Month: September 2021

How to Create a Marketing Strategy

create a marketing strategy

Once you know these objectives for your business, you can then start thinking about your marketing strategy. If you don’t have a business strategy it is harder to create a marketing strategy as you don’t really have an understanding of where you see the business heading and how you can then support that growth with marketing.

So, once you have established this we can then start thinking about our marketing, but what are the key areas we need to consider to create a marketing strategy? Here are three important factors to consider.

 1 – Aims

Ideally at this stage you’ve got some solid “business” aims – things like turnover, sales forecasts etc, but within the marketing strategy we need to think of specific aims for marketing. If we don’t have any aims, how do we know if our marketing has been effective?

For example, aims could be things like raising brand awareness, generating more press coverage, improving open rate for our email, getting more traffic to our website. They are all specific marketing, rather than business aims. By being really clear on your marketing aims, you are able to see clearly if your marketing is working for your business. If you don’t have these aims, you are stabbing in the dark and don’t really have anything to measure your marketing against.

2 – Target customer

Another really important area to consider is your target customer. Often people say to me my ideal customer is ‘everyone’. But it would be impossible to target everyone in the world or the country you live in – we need to be a lot more specific.

Now sometimes ‘target customer’ can be a bit confusing, so I’m going to try and make it a bit easier to understand.

Often you hear of “Ideal Client Avatar”. This is the idea of your ideal customer. Who is that one person you’d like to pick up the phone and book you, click on your website and buy a product. They may have a persona, a name, a job, hobbies etc. It gives you a really clear understanding of who your marketing should be aimed at.

Target customer is slightly different. This can be different groups of people. You may categorise people into different sets. You may have women 40+ in Cumbria, or 16-25 year olds. You may have a business-to-business customer and a consumer customer. You may have a couple of different types of customers you want to target, but your marketing would then be different for each group, as they have different wants and needs. You would tailor what marketing tactics you do for each group.

I’ve also been asked “how do I know who my target customer is”. Well, if you’re more established in business, think about who buys your products and services? What type of person are they, how old are they, where do they live? By doing this you can then perhaps identify any gaps or new areas you want to target with your marketing too.

If you are a new business, do some market research. Look at similar companies and what they are doing, who is following them, buying from them, engaging with them? Ask your audience if you have one. Think about your product and service and who it has been designed for. Then once you start, you’ll soon get an idea of who your customer is.

3 – Key Messages/Brand values

The next important area to think about is your key messages. I always think this is one of the most important things you can do as it underpins all your marketing.

I want you to think about all the things you’d want to shout from the rooftops about your business, product or service. What makes it special or different from anything else? What are the stand-out features? How do you give excellent customer service? Really delve down deep – there would be no point me saying I’m professional, organised and efficient as you would hope a Marketing Consultant would be and in fact most people could say that. Think about the things that really set you apart from the competition. Those are your key messages and should be the main messages used in all your marketing going forward.

We’ve talked about aims for your marketing, identified who your target customer is and what the messages are that will underpin your marketing. Once you have these nailed you’ve started your very own marketing strategy. Going forward your marketing should be a lot more focused and less scattergun in approach and then you can really figure out what marketing is going to work for your business.

If you want to know more about how to plan your marketing or how to implement tactics successfully, check out my courses, which are all available on demand. Click here to find out more.

How to Get More Engagement on Social Media?

More social engagement

Engagement (where people like, comment or share) is probably one of our biggest aims on social media – well, it should be anyway. If you are on social media to “sell” then you have to re-think what you are doing. It’s a place where you should be building up relationships with people for when they are ready to buy in the future. It is a great marketing tool for building up brand awareness and telling people about what you do, so here are my top tips to get people to start engaging with us.

1 – Personality

The biggest bit of advice that I can give you is that people buy people. We’re all a bit nosey at heart, we’re inquisitive and want to ask questions. We love to know about the people behind the business, why they started, what makes them tick. So, you need to let people in. Show your personality and who’s behind the account. Tell them your story, how did you end up doing what you do and what is your ‘why.’ Think about the things that will resonate with other people, that makes them stop scrolling and makes them relate to you. You’ll find with these types of posts, more people will comment and interact with you, share their story or comment on your post. Remember to engage with them, comment back and start a conversation. If they can see there is a story behind the person and the business, they will buy into you and hopefully one day when they are ready, buy from you.

2 – Questions

Another great way to get more engagement with your posts is to ask a question and start a discussion. Think about the posts you’ve written in the past, could you have added a question to the end of the post and invited people to join the conversation? Quite often posts are statement i.e ‘this is what we do’ but don’t invite the user to engage. If you add a question on to the post you are saying, I want to know what you think, let me know. Think about how you could start a discussion too – are there some topics that are relevant to what you do that you could start a discussion on?  Something in the news, something in life, something that’s happened to you, and you need help or advice. These posts are a great way to ask people to join in. However, if they reply, remember to write back to them. You are asking a question, so reply when they answer and don’t leave them hanging.

3 – Give value

The other great way to get people to engage with posts is to give them value. Show them you are the expert at what you do. How can you help them? Can you give them something that will help them, or some advice that will solve a problem they have? By giving value gives them a reason to follow you. If you just sell to them on social media all the time, they won’t read the posts as much, but if you give them something valuable as well, they have a reason to follow you, interact with your post or become an advocate for what you do.

So, when trying to get more engagement on social media, think about what they want to hear. What are the kinds of things that are going to get them to click on your post, like or comment? Think about the types of posts you engage with. Do you engage with sales posts or the ones that are more attention grabbing and interesting?

Try a few of these tips and let me know how they work for you?

If you want to know more about how to craft the perfect social media post, you can download my mini marketing masterclass on how to ‘Create Content for social media’ here.

How to Raise Visibility on Social Media Without Being a Nuisance!

raise social visibility

You don’t need to be an extrovert to be successful on social media, you just need to believe in your product or service. I know some people think that if you post too much, you’ll be seen as a bit arrogant or pushy. Perhaps you are an introvert and the thought of putting yourself out there scares you as well. I get that and I see it so much with clients too, but hopefully these tips will give you a boost in confidence and encourage you to think about how you can post more regularly on social media.

Now, there is no doubt that the more you put into social media, the more you will get out of it. Being consistent is key with social media – not posting 4 times a day, spending hours on it and dancing to silly reels (though I am partial to the odd one myself).

So, when you’re feeling a bit out of your comfort zone, or are worried about bombarding people with your posts, here are a few things to keep in mind…

1 – Not everyone sees your posts

If you think about all the people and businesses you follow on social media, how many of their posts do you actually see? If you saw all 897 friends’ posts every single day that would be loads of posts to get through. Not to mention all the posts from businesses and groups you’re in. There are over 293,000 statuses updated every single day on Facebook alone. So, realistically how many people do you think will see your post – even if they are following you? My point is, not everybody will see every single thing you post. They may see only 1 out of every 3 or 4 posts that you share. So, don’t fret about posting too much as not every single person who follows you will see every single post you share (unless they have favourited you or are stalking you!)

2 – If you don’t shout, others will

The other thing to think about is your competitors. If you are worried about posting too much and don’t want to be a nuisance, I can guarantee you someone else will be sharing their content and shouting about your business, while you are sitting feeling worried about posting. If you don’t do it, someone else will be.

3 – You don’t need to be loud, or an extrovert, to be heard

Social media is a busy, noisy place with everyone vying for your attention. However, you don’t need to be loud or an extrovert to be heard or get your business “out there.” Like I said earlier, you don’t have to do crazy dances to be seen by your ideal customer. Do something different to everyone else, engage and interact with people, be social and helpful and that will have as much impact to the people you need it to.

4 – Give your customer what they want

Leading on from this, think about what your customer needs from you. What do they want to know, what do they want to hear? Think about their pain points and how you can help them through your social media posts. If you are useful, helpful, social and engaging in your content that is much more powerful. They will want to hear from you, they will engage with you too and will keep following you.

And, just to reassure you, if people do unfollow you, don’t sweat it…they were never going to buy from you and weren’t a quality follower anyway, so who cares if they go, you don’t need them anyway.

So, with a bit of a mindset switch, and a little bit more confidence, start posting and forget about being a nuisance – you’ve got this!

Do check out my courses to help you with your marketing. I also offer a Power Hour 1-2-1 session where you can pick my brains. Find out more here.