Q. I am pivoting my solo business to a new market. As part of the process, I’m building a new website and want to include a newsletter, blog and/or social media activity. I would appreciate your thoughts. Where should I begin?
A. When you decide to pivot your business, it’s easy to start with a focus on the graphic components of rebranding, when in fact you’ll do better to focus on message. We’ll assume you’ve tested the new market and you’re comfortable it’s a profit niche with prospects who will buy from you if you can demonstrate value.
There’s no need to be either/or in promotion. In fact, the opposite is true. Your blog, ezine and social media work together.
(1) Create the three stories that will make your pivot smooth and profitable. Download your free guide here.
(2) To scale your offer, start with one-to-one.
Identify 3 to 5 individual people in your new niche. Find out what they’re interested in learning about. Write directly to them and answer their specific questions. Post this content to your blog.
(3) Use the “Rule of 3.” Repurpose every piece of content so you use it at least 3 times.
Every time you write a post (or publish a video), send a message to your list, inviting them to visit your blog. .Sure, You’ll soon get a sense of which headings get the most people to click “open.” And as you re-target your list, you’ll naturally attract a more targeted audience.
For some particularly detailed or useful posts, create a content upgrade. Use Beacon or another tool to transform your post into an attractove pdf ebook. I use LeadPages to create a leadbox, which is more helpful than just a link to a page.
Turn every post into a LinkedIn Pulse article. Use Twitter and Facebook to direct readers to your posts. Rather than sell on social media, send readers to your post.
When you’re pivoting it’s important to sound even more focused than you normally would. Include your new message in every single post.
(4) Become the perfect guest.
Look for opportunities to be a guest on podcasts, webinars, telesummits and more. You’ll reach new audiences faster and more easily this way.
Guest blogging works well when you follow certain steps. I’ve got a course on Udemy that walks you through the process. Click here for a link that gives you a 50% discount price.
Guest blogging is a long-term strategy that requires considerable effort. You need to create original content for each post. However, depending on you field, you may see a huge payoff.