Social Media Success for Small Business Podcast Session #1 – How to Craft Your Marketing Message to Attract Your Ideal Clients

Social Media Success for Small Business Podcast Session #1 – How to Craft Your Marketing Message to Attract Your Ideal Clients

Interview with Marketing Strategist Summer Coley-Ward – Podcast Show NotesJUHLi SELBy Social Media - Social Media Success for Small Business Podcast Cover

Welcome to the very first session of the Social Media Success for Small Business Podcast! This podcast is for small business owners who want to know how to use social media effectively to connect with their audience online and build relationships that will lead to sales.

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This session includes:

  • Why I started this podcast and how you can use it to fit some social media knowledge into your busy schedule!
  • An interview with Marketing Strategist Summer Coley-Ward of Agent Noir Marketing Group where we cover:
    1. Why you MUST be clear on who you want to attract to be successful with social media
    2. The definition of a client persona and why this is important (more info below)
    3. How to speak your audience’s language so your marketing message resonates
    4. The #1 MISTAKE small businesses make with their marketing message
    5. A great tactic you can use to be seen as useful and valuable to your ideal clients (Hint: Frequently asked questions)
    6. How to stay top of mind with your ideal audience – so when they are ready to buy – you are on their radar!
    7. An example of a bad branding message and a good branding message

Mentioned in this podcast:

Take Action: Ideal Client Persona Exercise

“Persona development is where you humanize the common features of a particular segment of your public (target Women in business in Victoria BCaudience) to help you get into the mindset of the customer.” Jeremy Porter,

You may have more than one client persona you would like to serve with different products and services you offer. I have two for my social media consulting and coaching business.

Here are some questions you can use to brainstorm:

Male, female or both? Age? Occupation? How long have they held their position? How long have they been in this industry?

What’s important to them? How do they spend their time & money?

Do they have a family? If yes, how old are their children? or grandchildren?

What do they like to do for fun?

What hobbies do they enjoy?

What do they like to read (books or online)?

What do they like to watch (shows, movies, YouTube, etc.)?

Where do they get their news? (newspapers, online publications, magazines, Facebook, Twitter)

What are their challenges/pains? (personal or professional)

Are they currently using your type of product or service? If not, why not?

Why would you bother to put time & thought into this exercise? I initially thought that too… but once I did it – I got tremendous clarity on how to craft my marketing message and my content plan. The bottom line: Think about everything from your client’s perspective – how can you be THE solution to their challenges? How can you make their life easier?

HubSpot has a great free template to help with this exercise (you have to give them your info to download): How to Create Detailed Buyer Personas for Your Business

And here’s one more great article from marketing expert Heidi Cohen: How to Create a Convincing Marketing Persona Backstory

Did you do the persona development exercise above? Do you have questions about how to do it? Did you use it to modify your marketing message? Please tell me about it in the comments below. Do you have any questions for Summer? Please comment below!

Thank you again to our special guest Summer Coley-Ward of Agent Noir Marketing Group.

If you would like to connect Summer Coley-Wardwith Summer: /


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About the Author:

JUHLi SELBy is a Social Media Consultant and Coach based in Victoria BC, Canada. She has spent the past 15 years helping self-employed professionals and small business owners use marketing tools to connect with and expand their audience. She shows clients how to use social media marketing effectively - to build relationships online that will lead to sales. She enjoys connecting with great people, learning, travel, smartphone photography and spending time with her adorable but slightly naughty wiener dog.


  1. Thank you very much for your comment Mallory! I’m so happy you found it helpful 😉

  2. Mallory at

    Thanks for an informative podcast. Unique approach.

  3. THANK YOU so much for taking the time to listen Julia! I’m so happy to hear you enjoyed it! I really appreciate your kind comment ♥

  4. Thank you so much, Juhli and Summer!

    I enjoyed listening to every moment of your conversation. This pod cast is so rich. The messages are easy to translate into action. I am now truly excited to implement the learning. Thank you once again ….and keep on jamming!
    Julia 🙂

  5. THANK YOU so much for taking the time to listen and leave a nice compliment Joel : ) It means a lot to me. I’m so happy you enjoyed it!

  6. Loved the content. Great podcast filled with entertainment as well as valuable pieces of business building material. Thank you!

  7. THANK YOU so much for your beautiful compliment Anthony! I’m so happy you enjoyed it! Thank you for taking the time to listen : ) I look forward to hearing your podcast too!

  8. This is such a great way for me to learn from you JUHLi. You have a great personality and crazy laugh that keeps me engaged and wanting to hear more.

    Looking forward to more podcast #awesomesauce from you!

  9. THANK YOU Summer for being willing to do it! I can’t wait to record our next one!

  10. Summer Coley-Ward at

    Hi Juhli!

    Thank you so much for creating, editing and posting our Podcast. I had so much fun Podcast (and Cowbell) Jamming with you. Here’s to many more!

    With love,

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