The 3 Most Important Things to Remember for Your Marketing Strategy
Throughout my time working with clients to develop their marketing strategies, I've been amazed at how similar all of our challenges are.
We want to know what we can do to ensure that the work we're putting into our content strategy is worth it. We want to know how else we can reach more of the people who will like what we have to offer. We want to know how to best present ourselves to ensure the right customers are finding us. And we want to know how we can do all of this with our limited resources.
As I was asked these questions, I found myself repeating the same advice, so I decided to take time over the weekend to develop these ideas into an overarching concept to see if it was a system that could be replicated. What I discovered is a marketing approach that I'm calling Introspective Marketing.
Introspective marketing is a thoughtful approach, which encourages businesses to pause and reflect before reacting. It is proactive, values steady growth, and focuses on the long-term goal versus the short-term gains.
I believe in Introspective Marketing because it values the individuality of each business and is meant to act as a compass to help guide you on your own journey. It has a strong moral code and believes in doing things the right way. It also values genuine connection, building relationships, and establishing trust.
Is this how you like to run your business? If so, then here are the 3 Pillars of Introspective Marketing to abide by:
Stay consistent through everything you do. Learn to walk your talk. Doing so will lead to building trust, and that trust leads to authenticity.
People buy from people, which leads to genuine connection when you always aim to put yourself in their shoes.
Marketing in its simplest form is Storytelling + Planning. This embraces the law of attraction in that by simply telling your story, you'll attract all of the right customers to you.
And what does this look like in practice?
This is the most basic suggestion, but it is often the most difficult to put into practice. You can find any number of resources telling you that you should post on Instagram 1-2 times per day, and you need to blog twice a week, and send at least one newsletter weekly. But holy cow! As a solopreneur, how do you find time to do all of that AND still have time to do the work? In my experience - you can't. So don't listen to those people. Find a rhythm that suits you based on the time that you have, your strengths, and where your customers are hanging out. If you notice that you aren't getting any engagement on Facebook, but you are killing it with your Instagram, then it's OK to give up writing for Facebook and put that extra time and energy into your Instagram.
Consistency is also important for engagement. Asking questions on social media is an important element to working towards increasing your engagement, but it can feel awkward those first few times when you ask a question and then... crickets. :/ But don't give up!! Keep on doing it, and slowly your audience will come to expect that, and they will respond. Promise! We are creatures of habit, so consistency helps guide your audience into knowing what to expect from you. Make it easy on them (and you!) by creating a schedule. Some examples:
Create a unique weekly post for social media. Could be a Feature Friday or Friday Favs when you list some of your favorite new products in the store, Local Love to give shout outs to other great small businesses in the area, or a Thursday/Tuesday Tip when you share your gifts of knowledge.
Publish your blogs on the same day every week
Send your newsletter at the same time every month
People buy from people
It's a part of human nature that we want to support and work with and be around those people that we genuinely like. That's why businesses for decades have tried to personify their brand by having spokespeople and mascots that evoke certain feelings and make us assume certain things about the business. When you are your business, you must be present and show your audience that there is a person behind the brand.
You can accomplish this by genuinely responding to comments and emails that you receive. Remember that social media is social, and it should be a two-way conversation. While publishing great content is key, it's equally as important to spend dedicated time actively engaging with your audience. As for the content you are producing, ensure that it isn't always about promoting your good or service, but you share parts of your process, who you are, why you started, and what you hope your product or service will help accomplish for them. Which leads me to...
Marketing = Storytelling + Planning
Telling your story not only makes you human in the eyes of your customers, but it also helps you to avoid that icky feeling that can sometimes accompanying "selling" as a creative entrepreneur. We are so trained to avoid sales pitches these days, that you cannot expect to do the same thing with your audience and see a different result. Instead, I encourage you to share information about you, your product(s), your business that gives your customers insight into why you do what you do. People love a good story to tell, and if they know yours, they will be that much more inclined to support you.
And then we bring in the planning piece to ensure that the most people are going to see what you have to offer. This element of marketing includes:
Backwards planning to ensure you have a significant lead time to tease your launches & announcements,
Utilizing all of your channels and repurposing content when you can to help your workload,
All while, keeping your consistent schedule into consideration.
To help you with staying consistent, I've taken an excerpt from one of the Own Your Why workbooks - the Monthly Marketing Planner. I hope you find this as useful as I do. It includes sections for each day of the month to includes things you should do/write (scheduling Instagram posts for next week, spending 30 minutes engaging with other accounts, writing that blog post to publish next week, etc.), as well as things that need to be published.
Leave a comment below, or send me an email (firstname.lastname@example.org) and let me know how you like it!
grab your free download of the monthly marketing planner below.
Are you curious how I use this for my own business?
See below for an example of how I planned out one month of content for my social media channels and blog.
What are your thoughts on the 3 Pillars of Introspective Marketing? What other values guide your business?