Business
Have you spent time and money on marketing that wasn’t ROI positive? Have you ever hired an expensive consultant or bought digital ads that didn’t work?You’re not alone, so don’t feel bad. Most people get tactical when they should be strategic. Developing a strategy is the 3rd part of our 6-part framework. If you haven’t listened to Parts 1 & 2, go back and begin there. You’ll need those together to build a strategy. Step 1 is defining a target. You can hit a target you can’t see. Make sure you’re clear on what’s important and how you measure success. Step 2 is customer research. Asking customers what they need, what they want, what they fear, and where they spend their time. If you’ve done these thoroughly, step 3 - strategy becomes self-evident. You don’t have to overthink it. Just tell the story leading with the problem you solve, introduce the customer as the hero. Position your company as a helpful guide with a plan. Showcase some cases where the client has implemented your plan or solution. And lastly, what’s at stake if they fail or succeed. This is a brilliant storytelling framework by Donald Miller. I’ll link to his amazing book in the show notes. Now you have a story. Where do you tell your story? You should know where your customers spend their time from step-2. That’s where you’ll share your content and run ads. If you’re running ads, don’t sell your service. Sell the click. Entice them to click and view your content offer. When they arrive at your content offer, either organically or through paid ads, this is where you guide them along the buyer's journey. Be as helpful and clear as possible. And lead them on what to do next. That should be a micro-commitment such as signing up for your email content, requesting a demo, watching a video, downloading a checklist, etc… This first step builds trust and authority in your brand. People have anxiety and fears. Can you help me, can I trust you, will it work, could I waste my money. Over time, if you’re helpful, can demonstrate competency, and elevate the anxieties customers have, you’ll win. I’m developing an online training course to teach this framework to business owners and marketers. If you want to be notified when it’s available, visit this podcast episode at seedling.agency and join my email list. We’ll never share your email or send you salesy spammy emails. I hope this was helpful and make sure to reach out to me on LinkedIn or Twitter if you have any questions. ResourcesBuilding A Storybrand: Clarify Your Message So Customers Will Listen