The Marketing Fix You’re Overlooking

Summary

The Mindful Marketing Podcast: Episode Summary - "The Marketing Fix You’re Overlooking"

Release Date: March 11, 2025
Host: Andréa Jones

---

Introduction to the Episode’s Theme

In this episode of The Mindful Marketing Podcast, formerly known as The Savvy Social Podcast, host Andréa Jones delves into optimizing marketing strategies for entrepreneurs juggling limited time and resources. The episode, titled "The Marketing Fix You’re Overlooking," addresses the common struggle of balancing marketing tasks with other business responsibilities, emphasizing that effective marketing often goes beyond a sole focus on social media.

The Client’s Time-Constrained Marketing Challenge

At the outset ([00:00]), Andréa introduces the episode's inspiration—a recent coaching call with a client facing significant time constraints:

“If you ever have that moment where you're comparing the time that you have to do your marketing and the amount of things you need to do in your marketing, and you're going, this doesn't match up. I gotta change something.”
— Andrea Jones [00:00]

The client, a coach managing her marketing alongside serving coaching clients, expressed frustration over her limited two-hour weekly window for marketing efforts.

Remarketing to Existing Clients

Andréa emphasizes the often-overlooked strategy of remarketing to existing clients, which she refers to as "internal marketing." She points out that many marketers focus solely on acquiring new clients, neglecting the potential within their current customer base.

“The easiest way, in my opinion, to generate new business is to look back at your current business and think, how can I remarket to my existing customers?”
— Andrea Jones [05:30]

For the client, Andréa recommended leveraging her existing client list by initiating simple email campaigns using tools like Wix's internal email marketing feature. By keeping in touch with current clients and informing them about new events or offerings, the client could tap into revenue that might otherwise remain "on the table."

Expanding to Potential Clients via Email Marketing

Building on the foundation of internal marketing, Andréa advised the client to extend her efforts to email marketing for potential clients. The client was already attracting leads through free consultation calls but failed to follow up with those who did not immediately convert.

“Create a cadence of emailing those potential clients, reminding them of what they signed up for, and giving them a little nudge if they're ready to take the next step for her.”
— Andrea Jones [20:45]

Implementing a regular email schedule—either bi-weekly or monthly—could re-engage these leads, providing timely reminders and promoting relevant workshops or products.

Tracking Lead Sources Effectively

A critical insight Andréa shared was the importance of tracking where leads originate. During her session with the client, it became evident that while referrals were a significant source, their specific origins remained unclear.

“I can almost promise you that 80% of her leads are coming from one lead source, and she doesn't know what that lead source is.”
— Andrea Jones [35:10]

To address this, Andréa recommended adding a simple question to the client's intake forms: "How did you find me?" This strategy would unlock valuable data about referral sources, allowing the client to focus her marketing efforts on the most effective channels.

Leveraging Inbound Traffic through SEO

Andréa highlighted the importance of understanding and optimizing inbound traffic, particularly through Search Engine Optimization (SEO). She observed that the client's website lacked geographical indicators, which could limit her visibility to local clients.

“When you’re looking at your website traffic, if you are trying to get a certain segment of the people, we want to make sure to explicitly say that on the website...”
— Andrea Jones [45:55]

By integrating location-specific keywords and creating targeted blog content, the client could enhance her SEO, making it easier for potential clients to discover her services organically.

Bridging the Curiosity Gap with Lead Magnets

To convert website traffic into leads, Andréa introduced the concept of the "curiosity gap"—the space between a visitor's interest and their decision to engage. For the client, who preferred audio content over video, Andréa suggested creating a voice-based lead magnet using tools like Hello, Audio. This approach aligned with the client's strengths and offered a more intimate and accessible way for potential clients to connect.

“I suggested for her to create a voice-based lead magnet using one of my favorite tools, Hello, Audio... we want this lead magnet to bridge that curiosity gap.”
— Andrea Jones [55:20]

These short, engaging audio episodes served as a bridge, encouraging website visitors to join the client's email list and stay engaged until they were ready to commit to a service.

Concluding Insights and Future Strategies

Andréa concluded the episode by reiterating that the strategies discussed constitute the foundational "backend" of the client's marketing funnel. These initial steps set the stage for more advanced attraction strategies, which would further drive traffic and expand the client's reach.

“This is groundwork for stuff that she already has happening. But in order to build up her practice... she will need more attention. And this is where my attraction strategies will come into play...”
— Andrea Jones [60:10]

She also encouraged listeners to consider personalized support through one-on-one coaching or joining her membership group, "the lab," where they can receive tailored advice and feedback on their marketing efforts.

Key Takeaways

1. Internal Marketing: Prioritize remarketing to existing clients before seeking new ones.
2. Email Marketing: Develop a structured email cadence for both current and potential clients.
3. Lead Source Tracking: Implement simple tracking methods to identify and focus on the most effective referral channels.
4. SEO Optimization: Enhance website SEO with specific keywords and location indicators to attract targeted inbound traffic.
5. Lead Magnets: Use preferred formats (e.g., audio) to create engaging lead magnets that convert curious visitors into leads.

Notable Quotes

• “Maximize your time, get the most efforts out of your marketing strategy, and I promise you, it's probably not focusing 100% on social media.”
  — Andrea Jones [02:15]

• “If they don't know, they can't say yes.”
  — Andrea Jones [17:40]

• “Who referred you? It's that simple.”
  — Andrea Jones [30:05]

• “SEO is not dying. It's just changing because of AI and artificial intelligence.”
  — Andrea Jones [50:30]

---

This episode serves as a comprehensive guide for marketers operating under time constraints, offering actionable strategies that extend beyond social media to build a robust, efficient marketing framework. Whether you're a side hustler, a coach, or managing a growing business, Andréa Jones provides invaluable insights to help you maximize your marketing efforts without overwhelming your schedule.

Transcript

[Andrea]

If you ever have that moment where you're comparing the time that you have to do your marketing and the amount of things you need to do in your marketing, and you're going, this doesn't match up. I gotta change something. This episode is for you because I'm going to talk about how to maximize your time, get the most efforts out of your marketing strategy, and I promise you, it's probably not focusing 100% on social media. Okay, I'm excited about this episode of the Mindful Marketing Podcast. But first, a word from our sponsor. Riverside is the all in one podcast recording and editing tool that I use for this right here show. I use it to edit not only the audio in the video, it is like Chef's Kiss magical. Making the entire process so, so easy. Plus, I love their Magic AI clips. Their little AI robot in the background pulls out the most impactful moments of the episodes without me having to comb through and do it myself. Resizes them for social media. So those vertical videos you see on TikTok and Reels, those all come from Magic AI inside of Riverside. It's literally one click. It spits out 10 clips. I picked the best one and away I go. Saves me so much time. If you want to get on the Riverside train, check it out today, the links in the show notes, and make sure to use my code DREA D R E A at checkout to get 15% off your membership. All right. This episode is actually inspired by a recent coaching call that I had with a client. So for context, um, if you want a one on one call with me, you absolutely can book one on my website or if you're in one of my memberships. I often have one on one calls with members. And this was one of my new members who came to me with the problem of am I focusing on the right thing? She said, I only have two hours a week, Andrea. This is my side hustle, and I still have to serve my coaching clients. Help, please. Um, and she said. We started off the call with her going, I think I need help with Instagram. And you'll see by the end where we ended up. And I think a lot of us are in this spot. Uh, my favorite people to work with have time constraints and time limits when it comes to marketing. Because if you had all the time in the world and all the money in the world, like, sure, I was gonna say something crude. Go all out. Go all out and do all of the things. Because, yeah, you could do all of the things. But a lot of us, we have, you know, I have young children. Maybe you have a chronic illness, maybe you have aging parents. Maybe this is a side hustle for you. Maybe you're going back to school. Maybe you just have low energy. Maybe you have some ment health challenges. Like there's so many. Life is lifing things that happen where we go. Yeah. I mean in an ideal world we'd wake up, record 10 videos and spend all day on social media. But this isn't the ideal world. We're in reality here and reality is limiting us based on our circumstances. So with that in mind, I'm going to share the advice I gave to her. But I want you to think about how this applies to you specifically. So the first thing that I asked her is after we got through like the background of her business and all that, I was asking about her existing clients. And I think this is a huge opportunity for a lot of us when we think about, okay, we've booked a couple of people now what Remarket to your existing clients. I call this internal marketing. I think we skip this step a lot because a lot of folk marketers focus on like getting new clients, getting new clients, getting new clients. But in this particular case, she is a coach. I'm not going to give too many details about her specific industry, but she has courses and she runs in person workshops and she has like a big kind of like a retreat style event that she hosts a couple times a year. And most of her people go to her stuff time and time again and she's not marketing to them. She has a client list and she doesn't even email her clients out. When she was, she's, you know, planning and hosting her next event, she was focused on posting those on Facebook and hoping Facebook would deliver them to her clients. So the easiest like way to scoop up that money that's left on the table for her was to create an email list. She used wix. Okay, so use the tool that you're using. She had all her client lists in wix. Let's email them out every time you have a new event and just say, hey, we have a new event. Here's the link to sign up or respond to this email and we'll sign you up or give me a call and we'll get you signed up. It doesn't have to be complicated. All you have to do is keep in touch with your current clients and customers. And even if you don't want to go the route of having an actual email list, you can still email and call them one by One? Yeah. Is it old school? Sure. But these people have already purchased from you. Hopefully you've had an amazing experience and they're probably willing to go the road with you again. So the easiest way, in my opinion, to generate new business is to look back at your current business and think, how can I remarket to my existing customers? Sometimes that's sharing existing products. So upsell down, sell, cross sell. Sometimes it's sharing new products, so new events, new offers, things like that. Either way, we want to let them know that what is available. I promise you this isn't pushy. It's just asking and inviting and letting them know. If they don't know, they can't say yes. Okay. And I can't. I hate the feeling. I hate the feeling of someone going, man, I shared it a couple times on social media. Nobody's bought. And then you ask people and they're like, oh, I missed it. Like that feeling of like, I didn't, I didn't see you doing this thing. Oh, I didn't see you're hosting this workshop. I never saw you launch this new book or this new product. That is the worst feeling. So get. Put your little nudges out there in the world. If you're busy, they're busy. Okay. We need the constant reminders. All right, so that's the first piece of advice I gave to this client. Second piece is email marketing. I know she wants to focus on social media. I see that for her. But since we're already creating a strategy, like first step, phase one, strategy to email existing clients. The second step was to email potential clients. So what was happening is people would book these, like, free consultation calls on her website, and they were, she's not contacting them again. If they purchase, then great, they purchase the thing. But if they didn't, she wasn't following up with them at all. And so to me, the next step for her was to create a cadence of emailing those potential clients, reminding them of what they signed up for, and giving them a little nudge if they're ready to take the next step for her. We talked about either every other week or monthly. I think monthly would work best to just be like, hey, you indicated interest in this in the past. Would you like to move forward? Or maybe even, you know, hey, this is a new workshop that I have. You know, I know you're interested in this product, but maybe this one would be helpful for you. Okay, again, again, this is using what she already has. She has a list of these leads that, you know, maybe for some reason, never booked the first time. Why not create a system to email them again? So with her two hours a week, what she's focusing on right now is emailing her current client customers and her potential client customers. Can you already see how she's scooping up the leads and the potential sales off the table just by making those two changes? And we're not getting complicated with tools. We're going exactly where she is. She's using wix, and WIX has, like, internal email, email marketing. Okay. Don't try to make it complicated and don't start from scratch every time. Okay? Okay. Third tip is really just a tracking tip because I asked her where her leads are coming from in our call, and she said most of her leads are referrals. Okay. And then I asked her why she thinks she needs to focus on social. Because, you know, she knows her business. I don't know. I'm just coming into it for the first time. And she just figured that people would, you know, find her on social and then book the call with her. But she had no idea. She said referrals, but she had no idea even where referrals were coming from specifically. And there were specific community groups that could be leading to referrals, right? Like specific. I'm trying not to give too much about her business, but there are specific community groups that could lead to referrals. But she had no idea. Okay? So the third thing that I recommended her to do is on her intake form for her leads, when people book a call with her, they put their name, their email address, their problem, they book the call, add a question there to say who referred you. It's that simple. Right? Who referred you? Because I guarantee you, I can almost promise you that 80% of her leads are coming from one lead source, and she doesn't know what that lead source is. And so she's going to be spending all of her time on all of them instead of focusing in 80% of her time, where 80% of her leads are coming from. Okay? So I want to ask you, do you know where your leads are coming from? If you say word of mouth, don't let me fight you. Word of mouth from who? From where? Okay. There's probably a source that you're not referencing or that you're not tracking, that you don't even know if there's like, a specific group where people are coming from. So in your free discovery call, your sales call, your consultation call, your intake form, add a question. How did you find me? Word of mouth, referral specific community, social media. You know, I heard you on a podcast, like, we want people to know this because it'd be very helpful for you. Once you start to see the patterns, then you can recognize and nurture the spaces where those leads are coming from. And then you can market directly to those specific groups. Okay. Maybe even do some collaborations. Like, there's so many things you can do for those specific groups. Okay. Oh my gosh, I'm getting so excited about this. Okay, so we talked about remarketing to existing con clients, we talked about marketing to cold leads or warm leads, and then we talk about tracking where the leads are coming from. Now I want to talk about this inbound traffic. So she said that she was getting a lot of traffic to her website, but she didn't know where it was coming from. She just assumed it was from referrals. And so I think a big piece of making sure that you understand where your website traffic is coming from is to start looking at those SEO moments. So in particular with her business, there's specific designations and titles that people have, and I bet you, especially since a lot of her business was local, that she's really focusing in on that local business. But when I look at her website, I didn't get a hint that she was local. I didn't see any cities, states, counties, any of that. Right. And so when you're looking at your website traffic, if you are trying to get a certain segment of the of people, we want to make sure to explicitly say that on the website for her specifically as well. She had categories and groups of people that she wanted to market to, but she didn't want to alienate everyone. And so the Strad long term strategy, I'm talking like phase three, phase four of her two hours a week after she's implemented everything else, was to start writing blog posts on her website, specifically saying this versus this or this style of coaching in this area. Okay. And so we're getting specific about who she wants to work with and creating content that's optimized for search so that we can help people find us. And I know, I know people are like, SEO is dying. It's not. It's just changing because of AI and artificial intelligence. They all have search components and we need to still educate the search components on how to categorize us. Okay. All right. So that was takeaway four for her. The last takeaway that I had in this conversation with her was getting more people onto her email list. And so this one is a little bit more complicated. But When I think about how she is getting all this traffic to her website, people are booking calls, she has no idea where they're coming from. But I saw a huge gap in the people who are landing on her website and the people booking her call. Okay, so there's this curiosity gap. You know, someone's like, I may need this service, but I don't really know. And the nature of our industry is they're actually not very active on social media. There are certain groups that just will never like and comment. They won't engage at all. And so even you could be doing all the best strategies on social media. They're just the type of group that's never going to be like super chatty in the comments. Right? That was her group. And so yes, she can still post to social media, but ultimately she wants to get them into more intimate space, which for her would be email marketing. Okay. Now in my audit of her stuff, she has this YouTube channel where she just like posts these audios that were kind of like motivational. Her voice is so soothing. Honestly, it was great. And she happy to do more audio. She's like, never in a million years will she do video, but she'll do audio. And so what I suggested for her to kind of bridge that curiosity gap was to create a voice based lead magnet using one of my favorite tools. Hello, audio. I'm going to put the, the link in the description for them. It's how I create my private podcast. Okay. I love it, I love it. And I think it worked really well for her group. The intimacy in the way that she like delivers her programs and her workshops. Her people are busy. They can consume it on the go short, three to five episodes, 10 minutes long. And if someone lands on the website and they go, hmm, I'm curious about this, but I'm not sure if it's for me. We want this lead magnet to bridge that curiosity gap. And yes, have them put into her email marketing tool so she can continue to market to them over time for when they're ready to take that next step. Okay, so what I will say to you all that I didn't say onto the call with her because this was a lot of work we did in an hour, is that this is just the beginning for her. Okay, she needs to start with remarketing to her client list. Then she needs to start marketing to her potential clients. She needs to start tracking where her referrals are coming in and her website traffic is coming in and then capitalize on her current traffic coming in. This is all groundwork for stuff that she already has happening. But in order to build up her practice where she can add on more coaches and kind of expand her work, she will need more attention. And this is where my attraction strategies will come into play for her, which will have more information about how to leverage attraction strategies once she starts implementing this kind of initial phase of the process. But I do want to mention that because I don't want you to think that this is everything she needs to do. This really takes care of the back end of her funnel, and now we need to drive in more people into her funnel. You'll also note in this strategy, I don't really have a lot of supporting content. There's a signature content style with her email marketing. There's some supporting content with blogging potentially, but there's not really a lot of supporting content. So I would likely layer that strategy in based on her preferences and based on her community needs. Okay, I hope this episode was helpful for you. It's a little bit different than the ones that I do, but I wanted to give you insight onto what it's like to work with me one on one. And if you don't want to work with me one on one, you could also join me in the lab. I do the same thing for my members in the lab. Y'all have unlimited support for me with your comments, your questions. We had someone the other day just say, hey, Andrea, can you look at my LinkedIn profile? I'm doing this event and I want it to reflect it. And so I gave them a whole breakdown of like, here's all the things you could change. You can think about this. Have you thought about that? Just by them showing up and asking a question. So if that's the level of support that you want, my brain on your work, come on in and join us in the lab. The water is fine. I would love to see you there. I'll be back at you next week with a new episode, so stay tuned for that. I'll see you then. Bye for now.