Every business needs to do marketing to survive. No marketing = no customers!
However, there are many different marketing strategies and one size definitely does not fit all.
A few networking meetings and random social media posts may fall into the category of ‘marketing’, but they are not a strategy. Effectively, an occasional ‘when I have time’ approach is not going to work. That qualifies as marketing built on sand.
OK, you may not have a dedicated marketing person in your business, or you may have outsourced some or all of your marketing activities, but that doesn’t mean you don’t have to have a marketing strategy and a plan to follow.
Marketing focus
There are a number of elements that you’ll need to incorporate into your marketing strategy.
Brand
How strong is your brand? Where does it appear? Is it consistent? Do the people in your team know your brand colours and fonts – and use them accurately and consistently?
Ideal client
A detailed description of your ideal client is the foundation for everything else you do. What business are they in? What are they worried about (that you can help with)? What do the like doing? What don’t they like doing? What are their business challenges (that you can help with)? What is their personal style, age, gender, position?
Marketing tools
There are dozens of marketing tools; which ones are you using? Are they right ones? Have you explored other options? Which are the best to reach your ideal client?
Website audit
Is your website up to date? Is the message on target? Does the copy grab the ideal client’s attention and keep them engaged? Is it what they are looking for? Are there clear calls to action on every page with an easy route to do what you’ve asked? Are all the links working?
Social media review
Which platforms are you active on? Are they where your ideal clients are active? What is your posting policy? How do you deliver consistent value? What is your strategy to open conversations with potential clients?
Blog
Adding valuable content to your website regularly is a good plan, but is it the right content? Your blog is your opportunity to show off your expertise and position yourself as a specialist. Do you have a content planner to keep your blog fresh with regular new material?
Email list
How do you get people to sign up for email list? When was the last time you updated your lead magnet? How do you nurture the people on your list? Are you making sales through the list?
Networking
Do you attend regular networking meetings, either live or online? What is the return-on-investment? It does take time, but continuing to attend a group that doesn’t generate business, either directly or through referrals, is not a good plan.
These are the core elements, but there are others. It’s a good place to start.
If you’d like to book a Marketing Focus Strategy session, check this page and contact us to book your appointment.
