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How to Put Together an Effective Marketing Strategy and Plan for 2023 with Dimple Dang
Episode 6123rd November 2022 • Mesmerizing Marketing™ • Dimple Dang
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Welcome to the Mesmerizing Marketing Podcast, where we take a deep dive

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into the latest marketing trends, tools, and tips, and provide you

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with the top resources you need to thrive and make your marketing mesmer.

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And now here's your host Dimple.

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Dang.

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Welcome back, my MES Rising Marketing Tribe.

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Today we're gonna be talking about how to put together an effective marketing

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strategy and marketing plan for 2023.

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You know that 2023 is around the corner.

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If you wait till January, it's gonna be too late and you're gonna be behind.

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So today I'm gonna talk about how you can put together an effective

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marketing strategy that's going to work and what some of the things are

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that you should avoid when you are putting together a marketing plan

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for your business, for your brand, whether you're an entrepreneur, whether

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you are a small business either way.

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So the first step in putting together an effective marketing strategy.

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Is to really identify who your target market and who your target audience is.

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So you have to have a thorough understanding of your target market.

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And if you don't know who that is, you need to sit down and you

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really need to think about it.

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If someone came up to you and said, oh, who do you work with?

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Or Who do you sell to?

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You know who's your target, market.

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If you don't understand who they are, you're not going to know.

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Which social media platforms are best to actually do your marketing

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on in order to reach them.

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You're not gonna know what channels they use, it also means that if you

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don't identify, you know, your target market, it also means that you could

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be targeting too broad of an audience.

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And your message and the impact of your message is not going to be effective

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if it's just reaching everybody, but it's not reaching the right people.

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The goal of marketing is to make sure that your marketing messages are

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reaching the right people who have the propensity to buy what you're selling

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or who have a need for your product.

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Our service.

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when I talk about who your target market and audience is, this is

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what I need you to understand.

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You have to think about things like, are they male, are they female?

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What age range are they in?

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Where do they live?

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What are their buying habits?

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What do they like to do in their spare time?

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What keeps them up at.

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You need to know as much information about your target audience as

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possible in order to market to them.

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For example, with Facebook ads, there's very targeted marketing, but you have

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to know who your audience is in order to take advantage of marketing to those

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people, you have the ability to pick from.

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Male, female, you have the ability to test ab, factors in terms of like,

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okay, which video performed better?

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Which visual image performed better, which ad performed better, and even

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which target audience performed better.

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And you can divide them up into different groups of buckets to test

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against each other, but you have to know that information first.

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So I would say sit.

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Get a piece of paper out.

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after you listen to this podcast, listen to this section again and write everything

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down that you need to identify about your target market audience, and just

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write down whatever information you know and what information you don't know.

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You can actually research that.

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You can also just ask them.

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You can ask them what they're interested and you can ask them,

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you know, what keeps them up at.

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You know, social media is so great now for putting a poll in your Instagram stories,

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putting a poll on LinkedIn, . So before you launch a new product or service,

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see what your audience really wants.

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See what their pain points are, see what's important to them, and then

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create the product or service to actually accommodate their needs.

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Because then you're going to know that you already have people that are gonna be

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interested in your offer, and that's going to help you convert that offer into sales.

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It's gonna help you convert those potential clients into paid clients,

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and that's really very important when you're running a business.

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Now the other thing that's really important is, you know, when you're

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starting out or you have a startup, you don't want to drain your marketing

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budget very quickly on things that are what I call the glitz and the glam,

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like TV advertisements and, billboards

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so once you've identified your target audience, the next step is to

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determine where they spend their time.

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Where can you find these people?

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Can you find them online?

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Okay.

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Then which social media platform do they like to use?

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Do they spend their time on LinkedIn, Instagram, Facebook, Pinterest, Twitter.

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, and maybe it's a combination of a couple of different platforms,

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but depending on what business you're in, what your industry is,

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LinkedIn might be better suited for you versus for another industry,

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let's say it's, you know, retail, it might be Instagram or Pinterest.

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So you really have to understand the different social media platforms.

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You under have to understand how they.

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What purpose they serve.

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And if you're not familiar with utilizing social media, definitely

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start learning about it.

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I Over 60 episodes on my podcast, all about marketing.

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You can download episodes all about Instagram, about LinkedIn,

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and you can learn from just even listening to my episodes.

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And obviously if you need more help, you can go to the show notes and

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you can request a free consultation.

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And I'm happy to help you with your entire marketing strategy.

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But when you identify the platform, that's gonna be key.

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If you identify one or two platforms that you need to create content.

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Then you can put together a content marketing strategy in terms of what

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type of content do you plan on creating?

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How often are you going to create this content?

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How often are you gonna post this content?

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So then you can create what I like to call a content calendar and I would

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say do it first initially, for each quarter, do it for like a 90 day period.

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A 90 day period is going to give you a clear idea of what

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content to create, where to go.

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You're not gonna be struggling every week to determine what

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content you should be posting, and that's really, really important.

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So one of the ways that I like to come up with ideas for.

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One type of content to create is a use, a tool called Answer the Public.

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It's a website.

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You just go to Google, you type and answer the public, and you put in a key

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word that's relevant to your industry.

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For example, if you are an estate planning lawyer, you can put in the

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word estate planning or succession planning, and you can see, you can

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hit enter, and you're gonna see all of these questions that come up.

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It's gonna take a few seconds to pull up the questions, and it's going to tell

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you these are the most commonly asked questions that the public is asking about

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on Google pertaining to the keyword.

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That you typed in, for example, the state planning.

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Then the next step is you can take that information and you can determine which

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questions are appealing to you that you would like to create content on.

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Now, one idea.

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Yeah, we're creating content will be to create short form videos in the

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form of TikTok and Instagram reels.

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And you can take each question and you can turn it into a one minute,

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what's called a video reel, and you can talk about answering that question.

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So what I like to do with this document is, so once you have put in the key

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word, let's say estate planning, you head enter, it's gonna give you a list

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of questions that are most commonly.

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By other people on Google pertaining to the word estate planning.

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Then what you're gonna do is you're going to also export

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that into an Excel document.

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So it's gonna give you all the information.

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Then the circular photo that you see with all the questions you're gonna download,

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that you're gonna take a photo of it with your phone, because I like to compare.

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The circular wheel image that has all the questions with the questions in

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the document, because the ones that are in the darker green color, the

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questions, those are more popular.

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So you may not like to use all the questions.

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You may wanna pick some and you may want to add some of your own.

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So what I like to do is I like to compare the Excel document that is

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all the questions with the photo document image that tells you

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which questions are more popular.

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And I like to delete whatever I'm not going to use.

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And then what you're gonna do is you're gonna put these columns, you're gonna

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put a column for topics, and that's gonna be the topic or the question.

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Then you're gonna put a column for platforms.

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Platforms is going to be which platforms you're gonna create this content for,

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and then you're going to put also another section, a column that's going to.

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You know, status and status means you're gonna say, has the content been produced?

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It's in production, or it's ready to edit or ready to post.

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Okay?

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Then you're gonna put another section after that for notes.

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So notes will be any detailed notes that you need to put that will help

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you understand better where the process is for that piece of content.

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And if you do the search on answer the public.

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Once or twice a day, cuz they will give you, I think around two searches for free.

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You're gonna have enough content ideas for the entire quarter,

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for the entire next 90 days.

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And that is going to just be your guide to what type of content you need to create.

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And it's also gonna help you be more committed.

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Because if you're sitting there every day figuring out what content to.

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It's gonna be really, really unorganized and it's not gonna be consistent.

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And when it comes to marketing, consistency is key.

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I know for a lot of business owners, it's difficult to make time for their marketing

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and it gets put on the back burner.

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However, remember that impact of you putting the marketing on the back

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burner is gonna impact you a few months later where business is gonna be.

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And then you're gonna be scrambling on why business is slow and how to get business.

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And then you wanna focus on marketing.

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But marketing is not an overnight thing.

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You don't just flip the switch on and the next day you get leads.

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It might be possible in certain types of, you know, marketing, like

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pay per click, but even that takes a lot of tweaking investment testing.

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So you have to be consistent with your marketing and.

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If in 2022 you know that you have slacked off in your marketing, you've

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not made time for it, you put it on the back burner, it's time to prioritize

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your marketing cuz your marketing is the one thing that's going to help

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you grow your business and it's gonna help you grow your revenue and it's

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going to help you build a sustainable business that down the road you can.

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Imagine if you create a couple of different websites and you are creating

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blog content for these sites and you know, you're optimizing it for search

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engine optimization for seo, and it ranks on page one of Google, and a lot of the

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articles rank on page one of Google.

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Well, guess what?

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When you retire that website and all of the assets that go with.

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Is something that you can sell because there's someone out there that would

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love to pay for a pre-made website that they can tweak according to their brand,

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but it already has the SEO built in.

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It already has the rankings that are ranking.

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People will pay a lot of money for that.

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So even if you're investing in paying someone to help you with

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that part of it, you're gonna get all of that money back one day.

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If you decide to sell the business, if you decide to sell the asset

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of the website, because you have taken your time and investment to

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build it up, and that's always a powerful thing, so keep that in mind.

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So, so far we've discussed that the first step is to identify your target

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market, and then the second step is to determine what platforms that your

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target market spends your time on.

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And then next, you want to create a content marketing

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strategy and a content calendar.

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What type of content you're gonna create for your.

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Okay.

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So next, it's time for you to evaluate where you're going to invest your

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marketing efforts and your budget into.

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And while there are things such as billboards and radio and tv, those

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are good to build your brand if you have extra marketing budget.

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To allocate to that.

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If your primary budget is going to go to, let's say, billboards only,

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that's never a good idea for a couple of reasons, cuz one, you're

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not diversifying and if that doesn't work, then you don't have a plan B.

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Also, some of these methods can be very, very big budget, and if you don't have

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a big budget, Then you really want to focus on optimizing low cost channels

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And one of the best things that you can utilize in terms of.

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A low cost channel is social media, cuz social media is great for raising

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awareness and increasing engagement.

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It is going to help seal the deal.

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It's gonna help you close the client and it is that one thing that makes

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a difference between them doing business with you and your competitor.

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And if you learn how to leverage social, in terms of what's hot right

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now, what is really working for others?

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Well, I would definitely say consider TikTok.

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It's no longer just for kids to trust me.

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there are people on there that are business owners, that

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are doctors, that are lawyers.

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They're all ages of people, even in their sixties and seventies, and people

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are creating content and they are actually monetizing and they're making.

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. But again, that itself takes its own marketing strategy.

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It takes commitment, it takes, creating the content.

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But you have to pick, either you have to spend some time into doing

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those things yourself, or you have to pay for paid ads and advertising.

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An seo.

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But you have to do something.

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So you have to just pick what's best.

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But you also have to make sure that you're not just doing only one thing,

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that you're diversifying, that you're doing, email marketing, you're doing

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content creation, like blogs for the website that are SEO optimized.

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You wanna be doing social media, of course.

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You wanna be doing all of these things and have this diversity

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because it's also allowing you to reach a broader audience, because

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not everyone is on Instagram, right?

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Or maybe everyone who's on Facebook might be on Facebook, but some of those people

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may not be on Instagram and vice versa.

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So by using cross promotions and cross channels as well, it's

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gonna help you reach a broader,

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Okay, this is another thing I wanna talk about.

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So when it comes to marketing, what a lot of people do is they always look

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at their competitors and they always look at their websites and they look

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at what they're doing and they just talk about them and they want to

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copy and imitate their competitors.

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and I think that that's not really the best way to go about it because

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what you want is you wanna have a brand that's really unique, that's

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uniquely yours, that makes your brand, you know, different from everyone else.

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Because when you think about it, if you are a divorce lawyer and

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there's like thousands of other divorce lawyers in your state, right?

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How are you going to set yourself apart from everyone else?

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If you're just doing what everyone else is doing, you're not right.

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You're not.

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So you really have to make sure that you take the time to come up with

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what your value proposition is and what makes your brand different.

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If I were to come to you and ask you what makes you unique, how are

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you different from your competi?

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I would want you to be a, answer those questions, and if you're not able

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to answer those questions, then it's something that you definitely should be

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getting out a piece of paper, writing that down and putting it together,

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because when you write things down and you can see them and you can read them

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later, it's gonna give you more clarity.

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And it's also going to help you brainstorm more ideas in terms of how you can

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best market your business, right?

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But definitely having a brand that is unique, that is identifiable,

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that has consistency, is gonna help you stand out in a marketplace.

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And also having a brand you know that you're building based on

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tying it to something that is a.

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Is always, always a great thing because people love to support brands

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that tie to a cause or that have a bigger why or that are trying to

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make a difference in the world and the reason why people identify.

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With those type of brands is that they want to be part of something big.

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They want to contribute to making the world a better

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place and making a difference.

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So give that some consideration as well.

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So once you've done all of these things, then the next step really is you also

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have to obviously determine what your marketing budget is going to be and

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where you want to allocate that budget.

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And then you also want to determine what can you.

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That maybe doesn't require a budget, but it requires a little bit of your time.

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And that might be, creating video content, going live on social media

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platforms like Instagram and Facebook.

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and it's also like going back to the basics, I think like old

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school, thinking about all of your clients or all of your customers that

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you've worked with throughout the.

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reach out to them.

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You know, now the time is perfect because you have a reason to reach out.

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We're going into a new year.

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You have a reason to send them a card.

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that's gonna be a reminder of who you are, wishing them a happy,

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healthy, and prosperous new year, or a beautiful holiday season.

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Right.

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And I think it also makes sense because for over two years we've been in a.

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we have not gone to events as much.

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We have not, you know, seen people in real life as much, and things are,

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yeah, somewhat back to normal, but quite frankly, they're never gonna be the same.

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So the other thing is you wanna think about if there's people that would

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be good referral partners for you.

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You want to identify who those people are and you wanna get in

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touch with them, and you wanna see if they'd like to meet for a holiday.

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see how you can support them and how they can support you.

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Now, the key to you know, this arrangement is that you really also have to be

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willing to see what they need help with.

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Because you don't just wanna go to someone and say, oh, can you send me referrals?

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Can you this?

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That's never a good thing.

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You generally want to be able to have this partnership where you also are going

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to see what they need help with, and you're willing to send referrals to them.

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You're willing to give them guidance, whatever it happens to be.

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But you know, referrals are still the number one source for getting.

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I just want to clarify, that should not be your only primary source of

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getting leads and business coming in, So you need to have a marketing plan.

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You need to have a marketing strategy.

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You need to have a marketing budget, you need to do all that, right?

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But you also need to go back to the old school tactics.

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You know, meeting people face to face and, and shaking hands sometimes

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and you know, or having even a Zoom meeting and connecting with someone

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and getting to know them and really getting to know who they know.

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Even getting back to going on LinkedIn and connecting with more people, you

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know, more people in the industry that you want to be known in, or you want people

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to know who you are, or maybe they have connections that they can connect you.

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and it takes a little bit of time and effort, but guess what?

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That doesn't cost you any money if you're doing it yourself.

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Not at all.

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I hope you guys enjoyed this episode on how to create an effective

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marketing strategy for 2023.

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And if you need help putting together a marketing strategy and plan for next

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year go to the show notes, fill out the form for free consultation, and I would

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be happy to jump on a quick call with you and see how I can help you Also.

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Make sure that you are writing everything down your marketing plan.

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Write it down.

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Even if you don't know how to write the entire plan,

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write down as much as you can.

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Cuz when you have it on paper and you read it, things are gonna

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come to you that you forgot about.

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Ideas are gonna come to you.

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And also put deadlines on it.

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Deadlines are so important.

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Put a deadline on yourself that, Hey, I want to make sure that my

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marketing strategy is dialed in.

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January 2nd, whatever the date is, and then this way you know what

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you need to do between December and January 2nd to make that happen.

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All right, you guys, I wanna wish everyone, all my listeners, all my

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audience, all my friends, a very, very happy and safe Thanksgiving, I wanna

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thank all of you who have supported my podcast, Meser Marketing from the very

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beginning, and those of you who are just tuning in now, to thank you so much.

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And if you have not subscribed yet, make sure you subscribe.

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And if you're enjoying all my podcast episodes, make sure you take a

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moment to leave me a detailed review.

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Apple Podcast.

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All right.

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Happy Thanksgiving and have a great holiday season.

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Thank you for listening to the Mesmerizing Marketing Podcast.

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If you found this episode valuable, please subscribe to the show so

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you don't ever miss an episode and also share it with your friends.

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Dimple would be so grateful if you could take a minute to leave

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a review and visit the podcast website to check out all the latest.

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At www.mesmerizingmarketingpodcast.com.

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That's www.mesmerizingmarketingpodcast.com.

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And follow Dimple on Clubhouse.

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Her handle is Marketing Expert and also join her mesmerizing marketing club.

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Also on Clubhouse for live rooms, on top marketing strategies for

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entrepreneurs and business owners who want to mesmerize their marketing.