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STRATEGY GUIDE
Executive Summary:
Marketing is not easy. It takes a well thought out plan, execution and constant
measuring, tweaking, measuring and tweaking. In an effort to help jumpstart your
marketing efforts, we’ve put together this helpful document loaded with 12
marketing strategy tips to steer you in a successful direction.
Please do not hesitate to reach out to us at [email protected] with any
and all questions you may have after reading through the material.
www.growafanbase.com
1. Understand Your Audience
Understanding your audience plays an integral part in optimizing your marketing
strategy. Your audience’s behaviors can help direct you when crafting content,
implementing an SEO strategy, and deciding on which social media platforms to
focus your efforts.
2. SEO (Search Engine Optimization) Keyword Research
With 9 out of 10 online consumers utilizing a search engine
when looking for information, products, or services it’s
imperative that you understand what people are searching for.
Google and several others offer free Keyword Research Tools.
SEO is a complex and intricate process, but here’s the best place to start: Match
your website content with the keywords that people are using in their search.
Two free tools to use:
Google Keyword Planner
http://keywordtool.io/
3. Analyze Your Last 10 Clients
Tracking your last 10 clients & their activity will reveal a lot about your strengths
and weaknesses regarding customer acquisition.
Several questions to ask:
Where did we get the lead?
What product or service did the client buy?
How much did they spend?
Was this a type of client we’d like to have more of?
4. The Lifetime Value (LTV) of a Customer Rule
The Lifetime Value of a customer is the total amount of money a customer spends
over the lifetime of being a customer.
The basic formula for a winning LTV strategy is:
LTV = 3x CAC
Life Time Value of a customer = 3 times what it cost to acquire that customer
(CAC).
In theory, if you spend $10 in Facebook ads to acquire a customer, that customer
should spend at least $30 with your company for the acquisition to be worth the
time and energy spent.
5. Pick 2-3 Traction Channels + Do Them Well For 90 Days
Gabriel Weinberg and Justin Mares penned “Traction: How Any Startup Can
Achieve Explosive Customer Growth” in which they claim there are 19 channels
of traction (avenues to grow your business). Social media alone has 100 different
platforms you can create a profile for, and if you’re not careful you can get lost in
the black hole of social media.
We agree with Gabriel and Justin. Pick 2-3 channels and devote a
proper amount of time to each channel for 90 days. After 90 days
measure the success of each channel. Throw away the loser of the three
(or if two channels performed poorly, throw two away, or all three)
and add one more channel. Keep doing this until you have the highest
performing channels running to that are producing the best results.
A very basic example: Let’s pretend we design and sell t-shirts. We select our
Facebook Business Page, Email Marketing and Pay Per Click Advertising (Google
Adwords) as our first 3 channels. Our end goal for this example is sales of our tshirts.
Our Facebook page produced 30 sales.
Email Marketing produced 86 sales.
Pay Per Click Advertising produced 9 sales.
Going off of sales alone, we would toss out Pay Per Click Advertising and keep our
Facebook Page and Email Marketing efforts. Taking it one step further – we would
look at how we could invest and do more with our email marketing since it was the
clear winner by more than double our next highest performing channel.
Five examples of marketing channels to try:
1. Email Marketing
2. Social Media Ads
3. Content Marketing (Blogs, videos)
4. Search Engine Ads (Google, Bing, etc)
5. Offline Ads (Newspapers, magazines)
6. Get to know your competitors
It is not illegal or unethical to study and research your competitors. It’s a great idea
to have your finger on the pulse of what your most successful competitors are
doing. Understanding what works for them may help you navigate your own
strategies.
7. Track and measure everything
When measuring results, you might be exposed to the term
“KPIs”, which stands for Key Performance Indicators. KPIs are
extremely important when measuring traction channels and
understanding the overall performance of your marketing
strategy.
For Example:
At first, a real estate agent may believe that their immediate goal is to sell more
homes. However, understanding that their leads generally come from email
marketing helps the real estate agent to adjust their goals to be more actionable.
They may now decide to focus on acquiring more email addresses to include in
their email campaigns.
Online and digital marketing (social media, pay per click ads, etc.) is a bit easier to
track than traditional marketing (radio, print, and TV) but tracking traditional
marketing can still be done. We’d be happy to show you how.
8. Audit Your Website
The Good News: Your website has the potential to attract customers and cultivate
sales leads 24 hours a day 365 days a year.
The Bad News: Your website can’t talk back.
Therefore, your site must clearly and quickly explain what your strengths are and
what services you offer. Your website needs to be visually appealing and
compelling to quickly engage the customer and keep their attention.
Be specific and direct in your language at the top of your homepage. Clear
messaging like, “We sell motorcycle parts”, “I write marketing content for small
businesses”, or “Locally sourced organic produce” all quickly draw your potential
customers to the focus of your company.
Getting too cute or catchy with your messaging has the potential to confuse visitors
and miss opportunities. If your visitor is searching for “Marketing Content for
Small Businesses” and your site leads off with something cute like: “They say a
picture is worth a thousand words. We aren’t photographers, but we create
beautiful pictures with our words.” 9 times out 10 you are going to lose that
website visitor. It doesn’t appear to be what they are looking for and they aren’t
willing to stick around to make sure.
Instead, if your homepage read: “We write marketing content for small businesses”
BOOM! You’ve nailed it. It’s exactly what the person was looking for and you
have clearly told them that they are in the right place.
9. Tell Your Story
Utilizing video is an effective way to tell your story to potential and current clients.
You can quickly engage with customers, and help guide their impression of your
brand. We specialize in creating professional, beautiful and compelling stories
through video production.
10. Pay Attention To Your Website Analytics
If your website doesn’t have Google Analytics installed, stop reading this
document now and install it. (It’s FREE!) If you need help setting this up, we are
more than happy to help.
Website Analytics deliver an abundance of data regarding the activity of your
website visitors. A sample of data that analytics will show includes: Where your
visitors are coming from (not only geographical but which websites), what pages
they are visiting on your website, how much time they are spending on your
website, and how quickly they are leaving.
11. Don’t Ignore Traditional Marketing
With the increasing popularity of digital and online marketing (social media, pay
per click ads, and SEO) try not to forget about traditional marketing strategies.
Online marketing is just a piece of the marketing puzzle. Print, Radio, TV, and inperson networking are all valuable and important marketing channels to explore.
Who knows, your highest converting marketing channel could very well be print
mail.
12. It’s Okay To Deviate From The Plan
A plan is just that- a plan. It’s a guide to what you think might work. Just because
you have a plan doesn’t mean it’s the right plan. It’s perfectly okay and expected
to adjust the plan as you dive further into marketing. If you are sinking money into
a particular marketing channel and it’s not proving to be worthwhile, the logical
next step would be to make an adjustment. Try testing an alternate way to use that
same channel or pick a new channel all together.
Conclusion: As we said in the beginning, marketing is not easy, but don’t get
overwhelmed. Take it one step at a time, one marketing channel at a time, and be
sure to focus your efforts on one or two items. Do not try to dive all in and do
EVERYTHING at once. It is simply impossible.
We are here to help: [email protected]