Connect with Krystal Archibald from SOCL

Krystal Archibald

founder, SOCL Media

SOCL (pron. social) is a full-service, female-led digital studio located in Ottawa, serving clients across Canada and beyond.

Our sweet spot is in our signature strategy-first process.

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Email

krystal@socl.ca

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Call or Text

(613) 407-0704

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Office Address

6-430 Hazeldean Rd. Kanata K2L 1T9

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Don’t market to your customers ✖️ Now that

Don’t market to your customers ✖️

Now that I’ve got your attention, hear me out.

What I mean is you shouldn’t necessarily *only* market to your customers or potential customers.

Especially if you’re a service-based biz.

Think about what step(s) a customer may make before they need your service?

➖What actions do they take?
➖What are their needs?
➖Where do they get stuck?

➖And most importantly, *WHO* are they engaging with before they need you?

We had a session yesterday with two clients who get a whopping 60% of their revenue from referral partners but only focus their current messaging, website and marketing on the customer, coming in at only 40%.

And, to boot, the referral partners are bringing in the highest quality leads.
OVER AND OVER.

They obviously want more of those….

Now don’t get it twisted, we are still designing the strategy - and everything it entails - around the end customers’ experience.

But, what if we marketed to the referral partners too?

What if we created a funnel that spoke their industry language, tapped into their experience and the problems they need to solve for their clients and lays exactly how the business helps to do that?

What if we engaged online with people who fall into the referral partner category and what if they were directed to this industry-specific content instead of just a generic home page?

I’d be willing to bet that they’d close more high-quality leads, more often, with a lot less energy and ad spend than trying to fight for a single customer conversion.

If your business is big on referrals, market to them too. If you’re not sure how, let’s talk!

Happy Friday! 🤍
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📸 @taniablakecreative
📍@headofficeottawa
#ottawabusiness #canadianbusiness #canadianbusinessowner #ottawawomeninbusiness #myottawa #localottawa #torontowomeninbusiness

The marketing cards are in your hands 🃏 Most

72% of founders deal with mental health struggles

72% of founders deal with mental health struggles (StartUp Snapshot, 2023).

Probably closer to 100%, amirite?!

Hands up if 2023 has been torture for you in one way or another 🙋🏻‍♀️🙋🏽‍♀️🙋🏼‍♀️

Question: What are you doing to stay sane?

When life hits, it hits hard.
This summer has been a LOT.

Dealing with a health issue,
coping with a significant loss,
caring for aging family —
all while trying to run businesses
with families of our own.

The perfect recipe for a mental breakdown, right?!

I know everyone deals differently but here’s what I do to fight the urge to curl up into a ball and cry at any given moment:

- Soak up some sunshine. When I’m feeling down, I’m always shocked by how much better I feel if I just sit in the sun for 15 mins to reset. Go outside. ☀️
- Find the water. A lake, the river, a creek, a pond, a waterfall, the bath, the TAP — whatever. Feel the water on your skin, wash your face, put your feet in the water. It’s an instant source of calm. 🌊
- Be grateful. When sh*t hits the fan, I have to freakin’ FORCE myself to step back and look at the big picture. We have life, a family, an amazing team and awesome clients. Life is good.
- Remember we are just human. Life happens and it goes on. Dwelling on things you cannot control only adds to the self-torture. Easier said than done, I know.
- Talk to someone. My business networking group is great for this. I call it business therapy. Everyone is going through it and when you can find others who relate, you feel less alone. 💕
- Eat something GOOD. For me, the ultimate dopamine hit is great food. I can’t cry and eat a taco at the same time, right? 🌮

It may not seem like much but it keeps me going.

As business owners, we are stressed but we’re also responsible for our mental health — or lack there of.

Whatever brings you that moment of peace or allows you to find the joy in the right now, do it!

Your sanity and your business will thank you.
❤️

If your marketing leans on paid ads and using a so

If your marketing leans on paid ads and using a social link service — like LinkTree — you’re losing out on some of the most valuable marketing data available to you.

The first c̶u̶t̶ click is the deepest.
And the first click needs to happen on your website.

Here’s why:

📲 The first click tells everything about their intent.

-> The first action taken by a visitor to your website can tell you a lot about why they’re there and, by properly collecting that data, you can effectively retarget them based on that intent.

📲 The first click is the one that happens most often.

-> It’s all downhill from there. Page view stats tank after the first click, people don’t stick around. To truly optimize pixel data, you need lots of it so capture users as early into their interaction with you as possible.

📲 The first click is your only chance for a solid first impression.

-> When you use a link service, you have almost no control over how that page looks. When you build the page into your website, you call the (visual) shots.

📲 The first click can help your organic SEO.

-> By giving the user link options within the website, you can keep them engaged and clicking through your website longer, and Google LOVES that.

Your link page can be as simple as 4 buttons or it can be more intentional with alerts, opt-in forms or trending products.

Stop giving away that first click.

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#ottawabusinesswomen #canadianbusiness #localottawa #ottawabusiness

How does your bottom look? 👀 Uh. Hold up, let m

Working client website projects = 😁😁 Working

Working client website projects = 😁😁
Working on our new website = 🤦🏻‍♀️🤦🏻‍♀️

That said, we’re getting there!

✔️ Photo shoot booked for the end of July.

✔️ Branding is done and on point! Wait until you see what the incredibly talented Amber from @sweeney.curations has crafted for us. 👀

✔️ We’re using the new website to bring back our handy Resource Hub — and we’ll be updating all its content for 2023! You know how quickly things change.

So while we work away on our website, here’s something you can do to improve yours today:

Try adding call-to-actions in multiple formats throughout your landing page. Hyperlink text, use traditional buttons and try something different like an arrow → with hyperlinked text

Install a heat map software to watch how website users interact with these call-to-actions so you can see what’s working, what isn’t, and make adjustments based on your specific audience. ✌🏼

Say Hi on IG @socl.media

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