There are countless tools at your fingertips when it comes to promoting your business online. From email marketing to social media, you could literally come up with dozens of ways to market your product or service.
The million dollar question is: which do you choose?
In my experience, I see business owners go with what is familiar. Maybe they have heard of Facebook ads and, therefore, believe that is the way to go. They think they “should” be on Twitter or “should” build an email list.
While those options may end up being the best course to take, that approach is backwards. Uncovering an ideal marketing plan is done in a series of steps starting, most importantly, with business goals.
What are you trying to accomplish?
It’s amazing how easy it is to overlook this question, but it is the most important to answer. Articulate for yourself what you are trying to achieve and remember that you may have more than one goal.
Outline the what and the who.
Example of professional with a single goal:
- I want to sell my services as a virtual assistant to solo entrepreneurs making at least $100,000 per year.
Example of a professional with multiple goals:
- I want individuals who want to be public speakers to purchase coaching packages from me.
- I want to establish myself as an influencer in the area of public speaking.
Why will others want what you are selling?
Dig into the motivation of others to purchase your product or service. If your ideal client or customer needs a lot of convincing, your strategy will include more touchpoints.
Another factor is trust. If you are selling coaching services, for example, your client will need to know you before purchasing. Your marketing strategy will be heavy from a content standpoint: blog posts, podcast interviews, videos, etc.
If, on the other hand, you are selling a service with a black-and-white need — lawn service, for example — trust isn’t as big of a factor. You can simply identify the best way to reach individuals or businesses that need your services and get in front of them with your call to action.
Will your ideal client or customer be looking for you?
This will greatly impact your marketing strategy. If clients or customers are actively searching for what you’re selling, Search Engine Optimization (SEO) is critical for your website and other platforms like LinkedIn or YouTube.
If they aren’t, you may want to look into lead generation or paid advertising and your marketing strategy will have to nurture your audience from cold to customer.
How can you best showcase the benefit of working with you?
Your value is critical to conversion. If you are selling a service, look to promote your expertise in a way that puts you in the best light.
Do you light up when you talk about what you do? Make videos or pitch yourself as an on-camera or podcast interview. Are you a strong writer? Write blog posts.
Think about how your audience will want to learn more about you. Are you targeting people who are rarely in front of a computer? Try direct reach-outs and ask for a phone call.
Is your ideal client a mom who is always checking Facebook? Put together Facebook ads or do live videos.
Need additional help?
This is just a start to putting together your marketing strategy. There are many other factors involved to determine the best plan of action.
If you are feeling overwhelmed at the thought of putting your own marketing plan together, reach out to me for help. We will go over all of these questions and more. Then I will provide you with a detailed marketing plan you can execute yourself or hire someone to execute.
Chrissie Zavicar is a B2B lead generator and personal brand strategist who works with passionate entrepreneurs and professional athletes. To learn more about her services, visit her LinkedIn profile or contact page.