It’s back to work this week for most and for me it’s been a week of fine-tuning my 2020 planning and creating my own marketing content for use over the next couple of months. I’m writing blogs/social posts/adding to my website and creating a range of branded videos (a newbie for me!) – to get ahead of the game for when new client projects kick off next week! What’s your focus for marketing in 2020?
I finished 2019 with a clear plan of what my own marketing will focus on throughout this year with a content theme for each month. So, this week has been about starting the creation of my monthly content, certainly for Q1. This planning ensures that the messages to my clients and those I am yet to work with is consistent across all the channels I’m choosing to focus on. This content is designed to raise my profile, grow my networks, generate leads and ultimately engage with new clients to build that all-important ‘know, like and trust’ so I can grow in 2020 and achieve the business goals I have set.
Is your marketing planned out in a similar way, or is marketing an ad-hoc activity that often gets pushed to one side when other tasks need to take priority?
If marketing, in general, sits firmly outside your comfort zone, I highly recommend starting with a focus on just a couple of marketing activities. Remember, in a small business activity does need to be sustainable in the mid to long term, and ideally should become a daily or, at worst, weekly activity on your to-do list. Less really is more – if you spread yourself too thin – say trying to be active on 4-5 social channels, you’re setting yourself up to fail. This will mean you don’t see any value in marketing – and that would be a terrible shame!
Whatever marketing activities and channels you choose to use this year, your messages and engagement should be consistent. I also highly recommended that any content you do generate should be tweaked for different channels, for example, never just repost the same content to different social media. Why not? Because each one has a preferred style, word count, and a maximum number of hashtags too. Think loads of hashtags on Instagram, but when it comes to LinkedIn, it’s a maximum of 3!
Talking of social media, this is one of the easiest marketing channels to establish as a regular activity within your business. Just focus on 1 or 2 though – avoid the overwhelm that having to engage and show up every day will have if you try for 3, 4 or more!
What’s the first step in any marketing plan?
Before you start to write that blog, LinkedIn post, email campaign or advert – the very first step in your marketing plan is to define your ideal client! (My next blog is going to focus on that in a whole load more detail.)
When I ask any of the small businesses that I speak to who their ideal client is, the majority still say ‘everyone’. My second question is along the lines of “When you start putting together marketing content – who are you aiming to engage with?” In the world in which we now run our businesses – marketing has got to be relevant and timely for the recipient, so marketing to everyone pretty much means engaging with no-one!
Food for thought?
I hope this blog has given you some food for thought on some new marketing focus and goals as we get up and running into a new year. However, if marketing really is out of your comfort zone but you appreciate it is something you need to embrace to grow your business in 2020 and beyond, let me know.
If you need some support in putting together a plan, nailing your ideal client, some training or coaching, or maybe you need someone to manage your marketing to gain some momentum then please do get in touch.
Let’s get you and your business ready for growth in 2020.
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