How was the last 12 months for your business?
For some it was an absolute gold mine filled with opportunities to help others, to genuinely make a difference, and to reap their own rewards in the process.
For some, they’re exactly where they were this time last year, or worse, they’re further behind.
So what’s the difference? It’s easy to say ‘oh, they’re just lucky’ or ‘that industry is booming right now’ but the reality is there were success stories in every industry, regardless of how tough the market was. Fitness studios that absolutely crushed it, when gyms all around them were going broke. Event planners that quadrupled the size of their business by helping others move face-to-face events into the on-line space. Businesses teaching traditional face-to-face classes flourished by creating DIY kits delivered to people’s homes. On the flip side, there were marketing agencies that closed the doors because their niche was struggling and they failed to adequately adapt while the rest of the industry was having its best year ever.
So what was the difference between those who crushed it, and those who got crushed?
Planning strategy and implementation. Plain and simple.
The question now is, how do you want your next 12 months to be? Do you want to finally have the business you always dreamed of? Help others? Make your mark on the world and really have an impact? Yes? Then this is for you!!
Here’s a simple blueprint that will help you get your shit together and, in less than a couple of hours have a marketing plan to absolutely smash it, even if you normally struggle to come up with a single idea.
Step 1. Set some goals. Determine where you are now, where you’d like to be, what would be an acceptable outcome and how you’re going to measure the results. Some examples of these could be…
- Increase revenue from $10,000 a month to $20,000 a month. (Hot Tip: A direct revenue goal may not always be the most appropriate unless you already have some marketing underway. It might be better to increase awareness, or grow your list, first before going for the sale.)
- Grow your marketing list from, say, 100 to 1000. Or 1000 to 10,000
- Increase awareness of your offer (this can be harder to measure. Metrics like web traffic, or video engagement can be useful here)
Step 2. Get to know your ideal customer. Once you know what your goals are, you can determine who you need to speak to in order to achieve them. All you have to do is trust the process and create a detailed client avatar. Some things that may help are…
- Ask your current customers what they like best about your service
- Call some previous customers and ask why they left you (this can be confronting but they’ll often tell you about the problems you didn’t solve for them)
- Read Google, Facebook and Amazon reviews of your competitors to see what people like about them, and what frustrates them. These will often be related to the main problem they wanted solved.
- Identify the trends and pick out the top 3 pain points and top 3 desires or goals.
Step 3. Create content that helps solve these pain points or helps reach those desires. Examples of content you can use in your marketing are things like…
- Social Media status updates
- How-to videos
- Blog posts
- Case studies
Easily plan up to 12 months of content with our FREE Content Calendar even if you normally struggle to come up with a single idea! We’ve included the 3 pillars of content marketing, a simple How-To guide and 32 content suggestions. Grab yours HERE
Step 4. Produce some lead magnets (useful tools you can use to bribe people for their email address and mobile number) and make them available. Some examples of really good lead magnets are…
- How-to guides
Step 5. Create some killer offers you can use to convert people on your list into paying customers, then cultivate those lists using value based email and SMS marketing. A great offer should be…
- Specific and targeted at 1 pain point
- Relevant to your business so it attracts people who care about what you do
- Simple to understand and simple to buy
- No strings attached
- Doesn’t always need to be a price discount
- Massive value (ie. 50% off won’t cut it)
- NOT your core product
- Put limits on it so there is some urgency. Either limit the number available or the time it’s available ie. Offer closes Midnight December 10th. You MUST actually then close the offer to keep your credibility.
Step 6. Decide how you’ll get this in front of your ideal customer. You’ll need to think of things like…
- Which platforms do they use (Facebook, Instagram, LinkedIn etc)
- What type of content are they most likely to engage with (video, blogs etc)
- What terminology and images will resonate with them?
- How will you deliver the lead magnet (Messenger, email etc)
- How will you capture their data (landing page, website, Facebook form, Messenger bot)
- How will you cultivate your lists? (Manychat, mailchimp, Active Campaign etc)
- How will you upsell to your core produce once someone buys your offer.
Step 7. Get Started! Now you have a plan, you actually need to implement it. Create the assets you need, set up your campaign, measure the results and do more of what works.