If nothing changes, everything stays the same.
Picture this — you do all your research, develop your brand voice, and create a gorgeous website. Then what? You sit back and wait for all the leads to come to you? Not quite… If you do nothing differently besides having a killer website and great messaging, not a whole heckuva lot will change unless you have a marketing plan.
That’s not to say that you won’t convert more leads who are already coming to your site. You will because your messaging will speak directly to their needs.
However, you won’t get in front of new people if you’re not showing up for yourself and your business.
Welcome to the last stop in our REACH Visibility Trajectory™ journey – the Hook. In case you are just hopping aboard the REACH train, here are all the elements (and links to posts that explore them):
H – Hook prospects with tactical strategy. ← you are here
The Hook is the “what’s next” portion after you have all the other REACH Visibility Trajectory™ building blocks in place. It’s where you start sending traffic to your site so that you can truly begin to build your business.
Now, you can begin a 90-day omnichannel plan to gain even more brand visibility, build trust, and convert as much as possible.
Omnichannel? That’s a fancy way of saying everything you do should work together — from email and blog, to social to speaking and podcasting…etc etc etc.
Before moving on, review your goals and identify the channels and strategies you can use to help you attain them. Then, it’s time to execute
What content can you create and distribute consistently? How often will you create each piece of content? And when will you review your progress?
If you can answer these questions, you can answer your website journey’s “now what”.
All systems are a go, and you’ve got the green light to hit the ground running.
We’ll dig into all of it below.
Look At The Broader View Of Your Marketing Goals
You already know that the first step of creating a tactical plan is defining your big-picture strategy, which bridges you, your target market, and the work required to connect with them.
You’ve created your rough sketch and it’s now time to paint your Mona Lisa.
Start by making a list of activities and asking yourself a few questions:
- What matters most to my clients?
- What do I actually want to do in my business?
- What can I do consistently?
- What gives me joy?
Creating a tactical plan takes more than deciding what types of things to do — it also means coming up with some themes for what you’re going to say. While you don’t have to create it all at once, giving yourself an outline helps you stay on track.
Remember the rough sketch I just mentioned? Think of your outline as your first round of paint – getting the basics organized without going into too much detail.
Because running a business means juggling a massive amount of moving parts, adding marketing to the mix can feel overwhelming.
That’s why understanding what matters most to your clients is so important – it will keep you motivated to show up in the places that matter most, and do it on at least a semi-consistent basis.
From there, you can either start to delegate the important things you don’t want to do yet seem necessary or even offload some of the tasks you love but take too much time.
Build Your Strategy
Your strategy depends on your goals — so you should be clear on those, and more specifically how your content ties into all of it.
Is it to boost engagement, build advertising income, grow sales, or share helpful advice and information with your audience?
Of course, you may have only one or a combination of objectives for each piece of content. It’s up to you how you want to sort it out.
Generally, the more focused your goal, the easier it is for your audience to follow through on your call to action.
Remember – create what is essential for your businesses, not your competitor’s or your neighbor’s next door.
Define Your Success Metrics
You’ve done the planning, and it’s now time to build your roadmap and specify how you will measure your progress.
In my experience, it’s helpful to have a rough outline of 6-12 months to identify where you are now, your goals, and the benchmarks you need to hit to reach them at the 90-day (and in turn 30-day) mark.
What data do you want to look at? It might be your average monthly income, website visitors, sales calls, likes, followers, comments, and conversions.
But this is somewhat of a trial-and-error process too. Every month, sit down to review your KPIs and note down what worked, what didn’t, and where you might need improvement. Adjust any and all activities accordingly.
Putting Your 90-Day Plan Into Action (aka Execution)
You’ve identified your goals, planned your content buckets, built your content strategy, and defined your success metrics. Way to go!
It’s officially time to execute your plan
First up, you’ll want to create a theme to give your marketing direction — or a series of topics that relate to one or more of the content buckets you’ve made.
Use this to anchor the content for the quarter (or even month) by focusing on problems you solve for your audience.
Maybe, as part of your strategy, you’re creating your marketing funnel. Your 90-day strategy can support this funnel through publishing blogs, creating social media, and doing speaking engagements, which all help build your email list — where leads are much more likely to convert.
Maybe your audience doesn’t read emails or hang out on social media platforms — so may need to create a direct mail piece. Maybe not quite easy as pie, but darned close. A direct mail piece is just one example of extended repurposing, depending on how long or detailed you want to get on that topic.
You see how you can break down your content buckets into topics and ultimately into all of the tactics and content you want to create?
From there, it’s just about execution.
Your Marketing Isn’t Instant Pudding
If only marketing was as simple as adding water and stirring.
However, doing the right things ensures results. When you have confidence in your messaging and the way you’re showing up, without a doubt, you can expect success in the relatively near future.
Often, though, many business owners find themselves in the execution stage of marketing their business, and yet, for some reason, they don’t see results.
If it’s not delivering on your goals, it’s time to re-evaluate.
Practicing marketing haphazardly and inconsistently with no goal in mind OR not focusing on your research could be the cause. Then again, maybe something didn’t land. And that’s okay.
Results are cumulative. Some efforts bring immediate rewards, while others are part of the slow build to success.
Focus on consistency, but don’t stress if you lapse.
And remember: If you do get overwhelmed, take a step back and focus on one thing at a time.
So, what’s next? Download a copy of my lead generation strategy guide. You’ll learn the 4 steps to use what you’re already doing to get more leads, create content based on your past work, and generate leads who understand the value you bring to the table.