You and me, we want to build businesses we love. And we want the marketing to be easy, something we don’t have to think about daily. We just want to know what needs to be done, do it and be done with it.
To be able to do that we need an easy-to-use marketing plan. Just a basic plan so we know what to do and how, and we can build on it if necessary.
So today I want to talk to you about the steps to make this easy-to-use plan.
5 steps to your easy online marketing strategy
Step 1: Who’s your audience?
Let’s start at the beginning. Who is your audience?
First, give me the general description. Something like: “Busy entrepreneurs who want to spend as little time on their marketing as possible”. Yes, that is still general. So if your description now is something like “Mums” or “Professionals”, please try to be more specific. Read more about this in ‘Make a mental picture of your audience‘.
Then, work on one or more persona’s. A persona is a very specific person that fits your ideal client to a T. This persona will help you talk to your audience.
If you try talking to a 100 people at the same time you will have more trouble talking in an engaging way. People won’t feel as attracted to you. But if you have a specific person in mind at the moment you talk or write, more people will have the feeling you are talking to them. So work on a persona so you can engage better.
Read more about making persona’s in ‘Finding your ideal customer‘.
Last but not least: What names do they identify themselves with. “Mum” is a strong name as is “Teacher”. “Sentient being” is something we don’t identify ourselves with just as much, while we all are sentient. This is called Egoic labels and can really help you connect with your ideal customer because they feel attracted to the term.
Step 2: What’s their problem you can solve?
Step 2 has two layers.
First up we want to know what problems your persona has. What is he/she dealing with? Make sure you really write from their perspective. If a clients problem is lack of energy, you might be aware that is due to not drinking enough water, but the client just thinks “I lack energy”. (More about this in ‘What’s their problem‘)
After you’ve done that, it is time to think about how you can help. What does the client need? How can you package it so they know they need it.
Make sure to remember that what the client thinks he is dealing with, might not be the real underlying problem. So first talk about the lack of energy and what can cause this. Then you can talk about your products or services that can help with the real, underlying issues.
I use the marketing stairs to really zone in on what my ideal client needs.
Step 3: Possible content you have (to make)
Now you know your audience and their problems you can solve it is time to think about the possible content you can make, both free and paid.
You might be able to do a free video series about the underlying issues that might cause a lack of energy. Or write an ebook about it.
How about blogs about easy-to-do online marketing ;)?
Think of all the content you already got that you can use in other ways, and content you can make that might really help your customer with their problems. This will make you end up with a long list.
Step 4: Picking channels
Knowing your audience, their problems and the content is necessary when picking the right online marketing channels.
You have no use for YouTube if you won’t be making any videos. And if all of your content is text Pinterest is no use (but really, all text? is there no way to make it more visual??) and there is no reason to use Twitter if your audience isn’t there…
Pick out the right channels to reach your ideal clients in the sea of people.
You might even want to think about the amount of time you got and your own personality when picking the right channels.
Step 5: Setting targets
Even a simple strategy wouldn’t be complete without setting some targets. You need to know what you want to achieve on these channels so you know if you are reaching it or not. Do you want to get more visitors to your website? Or interact with your fans more? Do you want to sell a certain product more or improve customer service after they bought it?
These are the 5 steps that will get you an easy-to-use marketing plan. You can always build on it, but it will get you started and it will make sure you know what you need to do so you don’t have to think about it anymore.
Is your strategy ready? If so, let us know your plan below. If not, don’t worry. We got the whole month to work on it!