We're excited to welcome Gwen Montoya, marketing strategist and MOB Nation CMO to the MOB blog. You can learn more about Gwen and how to connect with her at the end of the blog post.
Are you finally ready to get a handle on your marketing in 2019? Let’s look at the six steps you need to ensure your 2019 is as fantastic as you want it to be!
Define Your Audience
If I ask you “Who is your audience?” and your reply is “Everyone!” – it is time to narrow it down. Your audience isn’t everyone.
Although that may sound scary (are you turning money away??) it is actually a good thing. You can’t talk to everyone, but you can talk to your very specific audience who is eager to hear what you say.
How do you define your audience?
Sometimes you can look at demographics and understand that some ages and personalities are more interested in what you sell – it makes sense to then target your marketing towards that expected audience.
But you can also look at that same information and see who is being overlooked and why. That ignored demographic may be exactly the right fit for your business!
Ask yourself who YOU want to work with – what kind of client would make you jump out of bed the morning of your appointment because you are so excited to work with them? Reach out to those people through your words and images and you’ll have a calendar packed with clients who put a smile on your face.
Make a Plan to Reach Your Customers
Once you’ve determined who your audience is – how do you want to reach them?
Which social media platforms will you use?
Will you blog?
Will you need Pinterest?
Will you need to make videos?
Will you use Facebook advertising?
Do you need to meet your people in person?
Or, more importantly, where do your ideal people hang out? What inspires them? What makes them pay attention? How do they take in information?
Go back through the list of marketing options listed above and ask yourself if the people you want to work with are hanging out in those spots.
If your people aren’t on a social media platform, you likely don’t need to be there either. If, on the other hand, your people love (and I mean LOVE) a platform – it makes sense for you to invest some time there.
Create a Content Calendar
Before you get sweaty palms thinking about a content calendar, let’s break it down into what it actually is – a plan for what you’ll post and when.
That’s it. See? Not so scary, right?
Think about what kinds of content your favorite people to work with would enjoy. What will make them click on your link or video?
Is it “how to” types of content? Is it humor? Is it something that makes them think?
Chances are, it is a mix of all of that and more.
Start collecting, or creating, things your ideal person would respond well to and start scheduling it out via Facebook and other platforms.
Create Long Term Fans
It is one thing to work with someone once. Or have them buy your product or visit your business. It is something else entirely to create a fan who can’t wait to work with you again and tell all their friends about you.
Your service needs to be memorable. That doesn’t mean fireworks, balloons, and grand gestures. It means standing out from what anyone else around you is doing. Be thoughtful. If you were in your client’s position, what would you want from someone who does what you do?
How can you be just a little bit better than you were last week? How can you improve the service, communication, or experience of the NEXT person you work with? And the one after that?
Look for Collaborations
Your business shouldn’t exist in a vacuum. Collaborating with another business is a great way to support another business and expand outside your own audience at the same time.
When thinking about who would be a good collaborator for your business, first pick someone who is just as invested in the collaboration as you are.
Then work with them to create a collaboration that is beneficial to both you. Be aware of any extra time or money required to make your collaboration work.
Show up Consistently, Not Just When it is Easy
Finally, one of the keys to marketing is simply showing up consistently. I know it sounds too easy, but it is true!
If you are consistently planning your marketing and thinking ahead throughout 2019.
If you are consistently reaching out to your audience and listening to what they have to say.
If you are consistently looking for opportunities to connect and grow.
If you are consistently striving to improve different aspects of your business.
Where do you think you’ll be in a year?
Gwen Montoya is a marketing strategist who is passionate about making marketing not scary for small business owners.
When she's not meeting with clients, you can find her hanging out with her kids, her dog, and the neighborhood peacock, Steve.
Connect with Gwen: