Coaching call: What should I post to stand out in a saturated industry?

Today I am coaching Dinorah Bermúdez who is the author of “My Year Without Men,” relationship coach, and guest speaker. Dinorah is seeking input on the best way to create and share content that cuts through an already saturated market. Today we chat about strategies to pinpoint and connect with your ideal audience.

In this episode, we chat about:
– How standing out the in crowd…zagging when others are zigging…can be so powerful.
– Why intentionally crafting out your ideal audience can be a game changer to your business
– Getting clarity on your messaging and using relatable terminology to highlight your expertise
– The benefits of identifying mindset shifts as an audience nurturing technique
– Strategically planning for audience growth…its more than posting on social media

 

Today we are workshopping how she can start to share content that helps her to stand out so that she can get those clients to sign up for her course when she launches it. And I'm very excited about this episode because I know it's something many of you struggle with. So if you are finding it difficult to stand out online, let's jump into today's episode because you'll get a lot out of this. 

 

How standing out in the crowd can be so powerful

I'm super excited and ready to share and get some feedback from you. So I recently published a novel titled My Year Without Men. It's focused on relationships and I want to continue building on my platform and my brand to reach women interested in personal development and relationships, but it's a saturated market. So there is a lot of behind-the-scenes work that I need to do and obviously help from you.

I think what I need the most support with is translating the content I have more on academic background. I've studied theology, philosophy, psychology, and education. So it's a very dense academic background. And I feel the urge to help a lot of women in relationships and personal development and fulfillment and happiness and all of those topics. 

But I think what women and people nowadays, probably getting out of this type of content from maybe blogs or even magazines so like the easy-to-reach or access content that maybe people are more accustomed from self-help content basically. So I need to bridge that gap like you always talked about to really reach the audience that I need to focus on.

I wonder also though if the ideal client that you're trying to reach for your course isn't somebody who is focused on the easy-to-consume content. They have maybe already tried the easy-to-consume content and they're still not getting the results and they are ready to do something a little more serious, a little different, rather than trying to compete with the simple bite-size tips and the really simple content that's obviously not getting them these results. I wonder if that's now your ideal client is that person who's really tried everything and still hasn't seen those results. How does that feel?

I think that's right on. That's the direction we need to go in. 

And then I think a big part of your marketing, you're probably going to need to have a lot of that marketing that is going to be empathising the fact that they have tried everything and they might be questioning, what's wrong with me? Am I doing things wrong? So then your content really begins to meet them where they are right now with those pretty heavy emotions of like, am I broken? Why am I not doing this right? Why is everybody else finding this easy? 

And sharing content that shows them why they haven't succeeded yet. And introduces them to your different solution, which is obviously a lot heavier than the other solutions that they've tried. But it's also you know, you've got a few different things that set it apart and that's why yours is going to work for them.

Yes, yes. So what would you suggest if they're just to hone in on the client type or profile would be women from like, 25 to 35? Or go up to 55? What do you think?

I would say a little bit older than 25. Especially because you know, you do come from that academic background. And obviously do some audience research around this to find out, but I would imagine that women that are younger are probably consuming more of the bite-size tips. They're really easy to consume content that they're getting from all of the blogs and things that they're following. But somebody who's a little bit older, they've probably tried everything and they're really now this area, so like okay, I'm at that point in my life where I'm ready to try something different. What I've tried so far isn't working for me. Maybe I need to try something different.

 

Why intentionally crafting out your ideal audience can be a game changer to your business

 Okay. Yes, I will start focusing on that. And now for the social media content. I feel my challenge is the flow. I am improvising right now because I haven't defined all of this that revolves around my brand, so I improvise all the time. So from what I'm doing, what would you suggest or what parameters should I set to?

What I would really suggest is focusing on things like, why what they've been doing hasn't worked so far? I mean, a whole series of social media posts for you could be, this is what every dating blog out there tells you to do. And this is why it hasn't worked for you yet. And breaking that down and obviously applying the research, applying a little bit of the academic stuff, but making it really simple and consumable.

I think that's really such a big opportunity for you to demonstrate your expertise and your knowledge by taking such an advanced concept and advanced research and putting it in really easy-to-understand terms. So always relate it back to them. 

 

Getting clarity on your messaging and using relatable terminology to highlight your expertise

That's where I struggle a little bit in the sense that I'm already married with two kids. I'm not going through the dating stage obviously. And maybe, we'll never have the type of experiences that other people have. A lot of the current topics are like not dating a toxic type of guy or those types of trending topics. Should I also use that opportunity that people are interested in that, to use those topics? 

Rather than jumping on a topic because it's trending, if you notice that maybe some other people in that space or other businesses in that space are giving advice around this is how to not attract a toxic person to date, then what you could do as a piece of content would be to break down the advice that you've seen people giving online. And explaining whether you know why this works or why this doesn't. 

Because you don't need to disagree with everybody. Like we don't want to disagree with people just for the sake of disagreeing. But if we are agreeing with them, let's back it up. Let's say why? Like you do have that advantage that a lot of people don't have and that is that academic background. You can find research, you can understand research. A lot of people can't. And when you understand that research, you have the skill to synthesize.

And put it in really easy-to-understand terms. It's much easier to just pull a quote from a piece of research than it is to explain it in your own words and explain it simply. And by doing that instantly, people will look at you as the expert. It's like, oh wow, she must know this really well. She must understand this really well. Helping them go deeper into the content

 

The benefits of identifying mindset shifts as an audience nurturing technique

Another question I have is how do I introduce the topics I'm going to be talking about in my course, or do I keep that to the course and not really talk about it in my social media content?

Give me an example of what's the first topic in module one that you'd be teaching. Like how to remove obstacles from love in your personal life, let's say. So then rather than teaching them in your free content, rather than saying, here are three ways to remove obstacles from love in your personal life, we don't want to have that.

But what we could do is start to highlight the way obstacles that are in their life that are blocking them, that they might not have realised. Because if somebody then sees your course and they see, oh, module one is about removing obstacles in my life that are blocking love, but I don't have any obstacles in my life.

But if they've consumed your content where you've actually shown them the obstacles, they might not have realised, now they're aware that they have these obstacles and they're much more ready to go and solve that problem. 

 

Strategically planning for audience growth… it's more than posting on social media

So the followers don't just come. This is a big myth. They just don't because Instagram is not a way to grow your audience. Instagram is an audience to grow, just like your email list is an audience to grow. But unfortunately, you need to be getting in front of new audiences and driving them back either to your Instagram or to your email list. 

Having that content there on your Instagram is how people will stick around. So when they hear about you on somebody's podcast, for example, and then they come to connect with you on Instagram, they see that you've got all of this content there.

They consume your content, and they follow you. That's how we get them to stick around and how we nurture the existing audience. But it's not how we get in front of new people, unfortunately. Once upon a time, yes, the algorithm would show your reels to all the new people. It doesn't like that. It does a little bit, but not as much as it used to, and it's not a reliable method to grow your audience quickly.

But we really need to look at how are we driving people back to you rather than hoping that your content gets to people because that's just it. It doesn't happen very quickly. It's definitely becoming more and more common amongst that kind of age group and I know the subject that you're talking about is a very popular kind of topic on TikTok. I think discoverability on TikTok is better than Instagram. It's easier to get found on there than it is by posting Instagram reels.

And if you are going ahead and creating those reels, you might as well save the video and post it to TikTok as well. But if you come up with a really streamlined process, maybe outline five videos of just you talking to a camera for 30 seconds. Hit record. Record them and share them. That's going to save you a lot of time rather than looking for the trending audio and trying to make it really catchy, really fancy. 

I know you have a book also. I don't know how much emphasis, but I think in your case it helps your business, right? And all of us love all of your content. In my case, it's a novel. How can I use it for my benefit or, I mean, obviously for the people that follow me, but in the sense to help me either grow or expand or add value to my business?

I think getting really clear on whether it's a book that you are using to try and reach new people or a book that you're using to try and nurture the people who are already there. And I mean, with my book, I'm very intentional. I was very intentional with it. It's very much for people who are already in my audience.

I think it's quite challenging unless you have, you know, a publicist or you're willing to go out and DIY that publicity for your book. I think it's very challenging for it to reach newer audiences. It's not to say that it can't be done, but you need to have some kind of publicity plan.

It's the same concept, I suppose, as trying to reach new people normally, but you are giving them the call to action to read your book rather than to come and follow you on Instagram or sign up for your email list. 

 

Pin it?