Posts tagged marketing plans
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.

What a digital marketer's 2019 digital marketing plan looks like

I am immersed in the world of digital marketing. Between my corporate job and side-hustle, I’m strategizing and creating online and offline content (print or networking collateral) on a daily basis. Not only am I constantly creating marketing for other entrepreneurs, I have to keep up with my own as well.

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So what does a digital marketer do for her own marketing? How do I manage to fit marketing my own business into a VERY full month of managing others’ marketing? My advantage is that I’ve done a lot of everything, so I know what it takes to create certain assets, how to see if they’re working and what combinations work within various time, budget and creative limits.

What I’ve learned is that the best approach is to formulate a marketing strategy or plan around the person or persons in charge and their business goals, not all the latest marketing trends or what’s traditionally worked for a certain industry.

Many times, business owners will have an idea of what they want based on watching others, but aren’t aware of how time consuming or costly it is, or that it’s actually not doing anything for the other entrepreneur at all - it just looks or seems flashy. Believe the metrics, not the visual appeal.

Here’s the thing, boss babes, your marketing secret sauce is what makes the most sense for YOU - your time, budget and creative capacity.

My 2019 marketing plan is wider and broader than what I was doing in 2018, but it’s based mostly on what I can handle in the time I have to create and test and tweak and improve within an allotted window each month. I am pushing for more but within realistic guidelines and being another year wiser about what will produce the best ROI for what I can invest - both in time and money.

In summary, my 2019 marketing plan consists of most of the same things I was doing in 2018 - keeping my website fresh, monthly blogs, weekly social posts and weekly emails. I’ve added paid social ads because I think I’m ready to manage them (doing it right is more expensive and high maintenance than most people realize).

As you create your 2019 marketing plan, please don’t get wrapped up in what “everyone else” is doing. If you’re in the early years of your business or need help keeping up consistent marketing that isn’t time consuming, I’ve got exactly what you need here. My post on driving website traffic is basically a fundamental marketing strategy with a great, simple tool to help with consistency.

What else are you curious about when it comes to a 2019 marketing plan? Let me know and I’ll do a blog post or maybe a Facebook Live on it. Make sure you’re following my social accounts! I’m constantly giving away marketing GOLD on them. Enjoy your new year planning, girlfriend!