There is no cookie-cutter model for marketing success. Every business has its own right marketing prescription that combines supporting marketing success factors as well as getting updated as the business grows and evolves.
Your unique marketing prescription must factor in:
- Target Audience
Your personality needs to align with your marketing efforts. For example, someone who is very comfortable on camera might get value out of putting time and energy into videos. Now, if you’d rather eat dirt than be on camera, then video is not a marketing solution for you. If you are a great explainer, then creating helpful content could be a great fit in your marketing Rx, however, if your gifts are best used doing work other than writing, a solution could be to hire help to interview you to craft that content. Just because you can do something, does not mean that you should do it! Do what you do best, have others do the rest!
Speaking of “should”…If I had a dollar for every call I get on with a client who attends a webinar or speaks with a consultant (or my favorite…when a client’s friend who is not an expert but acts like one) and gets “should on” (as in “you should do ____”) then calls me freaking out, I would be on a beach sipping an umbrella drink and not writing this blog post. Like I share in my five factors for marketing success video, there are a lot of options to explore.
Success comes from having the right mix in place that is specific to you, your brand, and your target audience.
Web Marketing Therapy’s ideal clients are small to mid-sized businesses who want better marketing. Not just better results, but a more enjoyable marketing experience overall. My firm does not advertise to get new business. While ads can be a very effective way to reach customers, we prefer to have our business come from referrals and from people who search and find us online. We find that the people who want more marketing education and do some searching to find it (and find us) are a far more qualified fit. Be clear on who you are, what you do, and whom you serve (and be clear on your ideal or target client).
Style is an essential part of the marketing prescription. Your marketing needs to be on-brand and on-purpose for it to be effective. Style isn’t just about appearance. This is how you communicate on the phone, via email, photos, how you present yourself and your brand via social media, Zoom and more. If you are a warm, approachable business and your emails are pushy and salesy, then there is a style misalignment. And never fall victim to “compare despair!” Your competition might do something one way that works well for them, but it may not work well for you. The key thing is to remember that you need to align your efforts to your style!
When I help clients optimize their marketing, we always talk about time. If you need to get visibility immediately, then it might be time to explore ads while you are working on SEO (which takes a lot longer to achieve). Or, let’s say you are a great writer, but you don’t have time to write then we need to factor that in. If this is the case, it’s key to look at other options, even if that means getting on the phone with a writer where you talk and they type and you are doing maybe 5-10% editing and the other 90-95% of the writing is done for you. Marketing doesn’t manage itself. Make sure that if you don’t have time, that you have people in place to keep things moving.
Last, but not least, when you are coming up with your marketing prescription, get clear on money honey…I’m talking budget.
Don’t spend money you don’t have.
Remember, when digital marketing firms are writing proposals, they are selling you their services. You don’t need services…you need SOLUTIONS. Think before you buy and hire help that fits. And never, ever, buy on hope.
My Five Factors for Marketing Success video below is a great place to start self-diagnosing to put your unique marketing prescription in place.
And if you’d like support, contact us and ask for a complimentary marketing Rx session with me!