I write for the lurkers

Hello Reader

I write for the lurkers.

You know the ones. They’re on LinkedIn (or any social channel tbh), but you’d never know it. They read your posts, keep an eye on things, rarely leaving a like or a comment.

Hello, if that’s you. Lovely to have you here.

Right now, I’m finding it hard to tell what’s working on LinkedIn. The algorithm feels a bit cooked.

Case in point.

I asked who was working on Melbourne Cup afternoon.

More than 3,000 impressions. Clearly, people had thoughts about being at work. I shared a post about how all the bits of your marketing work together.

YET... something I talk about with business owners all the time. What I'm known for, what my profile talks about.. at the time of this screenshot? 126 impressions.

That's it. So if I went by this alone, I'd simply post click-baity stuff, or things I know will get a reaction.
Problem with that is, there's nothing that helps people want to take the next step and work with me.

Don't get me wrong, it was cool to feel like the reach was great. But when you’ve put thought into something relevant to your work and barely anyone sees it, it’s a bit deflating.

You start wondering what to post next. Or why you’re bothering.

That’s when I remind myself who I’m writing for.

ONE business owner who reads something and thinks, “Oh, that’s so me.” Who tries a suggestion or starts to think, “This Beck girl knows her stuff. I could do with her help.”

They might never press like.

BUT if my content hits the mark with that reader, that's all I want.

I’d love to tell you those quiet readers are filling my inbox with enquiries.

They aren’t right now. And I need to pay attention to that too. But I do run into people who say 'oh, I read your post', saw you on video the other day, or I love your posts, I always read them.

A little something to think about

Who's your one?

Are you writing for them or to be popular? Would you feel better with 1000 likes or $1000?

I’ll be doing the same. Sometimes running Marketing Goodness means sitting myself down and saying, “Beck, do you follow your own advice?'.
(And yes, I know I'm talking to myself in the third person lol).

And if you’re nodding along because your content isn’t bringing in enquiries right now either, hit reply. What are you hoping people will come to you for?

P.S.

Need help nailing your message? Borrow my brain for a strategic lens.

P.S.S. I have one Marketing Activation Day in December left, do you want it?

Leave the lights on...

You’re trying to finish client work, send the last invoices and work out when you can reasonably put your out-of-office on.

Somewhere in there, you remember your own marketing.

Keep reading

Try this

We're already into End of Year planning but before you do try this (I do this every year)

I know how easy it is to start planning next year by adding more things to the list. Before you do, have a look at what you’re already doing. Is it helping? Do you have time for it? Do you even want to keep doing it?

Grab a piece of paper and make three columns: Stop, Start, Continue.

Stop: What could you let go of? Maybe you’re posting somewhere because you feel you should, but you’re struggling to explain what it does for your business. Have a look before you sign yourself up for another year of it.

Start: What have you been meaning to try or get better at? Following up on enquiries, asking for referrals, sharing more of your client work? Pick ONE. We’re all quite good at making long lists.

Continue: What’s worth keeping? Think about what brings enquiries, good conversations or repeat work. Give yourself credit for the things that are working, even if they feel so familiar you barely notice them anymore.

Then choose one thing from each column to act on. Put a little time in your calendar to make it happen.

And if you’ve been saying, “I haven’t got time for that,” your Stop column might help you find some.

Your next post (sorted)

Your next post: “Before you spend money on…”

What do you wish people checked before buying a service like yours?

Finish this sentence:

“Before you spend money on [service], check [one thing].”

Explain why it matters and give them one small action to take.

An accountant might explain what to gather before paying for a software migration. A photographer could suggest checking where the photos will appear before booking a shoot.

Mine? “Before you spend money rewriting your website, get clear on which services you want it to sell.”

Choose something you regularly explain to clients.

Psst ..... design tip - carousels with storytelling on them are getting the love right now.

Cool ways to use AI

Ask AI: who needs a follow-up?

Ever remember a potential client while you’re making dinner, then forget to follow up the next morning? Want to know a potential pipeline value without signing up to an expensive sales CRM?

I’ve just built a little revenue dashboard so I can see my opportunities, what they’re worth and what I need to do next. Handy when your brain has other tabs open.

Try this prompt in an AI tool that can build interactive apps:

Copy and paste:

“Build me a simple, interactive leads tracker and revenue dashboard for my business.

Let me add, edit and delete opportunities, with fields for:

Client or business name
Service or offer
Estimated value
Status: New enquiry, Conversation started, Proposal sent, Booked, Delivered or Lost
Expected booking month
Service interested in
Next best offer
Next action and follow-up date
Notes

Include a monthly revenue target and show booked revenue, potential revenue and the gap between booked revenue and my target. Keep potential opportunities separate from confirmed bookings.

Add a ‘This week’ view showing who needs a follow-up. Highlight overdue actions and let me filter by month and status.

Save my entries so they remain when I reopen it. Explain where the data lives and include an export and backup option.

Use Australian English and AUD. Keep the design clean and easy to use on my phone and computer.

Ask me up to three questions about my business before building it. Use clearly labelled sample entries that I can delete.”

One thing to keep in mind: you’ll need to update it as conversations progress. Automatic updates from your inbox or other tools need a separate connection. And no doubt you could connect everything, I personally don't like giving AI keys to my business.

Marketing Goodness