I am often asked, "Sydni, how do I figure out a marketing strategy that will be broad enough to allow me to address a wide array of issues and ideas from a variety of viewpoints? I need it to be narrow enough that I have a niche and people feel I will adequately answer their questions."
Let's first define what a strategy is. Simply put, a strategy is a plan of action designed to achieve a major or overall aim. You might also think of it as a checklist of steps that will lead you directly to achieving your goals.
For example, perhaps your goal is to attract 5 new clients within the next 60 days. You happen to be comfortable speaking in front of a group of people and really enjoy connecting with your audience that way. You also have specific solutions to share that can help your target market achieve a specific result or goal.
In that case your strategy might look like this:
1. "I'm going to develop a signature talk. I will get myself booked in front of audiences that cater to my ideal client."
2. "I will deliver a content-rich presentation that is focused on solutions."
3. "At the end of my talk, I'll extend an offer for a private consultation for a specific dollar amount to assist individuals in applying what they've learned."
4. "I will over deliver during that consultation and upsell the client to ongoing support."
5. "To those who don't purchase the consultation after my talk, I will be sure to gather their contact information and stay in touch with them regularly (i.e. weekly) to learn more about their needs so in the short-term I can present another paid offer that meets their needs."
The steps highlighted here is a well thought out strategy, with a built in follow-up process, that caters to what your ideal client wants and needs.
You have now positioned yourself as an expert. In the process, you also created your own proprietary system for how you enable your clients to move from problem to solution.
Even if you don't think you have a "system", believe me, you do!
If a client comes to you with problem A, what steps will you take them through to get them to solution Z.
THAT is your system.
Obviously there will be a number of different steps involved. Each step can be an angle of your marketing that you focus on to showcase why you are the best solution for your ideal clients.
Avoid confusing an effective strategy confused with your methodology. The two work together, but they are entirely different.
Your methodology (which is a particular procedure for accomplishing something) will address a variety of specific issues your ideal client may be facing, depending on how long they've been dealing with the problem you solve.
Your strategy will allow you to connect with ideal prospects, highlight your ability to assist them and create awareness for how you and the client can work together to solve the problem.
How you choose that strategy depends on what specific goals you have. Once you've defined your S.M.A.R.T. goals, you want to choose specific marketing techniques that enable you to accomplish them. Then you want to commit to working on ONLY those few strategies until you've achieved what you set out to accomplish. For example:
• If you're looking to enroll more clients, you might consider, networking, speaking and asking for referrals.
• If you are looking for more visibility, you might choose hosting a live workshop, a virtual event (such as a teleseminar or webinar), blogging and social media.
• If your goal is to increase your income, you might launch a class, an information product or an event.
The point is that the strategies you choose are specific to the exact goal you want to accomplish. You can tackle one goal at a time, using appropriate strategies. In a short period of time you will help your target market to address a variety of issues that are currently challenging them.
Begin with the end in mind. Determine what your specific goals are. Choose your marketing strategy based on your goals. Implement your plan each day, each week and each month.
Remember these words, 'if you don't know where you are going, any road will take you there.' The same is true with marketing your business. If you don't know the results that you want to attain, no marketing strategy will be of service to you. Make this process simple. To accomplish specific goals, choose specific marketing strategies that will lead you there.