I’m posting this today for the same reason that I post every day.
I’m posting because I always want us to get to know each other a little bit better. To do that, I like to share my personal experiences and entrepreneurial advice with you.
How well do you know your audience? Do you talk to them daily? Once a week? A couple of times a month?
In the first quarter of every new year, we all like to think about how we can improve our marketing.
We all want to change certain things throughout our businesses to make a better impact and grow our brand reach– like our marketing strategy.
Marketing 101 isn’t just about creating excellent products and services for your clients, it’s also about creating an amazing customer experience.
That’s because there’s no point in marketing something that doesn’t work, or doesn’t solve your customer’s problems.
In other words, no amount of marketing will change a bad customer experience.
I have one client who tripled their business in 2021.
They went from 1 million to 3 million, and it didn’t happen overnight. (Exhibit Z of why you shouldn’t waste your time with those marketers who say they can grow your business by tomorrow, or whatever it is they’re saying these days.)
How’d they do that, though?
My client solely focused on improving the customer journey. They wanted to deliver better products and services for their clients, and they put in the work to get there. They built the right foundation.
The best way to start building that solid foundation with an effective marketing strategy is three-fold.
And first, you really want to optimize your client communication.
As your business grows, certain things you were doing before just don’t work anymore. Things break down. You have to restructure certain areas of your business before you can see that level of success you’ve been working toward.
It’s not a matter of leveling up once.
Instead, look at this gap in your client communications as an opportunity to lean back into the heart of your business and refocus your efforts.
You have to engage (or reengage) your audience, but it doesn’t have to be tricky.
Start with emailing your list once or twice a week. If it works for you and your brand, work your way up to emailing them even more often than that.
There are a couple of other things you have to keep in mind as you build your marketing strategy, too:
First, you are not your target market.
When I tell people that sending a newsletter once or twice a week is a good idea, I can’t tell you how many times I hear something like:
“Oh, I would never want that! I don’t wanna bug my email list with even more emails they never read.”
Like I said, you’re not your target market.
Most of the people you market to don’t get as much email as you.
They’re used to getting marketed to.
Here’s the thing, too:
The more consistently you market to them, the more they get to know you. You start to deepen your relationship with them.
That makes it easier when I do have something to promote. My circle is used to hearing from me with this healthy pattern of behavior.
Let’s look back at that first thing I talked about today, where I asked how often you talk to your audience.
If you really are concerned about whether or not you’re bothering them with a weekly newsletter, why don’t you just ask them?
Engage in conversation with them. Survey them. Have in-depth conversations with them to get to the bottom of it. Trust me. These types of conversations are way more valuable than you might think.
The last thing I want to talk about today when it comes to building a marketing strategy is breaking things down into quarterly themes for yourself.
In the first quarter of your business, what are people in your target market typically thinking about?
If you’re in the fitness industry, they’re probably thinking about working out, losing weight and changing their diet between January to March.
If you’re in the home service industry, they’re thinking about what spring home improvement projects they can work on.
Being aware of what the customers in your audience really want lets you build a themed and structured 90-day marketing strategy. That makes coming up with a structured plan for the second, third and fourth quarters a whole lot easier.
Here’s a little recap for you on how you can build a successful marketing strategy of your own:
1. Communicate with your audience. Seriously.
2. Remember that you’re not your target market, so what you want probably isn’t what they want.
3. Break your 90-day marketing strategy down into themes.
But look, I get that building a marketing strategy takes time and a whole lot of effort. You might not have the time or experience it takes.
That’s why I’m here. Let’s chat so my team and I can build a marketing strategy that works for your business:
To your success,
P.S. I got more in-depth about how to build a marketing strategy in monday’s episode of The Engine Builder’s Show.
Check it out here: https://www.facebook.com/1355364348/videos/353556963272707/