A client asked for help recently as she was concerned about her lack of success online. Opt-ins to her list had virtually dried up and she wasn’t getting much uptake for her courses. She felt totally overwhelmed with all the sharing, tweeting and blogging and despite putting more and more effort into promoting her business, she wasn’t getting the results she wanted or hitting the targets she’d set herself.
Like many successful entrepreneurs she had all the pieces of the online marketing puzzle in place but as her business had grown she’d got busy and was fire-fighting to meet deadlines, instead of having a clear plan. With a number of important events and a product launch coming up she needed help, fast!
You might be able to relate to how she felt. I certainly can because I’ve been there too. Sometimes you just need a fresh pair of eyes to look at what you’re doing because you’re too close to it. By stepping back and looking at your business objectively (or find a business buddy or mentor if this is mission impossible) it’s much easier to develop a cohesive strategy for your online marketing. Otherwise it’s like firing arrows in the dark, hoping to hit the target. And very difficult to achieve the results you deserve.
If you’re ready to give your business a modern makeover, here is a simple version of the process I used to get my client back on track again.
What online “real estate” do you have?
This might sound terribly American but think of your online presence as the sum total of all the parts. If you don’t have consistency online it can confuse your audience and make you appear unprofessional. Don’t forget that it’s now common for people to google you after they’ve met you, and particularly if they’re considering working with you. So make sure you control what they find!
Step 1: Make a list of all your online “real estate” including:
- Your website(s)
- Social media profiles and groups
- Your squeeze pages and autoresponder series
- Your sales pages
- Your products, events and training
Making The Right Impression
Step 2: Take an objective look at your image, your copy and your message across all the media in Step #1.
- How do you come across? (overall impression)
- Does your branding and message reflect your mission and purpose?
- Are you speaking to your core market? (what are you saying?)
- Are you clearly articulating the value you offer and how you help people?
- Is your message consistent?
- What action(s) are you asking people to take?
- Do you have one clear objective with your online marketing? (build your list, fill seats for an event, sell products, build trust, engage on social media)
Apparently, we only have 3 seconds to communicate our value. Make sure you’re making the right impression to capture those visitors in those few short moments.
What do you want your visitors to do?
On looking at my client’s website, she had no less than 5 calls to action on her home page. It wasn’t clear whether I should join her mailing list, sign up for a workshop, buy a book, engage with her on Facebook or request coaching. Unfortunately too many options means indecision, and indecision equals no response, as visitors will browse around and leave without taking any action.
So, make it clear what you want your visitors to do and make it easy for them to take action.
So how do you decide what to focus on?
What are your priorities?
Think about your marketing priorities for the next 6-8 months. Rather than constantly promoting everything (which is exhausting), focus on one key promotion per week, or month.
How To Get Organised: Create A Content Calendar
Print out a calendar (I use calendarlabs.com) and decide week by week what your promotional focus will be for that month and the next four to eight weeks after that. Get ahead of yourself and you’ll feel much more in control.
Step 3: Thinking 4-8 weeks ahead….
Write a list of the key projects to promote or the messages you want to share. Your list might include:
- Book or product launches
- Speaking engagements
- Workshops and webinars
- Joint venture promotions
- Special promotions, such as “Top Tips” series to launch a new email course
- Free gifts or giveaways
- Articles, blog posts or guest posts you’ve written
- Awards you’ve won
And don’t forget special occasions such as Valentine’s Day, International Women’s Day and other dates relevant to your market.
Step 4: Make a list of all the ways you communicate with your audience:
- Blog posts
- Facebook posts
- Twitter tweets
- LinkedIn updates
- Third party blogs and forums
- Social media groups
Step 5: Schedule your messages accordingly
This isn’t designed to kill spontaneity but you’ll know in advance what your main priorities are and you can schedule your communications in advance. This really puts you in the driving seat and ensures you get the results and success you deserve.
In next month’s article I’ll cover a range of tools you can use to automate and streamline this process and also measure and track your results so you’re focussing on the activities that work.
How do you stay on top of your online marketing? Please share your thoughts and tips in the comments section below.