Holistic Narrative

Yes, you read it right - how much of your business do you own? I often hear that I don't need a website; I have social media.

But what happens when content gets deleted? Or an algorithm change? Or ownership changes and it completely changes the platform?

I can empathize with how feeling like you have to do everything can become tiresome rapidly, but not just adding something else to the plate. Building a small business website will be the foundation of your long-term success.

We have all heard the saying if it's not online, it doesn't exist, and while so many people take that idea and make social media their sole focus, a true focus needs to be placed on websites, blogging and actual ownership of your content.

Social media sites can shut down anytime and don't need to tell you first. And they certainly do not need to notify you of any significant changes.

These changes or losing your account comes with frustration - all the time and effort you spent on your content and building a following. Not only is this frustrating for you as a business owner, but it's also frustrating for your customers who are now searching for you.

Of course, having a website is just a start; ensuring it is optimized for your target consumer and their needs are just as important as bringing in the right traffic. The good news is you're already writing content with your social media posts. So it's something you are accustomed to. Now you can focus on expanding those pieces of content and ensuring that user experience and search engine optimization are at the forefront.

Your website will give you longevity for your content and data points in the form of analytics.

And this is not a "diss" of social media. Social media is still a great way to reach people who might never find out about your business. But why limit yourself to just that?

Here’s why it’s okay that the marketing framework you purchased isn't working.

There is a difference between a framework you can evolve with and a purchased framework that acts like a step-by-step guide.

Since their customers are not your customers, you need to be able to pivot within the framework taught. There is not one way to market your business.

Still, marketing frameworks are essential; they guide marketing efforts. You can then outline your strategy and determine what tactics you want to include. It also allows you to be flexible and to iterate based on your specific business needs. Here are my favorites:

Buyer’s Journey

Awareness: Your buyer becomes aware of the need or problem they want to solve.

Consideration: Your buyer learns more about their options and starts to decide which is best for them.

Decision: They buy and experience the results in the decision stage.

Marketing Funnel

Top of Funnel: Attracting attention and generating interest in a product or service. You are making the customer aware that there is a solution to their problem.

Middle of the Funnel: As customers become engaged with your business through content that begins to solve their problems, you have captured their attention (and possibly their information). They can begin to consider you when they want to solve their problem.

Bottom of the Funnel: Customers are ready to make a decision and with the help you have provided them along the way, you are the first name they think of. Once they decide, you want to ensure that you delight them.

Flywheel Model

At the center, we still have three stages, but the focus is to make it as easy as possible for the customer.

Attract: Content and your potential customer being able to find you is the focus. Your content should be valuable, helpful and easy to find.

Engage: Create a meaningful relationship with your customers and potential customers. Let them learn about your products and services on their terms and provide them with ways to engage with you.

Delight: Continue to delight your customers’ past purchases. Examples of this are your customer support, rewards programs, nurturing campaigns or user-generated content.

Are you over frameworks?!

Marketing frameworks are essential; they guide marketing efforts. But there is a difference between a framework you can evolve with and a framework that is supposed to act as a step-by-step guide.

Since their customers are not your customers, you need to be able to pivot within the framework being taught.

Here are my favorites.

Buyer’s Journey
 
Awareness: Your buyer becomes aware of the need or problem they want to solve.

Consideration: Your buyer learns more about their options and starts to decide which is best for them.

Decision: They purchase and experience the results in the decision stage.

Marketing Funnel

Top of Funnel: Attracting attention and generating interest in a product or service. You are making the customer aware that there is a solution to their problem.

Middle of the Funnel: As customers become engaged with your business through content that begins to solve their problems, you have captured their attention (and possibly their information) and they can begin to consider you when they want to solve their problem.

Bottom of the Funnel: Customers are ready to make a decision and hopefully, with the help you have provided them along the way, you are the first name they think of. Once they make their decision, you want to ensure that you delight them.

Flywheel Model

At the center we still have three stages, but the focus is to make it as easy as possible for the customer.

Attract: Content and your potential customer being able to find you is the focus. Your content should be valuable, helpful and, more importantly, easy to find.

Engage: Create a meaningful relationship with your customers and potential customers. Let them learn about your products and services on their terms and provide them with ways to engage with you.

Delight: Continue to delight your customers’ past purchases, whether that is your customer support, rewards programs, nurturing campaigns or user-generated content.

Using frameworks like this will allow you to outline your overall strategy and then determine what tactics you want to include, allowing you to be flexible and to iterate based on your specific business needs.

👉 SWIPE. This week, September 28 - October 2, 2020, is 's Weight Stigma Awareness Week .⁠
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If you have experienced weight stigma - I'm sincerely sorry. It was never your fault and the dehumanizing feelings that came along with it, you should have NEVER had to experience. ⁠
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I have linked in my bio weight stigma FAQs, which were released by , including the answers to questions, such as; "where are some examples of where weight stigma occurs," "I'm thin and have never been in a higher weight body. how does weight stigma affect me," and "how does the eating disorders community perpetuate weight stigma?" It is an excellent resource for those who want to learn more information on the week and how to talk to others about it.⁠
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Together, we can eliminate weight stigma and discrimination.⁠
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I am sharing my experience to help and spread the message that all bodies are worthy. I learned of Weight Stigma Awareness Week last year in the midst of reading Health at Every Size, and it was like it came together in a crescendo. ⁠
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Last year's campaign was , and it was perfect for the woman who was still reminding herself that I could take up space. Because I had previously never felt worthy of doing so.⁠ And it now felt like I was retraining myself to do so.⁠
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(𝘈𝘯𝘥 𝘪𝘧 𝘺𝘰𝘶 𝘯𝘦𝘦𝘥 𝘺𝘰𝘶 𝘢 𝘳𝘦𝘮𝘪𝘯𝘥𝘦𝘳 - 𝘺𝘰𝘶 𝘤𝘢𝘯 𝘢𝘭𝘭𝘰𝘸 𝘺𝘰𝘶𝘳𝘴𝘦𝘭𝘧 𝘵𝘰 𝘵𝘢𝘬𝘦 𝘶𝘱 𝘴𝘱𝘢𝘤𝘦, 𝘺𝘰𝘶 𝘤𝘢𝘯 𝘢𝘭𝘭𝘰𝘸 𝘺𝘰𝘶𝘳𝘴𝘦𝘭𝘧 𝘵𝘰 𝘵𝘢𝘬𝘦 𝘶𝘱 𝘴𝘱𝘢𝘤𝘦, 𝘺𝘰𝘶 𝘤𝘢𝘯 𝘢𝘭𝘭𝘰𝘸 𝘺𝘰𝘶𝘳𝘴𝘦𝘭𝘧 𝘵𝘰 𝘵𝘢𝘬𝘦 𝘶𝘱 𝘴𝘱𝘢𝘤𝘦.)⁠
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I made a promise that while I was still on my journey (and honestly, I always will be) and was learning (which I still am), I wanted to do everything in my power to add to the conversation so that we can all root our choices in self-love. I'm proud it has resulted in Holistic Narrative a year later.

𝗡𝗼, 𝗿𝗲𝗮𝗹𝗹𝘆, 𝗱𝗼 𝘆𝗼𝘂 𝘄𝗮𝗻𝘁 𝘁𝗼 𝗸𝗻𝗼𝘄 𝘄𝗵𝗮𝘁 𝘁𝗵𝗲𝘆 𝗮𝗿𝗲?⁠
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These sound like a lot of my conversations these days as I do more research on the topics surrounding Holistic Narrative. 🤣 I'm sorry, friends.⁠
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PS: (Shhh, no judgment, I had to! 😬) If you are interested to learn more, listen to the newest The Holistic Narrative Podcast episode 𝘛𝘩𝘦 𝘚𝘤𝘪𝘦𝘯𝘤𝘦 𝘉𝘦𝘩𝘪𝘯𝘥 𝘞𝘩𝘢𝘵 𝘪𝘴 𝘉𝘰𝘥𝘺 𝘐𝘮𝘢𝘨𝘦, where I am discussing these aspects, a study that asked women how many years they were willing to sacrifice for their ideal body and the factors that affect body image. Prefer to read? Check it out on the blog.