You’ve built this incredible business. You know exactly how you can support your customers and your community. But now what? How do you connect with your audience and share your story effectively so that you can build, grow, or transform your business?

One of the most common things we see is entrepreneurs and business leaders using a sporadic, reactive approach to marketing. They feel like they’re constantly trying the latest trends, throwing money at things to see what happens, and – when they really think about it – don’t even know for sure what they’re all doing for marketing efforts.

Sound familiar? We’ve got you. First, take a deep breath and congratulate yourself on all of the hard work you’ve done. Next, take a step back and build a foundation that you can use to execute marketing efforts strategically and objectively.

Our team shares the general process we use whenever we work alongside a new client. Let’s dive in!

START WITH PURPOSE
One of the very first questions we ask our new clients is this: “You could be doing anything in the world. What fuels you to do what you do day in and day out?”

If, as you reflect on that, you feel a wave of emotions, you’re on the right track, friend. As you build a strong foundation for your business, it absolutely must start with your purpose; the change or impact you’re striving to create through your work.

IDENTIFY YOUR MARKET POSITION
Next, map your position in your market. Positioning simply refers to your target market’s perception of your brand in relation to the other options – hello, competitors – they have.

Ask yourself, “Who else could my customer choose to work with besides me?” This could be direct competition or even other options outside of what you offer. For example, if you are opening a coffee shop in town, your competitors would include other coffee shops as well as other places of business that customers could purchase coffee and even the consumer choice to make coffee at home.

As you’re completing this exercise, you’re trying to gain a clear picture of every obstacle or choice your target market may have that could prevent them from doing business with you.

Once you have a list of all these competing factors, as yourself one simple question: “What makes my business stand head and shoulders above the competition?”

This, my friend, is your secret sauce. We call this your key differentiator and, when you clearly showcase to your ideal audience, it creates an intense loyalty toward your brand.

DEFINE YOUR IDEAL TARGET MARKET
Read that again. Define your ideal target market.

Often, when discussing target markets, it’s easy for us to just start rattling off demographics that basically say, “Our target is everyone.”

Here’s the catch: Casting a wide net and believing that your target market is everyone hinders your business. The goal here is to get as specific and detailed as possible so that you can hone in on communicating more directly and more personally.

So sure, start by making a list of the general demographics that first come to mind. But then ask yourself, “Who do I just love working with? What makes those interactions so special?”

Suddenly, instead of speaking directly to anyone who could possibly do business with you, you’re talking to – for example – Sarah, a young businesswoman who is extremely driven, has expendable income, values quality, and loves to travel. You know what motivates her, what drives her purchasing behavior, and what she absolutely adores about your business.

Once you have your ideal target market in mind, you’ll be able to execute marketing efforts with so much more ease, because you’re simply just talking to your “Sarah” instead of anyone who breathes. And, most importantly, your ideal target market will naturally feel more attraction to your brand as well.

REFINE YOUR GOALS
Before diving into any marketing efforts, it’s so important to understand what it is you’re trying to accomplish. Maybe this sounds silly, but really, think about it. What does success look like for you? If your marketing efforts work, what does that look like in six months, a year, or five years?

Be as specific as possible. Our clients’ goals vary widely, but some of the most common goals are in relation to:

  • Revenue
  • Profitability
  • Leads
  • Brand awareness
  • New or expanded offerings

Take time to create very distinct, detailed goals for your business and revisit these goals often to understand how your marketing efforts are moving the dial and allowing you to move forward with your big vision.

 

WORKBOOK: BUILDING A SOLID FOUNDATION

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