When you’re in charge of marketing your own brand, managing clients and bringing in new business, as well as every other task under the business umbrella, the first responsibility that tends to take a backseat is marketing.
We know this, because we have grown as a brand on reputation alone, as a result we put our own marketing on the backfoot. While working on reputation and referrals alone has worked for us, one day it might not.
No matter how specific your niche is, or how well known you are, there is always someone out there waiting to jump at an opportunity that could have been yours.
Marketing isn’t just colours, catch phrases and dramatic entrances… Its more than that. It’s the way you keep in contact with clients, engage with potential new clients, and how you build your brand.
It’s a journey, not just for your brand, but for your clients.
Keeping the channels of communication open is key to remaining top of mind with the people who matter. Clients.
If you’re like us, and your own marketing took a backseat, the question you might be asking yourself is how do I start again? Here are the three steps we took:
- Identify your goals
The key to goal setting is to not overdo it. Too many goals can spread your efforts and budgets too thin, leaving you with a lot of effort and not as much return as you want. Stick to two to three goals so that you’re not spending too much time, money and resources on tracking multiple areas of marketing.
Our goals are brand awareness and building new relationships, while one of our clients is brand awareness and sales. But, when it comes to sales it’s important to look at what you want to sell, and if you have multiple products, focus on one or two a month. This makes it easy to track the results of your efforts, if you sell more than normal of the item you’re promoting, it’s a sign that something is working.
2. Work out how much time you can put into marketing (realistically)
This is something where self-honesty is important… If you’re a one man show and things happen with clients all day, committing to more than 6 hours a week could be a stretch. But half an hour twice a week can work. Committing to something that you can follow through on means you’re less likely to give up on yourself.
3. Decide on your channels of communication
Do you want to focus on social media, email newsletters and blogs? If you aren’t social media savvy, start with what you know. You don’t have to be on every social platform, just the ones you understand. Use what you know as a user to create the experience you would want to see on brands who try to communicate with you online.
If you opt for email newsletters, watch some video tutorials on YouTube and try them out on a mailing list of friends. This way you can get the experience you need without anything going wrong with client communication.
Lastly, if you opt to add a blog to your website, and writing isn’t your thing, try an audio version of what you would say to clients on the topic you’ve chosen. That way you get everything out easily, and you retain your passion in your tone. Take that audio and type it out or opt to use voice to text software that types it for you. Just remember to add the punctuation and check the grammar at the end. It’s also a great idea to get a second opinion on your writing, for social media, your website and blogs. Ask a colleague or friend for an open and honest opinion and be open to whatever comes out.
Once you have decided what you want to do, there are a few things you will need to look at. Whether to use and create a content calendar or not, how to schedule content, analysing and reporting so that you understand what happened and can learn from it, and most importantly, giving yourself a pat on the back for getting the job done.
And if all this sounds like too much work, feel free to get in touch with us if you want to outsource your marketing😉