Episode 235
235: How To Get Your Messaging Just Right
When you’re targeting more than one ideal client your messaging can take a hit.
In today’s coaching sesh, Melissa discusses the importance of building a strong personal brand before zeroing in on separate client bases. To avoid confusion, she recommends creating distinct content for each customer profile under one unified brand.
If you’re not sure how to talk to two different audiences listen in!
Topics discussed in this episode:
- ideal client
- scaling your business
- business services
- small businesses
- lead generation
- creating offers
- strategic content
- targeting your market
- HR
- content separation
- employee vs employer
- pain points
- parallel content
- LinkedIn™
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Transcript
Hello, so I already dropped my LinkedIn personal page and what I do in the chat. So I'm an HR consultant. Um, and I'm kind of in the process of. Regrouping my services and who my ideal client should be and I'm, um, for the past about 18 months, I have been a fractional HR consultant working specifically with startups.
And so I'm constantly working myself out of a job, and it's not very sustainable and it's not scalable and it's not. Very predictive in terms of income. So, um, I actually started signed up for B school right before I signed up for this. That's really helping me figure out, um, what my services and offerings should be.
rsify a little bit. And so I [:And so what I'm kind of struggling with, I haven't, I've started listening to the modules, but I didn't want to get too deep into it and then have to rehash stuff. Um, So, I'm just kind of looking for guidance on, you know, how you think I should set that up. Um, I kind of want to be the face of my personal page, but not the face of the business page.
a team if that makes sense. [:Yes. Yes. Yeah. Yeah. Okay. Um, and so you're looking for guidance on how to really kind of get started with kind of segmenting that out and getting like getting started in how to like kind of brand them differently. Yeah, yeah, yeah, yeah. So, um, I would say this is just my two cents. It's, it can be a little bit confusing to try to just jump out of the gate building both with parallel like energy and focus.
business before building out [:Right? Um, we built the personal page, built lots of. Credibility and then built the business page and then use the personal page to actually boost the business page and drive traffic over there. Right? So I just don't want you to feel like you have to launch them all at the same time. You certainly can.
Um, so when it comes to employee versus employee, your, and if any of you are on the line earlier today, this is going to sound familiar. Uh, Tisha was on the line. I think I'm, um. Going to ask you, and there's no right or wrong answer. Um, if you had to prioritize your focus right now on the employee versus employer business focus and lead generation, is there a priority?
ith, you know, over the next [:Um, but I guess the question I have is, since I kind of want to have that separation when we start getting into the nitty gritty, and we start putting out content, if I start with my personal page, how do I deal with that conflicting. Targeted to the business owners and the employees. So just to put you at ease, we do this all the time with hundreds of clients.
ve to be an either or this is:I want your brand and your business, um, regardless, um, for you to be able to pivot on both. Um, so, so we, we had a number of people who just came through this morning with the very same scenario. They're working one on one, they're consulting, but they're also landing corporate gigs. Um, I. And again, I hear you wanting to build this business page to be a standalone and you can totally do that.
with corporations or you're [:You're probably in the probably 50 to 60th percent. Category of consultants who are working directly. Many of them are still working with corporations because they pay, but it's kind of soul sucking and they really want to be doing the one on one, but it's like generating the revenue to help them boost their book of business with the, with the one on one stuff.
Um, that may or may not be you, but. My guidance for you is that number one, I would go back and watch the replay from this morning because we did a super deep dive on this with two different clients. Um, I would encourage you to just create two different swim lanes of content on two different days. You can be an authority on one day speaking to the employee, and you can be it.
ke gone car shopping before. [:And now I see them everywhere. I used to think they were rare and like nobody had them. How many of you guys like you, then you see the car you're looking for all the time, right? This is how social media works. Many of you are probably afraid that you're sending out mixed messages. To put out content on day one, speaking to the employee, but content on day two, speaking to the corporation.
The reality is people see what they want to see. So if you're speaking to the employee, it's just going to go right through their feed and they're not going to read it. Just like you don't see the cars you're not looking for, but to the person who's looking for the G wagon, they're going to stop and their scroll and be like, they're speaking to me, right?
individual that you coach is [:They're both under the umbrella of all the topics within that. So just have two different swim lanes on two different days. And I highly encourage you to grow, grow, grow, grow, grow your expertise as an HR expert who consult regardless of who. And as you get a lot of momentum and, and a, a nice book of business, consider really building out a business page that's not you or your name or your brand.
te content, separate network [:Does that make sense? Absolutely, so a follow up to that. I already have the business page. And so I started in the module and at 1 point, Jackie said that when you build your business page, it gives you the option to invite everybody from your personal page over, but I didn't see where that was an option.
Do you know where I can find that on the business setting? Um, I would submit, I would, Jackie's going to be doing, um, the strategic advisory call on Monday. That would be a great question to submit for her to walk everybody through. Um, and maybe Allie, you can drop the, for those of you who are not sure where the link is, it's in a couple of different places, it's in your Sunday night email and it's in your coursework.
ys will learn. I'm more like [:And you could drop that question in Slack today, and maybe somebody could actually even jump in within the next 24 hours and answer that for you. Yeah. All right. And today's replay will be in the Facebook group then. Okay. That's all I had. I appreciate it. Thank you. Awesome. I'm excited for you.
