow Humble & Whole to be discovered by fresh faces every day. The content that we share on our social media platforms is designed to encourage our tribe to visit our blog, where our high-quality posts can perform the heavy lifting for us and promote interest in our services. From there, our dream client goes on to opt-in to our mailing list, where we share exclusive content to cultivate a stronger relationship with our tribe.
It is so important to stop and reflect on the strength of your client or customer pathway. Is your social presence effective at generating traffic to your blog? Is your audience taking the actions you want them to take? Are you focused on building your mailing list?