Running a successful business is fun. Nothing beats the feeling of having your product and services sell like hotcakes while you wake every morning excited to hit your to-do list. But running your own business can sometimes have its low points. Those painful moments when you realize that things aren't going so great.
So, when you're tired of putting up all those hours without anything to show for it and you have absolutely no idea what you should do next. I'm going to share with you a sure-fire strategy that will help lift you over any obstacle standing between you and your business and your long-term success. It's by helping you get started with planning your inbound marketing process, right now.
But before I share with you my insights, I really wanted to set the scene by asking the question;
What is a marketing plan?
By definition, it is a plan for your marketing. Marketing plans, which are rigid in format, track you through the process of all the questions that you should be asking yourself as a business owner on how to achieve your financial and business goals.
What has changed? We now live in an environment where our audiences are scattered. If we look back 20 years ago, traditional marketing plans would be done every 12 months and we would map out what we are going to do over the next 12 months and we would run those number of promotions. But technology has changed. It has changed the way in which people communicate. When we understand that when we build a marketing plan, we need to adapt to the fact that the whole world has changed. The day of planning for the next 12 months is just not practical in this modern era of marketing.
As we progress down the line of inbound marketing, we take on the fact that there is a lot more technology. There's social media channels like; Facebook, LinkedIn, Twitter, and Instagram. All of these are different ways in which people, your customer, wants to or even prefers to communicate. In that process, we're left with the challenge, as a business owner, how can we adapt?
For us as business owners, we need to understand that technology has brought the opportunity for your customer to communicate and get their news and their research through the different channels. The solution for us is to understand that the future of any marketing that we do is through the power of list segmentation. List segmentation means taking the time, using your CRM programs and breaking your customer data base into lists. We refer to this in inbound marketing, as grouping your customers together under their Buyer Persona.
A Buyer Persona is just a fictitiouscharacter representation of a group of people. So, you might have business owners, you might have accountants, office managers, women with young children, women with older children, or women with older children who are now reentering the workforce. Again, these are all different types of buyer personas.
That leads us to the understanding of; how can we adapt? How can we adapt with this tactical hell or marketing hell of so many different ways in which people can communicate with you and your business? I mean, we're taking on the effect that we've got offline marketing, such as; trade shows, newspaper, print signs, people walking past your shop. Then we incorporate that into the online world, where we have; SEO, affiliate marketing, remarketing, reviews, blogs, Pinterest, Instagram, Twitter, Facebook, and all of the other myriad of social media that people can choose to communicate by.
So, here we're going to share with you how you can adapt a very simple method that allows you to complete your marketing plan on an ongoing basis. And we're able to improve your results by tested measure in a more practical and systematic way.