Transcripts
Welcome to the Mesmerizing Marketing Podcast, where we take a deep dive
Speaker:into the latest marketing trends, tools, and tips, and provide you
Speaker:with the top resources you need to thrive and make your marketing mesmer.
Speaker:And now here's your host Dimple.
Speaker:Dang.
Speaker:Welcome back, my MES Rising Marketing Tribe.
Speaker:Today we're gonna be talking about how to put together an effective marketing
Speaker:strategy and marketing plan for 2023.
Speaker:You know that 2023 is around the corner.
Speaker:If you wait till January, it's gonna be too late and you're gonna be behind.
Speaker:So today I'm gonna talk about how you can put together an effective
Speaker:marketing strategy that's going to work and what some of the things are
Speaker:that you should avoid when you are putting together a marketing plan
Speaker:for your business, for your brand, whether you're an entrepreneur, whether
Speaker:you are a small business either way.
Speaker:So the first step in putting together an effective marketing strategy.
Speaker:Is to really identify who your target market and who your target audience is.
Speaker:So you have to have a thorough understanding of your target market.
Speaker:And if you don't know who that is, you need to sit down and you
Speaker:really need to think about it.
Speaker:If someone came up to you and said, oh, who do you work with?
Speaker:Or Who do you sell to?
Speaker:You know who's your target, market.
Speaker:If you don't understand who they are, you're not going to know.
Speaker:Which social media platforms are best to actually do your marketing
Speaker:on in order to reach them.
Speaker:You're not gonna know what channels they use, it also means that if you
Speaker:don't identify, you know, your target market, it also means that you could
Speaker:be targeting too broad of an audience.
Speaker:And your message and the impact of your message is not going to be effective
Speaker:if it's just reaching everybody, but it's not reaching the right people.
Speaker:The goal of marketing is to make sure that your marketing messages are
Speaker:reaching the right people who have the propensity to buy what you're selling
Speaker:or who have a need for your product.
Speaker:Our service.
Speaker:when I talk about who your target market and audience is, this is
Speaker:what I need you to understand.
Speaker:You have to think about things like, are they male, are they female?
Speaker:What age range are they in?
Speaker:Where do they live?
Speaker:What are their buying habits?
Speaker:What do they like to do in their spare time?
Speaker:What keeps them up at.
Speaker:You need to know as much information about your target audience as
Speaker:possible in order to market to them.
Speaker:For example, with Facebook ads, there's very targeted marketing, but you have
Speaker:to know who your audience is in order to take advantage of marketing to those
Speaker:people, you have the ability to pick from.
Speaker:Male, female, you have the ability to test ab, factors in terms of like,
Speaker:okay, which video performed better?
Speaker:Which visual image performed better, which ad performed better, and even
Speaker:which target audience performed better.
Speaker:And you can divide them up into different groups of buckets to test
Speaker:against each other, but you have to know that information first.
Speaker:So I would say sit.
Speaker:Get a piece of paper out.
Speaker:after you listen to this podcast, listen to this section again and write everything
Speaker:down that you need to identify about your target market audience, and just
Speaker:write down whatever information you know and what information you don't know.
Speaker:You can actually research that.
Speaker:You can also just ask them.
Speaker:You can ask them what they're interested and you can ask them,
Speaker:you know, what keeps them up at.
Speaker:You know, social media is so great now for putting a poll in your Instagram stories,
Speaker:putting a poll on LinkedIn, . So before you launch a new product or service,
Speaker:see what your audience really wants.
Speaker:See what their pain points are, see what's important to them, and then
Speaker:create the product or service to actually accommodate their needs.
Speaker:Because then you're going to know that you already have people that are gonna be
Speaker:interested in your offer, and that's going to help you convert that offer into sales.
Speaker:It's gonna help you convert those potential clients into paid clients,
Speaker:and that's really very important when you're running a business.
Speaker:Now the other thing that's really important is, you know, when you're
Speaker:starting out or you have a startup, you don't want to drain your marketing
Speaker:budget very quickly on things that are what I call the glitz and the glam,
Speaker:like TV advertisements and, billboards
Speaker:so once you've identified your target audience, the next step is to
Speaker:determine where they spend their time.
Speaker:Where can you find these people?
Speaker:Can you find them online?
Speaker:Okay.
Speaker:Then which social media platform do they like to use?
Speaker:Do they spend their time on LinkedIn, Instagram, Facebook, Pinterest, Twitter.
Speaker:, and maybe it's a combination of a couple of different platforms,
Speaker:but depending on what business you're in, what your industry is,
Speaker:LinkedIn might be better suited for you versus for another industry,
Speaker:let's say it's, you know, retail, it might be Instagram or Pinterest.
Speaker:So you really have to understand the different social media platforms.
Speaker:You under have to understand how they.
Speaker:What purpose they serve.
Speaker:And if you're not familiar with utilizing social media, definitely
Speaker:start learning about it.
Speaker:I Over 60 episodes on my podcast, all about marketing.
Speaker:You can download episodes all about Instagram, about LinkedIn,
Speaker:and you can learn from just even listening to my episodes.
Speaker:And obviously if you need more help, you can go to the show notes and
Speaker:you can request a free consultation.
Speaker:And I'm happy to help you with your entire marketing strategy.
Speaker:But when you identify the platform, that's gonna be key.
Speaker:If you identify one or two platforms that you need to create content.
Speaker:Then you can put together a content marketing strategy in terms of what
Speaker:type of content do you plan on creating?
Speaker:How often are you going to create this content?
Speaker:How often are you gonna post this content?
Speaker:So then you can create what I like to call a content calendar and I would
Speaker:say do it first initially, for each quarter, do it for like a 90 day period.
Speaker:A 90 day period is going to give you a clear idea of what
Speaker:content to create, where to go.
Speaker:You're not gonna be struggling every week to determine what
Speaker:content you should be posting, and that's really, really important.
Speaker:So one of the ways that I like to come up with ideas for.
Speaker:One type of content to create is a use, a tool called Answer the Public.
Speaker:It's a website.
Speaker:You just go to Google, you type and answer the public, and you put in a key
Speaker:word that's relevant to your industry.
Speaker:For example, if you are an estate planning lawyer, you can put in the
Speaker:word estate planning or succession planning, and you can see, you can
Speaker:hit enter, and you're gonna see all of these questions that come up.
Speaker:It's gonna take a few seconds to pull up the questions, and it's going to tell
Speaker:you these are the most commonly asked questions that the public is asking about
Speaker:on Google pertaining to the keyword.
Speaker:That you typed in, for example, the state planning.
Speaker:Then the next step is you can take that information and you can determine which
Speaker:questions are appealing to you that you would like to create content on.
Speaker:Now, one idea.
Speaker:Yeah, we're creating content will be to create short form videos in the
Speaker:form of TikTok and Instagram reels.
Speaker:And you can take each question and you can turn it into a one minute,
Speaker:what's called a video reel, and you can talk about answering that question.
Speaker:So what I like to do with this document is, so once you have put in the key
Speaker:word, let's say estate planning, you head enter, it's gonna give you a list
Speaker:of questions that are most commonly.
Speaker:By other people on Google pertaining to the word estate planning.
Speaker:Then what you're gonna do is you're going to also export
Speaker:that into an Excel document.
Speaker:So it's gonna give you all the information.
Speaker:Then the circular photo that you see with all the questions you're gonna download,
Speaker:that you're gonna take a photo of it with your phone, because I like to compare.
Speaker:The circular wheel image that has all the questions with the questions in
Speaker:the document, because the ones that are in the darker green color, the
Speaker:questions, those are more popular.
Speaker:So you may not like to use all the questions.
Speaker:You may wanna pick some and you may want to add some of your own.
Speaker:So what I like to do is I like to compare the Excel document that is
Speaker:all the questions with the photo document image that tells you
Speaker:which questions are more popular.
Speaker:And I like to delete whatever I'm not going to use.
Speaker:And then what you're gonna do is you're gonna put these columns, you're gonna
Speaker:put a column for topics, and that's gonna be the topic or the question.
Speaker:Then you're gonna put a column for platforms.
Speaker:Platforms is going to be which platforms you're gonna create this content for,
Speaker:and then you're going to put also another section, a column that's going to.
Speaker:You know, status and status means you're gonna say, has the content been produced?
Speaker:It's in production, or it's ready to edit or ready to post.
Speaker:Okay?
Speaker:Then you're gonna put another section after that for notes.
Speaker:So notes will be any detailed notes that you need to put that will help
Speaker:you understand better where the process is for that piece of content.
Speaker:And if you do the search on answer the public.
Speaker:Once or twice a day, cuz they will give you, I think around two searches for free.
Speaker:You're gonna have enough content ideas for the entire quarter,
Speaker:for the entire next 90 days.
Speaker:And that is going to just be your guide to what type of content you need to create.
Speaker:And it's also gonna help you be more committed.
Speaker:Because if you're sitting there every day figuring out what content to.
Speaker:It's gonna be really, really unorganized and it's not gonna be consistent.
Speaker:And when it comes to marketing, consistency is key.
Speaker:I know for a lot of business owners, it's difficult to make time for their marketing
Speaker:and it gets put on the back burner.
Speaker:However, remember that impact of you putting the marketing on the back
Speaker:burner is gonna impact you a few months later where business is gonna be.
Speaker:And then you're gonna be scrambling on why business is slow and how to get business.
Speaker:And then you wanna focus on marketing.
Speaker:But marketing is not an overnight thing.
Speaker:You don't just flip the switch on and the next day you get leads.
Speaker:It might be possible in certain types of, you know, marketing, like
Speaker:pay per click, but even that takes a lot of tweaking investment testing.
Speaker:So you have to be consistent with your marketing and.
Speaker:If in 2022 you know that you have slacked off in your marketing, you've
Speaker:not made time for it, you put it on the back burner, it's time to prioritize
Speaker:your marketing cuz your marketing is the one thing that's going to help
Speaker:you grow your business and it's gonna help you grow your revenue and it's
Speaker:going to help you build a sustainable business that down the road you can.
Speaker:Imagine if you create a couple of different websites and you are creating
Speaker:blog content for these sites and you know, you're optimizing it for search
Speaker:engine optimization for seo, and it ranks on page one of Google, and a lot of the
Speaker:articles rank on page one of Google.
Speaker:Well, guess what?
Speaker:When you retire that website and all of the assets that go with.
Speaker:Is something that you can sell because there's someone out there that would
Speaker:love to pay for a pre-made website that they can tweak according to their brand,
Speaker:but it already has the SEO built in.
Speaker:It already has the rankings that are ranking.
Speaker:People will pay a lot of money for that.
Speaker:So even if you're investing in paying someone to help you with
Speaker:that part of it, you're gonna get all of that money back one day.
Speaker:If you decide to sell the business, if you decide to sell the asset
Speaker:of the website, because you have taken your time and investment to
Speaker:build it up, and that's always a powerful thing, so keep that in mind.
Speaker:So, so far we've discussed that the first step is to identify your target
Speaker:market, and then the second step is to determine what platforms that your
Speaker:target market spends your time on.
Speaker:And then next, you want to create a content marketing
Speaker:strategy and a content calendar.
Speaker:What type of content you're gonna create for your.
Speaker:Okay.
Speaker:So next, it's time for you to evaluate where you're going to invest your
Speaker:marketing efforts and your budget into.
Speaker:And while there are things such as billboards and radio and tv, those
Speaker:are good to build your brand if you have extra marketing budget.
Speaker:To allocate to that.
Speaker:If your primary budget is going to go to, let's say, billboards only,
Speaker:that's never a good idea for a couple of reasons, cuz one, you're
Speaker:not diversifying and if that doesn't work, then you don't have a plan B.
Speaker:Also, some of these methods can be very, very big budget, and if you don't have
Speaker:a big budget, Then you really want to focus on optimizing low cost channels
Speaker:And one of the best things that you can utilize in terms of.
Speaker:A low cost channel is social media, cuz social media is great for raising
Speaker:awareness and increasing engagement.
Speaker:It is going to help seal the deal.
Speaker:It's gonna help you close the client and it is that one thing that makes
Speaker:a difference between them doing business with you and your competitor.
Speaker:And if you learn how to leverage social, in terms of what's hot right
Speaker:now, what is really working for others?
Speaker:Well, I would definitely say consider TikTok.
Speaker:It's no longer just for kids to trust me.
Speaker:there are people on there that are business owners, that
Speaker:are doctors, that are lawyers.
Speaker:They're all ages of people, even in their sixties and seventies, and people
Speaker:are creating content and they are actually monetizing and they're making.
Speaker:. But again, that itself takes its own marketing strategy.
Speaker:It takes commitment, it takes, creating the content.
Speaker:But you have to pick, either you have to spend some time into doing
Speaker:those things yourself, or you have to pay for paid ads and advertising.
Speaker:An seo.
Speaker:But you have to do something.
Speaker:So you have to just pick what's best.
Speaker:But you also have to make sure that you're not just doing only one thing,
Speaker:that you're diversifying, that you're doing, email marketing, you're doing
Speaker:content creation, like blogs for the website that are SEO optimized.
Speaker:You wanna be doing social media, of course.
Speaker:You wanna be doing all of these things and have this diversity
Speaker:because it's also allowing you to reach a broader audience, because
Speaker:not everyone is on Instagram, right?
Speaker:Or maybe everyone who's on Facebook might be on Facebook, but some of those people
Speaker:may not be on Instagram and vice versa.
Speaker:So by using cross promotions and cross channels as well, it's
Speaker:gonna help you reach a broader,
Speaker:Okay, this is another thing I wanna talk about.
Speaker:So when it comes to marketing, what a lot of people do is they always look
Speaker:at their competitors and they always look at their websites and they look
Speaker:at what they're doing and they just talk about them and they want to
Speaker:copy and imitate their competitors.
Speaker:and I think that that's not really the best way to go about it because
Speaker:what you want is you wanna have a brand that's really unique, that's
Speaker:uniquely yours, that makes your brand, you know, different from everyone else.
Speaker:Because when you think about it, if you are a divorce lawyer and
Speaker:there's like thousands of other divorce lawyers in your state, right?
Speaker:How are you going to set yourself apart from everyone else?
Speaker:If you're just doing what everyone else is doing, you're not right.
Speaker:You're not.
Speaker:So you really have to make sure that you take the time to come up with
Speaker:what your value proposition is and what makes your brand different.
Speaker:If I were to come to you and ask you what makes you unique, how are
Speaker:you different from your competi?
Speaker:I would want you to be a, answer those questions, and if you're not able
Speaker:to answer those questions, then it's something that you definitely should be
Speaker:getting out a piece of paper, writing that down and putting it together,
Speaker:because when you write things down and you can see them and you can read them
Speaker:later, it's gonna give you more clarity.
Speaker:And it's also going to help you brainstorm more ideas in terms of how you can
Speaker:best market your business, right?
Speaker:But definitely having a brand that is unique, that is identifiable,
Speaker:that has consistency, is gonna help you stand out in a marketplace.
Speaker:And also having a brand you know that you're building based on
Speaker:tying it to something that is a.
Speaker:Is always, always a great thing because people love to support brands
Speaker:that tie to a cause or that have a bigger why or that are trying to
Speaker:make a difference in the world and the reason why people identify.
Speaker:With those type of brands is that they want to be part of something big.
Speaker:They want to contribute to making the world a better
Speaker:place and making a difference.
Speaker:So give that some consideration as well.
Speaker:So once you've done all of these things, then the next step really is you also
Speaker:have to obviously determine what your marketing budget is going to be and
Speaker:where you want to allocate that budget.
Speaker:And then you also want to determine what can you.
Speaker:That maybe doesn't require a budget, but it requires a little bit of your time.
Speaker:And that might be, creating video content, going live on social media
Speaker:platforms like Instagram and Facebook.
Speaker:and it's also like going back to the basics, I think like old
Speaker:school, thinking about all of your clients or all of your customers that
Speaker:you've worked with throughout the.
Speaker:reach out to them.
Speaker:You know, now the time is perfect because you have a reason to reach out.
Speaker:We're going into a new year.
Speaker:You have a reason to send them a card.
Speaker:that's gonna be a reminder of who you are, wishing them a happy,
Speaker:healthy, and prosperous new year, or a beautiful holiday season.
Speaker:Right.
Speaker:And I think it also makes sense because for over two years we've been in a.
Speaker:we have not gone to events as much.
Speaker:We have not, you know, seen people in real life as much, and things are,
Speaker:yeah, somewhat back to normal, but quite frankly, they're never gonna be the same.
Speaker:So the other thing is you wanna think about if there's people that would
Speaker:be good referral partners for you.
Speaker:You want to identify who those people are and you wanna get in
Speaker:touch with them, and you wanna see if they'd like to meet for a holiday.
Speaker:see how you can support them and how they can support you.
Speaker:Now, the key to you know, this arrangement is that you really also have to be
Speaker:willing to see what they need help with.
Speaker:Because you don't just wanna go to someone and say, oh, can you send me referrals?
Speaker:Can you this?
Speaker:That's never a good thing.
Speaker:You generally want to be able to have this partnership where you also are going
Speaker:to see what they need help with, and you're willing to send referrals to them.
Speaker:You're willing to give them guidance, whatever it happens to be.
Speaker:But you know, referrals are still the number one source for getting.
Speaker:I just want to clarify, that should not be your only primary source of
Speaker:getting leads and business coming in, So you need to have a marketing plan.
Speaker:You need to have a marketing strategy.
Speaker:You need to have a marketing budget, you need to do all that, right?
Speaker:But you also need to go back to the old school tactics.
Speaker:You know, meeting people face to face and, and shaking hands sometimes
Speaker:and you know, or having even a Zoom meeting and connecting with someone
Speaker:and getting to know them and really getting to know who they know.
Speaker:Even getting back to going on LinkedIn and connecting with more people, you
Speaker:know, more people in the industry that you want to be known in, or you want people
Speaker:to know who you are, or maybe they have connections that they can connect you.
Speaker:and it takes a little bit of time and effort, but guess what?
Speaker:That doesn't cost you any money if you're doing it yourself.
Speaker:Not at all.
Speaker:I hope you guys enjoyed this episode on how to create an effective
Speaker:marketing strategy for 2023.
Speaker:And if you need help putting together a marketing strategy and plan for next
Speaker:year go to the show notes, fill out the form for free consultation, and I would
Speaker:be happy to jump on a quick call with you and see how I can help you Also.
Speaker:Make sure that you are writing everything down your marketing plan.
Speaker:Write it down.
Speaker:Even if you don't know how to write the entire plan,
Speaker:write down as much as you can.
Speaker:Cuz when you have it on paper and you read it, things are gonna
Speaker:come to you that you forgot about.
Speaker:Ideas are gonna come to you.
Speaker:And also put deadlines on it.
Speaker:Deadlines are so important.
Speaker:Put a deadline on yourself that, Hey, I want to make sure that my
Speaker:marketing strategy is dialed in.
Speaker:January 2nd, whatever the date is, and then this way you know what
Speaker:you need to do between December and January 2nd to make that happen.
Speaker:All right, you guys, I wanna wish everyone, all my listeners, all my
Speaker:audience, all my friends, a very, very happy and safe Thanksgiving, I wanna
Speaker:thank all of you who have supported my podcast, Meser Marketing from the very
Speaker:beginning, and those of you who are just tuning in now, to thank you so much.
Speaker:And if you have not subscribed yet, make sure you subscribe.
Speaker:And if you're enjoying all my podcast episodes, make sure you take a
Speaker:moment to leave me a detailed review.
Speaker:Apple Podcast.
Speaker:All right.
Speaker:Happy Thanksgiving and have a great holiday season.
Speaker:Thank you for listening to the Mesmerizing Marketing Podcast.
Speaker:If you found this episode valuable, please subscribe to the show so
Speaker:you don't ever miss an episode and also share it with your friends.
Speaker:Dimple would be so grateful if you could take a minute to leave
Speaker:a review and visit the podcast website to check out all the latest.
Speaker:At www.mesmerizingmarketingpodcast.com.
Speaker:That's www.mesmerizingmarketingpodcast.com.
Speaker:And follow Dimple on Clubhouse.
Speaker:Her handle is Marketing Expert and also join her mesmerizing marketing club.
Speaker:Also on Clubhouse for live rooms, on top marketing strategies for
Speaker:entrepreneurs and business owners who want to mesmerize their marketing.
