Do you ever feel like your marketing plan isn’t giving you the results you want? You may feel like you’re doing all the right things and spreading the word in all the right places, but you’re not getting any traction. You could be feeling this way because your strategies aren’t coordinated with each other. Most small business owners are on the lookout for ways to make their marketing more effective and the best way to do that is to have all your marketing streams work together towards a single goal. Let’s talk about how you can start marketing your business on purpose.
Who is Your Ideal Client?
If you’ve been with us for a while, you’re probably sick and tired of hearing us talk about this! But we repeat this question like a broken record because it should be the foundation of any marketing plan, and yet many business owners skip over this step. Out of all the types of clients, which would you like to work with the most? This will give your entire marketing plan a purpose: to bring in that one client. If you need help figuring this out, check out our free worksheet here.
What are your Goals?
Here’s the step that most people dislike. “My goal is to get more business,” we hear you saying. Sorry, but that’s not a goal. At least, it’s not specific enough to do anything with. An effective goal will prompt some strategies to reach it. If your goal is to get 10% more sales next month, you can run an email campaign, have a sale, or raise your prices. The more specific you can get, the more likely you are to reach that goal! Check out our recent blog about how to make your business 10 times more likely to succeed by setting effective goals.
Conduct a Marketing Audit
Alright, sorry for the fancy schmancy industry lingo. Basically what this means is to take a look at what you’re currently doing and see what’s working and what isn’t. This will help you see what could be better and what ideas should be scrapped. Are these helping you reach your goal of 3 new clients? To think even further: if your ideal client is in their 60s, you might not need to keep up those posts on Instagram. Take a look at the marketing strategies you’re already using and see if they work to attract your ideal client and help you get to your goal.
Keep your Branding Consistent
You have a brand whether you know it or not. What you put out in the world is your branding. Sure, we shouldn’t be judging a book by its cover, but that cover is going to attract certain types of customers. Even how you speak or act can affect how others see your company! Make sure that you’re accurately representing your business, whether that’s in print, digitally, or in person.
Make a Marketing Plan
Finally, we get to the planning part of the process! (Wow, say that five times fast). Take what you know about who your ideal client is, what your goals are, what’s working, and what your brand is, and turn that into a group of strategies to get your company’s name out in the world. It’s a lot of planning ahead, but we promise it’s worth it! Trial and error is a decent strategy, but it’s much easier to spend a little money on a Facebook ad if you know your clients spend their time there.
Here’s some good news: if you struggle with any of these steps, we can help! This is the process we use whenever we sit down and plan with our clients. For some people the hardest part is getting started, while others have the most difficulty with branding. We’re here for you in every part of the process, even if your struggle is carrying out the plan. Reach out to book a consultation and find out how we can help you market on purpose.
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