Planning your online marketing

Posted by Mike Eastwood on 9 October 2016

Mike Eastwood

Ok, I confess – it's much easier to tell people they need to do marketing than it is to do your own marketing. However, once I walked the talk my business changed. Lead flow, turning down work because we were too busy, more money at the end the end of the month (rather than more month at the end of the money), weekends off – these were things I'd read about in books. It's not easy but it's achievable.

For years I'd always worked on the idea that if I helped enough people and did great work then the clients would come – they have. However, when you're running a business, as my friend Will says: "Chase the work – do the work". When you're doing the work you're not chasing the work, so when you deliver that big job you've got to go out and chase the next job.

The first step is a Marketing Plan

Doing great work and getting referrals is great. Having a clear Marketing Plan, doing great profitable work (that you enjoy) and getting referrals (with clients that you want) is even better.

"If you fail to plan [your marketing], you are planning to fail [in business]!" ―Benjamin Franklin & Mike Eastwood

A Marketing Plan helps us decide what sort of clients we want, where to find them and how to attract them. Once we've attracted them then we can nurture them until they are ready to become a client. Then, once they're really happy with the results we got them then they can help us find similar clients that they know and trust – which leads to referrals.

So, how do we create a Marketing Plan?

The first step is what we affectionately call an "Interrogation". Yep, we sit down with you, virtually or in person, and ask you a load of questions to find out more about your business. This takes a couple of hours and some of the questions may be challenging. 

Also, we'll get you to do some other homework:

Competitive Analysis
Who are your competitors – indirect or direct? Who are the market leaders? Who are the businesses that are doing really well? By comparing the competitive landscape we can work out the best way to compete.
Marketing Personas
This is where you get to describe your ideal client. By creating a fictitious character that represents your ideal clients we can target them so you only get the type of people that you want to work with. If you are B2B (Business To Business) you're still selling to people, not a "business".

Next Steps?

If you're interested in taking the next steps, you want find out the investment required and see if we've got a good "fit" then please book a time to talk to Mike Eastwood. If the fit isn't right we'll help you find someone to help you create a Marketing Plan that fits your budget.  

Topics: Marketing, Marketing Planning & Strategy

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