How Alex Jamieson, Author & Health Coach, Uses Digital Marketing to Build Her Business

Written by Bridget Jamieson

Nearly 18 years ago, Alexandra (Alex) Jamieson was at the forefront of the booming health coaching and consulting business. Jamieson has helped creative and driven women find motivation to live healthier and happier lives through holistic health mentorships. As an entrepreneur and small business owner, she has relied on digital marketing to build and maintain her  brand and business.

How would you describe your business? Who are your clients?

Alex Jamieson: I am a consultant and coach. Almost all my clients are professional women, between the ages of 40-50 years old, and are white and upper-middle class. The coaching has evolved from food and nutrition centric for the first 13 years, and has evolved to a focus on holistic health. Prior to the release of Super Size Me (she co-created and co-starred in the documentary) a friend suggested that I create a website with an email capture. Following the release of the documentary, ten thousand people signed up to learn more from me.

How did your business then evolve?

AJ: At the beginning, I had no social media presence, and I only used email to market my services to people who I captured through my website. I advertised through weekly emails, which focused on relevant topics such as healthy foods, health detoxes, and recipes. I’ve always shared my story and how it’s relevant for people who want to work with me.

How has the evolution of social media in the past decade influenced your business?

AJ: It’s a dance to be honest! I need to stay aligned with who I am, and my values, while staying top of mind for people. Every time a new social platform comes out, I try to be an early adopter because if it takes off, I’ve then positioned myself well. I’ve tried it and done it all. From Pinterest to Snapchat, Periscope to podcasts, Facebook ads to writing articles for other platforms- it takes roughly seven exposures for someone to buy something for me. Roughly 30%-40% of my clients come from digital marketing efforts, and this can be scary. What if one day, one, or multiple platforms shut down? That could be devastating for my business.

How do you personalize content for the different platforms that you use?

AJ: It’s important to acknowledge the different audiences using different platforms, and what type of content the same user wants to see on the various platforms they’re using. For instance, on Instagram, my followers are younger, want to see more personal posts (my cats, art, and political opinions), and I see a correlation between these followers and my podcast listeners. Because the platform is aimed at a millennial audience, they are expecting brands and influencers to be honest, authentic, and real. Whereas with LinkedIn, you won’t see my political opinions, and unfortunately fewer pictures of my cats. Here, I’ve been posting about my most recent book, Getting to Hell Yes, and how it can be used as a sales and customer tool for businesses. On LinkedIn, I’m promoting myself as an executive and leadership coach for women.

Jamieson’s post on Facebook promoting her book
LinkedIn post promoting her book to a professional audience

What tips do you have for small business owners and people marketing their personal brands, in using digital marketing to expand their business?

AJ: Be yourself. Write and post your own content, engage with people, invite followers to engage with you as if posts are important conversations. If you plan to write books, you must have an established brand to get a book deal these days. Publishers expect your audience to buy the book! It helps to be part of a network of other similar businesses with similar platforms. Be giving, generous, and your sector will help support you.

 

See related content on tailoring content to digital marketing channels:

The Necessity of Tailoring a Message for Various Social Media Platforms

 

 

Born and Brewed in Las Vegas

The Pacific Northwest, known for delighting locals and visitors alike with its endless outdoor activities, foodie culture and temperate climate, has something for everyone. It’s why there’s never a shortage of transplants moving here. For some, including myself, the availability of so many different craft beers and independent breweries tops the list of biggest draws of the PNW. Unfortunately for beer lovers in Las Vegas, instead of craft breweries surrounded by mountains and alpine lakes, it’s usually grabbing a light (or lite) beer to combat the brutal desert heat while watching the creation or demolition of yet another casino.

Enter Bad Beat Brewing, savior to the taste buds of Las Vegas beer geeks.

No, Bad Beat Brewing can’t build mountains covered in alpine trees and lakes or reverse global warming. But, this local brewery is bringing the spirit of the Pacific Northwest to the great state of Nevada by brewing up some great craft beer. Founded in 2014, they have already tripled their initial cellar capacity of 40 beer barrels and now stand at 130 beer barrels. Even with noticeable success over their first four years in business, continued growth still requires focusing on increasing brand recognition, growing their market share and developing a large loyal customer base. How, you ask? Well how does anyone grow their business in the age of the Internet – social media.

Marketing via social media is the easy and relatively cheap way to reach a wide variety of people across a large spectrum.  With just a few posts on different free platforms (you know, Facebook, Instagram, Twitter, Snapchat, etc.), the marketing pretty much handles itself. For example, these days you can post on Facebook and have it seen by a college student and an older uncle, both of whom may “like” or “comment” on the post, which will show in their friends’ newsfeed. Maybe they like it so much, they share it themselves. All of the sudden, friends of friends of friends, casual beer drinkers and beer geeks alike, are all looking at a new great beer list at a local company that is a must try.  At the same time, simultaneous posts can be made on Snapchat, Facebook Live and/or Instagram Stories building a full story by showing a real-time behind-the-scenes beer-making by the local brewery.  Simple enough, right? Close.

For social media marketing to be truly effective at increasing a local company’s brand recognition, growing their market share and developing a large loyal customer base, the posts must capture the company’s passion and individuality. So, what do I, a non-brewer, social craft beer drinker, think could help Bad Beat Brewing up its social media marketing game?  Easy – introduce social media to the head brewer, Weston Barkley (someone you could say I know decently well). He is figuratively, and literally, one of the biggest beer geeks out there. His passion is making delicious, quality beer and helping others understand the ins and outs of what they are guzzling down. Showcasing that passion and nerdiness in social media posts targeted to other beer geeks (and beer lovers who haven’t fully geeked yet) is a real opportunity for marketing success. This could include a behind the scenes look at the beer-making process, from barrel to bottle. Or, following in New Belgium’s 2016 footsteps, Bad Beat Brewing could make a targeted campaign on Snapchat for National Beer Day snaps and get enough clicks to land on the main stories page. Of course, to get the marketing ball rolling, here’s a taste of Bad Beat Brewing doing some good by doing what it does best – brewing great beer.

Take a look at this video clip of Bad Beat Brewing taking heed of Sierra Nevada’s call to join 1,000 breweries across the country and brew Sierra Nevada Resilience IPA, to donate 100% of profits to the communities destroyed by devastating fires in California. Then, plan your next trip to Bad Beat Brewing to grab yourself a is Sierra Nevada Resilience IPA and search for Weston’s better-looking, younger brother.

Breweries teaming up nationwide to help fire victims