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4 Tips For Super-Efficient Marketing
So, if you've followed last week's video you'll now have your perfect marketing week planned.
But how do you turn that plan into a reality? And in particular, how do you make sure you can fit all the marketing you need to do into that one day a week you have for it?
Watch this week's video to find out…
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Hi it's Ian and welcome to another five minute marketing tip. This is tip number 52. We've done a whole year's worth of five minute marketing tips. Just like last week, this week's tip is about how to fit marketing into a really busy schedule. If you're a solo business or a small business and you have to do your marketing while doing the rest of the work in your business too, then this tip is for you. See you after the swoosh.
Hi welcome back. Last week we looked at planning the perfect marketing week. Spreading your time across the week to balance out across activities of regeneration, nurturing relationships with potential clients and strengthening your relationships with your existing clients. How do you get the most from those activities? Particularly the lead generation, the big strategies you're putting in play to get new prospects and then clients. I've got four tips for you this week. Each of which could make a big difference for you in getting more from your time.
The first is that you will do marketing more efficiently, faster and more effectively if you are focused on a market or a segment of the market that you understand like the back of your hand. What I mean by that is, if you have a really deep understanding of your ideal clients in that market, you understand their goals, their aspirations, their problems, their challenges, where they're trying to get to then it will become much easier for you to create the right marketing messages, to create the right marketing collateral that will really resonate and will have the biggest impact. You'll be able to do it quickly because you won't have to be spending all your time thinking, “What are they interested in? What do they care about?” You will just know because you understand them at a really deep level.
There are generally for most people two markets where that's the case that you're naturally the most inclined to understand at a deep level. The first is any market that you've worked in for a considerable amount of time. I was a consultant for 13 years before I went solo. About 8 of those years I worked in the pharmaceutical sector. When I set up on my own, one of the areas I could've focused on was the pharmaceutical sector because I really understood that business. It would've been very easy for me to understand the problems, challenges, goals, aspirations and to come up with good marketing in a short space of time because of that deep understanding.
The other type of market that most of us have that most of us understand at a deep level is ourselves. What I mean by that is, the more you are like your ideal clients, the easier it is to put yourself in their shoes and to understand what they care about, what they need, what they're looking for. In my case, I'd been obviously a consultant for 12-13 years working for a larger company and then a smaller company. Then had a few years on my own as a consultant. Eventually it kind of dawned on me that the market I understood the best was coaches, trainers, people who did what I did and who weren't naturals at marketing and selling. Just in the same way that I wasn't a natural at marketing and selling. That eventually became my market. It becomes much easier for me to understand the right messages to use, the right marketing, approaches, where people hang out because my clients, my ideal clients, are very much like me. Not like me in every way. I'm quite technologically capable example where some of my clients aren't, but there are many things I have in common with them. It gives me a great deal of empathy with them and it just becomes easier.
If you can focus on a market segment that you really understand, either because you spent a long time working there or because they're a lot like you, things become a lot quicker and more efficient. In particular, if you spot a market segment that looks really attractive, it looks really profitable, could be loads of opportunity in there, but you don't really have much experience and the people in that segment are not like you, I would think twice about it. It might look really attractive but that's probably because you don't really understand it. By the time you get in there, you realize that the grass seemed to be greener on the other side but in fact it isn't. It will take you so long to get to understand them. Your natural reactions won't be the right one. Your marketing won't be as effective and it'll take you much longer to do. Focus on markets and segments you really understand at a deep level.
Next thing, focus on one primary marketing approach. That could be doing presentations and seminars. That could be working the referral network, it could be blogging, it could be doing webinars. Pick one approach. I know that goes against accepted marketing wisdom. The accepted wisdom is you need three, four, five different approaches in case one of them stops working, two of them stop working. That's advice for full-time marketing professionals to spend their entire week doing marketing. For those of us that only have one day a week to spend on marketing, we can't afford to spend all our time doing four or five different activities and never getting good at any of them because we don't spend much time on each but much better off, perhaps taking a bit of a risk and taking a punt on one marketing strategy that we can get really good at and get really effective at.
I would advise if you can do that, one main strategy and I have a couple of backup ones you do a little bit. Rather than completely all of one, do one main one, a couple of backup ones. For me, for example, the last five or six years my main marketing strategy has been email marketing. I write two to four emails a week to my subscribers. That's the way I nurture relationships and turn people into paying clients. The other couple of strategies I've had over the last couple of years have been these weekly videos which work pretty well to get people to know me, to get a deeper relationship, and to attract potential clients because people come to the website to watch the videos and Facebook advertising. I've got reasonably good at Facebook advertising and I can use that to generate new leads to get people to signup to get my regular emails. Those are my three. Main one, email marketing. Two minor ones, Facebook advertising and video marketing.
For you, pick something that you can really do. I guess that's the third big tip. Pick the primary approach to be one that you enjoy and that you're good at. I know that sounds obvious but I can't tell you the number of people who've sparked someone else being really successful with Facebook advertising for example. So they try it even though they're not very technical and they don't like all the work behind the scenes, etc, etc. They see that one of their colleagues is having great success with networking so they think they'll go off and do lots of networking because that's bound to work. Even though they hate networking, they're not very good at it, they don't like meeting new people, etc, etc. Find something that works for you and you enjoy and stick to that.
The one caveat I have with that is make sure that one of the three things you have, either one of the two minors or the primary thing, involves writing. I say that because writing is an absolutely core communication skill. If you can write well, then you can blogs, you can write emails, you can write scripts for videos, you can scripts for podcasts, you can write webinars, you can create presentations. Writing is such a ubiquitous skill. It is a skill worth everyone developing.
I know you might be sitting there thinking, “Well I'm no good at writing.” Well that's just not true. Writing is just at its essence, good communication. You might as well say, “I'm no good at talking” as “I'm no good at writing.” It's just that you haven't practiced writing. It's just good communication. I have clients that when we started working together said they're absolutely hopeless at writing. They couldn't possibly write a regular blog. Now one of them, for example, is being commissioned to write a book. You know who you are! It is possible to learn the skills of writing. It is so ubiquitous a skill, it's well worth it being one of your two minors or your one major in some format.
Final strategy, reuse, reuse, reuse. Reuse could be reusing ideas. Make sure you have a really strong, core set of ideas that you share about your particular topic. This isn't the first video or blog post or personal training that I've done about getting more marketing done more efficiently. I've done in-depth training for my Momentum Club members. I've written a blog post about the topic. I've written a whole ton of blog posts about becoming seen as an authority in your market. I've written a ton of blog posts and articles and videos about nurturing relationships with potential clients. I've done a ton of stuff on giving value in advance to potential clients. If you've got a handful of those core topics, you can keep coming back to them time and time again from different angles. As long as they're really strong topics that they're talking about in multiple different ways. Have a core set of ideas and topics in your field that you keep coming back to. You build a name and a reputation for those core topics.
The other form of reuse is to take your existing material you've already produced and reuse that. You write a blog post, you can record that and turn it into a podcast. If you do a video like this, you can get a transcript done and that becomes a blog post. I use rev.com. Fantastic service. One dollar per minute per transcription, usually turned around in a couple of hours. I stick the transcripts below all these videos, but you could equally turn a podcast or a video into a blog post. Try and reuse as much material as you can. Maybe you can take some of your blog posts and turn them into a presentation that you deliver live. Maybe you can take a whole bunch of them and turn them into a kind of collected articles book. Lots of different ways you can reuse material and it just saves you so much time if you're able to take something that you've used with one audience in one format and use it with a different audience or the same audience in a different format.
Those are the four big tips. Focus on a market or a segment that you really understand so you don't waste time trying to get the messages that you know you're going to use with them. You know that intuitively. Secondly, pick one big primary marketing approach that you're good at and you can get good at and maybe a couple of minor approaches. Make sure that approach is something you enjoy and that you're good at. Finally, reuse as much as you can both your ideas and your material. That's it for this week. That was number 52. Looking forward to another year of marketing tips. Cheers.