Smart Online Marketing with Kaity Griffin

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

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

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

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

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

'It's ok to set business and personal boundaries. Boundaries have always been a weak spot of mine, because I'm a people pleaser. Being the business owner you will get a lot of people trying to push those boundaries, whether it's client scope creep or wanting you to respond to emails really quickly... More on the course and student side of things, I had to really learn that it's ok to not respond to queries over the weekend. It's not so much other people putting pressure on me it was that I was putting those expectations on myself.' Today's episode is a solo one with me, Kaity, sharing 10 lessons I've learned in 2020, and is our last one for the year. Let's jump in! WHAT I'VE LEARNED IN 2020: •Taking time for yourself •Not making everyone happy •The value of hiring a team member •Social media can be fun •It's ok to set boundaries •Launching the podcast has been fun! •Work with people you enjoy working with And more! I hope you have a lovely summer break and enjoy whatever celebrations you may have, see you in 2021. RESOURCES: •Kaity on Instagram •Kaity Griffin website

"Copy really is the backbone of how your customers experience your brand. From the first touchpoint where they might come across you on social media to when they touch down on your website. And hopefully they'll sign up to your newsletter and buy from you. It needs to be consistent and delivers information to your customer before they know they need it." In today's episode Kaity is joined by Nadine Nethery, founder of CAN DO! Content and the copywriter for women-led brands who want to attract, intrigue and retain their dream customers strategically. As a strategic copywriter and copy mentor Nadine helps women-led brands create a strategic customer journey that ethically attracts, nurtures and celebrates their dream clients so they get the results and the fulfilment they always dreamed of. Over the past few years she's been lucky to work with incredible women across various stages of their business journey driven to strategically generate sales, delight their customers and create a loyal brand following. Let's jump in! WHAT YOU'LL LEARN FROM THIS EPISODE: •Pricing yourself at the start of your business as a service provider •The importance of copywriting •How to develop a brand voice •Difference between copywriting for service and e-comm businesses •How to do customer research •The process of copywriting •Getting consistency across socials & website •Capturing the right clients at the right end of their journey •What pages to focus on when you hire a copywriter for your website •Finding the right copywriter RESOURCES: •CAN DO Website •CAN DO on Instagram •Kaity on Instagram •Kaity Griffin website

"The idea being that it attracted customers because it was beautiful, but it had the benefit of being natural and happened to be better for your skin!" In today's episode Kaity is joined by Joanna Lehndorf, Founder and Creator of LOVESKIN. In her former working life Jo was a Police Officer and Forensic Photographer. After leaving Police she became a Real Estate Photographer in a franchise business, but always wanted to create something that was truly her own. She didn't set out to create a skincare business, but that came after she started experimenting with making her own skincare in around 2013. After a couple of years making it for herself and friends, she decided to launch a website and it grew from there. Let's jump in! WHAT YOU'LL LEARN FROM THIS EPISODE: •Jo's business being born out of discovering how to fix her own skin •How a career plus early motherhood rut encouraged Jo to re-imagine her work •Using the skills you have to just get started knowing it won't be perfect but it works for now •Having a clear idea of your ideal customer and figuring out where to find them •Deciding when and how to outsource and what happens when it goes wrong •How online courses and coaching supported a 540% growth in a year RESOURCES: •LOVESKIN Website •LOVESKIN on Instagram •LOVESKIN on Facebook •Kaity on Instagram •Kaity Griffin website

"When you're a contractor there's that pressure to perform every single day, it's not the same as an employee. So I was doing that, then on my days off I was hoping and praying that the kids would have a long nap so I could get some work done and then we were packing orders at night!" In today's episode Kaity is joined by Steph Pryor, Founder / Owner of MontiiCo. Steph has an IT background - working as a Business analyst in software development companies. After having her second son she didn't want to continue with the commute to Brisbane, and also didn't want to work part time so she decided to start a business. It started with just Steph working while her kids napped and pottering around a little at night. Her husband packed the orders. They now have 2 warehouses and 9 staff on their payroll. Their products are stocked in over 300 stores within Australia and internationally in 17 countries. Let's jump in! WHAT YOU'LL LEARN FROM THIS EPISODE: •How covid has encouraged more shared parenting responsibilities & opened up opportunities •Balancing parenting, a contract role and the start up business phase •Bootstrapping a product based business •Benefit of having a supportive & calm partner •Approaching wholesalers & building relationships with stockists •How the business has expanded to have two warehouses, 9 staff and 300 stockists •Getting support as the business grows •The impact of covid on the supply chain •What's next for Lunch Punch and Monti Co RESOURCES: •MontiiCo Website •MontiiCo on Instagram •Kaity on Instagram •Kaity Griffin website

"Looking at location of students, 57 out of the 87, were in Australia, so that's 65%, 5 were in New Zealand so nearly 6%, 11 in the UK, 12.6%, 3 in Canada, 3.5% and 10 in the US, 11.5%. So overall 65% in Australia and 35% elsewhere. So the location of my students has predominantly been Australia but with a good chuck from overseas which is really great." Today's episode is a solo one with me, Kaity, sharing my a detailed debrief on my most recent course launch, how it compares to previous launches, what I've done differently or improved and the exact breakdown of revenue. I hope you'll find it helpful to peek behind the curtain. Let's jump in! WHAT YOU'LL LEARN FROM THIS EPISODE: •Going through the numbers of my full launch process •My actual revenue & profit numbers •The impacting factors that made my most recent launch so successful •Reasons for doing an early bird pre-sale to a waitlist •The reality of mailing list conversion rates •Using a mini course as a 'sales funnel' •Percentage of students who took up each of the sign up options •Understanding the warm segment •What is 'earnings per lead' •Warm traffic vs cold traffic percentages •Elements I changed / improved upon for this launch •The power of word of mouth referrals & testimonials from previous students RESOURCES: •Kaity on Instagram •Kaity Griffin Website •Course waitlist for 2021

"We find that with the Chinese factories, they actually like you going there because they want to get to know you. And it's also good because then you get to see what they're really all about. From Australia you don't know what the factory is really like. We are quite particular about the conditions of the factory, the working hours and things like that. So we actually flew over and spent two days there, and made sure that the factory we chose had good hours and good conditions." In today's episode Kaity is joined by Jasmine Wong, Co-Founder of For Mae Collective. Jasmine is a Melbourne Mum of three who started For Mae Collective with her sister-in-law, Deirdre. She's always had an entrepreneurial heart, trying to sell little handmade items even as a young kid in school. In her free time (other than the business!), she's usually out hiking and biking with the family and also finding a few sewing projects to get into. Let's jump in! WHAT YOU'LL LEARN FROM THIS EPISODE: •The reason for starting For Mae •Conducting market research after having the idea •Combining the business with other projects •The benefit to visiting your factories in person •The direct impact of Covid-19 on manufacturing •The constant learning process of content creation •The realities of maternity leave and having your own business •Teaching your customers RESOURCES: •For Mae Collective Website •For Mae Collective on Instagram •For Mae Collective on Facebook •Kaity on Instagram •Kaity Griffin Website

"I'd been working in web for a long time and then I slowly moved into UX design, which is about designing interfaces, mobile apps, websites etc... So I guess design has always been in my blood. I've always loved design." In today's episode Kaity is joined by Eleanor Cullen, Founder & Designer at We Might Be Tiny. Eleanor is the founder & designer at We Might Be Tiny - a children's tableware brand from Melbourne, Australia. She is an ex-(UX) user experience designer, turned entrepreneur and designer of a range of beautiful, minimalist, yet practical tableware pieces that are now loved by children in over 40 countries. She started her business almost 5 years ago while on maternity leave with her son, and grew her business as a side-hustle for 3 years. Last year she finally took the plunge and left her corporate gig to work full-time in the business - which has now grown into a 7-figure business. Let's jump in! WHAT YOU'LL LEARN FROM THIS EPISODE: •Setting up a business whilst still working full time •Knowing when to get support •How to approach wholesale and having international distributors •Having a wholesale agent and how that works •What is Third Party Logistics and how does it work •Attending Trade Shows •What is the We Might Be Tiny point of difference •How to deal with copyright issues •How Eleanor runs the business now vs two years ago RESOURCES: •We Might Be Tiny Website (AU) •We Might Be Tiny Website (US) •We Might Be Tiny on Instagram •We Might Be Tiny on Facebook •Kaity on Instagram •Kaity Griffin Website

"It's really important to me to make (my products) practical, but also as beautiful and as present-like as possible. I just remember myself receiving gifts during that time and how much of a boost it gives you. So my packaging, I spent a lot of time making sure it was as beautiful as it could be so this person gets a full experience, from the minute they open it." In today's episode Kaity is joined by Sonia Fahey, a Founder and First Hand Warrior of Love Your Warrior. This is Sonia's story: At the end of the September 2018 school holidays, I had 4, 13 year old boys arriving at 1pm to do a home economics prac in my kitchen with my son & I'd just been told I had Breast Cancer and would need a mastectomy, chemo & radiation. Don't get me wrong, I had all the usual emotions and fears that come with a diagnosis, but decided that the best way to get through the afternoon was by distracting myself. Because of those funny, hilarious boys who made a fabulous mess and heckled each other all afternoon, it was one of the funniest days I've ever had. They'll never know just how much they helped. Fast-forward to the 26th of July, 2019, I walked out of hospital for the last time and 5 days later, launched my online business www.loveyourwarrior.com.au. Yes, I am completely nuts for doing it this way, but, in doing so, it meant that I could trial a wide range of products and refine my own designs to make sure they were relevant and on-point for each stage of a Warrior's experience. I started small and focused on what I knew best, which was that during cancer treatment I craved softness & comfort, and to feel more like myself at a time when nothing was familiar. I'm not a medical expert, but I am an expert on how I felt during that time and I thought, "if I felt this way, there's got to be others too". I mean, I had insider knowledge, for example: it's not possible in summer to put a scarf on your head in a rush and expect it to be straight and the right way around when you answer an unexpected knock at the door (I started chemo during the Christmas holidays with 3 kids at home, so this happened a lot!). Queue my Easy to Wear Headwear. So I designed and manufactured a range of products that would offer comfort and softness to women undergoing cancer treatment. Love Your Warrior offers Arm & Neck Support Pillows, Luxe Seatbelt Pillows, Surgical Drain Bags and Easy to Wear Headwear, all created in stylish fabrics with maximum comfort and softness in mind. I also have a range of beautiful on-point and relevant Gift Boxes for Surgery, Chemo & Radiation. Since launching in August, 2019 we have helped over 650 Warriors including a large order from the Breast Cancer Institute at Westmead Hospital (which was pretty exciting because it told me I was doing something right!). I feel like we're growing everyday, not profitably YET! But introducing a new product to market, albeit an enthusiastic niche market takes time. I'm here to help as many women as I can feel the benefit of Love Your Warrior because I know from personal experience, it makes a very real difference. Behind the scenes we're delving into a way we can support Aboriginal and Torres Strait Islander women with cancer as they have higher rates and poorer outcomes than non-indigenous women and if you ask me, it's hard enough without everything extra they have to deal with. I can't wait to see where our hard work takes us. Let's jump in! WHAT YOU'LL LEARN FROM THIS EPISODE: •The benefit of running multiple businesses before your current business •Creating a business / products that you were craving •The challenges of bringing a new retail product to market & explaining what they do & why they help •The cliff I had to jump off the night I launched my website with a big bald image of my...

"It was a bit of a slow burn in the first 12 months because transitioning from a product based business, where I always feel like I could stand behind the product. Whereas working in a service based business, I was the product and it was a lot more confrontational because it felt like I was selling me." In today's episode Kaity is joined by Sarah Cross, a Product Expansion Business Strategist. Sarah is a Product Growth Strategist and Business Coach that works with creative women in the homewares and lifestyle industry. She helps identify and drive new opportunities and revenue streams that help her clients grow million dollar businesses. In this chat we chat about switching from e-commerce to a service based business, scaling your business, pricing for profitability & the benefits to upsells and bundles in e-commerce. Let's jump in! WHAT YOU'LL LEARN FROM THIS EPISODE: •Sarah's background in hospitality and catering, to e-commerce •The need for diverse income streams in a business •People do business with people •The reasons she sold her e-commerce business •The switch from e-commerce and service based businesses •How to price your products •Benefits of upsells and bundles vs sales and discounts •The keys to scaling and profitability •Using LinkedIn for business growth RESOURCES: •Sarah J Cross Website •Sarah on Instagram •Sarah on Facebook •Kaity on Instagram •Kaity Griffin Website

"I had only really thought about the (social media) management side of things... And it wasn't until I was helping a friend with her social media and I was teaching her those skills that I realised how much I love teaching." In today's episode Kaity is joined by Lily Carter, Digital Marketing Specialist and owner of SHE Marketing. This year Lily started her passion project which is SHE Marketing. She offers social media services including management and coaching. And she recently launched Google Ads services (someone pretty cool polished up my skills recently!). In this chat we chat about overcoming self doubt and starting a side business whilst still working full time, what social media management is and the different services Lily has created. Let's jump in! WHAT YOU'LL LEARN FROM THIS EPISODE: •Overcoming self-doubt and taking the leap •Balancing a full time job and starting your own business •Having the support from those around you to start your own business •The common elements between Facebook Ads & Google Ads •What is social media management •How to embrace a client's tone of voice •Realising that teaching / consulting was also a passion of Lily's •How to price yourself as a service provider •Having boundaries around client communication •How to work with Lily •Big plans for SHE Marketing RESOURCES: •SHE Marketing Website •SHE Marketing Instagram •Kaity on Instagram •Kaity Griffin Website