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.
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.
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