As a solopreneur it’s hard to get it all done, what you need is an easy marketing system. Marketing is the thing we all dread. A good system will help you stay consistent with your message. When you are consistent it seems like you are professional – even on the days when you are actually quite overwhelmed by all that has to happen.
One of the hats you must wear as an entrepreneur is that of the marketing dude. It is one of the most time intensive components of running a business. So, having a simple way of looking at it can keep you on track and bringing people in the door.
I don’t want to go into the how to market here – marketing is a large and technical field and there are people that are much better at it than me. Start looking for them if you need help with any specific aspect of marketing.
What I want to give you here is an easy marketing system that keeps all the moving parts of a great plan and it’s execution running smoothly. It will also help you think a little differently about your marketing. No more moaning and groaning about it. It’s just something you have to do if you want to make money at whatever it is that you do.
Having a view of the 5 components of an easy marketing system not only gives you the big picture, it can also give you a way of thinking about your space. You will need to define a spot for each component to live in your office – whether it is physical or digital.
1. Who are you and to whom are you marketing?
Brand – Represents your vision, mission, and what you stand for. It also includes a logo and other design elements that you will need to have access to when creating ads, posts, and other marketing pieces.
Ideal client – Know who they are, what their struggle is, and where you will find them. It will make connecting with them much easier and if you keep a cheat sheet with this general information it makes writing for them much easier. This will also include the research you do on your target market and can tie in with your contact management system as you bring them onboard.
2. What are you selling and what is the to your clients?
Your Thing – Describe your product or service or information, and the value it brings to your clients. This description is your message so it needs to be consistent with your brand. Knowing the specifications and pricing of your own thing is also important here. Keeping this information handy on a cheat sheet also helps with the copy writing and sales process.
3. When are you going to market each of the things you sell?
Marketing Calendar – Your marketing calendar becomes your roadmap for when and what to market. A clear plan keeps you focused on what to produce next. All of your products, events, the launches, concepts, and ideas can be plugged in and the content tied together to support the thing that is currently being focused on. A good calendar will create flow, leverage and consistency. It will also structure your time so you don’t get too far afield with your efforts.
4. Where are you going to put your marketing message?
Marketing Vehicles – Each vehicle has it’s own strengths and weaknesses so it will depend on your situation. Knowing what your options are and when to pick a certain one will help you create your mix to reach your potential clients. It also helps to know the different lead times for production and implementation. Don’t forget to consider both traditional and digital marketing options.
5. How will you pull it off?
Delegate – Who will do the work? There are writing, designing and technical details to deal with. Even if the answer is you, get in the habit of assigning yourself the work so that outsourcing it later will be easier. In the meantime automate as much as possible.
One of my favorite social media automation tools is Edgar. Edgar is a lovely place to store the messages I want to send to my social media platforms. I can easily match the times Edgar sends things to my marketing calendar and leverage my content. Edgar keeps me consistent so my ideal clients find me when they are ready to buy. The best part about Edgar is that it saves me at least and hour a week. (I’m not an affiliate, I just love this tool!)
Leverage – Having all of the above pieces of your marketing system in place makes is super simple to start leveraging your content. The way you describe something can be woven into various places. A blog becomes a post and a tweet and the description for a product. Write something once and reuse it a lot.
Now fill in the blanks one step at a time and you will have a super efficient way to tell your clients all the details they need to decide to work with you. And you will have an outline to continue to improve the things that could be working better. That is what an easy marketing system is all about.