• FranceskaMcCaughan

3 Must-Haves for Rock-Solid Marketing Initiatives

Updated: Sep 7, 2020

In order to position yourself as an authority in your niche, you will need to create strategic content that provides value to your audience and have rock-solid marketing initiatives.

Struggling to gain clients/customers and feeling like your marketing initiative is less of a strategy and more of a haphazard marketing plan? Content is at the center of everything you do on social media and marketing and it’s what attracts people to your brand/business and then what captivates them to stick around and become a member of your audience. In order to position yourself as an authority in your niche, you will need to create strategic content that provides value to your audience and have rock-solid marketing initiatives. Here’s how you can do that:

1. Define your Ideal Client and Know Your Audience

Before you can even start creating content you need to define who your ideal client/customer is and learn who your audience is. This will help you avoid creating content —just to create content, which isn’t going to give you the results you want from the time you put in. A way you can do this is by creating an ideal client/customer avatar and determining who they are, what’s their story, where do they hang out (on or offline), what are their goals, what are some pain points and questions taking up space in their mind? What are some problems that they need to be solved? And how can your product/service/or business solve that problem? Next, you need to determine who your current audience is and get to know them, and there are a few ways you can do this:

  1. You can survey/poll your current clients/customers/social media followers (I do this regularly on my Instagram) and use the data from their responses to figure out what kind of content they like/dislike and what they want to see more of for your marketing initiatives.

  2. You can look at your audience insights and analytics on social media or look at who has already purchased your product/service.

  3. If you don’t have a current audience to poll you can join Facebook groups where your ‘ideal client/customer’ would be hanging out and (as long as you are adhering to the rules of the Facebook group) survey/poll the audience in there and ask what kind of content they would be interested in. Then use this data to determine the next step for your marketing initiative.

2. Create a Content Marketing Initiative

The goal of your content marketing initiative is to create content that both provide value to your audience and serves your business goal. As I said in the previous point, creating content just to create content is not going to produce results, you need to be strategic with your content and provide value, solve problems, and motivate your audience to take action. The action you want them to take is going to be determined by your marketing goal. Do you want them to sign up for your online course? Do you want them to sign a contract with you? Do you want them to become a paying client? Do you want them to visit your store? Once you know what your marketing goal is, then you can work backward and create content, themes, and subtopics that are going to position you/your business as an authority on the subject and are going to lead them to take these actions. For example, in the floral industry, my goal was to sign contracts with high paying clients, so I targeted high-end hotels and luxury brands. The kind of content that I produced on my social media and blog posts demonstrated to my audience (many of my contracts came from social media) that I knew what their problems were and how to solve them, and I shared micro-content from topics that I knew related to the hotel floral industry and that shared my expertise without giving it all away for free (you want your audience to want MORE).

3. Use Email Marketing and Build An Email List

Email marketing is one of the most important and effective marketing tools because 99% of consumers use email every single day and conversion rates for emails are higher than social media, direct traffic, and search. Email marketing is the most cost-effective option for marketing as it generates $38 for every $1 spent, which is a 3,800% ROI. 59% of consumers say that email marketing influences their purchasing decisions. Need any more convincing to start growing your email list?

Once your authority begins to grow more, you will find that more people respond to your calls to action. You will need to create a valuable “Freebie” or “Lead Magnet” that users will give their email address in exchange for. So maybe you want them to download coupons for your storefront, or a free guide off your website, keep in mind the purpose is to provide value, gain trust, and grow your email list.

Once you have a client/customer's email address you’ll have to decide the best email marketing initiative for your business, and what sequence of emails you will want to subscribe them to.

Those are the three-must haves for a strategic marketing initiative, but I’m only scratching the surface here (in fact, I created a 25+ page Marketing Guide CREATIVE CONTENT = CONSISTENT CASH for my Lifestyle You Love Business System Members that goes more in-depth on this topic). There’s so much more to learn and if you want to dive a little deeper, then watch my FREE Masterclass: How to Go From Corporate Job to Self-Employed in 90 Days WITHOUT Fear of Failing here.

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