Hello brilliant entrepreneur, it’s Tash Corbin here, and welcome to another episode of the Heart-centred Business Podcast. This is episode 159.
Today we are going to be talking about a very hot topic and something that’s probably going to take a bit of digging, so settle in for this one, maybe grab a pen and paper. I want to share with you how to start building your platform for your business in a way that is aligned with your feminine energy AND in a way that doesn’t require you have a super successful multi-thousand dollar business right now.
You can start building your platform RIGHT NOW, and that’s what we’re going to do together so let’s get started.
Okay, so where does all this talk of “platform” come from and what on earth does it actually mean? Well, this conversation started among the ladyposse when I attended the Hay House Writer’s Workshop earlier this year, and one of the big conversations in the workshop was the fact that in order for you to be considered by a traditional publisher, you need to have a platform. The book recommended to us there at Hay House Writer’s Workshop was Platform by Michael Hyatt. Now, I don’t actually recommend that book, I don’t like the strategies that are shared in most of that book, and I find it very masculine-energy orientated. It’s based on some of those very outdated strategies such as: “Go and follow 1,000 people on Twitter and they’ll follow you back.”
It’s really not how we do business these days, and particularly for women in business, it’s not that aligned. So, what do we mean by “having a platform?”
Number 1 for me is having an audience. That is, having a group of people that you can go and have a conversation with on a regular basis, who actually want to have a conversation with you, who want to hear from you, who are interested in the work you share, who are interested in achieving the outcomes that you want to achieve.
Now, one of the figures that were touted at Hay House Writer’s Workshop is that to be considered by Hay House in the USA, you need to have a followed of 500,000 people. We’ve seen from Hay House authors that that doesn’t necessarily have to be the case in a lot of instances, but it created this overwhelming ripple throughout the audience of people going “Oh, I thought having 3,500 followers on my Facebook page was awesome. Oh my goodness, what am I going to do?”
What I want to talk about today is this concept of a platform, and dig into it a little further to see what is the platform you actually need and how can you start building it today.
Point number one that I would like to make here is that the biggest indicator of that platform/audience is actually not the people following your Facebook page or your Facebook group. Even though I have a group of 30,000 followers now in the ladyposse, that’s not actually my platform. My platform is my mailing list.
The first reason for that is those people who have signed up for my mailing list want to have a deep conversation with me and learn from me. They’re not just “Oh that looks interesting, I’ll click Like.” or “Oh my friends in that group, I should join.” They’ve actually made a conscious decision to give me their email address, and for me, that’s the ultimate indicator of trust. If you’re giving me your email address you are trusting me to give you some great value and not spam you. For me, that is the true measure of a great platform, the size of your mailing list and the alignment between what your mailing list want from you and what you actually have to offer.
What I want to say in relation to the whole Michael Hyatt Platform book and all that stuff, is that while I don’t agree with his strategies or process, I do agree that having your own platform is important. So what I thought I’d do today is actually dig into 4 big key things to start building your platform now wherever you’re at in business, and also give you a great freebie to help you grow your list. As I said before it’s one of the most important factors in your platform, so let’s grow your list together.
1. I want to say first and foremost that you don’t need a giant platform of half a million followers in order to start making money.
This is one of those chicken and egg/cart before the horse things that I see a lot of people get caught up in is that they think the fastest way to make more money in their business is to get more followers, but honestly I have women who come through my Take Off program who have under 100 likes on their Facebook page/in their mailing list, and they’ve already made $5,000 – $10,000 in their business. One of them is not required in order for you to achieve the other. In fact, when you’re in the start-up phase of your business, your list size does not directly correlate with your income. That’s a much more advanced strategy in business, you shouldn’t be having this conversation until you’re much more advanced in your business.
If you’re in start-up, I want you to focus on getting clients first before growing your list. If you’re not getting clients in your business right now, if you’re not actually making money and struggling to get those first sales, the answer is not to create long, convoluted funnel process to grow your mailing list, the answer is to find those high-connection strategies that convert really quickly and focus on building your list for your long-term business growth. You do not need a giant audience to make money.
2. Yes, growing your audience is awesome but, give it a purpose.
For example, if you had half a million followers on your Facebook page, and you still were not being chased down by a publisher I would say you are doing something wrong in your business. Because at the end of the day if you have an audience of that size, it should be converting really well, right? If you are going to start growing your audience and start focusing on these things, give it a purpose. In the list building freebie that I have for you today, I talk about the fact that for every 100 people you bring on to your mailing list, you want to be converting at least one of those people in to a sale immediately from them joining your list, or at least within the first couple of months. If you don’t have a conversion/upsell, you’re just building a giant list with no purpose. It needs to be converting people into something, so have a think about to what end your list is being built for. What do you want them to buy from you? What are they potentially investing in by signing up to your list? A course? Academy? Mastermind? Give your list a short-term purpose as well as the long-term purpose of growing your platform.
3. Your email list is still your best audience
While it’s great to grow your Facebook page/groups etc, your list is still the best audience you have. Have a look at the correlation between how many likes you have on your page and how many people you have on your mailing list. I will tell you hand-on-heart that my Facebook page has fewer likes than my mailing list has people on it. My job is actually to make sure that when people jump on to my mailing list, they also like my Facebook page because that’s another way for us to continue that conversation. I’ve been really focusing on growing my list to the extent that it has outperformed the growth of my Facebook page. It’s starting to move in the right direction, but isn’t it interesting that that’s the balance I have?
For most people, they have twice as many likes as they do people on their list, and we need to make sure that you are converting the audience from liking your page and interacting with you there on to your mailing list. For me, the place that I want to convert off of Facebook at the moment is my group. I have a lot of people who are in my Facebook group (30,000+) but my mailing list is not that size, so I need to start making sure that the right people are converted from that group if learning from me is a priority for them.
So as you can tell, your email will still always be your best audience, in my opinion, so make sure you are giving lots of time and space towards growing that list and converting people through either gated content or other strategies (we’ll talk about them more in the freebie).
4. List building strategies are different at the 4 different stages of business.
I want to talk a little bit about those 4 stages of business and how they differ because, as I said, growing your list and looking at conversion from list growth is a more advanced strategy compared to what you do in startup.
Stage 1 – The direct sell stage of business
Direct sell is usually when most of the time you are selling to people directly on your Facebook page/groups in your network and directly through conversations with people. It’s the initial stage of business where you are nailing your messaging and getting really clear on who your target market is and where they are hanging out to make those conversions really quickly. List building in this stage of business usually comes down to two things.
1 – People who sign up for your webinars
That’s where you are starting to really create that momentum and give yourself opportunities for the direct sell at the end of a webinar.
2 – When people are actually working with you
If someone signs up to work with you, or signs up for a freebie intro, or comes along and says: “Oh you’re amazing!” and you start having a conversation with them, just ask them if they would like to be added to your mailing list. That’s usually where the list growth comes from during those early stages.
Stage 2 – Scale and Systemize
Once you jump into the scale and systemize stage of business, then you can look at those scaled and systemized methods of growth. For example, you might be consistently putting out content and inviting people at the end of each of your videos to come and join your mailing list either by grabbing a freebie (like I am doing today), or, by just saying: “Sign up for my newsletter cause that’s where I give the most up to date information, and you can get a great newsletter from me every week.”
You might also do Facebook lives where you are inviting people along to a more static freebie. What I recommend when you’re in this phase of business is keep doing your webinars regularly and add some more disconnected freebies to the mix as well. For example, I have webinars that I run consistently and I also have my Magnetic Business eBook, my List Building Lead Magnet, my ladyposse Library. So I have a mix of different things, some of them are live and some of them are self-study, and I have a system for getting all of them out in front of the eyes of my audience consistently and inviting them on to my mailing list.
Stage 3 – Launch
When you jump to the launch phase of business and you are launching courses/programs, your lead magnets become one of your main sources of list growth for your business. Every time you run a launch you could be growing your list by 500 to 1,000 people, sometimes more. In between your launches you are using lead magnets, content upgrades or freebies to actually grow your audience so that the next time you launch you have a big, audience that has already been warmed up and are ready to rock with your next launch.
Stage 4 – Process Orientation
When you have reached this stage of business, most of your list growth will come from those consistent Facebook ads that you are rolling out and nurturing them in that way.
As you can see, list growth changes at the different stages of business, and that is why I have created my special list building freebie. I think that a lot of coaches and strategists out there are teaching advanced list building strategies to people who are in startup, and it’s not an appropriate strategy for the stage of business that they are in.
If you haven’t nailed your messaging yet, you are not 100% sure on your value proposition, you’re not 100% sure that your freebie is going to achieve an outcome, or what people’s objections might be, then the way you go about testing how your freebies work before scaling them is really crucial and important.
If that’s pricked up your ears and you are interested in jumping in and grabbing my list building freebie, head over to the show notes at tashcorbin.com/159 and you will find all the details there.
Until next time.
Thank you so much for listening to this episode of the Heart-Centred Busines Podcast.
I’ve been Tash Corbin. You’ve been a fabulous listener.
And I cannot wait to see you shine.
Hi, I’m Tash. And I am so excited that you’re here. As you may have noticed I’m a total business and marketing strategy geek and I absolutely love helping women to create online businesses and courses that are perfectly aligned with THEIR zone of genius, AND that have a super-specific and strong value proposition for their ideal clients. Connect with on social media (links below) and come join the #ladyposse on Facebook.