Marketing is something that unfortunately can easily fall through the cracks for mompreneurs when they are trying balance everything else they have going on in their lives. It can be overwhelming to remember that a healthy marketing plan will help to foster a healthy business and a happier life. It’s important that on a specific schedule (whether that is yearly, quarterly or whatever works for you), you sit and really get to the bottom of your business plan and vision going forward. Once you have a vision for your next steps in your success, then you will need to incorporate your marketing plan. Your marketing plan is a big part of how you will actually get to those goals or visions in the amount of time you have allotted.
It can be a common misconception to hear my clients tell me “Well, I don’t need to do this because I am just a small operation. I have no team to manage, it’s just me”. This is not the mindset to allow yourself to have. Take this piece of the puzzle from much bigger, more successful companies and corporations. There is a true link to success and a solid marketing plan that helps you to focus your efforts for the quarter or for the year.
To get your plan really clear and targeted, think about which specific product or service you want to focus on this year. Which of your offerings are the easiest, most enjoyable for you to sell and which ones are the most profitable? These should be the ones you are putting the most marketing effort into.
Once you have chosen your focus items, you need to decide how you want to market them. This can be a fun process because you should try to mix both consistency with some experimentation. Do you already have a great following or engaged community on Facebook? Then, obviously you should allocate some of your marketing budget in front of that audience, but also consider trying a new marketing avenue to tap into a new audience. Always had lots of Facebook success? Maybe it’s time to try Instagram or Twitter.
In addition to changing up your marketing avenues, consider a shift in your content as well! If you have always only done blog posts, then maybe now is the time to try hosting a podcast, creating some online courses, or attending live events. How about adding some speaking engagements? Try to do some of them for free for small, local groups and offer true value to the attendants. Offering value for free will only inspire them to consider maybe how they could use what you do in other ways for themselves or their businesses.
Once you have created your plan, don’t be so proud that you try to just file it away in a desk somewhere. A plan is only as good as the action which it inspires. Keep it accessible and easy to see and focus on regularly. Consider yourself your own boss telling you what to do and take real action. Ask yourself how to get the ball rolling by considering who to call about events, how to make connections, and what to search.
Also be sure to look at your competition while you are considering your action plan. You might need to shift the way you are marketing to understand when the mood or language changes about a service or offering you may have. I have a health-centered client that has been doing a wildly successful 21 Day Detox program 3-4 times a year for the past three years. In ramping up to start marketing for the next session, she did some research to learn that her industry has started to really dislike or have a negative opinion towards things that are consider “detox” programs. So, she tried shifting to calling her program a “refresh” to remove that association for her program and get back to a more positive connotation. What happened? Believe it or not, her signups actually completely dropped off. She was so upset and frustrated after having been so successful to lose that momentum, but unfortunately marketing can be a very fickle beast. You need to be constantly studying and learning new things about your niche or audience and seeing what will truly work for you.
The lesson in all this? Make an appointment with yourself in the next week or so to spend 30 minutes reviewing your marketing plan. If you don’t have one, or it’s been awhile, schedule more time to get one started. The time you spend working on your business will pay dividends if you commit to it. Need help? Contact me today for a free discovery session and we’ll see how I can help you get your business and marketing plan on track.