Welcome to Bootstrap Your Marketing Blueprint: Why, How, What You Need to DIY a Marketing Plan, Part One. This series will explore the no-frills theory of Why, How, and What you need to have in place for your marketing plan to succeed. A lot of these questions and topics presented are things I’ve have my Creative Collaboration clients consider when they start their own plans.
If you want to dive deeper and receive specific, actionable steps you can implement right now (like in super-simple 30-minute or less bursts) so you can bootstrap your own successful marketing plan that you’d only get as one of my clients, join the Action Email Squad! The first action step will be released to the wild (aka: that list) on May 31st.
If you have kids, are at all around kids, or have been exposed to pop culture of any kind featuring kids, there’s a good chance you know what their favorite word is. “Why?”
When I work with clients, I start out with that question, too. What is your “why?” You absolutely have to know it in order to keep you going.
Today’s post is all about the why factor.
Why? (See what I did there...)
Your Why is the big picture. It’s the first step. Just like when you started your business, you had a dream or passion that drove you. Your marketing has to be the exact same way. A lot of times, people don’t think about their specific driving reason for marketing. They just throw shit at the wall and see what sticks.
Don’t be that person.
Before you can start anything, you need to know why you’re doing it. I mean, you don’t wash the walls because it’s fun. It’s to keep your home clean and healthy. (Sidenote: if you do wash the walls for fun, can you come clean mine?)
When you have a clear reason that you’re super jazzed about for doing something, it’s easier to start doing the thing and keep rolling with it.
No joke, I had to write down my why for creating this series on a Post It and stick it to my desk to let it stare at and mock, I mean, energize me before I could even start planning this freakin’ series in the first place.
Obviously, we’ve established you need to have a clear, motivating goal. That’s just a fancy way of saying, “Know your objectives.” Your objective might be to: make connections, increase engagement, boost your downloads, grow your sign ups, or have more sales.
Just like manifesting dreams and desires, you gotta be specific with it. Get super-granular. Write down dollars and cents, followers, sales numbers, and so on.
If your goal is to “have more money,” and you find a penny on the sidewalk, the Universe thinks its job is done. I mean, technically it is. You’re all pissed off that nothing is working out and the Universe is like, “Look, you didn’t say how much more money you wanted.”
Write it down and look at it every day (kind of like the Chalkboard Method a la Being Boss). Hell, do an entire chalkboard if you want. But at least write down your goal.
That goal is going to help you with every decision to make. You can ask yourself, “How will this get me more email sign ups?” and if it won’t, don’t put it in your marketing plan.
It will also help you figure out what success looks like to you. In order to track your performance, you need to know what is important to you.
This isn’t a why, but it’s important to consider in the first phase of planning. Who. Who are you helping? If you don’t know who you’re talking to, even if you have a good why, you’re just kind of shooting at whatever moves. And that is the opposite of strategic.
This is another place to get specific. If you are marketing to everyone, you’re marketing to no one. You’re not helping that one specific person who really connects with you if you’re trying to appeal to all the people.
I’m totally on the page with Devan Danielle and Nisha Woolery, though - you don’t have to get super specific and as focused as you did with your goals. Don’t worry about figuring out their hair color and what magazines they like to read. That makes me nuuuuuts. Just identify their personality, their desires, their challenges, their struggles. That’ll give you enough to get to the heart of who you’re serving.
One more: who is your competition? Sniff around and see what they’re doing. You’ll get a feel for what they do well and where they fall short. That’s where you come in and save the day for your specific person.
Do the work now to narrow in and get as focused as possible.
Now, you’re probably wondering, “Aren’t there more steps here?” Sure there are. But you gotta wait to get the goods. They’ll be released with the email challenge on June 1. Are you on the list?