Have you noticed that when it comes to marketing your business, what used to work is no longer as effective?
Email open rates are down.
Unsubscribes are up.
And new subscriber sign-ups are merely trickling in.
We’re seeing a change in social media engagement as well.
Reach is lower.
Content isn’t being shared as often.
And comments on posts aren’t sparking the kinds of conversations they used to.
So you post more often to social media.
You pump out more content for your blog.
You email your list more often.
More. More. More.
And you’re bombarded with conflicting advice about all the different marketing and social media tactics that leave you wondering which would be most effective for you.
You try the latest marketing tactic that everyone is raving about. But your results aren’t as advertised and leave you wondering what you’re doing wrong.
It may feel like you’re beating your head against the wall, and for what?
After all, you’re trying all these different marketing tactics and you’re still not reaching enough people that will create consistent cash flow.
Here’s the thing …
If you’re on social media, you need to know that how your content is shared and who sees it is controlled by the social platform you’re marketing on.
This means that your message may not be reaching the right people, or as many of them as they used to.
If you’re emailing your community the content you email and how often requires re-evaluation because how we connect with our communities is changing.
People are overwhelmed with information overload.
They’re selectively tuning out.
But this doesn’t mean all is lost.
This is an immense opportunity to reach more of the people who are eager to hire you and buy your products.
All it requires is a shift in how you perceive and approach your marketing efforts.
Shift #1: Strategy before Tactics
To effectively market, you need a strategy before you employ any tactics.
Shift #2: Create Connection
Marketing is about creating a connection with people who are already interested in what you have to offer.
Let’s look at these each of these shifts …
STRATEGY & TACTICS
When it comes to marketing your business, thinking tactics before strategy is putting the cart before the horse.
Strategy is setting the right goals, your desired outcome.
Strategy is intention, your why.
Strategy is planning, your roadmap.
Tactics are how you achieve your goals.
Tactics are the what.
Tactics are the actions you take.
Without the roadmap you’re essentially throwing spaghetti at the wall and hoping something sticks.
Without a roadmap it’s easy to get distracted by the latest marketing tactics.
Webinars. Facebook ads. Video. Marketing Funnels.
That not to say these aren’t effective.
They are. When they’re employed strategically.
To get strategic:
1. Create a focus for your marketing.
This is your primary objective or goal for a period of time. That may be a year, 6 months, or the next quarter.
2. Quantify your goal and run your numbers.
If your goal is to sell out a service, product or course, establish what you’d like to net, what your expenses will be and how many you will need to sell in order to reach your goal.
Know your conversion rates, whether that converting subscribers to customers or closing sales through conversations. You’ll need to know how many people you need to reach in order to meet your goal.
3. Choose your tactics wisely.
What is the simplest and fastest way to reach your goal?
Which tactics will help you meet potential clients where they’re at?
Which tactics will make it the easiest for you to create a connection with people who are already interested in what you offer?
Choose only two or three. And do them well.
Doing more will not get you the results you’re looking for. You’ve already tried that. If a new tactic captures your attention, ask yourself if it will move you closer to your goal. If the answer is no, it’s simply a distraction.
4. Be consistent and measure results.
You won’t know how well a marketing tactic works for you unless you use it consistently. Consistency also gives you numbers to measure so you can gauge effectiveness.
Be flexible. If a tactic works, improve on it. If a tactic doesn’t work well for your market, try something else.
This may not be the sexiest part of your business (unless you geek out on strategy as much as I do) but it will make your marketing much easier and more effective.
There’s this misconception that marketing is about convincing people to buy what they don’t want or need.
So NOT true. And that just feels gross!
If that were true, more women would say they hate marketing.
(And it’s likely why many women don’t market themselves effectively.)
On the other hand, women L.O.V.E. to share something they’re excited about, find valuable and useful, or think will help other people.
When you’re marketing your services and products, you’re marketing to people who are interested. Who want what you have to offer.
They’re already actively looking for a solution.
You just need to get out in front of them and share your enthusiasm for how you can help them.
Connection is everything!
So true in love, and equally true in today’s marketing environment. And people are hungry for connection. They want to feel a connection to you and your business before they buy from you.
To create connection:
1. Be genuine.
Not to beat a dead horse, but you’ve got to be authentic. Be real. Be you. People have a pretty good BS meter these days and sense when someone is not being real.
2. Embody your values.
People buy from people they know, like and trust and one of the best ways to establish this kind of connection is to talk about and walk your values.
3. Stand for something.
Establish a point of view about your industry, your profession and anything else that touches your business and relevantly affects the lives of your clients. Your POV acts as a gravitating force that draws people to you.
4. Be of value.
Know what your clients wants and needs are. It’s easy to get caught up in the product or service we offer and get out of touch with what our clients and customers really want. Meet them where they’re at. Be of value to them. Provide solutions they’re ready and more than willing to invest in.
Truth: the marketing landscape is changing. But what has worked in the past hasn’t changed.
Create connection. In your email communications and content, write as if you’re talking to one person. Because you are — the person reading it.
Engineer a strategy. Focus on a few tactics.
Put yourself out in front of the people who are already searching for what you offer.