Marketing Plan Review Session
I hope that over the last 13 lessons, what you've seen is a strategic system that you can use to build a plan that makes sense so that instead of always feeling like you've gotta be following the latest, greatest trends in online marketing, that you've gotta be up on the latest tricks with the Facebook algorithm, that you've gotta figure out how to build a huge Instagram following at all costs, that you need to hop on every new social media platform that comes out, you can take a deep breath, and when those posts come across your feed and those E-mails come in your inbox, you can say, that's alright, I don't wanna feel like crap. I don't wanna feel like my attention is divided. I don't wanna feel like I need the next hit of marketing sugar or maple bacon potato chips 'cause I don't wanna feel like that. I don't want my marketing campaigns to always be at the whim of whatever new thing is hot in the market. 'Cause I wanna feel like this. I want to know that I have a plan, that I can sti...
ck to it, that it's focused on my customers, it's focused on the amazing value that I deliver, and it's focused on educating people so that we're connecting those two things together so that my hunger becomes my customer's hunger and that we can satisfy that with really nutritional, sustainable, strategic goodness. That looks really good to me, by the way. (laughing) So I want you to look back on how far we've come over these last 13 lessons. We have done everything from lay out all the offers that you're going to make over the next 12 months to digging in to what that means in terms of campaigns that you're going to have to build. We've analyzed your past marketing failures. We've identified and researched your target customers from all different points of view, not just one of those crappy ideal client profiles. We've looked at real people, and then we've asked ourselves, where do I go to find those real people? What are they thinking about? What itches are they trying to scratch? What's keeping them up at night? And where does that fall on the spectrum of awareness so that I know I need to go after my unaware customers. I need to take the problem aware customers and turn them into solution aware, and then, finally, I can share with them what I've made to solve their problems or to help them fulfill their desires. From there, we took all that really good information and we distilled it into your campaign building blocks so that you had the raw materials to build a campaign not from scratch, but from a proven set of foundational ideas and templates that mean you never have that blank page syndrome again. That you never feel like the blog post that you have to write is based on nothing. (laughing) That you're pulling it out of thin air, that your sales page is some gargantuan document that comes out of nothing, no. People who are smarter and better at this, have done this before us, and we can build our campaigns on the brilliant things they've already done without copying them. Simply making good use of what they've done and what we know about our customers, and then, we took a single campaign, and we worked backwards from the sale all the way up to the action we need to take to get the number of eyeballs we need to get the number of leads we want, the number of prospects we need, and then the number of buyers so we can hit that sales goal every single time. We talked about follow-up and how important it is and how much money you're leaving on the table right now, and we said we are never leaving that much money on the table again. And then finally, we analyzed all your results. We set goals. We set a baseline for knowing the action I'm taking is either working or not working and what to do about it. That is a lot of territory we have covered over two days. So guys, I'm really curious. I'd love to know, what is the next campaign you're going to work on, and what's one thing that you've learned over the last two days that you're going to implement as soon as you get home to reach more customers? Yeah, Melissa.
I actually have a webinar next week.
How wonderful. (laughing)
And the E-mail's scheduled to go out to the new people who've joined my list since the last webinar, and I do have a follow-up campaign, and my webinars always convert really well, and there's always a rush at the very end of the follow-up, but I have not been doing this cost of delay E-mail, and some of the other things, I don't know that I've been sending out case studies and testimonials, and I'm gonna have to go back and check and see. I don't know that I sent out an FAQ E-mail, so.
How long have you known me?
I know, I know. So, yeah, thank you, Tara.
Absolutely. Who else? Tell me about the campaign you have coming up. Yeah, in the middle.
So I have a dog-walking and pet sitting service, so it's very localized.
And I've done Facebook and Instagram campaigns before but haven't gotten the results that I wanted, so one thing that's really stood out to me today is to redefine the problem for the people that I'm trying to reach on those platforms, so that really, bing, light bulb just totally went off.
Yes, yes, I love that. Awesome, thank you. Lacey.
I'm gonna go all the way back to the first lesson because I experienced what I think a lotta people experience. You talked about it. The summer slump, right? So I went through a couple of months were I didn't have as many leads coming in as I wanted, but duh, look at the whole year, and I can start in April or May of next year saying, "Hey, I know everybody's on vacation in the summer. "Why don't you get on my calendar right now "so that we can do this before your fall," you know what I mean? I can redefine the problem for them early so that I don't have to have that summer slump again.
Ooh, there was a lot of recognition on that one. Yeah, that was something I've always been talking with a lot of CoCommercial members about during the breaks too, is this is an opportunity. Planning is an opportunity to put yourself in control so that you don't feel victim to the summer slump, but instead, you could take advantage of it. You could go to the beach, you could go to Rocky Mountain National Park, you can hang out with your kid more because you're in control. You don't need to worry that you don't have the leads coming in. You've already solved that problem. You've already crossed that bridge.
Exactly, well and my next campaign will set me up so that I know when I'm taking time off at Christmas or Thanksgiving or whatever, so it's the same idea.
Yep, yep, yep. Michelle.
So mine is for this last part, it's the numbers. I'm really good at tracking prospects and conversion, but the first part of it, especially the impressions, because I realize that I put out a lot of great content, but I have 1,800 followers on LinkedIn. I don't know how. (laughing) But I have 1,800 of them, and I don't post my articles on LinkedIn which would get up my number of impressions, more brand awareness, which would increase the number of people I'd have consults with, so I really have to get clarity on that impressions and figure out different ways outside of LinkedIn and media that I can up that number.
Yeah, I love that. LinkedIn is a great place for you to be. It's a great channel, and yeah, if you're overlooking that, it's a easy way to increase your potential there. Couple more, one more? Ainsley?
So I'm walking away, I'm gonna set up my first campaign for the personal branding service I offer,
Sweet. 'cause it is evergreen, so trying the campaign is gonna be new for me, and I'm taking away the customer awareness spectrum. Talking to more people than just those that already know I exist and what my service is about, and reaching out to more people.
Beautiful. Alright, one more. This is so fun. Yes. (laughing)
I've gotten so much clarity and confidence from this. I just feel so good. I'm like, "Yes, I'm gonna do this. "I'm gonna market." (laughing) 'Cause before, I'm just floating in the wind, hoping that I get the leads, so that's great, thank you. But I'm really gonna use the building blocks and the customer awareness spectrum to create the messaging and the content, and then to schedule that out is gonna feel so good. It's gonna be so good, and it's all for my one-on-one program, so that's awesome.
So you enjoyed the geeky part with me.
I love that. (laughing)
Yeah, I love it.
Thank you for geeking out with me. Thank you all for geeking out with me.