Smart Online Marketing with Kaity Griffin

'The best way to think of it is, it's a tool, it's not something you have to do, it's not something you have to compete with anyone on, it's a tool you have for your business. So try and take a step back. It is so easy to get overwhelmed, you see everyone doing everything all of the time and it's all just content and noise. But I think, because one of the things people throw out is 'be consistent, consistency is key' and yes it is key, but it's key in your own context. You can be consistent if you're posting twice a week, great, that is consistency. Consistency doesn't have to be everyday.' In today's episode Kaity is joined by Cheyenne Hackland, Social Media Manager and Marketer. Cheyenne is a social media marketer with 7 years' experience in all things digital, helping small - and large - businesses grow and foster genuine communities. After working in Influencer Marketing for brands like Flat Tummy Co & Sneaky Vaunt, she moved to Social Media Management (amongst other things #smallbizlife) for Melbourne-based brand Silent Arrow. After a few years there, Cheyenne took a leap of faith and started Holler Social in early 2019 ~ and hasn't looked back. She finds being able to work with amazing businesses across a wide range of industries is incredible, and being able to share her knowledge and experience to help them build their brands, create loyal communities and visually tell their stories is something she is so passionate about and grateful to do each day. Let's jump in! WHAT YOU'LL LEARN ABOUT IN THIS EPISODE: •Pros and cons of being employed VS self employment •Working with red flag clients •Advice for people that are overwhelmed with social media content production •Can you do too much content production on Instagram? •How long does it take to create a reel •Bookmarking inspirational reels or content to come back to when you feel inspired to make your own content •Engagement pods - what are they and what are the problems using them •3 favourite ways Instagram can grow your business RESOURCES: •Holler Social Website •Holler Social on Instagram •Kaity on Instagram •Kaity Griffin website •Job opportunity at Kaity Griffin HQ

'When it comes to ethical marketing, our measures of success aren't just the amount of money that's coming through the door. Because if your measure of success is just about how much money you're making then it doesn't matter how you make that money. It doesn't matter if you're telling people the thing you're selling is going to give them 'X' when in fact it doesn't do that at all. You can sell all the promises and never deliver and for a while, that business model might work for you but most of the people I work with and certainly for myself in business, our measures of success are far more nuanced than that.' In today's episode Kaity is joined by Anna Rogan, an ethical copywriter. There's a better way to do marketing. One that doesn't rely on old-school sleazy sales tactics. Or at least Anna Rogan - a stubbornly creative copywriter, determined olive farmer and truly hopeless optimist - believes so. Anna has a BA in psychology, a post-grad in writing and a decade-long career in comms and media roles for some pretty big brands under her belt. But these days she mainly writes for purpose-driven, heart-led small businesses and entrepreneurs. Let's jump in! WHAT YOU'LL LEARN ABOUT IN THIS EPISODE: •Ways to achieve ethical, effective copy •Behind the scenes of a copywriting business - how charging for time not major projects creates flexibility in Anna's weekly schedule •Clients perspective on why hourly / per day rate is better than a time based model •Choosing the best business model for your service based business and your lifestyle •How to deal with clients that have overstepped boundaries and asked for more than originally agreed upon RESOURCES: •Anna Rogan Website •Anna Rogan on Instagram •Kaity on Instagram •Kaity Griffin website

'I start by really looking at their values and what it is that they want. So forget about how much money you want in the bank and start thinking about what it is that you want your life to be. Is it picking up the kids everyday? Is it that you really want to manage people? Whatever it is, it starts with your values and what you really want and then from there we look at all the options and then if you match that against their values you can pretty quickly see the things that just aren't going to work for them, either now or maybe ever.' In today's episode Kaity is joined by Eliza Ludwig, Wealth Coach for Business Owners. Eliza is a self-labelled 'urban hippie' and loves helping others that are financially stuck. Eventually she decided she needed to do what she felt called to do and after a few ebbs and flows, The Flow Society came into being. She's never looked back. Eliza now lives in Sydney's Inner West with her husband, daughter, son and rescue pup. She loves baking, weights and watches every DIY show on offer - obsessed! She indulges her other passions - maths, organising and helping people, every day through The Flow Society and for that she feels very grateful. Let's jump in! WHAT YOU'LL LEARN ABOUT IN THIS EPISODE: •What are some of the hesitations business owners have about wealth coaching •How Eliza got into wealth coaching •Looking at your worth & time through the lens of your values •What we might be overlooking when it comes to charging for our services/products •Building in good money habits •Charging hourly vs package pricing RESOURCES: •The Flow Society Website •The Flow Society on Instagram •The Flow Society on Facebook •Kaity on Instagram •Kaity Griffin website

'It's the SEO side of things that most people fall down at. Say they go to Wix, put their content in and hit publish, they're done. But they haven't gone into the back end and run the SEO tool that tells them 'they need to put a page heading here, a heading 1 tag here, your images are not optimized, you don't have Alt titles etc'. They forget to do that part and then 12 months later, they're not showing up on google, they're not getting website traffic, they're not getting google analytics and they come to me asking why they're not being found!' In today's episode Kaity is joined by Karlie Plowman, aka Techno Bird, a website designer & SEO specialist. Karlie Plowman, founder of Techno Bird, is a website designer specialising in service-based websites for small & micro businesses. She is also an SEO Specialist who provides SEO services to help business & brands to thrive online. Karlie is a mum to 2 young kids & lives in the Macedon Ranges. Outside of Techno Bird, Karlie is sports-loving, ocean-worshipping Virgo - clicks, menus, online design and mastering the Google algorithm feel like home to her. Let's jump in! WHAT YOU'LL LEARN ABOUT IN THIS EPISODE: •'Falling' into website design •Coming up with the name Techno Bird •Building a business based on word of mouth and social media •Complementary services and mutual referral with other business owners •The hesitation around pricing for value and pricing for your worth •Gaining confidence around pricing •What business owners often miss regarding SEO •How websites & website platforms have come a long way in the last 20 years RESOURCES: •Techno Bird Website •Techno Bird on Instagram •Techno Bird on Facebook •Kaity on Instagram •Kaity Griffin website

"So then there's the course side of my business, which I'm actively growing. The main concept of the course is that it is a 12 week course. So it includes 12 weeks of Facebook group support and 10 weeks of course calls. I teach businesses and online marketers how to profitably use google ads, essentially taking all the skills I've learned over years and years of doing 1:1 client work and running multiple accounts and working across a lot of different industries. Taking those skills and creating a really dependable system and process that anyone can implement on their business to profitably use google ads." Today's episode is a solo ep with me, Kaity Griffin, sharing the layout of my business model, my revenue streams and the support I utilise to make it all happen. Let's jump in! WHAT YOU'LL LEARN FROM THIS EPISODE: •My main revenue streams •What elements of my business I'm growing and which ones I'm phasing out •My team & how I facilitate my revenue streams •Plans for mat leave & the future of my business RESOURCES: •Kaity on Instagram •Kaity Griffin website

"PR is about getting those messages out to your people, predominantly through the media, to help share your why, to share your values, your key messages so that people understand who you are and your business. It is about your audience getting the facts in a way that is not you saying you're good but others saying that you're good." In today's episode Kaity is joined by Emma Burrows, PR mentor and founder of The PR Pantry. Emma Burrows is the Founder of PR Pantry, a friendly PR agency that offers unique mentoring and training services for budding business owners, creatives, start-ups and entrepreneurs who are ready to grow their business through the media. Emma has a one-year old little girl called Lizzie and lives with her husband, Michael, on the beautiful Mornington Peninsula. Let's jump in! WHAT YOU'LL LEARN ABOUT IN THIS EPISODE: •What's the difference between marketing and PR •What benefits can PR have for small businesses •How to find your angle for a story pitch •How the pitching process works •Doing your research and the importance of a good subject line •Being strategic and targeted with your approach •Paid PR vs organic PR •Ways to work with Emma RESOURCES: •The PR Pantry Website •We are Fig PR on Instagram - soon to be @theprpantry •Kaity on Instagram •Kaity Griffin website

"When I had that full mindset shift of how much value I'm actually adding to people, it also then helped me to boost my confidence with how much I'm actually doing for my clients. I went back and saw how much money I was generating for my clients through my Facebook Ads and Google Ads, and I just went 'Holy crap Jess, you're actually really good at what you do' and I allowed myself to pat myself on the back and acknowledge that I'm actually worth this amount." In today's episode Kaity is joined by Jess Shipton, Digital & Social Media Marketer. Jess is a digital and social media marketer who lives in Sydney, Australia. She has been running her online business for over three years now, specialising in Facebook, Instagram & Google Ads. During this time, Jess has worked with over 70+ small businesses in managing their paid ads and providing 1:1 coaching. At the core of everything, Jess is passionate about people. She loves cheering others on in their journey and getting in their corner to encourage them to believe in their goals and dreams. In her spare time, Jess loves to write on her blog Smile Without Reason and spend time socialising with friends and family. Let's jump in! WHAT YOU'LL LEARN ABOUT IN THIS EPISODE: •How to find community when you're an extroverted biz owner •Having the confidence to start your own business •Being a young entrepreneur •Trading time for money & valuing your time as an expert service provider •Transitioning from hourly rates to package pricing •Comparing yourself to other business owners •Viewing other businesses as companions rather than competitors RESOURCES: •JESSolution Marketing Website •JESSolution on Instagram •JESSolution on Facebook •Kaity on Instagram •Kaity Griffin website

"On a home page, you want to help them see that straight away you understand where they're at right now. They might not be ready to buy from you, now this is at the earlier stage of your relationship with them. Whereas your sales page and your emails are at the later stages of your relationship, where the trust is there and they're ready to buy or they might have already bought from you and they're ready to buy again. But a home page, we really want to introduce: who you are, who you help, how you help them and what the benefits are to that potential customer." In today's episode Kaity is joined by Nami Clarke, copywriter and founder at the Prom Queen. Nami Clarke, aka the Prom Queen, helps online course creators take their course sales from beige to badass with her homepage and sales page copywriting. She can eat her body weight in hot chips. Let's jump in! WHAT YOU'LL LEARN ABOUT IN THIS EPISODE: •What's most important on a homepage vs a sales page •How to get confident writing about yourself •What should be included on an about page •Another way to think about your 'why' •Where people go wrong with sales pages •How to avoid stale copywriting RESOURCES: •The Prom Queen Website •The Prom Queen on Facebook •Prom Queen Special Offer •Kaity on Instagram •Kaity Griffin website •Google Ads Course: kaitygriffin.com/profitable-promotion

"You've got 34 themes that could possibly show up in your top 5 strengths. Essentially they are your talents, they form your talent DNA, and you can work on those top 5 talents in order to make them your strengths. And that's the whole idea, that you should really focus on your strengths and not forget your weaknesses but not focus on them." In today's episode Kaity is joined by Amy Pettingill, a Clifton Strengths & accountability coach. Using the CliftonStrengths Assessment, Amy helps individuals unlock, understand and unleash their natural born gifts and talents. With a bold vision to live in a world where EVERYONE knows their strengths, Amy lives, loves and leads using her own strengths to encourage others to do the same. If there is one thing Amy knows for sure, it is that discovering her own strengths transformed her life for the better and for good and she wishes the same for others too! Let's jump in! WHAT YOU'LL LEARN ABOUT IN THIS EPISODE: •What gave Amy the confidence to go out on her own in 2020 •What is the Clifton Strengths assessment •Rethinking our approach to strengths •How to use them as an individual •How to use them as an employer / entrepreneur •Why knowing our talents / strengths is helpful RESOURCES: •Amy Pettingill Website •Amy Pettingill on Instagram •Kaity on Instagram •Kaity Griffin website •Google Ads Course: kaitygriffin.com/profitable-promotion

'The main benefits I see for having a brand strategy, and it differs for every client, but there are a few key areas that I think every brand needs. So it's knowing their audience, knowing why they're doing what they're doing - so their purpose, their point of difference, knowing their brand personality - so their tone of voice but also what it looks like visually and their brand values - so what is it that they stand for. So the benefits of having those key things for example, when it comes to hiring as your business grows, you know what kind of people you want to work with. You can refer back to your values as part of a job listing for example.' In today's episode Kaity is joined by Megan Raynor, a brand strategist and copywriter who loves helping brands work out what it is that makes them awesome. With a background in advertising and fascination for how our brains work, Megan's specialty is finding the overlap between what an audience needs, with what a brand has to offer, then turning that into personality-filled messaging. When not helping brands become the most awesome version of themselves, Megs is chasing after her twin toddlers or running up a hill somewhere. Let's jump in! WHAT YOU'LL LEARN ABOUT IN THIS EPISODE: •Diversifying your income stream •Balancing 1:1 client work and having a young family •What is brand strategy •Benefits of having a brand strategy •Megan's experience in agency life RESOURCES: •Megan Raynor Website •Megan Raynor on Instagram •Gin & Juice Boxes Podcast on Instagram •Kaity on Instagram •Kaity Griffin website •Google Ads Course waitlist: kaitygriffin.com/course-waitlist

"Google Ads strength lies in when people are in the middle of the funnel or in the bottom of the funnel. Whereas it is usually too expensive to acquire a new customer if someone is in the top of the funnel because you have to go after really research'y based terms. For example if I'm trying to target people who want to learn how to do Google Ads, I might have to bid on keywords such as 'What is google ads?'. Now that's someone at the top of the funnel, they're not quite product or solution aware yet, they're just asking a general question." Today's episode is a solo ep with me, Kaity Griffin, with some quick tips on comparing FB/social and Google Ads. I touch on the differences and benefits of each and how to approach them differently. Let's jump in! WHAT YOU'LL LEARN FROM THIS EPISODE: •Where the strength of google ads lie in the sales funnel •Where the strength of facebook/social ads lie in the sales funnel •Interruption style marketing vs solutions seeking marketing •The different types of creative for each •The different types of targeting for each •Which works best and in what scenario?And if you're looking to learn more about Google Ads, I'm starting my mini course Google Ads bootcamp on Feb 22, join us here: kaitygriffin.com/bootcamp/ RESOURCES: •Kaity on Instagram •Kaity Griffin website •Google Ads Course waitlist: kaitygriffin.com/bootcamp

"I like to know everything, I like to be across the board. And even if I hire someone to take that over in the future, at least I know what's going on, and at least I understand it. Again, growing the business and understanding how to build a website or being across the e-commerce stuff, I think it's so important to understand your business." In today's episode Kaity is joined by Emma Hill, founder of Sock-It & Co and CEO at Kind Kingsley. SOCK-IT & CO. is Australian Designed and Australia's favourite Non-Slip Grip Sock brand. Releasing one-of-a-kind designs made for comfort but also quality. Enjoy Grip socks that last after more than one wash! Designed for Pilates, Barre Bar, Yoga, at Home or at the Hospital. Let's jump in! WHAT YOU'LL LEARN FROM THIS EPISODE: •Scaling an e-commerce business •Challenges involved in getting an e-commerce store up and running •Choosing the right platforms •The importance of knowing your business before hiring support •Falling in love with digital marketing •Managing stock shortages & manufacturing issues •Getting your hands dirty in your own business RESOURCES: •Sock-It & Co. Website •Sock-It & Co. on Instagram •Sock-It & Co. on Facebook •Sock-It & Co. on LinkedIn •Kaity on Instagram •Kaity Griffin website •Launch Legends mastermind: kaitygriffin.com/launch-legends •Google Ads Course waitlist: kaitygriffin.com/course-waitlist

"Not every launch is created in the same way, a lot depends on you, how you align with your brand, your offer of course, so it's almost unfair for people to say 'oh you need X number of emails (for a launch)' but the fact is, until you're really clear about how you want to connect with your audience, picking a number out of thin air just doesn't seem right." In today's episode Kaity is joined by Prerna and Mayank Malik, the husband and wife team behind content bistro which is a service based business specialising in conversion copywriting for course creators. Co-founder of Content Bistro, creator of Ready-to-Sell ™ and co-creator of Profits on Tap ®, Prerna has worked with over 450 clients worldwide including some of the biggest and best names in the industry, such as Pat Flynn, Vanessa Lau, Dr. Eric Zielinski, Kerwin Rae, Amy Porterfield, Carrie Wilkerson, Alli Worthington, and others! She is a Copyhackers-certified conversion copywriter and uses her proprietary Connection-Conversion™ framework and Conversion Brew ® process for writing engaging copy that balances persuasion and personality with the precision of conversion science ensuring you get the ROI your business deserves. If you need her after work hours, you can find her introverting with her nose in a book, baking up a storm in the kitchen, or traveling the world. Let's jump in! WHAT YOU'LL LEARN FROM THIS EPISODE: •Maintaining a positive mindset during the pandemic •Working together as a husband and wife team •Discovering copywriting and nicheing into launch copywriting •How no launch is created equal •Considering how you are connecting with people in all aspects of your process •Ways to profitably scale a service based business (that doesn't involve becoming an agency) •How to negotiate price changes with clients & optimising your price point •What services & products Content Bistro currently offer RESOURCES: •Content Bistro Website •Content Bistro on Instagram •The Biz Bistro Facebook Group •Kaity on Instagram •Kaity Griffin website •Launch Legends

"A group coaching program is different to a mastermind. A group coaching program usually you'll have pre-recorded videos and sometimes there will be some element of live support. In my program for example there's a lot of live support whereas some courses are what you'd call an evergreen type course where there's no actual live support from the person teaching you." Today's episode is a solo ep with me, Kaity Griffin, talking about choosing to work with a coach or joining a mastermind. I touch on the differences and benefits or 1:1 coaching, group coaching and masterminds and my experiences being a part of and also creating each kind. Let's jump in! WHAT YOU'LL LEARN FROM THIS EPISODE: •The difference between group coaching, masterminds & 1:1 coaching •What to look for in a mastermind & what is a mastermind •Potential downsides of a mastermind •What is 1:1 coaching and how is beneficial •How do make sure you get the most out of coaching •The difference between group coaching and 1:1 coaching •How to know what programs to choose RESOURCES: •Kaity on Instagram •Kaity Griffin website •Launch Legends mastermind: kaitygriffin.com/launch-legends •Google Ads Course waitlist: kaitygriffin.com/course-waitlist

"One of the biggest challenges of starting your own business versus being an employee is being accountable to yourself that you've created a business for a reason and it's always remembering that reason. And for me it was that I wanted to help small and medium business owners achieve better results online and the other thing was flexibility. I didn't start my business to be working after-hours in my business, to be working at 9pm at night or on Saturday or Sunday. It did take a little while to figure that out but once I did and keep reminding myself of that, it's that that helps you make those decisions." In today's episode Kaity is joined by Alison Wheeler, Paid Social Specialist and founder of Society State. With over 12 year's experience as a generalist and digital marketer, working in-house for a range of businesses including Australian beauty-care brand Natio, the Territory Insurance Office, Sole Motive (the brand behind Run Melbourne) and more, Ali has developed extensive experience creating and implementing solid marketing strategies. Over the past five years, Ali has focused her experience on digital marketing and Facebook Advertising, falling in love with an ever-changing digital landscape and the results-driven advertising platform. Society State was founded in 2017 by Ali, after reaching a point in her career where she knew her skills, knowledge and advice could have a BIGGER impact working with a variety of authentic and unique brands. Let's jump in! WHAT YOU'LL LEARN FROM THIS EPISODE: •How every client is different when it comes to social advertising •Going freelance to gain more control & make a real impact for clients •Bridging the leap into full time business ownership with working part time •The challenge of creating boundaries around work, when you work for yourself •Common mistakes folks make when running social ads •Why your business needs to be ready for social ads •Benefits of outsourcing support vs DIY-ing •Benefits of DIY social ads RESOURCES: •Society State Website •Society State on Instagram •Kaity on Instagram •Kaity Griffin website •Launch Legends