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Today I'm chatting with the founder of Chromatical – Trish Martin, all about Creating a Killer Marketing Strategy. Trish is on a mission to help small businesses do BIG things. To set you up for success, to offer that support, clarity, knowledge, experience, guidance, inspiration, strategies, and the genuine kindness and care that you need to succeed.
What we talk through :
The principles of a marketing strategy
Most people think a marketing strategy is just the photos you post on Instagram and how to do it best. Or the right automation sequence.
It’s actually about the foundational things that you implement across your entire brand, and how you use them strategically.
Whatever platforms or tools you use, whether it’s email, social media, podcasts, or a combination of LOTS of things… they are the little ties that weave all of the strategy together. They aren’t the strategy alone.
A marketing strategy should be based around relationships, value, selling, difference, confidence, planning & investing in it with time and money more often than not.
Whatever you do in between, whatever platform whether it’s email, social media, podcasts, or a combination of LOTS of things… they are the little ties that weave all of the above together.
A strategy won’t work if you go straight into what to share. The strategy is the underlying ‘why’ which takes the most time and work to build out.
Know your brand
Knowing who your brand is, your brand voice, your niche, your values, purpose and all of that fundamental branding work is integral to success of a strategy. Without it, it’s like trying to build a house on quicksand. Branding work is the concrete you need to lay your strategy on top of.
Build relationships – fundamental.
The best strategy won’t work without people who l love and trust your brand. People buy your brand more than your product! They don’t buy ‘random piece of art from the internet’, they buy the piece of art from the artist they love online. Spending the time to connect with your audience, replying genuinely to comments, joining in the community, remembering peoples names, appreciating every sale, giving value, giving back etc.
Create a real plan, don’t just wing it
Strategy comes when you know the ‘why’ behind everything you do. You have control but if you don’t have a plan you can’t see holes or opportunity or places where you are lacking strength.
Offer an abundance of value
Whatever business you’re in. It can be entertainment or education but offer it. This is often the reason people buy or book. You’ve given them something which helps with relationship building, trust, connection etc. They have a reason to give back.
You need to sell!
There’s no need to be afraid of it. You can do it your own way without being sleazy or stereotypical sales. People are following you or have interest in you
Confidence
You don’t need to be bold and crazy and loud to run a business, but you do need to be confident in what you do, even if your brand is low key. If you aren’t confident in your offering, people won’t be confident to buy. Also have confidence in yourself as a business owner. Ignore the others in your field and do things your way.
Difference
Posting the same types of photos, same sort of copy or sales tactics, the same messaging, for a similar product as others in your industry won’t allow you to stand out and your sales/bookings will be impacted.
You don’t need to reinvent the wheel or come up with something brand new but you do need a difference. This is the reason why someone would buy from you! If someone already has 10 pairs of earrings, and you’re marketing yours in the same way as everyone else, why would someone need an 11th pair? They’d need them if you presented your brand differently.
Invest Time!!!
Definitely time – Social posts, website, copy, photos, photo editing, etc are not a rush job. Additionally options of investing are ads? Copywriting? Marketing support? Coaching or mentorship? Upskillling? Software? etc. – These are not an expense, they should be
A strategy is deep. It’s considered, it’s long term not short term. It takes time effort and money but it is SO worth doing.
Links
[WATCH NOW] HOW TO BUILD A BOLD BRAND, SCALE YOUR BUSINESS & ATTRACT THE CLIENTS YOU WANT
In this video masterclass, I'll share the three key areas you need to focus on to scale your business and build a bold brand so that you attract the client that want what you have!
Access it straight away and start watching and learning today!
PODCAST EPISODE #109 – Creating a Killer Marketing Strategy with Trish Martin of Chromatical
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