But why on earth would I do this? Am I trying to put myself out of business? Far from it!
I’m prepared to bet that the kind of ambitious business owner I’d like to work with will take one look at this and say, “That’s an awful lot of work Ros, I don’t have the time and besides, I need an outside perspective to do this effectively. Why don’t we talk?”
But let’s start with the basics. What is a marketing strategy and why do I need one?
So, here it is... Your complete guide to building your own marketing strategy. If you find you can't or don’t want to do this alone - do give me a call.
1. Deeply understand your customers
2. Match your product to your customer
3. Set SMART objectives
When talking to clients I so often hear targets like “I want to get more sales” Great! But how many sales are ‘more sales’? Is this number realistic? Setting objectives like this is the equivalent of drawing a product spec on the back of a napkin - it’s fine to start there but it’s nowhere near sufficient to grow your business.
4. Map out your customer's buying journey
For my business, it looks like this:
- People usually find me via social media, word of mouth or organic search.
- They typically go to my website and read a couple of blogs to see whether I know what I'm talking about (like you're doing right now!)
- Then they join my Facebook group, or sign up to my email newsletter to get to know me better and find out if I can add value to their business.
- Then they might get in touch with me and book a Clarity Call, at which point I'll make sure we are a good match for one another and I’ll give them some free advice to build more trust and show them what it’ll be like to work with me..
- After this call, I'll offer one of my products or packages depending on what they need.
- After that, we'll talk about other ways I can help them in their business.
Sometimes customers will skip a few of these stages. Other times they think about buying for a while before they're ready to take the next step. Either way is fine, but I have these stages built into my marketing so that customers can make that journey in a way that suits them.
If you haven't worked out a clear path to purchase, where each step builds trust and reduces the perceived risk, then customers will sometimes step out. They will decide that the next step is too big a jump for them and they'll walk away
5. Prioritise your tasks
Every business owner I’ve ever met can write a marketing wish list as long as my arm of the things they could do if they had unlimited time and money. But a list like that is overwhelming when you have no idea where to start.
Once you’ve worked out what improvements you need to make to your marketing, you need to prioritise. I always start by identifying the quick wins and then prioritising tasks in a logical order. There are a number of prioritisation methods but the important thing is to have a logical method you can trust so you can move out of overwhelm and start taking action.
6. Plan your marketing measurements
When measuring your marketing strategy you need to consider;
- What are the indicators that will show you whether potential customers are successfully progressing through the buying journey?
- How are you measuring the ROI for the whole buying journey?
- What are these figures right now?
Once you've decided on your measures, look back at your objectives and goals and check that they look reasonable.
But not easy.
Creating a good strategy is not just about how much marketing knowledge or experience you have, although that's important, it's also about perspective. To create a robust marketing strategy you need the perspective to see what your business looks like from your customer's viewpoint. This is the bit that most business owners have difficulty with. I even struggle to do my own strategic marketing because I cannot get that perspective by myself! Luckily I have a network of talented marketers and strategists I can call on when I need a sounding board.
If you'd like to discuss your marketing strategy challenges and get some outside perspective on your business, book a Clarity Call.
Or click here to receive my free guide ‘How to do marketing that actually works’.