When you think of creating a content marketing plan for your business, I’m willing to bet you feel a little overwhelmed, right?
I know my initial thought was that in order to create a successful marketing strategy, I’d need to be on Facebook, Instagram, TikTok, Linked In, YouTube, Podcast, etc. I thought I had to be everywhere for everyone.
But good news (this time at least), I was wrong.
The reality is, nowadays you don’t need to be everywhere for everyone and there’s actually more power in focusing on ONE or TWO places and types of content that better yet suit your personality type.
After all, who wants to create content consistently that they hate doing?
In this episode, SquareSpace based web design coach, Paige Brunton, shares her tips and tactics for creating a content marketing strategy that fits your personality type so that you actually learn to ENJOY marketing your business!
Despite her being a SquareSpace gal (you know I use and recommend WordPress :), we really hit it off and I felt such a kinship with her especially about this topic that will empower you to embrace YOUR superpower in marketing and learn to actually enjoy producing content for your business.
P.S. Be sure to check out her free quiz to help you determine which marketing method suits your personality!
In this episode:
00:00 – Introduction
04:21 – Greeting to Paige
07:03 – A degree in recreation
10:22 – How blogging got clients
16:59 – Using what you know
21:08 – The many choices of marketing
22:48 – Ranking without social media
29:59 – Personality discovery
32:25 – Why you should love content
41:16 – Secrets of success
46:29 – Be transparent, build trust
50:25 – Having a small team
54:27 – Find your audience here
57:07 – Content intentionality
1:06:18 – Where to connect with Paige
This episode is presented by my Website Maintenance Plan Course.
Connect with Paige:
Featured links mentioned:
Episode #168 Full Transcription
Hello friends welcome into the podcast. This is episode 168. So if you’ve been listening for a while and have you know my brand, you know that I use WordPress, and I highly recommend it. There’s a lot of other builders and themes and platforms out there. I do have students that use other platforms of WordPress. However, there’s I use WordPress and there’s a lot of reasons for that. I have also gone on record on this podcast to say that I don’t recommend certain platforms like Wix or Squarespace. But my guest in this episode is kind of like the Josh Hall for Squarespace.
This is Paige Brunton, who is an awesome, awesome, gal. Really savvy entrepreneurial marketing and web design mind. She is also a web design coach. But again, she’s in the Squarespace space. But I’m not going to count that against her. I wanted to bring her on the podcast, we’re not actually even talking about that we’re actually talking about marketing strategies, and specifically content marketing strategies that fit your personality type.
This is crucial. I gosh, I so enjoyed this conversation, I really, really felt a kinship with Paige, despite us not being on the same page over WordPress and Squarespace. But it just goes to show you that you can use all sorts of different platforms. And as long as you stick to what works for you, and you stick to the strategies and the tools that work for you, you can make it in web design, you can do awesome things. That’s exactly what pages done. And in this episode, we really talk about how to create a content marketing strategy that is going to be perfect for you. So you can focus on your superpowers, you can focus on what you like to do and get the right clients that are a perfect fit for your type of business.
Now, if you’re anything like me, when you think about marketing strategies, and you think about getting on social media, my first thought back in the day was like, oh, gosh, now I gotta get a freakin Facebook, Instagram, Tik Tok YouTube channel, don’t need to do a podcast, all these things that just overwhelm you when you think about doing marketing. But here’s the good news. You don’t need to do any of that if you don’t want to. In fact, if you are going to do marketing and content strategy, you’ll hear later on in this interview, Paige recommends that you start with one and I back that up.
You don’t have to overwhelm yourself, you can focus on marketing strategies that are perfect for you. We dive into the ins and outs of how to do that in this episode. Again, Paige was awesome. She also has a great resource for you that I highly recommend checking out, it’s a quiz that will help you determine which method you should dive into depending on your personality type, you can go to her website at the end of this page brunton.com/quiz. And I’m just going to share with you what she said about it. She said it’s about finding out what client finding method matches your personality type, which is so important because hell who wants to slog through some marketing strategy they absolutely hate. That’s what she emailed me when she talked about this quiz. And it was awesome. I so agree with that. So check that out. Again, page brunton.com/quiz At the end of this.
And before we dive in, one thing you can do to alleviate having to sell over and over and over and even picking out different marketing strategies is to build recurring income if you have yet to start building recurring income, the best way to do that is with a maintenance plan. And my revamped and redesign and version 2.0 of my maintenance planning course is out now, you can join that just go to the post for this episode of Josh hall.co/ 168. And there’ll be a little offer there to sign up for that course I would love to help you build recurring income so that you can keep your clients coming back to you over and over and over through your website hosting and maintenance plan.
And now in this episode would page about how to build content marketing strategies that fit your personality type, it will be the perfect thing to add along with your recurring income. So without further ado, here’s Paige, let’s have some fun. We’re going to talk about content marketing strategies that actually fit your personality and get you pumped up here we go.
Paige, welcome on to the podcasts. So so great to have you on.
Thank you, Josh. I’m so thrilled to be here.
We were just chatting before we went live you are I would call the Squarespace version of myself, which is really cool. I’m really excited to chat with you here for a little while.
Totally. I’m thrilled about it as well. So interesting to find though it was such a similar business, honestly.
Yeah, it was really cool when I cuz I don’t remember I think your assistant was doing some sort of poll for web design. And then I just looked at your site and I was like, Oh, this girl’s like, I don’t know too many web design coaches. And that was you and I was like, oh really cool. And what was really interesting and I think you’re the first guest on this podcast. That is all about Squarespace, which I’m a WordPress guy most everyone in my circle are WordPress, so I kind of feel like we’re, you know, like different cultures meeting for the first time or something. But I’m excited to have a fellow web design coach and a Squarespace carillon. So I’m super excited to chat with you. Let’s let’s start there, here page, maybe where you’re based out of and then if you could summarize what you do, let’s start there.
Yeah, so I moved 11 days ago, no, 12 days ago now to England. And so I’m Canadian. I have lived in Germany for the past five years, because my husband is German. And just 12 days ago, we moved over to England, it’s a little bit easier to run the business here. Being an English speaking country. And yeah, so anyways, I am based out of London, England right now, which is very thrilling for me to say.
That’s very cool. Yeah. And I, I think I saw on your bio, you had met your husband? What was he like a German exchange student or something?
Yeah. Then how we met kind of also relates to like, why this business started in the first place. So I’ll start from the beginning.
I’m Canadian, went down to the US for a master’s degree walked into a bar did not know anyone in the state of Mississippi, which is where I was. And so I was like, Okay, I need friends. Well, I met my two roommates. And then the three of us were like, Okay, we need friends. So we went to the bar and walked into this bar, and everyone looks like they’re wearing like the traditional like, Southern outfit. It was like baseball hat and Fisher bench shirt and like boat shoes. And then there was these two guys wearing like, well fitted jeans and button downs with really good hair. And I was like, they’re not from here.
So I walked by, and I heard them speaking German. And I’ve been to Germany before, so I knew what language it was. And I was like, oh, like, interesting. Where are you from? And we started chatting. And anyways, now I’m married to that man. Um, so yeah, we met in a bar in college. And once I finished my degree, I moved over to Germany, and had studied for six years, I had both undergrad and a master’s degree. And when I got to Germany, those things were completely useless. Without speaking German, there was no hope for that.
What were those degrees in?
Yes, it’s a very fun degree reading, recreation and leisure. I studied play for six years. Yeah, not web design, not business, not marketing. I know. It’s a good time for six years, I can tell you that. Um, but I always so I studied those things moved over to Germany, no job options. And in my master’s degree, I’d started a blog just for fun, just thought it would be something cool to do. And that’s how I taught myself how to build a website.
At the very beginning. I was Googling, like, how to build websites. I didn’t know how to do that. And I realized they received website building platforms. So then I was like, comparing between WordPress and Squarespace and Weebly, and I don’t know, Google blogger at the time and everything. And I tried them all out on the trials. And then I realized, like, okay, Squarespace is the easiest one for me personally, to put what’s in my mind onto the page. So that’s why I chose that one. And then I realized once I got to Germany, Okay, sweet. I need to work online somehow, because my job options here are like working in Irish pub, or whatever. And I was like,
Sorry, I have to ask this degree of recreation and play. What is that? Like? How to make an awesome recess? Like, imagine? What How’s that’s applicable in the real world? Yeah. I don’t mean to demean that. I just curious,
Believe me, I’ve had hate for this for like, my whole life.
So your grandma was like, Paige, what are you doing going?
Yeah, she was Yeah. Okay, let me explain the job, which I would have done and intended to do. So I worked as a summer camp counselor, and supervisor for like nine years all through high school and university. And so the woman who managed that, so it was for my local like municipality town, and she would manage all of the programming in the town. So like, she would make sure that she would, I don’t know, set a programming for the ice rinks and for the swimming lessons. And she would hire all the 200 camp counselors, and she would train all those people and basically make sure the facilities for like, booked and the no Santa Claus parade was happening. And the farmers market was going she was like the organization of like fun things in the city for the city. And so that is what you actually so think of it as like, kind of like business administration, but for like fun events is pretty much.
Gotcha. Yeah, that makes total sense. Yeah. That’s awesome.
But not applicable, and that season of your life moving there. And that’s, that’s what’s so awesome about web design in general. And it is interesting. Like I said, I’m a WordPress guy, pretty much everyone I know is in the WordPress. But if you felt like Squarespace worked best for you, that’s cool, too. Like, that’s what’s so interesting. And but there’s so many tools. At that point, like, so started getting the website, what year was that? That you really started taking that seriously?
I graduated in 2016. And then I moved over to Germany spent a few months kind of like, what am I doing with my life and kind of like doing a few like website projects on the side for an agency who I’d met randomly. And then I think it was January 26 2017, that I got serious and was like, Okay, I’m going to be a full time web site designer.
How to run a business? I don’t know what I’m doing. But like, I’m gonna find a way to make this work, because otherwise it’s really going home.
Yeah, every web designers story, everyone has a cool path into it and fumbles into it. And before you know it, you’re running a business, whether you like it or not. When Yeah, so how long did you do that before you started teaching and sharing what you learn.
So the whole first year of the business, I was blogging in order to get clients. And so then it was honestly within like, it took a few months. Blogging is not like a fast strategy that takes time to build up. And so I was blogging to get clients. It took a few months until I actually started getting clients through the blog. And then I just like shot to the top of the Google rankings because I had created way more content on Squarespace than anyone. So the first actual website designer that came up when you Google, a Squarespace website designer, it was me, which was leading to like an inquiry a day for my services.
So you became the Squarespace gal.
Pretty much. Yeah.
And so that’s when I realized, like, Okay, I need to somehow, I don’t know, I have an inquiry day can’t take on all these projects. The thing which was done at the time, and which everyone else was doing was becoming a web design agency. But I just knew myself, I was like, I have zero interest to manage humans, like could not, that does not sound like a good time for me. So I was like, agency doesn’t feel like the thing for me. I was like, Maybe I could just take this knowledge of how to make really amazing websites, just put it in a course and then sell it. And that can be sold to however many people want to buy that thing. And so it was in 2018 that I launched the Squarespace web design course score secrets.
Okay. And that’s still going strong, right? That’s like your main course that you sell.
Yeah. So of course, you could ask for secrets business. So once people took score secrets, they all started asking me on q&a calls, like, oh, I can build these basic websites. I showed it to my friends and family. And they’re all saying like, Oh, my God, so great. Can you build one for me, too? I can’t believe you created that. And that’s when I realized that there was a lot of questions related to like how you building and managing the business and managing projects and doing contracts and keeping things on schedule and collecting content. And so that’s when Squarespace business was created. So
And so we were talking about this before we went live, but we it’s so interesting to hear your like paralleled experience and interest, like I have with with courses and teaching because I’ve always felt like in web design, I think I mentioned this to you before we went live, there’s kind of three categories. There’s like learning web design itself, the tech side design, all that good stuff. There’s the business aspect. And then there’s like marketing, and more of the entrepreneurial side of things. And I, I have a lot of courses on the first two. Now I’m getting into creating courses on the for the web printer, doing email, marketing video, and in some of the things actually do more Outward Bound stuff.
So yeah, that’s really interesting. But I think this is great, because this right here page, what you’re talking about, is really laying the foundation of this topic that we’re diving into, which is basically sales that suits your personality. Like, you’ve already hit on a couple of really important points there, which is you knew the typical agency, life wasn’t for you. Again, I share a concert with you there because I felt like that too. I had zero interest in running a big digital agency. I just, I had colleagues that did that. And they were boasting about their numbers. But I was like, Oh, that just sounds like a nightmare. Like, how many meetings do you have? And like how, oh, I just some of the stresses that they have with overhead and payroll, I just did not want to do that. I just didn’t want to do it.
So that is a really important point. And I think it’s fascinating that you started out with blogging. Now. You’ve we talked a little bit ago to I think I can’t remember we can’t record or not, but you’re really pushing your YouTube channel right now, which is awesome. Because video content along with blog. That’s exactly how I built my website and built my online presence. My question for you when and I think this translates to selling based on your personality. How did you know that blogging was a good fit for you? Did you just like writing? Was it like to how did that come about?
Ah, so I had followed all the big people on the internet about like running an online business, listen to their podcasts and stuff and very consistently or read their blogs very consistently, everyone was saying like, blogging was the thing that made my business take off. So I was like, alright, they’re all saying it like, they must know something. I also took B school with Marie Forleo, which talks about content creation and blogging, and building an email list. So I knew like everyone saying this, I’m just gonna shut up and listen and go and do what the experts are all saying do. So I started blogging.
The good thing is that I enjoy writing, I can just sit down, write off huge post and just throw some thoughts on the page comes fairly easily to me. And so it fit what I like to do also when it came to like, podcast or YouTube felt like too overwhelming too much tech. I didn’t have the space to like film YouTube videos or something. And it just, I don’t know, it was just too much for me at the beginning. And so blogging I knew people had said This is successful, it works really well built your Google rank and everything. So I was like, okay, cool. I’m just gonna do what people are saying, like works really well. Now, I’m not saying that everyone needs to do that there are definitely definitely definitely a zillion other ways which we can chat about to sell your website services, which is not blogging. But that is the method which I chose and worked really well for me.
Well, the cool thing about blogging is even I mean, for you, obviously, it was huge. And like you said, it wasn’t instantaneous. There’s always a bit of a bit of time when it comes to content marketing in general, even with YouTube videos, and podcasting and stuff. But blogging does take a little while. But the trick is, if it’s good content that you’re passionate about, and you’re answering questions, it can go such a long way and open up so many doors like to be honest, when I think about what I do now, it really all started from me blogging when I was a web designer.
I just I started blogging on my website at my agency site. And not many people were reading it, but one person read it, who was the content manager for Elegant Themes, which are the creators of Divi. And that’s how I got my start as a blog author for them. And that’s what subsequently started me being interested in teaching and sharing what I learned and few years later, here we are.
So you just never know you never know whether it’s client acquisition, or whether opens up different opportunities, Orvis sparks interest in being a creator or maybe switching up what you’re doing. There’s, there’s so many benefits. And what I like about blogging, I did not anticipate talking too much about blogging on this. But I think this is really important. You have your work out there for the world forever. Like the problem. I think sometimes when you’re in a creative service, like like being a web designer, sometimes you do your work. And then maybe it’s redesigned in a few years, or maybe for whatever reason, the company goes another way.
With the blog. It’s like it’s on your site. For as long as you want it to be there. There’s I don’t know, it’s like a mini book. So I’m kind of curious. Did you have any formal training with blogging? Or did you just did you do keyword research? Did you just go for it and just write about.
Yeah. Okay. So I had so again, previous in the undergrad or master’s degree, I had started that like it was a travel blog. So I had like, ish knew what I was doing with blogging roughly have keywords, you should put them in headings and name your photo, then put it in your URL link and stuff. But to be honest, when it came to actual keyword research, like I would go, I would have it on my to do list like do keyword research. And I was always like, so boring, like, I just
Yeah, I don’t like it either. I hate keyword research. I have awesome partner for that, because I don’t love it.
So, to be honest, at the very beginning, I was like, people would ask questions, I would maybe search in Pinterest the word Squarespace and see if a couple other like related words came up or something that was the extent of by keyword research and literally just that, and also when it came to like, that’s actually funny. I was at a SEO conference in Berlin, and they needed a example in the audience for like trying to rank for keywords. I was like, oh, Squarespace website designer, and they’re like, Okay, they searched it I was the first one they go to my homepage and they’re like, you don’t actually have the word Squarespace web designer a single time on your homepage.
And I was like, oh, yeah, I don’t like but I was ranking up Yeah, exactly. It was like I just created I just liked the topic was interested in the topic wrote posts about it didn’t really strategize where keywords were in the posts or on the homepage or anything. And just from creating the most useful content on the topic, I became number one in the search results so.
There it is, there’s the perfect example of how to go about blogging without overwhelming yourself with data and research and I mean keyword research can be super beneficial for sure. But I did the same thing page like I literally built my brand by just doing mainly Divi tutorials and then eventually more WordPress tutorials. And I didn’t do any keyword research the actual posts that a lot of those tutorials are still on which rank really high are like in the red with my SEO plug in like I haven’t optimized like it’s been on my to do list for like two years some of these posts but it’s just not a big of a priority right now for me.
But it just goes to show you if you write good content that answers questions and is made for humans. And yeah, if you can just make sure the you know the term is in there a little bit that’s all you need to do. And I will give a quick tip for everyone listening when it comes to keyword research. If you want to do it for free, I teach this in my SEO course you can use Google all you have to do is type in and then you will see related terms you can go down the page you’ll see what people also ask and then you will also see at the bottom there is related searches that you’ll see at the bottom. There’s your free keyword research Tip of the day so that is as easy it is to start doing content. So I love here and that how that’s helped you now to this topic and this idea of selling based off your personality. The when did you decide that okay, now I want to get from behind the screen and show my face and actually, you know, do YouTube videos and more content. When did when did that come about for you?
Yeah, so that was when we honestly had the capacity to do it and realize that a lot of the things that we wanted to rank for YouTube videos for showing up for and it just logically made sense when it came to like, here’s how to XYZ and Squarespace to have that as a video as opposed to a blog post. So that was really key for, that’s when I decided like, Okay, it’s time also I just like bought a house and then I had a space which I could actually film videos in and everything. So that was when that decision happened.
In terms of the figuring out like this kind of idea, which I have of like, figuring out which client finding method matches your personality type that honestly came from teaching my course growth secrets business, one about how to build a web design business. And the reason that happened was because I went to go create the course and I had all the like, outlines for the modules and everything. And I was like, this is perfect. And then it came to obviously finding clients marketing your business, very important thing to have in a course on building a business. And I was like, I don’t feel great about this because I don’t want to teach on strategies, which I don’t personally didn’t do like, but I do know that there’s other options. And I don’t want to say blogging is the only way because I realized some people hate blogging.
So what I did was I just messaged a bunch of people who I knew in Squarespace world was like, hey, wondering if you would help me by like having to do a 30 minute video and like guest experts, I buy course and just talk about whatever marketing strategy like you like and you enjoy. So I had all these different I think there’s eight of them. Ladies who came in and they talked about like in-person networking, pitching by email or DMS Facebook groups, partnerships, Instagram giveaways, podcasts, interviews, Pinterest, blogging, YouTube and email lists. And so there’s like this whole variety of like, here is a whole bunch of marketing strategies that are working for us that’s booking out our businesses. You can then decide like, which one actually feels like something I wouldn’t hate because I feel like that’s the issue is so many people, especially with Instagram, they’re like, I feel like I have to do Instagram. Everyone is on Instagram, maybe it’s more of a female issue. I don’t know.
I just I just started my Instagram a few months ago, and I just finally I was like, I was like, Alright, I didn’t have an Instagram for years. I was like, I’ll finally do and I’m actually really enjoying it. But yeah, I’m I’m like, I’m basically like the old guy trying to figure it out. I’m like, What is a story and a reel I don’t get it. But yeah, so I didn’t mean to do it. No, I totally get you there. Yeah,
So especially with my students, everyone feels like Oh, everyone’s on Instagram. The saying I have to do it. And it’s like, if you hate Instagram, and I personally like I am not on Instagram I sold millions of dollars of things on the internet without being on Instagram. So I just want to show you like it is so so possible to
You may be the only female entrepreneur influencer that’s not on Instagram that I know. Someone it seems like at least.
This is interesting. Okay, so that is also somebody which I thought so I joined a mastermind with ladies who were like a similar level of business to me. And when I went to their Instagrams, most of them are not really active on Instagram, except for the two women who literally teach about Instagram. But otherwise, most of them are not really on Instagram, or they have small followings on Instagram, like they’re under 10,000 followers, which means for emerald is very small. And so I was actually really surprised to see that with women who are really like doing well in business, like a lot of them actually aren’t, because that is the thing, which we all think we just assume if you’re big in business or big on Instagram, but doesn’t actually have to be the case. That’s not what you want it to be.
That’s a great point. And it does kind of make it a little more reassuring, I think for everybody. Because it’s like, you don’t have to be anywhere you can choose what your lane is like, I have really found a lane in podcasting, which is my favorite. I have, I’d started with YouTube and built that up and right now and 2022 My big goal is to really take that more seriously and be more consistent, get back to posting more tutorials and things like that to to keep my YouTube strong because it is a really important source for me. But that’s that’s pretty much it like I am on socials. But what I do is I have my Facebook and my Insta connected that way I just go through my business account, a Facebook business, and it kicks out to both. What’s interesting though, is I have found Instagram to be much more of a welcoming and nicer place than Facebook. Are you on Facebook at all? Or or no?
Nope, not on Facebook.
What Where are you and maybe some of your other entrepreneur friends? Where are you guys on online?
Email lists and content that ranks in Google. Okay, okay, so that’s me personally.
What about any sort of social networking and social networking for you? Or is it
None. I like it on Instagram on my phone, not personally, not business wise. I don’t use it. Because I’m the type of person where I go on Instagram. And then I’ve noticed like, I feel badly about myself. And it’s like, what is wrong? Like I have an amazing life like, why am I possibly feeling crappy about myself when I go on this app and see other like, this is not good, and I don’t enjoy this. And so the one thing which I think is hella useful with Instagram, though, is it’s just a realistic place to have conversation. But people are like, it’s just a useful place.
Like, there was one of my past team members, she went off and started her own business. So she redid her website. I was like, oh my god, it looks amazing. We kind of weird I thought it was like, oh, I should tell her. Like, it looks so good, good job. And I was like, Well, I sent an email with that. So I was like, okay, so I want an Instagram on my like desktop. And I was like, just send her a message on Instagram was like, look so good. Good job. Um, and yeah, so I think it’s a really, it’s the place where like, communication is happening. So I see it valuable in that sense for me personally. But otherwise, like, I’m not posting anything, I haven’t for a long time and don’t want to either.
That’s awesome. I love I love that I think a lot of people more so now that we’ve kind of had a good decade plus of social media. And it didn’t take long for a lot of us to just get burned out on it. And I think everyone over the past couple years has more realized what’s behind social media with just the exhaustion that can create and the polarization which is typically found on Facebook. Like, for me, I run a Facebook group for Divi web designers, which is 24,000 people. So I I’m not there that much. But it still is a hub for a lot of the Divi community. So I still try to stay active there.
But Instagram has been more of just connecting with students on a deeper level. In some ways, I found that to be the case. So yeah, like, I think I have 300 some followers on Insta, but they’re meaningful. And they’re, they’re really engaged, which is cool. But it’s not a huge part of my business. For me, it’s and then this goes back to like doing what works for you and what your personality is suited for. For me, podcasts and YouTube, those are my two main channels. And for you, this is what’s really interesting about you page, it is email marketing, and blogs and content creation. Now, that set like if you tell the average younger entrepreneur now do email marketing and post blogs will be like, Okay, are you from like 2002? Because that even work now? And yes, it absolutely like you are a prime case of a case study of that old school quote unquote, strategy working, because it totally, it totally works. So I think it’s really important not to neglect those.
Totally, I totally agree. And like, again, when I look at all of my friends in business, who are really successful, they all have email lists, they’re all creating content that builds their email list like that is just a strategy, which has been working for a really long time. And it’s really like, not dependent on algorithms or ad price changing or all these different things. So
And then well, I do sorry.
Oh, no, go ahead. Go ahead.
Well, I do. Personally, I’m like not a fan of Instagram, I can say that, like we’ve looked, and we’ve surveyed our students and stuff for like, what are they getting the most web design clients from? That was actually the thing which we had sent you. So we’re interviewing, or sorry, surveying, like you’re trying to survey hundreds and 1000s of website designers to figure out like, what is working for them in their business. And in terms of like getting clients and their project size, and how long they’ve been doing this and all these things. And so one of the most consistent places that they are finding clients, web designers is Instagram.
So while I’m like, I don’t want to be on Instagram, I’m not saying that it’s wrong. And I’m not saying that just because it does. It’s just, if you hate it, you’re not going to show up and you’re not going to enjoy it, it’s going to be a chore, you’re going to procrastinate. Whereas if you’re like I love posting my life on Instagram, then like sick, you are meant to be on Instagram, you can tell like there’s this one girl who I follow, or who I every now and again. I’m like, oh, go check on her now again. And like this girl loves Instagram, and you can see it and she is just lit up when she is on Instagram and sharing things and making her reels and whatever. And so I feel like if you get true joy from that amazing like that is it’s a great marketing strategy, if that’s what you want.
No, I totally agree. I love that. I think it’s really important because you can tell when somebody is forcefully doing it just because they feel like they should or somebody buys them too. And with Instagram, it’s often maybe this is a TikTok thing. I don’t know, I’ve never even logged on Tiktok. But you see a lot of like the point videos where it’s like you point here and there’s a little quote that pops up. And I like part of me was like, Should I do that? And I stopped myself immediately. And I was like, That is so not me. Yeah, I would feel weird. And I’m just not interested in I’d much rather put my energy and yeah, like I’d much prefer anybody watching you did the perfect like check.
Again, not against those. Maybe they weren’t great for some people, but I would like it would so come through that I feel awkward. In a film force. I just I don’t have any interest in that. So, but it’s a really good point, like sell and think about marketing strategies that suit well, you feel comfortable with your personality. Now, that doesn’t mean that you’re not going to get more comfortable doing something like I was a little worried and a little scared about doing tutorials on YouTube because they started picking up traction. I wasn’t great on camera years ago. But as I got more comfortable with it, I got better at it and I learned to enjoy even more and more. So I think there’s that aspect to what do you have any tips on kind of deciding what platforms and what areas of marketing to maybe try out and how you might get better at this?
Yeah, so We could talk about the different like options and everything. But I can tell you like, the easy way to figure this out is to go to paigebrunton.com/quiz, there is a quiz, which will you can tick the, I don’t know, answer a few questions, it’ll shoot out like, this is the marketing strategy that most aligns with, like your personality type. And so that’s kind of like the easy, fast version. But generally, I think people fall into the categories of like people who enjoy creating content, people who enjoy leading communities that can be like a Facebook group, or some sort of actual like in person, community or network or whatever.
Then there’s people who really love social media, people who love speaking public speaking, that could be like speaking on stages, like the guests on podcasts. And then there’s people who are just like, I just want to pitch like, I just want to send a DM or email pitches and then find like people that way. So those are the ones which is like generally falls into and if you take the quiz, and you’ll figure out which one of those you are, and it gives much recommendations on how to like, implement that strategy. But that’s kind of the ways in which like the different kind of categories or buckets of marketing strategies, which I think of. So yeah,
That makes a lot of sense. I could I felt I when you were describing those four categories, I felt like I was in three out of four, I have zero interest in pitching myself, I even when I was starting in web design, I hated doing that. I hated selling, I hated reaching out to people,
Prime example. If it gives you that gut feeling not for you.
Yes. And I think most web designers that I talked to feel that like, I don’t want to be that sleazy salesman. But that’s the beauty about what is open to us nowadays is we don’t need to do that because of technology. And this is where like blogging and building your content and your authority. This is where this comes into play. And the big thing I’ve learned with any selling no matter what avenue it’s in, is if you just teach and share and serve.
Yeah, that’s your sales by literally because I’ve had people ask me like, Dude, you give all of your stuff away for free. Do you feel weird about that? I’m like, Listen, uh, courses, as you know, page way different than a free tutorial, like those are bread crumbs. The full thing is the course like we save are either best material or the you know, the point A to point B start to finish stuff for the courses. But there’s all these little tips and tricks and strategies that we’re happy to share. And and I think web designers in general should have this with their clients. Like don’t be afraid to teach your clients or your your leads and your network about whatever you learn it that is, yeah, that’s the sales tool. You don’t need to ask for business when you share what you know.
Exactly. And that’s one of the reasons I love content creation. Like, yeah, it’s true that only like, I don’t know, a percentage of the people who’ve read my blog, or watch my videos forever pay me for anything. And you know what, that’s totally fine. Like, I can give some free useful information to the world. That’s amazing. Happy to do it still results to me, like having a profitable business. So happy to I don’t know, it just feels like again, like non sleazy, helpful, useful information if you want to, you decide that’s what happened. Because people would always ask me, like, students, they’d be like, Oh, well, like if a share for free in a blog, like how to XYZ on your website, like, why would anyone hire me?
And I’m like, Yeah, because people what happened at the very beginning, I had this blog post on comparing all the different Squarespace templates, people would go to that, and it was like, Okay, if this and this and if that did not choose this one, or this is good for that. And that’s good for that. And that people would look at it, or they’d look at some, like beginner tutorials. And they’d be like, Oh, skirt, this girl knows what she’s doing. Like, I’ll just hire her. And so like, not exactly, thought that but enough people did that it led to an inquiry a day, and I couldn’t keep up with that. So like, it works beautifully, in my opinion.
And that goes back to what you were talking about earlier with your initial content creation and that blog, it’s like, when you do that, maybe you don’t know where it’s gonna go initially, but at you know, years later, you look back and then suddenly, your potential clients see you as an expert, because you’ve written a ton of material about this. And even if it’s just like 10 blog posts over the span of a year or something that looks amazing on a website, I’ll tell you right now for anyone who’s like considering doing any sort of blogging or videos, you may feel like I don’t know where it’s gonna go is it gonna be worth it?
I I think I in full confidence I think you’d probably back me up on this page say that it will be worth it in some regard, whether it is a direct sale or whether it’s indirect or whether it opens up opportunities. I don’t know anybody who was like man, I just I really regret creating really good content for all that time. I don’t know. I don’t know ever anyway, it’s the people who just feel like it’s not gonna go anywhere and then neglect it and then then it becomes regret it really is amazing and then again, it’s authority It’s trust it’s it’s the content really creates that like nothing else. So yeah, I love that awesome.
I think you become an expert on the internet is like I was not an expert at Squarespace website design. When I started I literally will there didn’t course didn’t exist at the time. So I couldn’t even take one. But I was just like, figuring things out and Googling stuff and redesigning my blog 57 times and then I was like, okay, I can start doing this for clients. And we just post things on the internet. And then suddenly, I became the internet’s expert at Squarespace website design, and that just resulted purely from the blog content.
And for the average webdesigner who might want to do a little bit of content marketing or webinar that’s going to do some some internet marketing, or you know, some content strategy stuff. You don’t need to compete with the whole internet, you just have to be the best in your sphere of clients. Like I had a guest recently on the podcast who said that, and it really lit the light bulb for me on that idea. Like, if somebody writes something about what they learn with web design, you don’t have to compete with myself or you Paige, you just have to look awesome for your client.
So if your client see your website, and you’ve written again, 10 blog posts about Google Analytics, and top three tips for conversions or good content strategies. Again, you don’t have to compete with us, you just have to look awesome for your clients, and then you lay in the client. So I think that’s awesome. It’s really freeing nowadays. Now, I want to go back to these these buckets of categories of type of marketing. Is this based off? Are you a fan of DISC personality tests?
I haven’t I don’t know it. I’ve heard of it. But I don’t know it.
Okay, well, the reason I asked is because disc is DISC, which is the kind of four buckets of typical personalities, which basically, there’s a lot of different acronyms. For those, the way I learned it and understood it is that D is for more dominant style people. Personality types I is for fairly interactive. S is for more like stable, loyal content, and then C’s, they are the cautious people. They’re they’re the accountants. They’re the lawyers that are people who read every word and are a little like, oh, I don’t know, we should do that. And it doesn’t mean that any one is better than the other. It’s just you generally everyone has a you’re in one of those categories pretty high. And then you might have some other traits and the other ones.
The reason I think that’s really interesting with sales and marketing is because I learned when I went through a disc program, which I thought was total, you know, crap. In the beginning, I was like, come on, I was like, I guarantee this isn’t gonna peg me. And when I did a full disk report, it nailed me it like it. Cuz basically it just the test I took was like a bunch of scenarios, basically, like, what would you do in this scenario? And how would you handle this kind of situation? I went through it. And it could not have nailed me more to a tee.
I realized that I’m a high I very interactive, I enjoy talking which is why podcast it kind of share is shed a lot of light on why I like doing podcasts and interviews and stuff. And then I was a high S I tend to like once I do something, I do it, I don’t quit. And I’m very, I’m very loyal and security of whatever I’m into. I’m not a wishy washy dabbler kind of guy. Flaky Yeah, not my style. I’m only dominant. When I’m reacting to something which is kind of interesting. Like I don’t, I don’t come I don’t out of the gate speak in dominant phrases and terms. I am like the far polar opposite from the C.
I don’t want to look at my numbers, I don’t want to look at the books. I am not a bean counter. I hate following a an SOP checklist. But it’s funny because my wife is actually the pure opposite of me. She loves the checklist. She’s She’s the detailed gal. And she has more kind of dominant traits initially. And then we kind of complement each other in a lot of ways. So it’s really interesting. Same thing with business. And the reason I asked about that is because when it comes to sales and marketing, if you if you know yourself, and you don’t need to go through this test, but if you just know, this is what I you know, this is kind of who I am, this is what I like doing that can help us sales.
I think those high DS, those are the ones who are like the salesman in the sales gals, they want to do the deal. They want to do the pitches. Yeah, they’re not afraid to put themselves out there first. Whereas me, I just want to talk about stuff and share what I know and help and then kind of make sense. So based on that, what do you think Paige? What do you think you would be based off those four.
I’m also definitely like the committed person once I get into something like I decided I was like, I am blogging twice a week. And that’s what I’m doing and like come hell or high water. I am doing that. And so I’ve literally blogged twice a week, but like let’s say like a 97% Perfection like actually hit a nose like that posting schedule for like, five years.
Well, I I come back out when I looked at your website when it said blog, I was thinking like, oh, maybe there’s like a dozen blogs and I was like oh shit, there’s like so yeah, like it kept on going. I was like, goodness page. This is wild.
GZ written a lot of stuff. On that blog. Yeah, um, yeah, so Okay. D I don’t know if I’m so dumb. And then I don’t know, I was I again, like interactive. Yeah, yeah, I So I’m starting out. I had a podcast, stopped it for a little while and decided we were gonna go a different direction with like YouTube and it would make more sense. But I’ve actually started back up the podcast and that is again, like the interactive that’s one thing which I really loved about it was like, I could have guests on and I could just chat with people and I really super enjoyed that. Definitely the interactive and maybe a little bit of being counter type. Like I’m definitely like looking at things and no checking that everything’s okay or whatever. So
Yeah, and some people I, again, what I found and what I went through when I learned through that training was some people, most everyone has all that in them, it’s just you have higher levels of, it’s one of those. So yeah, the how this translates to sales is it’s like if you are a highly interactive person, even if you’re shy even because you can be introverted, but still be very interactive.
Networking groups and in-person may still be great for you. And if they’re if you’re a high D, then there’s more like intentional sales that might be really good for you might be really good at the pitches and different avenues for actually, you know, selling. If you’re a high scene, you’re very numbered focus, then your approach can be more about the numbers. And it can be a little more logical, instead of just saying, like, this new website is gonna make you feel like this, this new website will get you X and X.
Like I actually I interviewed someone recently on my podcast, it was all about conversions. Guess what personality type, I could tell they were a high C, it was all about numbers, it was like with this service will help boost your conversions by X and X percentage. So it is really cool that that can sue and I’m not encouraging everyone to go get a disc test, although I found it fascinating. But based off of what we talked about, I think everyone can probably, you know, be self aware about who you are, and where do you fit in those buckets. And then we can choose some marketing strategies. From there.
Yes, I feel like the thing is, that I really want to encourage people is there is a marketing strategy that you will actually enjoy, which you will not hate and which you could end if you’re currently doing something, and it is feeling like the most awful thing in the world to you, then perfect, don’t feel like you have to force yourself to continue to do that. Like truly, there’s something else for you. You can go find another marketing strategy that you don’t hate implementing, and you’re going to be so much more successful when you truly do find something that actually fits you. So again, there is I blogged other people hate writing totally, no problem. You don’t need a blog to build a book that web design business, there’s a bunch of other options. So it’s just about assessing like, okay, what are the options? And also honestly picking like, one marketing strategy? And maybe two marketing strategies, but not 10 marketing strategy sets also does not?
No, I was the question I was gonna ask you is like, how many? And maybe this is relative to the situation, how much time you have, but yeah, I will kind of wear like, how many marketing strategies are good to have.
You only need one like you, if you can nail one marketing strategy, that’s all you need. So like, when I started, I was just blogging, and I would get those people on my email list. And that was my whole marketing strategy. I just literally did that for like years. And that was my only thing that I did. Um, and when I talked to all these when I had these women as guest experts inside of my course. And I was like, Hey, okay, you’re booked out, like six months in advance, like, what are you doing to book out you and sometimes even your whole agency with clients? And they were all explaining their different marketing strategies. And so the thing to know is, everything works. So, yeah,
That’s great. No, I was just asking, like, how many marketing channels that we have, cuz that that’s all go ahead. Good.
So all those women, they had like one, maybe two marketing strategies that were booking out themselves. So like, when it came to them coming into the course, it was like, What’s your favorite recruiting strategy suite? This one, and then they would talk on that topic. And so they didn’t need 10 marketing strategies. They just needed one or two.
And that’s, I think, the big problem that a lot of people face when they think about content. It’s like, oh, no, okay. I’m going to start this thing. I need to be on Instagram, Facebook, LinkedIn, now tick tock. should probably be on Pinterest. Gotta have a podcast got. What’s that?
Oh Clubhouse? Is that even a thing now? Isn’t that, isn’t it? I think it’s gone. I think. I never even signed in. Yeah, I’m pretty sure it’s on the way out. I’ll keep you posted. Maybe I’ll talk with some some kids these days to see what’s hot. But yeah, I think clubhouse is already on the way out. But the point is, it can be so overwhelming to do all this. I totally agree. Stick with one. But here’s the really exciting thing. You can always add on more as you get comfortable with one.
Like, I started with Josh Hall co Well, I guess I kind of had three but I had already been blogging for a while. So I felt good about blogging. I had started doing tutorial videos, and then I use email marketing, but they were all basically kind of lumped in with one like I would do it. I do have Divi tutorial, I would write a short blog post that accompany that, and then I would send it out to my email list. And that was it. It was all it was like kind of three in one. But once I built my YouTube channel, I knew I wanted to do a podcast eventually.
I waited though until I had the bandwidth for and this is a biggie it’s, there’s often never a perfect time to start something but there are really bad times to start. And I realized like I would love to do a podcast but I was like I literally I just I can barely keep up with doing tutorials. There’s no way I’m going to be able to do this. So once I got good with YouTube and had a schedule for that and could bust those out pretty quick. Then I added on my podcast now. The only thing I do with them within my podcast I want to ask you about your team by the way.
I have two People who helped me with my podcasts I have my awesome VA Kam, who does the outlines description, see does the emails now for the podcast, I don’t touch those, my awesome editor Nathan, after this, I’m going to upload this to Google Drive, send the notes out, and then they’re going to take it from there. He’s gonna He’s gonna, you know, do all the files and stuff. So you can automate and delegate eventually, for some of your strategies as well to free up, you know what you want to do all that to say, you can always start with one and then add more in as you like. Yeah,
Exactly. Yeah, just, but I feel like the key is like, sometimes people, it’s like, I’m gonna look at all the things and then they don’t get good at one. And then they have like, no traction in any area. And that’s the problem. So like, yeah, decide one thing, go well, and until you get traction, and then it’s like, okay, now again, as you said, like, I have the capacity, I have a team I can, like, I’m not always just getting the thing out on time or late on posting stuff. And then you know, like, okay, if I’m doing this fairly consistently, it’s like, not a big problem, then sweet, I can add something else.
And you know, one thing I was just thinking about, too. I know, we’re kind of, we’re really talking a lot about content strategy. So I might need to re re label this episode. But it’s really valuable when it comes to marketing based off your personality, how you want to put yourself out there online, is I’ve learned that certain content works better for certain places like, podcasts is the time to take your time, go really in depth, have a good chat, have a good interview. YouTube is often best for which I do post these interviews on YouTube. And I get about probably a third of the downloads that I get off the podcast apps.
But YouTube is great for like tutorials, and maybe a 10 minute video kind of thing. And then what I’m finding with like Instagram is I’m starting to use that as just more like personal kind of stuff. Like this weekend, my wife and I were at a hockey game. And I had thought about this recently, I was like, You know what, I have this Instagram now. And I’m going to use that to just get a little more personal. I have two daughters. So I’m a little leery about getting like to Like share, I’m not going to be the influencer that she shares my whole life every day. But it was a good chance. And I just posted like weekends or for weekdays or for work, weekends or hockey games. And it was really cool. It was one of my most engaged posts. So I’m kind of running it too late. So I’m in Columbus, Ohio, so I’m a blue jackets guy. Yeah, yeah. So you’re where are you in Canada? Again?
I’m from Toronto. So I’m Toronto Maple. Okay, so you’re all the leafs. All right. Literally not one. And I think my dad, he said he was like 11 The last time they won. 60 something?
Yeah, as far as the Yeah, the Stanley Cup. Yeah. Yeah. So it will. It’s kind of interesting. It’s funny, you know, I just love hockey people. I knew I knew I liked you Paige. There was a there’s something about like the hockey people that just are so cool. hockey fans are awesome. Yeah, yeah. So we were we were at that game. And but you know, going back to like the, the idea of like, what to share what kind of content works best is, I’m experimenting with this, too. I know you’re doing it as well, you found what works for you. And yeah, I’m just kind of learning like, you know, this, like little peek into my life is a nice way to break up the typical content or sales or whatever. And just like here’s, here’s what’s going on, adds a little more personality to it. So
I can definitely tell when I was on Instagram, like years ago, and was actually posting things now. And again, the things which did get the most engagement were the more personal items, like we bought a house look at this, and like, here’s what’s happening, or I’m going home to Canada for the summer, or whatever. And like those were the things that would get the most engagement. And so I feel like at different platforms kind of suit. Yeah, different items, or types of content best. And so yeah,
And I I think nowadays, it’s more and more acceptable just to share a little bit about who you are like the fact that I am open about like in hockey, and I like Star Wars and I play tennis every once a while when I can I was a drummer, like when I talk about this stuff, it just adds another level of trust, because I have a lot of students who are like, I’m also a drummer, or, you know, like one of my closest students right now he is an actual NHL photographer. So he’s out in Colorado with the apps taking photos all the time. So it’s really cool. Like when you put yourself out there adds another level of of not intimacy, but I guess transparency with your clients, which,
Yeah, because when I mean we’re just like faces on the internet to people. And then anytime I get on a zoom call with like a, like, say a student one to one, they’re like, oh my god, she’s talking back like she exists. She’s a real human or like, in the past two, and they always say that something along those lines. And I’m like, Yeah, and I’m like a real person. And I feel like yeah, what do you add those like personal aspects and it stops you from being like face on the internet that kind of doesn’t really feel like a real human and makes you into a real human. So
Yeah, and that that worked really well. For me when I was just a web designer getting clients to I was all I always made it a point to be professional, but I would never steer clear of what I was up to or what was going on. You know, if I was getting married, or we were having our first carrier or whatever it was, it was a war of I would just got back from a jackets game that week. I mean, I wouldn’t say like I’m hungover and it was an awesome game, but I would say I was at the jackets game last night.
So you know, there is a there’s a lot of value nowadays. With being real and being authentic, yeah, keeping your professionality Sure, but it’s really cool. I think it’s really exciting, particularly when it comes to content marketing and social media. Yeah, I have two questions real quick about, I want to ask about your team, because you’ve been saying we, and I’m curious about who we is. I also wanted to ask about what other What do you guys found out in your research with other platforms? But yeah, let’s start out with the team. So who is who is we what’s behind?
Okay, so we is there’s currently five of us. So that is myself. And then we have our customer service girl. Aney. Then we have a tech VA Nikki, then we have an online business mentor, Shaundra. And then we have our content girl who is Dean, she’s been with me the longest. She actually started off as like just customer service and tech VA. Actually, she was like the both of them together. And then there was one point couple years ago, Squarespace released a whole new version of their platform. So I had to go fully record a course literally. And we were about to launch it. And I was like I have to do Oh, no, it was a nightmare.
I’m not alone. That’s happened to a lot. Well, so one of my one of my good buddies, I feel like with Zapier, which is a tool where you can connect so he did his app, your course and they changed the whole back in like a week or two before it was gonna launch. He was like, Dude, I didn’t have ave a course. But I have I did a Google Analytics video, which was still my most popular video. And they changed the the back the back end of new analytics, like two weeks after I launched, I was like, Are you freaking kidding me?
Yeah, exactly. When watches or like new things roll out. Most people are like, Hey, new features. And I’m like, No,
I gotta record the record. So yeah.
But anyway, so going back to what Dean does. So she was my customer service tech VA. And then I was like, I need to record this entire course. And like, we’re always ahead on our content schedule. Because like number going into a launch, I was like, I need help with blog content, like, here’s some ideas. Can you like, I don’t know, whip up some posts. And she was like, yeah, totally. And she like birth and post. And I was like, Well, those are pretty good, actually. And so she basically slowly but surely became the person who like, she’s like, we think about the ideas together. And then she’s going to head and she’s actually like, outlining and fleshing out and like writing the posts often, and then even also, like helping with like YouTube scripts, or like, when we’re gonna start the podcast, she’ll be like, pitching guests and all those sorts of things. So yeah,
Awesome. Yeah. I was gonna curious, whenever anyone says we, with any sort of personal brand, or an agency, I’m always curious, like, is that like two people? Or is that like 20? Which, again, being that you didn’t want to have the agency route? I didn’t figure it was a massive thing, which is another cool thing about now just a small team.
Yeah, I, even to this day, still, I’m just like, I love my team. And I love them as people, but I’m just like, God, I just want freedom. Like, I don’t want meetings. Like we literally have meetings, like, once a quarter or something like we go to meetings.
Often there’s no reason if you don’t like there’s no reason to have a weekly meeting if you don’t need it. Like I same thing with my with the folks who helped me with the podcast, we did one like catch up call at the end of the year in 2021. Maybe we might do another catch up call at the end of 2022. I don’t plan on unless they have ideas which they’re open to send me we really don’t need to have a team chat necessarily. And I mean, I do try to keep you know, connection and spark alive and all that. But
That sounds fun. Like just meetings in general. I think this comes from my frustration immediate specifically came from one job. So when I first got to Germany, there was like, oh, there was some bilingual kindergarten that needed like an English speaker. So I was like, alright, I’ll show up and like talk English to some five year olds fine. Because I didn’t know what I was doing with my life yet. And so this kindergarten would have meetings with all the staff, and then there would be like, they would vote on everything. And it was. And it was like, for the Christmas, should we put the Christmas lights inside or outside vote? And I’m like, why am I here? Why?
What a waste time?
So annoying. And again, I was in Durban, I just got to Germany. So I like didn’t really understand what was happening. I was like, why am I here? Like you are paying me to sit here. And I’m hating every moment of this. And this is completely useless. Like someone just decide where to put the Christmas lights and call this day like milord. So yeah, that it was from that I was like, nobody, it’s unless there’s a reason we’re not having immediate, like, we can have a time set for meeting so that we don’t have to organize a time every time but like, we’re only having a meeting if someone’s like, oh, I need to talk about this thing. Not because they’re just meeting on the calendar.
Yeah. And that’s the beauty Bell entrepreneurialship now is this break from the corporate world? Meeting cancer that has spread? This is why a lot of people hate. I mean, I don’t know anyone who came from the corporate world. It was like, Yeah, we had, you know, awesome meetings all the time. Now everyone hates meetings, especially if they’re useless. So now so you guys did this, this poll about marketing strategies and stuff. What else did you guys find out because I know a lot of people a lot of my students have talked about LinkedIn. Yeah, and I think this gets back to like where are so we talked a lot about content strategy. We kind of know who our clients are. So for the average web designer, you have to ask yourself, Where are my clients gonna be? Where are they hanging out? Did you guys find out some of that in your research?
Yeah. So um, the interesting thing is we have, we’re still doing the survey, I’ve taken like little peeks into the data and everything. But we haven’t come up with, we’re gonna write a whole in depth blog posts, which is going to define like all the like, keys that are like really, the most successful web designers all have like these things in common and everything, but we’re still actually doing survey. So it’s not done yet. So if anyone who’s listening to this as a website designer, you can go to patreon.com, forward slash survey, and we would love for you to complete the survey. And then we will also send out our like, full like results and like takeaways from the survey at the end, we’re going to be releasing that I think, within a month or so. So yeah, I’m sorry, I don’t actually have all these like super interesting insights. I’ve just taken peeks of the data, but we haven’t actually…
I was just, I was just looking because I think we’re recording this in mid January, I think this one will probably be out probably about a month from recording day, so probably about mid February or so. So maybe that’ll be done by then. But I was just kind of curious, even so far what you guys have seen just because it’s fascinating. And again, this may also depend on if somebody listening has a niche somewhere, if you’re appealing to just, you know, if you’re working with like female entrepreneurs, coaches, then they may be on Instagram. If you’re working like a product based type of ecommerce store, then maybe Pinterest is a really good way to go.
If you’re, you know, like for me, a lot of my businesses and clients were local businesses and small businesses. So I did a lot of in person stuff. I love going to my networking group and going to meetups and stuff like actually, in, you know, face to face. Although now, you know, we live in a zoom world, which there’s still a lot opportunities for that with zoom as well. So I think it’s a really important point, when you think about your content strategy. Where are the people you want to, you know, you for them to buy your stuff like where are they hanging out? That’s probably a good point. Yeah. Yeah. Did you ever think about that? I mean, obviously, you were writing stuff for Squarespace. But when you were getting clients, did you ever think about that? Because I would imagine you were attracted to di wires, right? As a web designer?
Definitely attracted some DIYers from the fact that I was posting like free blog posts on like, here’s how to XYZ, whatever. I did also try to think about like, Okay, if someone’s What are blog posts that would lead someone to want to actually book a service provider. And so it’s like, okay, that’s things like things to look out for, like red flags, when you’re hiring a website designer, like average pricing and have like websites when you’re working with a website designer versus, like, Andre point, or something. So think through, like, what are the questions that they would be asking to then write blog posts that would truly be targeting not just the DIY, but also the person who is actually looking to hire someone.
That is a really important point, particularly for web designers who want to do content, because what I’ve seen a lot of my students do and, and I did this a little bit when I started blogging is they write content about stuff they know. But then they end up attracting other web designers or DIYers who are not going to spend a dime with them. So you do have to be very intentional, like if you’re going to talk about web design related stuff, make it what clients would be interested in, like Top Tips for SEO or conversions. Or, you know, if you’re going to talk about tech, yeah, five tips for a web, a WordPress web designer, and look for Squarespace in your example, like that is really, really important. Because yeah, you gotta be careful about who you’re gonna attract. Yeah.
And that’s true. Because yeah, I definitely did a lot of like, kind of, like, behind the scenes, business things and like, I don’t know, my processes or what I was doing or whatever. And then I attract a lot of website designers, which I was not expecting. And I would just go through my email marketing, I would like, just look at the emails that were coming in. And I would see like the ad whatever.com, I would just go see firstname.lastname@example.org was and I was like, Jason, these are so many website designers. And then we do an annual survey on my business to figure out like, who’s following and what are their problems and all those things.
And then at some point, just ask like, Are you a website designer? Are you just this this this, like the number of website designers, I was like, My Lord, like, I didn’t intend to attract these people. But I did. So Yeah. What’d you write content about? Like, there’s a lot of things within the like, tech tutorials or running a web design business or whatever, where you could attract different types of people based on exactly what your content is about. So again, yeah, thinking about who is the person who I want to work with? What are the questions that they have? What are their current hangups or situations and trying to write a post for that.
And even going a step further with that, I’ve found it to be really, really important, particularly like the first heading on your website, or a description about your business is about to put your ideal target clients in there as well. When I was a web designer, I specifically said small and medium sized businesses, so that attracted a lot of small and medium sized businesses, which were perfect. I did not want to work with a big enterprise client. Speaking of meetings, like Oh, my God, and I worked with a couple like big nonprofits and same thing meeting for I remember having to do like a zoom call and I’m like, why am I here? I am. I should literally not be here. I think one of them I said I had to go. I just got there. Because there isn’t even a website they were talking about, like internal stuff. I’m like, I should not be listening to this, I should not be here.
So there’s there’s some of that. But also the other side of that are like startups or people who have a solo business who, you know, maybe I’ll work with them, but in established businesses ideal for where I’m at, you know, when I created that verbiage. And then what’s interesting about that is, when I launched my podcast, I wrote that because the intro is how to build a web design business that helps give you freedom and a lifestyle you love. And I was very intentional about those two words freedom, and the lifestyle you love. Now, does that mean you’re a parent? Does that mean you’re single and want to travel and have more freedom?
It doesn’t matter, freedom and lifestyle you love works for everybody. And what the reason I say that is, a lot of people who have come in my courses and my coaching community, which is my web design club, have said that, like I was working in a job, and I wanted to have more freedom and or I became a parent. And now I don’t want to commute and I want to be able to stay at home and work hours that allows me to see my kids. So that was really big for me too. So that all the content and all the sales strategies that I do lead back to this. And it’s very clear about that messaging, I want to take us too far on messaging, but it is really important content.
Oh, important. Like I was just looking, researching, like a podcast topic that I wanted to be podcasting on. And I was looking through and I was like, awesome, there’s literally nothing that would hit the vibe of the person who I want to be working with. Because these are all like, this is just not I don’t know, just looking at even the covers, I was like, No, my people wouldn’t listen to that one. Listen, that one listen to that, like it just doesn’t look like the thing that they would be interested in, in
Until you found the Josh Hall web design show. And they’re like, there’s my competition.
Exactly. Um, but yeah, and so it’s just truly like, people also the interesting thing I have attracted a lot of people who have moved abroad to be with her husband or boyfriend or something, which is like, obviously, my story is resonating with someone. They’re
Like, what a commerce, we’re like tying every little tangent we’ve had into this idea of of selling that that’s based off your personality. Because yeah, like with you just getting a little more personal about your story. Like when I looked at your about page before this talk, I was like, Oh, that’s really cool. That’s a cool story. Like everyone, every web designer has a cool story. Share that don’t be afraid to share that with your clients.
I agree. And so at the very beginning, I was definitely nervous about the fact that I was like, Oh, I’m in Europe, like I’m really far off from the timezone that like, all the American Canadian clients that I would be working with are and like, I kind of actually thought like, maybe I should hide that. And when it came to brand photos, I was like, No, it needs to be like American looking or whatever. And then now the most recent brand photo shoot, I was like hell now I’m going like fall into this Europe thing. Like I took photos in a place I liked. It’s actually in Germany, but look like Paris. But anyway. But yeah, so I really like leaned into the like, Okay, this is my story. This is my life like, and the right people just get attracted. I have also attracted a lot of a lot of moms who just had babies, and were like, my job does not work for me. Because I don’t have kids. So anyway, so
I’ve got I got a quote for your page that I think you may have heard it already, but it definitely encapsulates what you’re talking about. And that is Your vibe attracts your tribe. So yeah, you know, yeah, you know, you had that when I heard that it really made sense for what I’ve experienced. It’s, it’s kind of interesting, because at first my audience was primarily dudes, but I actually I was looking recently at my analytics and stuff, and it’s actually like 60/40 Now I’ve got a lot more female entrepreneurs.
But I mean, I try particularly for like my podcast to get a good balance. But it is interesting, like the way you present yourself your messaging because I think the idea of freedom and a lifestyle you love, in my case appeals to stay at home moms too, for sure a ton of gals in my web design club who are in that position or their leave, like you said, leaving the corporate world they want to travel while they’re in that season of life. Like it’s I don’t know, it’s awesome. I think it’s I think it’s cool.
Honestly, when I think about also the thing which I’m going for I talk about like having a job that works like with your work life balance dreams, not against them. Same idea, freedom, lifestyle that you actually enjoy, like having a job which works with your life, that sort of thing. So yeah, same idea really.
And it all goes back to content and selling you know how you feel comfortable selling it, but again, I do want to bring this up again because I think it’s really important cuz I I know a lot of my students are terrified to go to like a networking group. But I will say, so was I, I neglected going to a networking group for months and then I finally did it and yeah, I was nervous the first time I got up and had to do my little like, 32nd elevator pitch. I was shaking. I was nervous. That despite me being really interactive. I was terrible on a group like terrible. I was great one on one. I’d go to a coffee shop with a client, have a blast, have a chat. I could talk to a few people show them stuff but as soon as they were like five or 10 sets of eyes on me, I was like oh deer in the headlights kind of look.
But I got more comfortable and I got better. And then next thing I know I was leading the group. So it’s really important to to have a look, you got to branch out of yourself, but definitely know what you’re interested, I think you’ve hit you’ve talked about this a lot. If you dread doing something, or as a marketing strategy, don’t do it. Like, or just change how you do it like with Instagram, I, to be honest, just a few months ago, I was like, I don’t feel like posting anything to Instagram. But I wasn’t posting stuff about what you know. Now I’m kind of using it as more of a bit of a more personal avenue for my brand. And now I really like it. I love that about that.
So yeah, that’s really good.
That’s great. Well, Paige, this has been awesome. Spend a quick our I feel like we could we could definitely go into this for a lot longer. But I think we’ve really talked a lot about content strategy and doing the right types of content for our personality. We talked a little bit about self awareness and disk, which I know you haven’t exactly gone through, but it sounds like I would imagine some of the trainings you’ve been through have been different versions of that maybe with just whatever personality types, you know, we have, I do have a final question for you. But before we get to that, where would you like my audience to go? You’ve got obviously, shocker. A lot of blog posts they could check out. I don’t know of too many of my audience are going to be interested in Squarespace specific stuff. So is there a resource for like maybe business or marketing or you know, something, a website where it’s like, yeah,
So on the blog, there’s a good actual mix of like Squarespace related posts. And then also just like managing and running a web design business, and how a lot of our students are like implementing these different strategies to be very successful. So there’s still definitely information if you want like web designer in general, not Squarespace specific, definitely paigebrunton.com/blog has literally hundreds of things that can help you. And then also, if you’re interested to figure out like, which client finding method matches like me the best, then you can also go to paigebrunton.com/quiz. And that’s where you can find all out about, you can tick the boxes, it’ll tell you like bomb this fits you perfectly.
Yeah, we’ll definitely like both of those. And to have the quiz in there. I think it’s a great resource. I’m kind of curious myself, even though I feel pretty self aware about where I’m at what I’m doing. But I’m fascinated by that. My last question for you here, Paige is how has your content strategy and the way you view sales changed in your experience? Oh, man, that may have been two in one. So maybe that maybe a better question would be, how is your view of sales in particular, in marketing changed?
Okay, how’s my view of sales changed over time? I see it more. Now. At the beginning, I definitely felt like the sleazy, like, pitching and like, this is uncomfortable. And I don’t want to pressure anyone into buying anything from me or whatever. And now I see it as like, this is an invitation, this thing is sick. I mean, you’d probably only be selling things that you think are genuinely amazing. And so like, I sell things, which I think are amazing. And then I’m just like, Yeah, this is awesome. This is like change these many people’s lives. Clearly it works. So like,
Sick may not be the best sick may not be the best terminology nowadays. So yeah. Awesome. Yeah. Something like
Good point. Awesome. Yeah. And so yeah, here’s this like, it’s open, you can come get it. If this feels like the right thing for you. If this feels like what you’re called to get then awesome. I would love to have you basically. And so I really see sales now is like have this amazing offer. You could take it you could leave it like whatever you choose totally fine by me. But like, yeah, go ahead.
That’s well said beautiful. Gosh, what a blast. This was really fun. Paige, I really enjoyed this chat with you. Thanks for taking some time. I know you recently moved. So I’m sure he got a lot of unpacking and a lot of planning to do. So I don’t want to keep you too much longer. But yeah, this is really cool. Thanks so much for for sharing your expertise and your journey. Again. You’re my first Squarespace colleague. So that’s really cool. So I’m also really excited about your podcast. I can’t wait for you to get going on that.
Yeah, I’m thrilled about it, too. I’m excited to release it soon. So yeah,
But what’s that gonna be called? What’s up?
I’m probably changing the name. So it was the online business besties podcast again, very much the vibe attracts your tribe, but that name right there. I think we’re actually gonna be changing the name because it’s going to be a slightly different focus. So I will. Yeah, if you just search page brunch and the podcast app, you can probably find me.
Cool. Yeah. Anyway, I’ll have you ever want to pick my brain? Count me in for an interview because I would love to come on.
Definitely. For sure. Absolutely.
Awesome. All right. Thanks, Paige Talk soon.
Thank you, you as well.
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