When you're a small business owner or a creative professional, the term "marketing strategy" can sound scary and overwhelming, but it doesn't have to be! Having an idea of your overall strategy will help you focus on the marketing activities that will most benefit your business. So it will actually make you feel more organised and less overwhelmed about marketing.
Your marketing plan does not need a complicated "strategy"
In 16 years of marketing, working with various professionals, I've seen sophisticated, multi-page marketing plans sit on shelves gathering dust. So I am pretty cynical when it comes to long winded "strategy papers". They require a lot of effort but rarely get actioned!
I don't think it needs to be that complicated! Of course, you have to have a plan. But if you're not going to act on it, what's the point?
Questions to ask yourself when writing your marketing plan
When thinking about a strategy and plan of attack, I like to keep things simple by answering the following questions, which in my experience, should dictate your marketing efforts:
What are you selling?
Who are you selling to?
What makes you different?
Why should your ideal clients buy from you?
Where's your proof?
1. What are you selling?
Define your offering. If you can't define it in a sentence or two, how will your clients understand it? Maybe it's time to streamline your services.
2. Who are you selling to?
Do you understand your audience - their problems, their goals and ambitions, their interests, where and how they consume content?
3. What makes you different?
This is your unique value proposition. What makes you stand out? Bonus points if you can sum it up in a few words. For my wedding DJ business One More Song, it's three words: "No more Nutbush". It hooks music-loving clients in right away!
4. Why should your ideal clients buy from you?
Do you know why a client would choose you over a competitor? See questions above. The "why" is getting down to the nitty gritty of why you're right for your ideal client.
5. Where's your proof?
Back up your claims of why you're better. Are you more experienced? Do clients love how efficient you are? Share the proof with your audience.
Want some help with your marketing strategy?
If you're feeling stuck and want to finesse your marketing strategy, get in touch to book in a free discovery call!