“I am on Facebook, LinkedIn and Twitter already. I’ve even got a blog. Why isn’t this marketing stuff working?”
There’s being highly visible online and then there’s being able to leverage your visibility into paying clients.
Effective marketing goes beyond just what you do on social media. If your marketing strategy has relied heavily on social networking to get more clients, then you are probably experiencing a marketing malfunction. In this post I’ve outlined six simple ways to help get your marketing mojo back to work (even if it’s been on an extended leave of absence).
First, let’s take a look at 10 signs that you are missing the mark when it comes to promoting your products and services.
(These are from my Brilliant Business Girlfriends!)
- #1 – No one is buying from you! – Ree’ Williams
- #2 – Things are stagnant. Your lists, followers, clients, etc. aren’t growing. – Stacy Reed
- #3 – People aren’t clear about what you do. –Raven Robinson
- #4 – You don’t know the characteristics of your ideal client/customer. -Dionne Watts Williams
- #5 – You are not meeting your goals: clients, dollars, conversions. –Misti Patrella
- #6 – You keep attracting people who don’t light you up with excitement. – Brandy Morris
- #7 – You keep attracting people that only want to stay on the FREE list, never converting to the PAID client status list. – Danette Moss
- #8 – Lots of people “showing up” but none of them are your ideal client. –Stephanie L H Calahan
- #9 – You aren’t getting the results you want. –Patrysha Korchinski
- #10 – You only think about marketing when you run out of clients. Tai Goodwin
Your Marketing Prescription
Your prescription to fix your marketing is comprised of:
- Shift Your Thinking: Change how you think about marketing. Promoting your products and services is not a necessary evil, but an opportunity to connect to the people that need you. Your gifts, talents, experience and expertise can only be put to use if people know about what you can do. When you don’t market, you are denying the people that need you the chance to get the transformation and results they want.
- Get Clarity: Start with a megadose and then you need a follow-up dose of this every quarter. Get clear about: who you serve, what they need, the best way to deliver it to them, and the type of business model that allows you to serve them and generate a profit.
- Have a Marketing Plan: Hobbypreneurs hope they make money each month. Wealth-building solopreneurs set goals. They set goals for lead generation, referrals, follow-up, and sales. Knowing that you need to convert 5 out of every 20 leads each month in order to maintain a full practice, makes it easy for you to create a marketing plan. Map out your goals for the next 90 days and create a plan for how you will reach those goals.
- Content Strategy: Your content is the key that converts your VIPs (Very Interested Prospects) into MVP Clients (Most Valued Paying Clients). Create a monthly editorial calendar for your blog posts and social media. Base the content you create on your goals. For example: If your primary goal is to fill your pipeline, create content that drives traffic to your opt-in offer. If you have a new product or program launching, create content that promotes and educates your audience about it.
- Be Consistent: You need consistent doses of communication of your product’s promise and brand message. You also need consistent connection with your VIPs. Frequency is not always as important as consistency. But keep in mind that you’ll have more opportunities to convert prospects to sales if you talk to your audience more frequently.
- Measure + Evaluate: To get a handle on what’s working and what’s not working, you have to track what you are doing. Use Google analytics, Facebook insights, Hootsuite tracking, or any other tool that allows you to monitor your marketing efforts and track conversions. Review the data monthly and also look at it over a 90 day period to spot trends and patterns. Plan to tweak and revise your marketing approach every 90 days.
How will you know when your marketing malfunction is cured?
It’s simple, you will have won the prize: loyal, paying clients who want everything you have to offer and sing your praises to everyone they know.
Are you clear about: who you serve, what they need, and the best way to deliver it to them?
Bottom Line: If you can get really clear about what you do (problem, target market, products/services, results), figure out the best ways to communicate it (message, content, and connections), and consistently implement your plan you can fix your marketing.