How often do we put our business growth aside for client work?
Anticipating a month focused almost entirely on client work in June, I deliberately capped the number of projects I accepted for July so that I could reestablish my routine around necessary work in marketing and internal business growth and development.
I also tried a couple of things that were new to me.
Raising my Prices
First, I realized I had to raise my prices for my Website Intensives (VIP Days) after assessing how much work I was able to do for my clients in one day, and what they get out of it long after.
I’m working on adding a few bonuses for my clients going forward and prices go up this Fall. The new part is raising those rates, but also feeling good about increasing my pricing!
Promoting a Single Offer Daily
I spent all of July promoting VIP Days at their current rate right up until July 31st. I’m not used to making offers without first talking to someone and getting to know them, so this was a huge step outside of my comfort zone.
I started by reaching out to my email list, then reached out to former clients before posting to social media audiences, and I talked about it everywhere.
After stepping waaaaay out of my comfort zone… I didn’t get any extra bookings! None of my email subscribers or my Instagram followers booked a VIP Day.
And I think that makes sense. I have a small audience that I don’t engage with regularly, and I brought this offer out of the blue. Most clients who book VIP Days tend to have had some direct interaction with me – even if very briefly.
Also, if someone who found out about it for the first time was interested, they might not have been prepared for a $1500 commitment right away.
So no additional bookings from my email list or all those Instagram posts, but now I have templates for future ConvertKit e-blasts. I also have an outline for social media campaigns the next time I want to try something like this!
The Big Instagram Experiment
If you follow me on Instagram, you might have noticed that I was suddenly posting on IG all the time. Honestly, content ideas kept coming out of me, and instead of feeling overwhelmed, it was kind of a fun experiment that I really enjoyed!
A few things helped me do this consistently, where I’ve failed before:
- I approached it all as an experiment, avoided looking at numbers until the month ended, and didn’t overthink how polished (or not) my content was. My goal was to just create and post consistently, and I achieved that goal.
- I got really clear about the topics that my audience might care about – from my perspective, and in my voice.
- Also, I made sure they were topics I was comfortable with, or had fun with, or that spoke to my values.
- I looked at some Instagram accounts I love and realized that the ones who seem to sell confidently are generally e-comm businesses. They are constantly promoting beautiful products using gorgeous product photos! I took some time to consider how I could show what I offer without product images – I’m still figuring this out – and decided to just start talking about how I can help my clients.
Some numbers from the Instagram experiment:
# Posts: 8 (Only! I really didn’t create too much of anything and ended up cutting a lot of content out.)
# Stories: 7
# Other content: 1 IGTV
Impressions: +434% (Is this just from posting 3-4 times every week for a month??)
Engagement rate: +132.73%
Follower growth: 19.5% (I don’t worry about this metric, especially since I don’t have many followers – 4 accounts actually unfollowed me in July which hopefully means the people who stayed are actually interested in what I’m posting.)
The metrics I’m most interested in:
Profile visits: 120
Website taps: 10
*Interestingly, of all the people who visited my website in July, the visitors who seemed most interested in learning more and browsed longer came from IG. (How do I know this? Google Analytics, baby.)
One thing to change/improve this month: I should have been more consistent with my IG engagement. So, August is going to look somewhat similar to July, but I’ll be paying more attention to engaging with others on Instagram consistently all month.
Unintended side effect: A lot of strangers popped into my inbox to have friendly conversations with me. They’re not interested in hiring me. They do seem to be angling to pitch something to me, but I also feel like they’re taking up my time using me for market research. I haven’t yet figured out what to do about it, but I’ll get back to you on this one.