THE SMALL BUSINESS OWNER PODCAST with Rachel Klaver

In this episode of The Small Business Owner Podcast, I sit down with Bibi, the founder and designer of Mad Nomad, a New Zealand-based, made-to-order clothing brand focused on sustainability, ethical production, and inclusive sizing. Bibi shares her journey from personal styling to launching her own brand, the challenges of small-scale fashion production, and how she creates clothing that evolves with the wearer.What You’ll Learn in This Episode:How Bibi’s search for well-fitting, breathable clothing led her to create Mad Nomad.The reality of sourcing sustainable fabrics and working within small-scale fashion production in New Zealand.Why Mad Nomad operates as a made-to-order brand and how that benefits both customers and the environment.The challenges of growing a fashion brand and why in-person interactions are so crucial for marketing.How Bibi integrates her background in personal styling with her new Mindful Wardrobe Edit service.Key Quotes from the Episode:“I couldn’t find anything breathable, comfortable, and stylish in my size, so I decided to create it myself.” – Bibi“Sustainability isn’t just about the fabric; it’s about making clothing that fits well, lasts, and doesn’t end up in landfill.” – Bibi“Made-to-order fashion is personal. It’s about building a wardrobe with intention.” – BibiWhere to Find Mad Nomad:Website: madnomad.nzInstagram: @madnomadapparelIn-person: Walk Lightly pop-up store, ChristchurchEpisode Resources:Learn more about Mad Nomad’s commitment to sustainability and ethical production: madnomad.nzBook a virtual Mindful Wardrobe Edit consultation: madnomad.nzEnjoyed This Episode? If you loved this conversation, please subscribe and leave a review! And if you’re in Christchurch, stop by Walk Lightly to see Mad Nomad’s designs in person.Listen now on your favorite podcast platform and explore how thoughtful fashion can transform the way you dress. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit hellohumanbyrachelklaver.substack.com/subscribe

Emma asked me at the end of this “Why didn’t you ask me more about how I built my business?” and I said - because this topic of working parents is so important whether you are in a role, or own a business…. and part of MY joy is allowing that conversation to go where it’s supposed to go.So this episode is about parenting and work - I hope you enjoy it!The Small Business Owner Podcast Episode ThreeIn this episode of The Small Business Owner Podcast, I’m sitting down with the inspiring Emma McLean, founder of Works for Everyone. Emma and I go way back to our high school days, and it’s been incredible to watch her career evolve. Now, she’s on a mission to make work genuinely work for families—not just employers—and she’s an absolute champion for working parents.Emma’s work focuses on helping parents, both mums and dads, find balance in a world that often feels impossible to juggle. We dive into her journey from corporate marketing to executive coaching and the founding of Works for Everyone, where she supports parents in navigating the often overwhelming demands of career and family life. Emma is particularly passionate about empowering women to step back from the societal pressures to "do it all" and about advocating for dads to step up more at home.We talk a lot in this episode about the mental load of motherhood—the endless list of invisible tasks that so many women carry, even when they’re working full-time. Emma sheds light on how this imbalance starts early and why it’s so important to not just teach girls that "they can do anything," but also to make space for dads to take on their fair share at home.For Emma, this isn’t just about gender equity in the workplace, it’s about creating stronger, healthier families. By supporting both mums and dads, we can start to break down outdated expectations and create environments where parents can truly thrive—at home and at work. She shares how advocating for dads to have more flexible working arrangements is one of the key ways we can level the playing field and ease the pressure on mums who are trying to juggle too much.Key Highlights:* Emma’s transition from corporate life to coaching, and how her experiences as a working mum inspired her to found Works for Everyone.* The invisible mental load of motherhood, and why so many mums feel like they have to "do it all"—while dads often feel like they can’t ask for the flexibility they need.* Why Emma believes supporting dads in taking a more active role at home is essential for true gender equity.* Practical strategies for parents to communicate more effectively, share responsibilities, and set up their families to thrive—just like you would with a successful business.* How Emma’s work helps both mothers and fathers find the balance they need to feel fulfilled at home and at work.This conversation is packed with wisdom and practical advice for any working parent. Whether you’re a mum trying to find balance, a dad wondering how to ask for more flexibility, or just someone who supports working families, this episode is a must-listen.Where to Find Emma:Website: Works for EveryoneInstagram: @worksforeveryone This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit hellohumanbyrachelklaver.substack.com/subscribe

The Small Business Owner Podcast: Episode 2 - Choosing to Focus with Renee Joblin, Joblin EngineeringIntroductionWelcome back to The Small Business Owner Podcast. I’m Rachel Klaver, and in this episode, I’m chatting with Renee Joblin from Joblin Engineering. Renee’s story is one that many of us as small business owners can relate to—the challenge of balancing more than one business and the difficult decision to let one go so you can focus entirely on the other. We’ll dive into her journey, the reasons behind her choice, and the impact it’s had on both her business and personal life.The Dual Business JuggleRenee Joblin wasn’t just running one business, she was managing two. Alongside her partner Gareth, she was helping grow their family business, Joblin Engineering, while also operating her own health and safety consultancy, Atalia. But balancing both eventually took its toll, especially when Renee had a baby. She openly shared how it felt like she was stretching herself too thin, trying to grow two businesses while also managing life as a new mother.“I was working full-time on Joblin Engineering and running Atalia at the same time. I was doing both during my pregnancy too. But it just got to the point where I couldn't sustain it all, and I had to choose,” Renee shared.The Decision to Let Go of AtaliaFor Renee, the choice to step back from her consultancy, Atalia, wasn’t an easy one. Atalia was growing well, and there was demand for her expertise. However, when she looked at both businesses, she had to think about what made sense for the long-term.“Atalia was growing, but so was Joblin Engineering. Joblin had bigger overheads and higher demands, but it was also the business that could provide the stability we needed for our family’s future. I had to be practical about where my energy went,” Renee said.This practical approach meant slowly letting go of her clients in Atalia and referring them to other consultants she trusted. It was a gradual process but one that ultimately gave her the space to dive fully into Joblin Engineering.The Impact on Joblin EngineeringBy focusing entirely on Joblin Engineering, Renee and her partner were able to grow the business more intentionally. Renee handles everything on the business side—strategy, marketing, quoting, invoicing—while Gareth focuses on the hands-on engineering work.“I love that I’m part of a business in a male-dominated industry, running the strategy and making things happen behind the scenes. Gareth’s great at the work, and together, we make it work.”Renee also shared how they’ve structured their business with an eye on the future. While they’re dedicated to growing it now, they’re also thinking ahead about ways to make the business less dependent on them, even considering the possibility of selling or stepping back at some point.Personal and Professional GrowthLetting go of Atalia wasn’t just about focusing on Joblin Engineering; it was about creating balance in her life. Renee admitted that running two businesses was exhausting, and the shift allowed her to put her energy where it was needed most. Now, she’s able to grow Joblin Engineering with a clear head and a sense of purpose, without the constant pressure of juggling two ventures.As we talked, it became clear that Renee’s decision wasn’t just about business—it was about making a choice that served both her family and her personal well-being. It’s a lesson many of us can learn from: sometimes, to truly grow one thing, we have to let something else go.Key Takeaways* Balance is Key: Running multiple businesses can be rewarding, but it can also lead to burnout. Knowing when to focus on one is crucial for long-term success.* The Power of Letting Go: Sometimes, the hardest decisions—like stepping back from a growing business—are the most necessary. It’s about prioritizing what will serve you and your goals in the long run.* Teamwork in Business: Renee and Gareth have built a strong dynamic at Joblin Engineering, each focusing on their strengths. Having clear roles in the business allows them to grow together.* Long-Term Vision: Renee and Gareth aren’t just thinking about now; they’re planning for the future. Whether it’s building a business that can eventually run without them or considering an exit strategy, they’re making sure the business grows sustainably.Get in Touch with Joblin EngineeringIf you’d like to learn more about Joblin Engineering, you can check them out online or reach out directly to see how they’re making their mark in the engineering world.Thank you for listening to The Small Business Owner Podcast. Join me again next week for another small business owner conversation (I’m loving this - I hope you are too!)This podcast is now on Apple Podcasts and Spotify if you want to listen there. I’d love to know what you think - would you leave a comment below? This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit hellohumanbyrachelklaver.substack.com/subscribe

Look this is indulgent of meI already have a podcast - which is relaunching this week(PLEASE LOOK OUT FOR CONFIDENT CONTENT THIS FRIDAY - ON ALL GOOD PODCAST PLATFORMS)But I want to talk to small business owners and ask them questionsAnd I want it to be manageable. And not use my podcast editor so I have to justify the expense etc…And do it in a way that means if I miss a week - I miss a weekSo this is my new podcast, hosted right here on SUBSTACK(And I’ll go back to my podcast closet next week - I recorded this one in my bedroom because, in all honesty, I was rushing back from planting out a bunch of zucchini and I ran out of time to set it all up properly. INSTANT regret when I heard the echos on my voice. FORGIVE ME) I hope you enjoy this first episode! What do you think?THE SMALL BUSINESS OWNER PODCAST: EPISODE ONEIntroductionWelcome to the inaugural episode of The Small Business Owner Podcast. It's just me having authentic conversations with small business owners that I love talking to, about why they have their business, what they do, and what it’s like being a small business owner. Today, I’m thrilled to have Helen Laidlaw as my first guest. Helen is a business advisor, and I’m excited to dive into a discussion about her work and the unique challenges of running a business in New Zealand.Who is Helen Laidlaw?Helen Laidlaw is a business advisor based in New Zealand, helping business owners grow their businesses profitably. Unlike the terms business coach or consultant, Helen describes herself as a mix of both. “My goal is to get the business to be better than it was yesterday, but as a result, I also need to work with the business owner,” she explains. I find her perspective fascinating because it reflects a holistic approach, addressing both the business and the person running it.Understanding the Role of a Business AdvisorHelen and I discussed why she identifies as a business advisor rather than a coach or consultant. While coaches typically focus on the personal development of the business owner, and consultants work on specific projects with their expertise, Helen does both. “I work mainly on the business, but to make it better, I also need to work with the owner on changing habits and mindsets,” she says. This blend of roles is what makes her approach so effective.The New Zealand Small Business LandscapeWe talked about the ease of starting a business in New Zealand, which I believe is both a blessing and a curse. It’s great that there’s such a low barrier to entry, but it also means many business owners jump in without the necessary financial literacy. Helen agreed, adding, “The low barriers to entry mean that many jump into business ownership without the necessary financial literacy.” This often leads to confusion between turnover and profit, and a lack of understanding about what makes their business truly profitable.The Financial Literacy GapHelen highlighted the alarming lack of financial literacy among small business owners in New Zealand. She put it quite bluntly: “At least half of the small businesses that exist in New Zealand should not be operating as businesses; they should be employees.” This is because many business owners don’t have a clear understanding of cash flow, budgeting, and the true cost of running a business.The Paintball EffectHelen introduced the concept of the “paintball effect,” where business owners spend money haphazardly, trying different things without a clear strategy. “They’re not sure what works or doesn’t work, so they just spray paint everywhere,” she said. I found this analogy so spot-on because it perfectly describes the chaos that can happen when there’s no plan in place.The Trap of Over-OwnershipWe also discussed the New Zealand mindset of needing to own everything, whether it’s business assets or an office space. Helen pointed out that while ownership is great if you can afford it, leasing is often a better option for those who haven’t yet proven their business model. It’s a mindset shift that can save many small business owners from unnecessary financial strain.Pricing and Value PerceptionOne of the most important topics we covered was pricing. I know this is a big challenge for many business owners. People often undercharge because they’re worried about alienating clients. Helen had some great advice here: “I encourage clients to change their pricing every year because at the end of the day, we've got CPI increase and you pay your wages. Why shouldn't you increase your prices?” It’s about understanding your value and making sure your prices reflect that.The Importance of Asking for HelpWe talked about how crucial it is for business owners to ask for help. I shared my own journey of learning to see asking for help as a strength rather than a weakness. Helen agreed, “Asking for help is a sign of strength because it's actually being wise enough to short-circuit the problem.” It’s something I think all of us, especially in New Zealand, need to remember.Helen's Approach to Business AdvisingHelen shared her approach to working with business owners. She prefers long-term relationships, where she can really get to know a business inside and out. However, she also offers project-based support for businesses that just need help with specific challenges. “If you can’t develop a relationship with me during that initial conversation, then we’re not the right fit,” she says. I love how clear and straightforward she is about this because it’s so important to find the right advisor for your business.Final ThoughtsThis conversation with Helen has been so enlightening. Having a business advisor like her, who can offer both practical guidance and emotional support, is invaluable. Helen emphasized the need for accurate financials and a clear plan, reminding us that financial literacy and planning are key to business success.Key Takeaways* Know Your Numbers: Understanding cash flow, profit margins, and proper budgeting is crucial for any business owner.* Ask for Help: Seeking advice is a sign of strength, not weakness. It’s a smart way to avoid pitfalls and make informed decisions.* Be Strategic: Don’t try everything and hope something sticks. Have a clear goal and a plan to achieve it.* Reassess Pricing Regularly: Your prices should reflect your value and the market. Don't be afraid to adjust them as your business grows.* Think Long-Term: Building a relationship with a business advisor can provide the ongoing support you need to navigate the ups and downs of business ownership.Get in Touch with HelenIf you’d like to connect with Helen for business advice, you can reach her at 021 548 082 or find her online by searching “Helen Laidlaw Business Advisor.”(So… what do you think? This is a goer?)RachelPS: I’m running THIS EVENT in Auckland in November - wanna come? Numbers limited. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit hellohumanbyrachelklaver.substack.com/subscribe

This is a free preview of a paid episode. To hear more, visit hellohumanbyrachelklaver.substack.comIt’s been a few weeks since I dropped a Wednesday podcast - the short weeks and a fully booked workload has been messing with me!I’ve also been thinking a lot about what I want to share that would help you develop, as I develop this new book of mineI’ve been digging deep into mindsetand wondering why so many of us struggle to feel good enough about ourselves to show our faces and record ourselves talkingHere’s what I’ve learned about showing our face

This is a free preview of a paid episode. To hear more, visit hellohumanbyrachelklaver.substack.comSo I’ve decided I’d like to take you on a journey to help me with my next bookSo far it’s titled “You’ve Never Killed a Man With your face”But sometimes when you write a book you realise it’s not got enough legs, or concepts to make it into something book sized.Sometimes you write it and you realise that it could have been a blogOr it’s not hitting the …

This is a free preview of a paid episode. To hear more, visit hellohumanbyrachelklaver.substack.comoh you get Rachel Rantypants this weekThis is a common moan that normally only Rod (my husband and business partner) getsBut I know I need to share it…I teach the ARMED model of content creationIt’s got five stepsABSORBREFLECTMODIFYEXPRESSDISTRIBUTEI talk about it in my book Be A Spider, Build a Web - and I read some of that today in this week’s private…

This is a free preview of a paid episode. To hear more, visit hellohumanbyrachelklaver.substack.comMoney mindsetHere’s some things that tell me you’ve got money mindset issues:* You feel like you're having to justify your value to others* You don’t pay your suppliers on time/ at all* You would rather discount than get a NO.* You tell people your value, but you know you’d go lower in an instant* You keep oscillating between “I deserve this” and “What am I doing…

This is a free preview of a paid episode. To hear more, visit hellohumanbyrachelklaver.substack.comThis week I wanted to share with you my own learning and development based around another part of my Be a Spider, Build a Web book.So like normal, I’m going to read out a portion of the book, then talk about what I now teach and how it’s evolved.It doesn’t mean that the words I wrote are defunct. They 100% aren’t I stand by the truth that no one likes a desperate salesperson. And no one wants to be pushed into buying.But I work with so many small business owners who take that fear of being too pushy too far - and I want to talk about that todayIf you’re on the FREE version, you get the excerpt read….If you’re on my paid subscribers list, you get to listen to my thoughts and suggestions for being a wise spider who’s ready to sell (and how to make your web better to catch more of your people)

This is a free preview of a paid episode. To hear more, visit hellohumanbyrachelklaver.substack.comHello there!This is our first week of the new Wednesday format - and it’s a private podcast especially for you - on a marketing insight or idea that is related to content marketing(this is for paid subscribers only)It’s also often going to have an excerpt from my book, something that’s evolved in my thinking SINCE then and a wee challenge for youThis we…

It’s often only when we stop and breathe that we can see our new direction, and things finally fall into place.As we head into a new year, hoping for the best, prepared for the unexpected (if the last two years have taught us anything - it’s to be prepared), it’s a perfect time to reflect on our business, and check in with ourselves.Is our business leading me where I want it to? How can I change elements of my business to make it work better for me AND my customers?It’s timely that just as I'm launching our new online marketing strategy course, that we get to hear Shelly Davies' wisdom and experience in her course launch.Shelly Davies is a speaker, a plain language trainer, and an inspiration in terms of her own story. Her business, like so many others, was impacted by the pandemic, with her in person training and conference speaking severely cut back. Straight talking, and direct to the point with oodles of grace and love sums up Shelly’s style. As she says on her website: “Waffle and padding under the guise of “professionalism” is self-serving b******t and it’s no longer acceptable” Shelly had tried to launch courses before. She followed formulas, tried to do what everyone else was doing. It wasn’t until she realised to show her best side she needed to show her “unprofessional” one that things started to change.The launch week of her Unprofessional Writing School was huge, with her engaged community jumping in, enrolling, sharing and working with her to help far more people than she thought was possible in a week.For anyone who’s thinking about launching a course or trying to work out why there’s isn’t going to plan, this is an inspiring and encouraging story. What we cover:Why this launch worked when others didn’tShelly's goals and outcomes of launch weekWhy Shelly doesn’t believe anything is wastedHow she’s carving out a business that works around her lifeHow Shelly is planning to spend 2022 Important LinksShelly’s WebsiteThe school of unprofessional writingRegister interest in Rachel’s  MY MAP IT MARKETING COURSESee omnystudio.com/listener for privacy information. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit hellohumanbyrachelklaver.substack.com/subscribe

It’s the end of 2021, and 2022 is looming. I’ll tell you what I’d like for the New Year. It’s very simple.Some plans to stay put and work outTo have limited changeHowever the last two years have shown me that I have very little control over both of those things! And, if there’s anything I’ve learned about digital marketing, it will change no matter whether we’re ready for it or not! (even if we’re all like ‘Please, we’re still trying to cope with a pandemic here!’) I’ve taken a look at the marketing changes and trends and walk through with you the eleven key trends I believe are going to impact our marketing in 2022. Have a listen, make some notes and add some of these into your own marketing strategy.  If you've got questions or need some help around any of these, do join our MAP IT Marketing group on Facebook Today we coverI0S15 and the impact on email marketingThe rise and rise of short form videoLive shoppingChatbot marketing (going deeper)The changes to content marketingThe need for more customisationCollaborations for creativityThe rise of audioWhy SEO is getting visualThe continued exodus away from FacebookPrivacy policiesImportant LinksRachel’s YouTube ChannelRegister interest in our MY MAP IT MARKETING COURSE Other recommended EpisodesHow I repurpose contentGetting over video fearsHow to get more ECommerce Sales See omnystudio.com/listener for privacy information. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit hellohumanbyrachelklaver.substack.com/subscribe

This year I’ve created more content across more platforms consistently than I ever have before. But I also nearly lost my own voice and style, the things that set me apart from every other marketer and content creator out there.  What happened to me is so common, and can happen to any of us when we’re trying to learn new ways of doing things, and spending too much time trying to emulate others as we adapt and change.  I want you to develop your own voice, style and brand. From a monetary point of view, it’s what can set you apart from your competitors the fastest, and simplest way. But it can also be the scariest and hardest thing to do. What happens if you start to show people your way of thinking, and doing things, and people don’t get it, or worse - don’t like it? My liberation from trying to be like everyone else, from turning away from the culture of “same” and letting my weird show was what helped people see me, and see our business. Losing this voice stifled my creativity, stemmed the flow of ideal clients, and caused me to question my own ability to communicate to my community.   Our job is to become a voice (and face) people recognise, and then allow them to consciously turn to face us, or turn away. That’s it. That’s the foundation of a personal brand.  In this podcast, I walk you through how I originally developed my own voice, how I lost it, and what I’ve done to reclaim it. I also walk you through my A.R.M.E.D formula (that’s one of my “own voice” things) to explain what you can do if you want to create a message that stands out from the crowd. Coming out of the blahs of sameness, I personally  feel I’m now starting to really find a new style that takes that original voice, the learnings I’ve made this year and taken it all deeper. Perhaps that’s part of the process of developing our own voice.  Regardless, I’m very pleased I found it. Today we coverWhy it’s important to have your own voice as a business ownerWhat I did to originally develop my own voiceWhat caused me to lose itWhat I did to reclaim itThe impact of rediscovering my own voiceThe ARMED method you can use to work on your own personal brand and voice development Important LinksRachel’s instagram account (my reels)Rachel’s YouTube ChannelRegister interest in our MY MAP IT MARKETING COURSE Other recommended EpisodesHow I repurpose contentGetting over video fearsHow People Pleasing might be harming your businessManaging Marketing OverwhelmSee omnystudio.com/listener for privacy information. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit hellohumanbyrachelklaver.substack.com/subscribe

It was day one of a new job in a new town. Toni had taken a job at a local radio station in Broome, Western Australia, and a tropical low pass went through and caused damage to buildings and businesses. This was the point where Toni saw that regionally based businesses can often have issues with supplies, stock levels and may need to deal with issues around internet coverage, couriers, and extra costs that small businesses in large centres don’t need to manage.She also saw an opportunity. Many of the business owners she came into contact with were not confident in how they used social media, both to market locally and to attract domestic tourists, something that became all important when the international borders closedToni launched Social Project, with a focus on regional businesses, and found there is huge demand for marketing training specifically for the needs of regional businesses.We talk through some of the benefits and drawbacks of operating a regionally based business, along with talking about one of Toni’s epic skills - instagram reels. I’ve always loved working with businesses in the regions without agency Identify so this episode is dear to my heart. Today we coverHow Toni identified a need for social media training in BroomeThe benefits of owning and marketing a regionally based businessThe different needs for businesses marketing locally, to marketing outside the regionWhy regional businesses are often underestimatedWhy social media still counts if you’re marketing locallyHow Social Impact helps regions businesses further afield Important LinksToni’s InstagramToni’s FacebookHow to work with Toni Other recommended EpisodesGoing from Markets to selling in storesDo you need an exit strategy?See omnystudio.com/listener for privacy information. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit hellohumanbyrachelklaver.substack.com/subscribe

Several months ago I was watching a Tiktok video about overcrowded beaches in Sydney during lockdown. I was stuck, feeling trapped, in lockdown in Auckland and the rule breaking in Aussie made me feel incensed.I shared it to my personal Facebook profile, and quickly discovered (from people who were currently on that beach at that instant)  it was old footage that had been cut to look like it was new. It was a reminder to me that it’s so easy to miss a step and share something inaccurate, and how easy it is to spread misinformation.I generally spend a lot of time checking the source of my content, whether I’m sharing it with friends, or my business page. If I see a shared post I’ll click on it, check out the profile and the other posts, and often see if I can find the original clip before I share. Dave Letele, owner of Butterbean Motivation, a boot camp and fitness business based in Auckland has seen first hand the impact of misinformation in his community. Many of Dave’s community are in the hardest hit parts of Auckland in terms of Covid19. He’s put his bootcamp business to the side to serve his people with a Food Share (aka a food bank), support and care for those who can not work during lockdowns or are isolating at home.   Dave ran a vaccination drive at his Food Share, and was both celebrated and abused for it. He’s lost several of his team who have chosen not to vaccinate, many of whom share misinformation on their social media pages. Today on the MAP IT Marketing podcast we talk to Dave about why it’s important for creators and business owners to carefully check sources before spreading, what the impact misinformation has had for him and his business, and why checking sources before posting is so important.  Dave is part of a campaign run by Meta (formally known as Facebook), and First Draft, an organisation dedicated to help creators and business owners to check sources, and become educated on the veracity of any information being shared. While we naturally move to think of this within the space of Covid19, vaccines, lockdowns and more, checking sources is a good practice to have at all times. Misinformation seeps into many areas of our lives, and social media makes it super simple for us to share and pass on stories, posts and images that are not based on research, or have been doctored. While it’s a given that influencers have, well, influence, business owners also often have a powerful platform and a following. We all have a choice what we post both in our feeds, and in our stories. With the rise of personal brand for small business, the business owner is often closely tied to the business they run. Knowing what to share, and being prepared to stand by what you’ve shared is important. If you want to share information, or a post, here’s a short checklist of actions to do first, as supplied by First Draft:Try to find the originalFind the author or creatorConfirm the dateSeek the locationUndercover the motivationLook for visual cues**I’m also asking you to consider donating to the BBM Food Share. The link is in the show notesToday we coverHow Dave Letele started BBM and what he’s doing nowWhy it’s important for business owners and influencers to care about content sourcesWhat the impact of misinformation has had on his businessWhat Dave is doing to stem the flow of misinformationWhat we can do as business owners and influencersImportant LinksBBM Community Kitchen and FoodBankBBM - and Dave LeteleFacebook’s Response to COVID19 informationFirst Draft’s Guide for Creators See omnystudio.com/listener for privacy information. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit hellohumanbyrachelklaver.substack.com/subscribe

While most of us use holidays to chill out and think of anything but business, Chanelle O’Sullivan uses that time to plan out cool business ideas on paper, napkins, anything she can find. This was the beginning of her meadery Borage and Bee,  a sparkling mead in a can sold here in New Zealand, gaining huge interest overseas.  Chanelle operates Borage and Bee Meadery from her home in Glenorchy in the South Island of New Zealand, arguably one of the most beautiful places to live in the world.  Mead’s core product is honey, and has no artificial preservatives, cane sugar or anything not created by nature. It’s surprisingly unsweet (for those who’ve never tried it,  the honey gets “eaten up” in the fermentation process)  Chanelle is now two years deep into her business, the third she’s launched and run. This is the first business she’s developed with a clear goal for growth, and she’s spent time taking on advisors to help her think bigger.  One of the defining moments was when someone asked her “What’s your exit strategy?”  It was a question that stopped Chanelle in her tracks and made her rethink how her business would grow. It helped her to think bigger, and continues to help her create a strategy that serves her business now, but also helps her plan for the future In this episode we talk about what an exit strategy can do for your business, and why it’s not all about “preparing to sell.”Today we coverWhat Chanelle’s plans are for Borage and Bee Meadery The benefits and constraints of running a business rurallyThe impact in getting external helpHow investors have helped the business growWhat having an exit strategy has done for the businessWhat the next steps are for Borage and BeeWhat Chanelle would love to accomplish. Important LinksBorage and Bee on InstagramBorage and Bee on FacebookOther recommended EpisodesHow to build a business without a ready to sell productGetting into the USA market - with Getting LostGoing from Markets to selling in stores See omnystudio.com/listener for privacy information. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit hellohumanbyrachelklaver.substack.com/subscribe

Find out my favourite tools, apps and online solutions that help us create content, develop materials, and keep the content machine churning without causing us all to burn out. I first started in marketing over twenty years ago, and I can tell you that life is so much easier now! We had to outsource anything that wasn’t in our skillset (which besides writing was everything else for me.) It was hard work to do anything clever, and so much of the work was manual.Every year the apps get cleverer, the automation becomes more perfect, and the options become endless. I’m an easily distracted magpie who loves the shiny new ideas, but that’s not serving us as a business, or our clients if I’m changing things up every five minutes! I download and test a lot of solutions before we adopt them, and the apps and platforms we stick with are ones we come back to again and again. So today I have over twenty different solutions to make your marketing activity easier. Most have a free option, though we normally use the paid one if we can see it’s going to save us time, and money. That’s the secret to all of these options, for design, content , video creation and more. Try them out, then keep the ones that make your marketing easier. And just remember - no tool can do what it’s meant to, if you don’t know what you’re trying to say, why you’re trying to say it, and who is meant to hear it. The strategy needs to come first.Today we coverWhat to do before jumping in and giving these tools a goHow to find these toolsHow I assess whether a tool or app is worth keepingWhich ones we use at Identify every weekWhy paying for a tool can help you save money and timeImportant LinksA PDF of all the tools/appsRachel’s YouTube ChannelFree Video TrimmerTelepromoter App (Iphone only)Other recommended EpisodesHow I repurpose contentGetting over video fearsSee omnystudio.com/listener for privacy information. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit hellohumanbyrachelklaver.substack.com/subscribe

So often as business owners we fall into the trap of growing our business, focussed on the turnover and external signs of success, and forget the biggie: Profit. This was certainly true for today’s guest Jennifer McKinley whose company Cor Silver Skincare was being picked up by international markets, considered a huge success and at the same time, causing Jennifer regular financial stress. Everyone was getting paid except her.  Even though Jennifer loved numbers and accounting (She was a professor's assistant in accounting at Yale when I was getting my MBA there), she still made many of the same entrepreneurial mistakes in terms of managing the cash flow of the business. She was chasing revenue instead of profitability. Now she lives by the quote: “At the end of the day revenue is vanity; profitability is sanity” With the same tenacity Jennifer had applied to building her business, she learned about Profit First, a system created by Mike Michalowicz for business owners needing to get the profit back into their business. The results were seriously good, and Jennifer decided she’d like to share her knowledge with other small business owners struggling to grow a business while remaining profitable. She is New Zealand’s only Certified Profit First Professional, and helps her clients apply the Profit First model to their business. We’re also avid Profit First users, and recommend it to our clients. Like us, they’ve seen dramatic changes in their businesses, from solopreneurs to businesses with teams of 50+ staff.  If you know you need to make more profit in the next twelve months, and want to get a handle on it, this podcast episode is for you. Today we cover.Why Jennifer became a Profit First ProfessionalWhat the impact on her own business wasWhat focussing on profit can do for the whole businessWhy this system can help you prepare for big purchasesWhy you need a “Government’s Money accountWhy a long holiday can be a sign of healthWhat other accounts you need, depending on your type of businessHow to apply this process to your own business Important LinksJennifer’s WebsiteJennifer on LinkedinJennifer on Facebook Other recommended EpisodesYour budget is not their budget with Natalie CoombeSee omnystudio.com/listener for privacy information. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit hellohumanbyrachelklaver.substack.com/subscribe

Sel Leigh created a business that pulled together her decades of experience in working across multiple government and NGO roles educating not-for-profit and business owners, and had a growing number of clients who loved her help, advice and support around helping them understand the obligations and entitlements of being in business, specifically in the not for profit, or other impact style business models. But Sel had a problemHer business was soaking up hours she did not have, she was stressed and the profit coming in from the work wasn’t enough. She needed help. In this episode of MAP IT Marketing, we walk through why Sel needed to get some external help to reset her pricing, what mindset barriers she had to break down, and how her clients reacted to her new pricing structure.For anyone who’s struggled to work out how to price your value, as opposed to “what you think you can get” this is a must listen to episode. Sel now uses the lessons and techniques she’s learned to help her clients also change their mindset and ensure they’re building a business that is profitable and healthy. At the time of our interview, Sel was still on maternity leave, which she was able to take fully, leaving a team member to look after the business, and still be paid from the business. Sel’s about to return to work with clients, helping them with their Impact-focussed businesses, knowing she’s built a business that still gives her time with her three young children, aligning her business with her personal values around family.   Today we coverWhy it’s good to think about profit (even with a passion / impact business)Why we so often don’t charge what we’re worthWhat you need to take into account when you change your pricingWhen you may need to get helpWhat the biggest impact of changing your money mindset isWhat happens when you tell your clients the pricing has changed Important LinksSel on TiktokSel on InstagramSel on LinkedinNatalie Coombe, Pricing Expert Other recommended EpisodesYour budget is not their budget with Natalie CoombeHow People Pleasing Can Harm Your BusinessSee omnystudio.com/listener for privacy information. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit hellohumanbyrachelklaver.substack.com/subscribe

Have you dipped your toes into using LinkedIn but are not sure if it’s a social media platform you should be focusing on? Or have you been putting effort into it but haven’t seen an increase of leads or sales from your activity? LinkedIn can become a powerful growth tool for your small business if you use it right. And it all starts with optimising your profile.For a long time, LinkedIn has been my favourite of all the social media platforms, although I’ve been exploring new loves such as Instagram this year. No matter how obsessed I have got around creating a reel or an engaging Instagram post, I still love the community power of LinkedIn, and the potential for huge organic reach from a post without as much as a few sentences placed together is better than any other platform.  It’s so much more than a job finding or corporate promotional platform and can provide you with the ability to build relationships with both your ideal client and other business owners like yourself around the world.I often say to small business owners “If your target market tends to be employed, and has money, then they’re likely to be found on Linkedin.” All small business owners can find their particular target market on the platform. Like anything, it’s how you use it!Your personal Linkedin profile helps you connect person to person with your network. Because you are talking to each other as “real people’, your profile page needs to be a well-constructed information centre of what you do, who you do it for, and how you do it, from the banner to the record of your activity. We walk through how to construct your Linkedin profile, explain where you need to add a call to action and explain some of the common mistakes people make when creating their Linkedin profile. Today we coverWhether you need to be on LinkedinWhy the profile is so importantThe key elements of a Linkedin profileHow to write a create headline Why you need the headlineTips for writing your about us and bioHow to use the featured sectionWhy it’s important to moderate your Linkedin activity What to do from here. Important LinksEpisode 27 - Why Linkedin Company Pages could become your secret weaponYour FREE Linkedin infographicMAP IT -Action plan for 2022Social Media for Boring Businesses (free webinar) Other recommended EpisodesAre Case Studies your Secret Weapon?How to Create Engaging Social Media PostsHow to Create Social Media Content as a Boring BusinessSee omnystudio.com/listener for privacy information. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit hellohumanbyrachelklaver.substack.com/subscribe

I formally apologise for everything bad I’ve ever said about Linkedin Company Pages in the past, because today’s guest Michelle J Raymond has changed my mind! If you’ve also always wondered “Should I have one, and if I do, what do I do with it?” then this episode is most definitely for youMichelle covers how Linked covers the big four reasons you need to have your Linkedin Company page do more than post job vacancies or company updates, and how this is one of the best places on the internet to sell to a targeted, and curated engaged audience.In this episode of MAP IT Marketing we cover the content plan you can use for your business, and how to make this work whether you’re a solopreneur, have a small team, or a team of far more. Michelle J Raymond is the Chief LinkedIn Social Strategist at Good Trading Co and a founding member of the LinkedIn Small Business Advisory Council.   Michelle specialises in helping small to medium business owners make a real impact in business using Linkedin Company pages.  She takes a hands-on approach, integrating her services into existing teams and working closely with businesses on strategy, execution and practical implementation of successful LinkedIn social selling campaigns. Learn how to create the right sort of content for your Linkedin page, and prepare to  have your mind changed just like mine was on the the benefits and possibilities of a Linkedin Company Page.Today we coverWhy small business should consider Linkedin company pagesHow company pages have changed in the last yearHow to grow your followingWhat you need to do each month to help build an engaged followingHow to use your page to sell authentically to your audienceHow to use your page to grow your brand or company awarenessWhether solopreneurs should use one alongside their personal profileThe 3-2-1 approach to content creation for your page. Important Linkshttp://www.goodtradingco.com.au/The Good Trading Co on LinkedinMichelle on LinkedinFind Michelle on InstagramMAP IT -Action plan for 2022Social Media for Boring Businesses (free webinar) Other recommended EpisodesAre Case Studies your Secret Weapon?How to Create Engaging Social Media PostsHow to Create Social Media Content as a Boring BusinessSee omnystudio.com/listener for privacy information. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit hellohumanbyrachelklaver.substack.com/subscribe

What do you do if you’ve had a few too many “no’s” recently and you need to find an extra ten thousand dollars?Well for Cat and her husband, the answer was simple. Start a business.Cat and her husband had long talked about turning a family game, where the family would explore New Zealand with a whimsical mystery tour of directions set out from the kids in the back for years. They’d built a community of ten thousand readers of Cat’s blog “Getting Lost” detailing their adventures, and had requests of how to help others explore New Zealand. The need to make right on the ten thousand dollar loss was enough to stir Cat into action and the result was a adorable game designed to travel with you as you go on a trip of exploration in the car. Six weeks after the launch, they’d made the ten thousand in profit, and realised that perhaps this game had a little more potential than they’d thought!The business has continued to grow and provide games to help people on all sorts of adventures, from date nights, to dog walks, to trips with your mum. With a range of sixteen different games, selling all over New Zealand and the world, this game is definitely not getting lost in the plethora of other games out there!Cat’s now planning to launch into the US, after a viral post saw a spate of orders and requests come from there.One of Getting Lost’s skills is their ability to take a core idea and spin it into variations for different markets. They also are able to work quickly when needed, like the launch of the Art Home Edition mere days after the first lockdown in 2020This is rollicking podcast episode, with the firecracker energy Cat has brought to her business. Prepare to enjoy the journey!Today we coverHow anger and frustration led to the launch of a businessHow Cat built a community before she had a businessHow she’s used her community to test and diversifyWhat she learned from listening to criticismHow her product production has been bootstrapped as they’ve grownHow social media has opened up the US as a marketWhat we can learn from Cat’s business Important Linkswww.gettinglost.co.nzGetting Lost on FacebookGetting Lost on Instagram IMPORTANT LINKS MENTIONED DURING MAP IT MARKETING EPISODESMAP IT Marketing Facebook groupIdentify’s Events and WebinarsIdentify Marketing InstagramIdentify Marketing Facebook PageRachel Klaver WebsiteIdentify Marketing NZ WebsiteIdentify Marketing Australian WebsiteRachel Klaver - LinkedinRachel Klaver - YoutubeSee omnystudio.com/listener for privacy information. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit hellohumanbyrachelklaver.substack.com/subscribe

"The hardest thing for me as a people pleaser was to discover my attempts to please everyone caused people to trust me less. That was the thing that made me the most devastated"I used to be a sold out, all seasons pass People Pleaser. I was terrible at saying no if something wanted it, even if I had no idea how I was going to make it happen. Sometimes it all paid off. Other times, it didn’t. In one of the very first episodes of MAP IT Marketing I shared the story of how I built up our Agency Identify, only to have it all crumble back down in a huge mess. At that point I realised that for my life and my business to change, I had to make some changes too. Recognising that my “kind” desire to please everyone was actually not pleasing many people at all was a huge and horrible shock to the system. In the episode I cover the areas that people pleasing can affect in your business from your team, your pricing, your capability, your reputation and more.This is a super personal and honest story of the battles I’ve had to overcome as I’ve learned to create healthy boundaries that have helped us rebuild our business into one I’m proud of, that delivers on our promises and has an incredible team to help us. Saying a big NO to pleasing everyone has allowed me to become more confident in what we do best. As I say on the podcast: " When we're doing the things that we love doing that really light us up, and we put boundaries around our life to allow that to happen that people will respect, then that helps us to be the best gift that we are, we are a gift to the planet, each one of us as a gift to the planet"Whether you have the same struggles or not, I invite you to learn from my story.  Today we coverWhat impact people pleasing had on my teamWhy people pleasing limited our ability to be profitableHow people pleasing attracts the wrong types of customersWhy boundaries in business are essential for thrivingWhat I’ve learned and experienced from dropping the people pleasing.Other recommended EpisodesThe Most Important Part of your MarketingManaging Marketing Overwhelm IMPORTANT LINKS MENTIONED DURING MAP IT MARKETING EPISODESMAP IT Marketing Facebook groupIdentify’s Events and WebinarsIdentify Marketing InstagramIdentify Marketing Facebook PageRachel Klaver WebsiteIdentify Marketing NZ WebsiteIdentify Marketing Australian WebsiteRachel Klaver - LinkedinRachel Klaver - YoutubeSee omnystudio.com/listener for privacy information. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit hellohumanbyrachelklaver.substack.com/subscribe

Great images of your products and of you can make selling what you do a whole lot easier. Even if you’re on a budget, the investment of great photography can help elevate your business and make you look far more together than you probably feel!But it’s often one of the biggest areas of lack for most of the business owners I work with. So few invest money into getting a range of photos they can use for social media, the website, print and anywhere else you can place them. In episode 24 of MAP IT Marketing, we talk to “Hipster Mum” owner Jade Warne. Jade specialises in helping business owners create stunning photography and videos of both themselves and their products, along with handing over a fair amount of advice and support around digital marketing. Jade’s snapped Kate Hudson, Sarah Jessica Parker, Marie Forleo, Elizabeth Gilbert, Elle Macpherson - but her favourite clients are small business women who are building their dream. After starting her career with Marie Claire and the Sydney Morning Herald, she worked for start-up “Shoes of Prey” (which I vastly regret not asking her about in this episode because I loved that business!)Jade has an energised and engaged community on Instagram under the name @hipstermumsocial where she mixes the realities of the business and parenting juggleWe talk about the importance of carving out a persona for yourself as a business owner that can be separate from the banalities and stress of parenting, and how this can make you feel more confident and in control of your marketing and brand. As Jade says ”Who do you need to be in a business sense? Who you know, what is that person? How do they show up? What do they wear? What colours are important to them?  And let's bring that construction to life for you so that you can communicate really succinctly swiftly with your ideal client to make those connections in a split second”This episode is for anyone needing to understand how  to find their own brand persona, what you need to have at home for your own product photography, why using an expert can be a worthwhile investment, whether you should use your children’s images as part of your marketing, and exactly how the balance between being in business and being a parent can sometimes feel completely impossible  Today we coverWhy it’s ok to have a brand personaWhat happens to you when you own that personaWhat you need to create your own product photos at homeWhy getting a brand photographer can save you time and moneyThe juggle of owning a business and being a parentWhy sometimes we need to follow the different seasons of our livesWhether you should use your children as marketing material Important Linkshttps://www.hipstermum.com/https://www.instagram.com/hipstermumsocialIdentify's ECommerce Webinar October 7th Other recommended EpisodesHow to build a personal brandWhat you must do to improve your ECommerce sales IMPORTANT LINKS MENTIONED DURING MAP IT MARKETING EPISODESMAP IT Marketing Facebook groupIdentify’s Events and WebinarsIdentify Marketing InstagramIdentify Marketing Facebook PageRachel Klaver WebsiteIdentify Marketing NZ WebsiteIdentify Marketing Australian WebsiteRachel Klaver - LinkedinRachel Klaver - YoutubeSee omnystudio.com/listener for privacy information. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit hellohumanbyrachelklaver.substack.com/subscribe

What do you do when a pandemic blocks your opportunity to go on the OE you’ve been planning and saving for for years? Well for Charlotte Greer, it was the perfect opportunity to start a business.After saving, while studying for her degree in Economics, Charlotte was all set to explore beyond the borders of New Zealand. When she realised that OE wasn’t going to happen any time soon, Charlotte picked up a project she’d initiated at university, where she’d created a business plan, with costings and sales projections, to help understand and process the application of her study.This business was the perfect blend of her business brain, and her desire to live a “blended” sustainable life, where she may not “carry a straw everywhere” but definitely wanted to reduce waste, and choose products that did not leave a negative impact on the environment.Veto began as a small range of products Charlotte sold online, and through the markets. Her business is still young, new and at the early stages, but she’s already gained stockists, has a pop up “refillery” in Tauranga, and has long term goals to grow both the range and the reach of her products.Charlotte shares what she believes is the most important parts of starting a business are to get right, what she’s be able to do herself to launch it, and some of the challenges she’s faced since launching her business.We also talk about the assumption that GenZ/ Millennials will automatically know how to market their business with social media, and the different skills you need when looking at it from a business perspective. Today we coverWhat Charlotte sees are the most important parts of a business planHow to grow a business with no budgetHow to use customer feedback to develop your rangeWhy Charlotte chose a sustainable brandHow Charlotte saved money when she launchedWhat’s next for VETO Important Linkshttps://www.vetozerowaste.online/Veto on Instagram Other recommended EpisodesBacking Yourself to move from marketsHow Pepper and Me was built on communityWhat you must do before spending a cent on Facebook AdsWhat you can do on your website today to improve your ECommerce sales IMPORTANT LINKS MENTIONED DURING MAP IT MARKETING EPISODESMAP IT Marketing Facebook groupIdentify’s Free Events and WebinarsIdentify Marketing InstagramIdentify Marketing Facebook PageRachel Klaver WebsiteIdentify Marketing NZ WebsiteIdentify Marketing Australian WebsiteRachel Klaver - LinkedinRachel Klaver - YoutubeSee omnystudio.com/listener for privacy information. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit hellohumanbyrachelklaver.substack.com/subscribe

If I could get my Christmas wish in early (very early!) it would be this: That you will get to Christmas Day with a good amount of profit in your account and you’ll be able to do more than wish you were napping all day over the stat days!This is your time of the year for you to maximise your profit, put some extra away for some of the leaner months, and move a whole heap of stock. And to do that, we need a plan.Of course when we say Christmas we know that this upcoming quarter has far more in store for us from Labour Day, to Black Friday and to the Yuletide bleary eyed shopping to get everything done and dusted for Summer holidays. In today’s episode, we’re talking what options you have around promotional periods and themes for the season, why you need to consider which types of promotion goes with which event, and how to target the marketing to five different shopping types.You are often training your customers to wait for sales, and this can eradicate your margins, prevent growth and cannibalize your own business. This has to stop!“I know that for some businesses, they have trained me to be a bargain hunter, I only ever buy from the sales because they have sales all the time. Other businesses, I will think about what I'm buying and I'll buy high value prices I never would consider asking for the sales”This quarter is huge - so I’m also inviting those who want to dig a bit deeper to come along to a webinar with me on October the 7th to make a plan, and get some extra help. The link is in the show notes.  Today we’re coveringWhy profit is the measure over turnoverWhat not to do during this periodWhat products you should never discountWhat four types of promotional offers you should useHow to pull in different buying personasWhat options you have as an independent retailerHow to tie this together into a quarterly promotional plan Important LinksWebinar: ECommerce Success - how to make 2021’s last quarter countMAP IT Marketing Facebook GroupThe Ultimate ECommerce Checklist Other recommended EpisodesGrowing to 150k followers in just a few months on InstagramHow Pepper and Me was built on communityWhat you must do before spending a cent on Facebook AdsWhat you can do on your website today to improve your ECommerce sales IMPORTANT LINKS MENTIONED DURING MAP IT MARKETING EPISODESMAP IT Marketing Facebook groupIdentify’s Free Events and WebinarsIdentify Marketing InstagramIdentify Marketing Facebook PageRachel Klaver WebsiteIdentify Marketing NZ WebsiteIdentify Marketing Australian WebsiteRachel Klaver - LinkedinRachel Klaver - YoutubeSee omnystudio.com/listener for privacy information. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit hellohumanbyrachelklaver.substack.com/subscribe

Have you ever wondered how to get over a hundred thousand followers in a year on Instagram?I know I have! So I was thrilled that Lucas O’Keefe agreed to share exactly what he did to grow his account by over 150 thousand followers in a year, using engagement and community building methods."So my big takeaway it's been, you know, in a world where we need consistency, we need content, to just share our message and build that community. Start with one platform, One soapbox to stand on and make that a thing"In March 2020, Lucas had a small instagram account for a social media agency “On the Clock Media” During the first wave of the Pandemic, Lucas made the call to focus on growing his Instagram profile, and changed his account to his name “Lucas O’Keefe”At the time of booking Lucas on my podcast, he had grown to 100 thousand followers. By the time we recorded it, he’d reached 150 thousand, and only a few weeks later has gained over ten thousand more.In this episode, Lucas shares (for the first time) the time and effort that he poured into growing his account, why he reckons personal brands should start with a single platform focus, and what all business owners can do to grow their accounts.We also talk about the importance of being something “a little bit different” and how this helps your content to stand out. “Find that one thing or those two or three things that are going to get people talking about you.There are so many different ways to work to make it work for you, but you have to stand out"For small business owners who are sitting in the space between building a business, and growing a personal brand, this episode can help you work through what elements you can take from his learning, and what you might need to adjust. Lucas also shares great insights around what’s working on Instagram at the moment (and what’s not) and why we need to use Instagram the way the algorithm wants us too.One of my very favourite quotes from the podcast helped me up my game when it comes to commenting on other people’s posts. As Lucas said:"Every time you comment, you are leaving a little tiny billboard that someone might see that brings them back to your page for content, right, and it can feel overwhelming because like I said, tiny, tiny billboard.”Today we’re coveringHow much time it took Lucas every day to grow his audienceWhat tactics be believes are keyHow reels can increase your reachWhat commenting on other people’s posts can do for youWhy carousel posts are used on marketer’s accountsWhether you should stick to one platform at a timeWhether a large account leads to businessImportant LinksLucas’ content calendarLucas O’Keefe on Instagram IMPORTANT LINKS MENTIONED DURING MAP IT MARKETING EPISODESMAP IT Marketing Facebook groupIdentify’s Free Events and WebinarsIdentify Marketing InstagramIdentify Marketing Facebook PageRachel Klaver WebsiteIdentify Marketing NZ WebsiteIdentify Marketing Australian WebsiteRachel Klaver - LinkedinRachel Klaver - YoutubeSee omnystudio.com/listener for privacy information. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit hellohumanbyrachelklaver.substack.com/subscribe

Five years ago, Cherie Metcalfe started a business selling salts, laid out on a duvet cover at a local market. Her goal was simply to contribute to the family income, without having to return to the late night life of cooking in a hospitality business."I never had any money to put into the business. Every dollar I've put in started from money I earned from selling salts off a duvet cover at a market stall."It’s been a fully packed five years, with Cherie building an engaged community online, with thousands tuning into her Instagram stories every day (where she cooks using her products), or pouring over her mouth-watering photo, showing how you can use her rubs, salts, sauces and butters.From that humble beginning at the markets, Pepper and Me has grown into four businesses, operating from their own building, and operating with a team of twelve. Cherie has managed to build a business focused around her love of cooking, food and people. Along with Pepper and Me, she runs the Pepper and Me club, a recipe sharing membership site, KitCo which sells ovenware, and Cain and Abel Knives, her newest business venture. "Everything I do is part of a greater aim to connect people with food. I love people, and I love food. So that's what I do. "Cherie has always invested time and energy into her organic marketing, building a community of people who love her, and her brand. In sharing about her life and her business, she’s been able to grow beyond the market stalls, selling directly and into stores. User-generated content has always been important to Cherie, and her desire to help pay people who developed recipes using her product led to the launch of the Pepper and Me club. As an avid user of her products, I can say they are seriously good. I haven’t cooked a bad meal with any of them. That definitely has contributed to the success of the business, as it’s easier to get people to buy again when the products are good! However, it’s Cherie’s time and effort into showing people what she does, sharing moments of the day providing content and connecting with her community that has truly built her business."I put the time and effort into showing people what I do, sharing moments of my day, I show up, I provide content and my community then connect and support me when I share our products."In this podcast we talk about how the business has changed, what’s changed since the early days, how she now prioritises her marketing, and whether this was all part of a big, organised plan.  Cherie is real, inspiring and so motivating to anyone wanting to build a business out of a passion.Today we’re coveringHow Pepper and Me startedWhat drives CherieWhether her growth was down to setting specific goalsThe lucky save she had when it came to pricing her productsHow Cherie built a community around her businessHer advice for business owners wanting to do the same thingHow the influencer changes has impacted her businessWhy she started a subscription recipe service Important LinksPepper and MePepper and Me ClubCain and Abel KnivesKitCo by Pepper and Me IMPORTANT LINKS MENTIONED DURING MAP IT MARKETING EPISODESMAP IT Marketing Facebook groupIdentify’s Free Events and WebinarsIdentify Marketing InstagramIdentify Marketing Facebook PageRachel Klaver WebsiteIdentify Marketing NZ WebsiteIdentify Marketing Australian WebsiteRachel Klaver - LinkedinRachel Klaver - YoutubeSee omnystudio.com/listener for privacy information. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit hellohumanbyrachelklaver.substack.com/subscribe

Today I’m sharing with you what content I create from my podcast episodes every week. Learning to repurpose content is a huge step towards creating cohesive, on brand and on track content for your prospective clients to find and engage with, wherever they are.Part of the magic of repurposed content is it all fits together like a massive jigsaw puzzle. It can help you create content more efficiently, and help people not just fall into your content web, but stay there. (I always say, be a spider, build a web)I have to admit I’m super nervous about sharing this episode with you, because I know that what I’m currently doing to repurpose my content could be far more than you are currently doing. So before we jump in and talk about what’s included in this podcast, I want to remind you that we are all at different stages and levels when it comes to our business and to our marketing.I have a list of six or seven other things I want to add to my content marketing machine such as infographics, nurture sequences and a few other little gems, and I’m not there yet, so it’s so important to know where you’re sitting in your content marketing journey and learn from there.At the moment, my podcast is repurposed into a column, blog, long video, short videos, short content, and shared on a range of different platforms. I’m going to step through that process, and also share what help I get along the way, as well as how many hours a week we collectively use to make it all happen.Then, I’m going to give you a starting place for you to start doing the same thing (you won’t need a podcast - you can use a blog or a webinar or a long talky video instead. I’m nervous, but I’m also excited to share this with you. If you want to ask questions from this episode join our facebook group and ask them in there.You can also get links to everything you need on rachelklaver.com/podcast During this episode I share the following:Why we need to build a web to help our content marketing work betterWhy I changed how I was doing my marketingHow I use my podcast to recreate and repurpose contentThe tools I use to create contentWhat help I’m getting to create contentHow long it takes to do our marketing every weekHow you can use these ideas in your businessHow to start repurposing your content from scratch Important links:Free flowchart of how to repurpose contentOTTER.AIGet Subly (Subtitles)Video Cutter (free)Tailwind (scheduling pinterest pins)Answer Socrates Other episodes that may help youEpisode 5 - Narrow your arrow to find your nicheEpisode 10 - Creating great content IMPORTANT LINKS MENTIONED DURING MAP IT MARKETING EPISODESMAP IT Marketing Facebook groupIdentify’s Free Events and WebinarsIdentify Marketing InstagramIdentify Marketing Facebook PageRachel Klaver WebsiteIdentify Marketing NZ WebsiteIdentify Marketing Australian WebsiteRachel Klaver - LinkedinRachel Klaver - YoutubeSee omnystudio.com/listener for privacy information. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit hellohumanbyrachelklaver.substack.com/subscribe

"I am a recovered camera shyness person. Now I'm on the other side of it, I have made it my life goal to help as many other people overcome camera shyness as possible. " -HarrisonFear of showing up on video has to be one of the biggest blocks my clients have when it comes to marketing. It doesn’t matter what they ACTUALLY look like, except for the odd weirdo who, like me LOVES video, most of them run in horror at the thought.They feel too old, too fat, too ugly, with a weird voice and nothing to say. (All these feelings are baseless)  That camera pointing in their face is enough to bring on a full blown panic attack. To tell them they need to use it in marketing is a step too far.That’s why I loved talking with Harrison, from IAMH Creative in the UK. He also used to be terrified about being in front of a camera, but has since reformed and now works with anyone worldwide who needs to have a mindshift. He teaches that “the camera is not judging you” and that when you learn that, you can begin to feel a lot more comfortable in front of it. He’s also aware that video is now an essential part of marketing, since we shifted behaviours during lockdown. "During Lockdown we were all seeking human interaction, and a pick-me-up and it created a shift towards video that is going to stayHarrison and I bonded over our mutual love of Goats. We’ve forgiven each other for our differing opinions on pineapple on pizza. And (while we are going to switch back to what this podcast is all about in a moment - I think this podcast exemplifies everything I love about the power of the Internet. There is no way, pre instagram I’ve have ever come into contact with this 27 year old English bloke who finds 26 degrees way too hot, and used to be a rapper! He and I share the same values around people, business and helping people become more confident and I’m completely thankful I’ve got to meet him! You will love him! Harrison steps through a simple process to help you become more confident on camera, and helps us all find a way to be ourselves on screen. "It's only been in the last year I've fully embraced it's ok to be 100% me on camera, so I understand that's a challenge for a lot of people" I love his slogan “Just hit record” as he says it helps us not let overthinking get in the way of us just giving it a go. Harrison is not a loud, in your face video coach who’s going to artificially pump you up or force you into doing anything. I know you’ll love him as much as I do in this episode, as he shares how to get over your video fears. Today we’re coveringWhy so many of us fear videoSimple methods to get over video fearHow we need to drop the idea we are born confidentWhat tech we can us, and what we don’t need to worry aboutWhether video is necessary for your businessAND...Our stories about how we’ve both met Gok Wan Links:IAMHCreative Instagram (well worth following for tips and ideas)Harrison’s Coaching Programme IMPORTANT LINKS MENTIONED DURING MAP IT MARKETING EPISODESMAP IT Marketing Facebook groupIdentify’s Free Events and WebinarsIdentify Marketing InstagramIdentify Marketing Facebook PageRachel Klaver WebsiteIdentify Marketing NZ WebsiteIdentify Marketing Australian WebsiteRachel Klaver - LinkedinRachel Klaver - YoutubeSee omnystudio.com/listener for privacy information. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit hellohumanbyrachelklaver.substack.com/subscribe

"You want to pull out all those nifty little quotes and testimonials, then really tattoo them on your arse, you know, everywhere, where ever it will work for you” - Lizzie DavidsonIf you are a service based business, you need to add Case Studies to your marketing strategy. These powerful marketing stories help people see themselves in your happy client’s shoes, and can imagine all the good things you could do for them too.Today in episode 17 of MAP IT MARKETING  we’re talking to Lizzie Davidson who’s Linkedin posts are my daily go to for great information, excellent advice and the occasional professional disagreementTo be honest, I could have booked Lizzie to talk to you about almost any type of writing and content - she’s a highly skilled all rounder. However, months ago Lizzie did a week long series of posts about cases studies and the power of themWe often press the importance of case studies in marketing, to be used as social proof, and third party referralFor a long time Identify was really not doing anything of merit worth us doing a case study for a business. Thankfully these days are passed and we now try to collect a few every yearWe personally outsource our case studies to an external writer as I find it very hard to talk us up, and get embarrassed when clients say nice things about us! However Lizzie does think it’s possible to do these inhouse “A case study is a duet between you and the client. It's your insights and takes and theirs. It's not just you telling a story." - Lizzie Davidson"I am sometimes a quazi-therapist coming in. I'm asking them to revisit a project. And whatever they say, good or bad, it's a great gift" - Lizzie Davidson“Ask yourself "How are we hoping to add value with this case study? What are the valuable lessons? What will be really relevant to our clients?" That is where you find your juicy hook. “- Lizzie DavidsonLizzie deftly walks you through what a case study is, why you need it and how to make sure it’s got all the important elements to build trust in the reader.Lizzie is a B2B content marketing specialist with 20 years’ experience doing copy and business development for creative consultancies. She crafts magnetic website copy that fills your inbox with inquiries from your ideal clients. She and I both believe great content marketing will attract clients who dig your vibe, love your work, and pay you what you’re worth Lizzie shares an effective step by step recipe of what is needed in every cases study, and breaks down how to make the most of the marketing collateral.During this episode we discuss the following:Why case studies are so powerfulWhat all great case studies need to includeWhere you should use your case study once it’s completedWhy Case Studies can lead to salesWhether you should get your case studies outsourced. Links:Lizzie’s Blog on Case StudiesLizzie’s LinkedinRachel’s Linkedin IMPORTANT LINKS MENTIONED DURING MAP IT MARKETING EPISODESMAP IT Marketing Facebook groupIdentify’s Free Events and WebinarsIdentify Marketing InstagramIdentify Marketing Facebook PageRachel Klaver WebsiteIdentify Marketing NZ WebsiteIdentify Marketing Australian WebsiteRachel Klaver - LinkedinRachel Klaver - YoutubeSee omnystudio.com/listener for privacy information. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit hellohumanbyrachelklaver.substack.com/subscribe

Today we’re talking social media captions! Years ago, when I was a primary teacher, I discovered that the thing I was worst at teaching was art. And I was great at teaching PE. It was weird, because I love art, and creativity and PE? Well that’s not something I’m naturally good at!I was having to learn as I taught, often only about three of four steps in front of my learners. I realised that’s what made me so good at teaching beginners! I was learning as I went as well, and I wasn’t missing crucial steps beginners need.I realised that’s why I often find teaching how to write content so tricky. I’ve been a writer of content for twenty years, and it’s like breathing for me. When a client used to ask “how do I write a caption?” I’d be like “I dunno, you just write! Go for it!” which really wasn’t very helpful at all!I was challenged to spend time working out exactly what to do after working with a few clients who just couldn’t put a sentence together.It’s HARD when you haven’t written much before. I now teach a structure that helps nearly every small business owners write more engaging captions, and I’d like to share it with you too. It’s one I use almost by default, although, like most people who become fluent at a thing, I’m likely to cut corners in it.I’m so excited to share this with you today! And, if you go to rachelklaver.com/podcast and click on episode 16, you’ll be able to get a download of a worksheet you can use to plan out your first few on paper. Today we’re coveringWhy captions are importantMy favourite topics for social media contentHow to find a bank of interesting industry-specific wordsThe five step structure to writing a great postHow and where to use this captionHow to become more confident in using this formatPlus you get my free caption writing worksheet FREE CAPTION WRITING WORKSHEETLink to MAP IT Marketing Facebook Group IMPORTANT LINKS MENTIONED DURING MAP IT MARKETING EPISODESMAP IT Marketing Facebook groupIdentify’s Free Events and WebinarsIdentify Marketing InstagramIdentify Marketing Facebook PageRachel Klaver WebsiteIdentify Marketing NZ WebsiteIdentify Marketing Australian WebsiteRachel Klaver - LinkedinRachel Klaver - YoutubeSee omnystudio.com/listener for privacy information. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit hellohumanbyrachelklaver.substack.com/subscribe

Today in episode 15 of MAP IT MARKETING  we’re talking stories, and the power of using them in your marketing And not just any story. But the most important story (for you)"Your customer is bombarded with over 5000 commercial messages per day.  And so their poor brain is having to filter through all of this information just to understand what's going to be relevant to them" - Joel Woolley"Saying you don't know who your ideal customer is to me is like getting a blunt butter knife and stabbing me slowly in the chest and watching me bleed out on the floor" - Rachel Klaver"The empathy brings you both in at the same level. And so you know that I'm here to come alongside you and help you" - Joel Woolley"So we've got to define here, what's at stake? What if you don't go with us? What could your life look like? equally? If you do go through with us, and you work with us? How is your life gonna look like?" - Joel Woolley We are talking about how to write a compelling story about how your business can help your ideal client.And it’s all based around a methodology called “Story Brand”Story Brand was created by Donald Miller, of which I am quite the fan girl. I love the philosophy as it puts the client as the hero, and us as the guide to help them win over a challenge we’ve got all the special solutions for. We personally have used the storybrand method to write our own copy, that saw a huge increase in the right type of clients getting in contact and working with usWe use much of our story to help work out our marketing content which helps everything feel connected and telling the same story, no matter where you go. Since then we’ve both recommended the framework and used it with clients to help them have the same impact to their businessI’m thrilled to have Joel Wooley, NZ’s certified story brand expert with us today to help walk through why he believes this framework works and should be used by your businessHe’s also going to share the seven step framework that every business can use to help create a compelling and converting brand story.Joel Woolley is a StoryBrand Certified Guide and the founder of My Brand Story, an agency that helps brands stand out through effective brand messaging and websites. During this episode we discuss the following:Why it’s important to talk directly to your future customerHow the brand story process puts your target clients at the centre of your messageWhy you need to show them a map on the front page of your websiteHow to improve the conversions from website visitorsWhy this type of message can be used through all your marketing Links:Get in touch with JoelUse the storybrand template IMPORTANT LINKS MENTIONED DURING MAP IT MARKETING EPISODESMAP IT Marketing Facebook groupIdentify’s Free Events and WebinarsIdentify Marketing InstagramIdentify Marketing Facebook PageRachel Klaver WebsiteIdentify Marketing NZ WebsiteIdentify Marketing Australian WebsiteRachel Klaver - LinkedinRachel Klaver - YoutubeSee omnystudio.com/listener for privacy information. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit hellohumanbyrachelklaver.substack.com/subscribe

Today we are talking...TIKTOK!Tiktok is not just about lipsyncing to a song, or following memes, It can be a powerful marketing tool. Today we’re talking about how to use Tiktok as a product based business. (As a service based business I also learned a lot from this episode.)I’m so pleased Tasha Miller from Jubly-Umph is joining us today to talk through how she uses Tiktok to grow her business.“Once I started to make my own jewellery and putting my work out there, I discovered there were lots of people out there just like me and it created a little community” - Tasha MillerI discovered Tasha’s business last year. They sell little reminders that you can wear every day: Reminders that you are smart and brave and strong, and reminders to celebrate or get a little sweary. So I had to get some for my teenage daughters.First - they were a huge hit, and second, I found out how super cool Tash from Jubly-Umph was. I’m in awe of how she’s used social media, and more recently using Tiktok to sell her products. “I was out to dinner with a friend. Just before going I’d posted a Tiktok and it just went off in just a few hours. The orders started rolling in. In the end we got 400 thousand views and $10,000 dollars with of sales from that one post.” - Tasha MillerI’ve recently got into Tiktok myself. (ok, maybe a little bit addicted) To be honest it was an act of rebellion against my daughters who had completely banned me from joining. Now, a few months on I’m finding my stride, and have discovered it’s helped me become more succinct in my video content, as well as finding new people to connect with. The day before we recorded this I got my first negative comment on my own Tiktok for having only 52 followers (I’m now sitting at the still small but bigger number of 400ish) so found this episode really great to learn from myself Here’s some important information able our guest:Tash started out by graduating uni with a journalism degree. While at uni, she supported herself by trading vintage clothing and jewellery on ebay, before starting a market stall (at rose street market in Fitzroy) to sell her own home-made jewellery and artwork, under the name Jubly-Umph, in 2009. A year later she moved the online business away from ebay to a dedicated website, which then grew enough to become her full-time profession. She has gone on to have 3 permanent part-time staff, to enable her to concentrate on marketing and growing the business. Her facebook, insta, tiktok and email marketing has been integral to the operation and growth of the business, with 2020 seeing Jubly-umph's biggest year of growth yet.  During this episode we discuss the following:Why  it’s important to stick to who you areThe importance of showing your face (even if you are an introvertThe importance of market research and knowing your audienceThe difference between “giving it a go” and “giving it your attention”What impact Tiktok has had on Jubly-UmphHow Tasha balances creating content with running her businessHow Tasha repurposes her content Links:https://www.tiktok.com/@jublyumphhttps://www.instagram.com/jublyumph/https://www.facebook.com/jublyumphart IMPORTANT LINKS MENTIONED DURING MAP IT MARKETING EPISODESMAP IT Marketing Facebook groupIdentify’s Free Events and WebinarsIdentify Marketing InstagramIdentify Marketing Facebook PageRachel Klaver WebsiteIdentify Marketing NZ WebsiteIdentify Marketing Australian WebsiteRachel Klaver - LinkedinRachel Klaver - YoutubeSee omnystudio.com/listener for privacy information. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit hellohumanbyrachelklaver.substack.com/subscribe

Marketing overwhelm has the power to take us to meltdown. We either freeze, flee or fight and in the end the only thing we don’t do is keep on going on.“Sometimes I need to remember this is not the time to learn that new thing because it’s not a current focus for the business”“When marketing overwhelm is overtaking me it’s normally that either something is out of whack with my actual life or I’m not taking enough time for myself”“Your marketing plan needs to be something that is manageable for you today, right now” Business owners often struggle to maintain marketing for the following reasonsBeing a business owner is a big job and if marketing is not something you know and understand, the pain of learning and keeping up with everything feels too tiringThere isn’t a plan that starts with where you are right nowIt’s a long term game, and takes a while to see results. When you are working in other areas of the business that sees near instant results, it’s hard to maintain a habit without quick rewardIt’s something we often do in our spare time because we’ve built a business around our clientsWe are scared of making mistakes  I’ve felt all of these myself as a business owner. I might be a marketing strategist for other businesses, but often my marketing was historically done outside business hours. I’m almost fifty and I sometimes struggle with the constant learning and change. Like most of us in modern life marketing has to fit with all the work that pays the bills, team needs, finding time to exercise, spending time with family and trying to keep the washing pile from not taking over my living room. I’ve had times when we really just needed a sale, and trusting the long term game was the scariest thing imaginable. I’ve persisted with marketing because I know it makes business growth easier long term. I’m a marketer because I’m a lazy salesperson. I don’t like cold calling. I don’t want to have to work hard to find each new client. I was people to come to us who are so converted it’s easy for us to start working togetherI’ve pushed myself into learning because my clients need someone to help guide them through learning. I’ve faced overwhelm because I want to remember just how painful it is when it doesn’t feel that easy to find the time, know how to do it, or where to start.Through that I’ve learned so many ways to measure what’s really going on, how to get past the overwhelm and get your marketing humming.So this podcast is all about what I’ve learned. Let’s get that overwhelm under control  During this episode we discuss the following:Why sometimes you need to stop following people to create your own contentHow to avoid shiny object syndrome in your marketingWhy marketing overwhelm may not be about marketing at allWhy scheduling time in for marketing is essentialWhy long term thinking can get you over the learning painHow long it takes to see resultsWhy it's ok to take it slow  Links:My daily plannerVideo of our content planner spreadsheet IMPORTANT LINKS MENTIONED DURING MAP IT MARKETING EPISODESMAP IT Marketing Facebook groupIdentify’s Free Events and WebinarsIdentify Marketing InstagramIdentify Marketing Facebook PageRachel Klaver WebsiteIdentify Marketing NZ WebsiteIdentify Marketing Australian WebsiteRachel Klaver - LinkedinRachel Klaver - YoutubeRachel Klaver - TiktokSee omnystudio.com/listener for privacy information. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit hellohumanbyrachelklaver.substack.com/subscribe

The demand for our attention is growing everyday. So how do we stand out in a crowd of voices? Today I’m so excited to introduce to you Lisa from Curvature clothing, whose instagram stories are often one of my favourite ways to time waste.One of the activities I ask many of our clients to do is instagram stories. This is for a few reasonsFirst it’s a great way to build a deeper relationship with your existing audienceIt’s a great place to sell your services or productAnd (and this is my key selling point… if it wasn’t very good it disappears after 24 hours!However our guest today makes stories I wish we could keepI was already invested in her brand Curvature clothing because she does what I ask so many people to do - when she’s talking to the camera it really feels like you are right in the room with herShe involves people in the design process, and talks through optionsBut it was her series around bizarre Adelaide crimes that really caught my attention - to the point I was making my entire family stop and watch and read along with meLisa used to work in a prison, now she work in fashion. she got so fed up with not loving anything that was available for me to wear, that she set about creating an option for women who felt the same.Curvature is slow fashion and 100% made to order.And today - we’re talking all about instagram stories. During this episode we discuss the following:Why Lisa started her businessHow Lisa has used stories to help fidikn her people and feel less isolatedWhy Lisa uses stories to get feedback from her audienceHow stories about crime helped tie into her new range of clothesWhat Lisa finds weird about social media as a wholePlus I make her tell the funny story about the potatoes inside the washing machine (it’s worth turning into this podcast just for that!) Links:Curvature ClothingCurvature Clothing on Instagram IMPORTANT LINKS MENTIONED DURING MAP IT MARKETING EPISODESMAP IT Marketing Facebook groupIdentify’s Free Events and WebinarsIdentify Marketing InstagramIdentify Marketing Facebook PageRachel Klaver WebsiteIdentify Marketing NZ WebsiteIdentify Marketing Australian WebsiteRachel Klaver - LinkedinRachel Klaver - YoutubeSee omnystudio.com/listener for privacy information. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit hellohumanbyrachelklaver.substack.com/subscribe

“Primrose and Co is about putting nature first. So we put nature at the heart of our decisions about our business” - Sarah Primrose“Going to the markets is like going to see your family every week. It’s been one of the best things for us, including getting to network with other small businesses” - Sarah Primrose“You can get stuck on a treadmill, to keep that cashflow going, because you’re having to show up all the time in person, and then COVID comes and breaks that treadmill and you realise you’ve built a business with a lot of risk.” - Rachel Klaver“There’s a perception of what people will pay at a market, and it’s not the same as what someone will pay for at a store” - Sarah Primrose“I just had this moment where I thought yes, I’m ready to do this. I knew if I didn’t I was going to hate myself so I made myself do it” - Sarah Primrose“I love working and collaborating with people, sharing knowledge. But I’m having conflicting feelings as some of what we do now I’ve worked so hard to learn and discover. Sometimes I know I need to protect my IP even though I want to be open.” - Sarah Primrose Living by your own strong ethics around consumerism and the environment while growing a manufacturing and ecommerce business is not without its challenges.Our guest today - Sarah Primrose, the creator and founder of Primrose and Co has managed to do just that, and successfully moved her business from one that sells at markets, to a brand that is now sold online, and via a range of retailers both here in New Zealand and beyond.Sarah’s background as a chef, food stylist, menu and recipe developer, nature explorer, avid gardener, keeper of chickens and sheep has helped her create a business that truly reflects her own style and passions. She grows some of the flowers in her products on her beautiful lifestyle block surrounded by gardens, native bush and rolling hills, where she lives with her partner Scott and a menagerie of dogs, cats and other animals. Primrose & Co is all about knowing where things come from, where they end up & how we can live more sustainably with Earth Mother & Our Planet. Putting nature at the heart of her decisions, Sarah’s entire brand message is seen through the types of packaging she uses, and how she aligns herself with other businesses and influencers. She’s worked hard to create product packaging that’s refillable, reusable or compostable as part of her sustainability values.She’s definitely had to step over more than her fair share of hurdles and had to take risks to see the growth the business is now experiencing. I’ve had the privilege to watch the progress of Sarah’s business right from the early days, personally use her products and last year we got to work alongside Sarah. I consider her one of the most “sunshiny” people I know.  She truly lives and breathes her values, and this podcast will inspire anyone with big dreams and goals, but has started off small, with a tiny budget.  During this episode we discuss the following:How small businesses have the flexibility to change and adaptThe importance of growing a business that fits in with your ethics and valuesWhen and how to take the leaps towards growthThe importance of having people around you to be your cheerleadersThe lessons learned in moving from markets to retail storesThe importance of growing and maintaining a trusted brand IMPORTANT LINKS FOR THIS EPISODEPrimrose and Cohttps://www.instagram.com/primroseandco_nz/https://www.facebook.com/primroseandconzhttps://www.tiktok.com/@primroseandconz?lang=en IMPORTANT LINKS MENTIONED DURING MAP IT MARKETING EPISODESMAP IT Marketing Facebook groupIdentify’s Free Events and WebinarsIdentify Marketing InstagramIdentify Marketing Facebook PageRachel Klaver WebsiteIdentify Marketing NZ WebsiteIdentify Marketing Australian WebsiteRachel Klaver - LinkedinRachel Klaver - YoutubeSee omnystudio.com/listener for privacy information. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit hellohumanbyrachelklaver.substack.com/subscribe

“Goats in trees aren’t going “Hey, you know what? Today I’m going to be world famous by climbing into a tree.” They’re just doing normal stuff. It’s us that finds it interesting” - Rachel Klaver“So many business owners are stuck about what to write about for social media because all they see is a boring business. Your potential customers don’t see your business that way at all!” - Rachel Klaver“Think about your “goat in a tree” wisdom - all that insider knowledge and things that you find easy, but your customers and fans don’t. That’s gold content for your social media” - Rachel Klaver“We’re talking about anything that helps people build a relationship with you, and helps them know that you’re the person they’ll buy from when they are ready” - Rachel Klaver“Give people a glimpse about what it might be like to get to work with you.” - Rachel Klaver If there’s one thing that I hear from business owners (especially my clients!), it’s that it’s hard to come up with great content for special mediaPart of the issue of course, is that not everyone is a writer. And we all have writing blocks we need to get over. Part of it is a fear that we’ll get it wrong on social mediaAnd part of it’s a fear that you’ll go to all that effort and find out that it’s all a waste of timeI can’t fix all of that in this podcast, but I can help give you a framework for how to write better content by learning to be a Goat in a TreeWhether you are writing all your own content, or getting someone else to do it, it’s super important that you, as the business owner, take time to work this framework out. This is your business, and it’s your voice that needs to come through everything you do.Being a goat in a tree is learning to see all the interesting parts of your business you take for granted every day.  Here’s what we include in your goat in a tree content:Answering frequently asked questionsTalking about your “goat in a tree” wisdom and industry specific knowledgeGiving a glimpse of what it would be like to work with youAdd to this posts that share your core offers, you and your team, and a little bit of fun and you’ve got a great bank of contentTake the time to write great content, and store it all in a spreadsheet. Great content can be used more than once. (and be sure to look out for Episode 16 where we map out how to write great social media captions) During this episode we discuss the following:Why we often find our business boring to write aboutWhat people really want to see on your social mediaWhy you need to think like a goat in a treeWhy this sort of content works by removing objectionsWhat sort of content you need to createHow this method builds out a strong content base for your marketingHow to use this no matter what sort of business you have IMPORTANT LINKS FOR THIS EPISODEFREE BRAINSTORMING CONTENT PLANNER STUFF BLOG: How to be a goat in a treeOur MAP IT  Express Event (July)Our MAP IT Express Event (August) IMPORTANT LINKS MENTIONED DURING MAP IT MARKETING EPISODESMAP IT Marketing Facebook groupIdentify’s Free Events and WebinarsIdentify Marketing InstagramIdentify Marketing Facebook PageRachel Klaver WebsiteIdentify Marketing NZ WebsiteIdentify Marketing Australian WebsiteRachel Klaver - LinkedinRachel Klaver - Youtube See omnystudio.com/listener for privacy information. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit hellohumanbyrachelklaver.substack.com/subscribe

“There’s always ways to help your business stand out in a crowded marketplace” - Jo Murphy“The ultimate goal of the algorithm is to show people content that they will like, that starts conversations, and they actively seek out.” - Jo Murphy“Good marketing is something that other people are drawn to and want to become a part of it” -  Jo Murphy“Loving on your existing customers is something that people often don’t do enough. Email marketing is such a great way to show that love” - Jo Murphy I am not sure if it’s because for years I did it really tough, or it’s my stubborn independence, but I hate wasting money. (Unless it’s money I want to waste - you know, like on clothes!)I work with so many businesses who’ve burned through scary amounts of money on digital advertising for little reward. It’s heartbreaking to be honest! That’s why I’m so pleased Jo Murphy is with me today - I’ve watched her over two years give amazing, careful and considered advice, often in great detail in Facebook groups for free.She’s someone I immensely respect and admire. Her niche is working primarily with environmentally friendly eCommerce businesses, but her advice is for all eCommerce businesses and can also be extended beyond that for all small businesses wanting to use Facebook ads to grow their audience, get leads and make sales. Jo Murphy left the halls of academia in 2013 to pursue a career as a freelance digital marketer. She specialises in Facebook and Instagram, works primarily with environmentally friendly eCommerce businesses, and once sent a slinky down the staircase of a ten storey building. As an active contributor in some of Australia and New Zealand’s biggest online business communities, Jo is passionate about providing solid information and education to businesses of every size and believes that meaningful connections and collaborations are one of the biggest keys to success.When she’s not working with clients through her own business The Ad Nomad, she’s busy working alongside the SmartMarketer team as a community manager for Team Traffic and Train My Traffic Person.During this episode we discuss the following: How Jo went from working with anyone to working with a very specific group of business ownersThe importance of having the same values as your outsourced partnersWhy making sure your offer is clear and easy to understand is crucialWhat barriers you might be putting in the way of your customersWhy it’s important to not overstress about algorithmsHow to have an authentic voice in your marketingWhat you need to do before you pay someone else to do your ads IMPORTANT LINKS FOR THIS EPISODEInstagram.com/theadnomad theadnomad.comtrainmytrafficperson.comJo’s Patreon Link IMPORTANT LINKS MENTIONED DURING MAP IT MARKETING EPISODESMAP IT Marketing Facebook groupIdentify’s Free Events and WebinarsIdentify Marketing InstagramIdentify Marketing Facebook PageRachel Klaver WebsiteIdentify Marketing NZ WebsiteIdentify Marketing Australian WebsiteRachel Klaver - LinkedinRachel Klaver - YoutubeSee omnystudio.com/listener for privacy information. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit hellohumanbyrachelklaver.substack.com/subscribe

“The world we live in today is one where there is a huge ability to grow your business on the power of customer proof” - Casey Hill“When you are a small business you don’t have a huge budget, so you need to find creative ways to differentiate yourself from your competitors” - Casey Hill“That first touchpoint is a huge opportunity to build a relationship. If you start it off with a human connection it brings them in, and gets them talking.” - Casey Hill“People often view customer lifetime value too narrowly - it’s not just how much that person will spend. It’s also how much they share and talk about your brand” - Casey HillImagine taking a few moments to create a short, personalised video to someone, that secured  a deal worth thousands of dollars of sales, both in client work and later referrals. That’s exactly what happened to me a few years back, the first time I tried out a cool app called Bonjoro. And trust me - the video was pretty casual! I was sitting on my sofa at the end of the day, and all I did was talk about how much I was looking forward to sending them a proposal!(As Casey says in the podcast “You don’t need to be polished” - phew!)I loved speaking with Casey Hill, the head of growth at Bonjoro, about how personalised video can play such an integral part in different stages of the customer journey to build trust, and create community. For me, the stand out was the way it can fit into your marketing automation systems, and allow you to create a more personalised experience at each stage of the marketing journey (Since recording this episode I sat down, made a plan and we’re using Bonjoro ourselves a lot more. I’ve recommended Bonjoro during my MAP IT events, and to clients that it’s a perfect fit for, and I am now even more convinced it’s a really simple and effective tool to build trust. (Which is our T in MAP IT) and show investment in your fans and customers (Which is the I in MAP IT)I’d vastly prefer to send an email than pick up the phone. I love the power of marketing automation. And there’s a lot of ways you can make people feel like the automation is written just for them. But if there’s one thing I’m sure of in this world of fighting to keep people’s attention it’s this - when someone knows something was made just for them, it’s going to stand out to themCasey’s had so much wisdom to share about how we can convert and retain more customers by keeping things personal. (Plus, we also discussed Quora and Casey’s cool board game Arkon During this episode we discuss the following:How Bonjoro worksThe power of personalization along with automationWhy personalised emails are so powerfulOur drive for human to human connectionThe different ways you can connection along the customer journeyHow to get the most out of using Bonjoro IMPORTANT LINKSLink to get a two week’s free trialQuoraHow to Monetise Quorahttps://twitter.com/bonjoroappFind Bonjoro on FacebookFind Casey on Linkedin IMPORTANT LINKS MENTIONED DURING MAP IT MARKETING EPISODESMAP IT Marketing Facebook groupIdentify’s Free Events and WebinarsIdentify Marketing InstagramIdentify Marketing Facebook PageRachel Klaver WebsiteIdentify Marketing NZ WebsiteIdentify Marketing Australian WebsiteRachel Klaver - LinkedinRachel Klaver - YoutubeSee omnystudio.com/listener for privacy information. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit hellohumanbyrachelklaver.substack.com/subscribe

“My job is not to decide how someone is going to buy from me. Why are we putting hurdles in the way stopping people buying from us?” - Tracey Smith“We want to buy from artisans. We want to buy from small businesses. We want that real human touch” - Rachel Klaver“It’s like going out for dinner, we want our visitors to eat with their eyes, and your website is there to create desire and build that need” - Tracey Smith. If I could log all the common questions people ask in Facebook groups about their business the question “How do I get more people to buy from my ecommerce business” would be right up there at the top. It’s a rude shock to many small business owners just how much work is involved not only in getting people to your site, but then getting them to buy! We’ve got a special love for retail and eCommerce at my agency Identify. We really enjoy helping small business owners get more sales. While we naturally talk a lot about social media, marketing automation, and digital ads, one of the first areas we look at is the website.There is so much you can do on your own digital real estate to get more clients. I’m so thrilled that Tracey Smith, one of our Identify strategists (and the leader of our Australian team) joined me on today’s webinar. Along with working with us, Tracey has her own ECommerce store, and tests out everything we teach our clients. In this episode we’re going to walk through so many areas - this is truly a deep dive of tips, ideas and strategy!During this episode we discuss the following:Why you really need an awesome About Us page (and why it converts people to customers)The effects as welcome sequence has had on Tracey’s businessWhat you need to add to every pageWhat platforms the website should be built on and whyWhy your website needs to “talk to” other platforms on the internetWhether you should be using Popups How to protect your online assetsCool tools you can use to get a better picture of your businessWhy you might need to simplify your front page. Making it easy for people to click buy now.Why your website is a living organismHow to work out what parts of your marketing you may outsource in the futureWhy you shouldn’t ever use your suppliers' content for your caption as it isWalking through your user experience with fresh eyes.Remember to take ideas for your business from other types of businesses Five ways to grow your ECommerce business blogWe have a really helpful checklist to help your ecommerce businessGet our ECommerce checklistHere are the tools mentioned in the podcastHOT JARGTMetrixGoogle AnalyticsGreat survey tool - SurvicateLaybuy IMPORTANT LINKS MENTIONED DURING MAP IT MARKETING EPISODESMAP IT Marketing Facebook groupIdentify’s Free Events and WebinarsIdentify Marketing InstagramIdentify Marketing Facebook PageRachel Klaver WebsiteIdentify Marketing NZ WebsiteIdentify Marketing Australian WebsiteRachel Klaver - LinkedinRachel Klaver - YoutubeSee omnystudio.com/listener for privacy information. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit hellohumanbyrachelklaver.substack.com/subscribe

“If you’re getting frustrated when people are taking you for granted - it’s a sign you might need to put your prices up” - Natalie CoombeIf there’s one thing I’ve learned from working with hundreds of small business owners, it’s that a large percentage of us do not value what we do enough to make sure we’re getting paid for all our hard work.We definitely pay our team, our suppliers and we’re all about the great deals for our customers… but when it comes to us? We come last!Today I’m going to ask you to change all of that! Take a listen to pricing expert Natalie Coombe to learn how to drop “burnt chop” syndrome, and begin to create a business that gives you the life you set out to have when you started your business.Natalie generously shares the two best pricing models for small businesses, and talks about how you can move to a model that values your time, energy and effort as well as helps position yourself as an expert (this works for product based businesses too!)For me personally, I realised I’m still very much someone who can struggle to put myself first, not because anyone else is pushing me back, but because I definitely was a burnt toast person for years as a single mum (Chops were a rare treat back then!)It’s amazing how our life slips into our business mentality and vice versa. In terms of MAP IT - (Map, Action, Promote, Invest Trust) pricing fits very firmly in the “we need to work this out before we go start marketing out to everyone! Too often it’s a job that’s done after you’ve got to rock bottom, so the earlier you can make sure your products are priced for profit and growth, or your services pricing correctly reflects the value of your offer, the better!“We’re always learning new things. Running a business is the biggest personal development journey there is” - another great quote from Natalie! During this episode we discuss the following:What blocks we have around our value as business ownersWhy you need to look out for burnt chop syndromeThe four ways to work out your pricing structureWhy looking at competitors might not be the best solutionWhat factors your pricing needs to considerHow to move from a cost based pricing structure to a value based oneWhy you don’t need to fear the word MATH! IMPORTANT LINKSwww.NatalieCoombe.comFacebook / IG: @NatalieCoombeOnlinehttps://www.linkedin.com/in/nataliecoombe/Natalie has a SPECIAL OFFER for the Month of June ($500 off her programme!)Find out about NAIL YOUR PRICING here IMPORTANT LINKS MENTIONED DURING MAP IT MARKETING EPISODESMAP IT Marketing Facebook groupIdentify’s Free Events and WebinarsIdentify Marketing InstagramIdentify Marketing Facebook PageRachel Klaver WebsiteIdentify Marketing NZ WebsiteIdentify Marketing Australian WebsiteRachel Klaver - LinkedinRachel Klaver - YoutubeSee omnystudio.com/listener for privacy information. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit hellohumanbyrachelklaver.substack.com/subscribe

I used to spend a lot of time getting clients to create a customer avatar/ target persona.It’s something that big companies spend a huge amount of time on- and it’s foten because they are trying to find the targeted group in an audience of BILLIONSHowever, for many of us, we’re not fishing in a barrel of billions.If we live in a small regional town, or we offer a low competition service, or we don’t need that many clients, we might not need to describe our target persona as “25-35 year old male who loves drinking pina coladas and taking walks in the rain”In this episode I want to release you from the idea that a target persona is the ONLY way to narrow your target marketAnd give you seven (yes SEVEN) different other methods you can use to find your peopleWe personally use a mix of three of these, and since I’ve used this method I’ve found we’ve had far better engagement, growth and qualified leads.You STILL need to talk to one person in your marketing copyBut this episode will help you narrow that arrow so that one person hears it, sees it, and knows IT’S JUST FOR THEM During this episode we discuss the following:Why it’s really important to Narrow the ArrowWhy this method is especially effective for people who live in small towns, and citiesHow this method can help coaches and trainers grow their audienceThe seven key ways you can define your target marketHow to apply this in your own businessHow to blend several of these ideas together IMPORTANT LINKSNarrow the Arrow Worksheet IMPORTANT LINKS MENTIONED DURING MAP IT MARKETING EPISODESMAP IT Marketing Facebook groupIdentify’s Free Events and WebinarsIdentify Marketing InstagramIdentify Marketing Facebook PageRachel Klaver WebsiteIdentify Marketing NZ WebsiteIdentify Marketing Australian WebsiteRachel Klaver - LinkedinRachel Klaver - Youtube See omnystudio.com/listener for privacy information. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit hellohumanbyrachelklaver.substack.com/subscribe

Lauren Clemett was an already successful business owner of a marketing agency specialising in working with professionals building a personal brand. But it wasn’t until she sharted showing what she could do through becoming an author of bestsellers, and winning awards, that she realised that it wasn’t enough to be the best - you need to make it easy for people to KNOW you are the bestLauren joined forces with Annette Densham to then found The Audacious agency - specifically designed to help coaches, leaders and consultants become a known brand to help grow thriving businessesLauren’s full of information based around her years of neuropsychology learnings, on how the brain sees and understands brandsThis is such a full, powerful episode of gems and ideas for any small business owner During this episode Lauren and Rachel discuss the following:Why you don’t want to get to the “WOFTAM” stage (and why that’s the point she normally meets her clientsHow to avoid the “itty bitty shitty committee”Why understanding the Amygdala (in the brain) can make us a better marketer for our businessesWhy it’s important to avoid shiny object syndromeHow you can position yourself as an expert.   WEBSITEhttps://theaudaciousagency.com/ IMPORTANT LINKShttps://www.linkedin.com/in/laurenclemetthttps://www.facebook.com/LaurenClemett68 SIGN UP FOR THE WEEKLY ROCKEThttp://bit.ly/RocketLaunchYourBusiness IMPORTANT LINKS MENTIONED DURING MAP IT MARKETING EPISODESMAP IT Marketing Facebook groupIdentify’s Free Events and WebinarsIdentify Marketing InstagramIdentify Marketing Facebook PageRachel Klaver WebsiteIdentify Marketing NZ WebsiteIdentify Marketing Australian WebsiteRachel Klaver - LinkedinRachel Klaver - YoutubeSee omnystudio.com/listener for privacy information. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit hellohumanbyrachelklaver.substack.com/subscribe

Maria Baker, 34, was left devastated when her dream job became a reality, then was taken away from her three weeks later due to COVID-19. Now, she is pursuing a new dream to innovate women's snow pants and provide them with the best fitting snow pants, ever. Being a pear-shaped, size 14, snowboarder herself, Maria found there was a large gap in the market for appropriately fitting snow pants for women and devised a crowd-funding campaign on Indiegogo to gauge the interest. The successful results of the campaign indicated she wasn’t alone. To date, Nobody’s Princess has raised over $12,000 - based on a concept - and has sparked the interest of women who ski and snowboard, globally. During this episode Maria and Rachel discuss the following:How the idea for Nobody’s Princess came to beHow her passion for a great result has helped her push through the hard bitsWhether you need to be an expert in all things to launch a businessThe energy, time and emotional cost of “showing up” for your businessHow “showing up” can be confronting as a person, around self-confidence and body image. How to build a brand before you have a productWhat Maria’s had to work through working in the women’s fashion industry, trying to cater for a wide range of sizes LINKShttps://www.nobodysprincess.com.au/http://www.facebook.com/nobodysprincessapparel http://www.instagram.com/nobodysprincessapparel Enter Maria's Competitionhttps://powdherstash.win/ IMPORTANT LINKS MENTIONED DURING MAP IT MARKETING EPISODESMAP IT Marketing Facebook groupIdentify’s Free Events and WebinarsIdentify Marketing InstagramIdentify Marketing Facebook PageRachel Klaver WebsiteIdentify Marketing NZ WebsiteIdentify Marketing Australian WebsiteRachel Klaver - LinkedinRachel Klaver - YoutubeSee omnystudio.com/listener for privacy information. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit hellohumanbyrachelklaver.substack.com/subscribe

This is probably one of the most important messages that I want any business owner to know. I’d love to say that it came from a place of great inspiration, but it actually came from a pile of mistakes from my part and a lot of disruption that caused me to have to search my soul and become a far better business owner. This is the most important part of your marketing - it’s not sexy, it has nothing to do with social media or really cool tricks and tactics. this is about the honest to goodness most important part of anyone’s marketing ever. It’s a super important episode. What are you doing to look after your current customersThe most important job you need to do in your businessA short history of how I started Identify - the fails and struggles we went through, how it grew in 6 months, and how we fixed the issues we experiencedSharing a story of how we rebuilt the trust with one of our first clients in the businessThe reason you need to build trust with your clientsThings you can learn in our free online school: The Toolbox. IMPORTANT LINKS MENTIONED DURING MAP IT MARKETING EPISODESMAP IT Marketing Facebook groupIdentify’s Free Events and WebinarsIdentify Marketing InstagramIdentify Marketing Facebook PageRachel Klaver WebsiteIdentify Marketng NZ WebsiteIdentify Marketing Australian WebsiteRachel Klaver - LinkedinRachel Klaver - Youtube See omnystudio.com/listener for privacy information. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit hellohumanbyrachelklaver.substack.com/subscribe

In our first episode, it is but necessary that we introduce our podcast and our business. We’re here to help you as a small business owner become more confident and capable with your marketing even if you never work with us. Today, we’re giving you an overview of what a marketing map is, why you need it, and the first step you can take to help you build your business’ marketing map. A short introduction to the podcastThe story behind the name MAP IT and why we started this business5 components you need in your businessWhy you need a marketing mapTaking action to help you with your marketing map. IMPORTANT LINKS MENTIONED DURING MAP IT MARKETING EPISODESMAP IT Marketing Facebook groupIdentify’s Free Events and WebinarsIdentify Marketing InstagramIdentify Marketing Facebook PageRachel Klaver WebsiteIdentify Marketng NZ WebsiteIdentify Marketing Australian WebsiteRachel Klaver - LinkedinRachel Klaver - YoutubeSee omnystudio.com/listener for privacy information. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit hellohumanbyrachelklaver.substack.com/subscribe

Welcome to MAP IT MarketingSee omnystudio.com/listener for privacy information. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit hellohumanbyrachelklaver.substack.com/subscribe