9 Tips for Growing a Following, and Engaging Your Audience, as an Expat Entrepreneur
By Camilla Carboni
It’s no secret—marketing is complex as it is, and when you add global audiences to the equation, things get all the more involved.
I’ve experienced that first-hand. I grew up in South Africa, where I felt comfortable and familiar with the local lifestyle and customs, but after emigrating to North America, I found myself suddenly feeling like a fish out of water.
Everything was bigger and ‘better.’
To this day, I still remember my very first experience in an American grocery store. I stood speechless, in complete amazement: two long aisles, jam-packed head to toe with cereal alone. The brands and varieties available where endless. How did any ONE product stand out?
From that day on, the question of what makes people buy certain products, weighed on my mind. And, over the years of being immersed in different lifestyles and cultures, during my journeys of living in Vancouver, Hawaii, and now Colorado, I realized that there are a few core principles of attracting, and connecting with, an audience that help certain products stand out in the sea of choices.
I’ve put these core principles to the test myself. They have enabled me to go from a never before published writer, to best-selling author in a matter of months; and from unknown entrepreneur, to sought-after copywriter in the luxury brand space, with a following of thousands on social media.
And no, I would not consider this a quick-fix, or overnight success toolkit. Quality results take hard work. But, in the hope that these core principles might positively impact your business too, here’s a snapshot of what I’ve learnt…
In Vancouver, Canada, where day-to-day comfort reigns (while it rains) amidst a melting-pot of immigrants, I learnt that:
- It pays to specialize. Marketing works best when your clientele know exactly what to come to you for. Think of it this way: if you needed heart surgery, would you rather hire a Heart Surgeon or a General Practitioner? The more focused you are, the more likely you are to stand out from the crowds. Be clear on what you do, and what you don’t do. Rather be the go-to person for one thing, than a mere option for many things.
- Real conversation is key. Yes we live in a digital age, but there’s still something powerful about connecting over the phone or, better yet, connecting in person. When you talk to someone, you can hear their tone, build a real relationship, and connect with them like you just can’t do over email or social. The better a relationship you have, and the more you know your customers, the better you can market to their desires.
- Guerilla Marketing works. I admit, I was skeptical, but everybody loves a nice surprise. There’s nothing like thinking out the box, being high-vibe, and gifting small freebies to attract a crowd. And, the Guerilla Marketing method works digitally too. As Ryan Holiday comically said in his book, Perennial Seller, you’d probably create more of a following by burning a stack of cash and posting that on social media, than spending it on traditional PR.
In Hawaii, where allure of the destination is the driving factor, I learnt the following:
- ‘Create-The-Dream’ for your clientele, and they will make your business dreams come true for you. If you paint a picture of what your ideal clientele desire, you’ll tug on heartstrings, and never have to worry about finding new business again. This discovery was so powerful that I coined the term ‘Create-The-Dream’ and use it to describe the style of marketing that evokes desire, emotion, and hope in clientele. Important Note: Never over promise and under deliver, so make sure the dream experience your marketing portrays is something your clientele can actually experience.
- Encourage Engagement. Likes aren’t enough, especially with today’s social network algorithms. To build a following, you need to engage your fans, and create posts that specifically prompt engagement. Rather than just posting an image of the beach, for instance, post it with a title like “Mai Tai or Chardonnay, which would you choose right now?”
- Go the extra mile. There is no better way to grow your business than by exceeding expectations. Going the extra mile not only sets you apart, but ensures repeat business, and referrals. And referrals is marketing at work for you, 24/7.
In Colorado, where Mid-West heritage is strong, and mainland access opens up avenues to the nation (and the globe), I’ve learnt that:
- You can’t be everything to everyone. When you keep your marketing too broad in the hope of appealing to everyone and turning away no one, it ends up diluted at best. Yes you will narrow your audience by niching down, but the reality is you’ll end up with more sales anyway. Make sure that your ideal clientele know that what you have to offer is perfect for them.
- Your story matters. The one thing you have that nobody else has is your story. Don’t be afraid to share it. It’s what makes you and your business unique. Moreover, sharing stories makes a brand real and relatable, and that’s what marketing is about today.
- Less is more. Rather do a few things well, than try to do everything and end up doing it half-heartedly. Find that sweet spot overlap of the marketing avenues that excite you most, and the ones that make the most sense for your audience, and then focus on doing those, well. Once you’ve mastered those, you can always move on to other ventures.
Disclaimer: After 12 years in marketing, and close to a decade as an entrepreneur, I can confidently state there is no one-size-fits-all formula to the art of connecting with prospective clientele, attracting a large following, and engaging with your audience. But, I will say this…
If you streamline your efforts, communicate from the heart, share your uniqueness, follow your passion, treat clientele like the incredible individuals they are, and commit to always exceeding expectations, you are on the fast-track to success as an Expat Entrepreneur.
Do it with heart. Commit to quality. Work hard.
I think that’s the ultimate secret to growing a following, and keeping your audience engaged.
Camilla Carboni, a.k.a. The Copy Curator
is a Copywriter,
Best Selling Author, and Luxury Brand Marketing Consultant.
Over the past 12 years, Camilla has worked alongside global corporations, Fortune 100 and 500 companies, and passionate entrepreneurs, to achieve their unique business goals through effective marketing, and curated copywriting.
Camilla has a Master’s Degree in Media Reception Psychology, and English, and Certifications in Business Writing, Content Strategy, and Coaching. She has hosted workshops, been interviewed on radio shows, and featured on Jack Canfield Trainings.
Learn more at camillacarboni.com
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