Posts in Lindsey Wagnon
Why your business needs a marketing journey, ASAP

Have you created a marketing journey for your audience, or a marketing maze?

Marketing Journey

If there’s one potent marketing lesson I could offer small business owners - and even some inexperienced marketing professionals - it’s that you want your audience on a journey, not forced to navigate the mess of a maze to buy what you’re offering. Here’s the difference.

A marketing maze leaves out important steps your perfect client is likely to take in their relationship with your business to shift from stranger to follower to fan to customer to repeat customer to referrer. A maze is inconsistent in brand identity, timing, message and/or calls to action.

A marketing maze is created when you get caught up in trying to attract new leads or clients without planning out the path you’d like to put them on once they respond. It’s confusing, and it’ll lose people along the way - oftentimes without you even realizing they dipped out.

A maze is not only messy for your followers, it’s deceiving for you as a business owner - you may think it’s working because a few people will persist and find their way to the end, but what you may not be aware of is how many you’re turning off with its twists and turns. (This is where reading marketing data is vital, another essential aspect of great marketing.)

A marketing journey is a clearly mapped out path from attraction to conversion. It’s a carefully considered plan that ties everything together from who you’re wanting to go after to where you’ll attract them to that first piece of content they’ll see to how you’ll keep them engaged, how you’ll push for response and where they’ll go to respond. Then, how you’ll continue to communicate so they’ll keep buying or give you a great testimonial. A marketing journey is very intentional and reduces the work your audience member has to do to get to each next step - preventing them from bailing along the way.

You know what I’ve noticed leads many small business owners to a marketing maze? Patience.

Not great ideas. Not creativity. Not budget - although if you’ve got the money for it, I HIGHLY recommend paying a professional to help you with a marketing journey. Not smart business goals and decision-making. What keeps most of us (I can be guilty, too!) from truly effective marketing is the patience to pause, reevaluate, and be as intentional with marketing planning as you are with your business planning.

If you’re concerned your marketing is more of a maze than a journey, here’s what you should do, immediately.

  1. Put a half-day block on your calendar.

  2. Get a marketing plan.

  3. Spend some concentrated time planning your marketing - from business goals to budget to which platforms you’ll use to how you’ll follow-up after purchase. The marketing plan will help you think through every aspect of an exceptional journey.

Of course, I’m always here to help you determine what’s next for your marketing. Sign up for a consultation.

The most important goal to set for 2019

I can set New Year’s resolutions all.day.long. I love goal-setting, planning, prioritizing, checklists, checking goals off when I’ve reached them. Have I mentioned I’m a 1?

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This year, I have bigger goals than ever. And I’m SO FREAKING EXCITED ABOUT THEM. Physical goals, financial goals, investment goals, relationship goals… Give me all the goals. I’m a goal digger, surrounded by a community of achievers both on and offline.

But if goals are what gets you through a week, a month, a year, it’s time to take a hard look at what you are actually achieving.

I believe we were made with an ultimate goal already built into our DNA. The goal to know God. To live beyond life on earth and for the far bigger end of eternity with Him.

Sadly, our goal-getting can cause us to lose sight of this. To lessen the priority of what’s most important. And even to forget who we are and what we were made for.

If goals - however noble they may be - become our main motivation from one day to the next; becoming more fit, increasing our financial standing, gaining influence and building a bigger kingdom - whatever that looks like - we will gradually lose the true purpose of our life in numbed forward motion.

I’m loving my goal-setting this year, and this is not to knock the act of it. But I have to regularly stop and remind myself that one day, I will leave earth and all these achievements behind. One day, I will talk face-to-face with my maker and share with him what and who I lived for.

I will start this next year already losing if I neglect the ultimate goal of each and every breath I’m given: To live in-step with God and fulfill the purposes He’s given me.

Especially this purpose.

Beyond the smaller, less important goals I’m looking forward to achieving in 2019, I have a bigger, much more meaningful goal to know God more deeply this year. To be more intentional in my time with him. To align everything else with his whispers and Word. To be bolder about my faith in Jesus Christ. To live in a way that inspires and challenges other believers. These are the goals I will be proud to invest in - the eternal goals that don’t pass when I take my last breath.

If you’ve made it this far, thank you for letting me preach a bit. And let me encourage you to add faith goals to your list. In fact, put a big one at the top of your 2019 resolutions. Don’t go soft when it comes to living out your beliefs.

If God is asking for more from you, let this be the year you fully commit to what that is. More focused attention during devotionals. More prayer. More openness in worship. More effort in being involved with a church community. More exploring what you believe and why. More serving, sharing or giving. More accountability with someone you know will speak godly truth to you. More being the example in your family. More scripture memorization. Less distraction (even by what’s good or innocent) and more deliberate decision-making.

Make 2019 the year you deepen your faith. I will be setting the same goals with you, you won’t be alone!

Therefore, brothers and sisters, we have an obligation—but it is not to the flesh, to live according to it. For if you live according to the flesh, you will die; but if by the Spirit you put to death the misdeeds of the body, you will live. Romans 8:12-13

If you feel like you’ve coasted for too long and need a push, this is a good place to start.

And if this resonates with you, put a little heart below or leave a comment. I would love to hear your thoughts!

Pink hair, the motorcycle story and bad Facebook photos

Earlier this week, I met up with a friend just to chat about life. We said hello, ordered coffee and for the next hour and a half, compared our life history, each going back a few years, doing that thing where you cock your head to the side and scrunch your forehead in concentration to remember. The conversation was decorated by a lot of gasps, jaw drops at VERY interesting details, nodding along in complete understanding and exclamations of, "yes! me too!" 

I grew up in southwestern Virginia, so visits to historic Williamsburg came with the territory. Here's me, my 4-years younger brother and 5-years younger sister. Also, my dad's legs and high socks. 

I grew up in southwestern Virginia, so visits to historic Williamsburg came with the territory. Here's me, my 4-years younger brother and 5-years younger sister. Also, my dad's legs and high socks. 

I know we're not supposed to live in the past, but I love a person who genuinely wants to know where I've come from. Because our history gives context. It exposes areas of relatability, and it helps you feel more understood. Plus, it opens up areas of experience and wisdom that may help others out.

Today, I'm feeling reminiscent. I dug back through old Facebook photos (I'm too old to have my WHOLE life history there, thank goodness).

Here are a few things about me you may not know, supported by horrible photography.  

I went to Virginia Tech for communications and music. I graduated with a degree in broadcast journalism and minor in jazz vocal performance. I met some great friends there, a few of whom I still keep in touch with. 

I went to Virginia Tech for communications and music. I graduated with a degree in broadcast journalism and minor in jazz vocal performance. I met some great friends there, a few of whom I still keep in touch with. 

My brother and sister also went to Virginia Tech so we're quite the Hokie family now. 

My brother and sister also went to Virginia Tech so we're quite the Hokie family now. 

Philip and I got to know each other through doing ministry side-by-side, which has been the foundation of our marriage. We joined forces to lead a young adult group at church, myself mostly doing music and him leading the weekly teaching. Leadership has always been natural for us. 

Philip and I got to know each other through doing ministry side-by-side, which has been the foundation of our marriage. We joined forces to lead a young adult group at church, myself mostly doing music and him leading the weekly teaching. Leadership has always been natural for us. 

Yes, that's philip on the drums and me leading worship at the piano, something I still really miss doing. 

Yes, that's philip on the drums and me leading worship at the piano, something I still really miss doing. 

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When we met, Philip had a Honda motorcycle he was obsessed with. In this photo, he's taking my little sister out for a ride at her high school graduation party. About two weeks later, he would propose to me and by the time we got married that september (yes, we planned our wedding in 10 weeks), he would have sold the motorcycle to pay for our honeymoon in Jamaica. I know. 

I love, love, loved our wedding. It was the most perfect September day at gorgeous Smith Mountain Lake, Virginia. instead of a unity candle, we did a foot washing. 

I love, love, loved our wedding. It was the most perfect September day at gorgeous Smith Mountain Lake, Virginia. instead of a unity candle, we did a foot washing. 

About six months after we got married, I did the cliche hair chop thing. Only I did it to the extreme. My one and only pixie cut. Cute and low-maintenance, but I preferred it a little longer, so back out it grew. 

About six months after we got married, I did the cliche hair chop thing. Only I did it to the extreme. My one and only pixie cut. Cute and low-maintenance, but I preferred it a little longer, so back out it grew. 

I've had extremely long hair, chin-length hair, platinum hair, taylor swift straight bangs and everything in between. 

I've had extremely long hair, chin-length hair, platinum hair, taylor swift straight bangs and everything in between. 

Even pastel pink hair. 

Even pastel pink hair. 

I guess you could say I'm a pianist. I took for nine years growing up and self-taught chord reading so I could lead worship with a band. I taught lessons for about five years, too. I still dust off the keyboard now and then with the hopes that one day I'll be able to pick back up where I left off a few years ago. 

I guess you could say I'm a pianist. I took for nine years growing up and self-taught chord reading so I could lead worship with a band. I taught lessons for about five years, too. I still dust off the keyboard now and then with the hopes that one day I'll be able to pick back up where I left off a few years ago. 

This year, we are building house #2. The only other house we've ever owned was a new build and that time, we didn't go through a developer. We lived and breathed drywall, paint, tile, sanding, cutting, grouting, flooring and caulking for 9 months. Hosanna Hill, what I named that house in Virginia, was stunning by the time we were done with it. 

This year, we are building house #2. The only other house we've ever owned was a new build and that time, we didn't go through a developer. We lived and breathed drywall, paint, tile, sanding, cutting, grouting, flooring and caulking for 9 months. Hosanna Hill, what I named that house in Virginia, was stunning by the time we were done with it. 

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I've run 12 half marathons and two full marathons. The Virginia Beach rock & roll half is my most frequent race, which both Philip and my dad have also completed. I'm not competitive at all, running is one of the ways I process life and take a little "me" time. 

I've run 12 half marathons and two full marathons. The Virginia Beach rock & roll half is my most frequent race, which both Philip and my dad have also completed. I'm not competitive at all, running is one of the ways I process life and take a little "me" time. 

Thank you for taking a trip down memory lane with me. You've won me over with your interest ;) I'd love to know what some of your best memories or most interesting, little-known facts about you are. Leave me a comment - or better yet, a link -  so I can return the favor.