Thank you readers for being so supportive of Get Sorted: The Blog. In effort to continuously grow and evolve, I will be adding a special monthly edition to support local entrepreneurs and business owners in the Greater Toronto Area and highlight their expertise. As a Professional Organizer, I help clients transform their homes. I want to provide you with as much knowledge to local resources as possible which is why I created Getting Your Life Sorted: Local Expert Spotlight. It will provide you, the reader, an opportunity to learn more about how you can improve your lifestyle, such as physically, mentally, economically, and more - on your own terms! You can expect answers to commonly asked questions, misconceptions, and ways to enhance your life for the better!
If you are a business owner or you are thinking of starting a business then you will want to read this! Our next local expert goes to Trista DeVries, Brand Coach, Marketer, and Web Designer. Trista started her business 10 years ago after spending years working in large companies to build someone else’s dream. She realized her business wasn’t about the bottom line, it was about making a real, measurable positive impact in the world. When Trista is not helping women-identified business owners build growth-ready, thriving brands you can find her cross stitching, listening to true crime podcasts or adventuring with her adorable three-legged rescue dog.
Today, we will focus on how Trista helps women-identified business owners get their branding sorted!
WHAT'S YOUR WHY?
I am really passionate about helping women-identified business owners build growth-ready, thriving brands.
I know that women-identified people do business differently. We are more purpose-driven, we use more sustainable business practices, we are more compassionate employers, and we are constantly innovating.
We also grow faster and plateau sooner.
With my skill set in web design and my truly unnatural obsession with marketing and branding, the greatest impact I can have on the world is to support women-identified business owners in pushing past those plateaus to take their businesses to the next level.
Because every woman-identified business owner is far too awesome to have a crappy brand.
The following are Trista's top 5 branding questions. By the end of this Q & A you will be using the #Tristaknows !
1. What is a Brand?
There is a lot of confusion about what a brand is in the world these days -- and it’s super important to understand what a brand is, because your brand is your business’ biggest asset.
A brand is not a logo. A brand is a feeling. It is the sum of all experiences and touch-points that a customer has with your business.
That’s every email, newsletter, social media post, image used, customer experience, digital system -- I could go on, but basically, it’s everything about your business that affects your customer’s perception of your brand.
Sure, your logo and brand colours play a big role in that, but your brand is what people say about you when you’re not in the room.
So, what do you want them to say about you?
2. How do I get more customers?
If you’re having trouble getting customers, it could be one of a number of reasons. But in my experience, when women-identified business owners say this to me, it is almost exclusively because they don’t understand their customer. (Which means they’re not using language and visuals that connect with their dream customer.)
Lots of people have heard of customer avatars, but the majority of customer avatar advice out there doesn’t go nearly deep enough.
You need to create a single person to represent your customers.
That person needs to be a real person to you.
That person needs a name, likes, dislikes, values, hobbies, and a family.
You need to know what keeps them up at night and what their greatest hopes and dreams are, both in general and in relation to your products and services.
So, if you’re having trouble connecting with your customers, you probably simply don’t know them well enough.
3. What is a funnel and should I have one?
A funnel is a method of getting the attention of people who are interested in the kind of thing you do or sell and then walking them along a path to becoming your customer.
At the top -- the widest part of the funnel -- there will be lots of people who are generally interested.
In the middle of the funnel there will be people who have already expressed an interest in getting to know more about you and what you do or sell by investing either time or money with you.
At the bottom -- the smallest part of the funnel -- there will be only a few people who are ready to become your customer.
What a funnel is and what kind of funnel you should use to attract the customer depends on what kind of business you do and what your customer wants most.
When done well, funnels are extremely effective lead generators and they keep businesses flush with customers.
4. What kind of lead magnet is best for my business?
For anyone who isn’t familiar with marketing lingo, a lead magnet is something that attracts people to your business. This term is generally used to describe something that your customer would want and would give their email address to get. (But it can be anything you’d like and that would attract your customer, specifically.)
The answer to this question is maddeningly simple and complex at the same time:
The best lead magnet for your business is something that is very high value to your customer.
For your business that might be a 5-day email course. It might be a downloadable meditation. It might be an e-book. It might be a discovery call.
Ultimately, you need to decide what brings people to your business in a way that’s attractive and valuable to them, so there’s no one-size-fits-all.
5. What is your best advice to small business owners who are struggling to stand out in their market?
The thing I tell my coaching clients most often is to be consistent. Whatever you do to market yourself, be consistent about it.
It’s important to note that I didn’t say, “Be active on every social media platform, be active with your mailing list, have a growing Facebook or LinkedIn group, blog weekly, and also crush your customer experience.”
What I said was: be consistent.
It’s okay to choose to only do a few things, like be active only on the social media platform where your dream customer spends their time and email your list at least twice a month.
You can’t have it all if you have to do it all.
So, focus on the one or two marketing activities that will get you noticed by your dream customer and do those consistently.
If you are an entrepreneur and/or business owner living in the Greater Toronto Area and would like to be featured on Getting Your Life Sorted: Local Expert Spotlight then please email email@example.com to share why our community should know more about your expertise and/or services!