The purpose of this article is to teach you how to create a meaningful marketing strategy for 2021. By the end, you should have a firm grasp of what you need to do to make 2021, your most successful year for marketing your business.
But this isn't just about creating a marketing strategy - it's about creating a meaningful marketing strategy.
And there's a big difference between just any old marketing strategy and a meaningful marketing strategy.
So, what is meaningful marketing?
Meaningful Marketing is all about understanding and embracing that your customers are living, breathing human beings; they aren't numbers in a spreadsheet. And they aren't statistical points in in some sort of sophisticated, abstract model.
Meaningful Marketing is all about understanding and embracing that your customers are living, breathing human beings; they aren't numbers in a spreadsheet. And they aren't statistical points in in some sort of sophisticated, abstract model.
Instead, they're human beings - people just like you.
Meaningful Marketing is based on creating an emotional bond with your customers, because what you have to offer is important to making their lives better. And it really doesn't matter what you sell. You could be selling a cure for cancer or thin crust pizza, there's always meaning in what you have to do, as long as it actually benefits your customers and makes their lives more enjoyable, better, or improves their existence in some way.
Remember that regardless of whether you sell b2b or b2c, you're always selling to people. Invoices are sent between companies, but the decisions are made by human beings. Meaningful marketing is about making what you have to offer meaningful for them.
People are hungry for meaning.
In a modern world filled with superficial interactions and a constant, firehose bombardment of meaningless drivel, people take notice when someone has something meaningful to say. They appreciate hearing a message with a strong, why behind it, and they definitely recognize when you show genuine concern for their interests.
Also people catch on very quickly if you're faking it.
You can't fake meaningful marketing.
So listen carefully. Adding meaning to your marketing will instantly set you apart. This is something that is entirely different from everything anybody else might be trying to teach you about marketing because this goes back to a fundamental aspect of human psychology.
It's all about converting that selfish message, "come buy something from me" into, "here's something that will make your life better for you".
Meaningful Strategic Marketing Plan
What is a meaningful strategic marketing plan?
A meaningful strategic marketing plan for 2021 is a roadmap that will take you from where you currently are to the place that you want to be.
It should cover three main phases of the customer journey:
- Phase one, attraction
- Phase two, tribe building
- Phase three, super fan cultivation
Your marketing strategy should contemplate all of the assets that you have at your disposal. It should also contemplate the resources you're going to need to make it happen. And in the end, it must make good business sense.
Creating a marketing strategy that doesn't follow basic common sense, is just a recipe for filling a binder and putting it on a shelf and forgetting about it. And that's not what this article is all about.
Creating a marketing strategy that doesn't follow basic common sense, is just a recipe for filling a binder and putting it on a shelf and forgetting about it.
I want you to have a meaningful marketing strategy for 2021 that you can actually implement and convert into real sales and real world results for your business.
What a meaningful strategic marketing plan is not.
A strategic marketing plan is not a recipe for baking brownies. This isn't about three tablespoons of sugar and a cup of chocolate. This is about a high level strategic plan that will guide you as you implement specific marketing tactics throughout the year, and will help you achieve your real goals.
But it's also not the 10 commandments written on stone tablets. Your plan must be flexible, and it has to be something that is actually doable and applicable in your business.
So think of it more like a roadmap. You might have to take an alternative route at some time, maybe you want to stop and have lunch, maybe there's a scenic destination, you just can't let get by without visiting. All of these turns in the road have to be able to be fit into your marketing plan. Otherwise, it's just not going to be of practical use in your day to day business life.
Also, your strategic marketing plan is not a letter to Santa Claus. If you don't have the budget, then don't include it. This isn't wishful thinking. It's not "this is what I would do if I won the lottery".
This is all about actually putting on paper, a strategic plan that's possible given the restraints and the restrictions and the resources that you have at your disposal position in your specific business.
And finally, your strategic marketing plan isn't a Charles Dickens novel. You don't get paid more for making it longer. Nobody's going to give you a grade based on how sophisticated or how well thought out or how beautifully presented this plan is.
That's something that expensive consultants love to do, and maybe they do a really good job at it. But it won't actually make any difference in your business.
So we're going to keep this plan short, simple and straight to the point.
What You Need to Focus On
As we get started, I want to propose that you focus your plan on quarters and not years.
The truth is that years are just too long to wrap your head around. A year feels like "oh gosh, this could take months" or "yeah, I'll get around to it".
It's far too easy to let things ride.
You'll end up telling yourself "I'll worry about that later", or "this urgent task that I've got to get done is more important". When you think about strategy on a yearly level, most of us end up procrastinating and letting the day-to-day realities of our business get in the way of actually achieving our goals.
Quarters, on the other hand, are still long term, but they're doable. There's not as much room for excuses. They don't leave you wanting to procrastinate and pushing things off, because the end of the quarter really is just around the corner. And that makes a sense of urgency that will definitely make you more likely to actually implement and carry out the the tasks and the goals that you put into your strategic marketing plan.
The benefit of designing a quarterly strategy is that it won't just end up being wishful thinking that never came about.
Also, by focusing on each quarter, you have more opportunities to pivot and reposition your strategy at the same time as keeping you accountable for what you really need to be doing.
How do you write a strategic marketing plan?
We're going to start off with a two step process.
What comes first, the marketing plan or the marketing strategy?
This is actually much easier than the chicken or the egg question. First comes the strategy and then the plan.
Step one is to define your strategy.
And to do this, I want you to sit down and start writing your strategic goals. These are the big ticket items, they're the the really important things that you would like to achieve in your business.
For example, maybe you want to increase your recurring revenue, or you want to launch four new products, or you want to improve your lifetime customer value.
Strategic goals are not necessarily measurable, that's fine.
But they are really important, because they give you a horizon to be looking at. They're like the North Star, you won't get where you want to go, if you aren't really clear about where that destiny actually is.
The next step is to break down these strategic goals into key milestones.
Milestones are the building blocks for attaining your strategic goals. They are concrete, they're measurable, and they are actually something that you could be held accountable for.
For example, if your goal is to increase recurring revenue, milestones could be add x more customers to your existing membership programs, or offer an upsell to existing customers for a monthly coaching program and get y number of clients to sign up.
These are examples of concrete, doable milestones that align with your strategic goals.
Once you've written down your strategic goals, and you've broken them down into key milestones, now it's time to design your marketing plan.
Here are some questions for you to think about.
- Who do you need to reach to achieve your milestones?
- Where do these people spend their time?
- What do they want?
- What do they need?
- What is it that you provide that will help them reach their goals?
It's really important to turn the questions around and think of them from your clients point of view.
Great marketing is not about you. Instead, it's all about how what you do can transform the the life of your customers for the better.
The 8 Pillars of Your Meaningful Marketing Strategy
The next step is outlining the eight main components of a meaningful strategic marketing plan.
- The first component is a list of strategic goals. And we just talked about these.
- The second component is a list of supporting milestones. And we also talked about that.
- The third component of your strategic marketing plan is perhaps the absolute most important component of the whole marketing strategy. And that is defining a clear messaging strategy.
You can't imagine how many businesses suffer and fail just because they don't have a clear messaging strategy. You do not want to be clever, you do not want to be sophisticated, you do not want to be highfalutin. Instead, you want to be clear, concrete and straight to the point.
So what does a clear messaging strategy have?
First of all, it's going to include a brand statement. These are three sentences that tightly summarize the problem that your customer is facing, the solution that you provide to that customer and how that solution will transform the reality for your customer.
Your clear messaging strategy also has to be very clear about who the hero of your story is.
And let me give you a clue here, it must not be you.
And then finally, we need to write a clear brand story. And that brand story actually will speak directly to the needs, wants and desires of the hero of your story, your customer.
In this story, I want you to remember that you are not the hero, but that you are the guide.
You are Obi Wan Kenobi in Star Wars. Your job is to guide the hero along his journey to transformation.
4. The next component of your strategic marketing plan is a top of funnel strategy.
5. Fifth, we're going to create a tribe building strategy.
6. And sixth, we're going to create a super fan cultivation strategy.
7. Seventh, we're going to need an inventory of all the existing marketing assets that you currently have.
These could be your email list, your existing customers, content you've already created, relationships that you have, content that's that you're planning on creating, social proof, your social media profiles, your followers,...
Basically, anything that you have in your arsenal that we can leverage to actually make your strategic marketing plan effective.
8. Finally, the eighth pillar of your meaningful marketing strategy is your content strategy.
I want to talk to you about how your content marketing crosses your entire strategic marketing plan.
Content plays a role in all three phases of your customer's journey.
However, with that being said, the way you execute your content strategy is different for each of these phases. And if you fail to attend each phase correctly, you're making a huge mistake, and your content won't produce results.
So what is a meaningful content marketing strategy?
It's all about creating content that is designed for each specific purpose on that customer journey. It's content that speaks to the real needs of the people you want in your tribe, and it's content that creates that emotional bond that we discussed in the beginning.
You can't afford to play it safe.
Let me be clear on this, unless you are a big corporate brand with lots of money to spend, or you have serious VC backing, and your objective is just to scale at any cost, you can't afford to just play it safe.
You have to be brave enough to create and publish content that actually touches your audience emotionally. And that could be by making them happy, it could be making them angry, it could be making them determined to make a change in their lives.
Whatever it is, it really can't be bland, boring, and easily forgotten content.
And finally, it's content that guides your audience to the purchase. You won't be a successful guide for the hero of your brand's story, unless you're actually guiding them towards the transformation that only you can provide.
By helping them find the solution that carries them from problem to success, you're helping them.
That's why we say always that marketing is your sacred duty. If you sell a product or service that actually makes a positive contribution to your customer, it's your duty to reach as many customers as possible and help as many of them as possible enjoy that transformation.
Meaningful Top-of-Funnel Marketing
The next step in designing your meaningful marketing strategy is to create a winning top-of-funnel strategy.
First of all, what is a top of funnel marketing strategy?
Okay, for those sci fi nerds out there, this is first contact. This is when the spaceship appears in the sky, lowers itself down above the ground and out walks that little green man with a big fat head and bulging eyes.
Top-of-funnel is all about how you actually attract and begin to forge a relationship with new members of your tribe.
This is what most people think about when they think about marketing.
It's all of the marketing activities you take in order to attract new people to your fold.
And guess what?
The big mistake that most business owners make is that they think top-of-funnel marketing is the most important part of their marketing.
And that's a very big mistake.
In fact, top of funnel marketing is probably the least important part of your marketing strategy. If you're dedicating 80% of your marketing resources to top of funnel marketing, that's probably why you're not achieving the results you need to achieve.
Because it's like going fishing without a net with which to grab your catch. Even worse, you're basically throwing bait in the water, hoping that the fish will jump into your boat out of the kindness of their own hearts. Sound like a good recipe for catching tonight's dinner?
Let me give you a few examples of top of funnel marketing.
Advertising is top-of-funnel marketing, Facebook ads, search traffic, TV, or radio ads, billboards, display ads, these are all ways that you put out a message in the hopes of being noticed by your target audience.
Also, there's a strong part of your content marketing strategy, that is top-of-funnel marketing: press releases, PR work, blogging, guest posting. These are all activities that are part of your top-of-funnel marketing.
But when we do top-of-funnel marketing, it's really important to take into consideration a few key factors that can really make a difference on whether this actually is useful for your business, or it's just wasted money poured down the drain.
First of all targeting.
Are you actually targeting the right people? And this isn't a trivial question. It isn't just "do they meet the demographics that you normally think about"? Or "have they clicked like on a post that has something to do with what you do"?
No. Targeting needs to be really, really specific. What questions are they asking? What books are they reading? What websites do they frequent? Do they have the resources to be able to consider your offers?
You also need to take into consideration the cost of each new lead.
If you're selling a high ticket, very expensive product or service, then you can afford to take on a higher cost of coming into contact with a new lead. However, if you're selling a more modestly priced product or service, then the cost of each new lead is actually much more critical.
The third thing you need to take into consider is the quality of the interaction.
Just being seen on a billboard as somebody rushes down the highway is probably not all that meaningful. That is not a very high quality interaction. Basically, all you've done is you've been noticed, and the problem with being noticed is that you're almost immediately forgotten as well.
Also, you need to be thinking if you can actually get enough leads will this strategy to scale?
What if have you find an awesome strategy or tactic that really works in attracting just the right type of people, but unfortunately, you can only use it to get two leads a month?
Well, unless you're selling a very high ticket product and you have a very high conversion rate, that's probably not going to cut it.
You also need to be thinking about personality and secondary value of all of the marketing that you do. Your marketing needs to connect in an enjoyable and emotionally beneficial way with that new lead.
It's not just about, hey, here I am, I've got this thing that you want to buy, click here and buy it - that's almost never going to work.
You need to be thinking about the secondary value of your top-of-funnel marketing. Are you becoming a respected voice for that new lead? Are you making them laugh? Are you making them chuckle or cry? Most importantly, are you making them want to hear more about what you have to say?
And finally, you need to think about the different types of content that you're going to be using for your top-of-funnel content marketing.
You're going to want to be creating what we call growth content.
This is content that is based on what people in your target audience are actually looking for. And then you're going to want to think about different types of content, different types of blog posts, different types of videos.
So what exactly should you be doing in your top-of-funnel marketing?
First of all, you should be focusing on marketing that truly engages with every new person. Whatever you're doing, it needs to actually be relevant and interesting and engaging for that person.
It also needs to be memorable.
If what you're producing is boring, or standard or has been said by everyone else and their grandmother before, then it's very unlikely that your message will stick out in their brain enough to be considered a hook.
And you really want to hook these new people.
That means that you really need to focus on that secondary value so that your personality and your point of view, really grab their attention.
Second, you also need to make sure that you're getting as many hooks into each fish as as possible. Remember, top-of-funnel marketing costs you money, whether it's SEO cost, whether it's Pay Per Click whether it's advertising, you're incurring costs to get that person to make this first contact with you.
So try to get their email address; try to get them to sign up to your Facebook Messenger list. Try to get them to accept browser notifications, or be sure that your retargeting pixels are all in place so that you can run retargeting ads to them later.
These suggestions are really important so that you can lower the overall cost of this part of your marketing strategy. Remember, top-of-funnel marketing is the least important, but it is where you're likely going to be spending money. You want to be efficient, and you want to make sure that you're getting the most bang for your buck.
A really great example of meaningful top-of-funnel marketing is podcast marketing. Getting invited onto well established podcasts is a great way to spread your message.
First of all, if somebody is going to actually listen to you being interviewed on a podcast for 20 minutes, half an hour or maybe longer, you're going to be having a very intense engagement with that new lead. They're going to have time to actually hear your message and get a taste of your personality.
And not only that. You're leveraging the relationship that the host has with his or her tribe. In a way you're acquiring a certain percentage of their credibility, just because you've been invited on to their show.
Someone who listens to you talk for that long is almost certainly interested in what you have to say. For this reason, a podcast interview is much more meaningful than a fleeting glance by having seen an ad or even just having landed on one of your blog posts and skimmed it.
Another great top-of-funnel marketing strategy is answering relevant Quora questions. This positions you as an authority, and it speaks directly to the person who's looking for a specific answer to a question. It's an overall good way to position yourself in front of new people that are interested, very specifically in a problem that you can help them solve.
The third example of meaningful top-of-funnel marketing that I think you should be considering is viral contest marketing.
It's amazing what people will do for a chance to win a prize that they're really interested in. A well run contest can expand your reach very quickly. It can help you grow your metrics. And anybody who's followed me for much time knows that I'm not all that keen on metrics, like how many followers do you have? Or how many people do you have on your email list? Or how many visits Do you have to your website.
In the end, these aren't all that important, but a contest will help you grow them quickly.
More importantly, it is a great way to expand your audience, by leveraging your current tribe and getting your message out to new people. Having your current fans help you reach new people in your target audience is not only effective but is far less expensive than advertising too.
A well run contest will also allow you to separate the casual interest from the truly enthusiastic new followers. And this is fundamental because it leads us into the next section of our strategic marketing plan for 2021 - tribe building.
What is tribe building?
Let me start off by saying that it is the incredible missing link in your marketing and likely the cause of almost all your marketing frustrations.
Because this is where true marketing actually begins.
Unfortunately, most businesses never even start this critical phase of the customer journey.
Everything you've done up until now has only been designed to get you noticed. And the honest truth is that being noticed, is almost worthless.
It just flashes by in the blink of an eye.
Then your hard earned leads are off looking at somebody else.
Tribe building is the effort you put in to forge an actual lasting relationship with the people that hopefully over time will become super fans of your business.
It's now time to transform those fleeting glances into long sultry across-the-room, get-your-blood -boiling gazes.
And luckily there is a formula for achieving this, that you can apply in your marketing.
First of all, you need to actively get rid of the riffraff.
You do not want to be engaging with the wrong audience. You should instead be actively looking to purge the people that you don't want on your list as quickly as possible. People who aren't in your true target audience should not be consuming your marketing materials.
It's just a waste of time, effort and money.
So be ruthless.
If somebody sends you a silly request by email, unsubscribe them from your list.
Don't worry, if people leave your list, that's fine. Don't worry if they don't follow you on social media, that's great. It doesn't matter.
The only thing that matters is getting the right people to engage with you.
The next step of the formula is high quality engagement. That means that you want to make every engagement that you have with your people as meaningful and as significant as it can possibly be.
And then third, you want high frequency engagement.
You need to be top of mind for these people. Do not be afraid of burning them out. Because the truth is that if they burn out, they weren't good prospects anyway. You really want to be engaging in frequent communication with the most enthusiastic new people that have come into your sphere of influence.
If you really want to have true fans, you have to actively push away the people you don't want. These are people who waste your time. These are people who are just kicking tires. They are the people who never spend money on products or services or are likely to ask for refunds.
Just go for the no.
Be clear about who you serve. And if that's not who they are, then they should just go away.
Remember this, you do not need a huge audience to be successful.
And I've spoken about this many times. you do not need tens of thousands of followers. You do not need to reach millions of people. In fact, all you probably need to be successful in your business is somewhere close to a thousand true fans.
The purpose of the fan building phase is to cultivate loyal followers.
To accomplish this, make sure everything you share with him is coherent with your core manifesto. Make sure it's clear and make sure that you are very disciplined about never getting off message.
Don't worry if you think that's going to make you sound boring. It's just not.
You can transmit personality and be funny and engaging and entertaining all at the same time with being disciplined with your messaging. So make sure your personality actually shines through consistently.
People don't want to do business with impersonal, boring organizations that don't connect with them.
That doesn't mean that you need to be silly or that you need to be off the cuff or that you need to say outrageous stuff.
I'm not saying that.
You just need to make sure that there is a human element to your communication, because that is what's going to bond that person into your tribe.
Be sure to also maintain a consistent brand look and feel. Otherwise, you'll come off as being flaky.
And make sure you're respecting them by giving your absolute best. Really do the work to make sure that every piece of marketing that you share with your tribe is the absolute best that it can be. Make sure that it is on point, that it speaks to their needs and their desires and their journey towards transformation.
Finally, remember that you can't turn them into fans, if they forget about you.
My recommendation is that you need some sort of daily interaction. My personal favorite is email. But it can be videos, it can be audios. Whatever works best for you.
I know that some people may think that this is too much.
But the truth is, is that if you do this and you do it well, people will look forward to receiving your emails or watching your videos or hearing your podcast episodes. The important thing here is that you need to train them into looking forward to hearing from you.
Because fans will notice when you go silent and they'll get worried they'll actually reach out and say Hey, what happened? You haven't sent an email for three days. What's going on? Are you okay?
That's what you're looking for.
You want to be top-of-mind.
And believe me if you're doing this right, they will not get tired or burned out no matter what they say. They may even tell you "oh you just send me so many emails, I can't read them all".
That's no worry.
They don't have to read them all. They can skip 4 in a row if they want. That's their problem, and it's perfectly normal.
They're busy human beings. But I want you to be top-of-mind. And I would love for those emails or those videos to be so well crafted and so entertaining and so informative, that they are actually looking forward to receiving them every day.
That's how you cultivate a tribe of true fans.
Finally, consider this to be a maximum priority.
If you're spending money on your top-of-funnel marketing, do you want to throw it all away by not investing energy into converting this investment into something meaningful for your business?
Just throwing money at the wall and getting noticed by more and more people, and then failing to actually build a relationship with these people is a total waste of money. All you're doing is making Mark Zuckerberg richer. All you're doing is increasing Twitter's bottom line. And that's not your responsibility.
That's not what you're here for.
Your responsibility is to grow a thriving, successful business. And it's really important that you cultivate a tribe of true fans to do that.
Super Fan Cultivation
The third phase of the customer journey is super fan cultivation.
First, I want to give you an introduction to what a super fan really is.
Look, fans are awesome.
They boost your authority. They recognize the value you bring to the market. They will also buy from you when it's convenient for them.
That's great, but super fans are way better.
A super fan will help you spread the word about your message. They will talk about you with their friends and colleagues. They will religiously consume all the content that you publish.
Most importantly, super fans will seriously consider any offer that you put in front of them. That doesn't necessarily mean that they will always buy every offer, but they will at least seriously consider it. From a business perspective, their is no better asset you can have.
Cultivating super fans should be the supreme goal for your meaningful strategic marketing plan.
The more super fans you can cultivate, the more successful your business will be.
But how do you go about converting a normal fan into a true super fan?
Understand this. There isn't a click of the fingers, magical way of doing this.
This requires effort. It requires dedication, and it requires putting in the hard work to actually make it happen.
You're going to need to create deep authentic engagement with your fans. And to convert them into super fans you have to treat them like the special people they are.
You have to actually care about them as individual human beings. You have to know them by name and make them realize that you care about them In a very special way. That means you have to listen to what they have to say and genuinely invest in their success.
You should be publicly recognizing them within the community.
You can incorporate many different specific marketing tactics to facilitate this.
You can run exclusive group zoom calls only for your select elite super fans. You can implement an ambassador program that actually rewards them for helping you spread the word about your message and the transformations that you provide.
Consider giving them behind the curtains access. Remember, you want them to feel special, and the way you do that is by allowing them to become a part of the journey that you're going to be offering the normal fans.
You're going to want to feature them prominently in your content marketing. Share their success stories. Showcase their transformations. Design a strategy that positions them in the special place that they actually hold inside your marketing.
Strategic Marketing Plan FAQs
By now, you may have some questions about what your meaningful marketing strategy for 2021 should contain. Here is a list of frequently asked questions:
What about social media?
You noticed that I haven't spoken about social social media. That's because for most real world business, it's often a total waste of time. Your goal is not to ask your prospects out on a date. You should be focusing on becoming their guide on their journey to transformation. And that's not likely to happen on social media.
Let's face it.
Most of the time people spend on social media is not dedicated to anything serious. They are checking up on friends, families and who their ex is dating. This is most likely not the best frame of mind for listening to what you have to say.
Nevertheless, social media can play a limited role in your top-of-funnel marketing. Make sure you're posting your content regularly on your social channels and move on. If you want more information about why this is the case, I would definitely recommend you download my free ebook, the seven myths of Modern Marketing, it will open your eyes to a lot of lies and misconceptions that you probably have been taught about marketing.
What about data driven marketing and metrics?
Well, this is another marketing myth that most likely is costing you money.
You see, the premise behind data driven marketing is very attractive. The idea is that you can tweak your way to success by optimizing each customer interaction.
The story goes something like this.
Test multiple ad creatives and choose the best. Then test multiple landing pages and followup email sequences. Find the combinations that give the best results and then scale your way to success!
Wouldn't it be nice?
Unfortunately, unless you are actually investing in top-of-funnel marketing at a fairly large scale, the truth is that almost all the measurements you're taking aren't statistically significant. The ad creative you chose may have just been a statistically insignificant bump in the road. Or what if the ad that gets the most clicks doesn't get the most sales? Or gets lots of sales that end up getting tons of refund requests?
There are so many variables at play and the disconnect between causation and correlation is so big that for most companies, data driven marketing is mostly just fantasy. Most of theory that you've been hearing about data driven marketing is actually not applicable to your real world business. It may work for big brands with deep pockets, but most likely for you it will result in unrecoverable losses.
I go into this in great detail in my ebook, so go grab a copy now.
What about analyzing your competition?
Well, of course, you can't live in a vacuum. You should be aware of what's going on in your marketplace, you should be noticing what your competition is doing.
All of this has a reasonable value for your marketing plan, but don't obsess on it.
After all, do you actually know if your competition is achieving better results than you on their marketing?
Your goal should be for them to be obsessing over you, and the best way to do this is by implementing the meaningful marketing methods I've talked about in this article.
Not only will they make you stand out, but the work required to implement them means that almost no one will bother to copy you.
What marketing trends should I be focusing on this year?
Well, I'm very glad you asked that question! I recently published an entire blog post covering just this topic. Click here and read about the 21 digital marketing trends that will probably get you nowhere in 2021. It will very likely save you quite a few head aches!
Your meaningful strategic marketing plan for 2021 must start with a clear understanding of your strategic goals and the milestones you need to accomplish to make them happen.
Remember, that you are addressing individual living, breathing human beings, and that they are not data points in some aggregated spreadsheet.
You actually have to make a clear case to them about how what you offer can help them transform their lives and make their existence or their businesses better.
If you don't do this, then all the marketing in the world will get you nowhere.
Remember, because they are human beings with their own specific circumstances, they will buy from you when it's convenient for them. You're not out to manipulate them into making purchases that aren't necessary for them.
That is poor marketing, and it will come back to bite you later on.
Instead, your goal should be to position yourself in their minds as the go-to place for the solutions you offer, so that when the time is right for them, they will have absolutely no doubt about where to go to get resolve their problem.
If your marketing achieves this goal you are on your way to running a very successful business.
But to do so you absolutely must have a clear message that speaks directly to their needs and wants. It should not be convoluted, it should not be sophisticated and clever and slick.
Instead, it needs to be clear and straight to the point. If you go to greenlight.digital, you will see on our website, a message that says "Be proud of your marketing".
That's what we want our customers to enjoy. We want them to be proud of their marketing because it works for their business.
I could have said that in a more sophisticated way. I probably could have been more slick with my copy, but all I would be doing is reducing the effectiveness of the message.
Finally, work your ass off to cultivate a tribe of enthusiastic fans, and even more important, put in the effort to cultivate them into true super fans.
Do this religiously. Do this without stopping. Do nothing else but get noticed and convert those brief interactions into deep meaningful engagements with your audience.
And with these four steps, you will be far ahead of the competition and well on your way to towards making 2021 a hugely successful year for your business.
If you would like help in this journey, please visit our website and sign up for a meaningful messaging review. I can't think of a better first step on your journey to transforming your marketing.