A Simple Prescription to Cure Your Marketing Malfunction | Tai Goodwin
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A Simple Prescription to Cure Your Marketing Malfunction

marketing“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 highly profitable. Effective marketing goes beyond just what you do on social media. If you’ve been heavily relying 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 symptoms that you are missing the mark when it comes to promoting your products and services.

(These are from my Brilliant Business Girlfriends!)

  • Symptom #1 – No one is buying from you! – Ree’ Williams
  • Symptom #2 – Things are stagnant. Your lists, followers, etc. aren’t growing.  – Stacy Reed
  • Symptom #3 – People aren’t clear about what you do. –Raven Robinson
  • Symptom #4 – You don’t know the characteristics of your ideal client/customer.  -Dionne Watts Williams
  • Symptom #5 – You are not meeting your goals: clients, dollars, conversions. –Misti Patrella
  • Symptom #6 – You keep attracting people who don’t light you up with excitement. – Brandy Morris
  • Symptom #7 – You keep attracting people that only want to stay on the FREE list, never converting to the PAID client status list. – Danette Moss
  • Symptom #8 – Lots of people “showing up” but none of them are your ideal client. –Stephanie L H Calahan
  • Symptom #9 –  You aren’t getting the results you want. –Patrysha Korchinski
  • Symptom #10 – You only think about marketing when you run out of clients. Tai Goodwin

Your Marketing Prescription

Your prescription to heal your marketing is comprised of:

  • Shift: 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.
  • 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.
  • 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: 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.
  • Consistency: 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, the best way to deliver it to them? If not, grab a spot in the next Practical On Purpose group.

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 malfunction.

About the Author Tai Goodwin

Tai Goodwin on a mission to help 10,000 women entrepreneurs create more joy and wealth in their life and business. She's the CEO of Aligned + Bankable and creator of the Bankable Brilliance Course. An intuitive business growth strategist and teacher, her specialty is helping clients create bankable business models that allow them to increase their impact and income without burning out. Tai is a former corporate trainer with a master's degree in instructional design and over 20 years of experience designing course, training programs, and certifications. She is also the author of Girlfriend, It's Your Time and founder of Brilliant Business Girlfriends.

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5 comments
10 Symptoms Your Missing The Mark Promoting Your Products & Services — says

[…] friend Tai Goodwin, Brilliant Catalyst provides a “Simple Prescription to Cure Your Marketing Malfunction”. Go get yours […]

Reply
Lynne Quintanal says

Thanks for the great tips. I must say that I have some symptoms of marketing mistakes, but learning from you on how to cure and repair these mistakes is very helpful. Thanks for the share!

Reply
Vatsala Shukla says

Thanks for highlighting the symptoms and the cures. One quick question regarding symptom #7 – at what point to do you clean up your list to make more space for the real clients? Just curious.

Reply
    Tai Goodwin says

    Once a quarter I will go in and pull a list of people that haven’t opened my last four messages. I have a template “re-engagement” message that I send to them. If they don’t respond to that, I remove them from my list. I think the time frame will vary based on how often you send a message. I send a weekly newsletter. If I only sent once a month, I’d be looking at opens over the last three months instead of the last month.

    Reply
Debra A. Jason says

Clear and concise “prescriptions” – worth following. In response to Vatsala, I run a search on my list of those people who haven’t opened an email in the last year. Then, I email them and if they don’t open or respond to that email, I clean my list.

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