It’s surprising how many business owners think marketing/advertising is a magic bullet. It is magic but it’s not instant. The fact is, you must make your magic and market it and that’s when the results roll in… (HINT: it takes a clear plan you must be part of it at least in the initial phases). It’s also important to know the difference between marketing and advertising.
To simplify the magic of a marketing mix, there are three essential ingredients you must have in place to get results.
- Your content: This is your marketing message, your copy, your brand essence in words. You must be clear about your messaging and it must be in alignment with your mission, vision and speak to your prime prospects (you should be ultra clear on who they are) in a way that empowers them with the right information to do business with you. When you are clear about your message and have a solid content strategy plan, you become THE choice and not an option.
- Your strategy: Once your message in crystal clear you must have a strategy for your content. It’s important to know where you plan to share your information, who you are speaking to, the best ways to reach them and if you are going to leverage marketing, advertising, or BOTH (and you’ll need to determine a budget).
- Your revenue goals: In addition to your content (marketing message and copy) and strategy, you must carefully consider your revenue goals. I recommend taking time to review each revenue stream and seriously look at how they are performing. This allows you to focus on your most powerful solution and reverse engineer it into a profitable revenue stream. This process illuminates what’s working and what’s not and allows you to course correct as needed (it’s often helpful to work with a consultant or trusted adviser on this).
Focusing on your most profitable and most powerful revenue streams gives you the foundation to create individual plans for each revenue stream (Note: many people fail to see the importance of this and sales fall flat). Once you have clarity around revenue streams, you are able to create strong content to support those goals and highlight your value proposition (i.e. the results you deliver to your clients and customers and why they should choose you). You can then plan your placement via marketing channels or advertising channels based on those goals and on your budget.
When you create your plan you’ll need to carefully consider where you want to place your message. Think of the new marketing channels popping up all the time i.e. Blab, Periscope and various social media and the advertising channels like paid radio, television, print and billboards (your strategy will likely vary based on where you are marketing). Just as each revenue stream needs its own strategy, the strategy on each marketing and advertising channel will need to be planned accordingly. What works on Twitter, for example, won’t always fly on Facebook and what works in print, may not always work via television or radio.
There are two things that will NEVER go out of style no matter how marketing and advertising channels evolve: your content and your strategy. When you commit to reverse engineering your most powerful solutions into profitable revenue streams you’ll get better results. It will, however, take time to put the plan in place and to execute the plan.
Here are some additional resources that will help:
Click here for more on The Difference Between Marketing and Advertising
Click here for more on content strategy plans: The Purpose of Your Copywriting Action Plan and Why You Need a Content Strategy
As always, when you have questions you can ask them here ASK Lisa or post a comment below.