Based on how many messages I got last week from subscribers and followers saying things like, “OMG I finally understand how this marketing stuff works!” and “The marketing web actually made sense! I get it now!” … I’d say we should just jump right into Part 2 of The Ultimate Guide to Creating Your Marketing Strategy.
This week, I’m showing you my 6-step process to mapping your business’s unique marketing strategy. Plus, I’ve added in a few examples at the end to get you started.
My 6-Step Process to Creating Your Marketing Strategy:
#1 Identify and focus on your ideal client.
The idea here is to not focus on attracting all sorts of potential clients to your business, but to instead focus on the absolute ideal client and gear everything thereafter toward her.
If you haven’t gone through my ideal client defining exercises yet, click here. You cannot build a solid marketing strategy without first checking that off the list.
If you’ve already completed the ideal client defining exercises, you’re super clear on who your ideal client is and what she mentally craves from your business.
Jot down what your ideal client is mentally craving on a blank sheet of paper, for memory’s sake, and then move on to Step #2.
#2 Understand your marketing options.
Review each piece of the Online and Offline Marketing Webs and make sure you understand what each term means. I’ve supplied my in-English, layman’s terms glossary within last week’s blog post, found here.
Once you’re clear on those options, move on to Step #3.
#3 Identify where your ideal client first finds out about you.
Okay, the rubber is starting to hit the road now. Looking at both the Online and Offline Marketing Webs collectively, where does your ideal client first have the opportunity to know about you?
There may be several answers here. I challenge you to narrow it down to just ONE ideal place for your ideal client to first find out about you.
What is that ONE referral source that makes the rest of the process go the smoothest?
#4 Identify when and where the final goal is met.
Now we’ve got to skip ahead a bit and know exactly how the end goal – earning her business – is met. It makes sense, right? We’ve got to draw a line from our starting point to our ending point when we build a strategy, so we better know where both of those points are.
Does your ideal client book an event on your website? Does she purchase your product in your online store? Does she schedule an appointment on Acuity and you sell to her via Skype?
How does the sale actually, physically happen?
#5 Identify what has to happen for your ideal client to like and relate to you.
Now that we’ve got our start and end points identified, what occurs to make your ideal client go from just knowing about your business to liking it?
Where do you present yourself to make her think, “Hey, this business/product/service might be exactly what I’m looking for”?
#6 Identify what has to happen for your ideal client to trust you.
Finally, we need to connect your ideal client liking you to trusting you so she can buy from you.
Where does she go to make sure you’re legit? To make sure what you’re selling is truly what she needs? To make sure she’s not going to regret spending her money with you?
Examples of Real-Life Marketing Strategies and How They’re Mapped On the Marketing Webs
Example 1 Service-Based Business
Julie is a graphic designer who provides business branding packages to small online businesses. Her ideal client identifies as a “Creative,” who sells her one-of-a-kind products online and offline and is mentally craving a quick design process by someone who understands Etsy selling strategies.
Julie’s ideal client first finds out about her services while listening to a podcast for business owners like her.
In the end, Julie’s ideal sale happens on a Zoom call with her ideal client, after the two have discussed the client’s unique style and budget.
When the Creative business owner hears about Julie on the podcast, she looks her up on Instagram. Liking Julie’s vibe, she clicks through to Julie’s website from her IG profile.
The Creative business owner then browses Julie’s portfolio and testimonials from happy clients.
Because the Creative business owner trusts the podcast she was listening to and the testimonials on Julie’s website, the Creative schedules a Zoom call with Julie through the appointment scheduler on her website.
The Creative business owner receives both a confirmation and a reminder email prior to the call.
The two meet on Zoom, review what the Creative is looking for, and Julie sells her the perfect branding package.
Example 2 Product-Based Business
Benita curates and sells natural home and skin care products in her online store. Her ideal client is a health-conscious mom, mentally craving the most natural products for herself and her family, packaged in an easy-to-purchase kit so she doesn’t have to guess what products she really needs.
Benita’s ideal client first finds out about Benita’s products from seeing her business’s ad on Facebook.
In the end, Benita’s ideal sale happens in her online store and her ideal client becomes a “repeat customer,”purchasing from the store every 2-3 months.
When the Mom sees the Facebook ad, she clicks on it to go straight to Benita’s website.
She scrolls through the products to be sure they’re of the quality she’s looking for. After confirming that they are high-quality, she sees that she can purchase them right there on the website and if anything she orders isn’t what she expected, she can return it and get a full refund.
She likes what she sees and trusts that she won’t regret ordering, so she fills her online cart, enters her contact information including her email address, and purchases the products.
Benita then retargets the Mom through email, reminding her to restock the products she’s bought and letting her know about other products she might like based on the items she’s bought before.
When the Mom receives these emails, she appreciates the reminders and the product suggestions, clicks back to the website, and purchases again, making her a repeat customer.
Example 3 Service-Based Coaching Business
Jenny is a money mindset coach, helping Millenial females get out of debt. Her ideal client is mentally craving a coach to respect them and give them real-life, modern advice.
Jenny’s ideal client first finds out about what she does through a friend who is Jenny’s past client. After hearing this friend rave about Jenny, the ideal client hops onto Instagram to scroll through Jenny’s feed.
Finding the feed to be uplifting and helpful, the ideal client clicks to Jenny’s website. On Jenny’s website, the ideal client clicks to the Services page to see how Jenny works with her clients and then to the About page to again, see if Jenny’s someone she can like and maybe even trust.
The ideal client then sees she can download a checklist of money-related actions before the New Year. She signs up to receive the checklist, which is then delivered straight to her inbox. Over the next few weeks, she continues to receive super helpful guidance from Jenny in the form of blog posts and other downloadable guides via email.
The ideal client figures that if Jenny has already given her THIS much value for free, her coaching must be top-notch. So when Jenny asks this ideal client to schedule a 30-minute discovery call in one of her emails, the ideal client does just that. On the call, Jenny sells the ideal client a 3-month coaching package.