Where to start with marketing when you don’t know where to start…
If you want to build a profitable, sustainable business then marketing is essential. But it can be a minefield, especially when you’re just starting out. It's easy to get overwhelmed with the different advice, opinions and buzzwords floating around. So where do you start?
Think of marketing as a process
Marketing is a process of communication and connection – connecting with your ideal clients and clearly communicating the value you provide.
Authentic marketing isn’t about sleazy selling or pushy tactics; it's about taking your ideal client with you on a journey - from knowing nothing about you to building enough credibility, rapport and trust they want to work with you (then tell everyone how great you are).
By choosing a range of marketing activities that appeal to each stage of this journey, you step your ideal client closer and closer into your world, building relationships along the way.
When I started working in marketing in the late 90’s there was no social media, we took photos with a camera, and I had a pager not a mobile phone (I’m showing my age here!).
Although the way we communicate with clients has changed over time, the fundamental principles of marketing haven’t. And that’s because they stand the test of time.
It’s about understanding where you are now in your business and where you aspire to be, planning how you will get there and taking consistent action.
5 steps to kickstart your marketing
At its core, marketing is systematic and methodical - there are steps to follow and frameworks to guide you. Here’s 5 steps to get you started:
Step 1: Get clear on your business vision & goals
Why did you start your business? Why is it important to you? What will success look like (financially and otherwise)? What will that give you professionally and personally? How will you feel?
Having a clear vision for your business helps you make the right choices FOR YOU when it comes to marketing. Don’t be tempted to skip this step as keeping this front of mind helps you stay motivated, engaged and focused on the end goal.
Step 2: Build out your marketing strategy
Your marketing strategy is a long-term plan that sets out your business goals and high-level approach to promoting your business. It should include a snapshot of where you are now, where you want to be, and an overarching plan for how you will get there. Get this bit right and all of your marketing will become more effective.
It’s important to understand, with as much clarity as possible, what you offer, who to and why they should work with you over someone else so make sure to include:
Your unique selling point (USP)
This is what sets you apart from the competition and why clients will choose to work with you over someone else. Spend time considering what makes you unique. Don’t restrict yourself to one aspect of your life – reflect on your personal and professional life, personality, skills, relationships, lifestyle etc. What makes you YOU?
Your target audience & niche
Empathising with your ideal client is crucial to creating an offer that will meet their needs. Try to understand what challenges they are facing, what’s driving them, what keeps them awake at night and what they are seeking instead. Brainstorm your ideas, ask previous clients or conduct some research to help you build up a clear picture.
Market demand
To effectively position yourself in the market, you need to understand what is already out there and what people are willing to pay for. Where does your ideal client find help now? Who or what is helping them? What can you do differently?
Services & offers
Once you have the information above, you can start to determine what services you will offer and how much you will charge. Consider how can you provide a solution to the problems your ideal clients are facing. How do you help your ideal clients move from where they are now to where they want to be?
Download my guide to building a marketing strategy for more detail.
Step 3: Define your brand
Before anyone works with you, they will want to know more about you so they can decide if they like and trust you. Building credibility and rapport is key and you do this through your branding and messaging.
Consider how do you want people to think and feel about you and your business. This is where you can let your personality shine! Reflect this in the colours, images and language you use, the style and tone of your messaging and the underlying story you tell across your marketing.
Step 4: Choose your channels & craft your content
Any opportunity you have to talk about your business and your offer can be classed as a marketing opportunity. It’s about getting the right messages, to the right people, in the right way, at the right time.
Choose your channels
Consider where you will find your ideal clients and where they can they find you. Where do they go to find information, support and solutions to their problems? What are they searching for and where? You don’t have to be everywhere - choose the platforms where your audience hang out and engage with them authentically.
Craft your content
This is how you position yourself as an authority and start to build relationships with your audience. What do you want to be known for? How can you provide value? What can you share to educate your audience, how can you inspire them, entertain and engage with them and how can you show enough of your personal life and personality to build rapport? Share your story, provide value, and build genuine connections.
Create your evidence
What do you need to have in place to give potential clients more information, answer questions or provide greater access to you? This could be website content, lead magnets, blogs, newsletters, business cards and stationery, presentations, images, thumbnails, social media posts etc.
Step 5: Make a Realistic Plan (and take consistent action)
If your strategy sets out your what and why, your plan is about the how and when. It should be action focused and set out the specific steps you will take on a daily, weekly and monthly basis to attract clients, generate leads and win business - what you will do, when and how.
Having a plan will help you prioritise, allocate resources and set metrics for success. Choose a format that works for you, but make sure to include:
Goals or outcomes - Goals provide measurable milestones or stepping stones to keep you on track and accountable. Consider the results you want from each aspect of your marketing. It could be profile views, engagement, email sign-ups, leads, revenue etc. How will YOU measure success?
Deliverables - For each goal or outcome, what do you need to put in place? For example, if your goal is to build your audience, how are you going to do that? How many new connections (think face to face as well as online) do you need to make each week/month? Be intentional in your planning - every aspect should align with your brand and business objectives, but also be realistic about what you can commit to.
Actions - What actions do you need to take to meet that deliverable. Do you need to get business cards printed before your networking meetings? What follow up will you do with those you meet?
Dates - When will you actually do it? If you plan to publish a monthly blog, what date will that go out each month. Work backwards and schedule when you need to confirm your idea, create a draft and publish. Get these dates in your diary.
Budget - How much will that cost? Can you afford it? How will you allocate your resources most effectively?
Final tip
You can do anything, but you can’t do everything which is why being strategic and starting with strong foundations is your first step. Keep it simple! Don’t be tempted to create a complex plan that never sees the light of day. Focus on the next 90-days and choose 2-3 key things each week that will make a real difference to your business.
If you want more guidance on getting started or unstuck with your marketing book in for a free chat.
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