Do You Play Darts?

4 Jun 2019

Are you playing “online marketing darts”? It’s a term I lovingly use to describe when businesses post frequent content online so that they can be “on social media” but don’t really know how to benefit from all the hard work that goes into it.

When this happens, not only do people spend a lot of time and effort spent online with no return, but businesses commonly give away the wrong kind of information in the process. These consequences can equal thousands of dollars lost for a business and I don’t want that to be YOUR business.

Next time you go to post online, ask yourself these three important questions:

1) What action do I want my ideal customers to take as a result of this post?
2) How do I make it possible for them to take that action?
3) What feeling do I need to elicit in my ideal customers with my content to get them to take that action?

These are hard questions, but they are essential to your online marketing plan because they cause you to think about every single action of your marketing funnel.
Your social media posts feed the TOP of your online marketing funnel. Social media is where potential customers meet you for the first time but it’s not where most of your potential customers make their final purchase. If you keep making posts that don’t move your ideal customers DOWN your funnel by leading them to take other actions with you, that’s when you lose potential revenue.

Think about it this way—when you make a sale offline, you have a specific set of actions that you drive people to take to go from being a potential customer to a paying customer. You would never purposefully create a situation where potential customers have no way to become paying customers (i.e. a store with no cash register), yet on social media we do this all the time. We post without purpose because we think it’s what we’re “supposed” to do.

If you’re now convinced that you need a funnel behind purposeful social media posts, you can download a free roadmap here. Warning: You’ll also go deeper into my funnel?. (Sorry, I couldn’t resist the irony of calling that out.)

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The Most Overlooked Piece of Storytelling (and How It Makes You Unforgettable)

May 15, 2025 By Vanessa Errecarte Leave a Comment

Whether you’re building your personal brand or growing your business, we all know storytelling is powerful. But there’s one piece of the story puzzle that often gets overlooked: the obstacle. Compelling stories have you on the edge of your seat rooting for the main character to succeed and they achieve that with a setback. This … Read More about The Most Overlooked Piece of Storytelling (and How It Makes You Unforgettable)

“Vanessa changed my life. This is not an exaggeration. I learned more about marketing and brand management from Vanessa in one weekend than I did in YEARS of trying to navigate these subjects on my own. Vanessa has a way of presenting material so that it is easy to understand, effective and immediately actionable. She makes complex concepts simple and accessible. With her many years of experience, she is able to teach real-life lessons that you can implement to launch or improve your business today. Most of all, Vanessa can see your potential and vision sometimes better than you can see it yourself. She truly believes in her students and clients and has a unique way of helping them make their dreams a reality. I did not always think of myself as a thought leader in my industry but Vanessa inspired me to look at my career in new ways. She has helped me bring forth opportunities that I never thought were possible. I am so thankful to have her in my life and forever appreciative of the impact she’s had on both my personal and professional endeavors. Vanessa uses her special gifts to help bring out yours.”

Dr. Lisa Hornick

Optometrist

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Ryan Wilson

student and business owner

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Heidy Kellison

DOWNTOWNNORCAL

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Meaghan Likes

OWNER, BOOKKEEPING ACADEMY ONLINE | CEO, LIKES ACCOUNTANCY COMPANY

“Vanessa helped us realize that we needed to look at marketing one of our new ventures in a whole new way — the opposite of we were doing before. When I followed her approach to create our offer, conversions were downright easy.”

Claire Tauzer

CO-OWNER, TAUZER APIARIES

“I like how Vanessa begins with the end in mind. She has you strategically understand your goals, ideal customer, and offer first, then teaches you how all the rest applies. It’s not tied to one thing, but rather, it’s an integrated approach. I would like to create online products for my business and Vanessa really reaffirmed the possibilities. She also highlighted how simple it can be to get them started.”

Bruce Watts

WATTS-WOODLAND AIRPORT

“Vanessa’s careful nurturing of her clients, her guidance, and her cheerleading have been invaluable to me. The amount of information you get in her workshops and online course is staggering… it includes email marketing, social media, paid traffic, content creation and so on… email marketing was especially valuable for my business. I would recommend her to anyone looking to increase their organization’s online marketing presence.”

Alison Kent

PRINCIPAL, LISTENINK

Lorraine Beaman

“We actually slowed down our marketing plan to keep up with all the new business!

Vanessa has expert knowledge of marketing techniques, but what is really special is the way she helps her clients understand and apply those techniques. She is a great mentor and coach.”

Lorraine Beaman

FOUNDER, INTERVIEW2WORK

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Executive Director, Davis Community Meals and Housing