Real Life Examples of Genuine Relationship Building That You Can Apply in Your Marketing

Part 3 of 4, Getting to know my email subscribers with #CoffeeAndAMarketingTip

How well do you know your email subscribers? Or your followers on Instagram? 

Can you name the types of jobs they have? Picture where they live, and what they do to relax? Do you know what they’re struggling with? The common challenges they share? Why they follow you or read and watch your content in the first place?

You might know the answers to these questions about some of your longest, most steadfast followers, but what about new ones you’ve gained since expanding your reach and growing your online presence?

I’ll admit that as I grew my email list in 2019, I started losing touch with who was actually on it.

I had tracked how these new subscribers found me… whether they had signed up for a marketing master class or discovered my work through my free audience worksheet.

When my list contained 300 people, I could walk you through them, name by name, telling you who they were and why we connected. Once my list grew to 2,500, however, most of the names in the list were unfamiliar.

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As a marketer who prides herself on incorporating a human touch, I didn’t feel comfortable with that. How can I best serve my audience when I don’t know what they really need?

For all of my clients, I emphasize the importance of knowing who you mean to receive any marketing message. As a service provider myself, I felt I had an obligation to get to know my subscribers again.

How could I encourage one-on-one conversations that gave me that in-depth picture? How could I begin to build more genuine relationships through my marketing?

Did you miss Parts 1 & 2 of my Genuine Relationships series?

Go read about:

That’s why I developed my #CoffeeAndAMarketingTip chats.


I decided to open my calendar one morning every month, offering three free 20-minute calls to ask me anything marketing-related.

The caller would get some free marketing advice, and I would get to know what’s on the minds of my subscribers.

Before the COVID-19 crisis caused me lose sleep and wake up with stress migraines, I ran five months of #CoffeeAndAMarketingTip calls.

These became a truly delightful and inspiring part of my monthly routine. 

I talked to an author whose old blog had some traction but didn’t reflect her new focus.

I met a Virtual Assistant who was trying to better define her offer.

I spoke with a musician wanting to enter the wedding industry. 

A choreographer looking to refine her pitch to presenters. 

And a visual artist trying to sell more original art on Instagram.

These coffee chats were short, fun, productive and pitch-free. They were given a marketing next step, and I was given greater understanding of their hopes and challenges and experiences and common traits.

I was heartened to learn that my email subscribers, even the strangers, are kind, thoughtful and care about how they show up to serve. They are largely creative, comfortable writing, speaking, leading, crafting, making. They tend to second-guess themselves when it comes to promotion or sales. They don’t want to be pushy. They know how they want to serve but maybe not how to explain it. They don’t want to waste time trying things — they are willing to invest in a strategy that’s smart and can work.

All in all, I’m pretty dang happy about the people who read my emails! These conversations affirmed that my messaging is attracting my ideal client and probably repelling those who aren’t a fit.

Better yet, these conversations allowed me to tailor marketing content and communications with deeper care. I brainstormed brand new products based on these talks (ahem, my Marketing Starter Kit), because I knew what questions were on their minds.

#CoffeeAndAMarketingTip made me ever more certain that my Confident + Consistent Marketing group program was something special. That a combination of watch-on-your-own lessons and live, hand-holding coaching would be the best way to energize and activate their best marketing.

And they’ve opened up word-of-mouth referrals as well. These short conversations with almost strangers made us feel closer, connected. They built genuine trust and camaraderie, which, in turn, made them feel more comfortable referring my services to friends and colleagues. 

Sixty minutes every month and what results!! What might YOU do in 60 minutes a month to get to know your people better? 

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A lot of us are swinging between overwhelmed and ready-to-create. If now feels like the time to invest your focus and energy into your company, this step-by-step framework will help you assemble the 5 fundamentals in modern marketing FAST.

FIND YOUR FOREVER FANS

If you don’t know who your ideal client, customer or audience member is, chances are you’re wasting every minute you spend on social media, emails and more.

That’s why we created a worksheet to help you better understand and locate your ideal audience for every service or product or event you have. Totally free to use again and again!

    I strategize, consult and manage digital marketing and communications for small businesses and creative entrepreneurs. I’m based in Brooklyn, because I have a thing for exposed brick, cozy, local coffee shops and the can’t stop, won’t stop energy of New York.

    Because I work with small companies, I get the chance to really know my clients – what makes them tick and how and why they should stand out in a crowded marketplace. A lot of my clients have a smaller staff, a limited budget and are already stretched thin for time. This leads us to tailor marketing strategies and solutions to each company’s unique needs and actual capacity.

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