00:00:00] Mia Fileman
Are you tired of empty promises and stolen ideas? Me too. Got. Marketing is a podcast for marketers and small brands who want real talk and clever strategies without the bs. Running an online business is hard, but everything gets easier when your marketing starts performing. I am Mia FileMan, your straight shooting campaign loving friend here to talk marketing, running a business, pop culture, and everything in between.
Let's dive in.
Hello, friend. There are boxes everywhere, emotions everywhere, and productivity absolutely nowhere. So I'm taking a few weeks off the potty while I relocate my entire life. I was hoping for South, but I'm also very excited to head east while I'm wrangling [00:01:00] Removalist kids and whatever fresh chaos pops up.
Next, I wanna leave you with three segments that are genuinely worth another listen. So I really hope you enjoy this. Got marketing mix tape 2025 edition, hot off the back of Ripple Festival. My inbox. Was flooded with speaker pictures and honestly, most of them were fine. Not great, not memorable, and definitely not bookable.
So this first segment is a must listen, how to actually Win paid speaking gigs. What separates a standout pitch from the Sea of Meh and the question that every small business owner wrestles with? Should you always be paid to speak?
#1 How to win paid speaking gigs, plus a big announcement:
Why do speakers get booked? Let's start there. First of all, the topic is relevant.
It appeals to the broadest audience, and it is interesting, for example. [00:02:00] Humanizing artificial intelligence, regenerative farming, social media marketing. These are the kind of topics that event organizers, conference organizers are looking for. Speakers on event organizers also want speakers who entertain, inspire.
And thought provoke, not just educate. What event organizers are looking for is vulnerability and storytelling skills. Stats and facts are boring, so they want speakers that can illustrate something with an anecdote or with a personal story. They want speakers who are prepared to get vulnerable on the stage.
People who have a brand profile that will sell tickets will obviously get more paid speaking gigs. Same deal. People who offer a different perspective or [00:03:00] represent a minority group are also very attractive to event organizers. This is why I get approached for a lot of paid speaking gigs because I have such strong opinions.
I am the controversial choice. I'm the one that's gonna get on stage and tell people that we are doing it wrong and this is how we should do it better. And event organizers want that because it's entertaining, it's spicy, and of course, event organizers are looking for credentials. You need to know what you are talking about, which is why doctors and award winners and experts, and frequently quoted in the media.
Thought leaders are asked to speak, so think about your proof points. Have you written a book or published a paper, or do you have qualifications in a particular industry that make you attractive to speak on a particular topic? In order for you to get more paid speaking gigs, you are going to need to progress [00:04:00] from an educator to an entertainer.
Public speaking is a performance, okay? They're not just looking for someone who's going to. Word vomit, a whole bunch of tips. They want you to entertain and inspire. So instead of focusing your preparation for getting more paid speaking gigs on how many stats and how many case studies you can put into your deck, maybe you need to look at a different approach, like doing some acting classes, listening back to podcast episodes where you've been the guest and.
See if there's any sort of nervous ticks that you have that you can smooth out. Watch charismatic speeches on the internet. My favorite is The West Wing. Also, if you've ever heard Pete Buttigieg speak, he is possibly this generation's best orator. Go and have a look [00:05:00] at Laura Dern in the movie Marriage Story where she does the monologue.
It is. Exceptional and potentially put your hand up to mc an event. This is going to give you the necessary experience to become a speaker, not just an educator. All right? The big question of whether you should be paid or not paid, here's my perspective on this. There is currency other than cash. Should you work purely for free exposure?
Absolutely not. Definitely not. However, if someone comes to you with a speaker package that includes travel, meals, professional photography, professional videography, uh, that's a completely different story. It doesn't have to be so black and white, they're paying me or they're not. Go back to them and say, okay, you don't have budget, but can I get a newsletter feature to your database?
Am I going to get a [00:06:00] full length video recording of my presentation that is worth thousands of dollars? Please don't start your pitch with, I'm not sure if this is what you want, but you've already lost them. I can talk about brand storytelling is not a pitch. Okay. That's that's not what people are after.
Tell me exactly three things that the audience will take away from your speech. That is how we start to craft a compelling pitch. And honestly, I don't think a fancy speaker kit is required. A page on your website or a short email is more than enough. People are not going to choose you or not choose you because you didn't have a PDF document with like a speaker profile.
#2 What's no longer working in marketing in 2025 (and what to do instead):
Next up, a reality check. This year has been a turning point and there are a few things that we are all still doing that we need to stop immediately. In this section, we run through five things that are simply not [00:07:00] working anymore in 2025. Jumping from one-to-one to one to many with no strategy. The online course, gold Rush being officially over click baiting people into opening your emails, no personalization and segmentation, and relying on purely educational content to move the needle.
If you wanna stay relevant, this segment will save you lots of wasted time and energy. What doesn't work in 2025 anymore? Number one, transitioning from a one-to-one to a one-to-many offering without a marketing plan. You thought that you would package up your knowledge, put it online, and boom. Passive income, but here's the cold hard truth of it.
Selling one to many is way harder than selling one-to-one. If you are seeing clients, let's say four days a week, and trying to build a scalable offer, fricking [00:08:00] hate that word, it gives me the ick. In your leftover time, you really only have two options. Number one is to pay someone thousands of dollars to do your marketing for you and reposition you as.
Somebody who is now known in the one to many space, or you are going to need to sacrifice some client time to free you up to actually market your new offer. But assuming that you can just take what you were doing in practice one-on-one and magically transform that to one to many, it doesn't work like that.
And I'm really, really sorry to burst your bubble. Creating an online course or group program is not the same as selling one-on-one services. Your clients know you as somebody who works with them one-on-one. Selling at scale requires so much marketing, it will make your eyes water. Trust building and then demand creation.
People have to really want this online course or workshop or one to many offer that you've dreamed up. [00:09:00] So what do you actually need to do? You need a pre-launch audience strategy so that you can drum up demand before you build this offering. You need a clear transformation so that people can see that they're getting something out of your online course or online workshop, and you need a real marketing plan because it's not going to sell itself.
Okay? Number two, the online course Gold Rush is over. People are so burned out from mediocre online courses with no support. The only courses that are really making money in 2025 are established courses that have a really great reputation of many, many years of being in the market, like hack Your Own PR by Odette Barry Hybrid models, where you get a course plus a community plus coaching as part of the deal.
High ticket transformation focused programs that are a lot more intimate. [00:10:00] So you are not just doing an online course with 1200 other people at the same time, and you are literally just a number and courses within inbuilt accountability and tailored one-to-one support. Please go out there and sense check and validate this offering before you take it to market.
Because I know a lot of people who are trying to sell online courses in 2025 and they are not getting a single enrollment. Okay, number three, tricking people into opening an email subject lines like Ari, Colin, or Oops, or I made a mistake Mia. Such click bait, bullshit. Customers today come with immaculately tuned bullshit detectors and are no longer willing to take brands at their word.
And when you pull these kind of single use tactics on them, you erode what little trust is left in online business today. So [00:11:00] please don't do this. Don't use single use plastic and don't use single use tactics. Instead, use curiosity driven subject lines like open loops without the clickbait. Use personalization on real data and be consistent.
If you are only emailing people when you are selling something, you are doing it all wrong. Number four, too much automation and a lack of personalization. The problem with marketing, tech, developing and getting more sophisticated. Is that customers now come to expect it. They know that our websites and our CRMs and our email service providers have automation and personalization functionality built in, and so as a result, the customers are like, well, now I want it.
If you can do it, there's no reason why you shouldn't be personalizing your emails to me because I know you have that feature. So nobody wants to feel like they're just another number in your funnel. Segmentation [00:12:00] today is not optional. If I have not shown any interest in your offer, adding me to a 10 part sales sequence means that I'm going to self-select out.
I'm going to take myself off your cell sequence, but I'm gonna take myself off your entire list. Instead, what people need to be focused on is getting me interested in the offer, being able to have some sort of homing, beacon or signal that says, oh, Mia has just taken a step that shows me she is interested in my offer, and then you put me into a sales sequence.
All right. Number five. Educational only content is just not cutting it anymore. For years, experts were told, just give value and sales will follow. So businesses churned out tip based content hoping that it would naturally lead to conversions. The problem is that the internet is now flooded with free educational content [00:13:00] and chat.
GPT can give you all the advice that you could possibly look for. Giving away all this free content without addressing why they need to know this information or how they can apply. This information is no longer converting. This is what you need to do instead, blend your educational content with your opinion, with your insight.
With your approach. What people are buying is you. There are a million marketers. I mean, I work exclusively with marketers. Small business owners who market their brands, they're all marketers. I'm a marketer. We are drowning in marketers. The reason why people work with me is because they like my style to marketing.
And let's be clear, not everyone does, and that's fine too. Make sure that your content features your approach, how you do marketing, or how you do whatever, that's what people are gonna buy.
And finally a [00:14:00] segment that every marketer needs in their back pocket. I walk you through the actual mechanics of creating a campaign. We break down brand awareness, lead generation, and conversion campaigns so that you can understand the different types of campaigns you need for your small business.
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#3 A step by step guide on how to build campaigns that (actually) build your brand:
wait, here's the thing. There is no one size fits all campaign. The best campaigns are fit for purpose. Some are designed to boost brand awareness, others to generate leads and some to convert those leads into paying customers.
The key to success with campaigns is knowing your objective and executing with strategy. So we are breaking down the different types of marketing campaigns, brand awareness, lead generation, and conversion. And the step-by-step process to build a campaign that actually works. If your marketing is feeling scattered or ineffective, this episode will bring you focus and strategy to your efforts.
Alright, let's start with brand awareness [00:16:00] campaigns. Every brand should be running brand awareness campaigns. They are intended to build your audience. They are intended to gain you visibility and make you a well-known brand. Brand awareness campaigns get a lot of slack because they are not directly linked to sales or conversions, but they are essential for building your brand.
I love brand awareness campaigns, and if you've been following me for a while, you'll be familiar with some of mine, like the gurus we deserve or make marketing great again. These campaigns were not intended to directly lead to paid customers. They were intended to build my brand value to make Campaign Delmar a well-known brand.
So when we are running brand awareness campaigns, what we are really hoping for is for people to be like, I know what she does and I know who she is. [00:17:00] That's really the goal of brand awareness campaigns. Brand awareness campaigns work best when they speak to your purpose as a business. What is it that you are trying to achieve with your business, your why?
Brand awareness campaigns can be quite expensive because we are often investing in video production or photography in order to create something really memorable and attention grabbing. But they don't have to be expensive. You could create a brand awareness campaign for as little as $2, and I have done that with a campaign called Lessons in Foley.
This was my first ever campaign that I launched for this business, and it was a seven part mini series that I ran across social media and emails. This campaign was so successful for me. It earned us our first few hundred social media followers, and it got me my first 200 email subscribers, which are so [00:18:00] valuable because at about 200 email subscribers, we started making money from our email list.
So a brand awareness campaign doesn't have to be expensive, but it does need to be creative, and it does need to be rooted in strategy. I get a lot of questions about, well, what's the call to action for a brand awareness campaign? And that's a really good question. The call to action can be as simple as learn more, discover the campaign Delmar difference, for lack of a better word, or see how we can make marketing great again together.
It is an invitation to go on a journey together. That's what a brand awareness campaign is. Okay, let's move on to lead generation campaigns. The primary objective with lead gen campaigns is to build your email list, right? And it is worth running lead generation campaigns because it is so worth building your email list.
As I've mentioned many times on this podcast, I make all of my money from email [00:19:00] marketing. So how is a lead generation campaign different to a brand awareness campaign? We need a lead magnet. This could be a workshop. This could be a masterclass. It could be a webinar. It could be a checklist. It could be a download.
It could be a wall art collection. We need the lead magnet, and then we build a campaign for that lead magnet with a brand awareness campaign. Your brand, your story, your purpose is the hero of that campaign. For lead generation campaigns, your lead magnet is the hero. That is what we are leading with.
Please make sure that you invest in a lead magnet that is high value. We are drowning in eBooks and white papers and PDFs. Really think outside the box with your lead magnet. So lead generation campaigns, we are tracking opt-ins. Please make sure that you are comparing apples with apples. We are not measuring the [00:20:00] success of a lead generation campaign based on how many sales or enrollments or conversions you get.
We are evaluating it based on how many people join your email list. So that is the metric to track. Let's move on to conversion campaigns. Here's the bad news. You can only run a conversion campaign if you have a warm audience, which is why it's so important for brands to run brand awareness campaigns.
Because we are building the audience, we are warming them up to then run a sales campaign. Please don't be the person that tries to convert a cold audience because it's not gonna work and you're gonna burn out in the process. So you've run a brand awareness campaign to build your audience. You've run a lead generation campaign to get your audience off a borrowed channel and onto your email list, and now you are ready to run a sales campaign.
Be mindful about [00:21:00] how many sales campaigns you run per year because you can fatigue your audience, but sales campaigns can be really effective if you've got that inbuilt audience. With sales campaign, your offer is the hero of the campaign. So if I was gonna run a campaign intended to get enrollments for campaign classroom, campaign, classroom, my nine week program is the hero of that campaign.
What we cover, what you learn, the testimonials related to that program. How many students have done the program before? Examples of successful campaigns that were built through campaign classroom. That's what we are running in our sales campaign. Okay, so the question that I often get asked is, how many campaigns should I run per year?
And Mike, every good marketer, my answer is, it depends. It depends on your budget, it depends on your objectives. A good frame of reference, a good place to start is to [00:22:00] run one brand awareness campaign per year. Is to run one campaign per year where you are deliberately and intentionally trying to build your email list, so a lead gen campaign, and then run a couple of sales campaigns per year.
This will mean that you cover all of your different marketing objectives. He is the most important thing when it comes to campaigns. One objective, one campaign. Don't cram a million objectives into one campaign. The reason why campaigns are so successful is because they are laser-focused on one objective.
I'll be back on the airwaves soon with a fresh episode of Got Marketing. And until then, take care and stay hydrated.
Outro
I've started a substack as the ideal companion to the podcast. It's packed with extra insights, visuals, and nuggets that didn't make it into the episodes. Plus, you [00:23:00] can revisit past editions any type.If you want more or just prefer to read, you'll love it. Plus, it's a place for us to connect. Want the backstage pass to gut marketing. Subscribe [email protected]. Thank you. You listened right up until the end, so why not hit that subscribe button and keep the good marketing rolling. Podcast reviews are like warm hugs and they're also the best way to support a small business. You can connect with me, Mia FileMan on Instagram or LinkedIn, and feel free to send me a message. I'm super friendly.
