377 Funnels, Personal Brands & ChatGPT Marketing!
The Fundamentals of Building a Marketing Funnel
Guest Feature on Amy Sussex’s Podcast “You are YOUR Business”
In this episode, Kelsey breaks down the fundamentals of building a marketing funnel that converts.
She shares practical strategies for consistent content creation, explores the evolving role of AI in search, and explains how small businesses owners can effectively allocate time to marketing. Kelsey also dives into navigating the balance between personal branding and separating your business identity from your personal self.
Lastly, she discusses the power of in-person networking and masterminds to grow your business in a digital world.
You’ll also hear about:
Mastering your marketing Funnels
The importance of consistent content creation and 90-day marketing plans
How AI *like ChatGPT) is reshaping SEO
Time management tips for solo entrepreneurs to dedicate to marketing
The value of in-person events and mastermind for business growth
How connection and community fuel referrals and opportunities
Whether you’re a solo entrepreneur or scaling your marketing efforts, this episode provides valuable takeaways to help you stay visible, connect authentically and nurture your ideal clients.
Timestamps
[05:10] How to create a clear marketing funnel
[11:30] How AI are changing search engine marketing
[15:00] The power of clear messaging and focusing your marketing niche
[22:00] Balancing personal brand with business identity
[30:10] The time commitment solo entrepreneurs should allocate to their marketing
[35:10] The importance of 90-day marketing plans
[47:40] The value of local connections and referrals in business growth
To connect with Amy:
To connect with Kelsey:
Access the transcript for this episode:
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Kelsey Rydle [00:00:00]:
You're listening to the Visionary Life Podcast. I'm your host, Kelsey Rydle. Each week I'll bring you conversations with.
Amy Sussex [00:00:06]:
The most visionary humans on this earth in hopes that you'll be able to.
Kelsey Rydle [00:00:11]:
Absorb their wisdom, avoid their failures, and feel less alone on the roller coaster ride that is entrepreneurship.
Amy Sussex [00:00:18]:
This season, I'll be chatting with creative.
Kelsey Rydle [00:00:20]:
Thinkers, masterful marketers, brick and mortar shop.
Amy Sussex [00:00:23]:
Owners, brand builders, and people just like.
Kelsey Rydle [00:00:26]:
You who have a story to share or a vision that inspires. If I can share one quick secret with you before we get into the episode, it's that we all have a little bit of visionary inside of us. You know, that spark that nudges us to pursue our full potential in this lifetime. But perhaps somewhere along the line, it got covered up.
Amy Sussex [00:00:46]:
I'm here to tell you that it's.
Kelsey Rydle [00:00:47]:
Never too late to explore that inner voice and access the brilliance deep down inside of you.
Amy Sussex [00:00:52]:
It's in you.
Kelsey Rydle [00:00:53]:
It's in all of us. Let's dive in.
Amy Sussex [00:00:57]:
Hey visionaries.
Kelsey Rydle [00:00:58]:
Welcome back to the show. I'm so excited to be sharing another episode that I was featured on and that is the you are your business podcast hosted by Amy Sussex.
Amy Sussex [00:01:09]:
So this is a fun one because.
Kelsey Rydle [00:01:10]:
This episode originally aired on her channel. She interviewed me and she is just such a natural conversationalist. We had a really, really fun conversation around how I think about marketing some of my key action items.
Amy Sussex [00:01:23]:
For those of you who are trying.
Kelsey Rydle [00:01:24]:
To get get better at marketing, think about it strategically and ultimately grow your business. So I think this is a really good one. If you're curious of more of how I think and normally I feature other.
Amy Sussex [00:01:33]:
People on this show, so this is.
Kelsey Rydle [00:01:35]:
Kind of a fun one where the roles are reversed.
Amy Sussex [00:01:38]:
So a little bit about the you.
Kelsey Rydle [00:01:39]:
Are your business podcast. It's a space for female entrepreneurs who are roller navigating the roller coaster ride. That is a hard one to say.
Amy Sussex [00:01:48]:
So she really dives into a lot.
Kelsey Rydle [00:01:50]:
Of the marketing and sales techniques, but also talking to mama entrepreneurs who are.
Amy Sussex [00:01:55]:
Balancing it all, talking to people who.
Kelsey Rydle [00:01:57]:
Are redefining their money mindset, people who are talking about building a business while working corporate. So there's all sorts of stories on here and ultimately Amy's mission is to remind you that you're not alone. And man, is that good to know. And the original reason why I met Amy is because we attended a networking event, a network networking brunch back in January and she was just such a delight. We actually got sat beside each other. And I always believe that there's like Serendipitous reasons why people are placed beside one another. I don't know, call me a little.
Amy Sussex [00:02:32]:
Bit woo woo, but I really think.
Kelsey Rydle [00:02:34]:
That there's so much to be had for just like being present, being where.
Amy Sussex [00:02:39]:
You are and looking around you and.
Kelsey Rydle [00:02:41]:
Going, life is happening for me. Life is not happening to me, it's happening for me. And so every situation that I find myself in, or say yes to, or feel drawn towards, it's probably for me. And even when it doesn't pan out.
Amy Sussex [00:02:56]:
Perfectly, you guys, because there's going to.
Kelsey Rydle [00:02:58]:
Be challenge and there's going to be hiccups and you're going to experience misfortunes in life. You have, I have. We all will continue to. But I think that there's always, you know, some sort of lesson learning or just opportunity within our life story as it unfolds. And, you know, some people might call.
Amy Sussex [00:03:19]:
That toxic positivity, but I just call.
Kelsey Rydle [00:03:21]:
It my mentality for navigating life. Life is hard enough, so why not draw the joy and little moments from it? And that even reminds me, I was just chatting with a client and he is launching a business in the sex and intimacy space and he was kind.
Amy Sussex [00:03:36]:
Of saying like, oh, with the rise.
Kelsey Rydle [00:03:38]:
Of AI and how are things going to change? And you know, nobody really celebrates you when you're starting a business in the early stages and kind of reminded him, we have to look for those micro wins at every turn. We have to look for people to have conversations with, to do idea jams with, brainstorming and to really start just like being open to the possibilities of life. Because yes, AI might shift the services that we all offer, but it can never take away the opportunity for us to pivot and to look at where there is demand and to shift and, and find product market fit at any moment.
Amy Sussex [00:04:14]:
So if you are someone who's like.
Kelsey Rydle [00:04:15]:
Oh my gosh, is AI going to take over my job? Just keep learning, just keep evolving, just keep listening to what your community wants and you will never fall irrelevant. So anyways, that's my little chit chat for the day. Without further ado, let's get into my interview on the you are your Business podcast with Amy Sussex. I would highly suggest going to subscribe to Amy's podcast, rate it, review it, if you feel so inclined. She is amazing. She also offers lots of services for those of you who need operational support. And yeah, she's just such a bright light to be around. So thank you, Amy, for having me and I hope you guys enjoy the episode.
Amy Sussex [00:04:57]:
Welcome to you are your Business podcast. A podcast to chat about you, your life, your business, and everything in between. I am your host, Amy Sussex, and I started my entrepreneurial journey six years ago creating a holistic wellness business. And I run a business along with that called the Business Management Company. I'm an executive business manager who works behind the scenes with small businesses, helping you to shift your mindset around your business, get organized, get your business working for you, instead of your business running you. In this podcast, I'm here to remind you that you didn't start a business to be stressed out 24 7. I'm here to provide you with tips, tricks, techniques to support you along your journey. I love connecting with other entrepreneurs and so I have guests on to share their journey, learn more, and inspire you to continue following along with your passion.
Amy Sussex [00:05:47]:
You are the most important thing in your business and I'm here to support you through. Hello everyone, and welcome back to youo are youe Business Podcast. And I'm very excited today to be chatting with Kelsey Rydle, who is a professional marketing consultant, a small business coach, a passionate podcast, host of seven years, a college teacher and a dynamic speaker, she spent nearly 15 years studying the ever changing world of marketing through various lens and job titles and is known for her expertise in content marketing, SEO and experiential campaigns, and event activations. Oh, my goodness. Kelsey, I'm so excited to have you here. Welcome to the podcast.
Amy Sussex [00:06:22]:
Oh, thanks, Amy. I loved getting to know you back in January. We were at a networking brunch together and we clicked right away. So it's such a joy to be on the mic with you, recording and catching up.
Amy Sussex [00:06:34]:
Yes, absolutely. So for our listeners, why don't you share a little bit? You know, so you have had this marketing journey that you've been on, but it was in corporate. So what led you to go from, like the corporate into the entrepreneurial world?
Amy Sussex [00:06:46]:
That's a good question. I mean, I would say at the very most basic answer that I could give. It's just that I never felt like I could be myself in a corporate role. Like, I would walk into the office, I felt like I was wearing clothes I didn't want to wear. I would have managers where I would share, like, what I thought were my best marketing ideas, and they'd say, oh, we don't have the budget for that, or, oh, maybe next year, or, oh, let's shelf that idea and we'll talk about it in our next meeting. And that next meeting never came. And I always just felt like I didn't quite fit. So I would go into the office.
Amy Sussex [00:07:23]:
But I always knew this is not my dream. Like I want to be building something for myself. I want to take the ideas that I have and not run them by somebody. I just want to get to work, get my hands dirty and test this out. Like I, I guess I've always been a bit of a rebel too. I don't like asking for permission. I don't want somebody to tell me what I can and can't do. I just want to like get out there and do it.
Amy Sussex [00:07:52]:
And so I always had that entrepreneurial spirit within me. But after going through really two different marketing roles where I was let go unexpectedly. The first time with one of Canada's top grocery stores, I was working for them and our project got canceled unexpectedly. Entire team was let go. So back to the job search. Then I got my dream job working for a health food company and I was doing experiential marketing across Ontario. And then the company got sold for 500 million to a larger US based company. Got a phone call, entire team was being let go.
Amy Sussex [00:08:35]:
So found another job again working for another health food company. Loved it. It was awesome. But again, that's where I really just felt that misalignment. And I also, given the experiences that I just shared, I knew that I didn't want to depend on somebody else for a paycheck when at the drop of a hat they could say, oh, we've changed our business objectives and now we are moving these dollars to a different team member and then you're out of a job. So I think also having control of my financial future was a huge piece of this. So eight years ago, left my cushy corporate job and decided to go freelance. I said if people, if my company is going to pay me to do social media, email marketing, website building, all the things, can I just do that for businesses on my own? And so I quit and I did and I started hustling my way into entrepreneurship.
Amy Sussex [00:09:34]:
That's amazing. And you know, it's always in those hardships that like we have those realizations of like, okay, I can take this matter into my own hands now and have control of my life and not let somebody else dictate my worth. Because it sounds like you were trying to, you know, give all these ideas and they kept getting shut down and then it's just easily like being let go. So yeah, it's unfortunate those things happen, but so fortunate because it's brought you into how you are now and where you are now. So Is there a specific, like, market that you work with? You know, you have. It sounds like a lot of experience with like the health and wellness and I think you do some teaching also with like a health studio. So, like, can you share maybe a bit about more with that too?
Amy Sussex [00:10:15]:
Absolutely, yeah. So generally, clients that come to work with me, they are small business owners, oftentimes solo entrepreneurs. So maybe they are a naturopathic doctor and they're really good at what they do, but they don't really have a lot of time for the marketing or to make sure that they're getting new patients through the door, that they're building a brand where one day they could sell online courses and not just practice in their small town in a physical location. So clients like that would come to me. I also have clients who are starting a business for, for example, they could be a book publishing company and they're just one person who decided to take a leap, go out on their own, and they're getting clients, but they're looking to ensure that they have enough touch points around the Internet that they have a marketing plan or marketing strategy and so that they can continue to grow their business, get new clients through the door, and never have a month where they're like, oh my gosh, I have nobody in my pipeline. And then they ask themselves, well, what have I done to be marketing? And they're like, oh, nothing. I posted on Instagram once or twice. I have a very lax blog strategy.
Amy Sussex [00:11:32]:
Maybe I blog once. I sent out an email, but it had like 30 buttons on it, 30 calls to action. I don't think anyone clicked it. So when they come to me, they're like, okay, so things are going okay, but there's no strategy when it comes to marketing, visibility and growth. And so they'll come to me because they need somebody to look at it with an external eye and say, here's what we need to be doing to ensure that not only are you getting maintenance clients through the door, so whether that's 3amonth or 10amonth or 20amonth, but that you're going to keep growing and to achieve those growth goals that you have for the year. So looking for new ways to get brand awareness, new ways to get visibility on their products and services. So it all boils down to marketing and figuring out a strategy that's going to work well for them and their unique business.
Amy Sussex [00:12:27]:
That's wonderful. And so when it comes to the marketing side of things as well, that's probably, I find, like the first thing to go a Lot for people too. They get busy doing like the day to day stuff. And sometimes they're forgetting like you're saying they're only posting like once or twice or sending that email or not sending the email. So for someone who's kind of in that position, what is something you would say? Like, where do you start? What's a good way for. To build that consistency?
Amy Sussex [00:12:52]:
Yes, I absolutely. Such a good question. So I usually recommend drawing what would be a visual of a funnel where it's wider at the top and then narrow at the bottom. And so you're going to draw three boxes along the top line. Two boxes in the middle, one box at the bottom. At the bottom, I want you to write the one thing that you're trying to sell right now. So, Amy, maybe for you it's, you're selling this one VIP package where you basically do a business owner's operations for them. It includes four hours a week, two monthly meetings, reporting.
Amy Sussex [00:13:26]:
So that's the one thing. And you sell it for $2,000 a month. Then you're going to go to the very top buckets. So you've got three different squares drawn across the top. That's your top of funnel. That's how you're going to get visible to your dream clients. So you might write social media in one of those boxes. So you're saying, okay, we're going to use Instagram and Facebook or Instagram or LinkedIn.
Amy Sussex [00:13:52]:
Choose one form of social media, but that's just one of the boxes. Another way you're going to get visible is to go speak on people's podcasts. So you're going to do a little podcast tour. So you're going to write that in your second box. Then maybe in the third box you're going to do a free monthly masterclass. Three mistakes that all small business owners make when it comes to their operations. Okay, so now you've got three strategies that are going to help you get visible. You're also going to have to jot down what is the strategy, how often am I doing it? And you have to follow through, right? If you say post five times a week, this is your strategy.
Amy Sussex [00:14:34]:
Like imagine there's a manager that comes to you at the end of each week and is like, amy, did you post five times this week? If you say no, you're fired. You no longer have a business. So like, this is like very serious stuff, right? So you kind of write down the plan, then you're going to jot down for each of those. How does this lead To a client actually coming further into my funnel, further into my world, getting to know me. So maybe from the masterclass they are going to book a free discovery call with you. So that's going to be in one of those middle two boxes that you offer free consultation calls. And every time you are getting visible you're like, hey Kelsey, sounds like you have some challenges. Do you want to just get on a quick 20 minute chat or at the end of your masterclass, hey guys, this has been so much fun.
Amy Sussex [00:15:27]:
If you want to fill out this quick form, I'll actually do a free audit for you on a free 20 minute call. So you're getting them to come a little closer to your world, which then you can picture brings them a little closer to that bottom bucket where at the end of that call you say, you know what, no pressure, but it sounds like your business back end is a mess. Why don't we start with this $2,000 a month package. We can get you from here to here. It's going to take the pressure off of you, you will not be stressed and all of a sudden you have yourself a marketing funnel. So that's how I work with clients in the most simple form.
Amy Sussex [00:16:06]:
Yeah, and I think that's such a good point because you talk about like the three points and really at the end of the day, if you're not doing this top part, you really don't have a business. So like how do you expect to kind of like support and nurture everyone else if you're not even doing the basic part? And I think we, a lot of service based businesses you probably find too are so focused on serving the client and really wanting to get the results for the client, they're missing the key piece of like attracting more clients to themselves too.
Amy Sussex [00:16:34]:
Yeah, it's such a dance, right? Like when I meet with clients, I have so much empathy because usually we are so gifted at the thing that we do, whether it's coaching, whether it's providing natural health services, whether it is, you know, whatever you do as a profession. But it's a whole other side of your brain to actually think about the business and the growth and to remove yourself from the day to day operations and say, okay, how can I streamline things? How can I really look at how to be more efficient and to optimize? Like those are two separate skills. Yes, ideally it's two separate roles, but for a small business owner, they're wearing all the hats. So sometimes it's helpful to ask for help or hire help as it Comes to more of like the business, the operations, the marketing and the sales.
Amy Sussex [00:17:26]:
Yeah, absolutely. So, you know, you talked about blogging and stuff like that, and I know I've seen, like, different opinions around people. Like, marketing shifted so much. So, like, is blogging still a thing? You know, like in five years is still going to be a thing. Like, not even just blogging, but like, you know, the trends that happen with marketing too. What are kind of some of your thoughts on that?
Amy Sussex [00:17:46]:
Yeah, so I love this question. So to specifically kind of talk about blogging, it is very much still important. So when we think about the role of search engines, a search engine that we would log into, like Google, we go and we look for solutions to our problems. So we're like, I need a plumber in Toronto, Ontario, or who is the best hairstylist in this town that does blonde highlights or something like that.
Amy Sussex [00:18:21]:
Yeah.
Amy Sussex [00:18:22]:
So previously, up before 2024, I would say we were only using Google, Bing, Yahoo. So we're going to a search engine and what it's doing is it's looking at mostly websites and trying to ask a website, like, are you the best one to show when somebody says, I need a plumber in Toronto. So. So it would scour your website. Do you have the words plumber and Toronto, do you have good reviews? What type of services do you offer as a plumber? Like, are you doing, you know, bathrooms, whatever?
Amy Sussex [00:18:57]:
Yeah.
Amy Sussex [00:18:57]:
Today things have changed. So with the introduction of artificial intelligence, AI search engines, let's just say ChatGPT, because that's the one everyone's talking about.
Amy Sussex [00:19:07]:
Yeah.
Amy Sussex [00:19:08]:
Now people open ChatGPT and they ask questions, but when we go to chat GPT, we're kind of like asking more meticulous questions. It's like, okay, what is a marketing plan? And then it gives us an answer, and then it says, well, who can help me do this? We type in and it gives some answers. Well, which of those previous answers has the most reviews? And then it gives some answers, well, what are her prices? So now there's all these different layers of search. So search engines are not dead. It's just that our behavior is changing. So we're still going to Google and other search engines for specific requests. But now sometimes we're using AI search engines to ask deeper questions and to source information that's not based on keywords on a website. So the cool thing about ChatGPT and other search engines, it pulls from your LinkedIn, your Instagram, your TikTok blogs, forums that you've been mentioned on your podcast.
Amy Sussex [00:20:07]:
Show notes. So the good news for people who are creating across all platforms and if they're blogging still, you're going to start showing up in ChatGPT. So, yeah, there's like a whole, a whole other kind of pillar of suggestions that I would have there. But at the very basic, if you want to show up on ChatGPT, just make sure that you're creating on one specific topic and have as many touch points and distribute that content all around the Internet. And ChatGPT will start showing your business as the solution to a problem.
Amy Sussex [00:20:43]:
Well, and it even goes back to what your offerings are and you being known as like the leader in that offer and being known for that. Right. It's not having that scattered where you help with like everything. So I think that even goes back to like your ideal client and you can help. What's that saying? Like, you can help everyone, but you can't help everyone. Like, there's some saying around that, right?
Amy Sussex [00:21:02]:
Like saying, yeah, it's almost like that expression. It's like you can have it all, but not all at once. Right. A lot of clients. But you have to know, like, who's the specific person?
Amy Sussex [00:21:13]:
Yes, absolutely. And I think, you know, with it sounds like the marketing and the support that you give, it helps you to really like, narrow in and focus on like, what words do you want to be putting out there? What is your marketing message that you're wanting to go through? So you are attracting and becoming known as the one and the expert to help in that field too.
Amy Sussex [00:21:32]:
Absolutely, yeah. Because I think the challenge with a lot of business owners is that they're talking about so many different things. There's no real clarity in their messaging. So if you're talking about, I help people with their relationships and I do life coaching and I'm a burnout consultant for entrepreneurs and I'll help you with your wellness goals. We have no idea what you do. Like, yes, I understand that that could all fun fall under life coaching. However, the Internet is going to be very, very confused as to what your content is truly about. So, yes, you want to get so clear.
Amy Sussex [00:22:14]:
I actually have an intake form that I walk clients through and the first three questions are, how would you describe your business in one word, in two words and in three words.
Kelsey Rydle [00:22:27]:
Right.
Amy Sussex [00:22:27]:
Like, for me, that is so challenging because I feel like everyone wants to write sentences about they want to write so much.
Amy Sussex [00:22:33]:
You have to boil it down like, what is the trigger word? So if someone says marketing, I want them to think about my business for you, it Might be something different. Right, like, yep, one trigger word and we have to get that down. Otherwise it's too tempting to just word vomit on people and to never be known for anything.
Amy Sussex [00:22:55]:
Yes, absolutely. So that sounds like that's kind of one of like the pitfalls. But is there some other kind of common like marketing mistakes or things that you see kind of entrepreneurs doing as well?
Amy Sussex [00:23:07]:
Yeah, I would say. I mean, the biggest thing that I would say is kind of going back to the funnel. It's that people, they're really focused on doing things at the top of the funnel. So they're posting on Instagram, but there is zero methodology on how that leads to a client. Right?
Amy Sussex [00:23:27]:
Yeah.
Amy Sussex [00:23:28]:
So thinking back to that funnel diagram, it's like we do the thing at the top, but if you don't know how that's going to help get you into conversation with someone, to really nurture them, to have them learn about your business and then to eventually sell to them, then you're kind of missing the point of these marketing and visibility strategies. Because we don't just want to like host on TikTok or share a master class or webinar and then just like shut down our laptop and hope and pray that clients understand what we do. We actually have to then bring it into the sales department. Right. Marketing passes leads to sales. So you really have to think like, how does this lead to cash in my pocket?
Kelsey Rydle [00:24:17]:
Hey, visionary. The search engine game is changing fast. I mean, how many times now do you open up ChatGPT where you used to actually just open Google or Bing? AI driven tools like ChatGPT are rewriting the rules of what it is to play the digital marketing game.
Amy Sussex [00:24:35]:
But don't panic.
Kelsey Rydle [00:24:36]:
You just need to pivot ever so slightly if you want to rank your business in ChatGPT. And if I could just interject for a second and go off script, I am getting so many leads these days who are saying to me, I found you on ChatGPT. So here's the deal. You guys know I'm passionate about SEO. Google still matters. But AI is a new layer to this game that you cannot ignore if you want quick wins. I want to teach you exactly how you can do it and I want to simplify it for you.
Amy Sussex [00:25:07]:
What you can do is head over.
Kelsey Rydle [00:25:08]:
To kelseyridle.com chatgpt I have a brand new free free bonus training on how to rank on AI search engines, how to rank on ChatGPT, essentially.
Amy Sussex [00:25:20]:
So I want you to jump in.
Kelsey Rydle [00:25:21]:
And future proof your marketing strategy. Grab this free training KelseyRidle.com Chachi BT.
Amy Sussex [00:25:28]:
Or click the link in the bio.
Kelsey Rydle [00:25:30]:
This Training is only 30 minutes long, and it's going to teach you everything you need to know to get more leads, more clients, and more money into your bank account.
Amy Sussex [00:25:40]:
Then you probably have to revisit that marketing strategy and that marketing funnel.
Amy Sussex [00:25:44]:
Yeah. Okay. Such a good point. So I kind of want to take a little different direction here. One of the questions I always like to ask too. So you know Kelsey the business. How do you separate that from, like, Kelsey the person you know? Because I know a lot of times. Great.
Amy Sussex [00:25:59]:
What's really happening right now is people are building personal brands, right? Because that's such an important. Because people want to know the person behind the business and then make that investment. Right. So how do you kind of make that differentiating point between you, the business owner, and you like the actual person too?
Amy Sussex [00:26:18]:
It's. It's a crazy world out there because I feel like there is a lot of blend between Kelsey the business and Kelsey the person. And what I've noticed over the past eight years is that a lot of my clients, they really connect with me and use some of those connection points as a reason to hire me versus another. Another marketing consultant. So for an example, I've had clients that are like, oh, you know what? I love that you shared about your rescue dog. And I just felt like you and I have a lot in common. Or, oh, you love biking too? Well, we start chatting about mountain biking trails in Ontario, and then all of a sudden they open up to me and they say, by the way, like, my business is suffering this year. Can we just, like, chat about what I can do? So then we chat, and then they end up hiring me or purchasing one of my courses.
Amy Sussex [00:27:16]:
So in that regard, sharing Kelsey the personal brand or just my personal life, it's proven to be helpful. However, there's also the dark side, which is if you identify too much with your business and then you have something negative happen. For example, a client says, you know, this product sucks and it's not for me. And they leave you a bad review if you internalize that personally and don't realize that you are not your business, like, the product wasn't a match. But that doesn't mean that you as a human, are. Are a horrible person and that, like, you should carry that burden. But that can be dangerous, right? Because if you really identify with your business and with the product, anything negative could really drag you down. So it's a fine balance, I think, for each person.
Amy Sussex [00:28:15]:
It's very different how much of themselves they want to bring in. But I try to have boundaries around that. For example too, when I show up to work, whatever's going on outside of my office, it stays there because I want to show up at 110% for clients despite what's going on in my personal life. So that's just that level of professionalism. But again, I haven't cracked the code. I just think it's important to make sure that you notice where you are too blended and could benefit from a boundary.
Amy Sussex [00:28:52]:
Yeah. Thank you so much for sharing that because I think you bring up a really good point about we sometimes internalize that. Right. And so to really have that separation because at the end of the day what you've done, like you might have one person that doesn't like a bad thing. You've got hundreds of other people that have loved and appreciated the work that you've done too. And to really not internalize and make that mean anything because I think once we start to do that, then that's when all the other things come in of like the comparison and the self worth and then you don't end up like putting yourself out there and it's now you're not marketing your business and all the things that can happen from when we do internalize those things.
Amy Sussex [00:29:29]:
Yep, yep. It is definitely one of those, one of those topics that I think now more than ever is being explored because we're still in the early phases of people really building these personal lifestyle brands.
Amy Sussex [00:29:45]:
Yes.
Amy Sussex [00:29:45]:
In order to promote their services. Like.
Amy Sussex [00:29:48]:
Yeah.
Amy Sussex [00:29:49]:
Even from a marketing perspective we see that founder led businesses. So businesses where the founder us is an active participant in the marketing strategy. Instead of me just calling my business visionary digital and pretending there's a whole team and.
Amy Sussex [00:30:07]:
Right.
Amy Sussex [00:30:07]:
Connect with a person. I am the spokesperson and that works much better than, than hiding behind a brand where there's no humanization for most people in those early years. So. Yeah. So it's very delicate.
Amy Sussex [00:30:22]:
Yes. Well and I think it even comes down to like a confidence piece too because sometimes people hide behind like the name as opposed to like stepping into their confidence with it.
Amy Sussex [00:30:31]:
Yes.
Amy Sussex [00:30:32]:
Yes. Okay. So for people, you know, solo entrepreneurs that are wearing all of the hats kind of thing, is there like a specific. You should be spending like two hours a week on marketing or like have some like dedicated time because I know like we kind of talked about earlier, that can be kind of one of the things that gets throws to the side unfortunately. So you know, for our listeners, what's kind of some like, good guidelines around that.
Amy Sussex [00:30:58]:
Yeah. So to put a time frame around it, I always say between two and six hours a week is probably good for the majority of small business owners. However, that comes with a big asterisk because number one, it's like, are you focused during that time? Because if you are totally dialed in, you can write a really good blog post in an hour. You can create three social media captions in an hour. Another hour and you could probably write your newsletter for the week and do 20 cold emails or 20 outreaches on Instagram DMS. And that's four hours right there. However, most people are looking at their phone, they're distracted, their mind is wandering and I get it. Me too.
Amy Sussex [00:31:45]:
They have a thousand tabs open.
Amy Sussex [00:31:46]:
Yeah.
Amy Sussex [00:31:47]:
So then they get to the end of the work week and they're like, well, I didn't do the blog and I didn't post on social media and I didn't follow up with anyone and blah, blah, blah. Right. So.
Amy Sussex [00:31:57]:
Right.
Amy Sussex [00:31:58]:
Wouldn't necessarily make it a time frame, but I would really look at what am I committing to for the next 30 days or the next 90 days. Ideally, if you want to get some data and then say, am I willing to do whatever it takes to build this muscle? So blogging is going to feel hard at first. Holding yourself accountable to doing a webinar on the last Thursday of every month, you're going to want to cancel it because you're going to say, oh, there's only two people signed up, it's not worth it. But then you're letting yourself off the hook and you could be promoting it up until the last minute, getting 30 sign ups. So it's really about committing why am I doing this? What will be the outcome if I stick with this? And then getting the work done, whether it takes two hours or six hours. So but I would say focus over anything. Just try to bend time and get things done in a shorter amount of time if possible.
Amy Sussex [00:33:00]:
That's being more like intentional with the time that you have. It sounds like too. Yeah, definitely. And then it sounds like even too, if you have like specific launches, that's probably going to take a bit more time to put that time and energy into your launch plan for like marketing that as well.
Amy Sussex [00:33:15]:
Absolutely, absolutely. Yeah. Of course there's. So I always see marketing, there's two different buckets. There's kind of the ongoing market, the different areas that we are doing on a weekly or monthly or daily basis. And then there are those special projects like launches, a launch season you're probably going to have to block off social plans. You're going to have to tell your family, look, I'm going to be working over dinner hour for a few nights this week. Those are sometimes seasons of our business where we need to pour a little bit extra because we're doing more to get visible and the results will, will show for it as well.
Amy Sussex [00:33:53]:
Yeah, absolutely. So you mentioned too, around, you know, sticking to kind of like a 90 day plan. So ideally, should people be like every 90 days reassessing? Should it be like once a year reassessing? Because I think sometimes what happens is people are putting their time and energy in marketing and they're not seeing the results right away. So then they're like, I'm throwing it out the window, I'm moving on to the next thing. Right.
Amy Sussex [00:34:14]:
So, yeah, so 90 days is like the minimum, minimum, minimum of showing up consistently to get three months of data. Right. So for an example, I have a client who started on LinkedIn 90 days ago. So back in December when she started, she was probably getting like a hundred impressions on each post. And you can measure these metrics. So at the end of December, we were seeing some numbers. How many comments she got, how many people re shared, how many connections she had on LinkedIn. It was okay.
Amy Sussex [00:34:50]:
She definitely was not feeling motivated to continue. But I was like, hey girl, we gotta keep going with this. Like, 30 days of data is nothing, Nothing, nothing, nothing. And she was comparing herself to people who had been posting on LinkedIn every single day for the last five years.
Amy Sussex [00:35:07]:
Yeah.
Amy Sussex [00:35:07]:
So then we get through January, she elevates her content a little bit because we saw what worked in December and then the post that just definitely didn't work. So in January we're seeing a few hundred impressions on her posts, we're seeing more people comment, which is always a good sign. Her DMS are getting a bit busier, so that's great. Then we look at January and February. Her impressions were in the tens of thousands. So I think February, it was like 10,000 total for the month. February up in like 20 to 30,000 impressions. More than that.
Amy Sussex [00:35:44]:
She was having so many conversations in her DMs, she really knew what content got the most engagement. And she started a LinkedIn group where now she has about 40 people who are in a group chatting about her subject matter expertise every single day. So you can kind of see, just using that story that like, yeah, if you just do 30 days like she did in December, your results are going to be pretty bleak. You don't even know what's going to work. Give it at least 90 days, but ideally, choose three to five marketing efforts at the top of your funnel and do it for a year.
Amy Sussex [00:36:23]:
Yeah, that's a great point. And even probably factoring in, like, the time of year, like December, most people are doing Christmas parties and have, you know, there's external factors that are also, like, affecting, you know, some of the results too, too. But what an amazing story, because if she would have stopped after 30 days, like, I think that's a good point. People stop too soon. They give up too quickly.
Amy Sussex [00:36:45]:
They do. Exactly. So give it the time it deserves. Remember, you are in business for the long haul.
Amy Sussex [00:36:51]:
Yes.
Amy Sussex [00:36:52]:
Five years, 10 years down the line, most of us will still be in business in 20 years. And if we don't quit, imagine the numbers you are going to see. It's going to be insane. The sad part is most people, they want overnight success. And after three months, if things aren't, you know, millionaire status, they just want to burn it all down. But you got to give it time like nobody. Not many businesses, I will say, are overnight successes. Some are, but I don't think we should compare ourselves to that standard.
Amy Sussex [00:37:26]:
Definitely. And, you know, some that may appear to be, you don't know, all the work that's happened behind the scenes to get them to where they are too. So that's such a really good point. Point too. So you have a podcast, the Visionary Life Podcast. So what really inspired you to start this podcast? Because you've had it for seven years, which is, again, amazing and shows, you know, the importance of consistency with that too.
Amy Sussex [00:37:49]:
Yes. Yeah. So, yeah, it's called the Visionary Life Podcast. We interview Canadian entrepreneurs and share their stories, share their tips and tricks, any hurdles they had to overcome that they can share the success secrets for anyone who's coming after them. And I started it because I think I was really looking for connection and I began recording only in person. So I would bike around Toronto, I would get on the streetcar, show up at a business, show up at an office, and I would just put two microphones down and we would just chat and have really authentic, organic conversations. And it was equally as awesome for me as the person producing the show as it was for them who was getting spotlight. Getting the spotlight on them.
Amy Sussex [00:38:42]:
So I guess it was a selfish desire to start. Start the show. I was also a massive consumer of podcasts, so even before I started my business, I would travel around anywhere I was going in between meetings while I was working solo at my desk at My last corporate job, I was just consuming, consuming, consuming podcasts. So then when I started my business, I heard this quote that said, create where you consume. And what the person meant by that was like, if you want to become a creator, one of the easiest ways to do that is to create where you're already consuming a ton of. Yes. Because you understand the nuances of the platform. You don't need to say, hey, can somebody explain what a podcast is? Because I want to start one as a marketing strategy.
Amy Sussex [00:39:37]:
Like, no, no, no, no. So for me, I was binging podcasts. I always thought to myself, well, I could do this. And so I started it as a way to fulfill that desire for connection. And what ended up happening is that it helped me expand my reach, grow my network, find clients, get opportunities that, you know, were unimaginable to me before having the show and to just practice talking. Right?
Amy Sussex [00:40:06]:
Yes.
Amy Sussex [00:40:06]:
Like, I was not trained in communication, no training in media broadcasting, editing, but you just kind of figure it out and you, you fail forward. And it helps you become a better, A better teacher, a better speaker, a better writer, a better creator because you hold yourself accountable to talking once a week.
Amy Sussex [00:40:28]:
Yeah, absolutely. And that's kind of interesting. Why I started mine too is around like, connection and then getting that comfort level of speaking and, you know, marketing myself, but having this connection to talk to other amazing entrepreneurs, and then I felt like I'm now building my network work. So then if someone's like, hey, I'm looking for this, like, oh, I just did this interview with this person. Go check out it with Kelsey. She's got amazing marketing tips and it's a great referral source to give to people as well too.
Amy Sussex [00:40:54]:
I. I found it absolutely is. Yeah. I think there's so many benefits, but at its core, the networking and the connections with other like minded people is just incredible.
Amy Sussex [00:41:07]:
Absolutely. So, and you also had an event. I know we were talking offline before as well too. So you also have hosted in person events, which is amazing. So how. What kind of was, I guess, the inspiration to start those too?
Amy Sussex [00:41:21]:
Yeah. So two years ago, we launched a mastermind. So myself and a co founder, we're both mamas. We both wanted to build a group coaching program. She is a trained mindset coach and a life coach. I'm trained as a marketing professional. But when you blend those together, you really have this magic formula of being able to bring a group together and to crack any challenge and get somebody to a solution. Because sometimes people are like, I just, like, I know I want 10,000 followers on social media, but I can't seem to get there.
Amy Sussex [00:41:55]:
That's usually a mindset issue. Yes, right. It has nothing to do with the strategy. It's more so just like, well, why do you want that? Is there a better way? What is the easiest step you can take to stay the course instead of quitting in this moment? And I never feel like I'm skilled enough to really get into more of, like, the personal challenges around visibility. So myself and my co founder, we launched a mastermind. And it is a group that meets every single Wednesday. All Canadian entrepreneurs, just women. And we started to feel this desire to bring the group in person, in real life.
Amy Sussex [00:42:32]:
And so last year, we rented a space in Puss Lynch Lake, Ontario. We brought 10 women out and we're like, let's just see. Do 10 women want to gather in person? And we're sitting by the water, sipping lattes.
Amy Sussex [00:42:45]:
Oh, amazing.
Amy Sussex [00:42:47]:
Just like incredible connections and breakthroughs and people being like, oh, I have the perfect solution. Call my friend. She can do that for you. Oh, no worries. I'll set up a call with you after. And so we just decided this is what we're craving. This is clearly what the community is craving. And now it's open to anyone.
Amy Sussex [00:43:05]:
So you don't have to be part of our mastermind.
Amy Sussex [00:43:07]:
You.
Amy Sussex [00:43:08]:
It is women entrepreneurs from all over Ontario. Ontario is where we host them and we gather twice a year in March and in October. We bring in guest speakers. We have incredible swag bags. We make sure you meet with small groups that we curate so that you leave with really good connections. And it's like, not icky at all. You can show up, you can be yourself, you can connect with other cool women. Um, and so we decided to keep going with that because it feels like the thing that's going to help you grow your business, that's not like, keep running ads or do these things that disconnect you.
Amy Sussex [00:43:48]:
It's more like the solution's right in front of us and it's getting back into our communities.
Amy Sussex [00:43:53]:
Yes, absolutely. And it's such a good. Again, you know, the marketing side of things is you have the online but also the in person. And I think so many times people are focusing on the in person or in the online aspect, but, like, in person is just as valuable. And the fact that you're getting into a room, you're having to share about your business, like, the clarity that comes from that of like, oh, my gosh, you know what? This actually is what a better word for me to Use or better phrase, giving those elevator pitches about your business. Right? Yep.
Amy Sussex [00:44:23]:
Oh, man, you're right. And like, I just feel like even if you're introverted, that is going to be where your next big breakthrough comes from, is getting out, having to talk to people, really putting yourself in a situation where there's no way you're not going to connect with women. Whereas if you're just posting or blogging, there's a chance nobody sees it for the first 24 hours or 48 hours. And then you feel disconnected and it makes you want to kind of like revert back to your shell. But if you put yourself in a room where it's curated, there's going to be other amazing, generous human beings. Like, you have to talk or ask questions or make one connection. And sometimes that's the growth edge. To remind ourselves that the in person connection is where it's at.
Amy Sussex [00:45:12]:
That never is going to go away, no matter how much the digital world is growing. In fact, we're actually reverting back to supporting people in our geographical location. So 10 years ago, there was this whole glorious growth of, oh, you can just connect with anyone online, hire people around the world. Now we're overwhelmed. Right. We open up our web browser, our Instagram. I could find 9,000 personal trainers that I would love to hire.
Amy Sussex [00:45:41]:
Yes.
Amy Sussex [00:45:42]:
But instead I'm going to think about Mia, who came to the event on Friday, who trains out of the gym down the road, who's part of our mastermind. And now I'm going to refer all of my friends who want a trainer to, to her because she's top of mind. I want to support local business. So we really are returning to more of that grassroots referral type network.
Amy Sussex [00:46:03]:
Absolutely. And even what you said at the beginning, how we met from a brunch and like, you know, from that brunch, I've had so many amazing connections. I've had other people on the podcast, We've had great conversations. So again, the power of in person. And like, I really like your point too, about, you know, you get to know that person so it becomes natural and easy to refer them because you've built that connection and that no, like trust just skyrockets that much more. I feel like too with the in person.
Amy Sussex [00:46:31]:
Yeah. So you know what, that's a great point about the brunch. Like, you and I sat beside each other there, we chatted and we're doing this. And same as you, I can think of three or four other women that I have made meaningful connections, like either gone to their event or, or they've come to mind and it's like that was all from a two hour brunch on a Saturday that we drove in for. But like you and it was maybe.
Amy Sussex [00:46:55]:
Like $70 to go to the, you know, like when you break it down.
Amy Sussex [00:46:57]:
Like when you break it down.
Amy Sussex [00:46:59]:
Yeah.
Amy Sussex [00:46:59]:
Worth it. Worth every minute, worth every penny. So show high vibe women who put that on because, you know, that's what I think that's where true business leaps are made is when you're shoulder to shoulder with other passionate, ambitious individuals like yourself.
Amy Sussex [00:47:18]:
Yes, absolutely. Okay. I feel like we could talk forever. You've shared so much information and it's been such an amazing chatting with you and for our listeners. So for our listeners, you know what is maybe something you're working on? I know you said that you have, you know, your in person event that's coming up in October, but what are maybe some other ways that they can connect with you too?
Amy Sussex [00:47:38]:
Absolutely. So the main ways that I share are on Instagram, I'm at Kelsey Rydle. I share marketing tips, I talk about motherhood, I share my daily adventures. And over on my website, kelseyridle.com that's where you can read blogs about marketing. You can see a lot of client spotlights. I love to raise up our community and so you can kind of see different profiles of all the women in our mastermind, all the people that I've supported with their marketing. So it's really fun to just browse and see the different types of businesses. And if anyone's struggling with social media, content creation, search engine optimization, if you want to show up in ChatGPT but you just have no idea how, reach out to me because I do offer private marketing consulting.
Amy Sussex [00:48:23]:
Amazing. I'll be sure to include all those in the show notes as well too. So thank you so much. Been such a pleasure having you on today. Thank you so much for tuning in to you are your business podcast. My goal is for you to learn, be inspired and take action in your business. If you like this episode, it would mean so much for me for you to share this with your audience or someone else that you feel would benefit from this conversation. Please leave a review as it helps more people to find me.
Amy Sussex [00:48:53]:
Tell us what you think and your biggest takeaways and what you want to hear more of so we can continue to support you with that on your journey. Until next time, Remember, you run your business. Your business doesn't run you foreign.
Kelsey Rydle [00:49:09]:
Thanks for tuning in to this episode of Visionary Life.
Amy Sussex [00:49:12]:
I love bringing you these conversations on a weekly basis. So it would mean so much to me if you could help me out by rating and reviewing the show on.
Kelsey Rydle [00:49:20]:
Either itunes or Spotify. It just takes a second.
Amy Sussex [00:49:24]:
And if you don't want to rate the show, you could also just take.
Kelsey Rydle [00:49:27]:
A screenshot of the episode and share.
Amy Sussex [00:49:29]:
It on your social media platform of Just Choice.
Kelsey Rydle [00:49:32]:
Tagging me at Kelsey Rydal.
Amy Sussex [00:49:34]:
I'll catch you in the next episode.
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