Today I talk about – 7 things to do for your Marketing over the Christmas holiday period….
Hi, Amanda here from Koogar.
I’m really sorry. It’s like, past [12:00] I think, and basically, my computer doesn’t want to find my camera, my laptop doesn’t want to turn on, and so I am left with my phone. It’s Monday, it’s marketing Monday, today. I’ve written down a number of things, seven things, to basically do for your marketing over the next week. This is our last week when it comes to Christmas. We’ve got probably a lot to do. You’ve got people to email, meetings to book in, networking events to maybe attend, or maybe you’re just winding down, or you might already have wound down for Christmas. What I want to do is just show you these seven things, or they’re just idea of things that you can do over the Christmas period, over the holiday period.
So, number one is start planning. Don’t wait until next year to start planning. You need to … Yes, Jay, thanks for joining us. Tech is great when it works, when it doesn’t work it isn’t so great and you can’t do Facebook Lives’ without any laptop, desktop, but now I have my phone, so, yeah. Number one is start planning. Don’t wait until next year. Don’t wait until you’re busy catching up with people or busy having meetings. Start planning now. Start having a think about what it is that you want to achieve, what do you want to do, is there any new events or places that you want to go to. Do you want to speak? Do you want to write a book? Do you want to update your websites? Plan now what you’re wanting to achieve for the new year. It’s, you know, very similar to New Year’s resolutions but you should really be thinking about your business now. If not before now? You should be thinking about it now in terms of what you want to achieve. What are the things that you want to achieve in the new year? That’s tip number one.
Tip number two is develop a marketing strategy. The planning part of it is the stuff that you’re actually going to do, the Facebook Lives’, the updates on Twitter, LinkedIn, Instagram, photographs, all of that kind of stuff. The planning is the doing stuff. The strategy is about the goals, what are you wanting to achieve? It could be you want to double the amount of hits that you have on your websites, double the amount of clients that you’ve had in 2017. Or, for a particular month, double your turnover, triple your turnover. Whatever it is, that’s the strategy side of stuff so have a think about what strategy you want to put together. What goals, what hard-core goals do you want to nail for 2018? Is 2018 going to be your year? Is it a year where you’re going to be getting rid of a lot of things? A lot of products or services and just tidying up your core? What is it that you’re trying to do? What is it you’re trying to achieve? So, that’s tip number two.
Number three is start brand awareness before January. I’ve written this down because sometimes for businesses, it’s quiet in January. January isn’t a great time. January is a time of finding out what you need to do in the business. What you need to … Like, the housekeeping kind of things? What is happening in January? With brand awareness, brand awareness isn’t about getting somebody to buy a product or service or whatever it is that you do. Brand awareness is about telling people this is who I am, this is what I do, this is how I do it and this is why you should buy me, or buy into me, or buy my product or service because I am really good at X, Y, and Z. Yeah?
So, brand awareness is not about selling to people. Brand awareness is about saying this is who we are, this is how we can help you. In January, you might want to be going to new networking events, you might want to be picking up and having coffee and cake with people, you might want to, again, update your website and add some new things on there to tell people about what’s coming for the new year because you’ve planned and you strategised and all that kind of … So, that’s tip number three. Start with brand awareness. Obviously, before January, but in January if that’s a quiet time for you.
Number four is make a list of all the housekeeping duties that you should be doing and I’m not talking about cleaning your house, however, that possibly needs to happen. It does in my house, before Christmas. What I’m talking about is housekeeping with regards to your in-box. Is it full? Do you need to get rid of the emails in there? Do you need to action them? Have a look at … I’ve got some notes here … What I’m talking about is cleaning your inbox, it’s having a look at your desk. Right now, my desk is absolutely chock-a-block with stuff. It’s absolutely everywhere. Now, yes, it is the end of the year, it’s the last week before Christmas, but it’s an absolute state. I know where everything is, which is fine, but I want to de-clutter.
I want to get rid of a lot of stuff. I’ve got a lot of notes, ideas, tips and tricks that I want to do for the new year. I want to be planning all of that kind of stuff in, so that’s one of the things that I want to be de-cluttering. Your desktop, what’s actually on your computer desktop? Now, I’ve seen some people who come to our meetings, and they bring along their apple Mac’s or their laptops or whatever. The amount of stuff that’s sat on the desktop alone, it’s not in a folder, it’s not put away nice and neatly, it’s not safe. They don’t know where it is, they could lose it, all of that kind of stuff. There’s three things that you need to, sort of, have a look at over the Christmas holiday.
The reason why I say these as well, is because number one, when you go through all your emails, and you just clear your inbox, there’s possibly some business in there that you’ve forgotten about, you haven’t actioned, you haven’t emailed that person, or the person said to you, “I don’t want it now, can we do it in January?“, and you haven’t put that in your diary. There could be a little bit of business there already that you haven’t actually had a look at. That’s tip number four, make a list of housekeeping duties that you need to do for your business.
Number five is make sure that your emails are opened and not unsubscribed to in January. Does that make sense? I don’t know about you, but at Christmastime, we receive a lot of emails. We get them from Living Social, we get them from holiday places, we get them from business people trying to sell their final bits and pieces. I’ve got something that I’m promoting at the moment that starts in January. Everybody is getting lots and lots of emails, so don’t be the person who is being unsubscribed to. When you send that email in the new year, everybody unsubscribes, what I’m trying to say is have a think about what you’re going to send to people in the new year.
Sorry, I’m just going to add that person there. Okay.
What are you going to be sending … with regards to are you going to give them some value? Are you going to give them a discount? Money off, even though that we don’t like talking about that kind of thing? What are you going to give them in January to make sure that they don’t unsubscribe from your emails, because that is probably the top place in January where people unsubscribe from emails is because they’re getting an influx, lots of things are happening, and they’re just getting sick of lots and lots of emails coming through. Have a think about what you’re going to share in January with regards to email marketing, who you’re going to share it to, and what you’re going to give them so that it makes them want to stay and makes them want to keep on your email list. That’s tip number five.
Number six, what marketing goals are you trying to achieve for the new year? One of the marketing goals we’re trying to achieve, or, I’m trying to achieve is more blog reads for the new year. We have a certain amount this year, which has actually gone up considerably. I think 30%, just on 30%, from the year before, which is great because we’re blogging more, we giving better content and making sure that I spend more time writing the content. I’m listening to what people have problems with, and I’m writing about that. I’m trying to answer people’s questions. Next year, I want more hits to the website. How am I going to achieve that?
When I have that kind of goal, it’s very focused, it’s very particular, it’s very specific. What goals do you actually want to achieve when it comes to your marketing? With Instagram, how many more people do you want following you? With LinkedIn, how many more connections would you like? With email marketing, how many more subscribers would you like? All of this kind of stuff. How many more people, how many more clients do you want? How many clients in a particular service or product that you deliver? But, be specific is my point. That’s number six, what marketing goals do you want for 2018?
Number seven, the final one. Have a look at what the upcoming events are that are happening in the new year? Are you running your own events? If you are running your own events, get them in the diary, get them on Facebook in an event. Are there conferences that you actually want to go to? Are there conferences that you want to attend? Get them into your diary as well. Are there networking events that you want to go to? What I’m trying to say is start organising yourself, start organising your life when it comes to business so that you know what you’re going to do, you know where you’re going to be, you know who you’re going to be with and what you’re actually going to achieve. You’re sort of planning your first quarter for the new year so that you know what’s happening. It’s a lot easier when you’ve planned instead of trying to scrounge around for content or ideas or … Right, I’m going to put this event on, but you only put it on two or three weeks before it’s actually running. You need a good six weeks. Tell people, the brand awareness side of stuff. Tell people now in January what’s going on.
I hope that helps. These are seven tips, I’m going to just run through them again.
Number one is start planning now. What is it that you want to achieve. What are you going to plan for in 2018?
Number two is develop a marketing strategy so what specific goals do you want to achieve when it comes to 2018? Now, it could be that you plan for the month. It could be that you plan for the quarter. I plan for quarters, I don’t plan for the full year because I don’t know where I’m going to be in six months’ time. I don’t know what products or service that I’m going to have. Nothing changes drastically, but things do change in business and it might be that you want to pull something and put something new on. Have a think about that, that’s number two.
Number three is start brand awareness and start it now bearing in mind that you don’t want people to buy, it’s just about telling people this is who I am, this is what I do, and this is how I can help you, okay? When you get that brand awareness, you are in the forefront of their head.
Number four, make a list of the housekeeping duties that you need to do with regards to your business. That’s cleaning your inbox, cleaning your desktop, cleaning your desk itself, maybe your office. Just make your environment a little bit better for yourself for the new year.
Number five, make sure that your emails are opened and not unsubscribed to. Think about something new, think about something of value that your readers want to read about.
Number six, what marketing goals are you wanting to achieve? Get specific with this, the more specific you are, the better it is to market yourself and know who you want to get in front of. The final one is what up and coming events do you want to go to? Conferences, networking events, are you running your own events? Are you wanting coffee and cake with people? Current customers, new customers, all of that kind of thing.
I hope you found that useful. Eventually I got to you with my technology issues. I don’t know what is happening today. So, there you go.
This is my final Facebook Live for just before Christmas, because it’s Christmas at the weekend, which is very exciting. What I wanted to say was you still have a couple of days left for our Marketing Monthly Masterclasses. If you haven’t seen them, and I’m sure I’ve told you about them before, but if you haven’t’ seen them we’ve now got 12 people signed up, which might not be massive, but actually you’ve got to start somewhere, haven’t you? This is a very brand-new service that we’re providing. The Monthly Marketing Masterclasses is where I am live. You will log on. It starts on the 8th of January. You log on for 45 minutes. [9:45] till half past [10:00], so that you’re ready for the day ahead. On the second Monday of every month.
Every month we’re going to be talking about a particular subject. They’re all on the website, they’re all on the link, which I’ll share just after this Facebook Live. It’s for business owners and marketing managers who want to have somebody to be accountable to. Somebody to have support. Somebody to ask questions and actually have a community of people to ask questions, too. We have a secret Facebook group. We also have a membership area that if you can’t make the date, you can actually go back onto the membership area and you can watch all of the Facebook Lives’ at a different time. The other thing is that we’ve got resources and exercises that we’re going to be sharing with you over a period of time as well.
Every week you’ll be getting something from me. I’ll keep poking you and saying, “Have you done your accountability things? Have you done your actions? What did you get from those actions? What did you see? What did you achieve? What didn’t you achieve? Let’s see if we can tweak them? And, that kind of thing. That’s the Monthly Marketing Masterclasses. As I’ve said, I’ll put them in the link below and I hope you’ve found today’s Marketing Monday useful. I wish you a absolutely fabulous Christmas. It’s going to be my first Christmas in Warrington, so quite excited about that.
I wish you a absolutely fabulous Christmas, if I don’t see you before, have an even better New Year and market yourself all the time.
Marketing is something that’s an ongoing process. Don’t stop, okay? Don’t stop when you get busy. Don’t stop when you don’t know what to do. That’s when you email me, okay?
Have a great time and I’ll speak to you soon. Take care.
I’m in my 2nd year of Mastermind which is a group I attend with other business owners once every 8 weeks. We have 36 hours out of the business and fully immerse into our own businesses, working with each other and our coach to come out the other side with actions, a ton of homework, decisions made and a way forward for the next 8 weeks.
The first year of mastermind I was honing the type of business I want, the type of business I would like to do and specifically who with. Making those decisions has helped me understand what I want from my business, what I enjoy doing, what I’m really good at and who I need to employ to do things I either don’t want to do or could do better than me.
Koogar’s whole team work remotely and this is something I am very proud of. Everyone on my team are here for a reason and each person is REALLY good at what they do. I’ve worked like this since the 3rd year of business (2009) and have found it to be the best working model for Koogar. Not only because each person is a specialist but also because we are effectively streamlined to suit the needs of our clients.
The second year of Mastermind started in May and this year we received a SitRep which is a report based on the current situation used in the military. As my coach is an ex-soldier this was apt although a little strange and interesting at the same time.
So for the next session we were given a new task to complete called our Battle Plan which is what our vision, thoughts, ideas and dreams are for ourselves and our businesses and it was tough to complete.
I had the fear of getting it wrong, wondering if these things are really what I want and HOW I was going to achieve them.
We have our own Facebook Group and everyone submitted their Battle Plans differently. One with a mind map, one on video, one in a word document and so on… I delivered mine in the shape of a vision board with a word document to back it up with the numbers I’m looking at achieving this year.
You see… what I have realised in the first year of Mastermind is that I’m not driven for money. My drivers are my lifestyle and how I want to live every day, what I want to do, who I want to do it with and where I want to do it.
As my business coach says… Your business is the resource that will enable you to have the lifestyle you want and the business you want to run.
I love what I do. I’m passionate about marketing and customer service and how it helps our businesses achieve results and goals we set for it.
What is your Battle Plan and do you have someone who is helping you achieve it?
“What would you do in my business to market it and get new clients?“
Unfortunately, the answer is different for every business, there is no blueprint to marketing. There are blueprints on HOW to do something but not on marketing as a whole.
As a business owner, you know your business more than anyone else, you understand how you want to be perceived and the type of clients you want. Think about these things and be where the clients you want are!
If you’ve not done marketing for a while or are a little stuck with regards to what to do next, this podcast is for you!
Grab your pen, notepad and be prepared to pause this podcast as there are a number of things you need to be doing during and certainly after!
ALL large projects are built upon their foundations.
For example, a Japanese skyscraper has earthquake proof foundations to ensure it can cope with the frequent earthquakes in Japanese cities such as Tokyo.
Your marketing should be as considered as this, because unless you have the RIGHT foundations in place, your marketing strategy WILL NOT be able to cope and change with environmental disturbances that come regularly in business.
Some of the changes I’m talking about may be:
All of the above could cause HUGE issues for a marketing strategy that has not been effectively developed with the proper foundations in place. Additionally, unless your company has a well thought-through marketing strategy it is likely that your marketing communication will be VERY general and unfocused, leading to untargeted, expensive and ineffective marketing communications.
It is key for business owners and marketing managers to understand what the foundations are within your own business and then to ensure you undertake the research and hard work needed for the businesses foundations to be put into action.
The marketing FOUNDATIONS are:
F – Focus
Find your businesses focus, this is a great way to start your quest for better and MORE effective marketing. The most successful businesses have identified a gap in the market and they are VERY focused upon what that niche wants, needs, desires, complaints, fears etc are.
So what is your businesses niche and how can you exploit it more effectively?
O – Out Compete
Linked to the business focus, it is essential for all businesses to consider EXACTLY how they are out-competing their competitors
This NEEDS to be communicated through your marketing, and some market research on your current customers can be very useful during this stage. You may not recognize the elements of your service that add huge amounts of value, in the eyes of your customers, such as effective customer service, efficient response rates and friendly customer engagement.
U – Up- to-date
One issue many firms have is that they will produce and implement a marketing strategy, that may be effective – But the marketing world is constantly changing. Therefore your marketing must be continually updated to ensure it is still as relevant and as effective as possible.
Take a look at your marketing every 90 days to see if you are on track with your business goals!
N – Nurture Process
This relates to the idea that it is much easier to retain customers, than to attract new ones…
They should already know how good you are!
It is crucially important for all businesses to nurture the customers that they already have. Don’t be so concentrated on gaining new customers that you forget the customers that you already have…that is a sure fire way of losing clients.
Nurture them, look after them, make them feel wanted…
You may be able to cross-sell to them or even up-sell, which could be the equivalent of a new customer. This also relates to the sales process, and how you can nurture potential customers to ensure they are pulled through the sales funnel and become clients.
D – Decision Making Process
Consumer psychology is a key consideration for all businesses, as if we as marketers can get inside the consumer minds and walk in their shoes and understand the process by which they actually make a decision, then impacting that decision is much easier.
The decision making process has 5 stages, and each is an opportunity for your firm to influence the consumers in a positive way.
So how are you influencing your consumer’s decision making process?
A – Audience
Linked to the section above, the better you understand your consumers and your perfect customer, the more effective and focused your marketing can be. Therefore, by properly thinking about your target audience, what they do, what they’re like, the clothes they wear, the jobs they have, you can develop a deeper understanding of their behaviour and activities and thus engage with them more meaningfully and on a more frequent basis.
We have written a Digital Course on how to find and understand your AUDIENCE. You can find more information on our Digital Courses page.
Firstly, responding to current customers and potential customers as quickly as possible is key as it gives them a quality cue, that you are a firm who is efficient and effective in their activities.
Don’t keep your customers waiting.
Timing for email marketing is also key, as sending out and email marketing email at 5PM on a Friday would not be the most effective use of time and money, because everyone will be in the pub.
Furthermore, it is well-known that the timing of social media posts can also have a hugely significant impact upon their analytics. Therefore, while timing might seem simple, it is essential that firms consider it and produce an effective editorial calendar that takes timings into account.
I – Integration
Now THIS is where Koogar are specialist and it is truly essential, as users need and expect congruence and consistence between ALL of your marketing elements. If your offline and online elements and messages are not integrated your customers WILL notice.You will be sending out a range of
You will be sending out a range of mixed messages meaning your marketing will not be focused, which can have detrimental effects upon your success. We all want our brands to be recognised.
O – Outline
You need to outline exactly what you want your marketing communication to do for your business and outline a number of achievable objectives with set time frames – Ensure that the focus outlined above is integrated into this outline.
N – Numbers
Within marketing, one of the most common complaints from businesses who don’t have their FOUNDATIONS in place is that they don’t know which part of their marketing is working.
This is a numbers problem.
If you implement a proper strategy centered on the integration of measurable marketing communication tools, budgets and analytics then they would know exactly what money is being spent effectively.
Consider how the numbers look, and only continually invest in strategies that are actually economically effective for you and your business.
S – Strategy
Finally, once you have considered all of the above elements you will now be ready to create a well-focused, engaging and effective marketing strategy that is robust and responsive to the inevitable environmental changes.
Overall, this highlights the importance of having the marketing FOUNDATIONS in place BEFORE an effective marketing strategy can be developed.
So do you have your marketing FOUNDATIONS in place?
How to reduce the amount of time that you spend on marketing is something I am asked on a regular basis. Its not that you don’t want to do it, its just that you are unsure on where to start. Marketing yourself or your business isn’t an easy thing to keep up with AND it’s the first thing that is dropped because we haven’t got any time to look at it or work on it. Before I can answer this question fully, we will need to do a bit of research, so we are then able to reduce the amount of time that we spend on our marketing.
Marketing is something that has to be done on a consistent basis and I’m not saying it should be done every hour or every minute but at the very least every day. However, the hour/minute thing is completely dependent on the type of audience you have or are targeting and what you’re trying to sell to them.
Consistency is the key to marketing, so the people who will be seeing our message will then become ready to buy our product/service.
Marketing is one of those things that has to be done all the time and if you are not keen on it or run out of ideas, it’s always worth working with a company or consultant who will help you to stay consistent. Once you stop marketing your business, people stop seeing your brand and your message, baring in mind we need to be showing them our brand and message between 7-15 times BEFORE they are ready to buy.
As a business owner, it’s quite difficult to keep that marketing going and to keep on track because you actually have to do the work in the business as well as market it, tell other people about who you are, what you do, how you do it, who you help and who has bought from you, etc. Chief, cook and bottle washer as they say, however this is truer of businesses that have fewer people on their team.
Marketing is probably the hardest thing for a business owner to keep on top of unless they’ve got somebody else doing it for them (like a Marketing Manager, Consultant or Agency) to help them to keep on track. Check out Amanda’s “Brain Picking” Sessions.
So to make sure that you’re not spending or wasting too much time, I have 4½ techniques that I would like to share with you:
1: Find out who your target audience is.
I want to know who your target audience is without you saying “anybody who…”. We do not sell to “anybody who…”. We do however, sell to particular types of people. As long as we understand exactly who is our target audience, we don’t then waste time with “anybody who…”, we spend time with the people who want our product/service.
2: What type of marketing has worked for you in the past?
What I would like you to do is; Create a list of the last 3, 6 or 12 months of your marketing activities. Have you created posters, flyers, a sales letter, a banner, are you networking (word of mouth) or have a referral process? This is so you can see how much you have already done. The next step will show you and what has actually worked for you.
2a: Once you have created your list, I would like you to have a look at the last 5, 10 or 20 clients you’ve worked with and find out which marketing elements they have come from.
3: Keep doing what works and stop what doesn’t work IMMEDIATELY! When you have created your list (#2) of marketing activities you’ve completed in the last 12, 6 or 3 months (that have worked) along with where the last 20, 10 or 5 clients have come from (#2a), you will be able to see what’s working. So my question to you is; How can you make the elements that are currently working, work harder for you?
A young entrepreneur I recently trained to use “Social Media for Business” said to me “I don’t know what is working within my marketing?!“. The easiest answer to that statement is to start tracking your marketing.
There are many ways in which we can track or monitor our marketing. Every piece of marketing that we do, we need to measure. Sometimes we forget to ask the main question; “How did you hear about us” but this should be part of your business process and should be asked every time you have a new person/business come to you. Build this into what you do every day and then keep it somewhere where you can review it at least once a month.
Marketing should be done for a three-month campaign at least. If you do it once and you don’t get any response, you’re not going to think it works or want to carry it on. So you need to carry on for at least three months. I’ll say it again at least three months.
In the list we created (#2), if your top or one of the top marketing elements is word of mouth, why not find another marketing element which is the same as word of mouth, something like social media, referral schemes or competitions? Why not let everybody share you with other people, the people that they know.
4: Is quite simply plan.
When I was in college, my Mum used to say to me “Perfect planning prevents poor performance”.
If we have a plan and we know what we’re doing, this means our outcome is going to be even better. Planning for 12/6 or 3-months will enable you to focus and prepare for the next stage. If you haven’t got a plan, what will happen is quite simply NOTHING! You will not know who you’re targeting nor know what marketing you need to be doing or when you’re going to be doing it, to generate the valuable leads for your business.
When you have a plan, you have all of those things in place. So, in answer to the question, “How can you reduce the time you spend on marketing?”, you need to plan, understand which marketing elements you need to implement, know who your target audience is and you need to execute your plan consistently.
If you have found this helpful, please share with one more person who you think will get benefit from reading this or if you would like to share a tip or thoughts about what has been mentioned please feel free to leave a comment!
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