There’s so much promise when the calendar flips to January 1. This year will be different! I’ll eat healthier, exercise, meditate, spend more time with family. Oh, and I’ll finally put together a REAL plan for marketing my business.
Here’s the thing for any “resolution” you set or change, you plan to make in 2019, whether it’s personal or business: it has to be something you can and will commit to doing until it becomes a habit.
Guess what? it can take 2 months to establish a new habit. Plus, any time you make a change it’s going to take time for you to see results. If you don’t have a plan you can stick with, and your expectations for success or results are unrealistic, the promise of January 1 will quickly lead to another disappointing January 31.
Still with me? Good, because even though real change sounds like work, it’s not that hard to do with some advance planning. You and your business deserve more than throwing your marketing at the wall to see what sticks or hoping that no one cuts off the referral faucet when you aren’t looking. So, let’s get started.
Step One: Set Goals
You set goals for your business, right? Let’s translate those goals so we can use them for your marketing strategy.
What are your revenue goals for 2019 and what is it going to take to get you there? If you need guidance, start by looking at your numbers from last year. How many leads did you have, and how many of those turned into customers? How many first time buyers turned into repeat buyers or bought into a higher level product or service?
Those numbers will guide your marketing strategy as they tell you how many new leads you need to generate to find a paying customer, how many new customers you will need to find your fans who will keep buying, and how many fans you will need to find the true converts who will buy anything you have to offer.
Your goals also should cover who you want to help and how you can help them. For instance, if you are a yoga teacher, you might say “I want to help 10 new people each month change their approach to stress management by incorporating a daily yoga practice into their lives.” You help those 10 people by selling them a package of yoga classes and meditations that help them manage stress. If your numbers from last year tell you that you needed to connect with 100 people (new leads) in order to sell 10 yoga packages, then one of your initial marketing goals is to generate at least 100 new leads each month.
Your goals also should cover who you want to help and how you can help them.
Connect the dots between the number of people you want to help and your revenue goals. How many people do you need to help each month and at what level in order to meet your revenue goals? These numbers need to match up and be realistic in terms of the products or services you offer. Back to our yoga teacher, if she plans to help 10 new people each month by selling her yoga class and meditation package, and her package costs $100, that’s $1000. If her monthly revenue goal is $10,000, we have a gap that needs to be filled by finding more leads, helping more people, adjusting the pricing, or offering other packages.
Step Two: Make Marketing a Daily Habit
Once you have your goals sorted out, we need to look at how much time you can realistically spend each day on marketing your business. Is it 30 minutes a day? More would be great, but less is ok to start establishing the habit. As I said, it’s got to be something you can and will commit to doing. Otherwise, it becomes just another failed resolution.
What can you accomplish in that 30 minutes? Outline a FB Live topic or blog post? Pop into 3 Facebook groups and answer questions? Post an Instagram story?
Map your week out based on that daily time commitment. At the end of the week, look at what you accomplished and decide what needs to be tweaked, what needs more attention, or what can be delegated to someone else. For your first month, don’t focus too much on results because it takes time to build momentum and a following. As you establish the daily habit and move into month two and beyond, start evaluating results and shift your energy towards the things that work.
Step Three: What Do Your Clients Want?
We now know how many leads you need to generate and how much time you can spend each day doing so. We’ll talk about more the best use of that precious time, but first we need to look at your clients. Who are they, where do they spend their time, and how do they like to consume content?
Those simple questions will tell you how and where to focus your time and energy when it comes to creating content and getting visible. If your clients love podcasts and Instagram stories, then you don’t need to be posting long form articles on LinkedIn.
If you don’t know the answers to those questions, it’s time to start talking to your current customers and your potential customers. It’s a good practice to have those conversations for lots of reasons, but that’s another blog post for another day. For now, just know you shouldn’t be guessing what they want or how they feel. You need to ask!
Step Four: Scope Your Competition
You also should take a good long look at what your competitors are doing successfully – and what isn’t working so well. The point isn’t to steal or copy ideas. Rather, it’s to find inspiration and prevent yourself from falling into rabbit holes that don’t lead anywhere. Learn from your competitors’ successes and mistakes!
If you are concerned that you might feel stuck after checking out your competition and end up copying someone, then research people who speak to the same audience you do but offer a different product or service. Content and campaigns that work for them might also be adjusted and used effectively by you.
Step Five: Plan Your Content
Let’s talk about content. The concept of generating content for all of your connection and lead generation strategies may seem overwhelming. When you start counting up all the video, audio, blog posts, and social posts that you need to generate of the course of a month, you might just decide that invisibility is the only strategy you can cope with.
It’s OK – breathe. If you plan properly, you can generate a lot of different content from one original source! Start again with your goals. What are you helping people do or accomplish? Come up with monthly content themes that help your followers accomplish their goals. Then brainstorm the theme to come up with content ideas that fit under that umbrella.
Let’s go back to our yoga teacher who wants to help manage stress. Her themes could be movement, balance, meditation, breathing, sleeping, food, or time management. She can break those themes down further to develop her monthly content.
You already know from your research what types of content your clients want to consume. Maybe they like video and podcasts. They also read blog posts and LinkedIn articles, and they hang out on Facebook.
You begin developing content by doing a live interview on your Facebook business page. You download the video and have it edited and posted on your YouTube channel for your followers and organic searching. You have the audio pulled for your podcast. You have the interview transcribed for a blog post. You pull pieces from the transcription to create your LinkedIn article and your social posts for the month.
That’s one piece of content that you’ve stretched out over multiple distribution channels during the course of a month. It’s not so overwhelming to create one really good piece of content, right?
Step Six: Assess and Be Open to the Possibilities
Finally, don’t commit so blindly to a marketing strategy or your offers that you don’t allow yourself to step back and see if it’s actually working. And I don’t mean quit if you don’t see results in two weeks.
Are you seeing shifts in the right direction? Are you connecting and communicating with more people? Are you asking questions to make sure you really are solving the right problems? You can throw marketing at an offer all day long, you can have the perfect funnel, your ads could be clickable and go viral. BUT if the offer isn’t solving the right problem, no one’s going to want to buy.
Join us for January's Circle of Five Spotlight on Digital marketing
Business Coach & Digital Marketer
Robin Rocks! Digital Marketing
E.Y.E. Prosper’s Private Facebook Group
January 23, 2019
11:00 am PST