Founder’s Corner

Self-Sabotage and Imposter Syndrome

When does it happen? How does it happen? Do you remember a time when you felt as if you weren’t enough? Why would they listen to me? I call this self-sabotage and imposter syndrome. Meaning, you deserve to be heard, you have something valuable to say, and yes, you are smart. Yet, we tend to sabotage ourselves by convincing ourselves that no one really cares about us.

The truth is we all care and we all need to hear what you have to say. We all set blueprints for ourselves to what level we believe our success should be. If things are going really well, we do something to sabotage that success because that would be outside the scope of our blueprint. The same goes with when we fall below that set blueprint; we gain happiness, win rewards, have success in our business, but just enough to get us back up to where we are comfortable.

That’s the keyword, comfortable. In order for us to grow beyond the current blueprint we have set for ourselves—or in truth, what our parents modeled for us—we must evaluate where we are and set goals to where we want to go. In this journey, you must surround yourself with individuals who will support you in that journey, hold you accountable and fuel your success.

Remember, you are the only you that has ever been and the only you that will ever be. Be you and be strong, because you are brilliant and the world needs all you have to offer. And they don’t want the perfect, polished, she has it all together YOU, they just want YOU. All the members of Lead Up for Women are here to offer you support and sisterhood to lead your best life and the journey starts today.

I’d like to thank each and every one of you that believes in our mission, that believes in the vision that women can lift each other without competition or judgment and will expand in abundance, success, and love, then, in turn, inspire others to do the same. We are all sisters in this world and in order to create more jobs, and clear more pathways for women to shine in leadership we must band together and blaze the trails. Who’s with me? I have faith in each of you that we can begin to build the blueprint necessary to create lasting change for your life and for all women.

Join us.

With Gratitude,

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Your website should be your business HUB

So what does that really mean?

By Lori Osborne

In today’s business world, digital marketing is mandatory. According to Internet Live Stats, there are 4.66 billion active internet users worldwide as of January 2021 and more than 3.5 billion searches per day, which means over half of the global population is online and searching.

With that in mind, it is more important than ever to have a significant online presence and to focus much of your marketing dollars on digital marketing. You may have heard that old saying, “Ignoring online marketing is like opening a business but not telling anyone.”

The idea behind your website being your business hub is that when your marketing is doing its job across all the digital mediums, your prospects need a central place to go to “meet” you, obtain more information about your products and services and, ultimately, move through the sales funnel. Your website is the key piece to managing that process.

There are so many ways to conduct your business online today—far more than when we first started building websites. You may prefer running your business through social media since there are so many things you can do there, but social media is only one spoke in the digital marketing wheel. And it definitely is not robust enough to be the hub for everything else.

The main reason you need a website for your business is because your prospects and clients expect it, (again) over half the world is online and most people expect businesses to have a professional website.

Introducing your business, brand, and products or services

You can do this through your social media, but one of the many problems with social media is getting lost in all the noise. Translation: Your page and everything on it gets swallowed in the sea of all the other posts.

Get Google

With more than 3.5 billion searches per day (and an increase of approximately 10% per year), you want your information to show up when someone searches for what you sell. You have far more control over your website showing up on Google than you do any social media page.

Establish your authority

You can put a bio on just about any social media platform, but your website is the best place to provide the information prospects need to know, including what you offer, who it is for and why you’re the most uniquely positioned to provide what they need. When someone visits your website, this information must be clearly related. On social media, it tends to get scattered and overwhelmed.

Lead nurturing

What happens if someone finds you online but isn’t ready to buy from you yet? A solid lead nurturing system is critical for any business offering products and services that require some thought before purchasing. In most cases, prospects need additional information, time and the opportunity to know you before making a decision to buy. Your website is the hub for these lead nurturing activities, which starts by getting the prospect’s email address when they visit your website.

Ownership & accessibility

Depending on social media for your communication stream and prospect management is risky. First, your prospect data is owned by someone else. If the prospect leaves that platform, you’ve lost them. If that platform goes away, you lose everything. On the other hand, if you use your website to capture names and emails, you’ll have ongoing access to your prospects. In addition, when you send a communication directly to your list,

you know it will go to everyone, whereas on social media, only 2-3% of your page followers see what you post.

Analytics

There is tons of helpful information that can only be obtained through your website statistics. It can tell you what content is working and what isn’t, how and if people are finding you on Google, what actions they’re taking when they visit your site, etc. These statistics can help you improve your message, SEO and increase your sales.

What does a ‘hub’ look like?

The Oxford dictionary defines “hub” as the effective center of an activity, region or network. In this case, your website is the center of all activity related to your digital marketing. Why? Lead nurturing. When a prospect hears about you, they visit your website. When they find you online, they visit your site. When you want to nurture that lead through education, freebies, testimonials, specials, and more, you do so via your website.

Your digital marketing should include a minimum of 50% of these approaches: › Capturing reviews through a reputation management system › Sales funnels › Landing pages › Freebies › Social media posts › Blogs and/or podcasts › Webinars and/or online training; videos on your website, social media or YouTube › Guides, eBooks or case studies › Memberships or Facebook groups › Email campaigns.

If your marketing does not include most of these, you may want to consider adding to your digital marketing approach. All these items are digitally based and can be housed on your website or easily integrated with your site. And when someone finds you or your business outside of your website, these tools point them back. With your website as the hub, you have one primary place that grabs your prospect’s attention and engages them.

What makes a hub effective?

Now that you know what a hub is and why your website should be one for your business, let’s discuss how to make it more effective. There are some key things your website must have in place to see the returns on your digital marketing investments.

Get found

Are you guilty of believing, “If I build it, they will come,” when it comes to your website? This is dangerous thinking. There are several key SEO steps that must be taken for your website to even show up on Google.

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Clear Calls to Action (CTAs)

When someone visits your website, don’t leave them wandering aimlessly looking for ways to book a call, get information, contact you or make a purchase. Have a clear Call to Action—one that makes sense for your industry.

For example, if you have a business where people need to talk with you and get a feel for how you work before purchasing, your CTA should not be a “Buy Now” button. It makes better sense to have a “Schedule a Call” or “See Demo” button. On the other hand, if you have e-commerce, you’ll want a “Buy Now” button. The CTA must be a button at the “top” of your website—generally top right—that is visible in a contrasting color, easy to read and links to what your prospect wants.

Freebies & email collection

As I mentioned earlier, one of the functions of your “hub” is to collect emails for lead nurturing. The best way to do this is to offer a freebie—something that provides value while also giving a peek into your offering. Ideally, this freebie should be related to what you sell, costs you nothing to give, and is valuable information for your prospect.

Freebies can include “how to” infographics, white papers, eBooks, checklists, audio content, a discount or coupon, an online tool, pre-recorded online training, and more. The key is to find something applicable, desirable and related to your business. Your prospect should see the offer and want to give you their email.

There are so many ways to conduct your business online today—far more than when we first started building websites.

Landing pages

Once you have your freebie, you need an effective Landing Page. This is the page your prospect goes to after filling out the form (name and email), or where you collect their name and

email if they’re going to be sent to this page through a third party (such as a promotional announcement, advertisement, or social media post).

This is not a simple “thank you” message that shows up on the screen when they sign up for your newsletter. Your Landing Page should focus on a single product or service related to your freebie and should include: › A hero image or video placed prominently at the top of the page › An obvious Call to Action › A clearly stated value proposition with a compelling heading › Specific features and benefits of what you’re selling › Testimonials from people who have purchased from you › Access to the freebie or a bold statement advising how the freebie is coming, i.e., an email.

The main thing to remember is to put the freebie to work for you. Don’t give away anything without getting a name and email address in return.

Your website can be an extremely effective tool for marketing; it also can be an expensive, worthless tool if it isn’t set up to be the hub of your digital marketing. It is important to have a beautiful website you’re proud to show off, but even more important, it must convert prospects to clients.

LORI OSBORNE

is the founder and Chief Solutions Architect for BizBolster Web Solutions LLC. For more information, visit www.bizbolster.com, email her at lori@bizbolster.com or call 904.417.7110.

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