Digital marketing can feel overwhelming
The internet is full of confusing and contradicting information about the latest and greatest strategies, where everyone is a guru and "best practices" change every day. For the average small business owner, it's too much.
I know how difficult it can be to sift through it all to find something relevant and practical. Where do you start? SEO? Blogging? Social media marketing? And why don't my Facebook Ads work? It's exhausting, frustrating, and far too time consuming.
Maybe you've thought to yourself,
"There has to be a better way to market my business."
Good news – there is.
After years of studying communication, relationships, human behavior, and building marketing campaigns, I discovered a pattern – a sequence of 3 steps that all of my most successful marketing campaigns had in common.
By following this sequence, you'll build a marketing strategy that will resonate with your audience, save you money, and ultimately grow your business, regardless of size, industry, or budget.
Here's the sequence:
Build Your Foundation
Create a clear marketing message that people understand and engage with
Create A Funnel
Outline a step-by-step journey that builds relationships with your customers
Advertise / Publish
Be seen and heard by the people who are most likely to resonate with your brand
By starting with your foundation (your message), you set yourself up for success down the road with future marketing efforts.
All marketing roads eventually lead back to your website, your digital home, and if your message isn't rock solid, you'll be wasting money.
Now that your message is clear and compelling, you need to create a funnel. This is Relationship Building 101. You would never walk up to a stranger and ask them to marry you and yet we do it all the time in our marketing collateral.
Instead of asking directly for the sale, you need to create a trail of breadcrumbs that ultimately leads visitors to your main product.
This last step is where most people start.
They go straight to advertising or frantically posting on social media and then wonder why their sales don't increase. This is the equivalent of "spray and pray" marketing.
Instead, publish and advertise content that leads visitors to that first breadcrumb. This gives you the best quality leads without breaking the bank.
That's it. That's the process.
Pretty simple isn't it?
And yet most businesses don't use it. In fact, they don't use a strategy at all. They market blindly into a sea of noise and confusion only to get lost in the competition for their audiences attention.
And it's costing them, but not just in revenue.
It's costing them time they could be spending with colleagues, friends, and family.
It's costing them money that could go towards higher employee compensation, business improvements, and community needs.
It's costing them energy that should be spent building their business and doing the work they're passionate about.