Now that you’ve identified your ideal client (AKA #BestClientEver) from using this free guide and you know your online marketing options from using this helpful worksheet, it’s time to finally create a strategy to earn that client.
How will you take your #BestClientEver from not knowing about you to earning their business?
This can be a difficult question to answer because there are often so many options.
Where do you even start?
In this post, I’m going to show you step-by-step, exactly how to create your marketing strategy to reach your end goal of earning your #BestClientEver’s business.
Plus, there will be two very different examples of implementing this process at the end so you can begin dreaming up how you can apply it to your own business.
But first, let’s talk about the elephant in the room.
My very last post discussed the Online Marketing Web – a depiction of your basic online marketing options. I related these options to offline marketing options to make them more relatable.
However, that didn’t tell the whole story, did it?
I mean, it told a lot of it – 2500 words was no small blurb on the topic.
But there are still other ways your ideal client can first hear about you, right?
So before we get into creating a strategy, we’ve got to update our Marketing Web to include all the other offline marketing options as well.
In reality, our ideal clients don’t just interact with us online or offline. They do both. And therefore, the two webs combine and sometimes work together to guide your ideal client to giving you their money.
That’s why I’m breaking this all down for you, step-by-step.
Because I’ve seen it so many times before – when left to your own devices in this crazy mixed-up web of options…
You end up wasting time, money, and effort on marketing strategies that just aren’t worth it.
Am I right?
So many options, not enough insider know-how to decide what’s absolutely necessary to market your business and what’s not… and you’re left kicking yourself, wishing you would’ve known better.
Well, now you CAN know better.
You can make better decisions from here on out.
It starts with a rock-solid marketing strategy.
It ends with you reaching your business goals.
It’s compounded by building on those successes and growing this business of yours far past what you even imagine possible today.
Let’s dive in to the six-step process of creating your rock-solid marketing strategy, taking your #BestClientEver through the process of knowing, liking, and trusting you, with the goal of earning her business. (If the know-like-trust idea is new to you, read this post first.)
I suggest downloading this worksheet to guide you through answering these questions on paper. If you’re anything like me, these questions drum up many answers that need to be worked through, scribbled out, and ultimately decided on.
Okay, here we go:
#1. Identify and focus on your ideal client.
If you’ve been following this process from the start, you’ve already done this step. If this is you, grab your #BestClientEver guide and remind yourself that that’s exactly who you’re focusing on right now.
If you haven’t yet identified your ideal client, grab this guide and answer its questions.
The idea here is to not focus on attracting all sorts of potential clients to your business, but to instead focus on the absolute #BestClientEver and gear everything thereafter toward that one person.
#2. Understand your online and offline marketing options.
Wait, didn’t we just do this? Yes, we did here in the most recent blog post and again above.
If you’re unclear about what any of those options are, you won’t be able to complete the following four steps, so revert back and let that all sink in.
#3. Identify where your ideal client first finds out about you.
Okay, the rubber is starting to hit the road now. Using the Big Marketing Web, 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 (like, then trust, then buy) 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 end point when we build a strategy, so we better know where both of those points are.
Does your ideal client book an event with you over the phone? Does she purchase your product in your online store? Does she register for your class at the front desk of your store?
How does the sale actually, physically happen?
#5. Identify what has to happen for your ideal client to then 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?
How do you appeal to her?
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 then 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?
Once you’ve answered these questions, you may want to draw it out using the Big Marketing Web. If you’re a visual learner and thinker, this will help you visualize the exact steps to winning your #BestClientEver. It certainly helps my brain imagine it all, which is why a blank Web is included in the guide.
Now let’s pause for a side note:
If you’ve gotten this far in the process and are still not completely sure that your #BestClientEver will behave this way, you may find value in validating your assumptions before moving forward.
This is especially true for someone just starting their business with no client history. Of course, in this situation, it’ll be difficult to know exactly how your #BestClientEver will act because you’ve never actually encountered them before.
In an upcoming post, I’ll show you how to go about validating your marketing strategy if you’re still unsure about it. More about that in coming weeks.
Okay, back to the main show.
Now that we’ve outlined the process, let’s check out some examples of it in real life.
Example 1 – Service-Based Business
Julie owns an event venue for small, intimate weddings. Her ideal client, in short, is a bride with a rustic + romantic style and a wedding planner. (Yes, there are more details than that, but I’ll spare you that whole process, as we’ve discussed it in a prior blog post here.)
Julie’s #BestClientEver Bride first hears about her event venue through a friend that attended a wedding there recently.
Julie’s end goal is to get this Bride to book her wedding at the event venue.
So, after hearing about the venue from a friend, the Bride views her friend’s pictures from the wedding on Facebook. She then easily finds the venue’s Facebook page and Instagram feed to browse through their photos.
The Bride wants to know more details about the venue, so she clicks over to the venue’s website to find her wedding date available and other bride’s testimonials, saying how perfect the venue really is.
Liking what she sees, the Bride asks her wedding planner about the venue. She wants to know if it truly is as good as the pictures.
The wedding planner confirms that she’s had great experiences at the venue with other brides.
Since the Bride trusts her wedding planner, she schedules a time to visit the venue to make sure it’s exactly what she’s looking for.
At the visit, the Bride has no doubts – this is the perfect spot for her wedding – and books the venue.
Outlined on the Big Marketing Web, Julie’s Bride does this:
And therefore, those are the places Julie will need to put resources into to reach her end goal. All the other marketing options her Bride doesn’t come in contact with don’t need to be a part of Julie’s marketing strategy.
Example 2 – Product-Based Business
Anthony curates and sells natural home and skin care products both online and in his store downtown. His #BestClientEver is a health-conscious mom, interested in finding the most natural products for herself and her family.
Anthony’s #BestClientEver Mom first finds out about Anthony’s products from seeing his business’s ad on Facebook.
In the end, Anthony’s ideal sale happens in his online store and his #BestClientEver Mom becomes a “repeat customer,” purchasing from him every 2-3 months.
When the Mom sees the Facebook ad, she clicks on it to go straight to Anthony’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.
Anthony 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.
Here’s what Anthony’s marketing web would look like:
Not only is Anthony’s strategy succinct and brilliant, look at all of the things he DOES NOT have to focus on by drawing up this strategy?!
Now it’s time for you to follow this six-step process and create your own, unique marketing strategy.
Here are the resources you’ll need: