Tune in to hear how Pam Roussell coordinates her social media and email marketing efforts, her advice for finding your people, and tips for getting the most out of Constant Contact, even as a non-techy person.
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Episode Highlights
Inflection points from the show
[00:53] Desperation, ain’t it: Dave Charest, Director of Small Business Success at Constant Contact, shares a story about how colleges marketed to his twin daughters for enrollment. He explains why desperation isn’t the way to draw in your audience.
[03:43] Stronger together: Dave hopes that through sharing stories of other businesses and their struggles, you’ll pick up some helpful tips for being strong — and not desperate — in your own marketing.
[04:47] The purr-fect fit: Dave introduces Pam Roussell, owner of Purrrfectly Holistic. After a highly successful yet unfulfilling career in the fitness industry, Pam started Purrrfectly Holistic to treat the root causes of cat ailments.
[07:49] The money split: Pam’s cat boutique is 100% online. About two-thirds of her revenue comes from services such as consultations, reiki, and animal communication, with the remaining third coming from cat health products.
[11:30] Making the leap: Pam has been in business for over seven years but only made the full-time leap with Purrrfectly Holistic in the last year. She was rewarded for her leap of faith: her revenue jumped significantly within the first 30 days of going full-time.
[17:44] Find your tribe: Pam credits her friends in the industry for allowing her to “hitch her wagon to their star.” Through networking and getting around the pet care industry, she found the people who would eventually become her champions.
[22:33] Meet the customer where they are: Through moments of downtime and meditation, Pam creates new offerings for her customers. She also listens to her client base’s suggestions on what workshops they want to see.
[26:27] Minding the gap: Being open and honest with your fellow business owners can pay off. Pam struggled with tedious tasks until she discovered her friend used a virtual assistant to clear the drudgery.
[39:08] Don’t reinvent the wheel: “Hang around smart people” — this piece of advice has stuck with Pam over the years. Other people have likely faced your challenges and can help you faster than you can figure it out yourself.
[46:18] Consistency is key: Keep a steady schedule when communicating with your audience. Pam sends three emails per week and pairs them with coordinating social media posts.