Recently, we were lucky enough to pick the brain of entrepreneurial coach and bad@$$ business mom, Kate Reuter. Kate’s expertise is in Facebook ads, but she has several marketing skills in her—what I can only imagine is—very stylish clutch.
Since we’re currently living in the time of Teams meetings, Zoom events and anti-physicality, we thought it would be most responsible to interview Kate digitally. So grab a comfy spot on your couch, pop off that mask, grab a glass of *much-deserved* wine and check out our interview with Kate below.
Media Garage Group (MGG): SCENARIO: A fledgling entrepreneur books a consultation with you. He comes to you with only a good idea for a small business: a “brick and mortar” retail store (he has no current interest in expanding). He has done a ton of research to begin writing his business plan, but hasn’t even considered the marketing component of the plan yet (not even branding!). What are the first three things you tell him to do?
Kate Reuter (KR): The first question I would ask him is to outline everything he knows about his ideal customer. I would have him go through exercises to get inside their brain and uncover what their greatest challenges, pain points, and desires are.
Then, I would have him map out what he wants their customer journey to be.
- Where will they first hear about his store?
- How will they interact as they become more familiar with his store and his offerings?
- How does he envision nurturing the relationship, creating trust, and eventually inviting them into the store?
- What will their shopping and buying habits be like and how can he set the stage for an experience that will satisfy their expectations?
Last, I like to use both qualitative and quantitative data to monitor progress, so I would have him consider what key performance indicators (KPIs) he will measure in order to track his performance.
- What data around their interaction with the store and its online channels would he like to assess?
- What does he envision would help him obtain a complete picture of the customer experience with the store, so that he can work to improve it, as well as cultivate loyalty and repeat business?
MGG: I used a man in the above example because I know your business caters predominantly to women; moms, specifically. Have you experienced anything you’ve considered a missed opportunity because of this? Or does the niche target audience lend itself to more qualified leads?
KR: Great question! I have pivoted my business and my ideal client many times over the last 20 years, so I have worked with so many different kinds. I still have clients who are not moms today!
I tend to attract clients now who are similar to myself—those who are also moms and who may be struggling to balance it all while trying to grow a business. Being a single mom myself, as well as a cancer survivor, I tend to attract those who are passionate about their life, who value well-being, and those who want to build a business they can be proud of without driving themselves into the ground or sacrificing their ability to show up for their family. I also have an undergrad degree in Marketing and am part of the Master’s Program at USF, so I tend to attract other well-educated moms who came from corporate in the past, and who are ready to build something of their own, rather than be tied to a 9-to-5.
That being said, I don’t typically turn away an opportunity to work with someone outside of my niche if they are committed to being successful, passionate about serving others, and willing to do the work.
However, a key component of marketing and something that I teach my clients is the Power of One, and part of that strategy is focusing on just one type of client.
When we narrow our focus to just one type of ideal client, it is much easier to get inside their head, understand them, and then show up and speak to them consistently! It makes the process of developing the right messaging, creating valuable content, and drafting copy that converts that much more streamlined.
MGG: If you had to choose only one, what is the most important component of a successful Facebook ad?
KR: It’s challenging to extract just one, since each variable of the campaign plays an important role to its success. It’s like asking which ingredient is the most important when you are baking! You need all of them to work together. Missing out on one ingredient can make it go terribly wrong! But, I can narrow it down to the top three:
- Objective: What you tell Facebook your purpose of the ad is
- Targeting: Who you want to see it
- Copy: What you want to say to them
Each of these components should be considered from the perspective of your client. What do they need to hear, see, and know from you though this ad; and what, specifically, do you want them to do as a result? Do all of those pieces make sense when you put them together?
MGG: What’s the most common (or one of the most common) question entrepreneurs ask you? What’s your answer to it?
KR: What’s the best way to __________________? (insert anything)
As humans, we want to know the “how” and we want someone to tell us how to do it, and how to do it right the first time so we don’t fail.
I’ve been a marketing consultant for a long time where I only gave the answers. Now I’m a coach and a strategist. So I coach on marketing strategy and on mindset. What I realized through two decades of doing this work is that we are not all building the same exact puzzle. And there are a few different ways to go about building a puzzle, period.
Even with all of the “right answers,” you can still fail in business if you are not equipping yourself with the mentality you need to persevere.
For many, that requires a coach who has gone through it themselves.
I offer tons of options and best practices to my 1:1 clients. I tell them what I’ve seen in my past experience—but my experience is so vast that I also know there is not just one way that I have seen “work.”
Those who are most successful are my clients who don’t just take my advice, but understand why, and they know how to replicate their success over and over again—with their own wisdom. I am their guide and I offer them support through powerful decision-making so they can implement strategies that they can sustain for the long-term.
Once you have these powerful tools as part of your arsenal, you will come to understand that you can figure out anything and have the confidence to go after it. And you will keep going until you have it. You will simply find a way. And that is the most powerful position to be in as an entrepreneur.
MGG: In the free mini-session description on your site, you say that you’ll help clients “uncover what is getting in the way” of their success, presumably. What do you find to be some of the most common culprits of blocking entrepreneurial success?
KR:
- Belief in themselves or their work
- Thinking there is only one right way to be successful
- Uncertainty around why they want this success for themselves
- Thinking that they will feel better once they get “there” and not appreciating the journey
The tools I have access to help us overcome all of these obstacles.
MGG: Can you give us three tips or tricks for “killing it” at an in-person small business networking event? What about for a digital (i.e., Zoom, Teams, etc.) networking event?
KR: I’m an introvert, so I’ve done a lot of personal work in this area, since it was a challenge for me in the beginning of my career! I love helping my clients through this process of developing confidence when networking and how to stand out from the crowd. I go more in depth on this podcast episode, but here are the top tips that apply to anyone:
- Go with an intention to serve, not sell.
- Get curious and ask open-ended questions.
- Allow yourself to be vulnerable and find deeper connections.
If there was just one thing I would advise those who fear networking, it is to do some work prior to the event to prepare. I suggest journaling about who you want to show up as at the event. Visualize success for yourself and practice beforehand what that looks and sounds like (be specific).
MGG: Have you ever had to “fire” a client? If so, how did you go about doing so? Under what circumstances would you fire a client?
KR: Yes, I have one instance of this, where I walked away from the client relationship on the basis of disrespectful language and treatment of myself and others. I learned so much from that experience and the importance of setting boundaries in client relationships, as well. There is no mistreatment that is worth the money. There are not a lot of other circumstances I can think of that would warrant me firing another client, and I haven’t experienced anything close to that type of interaction since.
MGG: Who are some of your favorite marketing (or Creative, in general) heroes? And/or who are some of your favorite marketing/Creative social media accounts to follow?
KR: I am a firm believer that all of the knowledge we seek and the experience we have comes together to form the combination of traits and skill sets that allows each of us to deliver one-of-a-kind value to the world. And there have been so many authors, mentors, and influencers who have brought something interesting and unique to my work.
One of the most recent books I recommend is “Atomic Habits” by James Clear. I am currently listening to “Think Like a Monk” by Jay Shetty on Audible.
Other favorite mentors include Stephen Covey, Russell Brunson, Seth Godin, and Donald Miller. I am also mentored by Brooke Castillo of The Life Coach School, where I am becoming certified as a coach as well.
MGG: What are a couple outdated/passé “marketing rules” or trends that you still see being practiced in the local and/or national marketplace?
KR: I am not a fan of the word “formula.” There is no one right way. And this seems to go hand in hand with messaging that just feels less authentic.
Authenticity in marketing is very important to me and something I coach my clients through.
I also see many making mistakes with ads, thinking that they need to put all of the messaging and all of the calls-to-action in one ad. This gives a user too many decisions to make and therefore they do nothing.
MGG: SCENARIO: You’re at a networking event and there’s someone in attendance who you don’t know, but who you really want to meet and talk to. What’s the best way to go about this without being creepy?
KR: First, working on my objective in the first place and ensuring I like my reason for being there. Thoughts like “I have value to offer” or “I want to connect with this person” or “I want to help others” set the stage for an authentic conversation.
I also love the power of questions in this type of scenario. So, I could make small talk, but more often, I will ask a question. I prefer open-ended questions like, “What brought you to this event today?” and “Could you tell me more about the work you do and why you do it?”
These are the types of interactions people remember because you showed a genuine interest in them. The key is to remember to LISTEN WELL.
MGG: What are three of your favorite desktop or mobile apps that aren’t *necessarily* for marketing, but have improved your digital marketing practices (e.g., a photo-editing app like VSCO, etc.)?
KR: Yes, photo editors for sure Adobe Spark and VSCO are great, but mainly for me, Canva. It has been foundational to my content, especially in my private Facebook group.
MGG: What is the book you gift most frequently? If not a book, what is one of your favorite “thank you” gifts to send?
KR: I’ve given gifts and other giveaways with various journals and calendars, but also the Rocketbook.
MGG: I love that your podcast is short, bite-sized chunks of information for entrepreneurs rather than the hours-long formats that many other entrepreneurs publish (some of them are great). Business-related or not, what are a few podcasts that are in your queue?
KR:
- The Life Coach School — Brooke Castillo
- Joyful Marketing — With Simone Grace Seoul
- Perpetual Traffic
- Social Media Marketing with Michael Stelzner
MGG: Okay, last question. What are your top 3 (or 3 that you like/believe in) holiday marketing and/or networking tips for small businesses?
KR:
- Plan ahead. Thoughtful promotion takes time, and we don’t want to sacrifice authenticity just to meet a goal. Give yourself time to plan and market special events or promotions. Depending on your industry and its offerings, allow 30-60 days to promote those important events and launches.
- Join the conversation. If you are connected to your audience and their needs, you will also understand that you need to meet them where they are. Gain some insight into what their challenges are during this time, and ensure that what you offer is relevant and timely.
- Get creative and show your personality! The holidays are a great time to showcase your personality or that of your brand, so have fun with it if that is your style! If you are honest with your perspective and delivery, you will attract those who love you and repel those who don’t. Either way, you will be showing up authentically and remain focused on connecting with clients who are the best fit.
We’re so grateful for Kate’s time and sage advice. You can find her at her website, on Instagram, Facebook, Apple Podcasts and Spotify.
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