We are going to craft your digital marketing strategy plan, right now, today!
Grab a pad of paper or open a document on your computer because when you finish this post you will have a concrete marketing strategy that you can use to generate a 6 figure business.
Before we start, I should let you know there is no one-size-fits-all marketing strategy plan.
You need to create YOUR marketing strategy. You need a concrete marketing strategy that connects you with your best customer to grow your business like never before.
With all the options out there, you need to spotlight the strategy that’s going to fit the needs of your business and work for you.
Whether you run a local brick and mortar business or an online business you are going to craft your own personalized marketing plan today.
Then we are going to give you all the resources you need to dive deeper into your custom marketing strategy. They are all in this post for free.
Remember, work hard and smart, not just hard!
How do You Write A Marketing Strategy Plan?
To write a marketing strategy plan you have to know who your audience is, then you have to niche down - the more specific the better!
There are 4 key questions to look into and ask yourself about your business:
- What is the goal of my marketing strategy?
- Do my business’ products and services deliver “wants” or are they solving a “need”?
- Should I prioritize/create content marketing for social media or search engines?
- Do I have more time than money, or more money than time?
These four things are important elements of your marketing strategy plan. Really think through the answers to these questions so you can gain clarity on how to leverage all you’ve got.
Grab a piece of paper, write out your marketing strategy from this video and below find the deep dives into what you need to do to put your plan into action today!
If you would like listen to this concept shared as a podcast episode, you can do so here:
Work through the following steps to easily establish your best marketing strategy plan so you will have no need to purchase any of the shiny objects the fake guru’s are promoting and selling.
What is the Goal of Your Marketing Strategy Plan?
First things first, you have to determine: what’s the goal of your marketing strategy?
Depending on if you’re a physical brick and mortar business owner, an affiliate marketer, or are selling information products, your business goals are going to vary.
Defining your goal is essential to creating a marketing strategy that works for you.
Answer these questions to narrow in on your strategic goals, jot down what applies to you. Then dive into the steps you’ll need to take to get you closer to fulfilling that goal.
1. Is Generating Leads Your Primary Conversion Goal?
Is your marketing goal to generate leads?
If so, what is a lead for your business?
Is it when someone fills out your long form, or when someone gives you their phone number?
Is it when someone walks into your shop ready to order, or picks up the phone and calls you when they need your services? Or, is it an email opt-in to receive your awesome lead magnet?
My business for example, I teach you everything you need to know about having a successful online business and I offer a free course that I promote in my YouTube videos and as a popup on my website.
My marketing strategy goal is to collect email addresses as leads.
2. Is a Free Consultation or a Strategy Session Your Primary Aim?
A lot of businesses have this type of model where they’ll give you a free 20-30 minutes or even an hour-long session with them to see if you are a good fit with the kind of services they offer.
If you had a digital marketing business for example, you would offer a free consultation to overview the needs of your customer’s business.
That consultation can turn a prospect into a customer for you.
If this is something you offer or would like to offer in your business, great, write that down as your goal.
3. Do You Simply Want Someone to Click and Buy?
Information marketers, eCommerce business owners, affiliate marketing websites may only prefer people to click and buy.
If you only want someone to click a button and purchase from you, without calling or taking any other action, then that is your goal.
You could be marketing for your own product or you could be promoting a product you license from one of the best affiliate networks.
What belongs in this category? This list is almost, if not unlimited. Everything from goods to wears to gear to services to information, be it a physical or digital product.
A transaction that is a one-time, single payment sale.
Is this your primary marketing strategy goal?
Now let’s take your primary marketing conversion goal, Lead, Consultation, or Sale, and determine for your business if you should prioritize search engine marketing (SEO) or Social Media Marketing.
Needs vs Wants: Search Engine Marketing or Social Media Marketing?
You have to be honest with yourself and decide if you offer a “need” or a “want” because you will use different business tactics depending on which of those two things you offer.
The method you will use to determine where you will prioritize your effort, content marketing and which platform you’ll use, is by determining whether you offer a need, which is immediate, or a want, which can wait.
This will also help to guide you to where you need to focus the limited amount of time you have to spend on marketing for your business, so you get the highest return on your energy investment.
Watch this video to know if Social media (want) or Search engine marketing (need) is better for your business.
Who needs Search Engine Marketing?
Anyone providing “need now” services, or anyone offering solutions to urgent problems people are facing.
A plumber, for example, is a need now service. If you need a plumber, you're not going to browse through Facebook hoping to find someone who fits the job. You’re going to look on Google.
An expert gardener is another example of someone who can provide solutions to an audience who needs their help.
If someone has a pest issue in the garden, again, they aren’t going to browse through social media to find a solution, they’re going to look to Google.
Who needs Social Media Marketing?
On the other hand, social media marketing is more for wants that are higher up on Maslow’s Hierarchy of Needs.
If you’re offering shiny objects like necklaces, bracelets or a new clothing line, or if you’re offering things like home brewing equipment or party items, those things can wait.
Those are fun and enticing for people to click and share on social media.
But if you sell and service HVACS you’ll want to prioritize marketing on a search engine.
Next up for your marketing strategy plan, how are you going to gain the attention of your audience?
Do you have more money than time or more time than money to spend on advertising?
Both avenues require you becoming a content creator. However, the way these are built will play out differently.
Let’s talk about the two options.
Time vs Money: DIY Marketing to Your Rescue
No budget to pay for ads?
Do you have more time than money?
Then the pathway for you is The Best Alternative To Facebook Ads, the earned option.
Become an inbound marketing ninja!
Publish your helpful blog posts, helpful videos, social media posts that engages with your prospective customers in the 5 stages of prospect awareness.
Let’s equip you to crush the best path for your business, search or social.
How to Become a Search Engine Marketing Master
Keywords are life.
These make it possible for you to be found on search platforms matching you with the internet users searching for those relevant keywords in the search bar.
So before you create your content, make sure you do your keyword research.
Want to increase your number of times your brand shows up to real people?
This is where keyword research comes in, and you can use tools and techniques to help you optimize your content for search engines for a higher likelihood of ranking and showing up on search results pages.
I have plenty of posts on keyword research and search engine optimization, specifically a Learn SEO free course to help you with that, so feel free to check them out to really take your content creation game to the next level.
And here’s one for YouTubing SEO, make videos too!
Create content that gets you and your business found, answer your audience’s questions, connect with them, engage with them, and make more sales!
A successful DIY Content marketing strategy is one of the most valuable efforts of your time.
3 Places to Crush Social Media Marketing
Social Media Marketing is all about giving.
You’re not working your tail off on Facebook to make a sale.
You’re there to be of service to your audience by providing useful, helpful, relevant pieces of content.
It’s a place to build a following, a community that will readily consume your content because they need it.
And one more thing…
Anything that’s more of a want and not an urgent need, you should use for your social media marketing.
Go read The Key To Successful Social Media Marketing and/or listen to the power of social media and how to crush it with the queen of successful social media in this interview.
How to Get Organic Facebook Traffic
The main purpose of Facebook is to connect.
So use it right!
It’s not a place to scream buy buy buy to your followers. That’s a way to make them want to unfollow you fast.
Instead, share useful content with them and build a community that shares the same needs, desires, and dreams - things you can address with the product or service you are offering.
It’s like a meeting ground where people talk about a common thing, and not a place for you to put on the peddler’s hat and start selling something as discussed in this video.
Then, you have your Facebook ads that will direct users to your website where the offer is waiting for them.
Up your game with your Facebook groups and Facebook Live to expand your reach and build a stronger relationship with your audience. Learn how I get hundreds of thousands organic Facebook traffic with these techniques.
Contrary to people’s common understanding, Pinterest is not just a place for posting images of cute pups, sassy hairstyles or trendy outfits.
You can use Pinterest to pin thumbnails of your awesome blog posts or YouTube videos that have been ranking high on Google’s SERPs.
But once again, keep your goal set on providing your audience with useful, meaningful content through Pinterest Marketing.
In this blogpost learn how we get over 50k website visits per month from Pinterest or watch this video.
No, it’s not a magazine, collage, or just a place to share pictures of your dog or travels.
It’s a place to build relationships and a community.
Check out the shocking difference between Instagram and Facebook organic engagement in this video.
First post, then interact with people you’re following, then engage with people who are following you by responding to their comments…
You also want to follow prominent folks in your niche whether these are top-bloggers or other up and coming influencers who are just starting out. Surround yourself with like minded people and uphold your reputation.
Learn in this video or read how to do Instagram Marketing like a boss
Deep Dive: Don’t Skip This Step if You Run a Local Business
There are a few things you can do to ensure you’re visible to searchers online.
Populate on the Map Pack with Google My Business
Google My Business is an important element of your marketing strategy plan. It allows you to verify that you are who you claim to be and are a legitimate business.
This also helps you get listed on Google Maps just like what you see when you search for a plumber in your area or you search for a hardware store. You will see in your Google Search results that there’s a map with three red pins dropped in it.
This is what marketers call a map pack. You ultimately want to be a part of the map pack so your customers can find you. There are hundreds if not thousands of businesses but Google only shows three of them.
And the more visible you are on search pages, the better!!!
So very important step. If you’re a physical business, get your business verified right now. Go to https://www.google.com/business/ and enter your business details and Google will mail you a postcard with a 4-digit code that you will use when you log back in to complete your verification.
This is Google’s process that allows them to confirm the address of your business giving you an advantage over your competitors.
This key step is free and will give you more exposure and credibility for your business so I highly encourage you to take the time to do it.
Okay, one important thing.
When you list your local business on Google My Business, make sure you put the exact same business name, address, and phone number that you put on the other places you are mentioned online such as Angie’s List, Yelp, TripAdvisor, Facebook, etc.
You don’t want people getting lost, unable to find your restaurant because you put different phone numbers and addresses on various online sources, Google will punish you for that!
If you’re a local business, read The Only Local Marketing Strategy For Small Business Owners You Will Ever Need.
Deep Dive: Successful Paid Ads for Your Business
If you have a budget to pay for advertising then let’s get you rocking with paid advertising!
Paid advertising can help speed up the process of getting more customers, but you have to make sure to stay on top of every step of your funnel and customer flow.
You can easily spend hundreds and hundreds of dollars each day in this route but the nasty thing is that you may also end up with zero results.
Here’s why most fail
Which Paid Platform? Google or Facebook?
While you go through this, keep in mind the differences between search engine compared to social media marketing.
If you want to jump into paid advertisement as part of your marketing strategy plan, a question remains…
Do people “want” what you have or do people “need” what you have?
You have to consider user behavior to decide which paid platform is best for your business.
If someone is looking for a plumber, it’s usually because they need one.. Now! This customer has a need for a solution immediately. What do they do?
They grab their phone and check Google. They’re not going to scroll through their social media account and hope a good plumber pops up.
Need now products and services should go the Google AdWords route.
On the flip side, if it’s a want, like luxury goods, beauty products, sports equipment or any other product or service higher up Maslow’s hierarchy of needs, then you need to learn how to advertise on Facebook.
Do it right and you can have great success in this area!
Deep Dive: Do You Need a Marketing Funnel as a Part of Your Marketing Strategy Plan?
The next thing to consider is does your business need a marketing funnel?
Some businesses like many brick and mortars don’t.
But any marketer can revolutionize their business with a sales funnel, it just depends on what your business is and what your goal is.
If you’re primary business goal is to collect email addresses for your email marketing strategy, click and buy, or affiliate marketing, a super simple affiliate marketing funnel will change your life!
It will help to filter out anyone who isn’t your perfect customer, allowing you insight into what your audience wants as you split test your offers.
Watch this video to see if a funnel is a fit in your marketing strategy.
A Written Marketing Strategy Plan Doesn’t Grow Businesses
That was some serious work!
You now have clear answers to these questions.
- What is the goal of your marketing strategy?
- Does your business products and services deliver wants or are they solving a need?
- Should you prioritize/create content for social media or search engines?
- Do you have more time than money, or more money than time?
Plus you now have some deep dive knowledge that takes your plan and makes it even more effective!
Now, I hate to be the bearer of bad news but it gets harder from here.
You get to do the work of putting your plan into action.
You have to dial in your why you want to build a successful business. Because it is easy to write out a plan, but it is difficult to create and publish the necessary pieces of your marketing strategy every week.
Your “why” will help you stick to the #1 most crucial success skill, stick-to-it-ive-ness.
Keep doing the work, because most others will not.
Hit me up in the comments if you’ve got questions or if you feel stuck and you need help with your marketing strategy!