Create a unique marketing plan that works for your small business
I’m calling BS on the mountain of things the online marketing industry is telling you you HAVE to do in order to create a winning marketing plan to get clients or sell products and programs for your small business.
Because it all boils down to this one thing. Are you ready?
Getting the right product/ service in front of the right person.
That’s it.
Now- yes, there can be a hell of a lot that goes into this. That’s why there is a giant industry built around teaching content marketing and creating a marketing strategy.
And you started your business to help people. Not to become an online marketing expert.
So here’s the fun: you get to figure out how to market your business and sell your services however the flip you want.
And listen, you’re not alone. I’ve gone down this rabbit hole more times than I’d like to count. The amount of MONEY I’ve spent on courses, programs, books looking for the “perfect” online marketing solution or system… The amount of TIME I’ve spent researching and trying new content strategies that were never going to be a good fit…
It always comes back to this though- you have to market yourself and sell your products in a way that feels aligned for you and your business.
That doesn’t mean it won’t be hard sometimes. It will.
That doesn’t mean you’re not going to have to try a bunch of different things to figure out what works. You will.
That doesn’t mean not paying attention to trends, new ways people are consuming media, or fresh technologies and strategies available to you. Being on top of these things will never hurt you in the long run.
But I’m going to say it again: you get to do it however you want to.
If that means being on every single social media platform, blogging, having a podcast, and a youtube channel all at the same time feels great to you- perfect! Have at.
If you’re like most people though, reading that sentence makes you want to vomit. And it should make you want to vomit.
That’s because the people who are showing up on every single social media platform generally have a few things going for them:
They’ve been at this for a hot minute, so they’ve built up their content marketing strategy and showing up on all these channels over time.
They have a team that can help them implement and repurpose content to show up on all these channels without taking any additional time or energy out of their current schedule (unless they want it to.)
Because of 1 and 2, when a new platform, communication channel, or marketing strategy pops up, it’s easy for them to become early adopters and fold this new tool into their plan.
I’m guessing most of the above doesn’t apply to you- yet. (It will, and/or it can. Just give it time.)
The same can be applied to your product & services strategies. There’s so much information out there about what and how you should be selling, it will make your head spin:
Only sell high ticket! You need to have a group program! Group program, no- start a membership! Evergreen is the only way to go/sell! In order to be successful, you HAVE to launch! Where’s your tiny offer/ micro product/ SLO? That’s the best way to get paying people on your list! Small ticket items will never work! You haven’t built a funnel out with bumps, tripwires, and one-time-offers yet?! Funnels are dead! The only way to sell your program is with a long webinar! Skip the webinar, use a challenge to build your list!
I could go on, and on, an on, and on…
Here’s the deal, you can pick any of the things from the list above if it sparks your interest, tinker with it, and get it to work for your biz.
Chances are, you HAVE picked one or several things from that list already though and it DIDN’T work. Why?
Because you’re doing things from a place of “should” or “need to” because that’s what someone told you to do without first considering if it’s really a good fit for you.
I hate to break it to you, but if you loathe the process, it’s never ever going to work for you.
You either need to find a way to enjoy it- or at least be curious about it- or skip it altogether.
Here’s a perfect example that a lot of people can relate to right now: TikTok and Reels.
TikTok hit the scene and suddenly everyone thought they were going to have to start singing (or dancing) for their supper. By the time Reels rolled around, dancing could be substituted for pointing at things, but that still felt a little “ish” for a lot of people.
I’m not going to sugarcoat it- TikTok and Reels work. If you want them to.
So yeah, dancing and pointing may feel awkward (actually it WILL feel awkward) at first. But is there a spark inside of you that feels like “oh, that looks fun/cute/interesting” even if you can’t imagine yourself doing it right now?
Maybe push your edges a little and commit to creating 5-10 reels over the next month. Once you get going, and your creative juices get flowing, I bet you’ll find a grove all your own that sparks other people too.
If there is ZERO spark about TikTok and Reels- like a full-body “hells to the no, I’m not into that.” Then F it.
Seriously. Don’t bother. It’s just going to be a slog that sucks your time and energy before you abandon it completely later on with a “Just another thing that didn’t work!” declaration.
I have seen plenty of people crush it on Instagram over the last 6-12 months without posting a single reel.
Because they found a medium within Instagram that did spark to them, got curious, experimented with it, and used it to spread their message. Be it going live, connecting via stories or their close friends’ list every day, utilizing carousels to teach & inspire, or sharing long-form videos on IGTV. (Or heck, even sharing CLIPS of longer videos using Reels.)
The point is (again) YOU GET TO DO IT YOUR WAY, and there are SO MANY paths that will get you to your destination.
And yes, again, this will take work. This will take experimentation. It won’t always be a walk in the park- you’ll have to do things to push your edges and get out of your comfort zone.
Just remember, it always comes back to this one thing:
Getting the right product in front of the right people.
So now I have an assignment for you. I’m assuming if you’re reading this you already have a couple of things established: what you’re selling, and who you’re selling it to. The third piece is HOW those people are hearing about or discovering your product or service.
Look at the data. Where did most of your clients or customers come from? DO MORE OF THAT.
It doesn’t matter if the latest “rage” is using every known feature on Instagram to build a multi-million dollar empire. (I joke… sort of). If all of your clients have come from referrals so far, that’s working. Instead of thinking about how to get more clients using a different method, how can you double down on referrals?
Is there a way to build referrals right into the program or service you’re already selling? Maybe you start to offer incentives or free sessions to current clients who refer others. Maybe instead of waiting for referrals to happen, you go right ahead and ask current or past clients if they will share your information with at least 2 other people who they think will benefit from it too.
Knowing that you have a system that works- for you, in your unique business- leaves the door open to experimenting with other platforms or marketing tactics without the pressure of “oh god, this HAS to work!” You get to be curious, experiment, get creative, do it on your own schedule, in your own way.
And that’s when the magic happens friend. That’s when you strike on things that resonate in new and different ways. And you fold that platform or strategy into what you’re doing.
This is how growth happens: Incrementally. Over time.
My biggest frustration with the online marketing industry is that everyone claims to have “the” solution that’s going to magically fix everything and make it all easy.
And that’s just not true. Because YOU are the solution. You started down this path because you had something unique to offer. Why should your branding, marketing, or sales strategy be any less unique?
If a book, course, program, or any other thing that someone is selling to help you market your business and sell yourself lights a spark in you, then GO FOR IT! Follow that intuition, and use those tools and services to shortcut your journey.
Nothing wrong with following the footsteps of others. Or enlisting the guidance and advice of others in the form of a mentor or coach.
BUT… if you’re reaching for your credit card again in search of the silver bullet that’s magically going to fix everything and make all your problems go away, put that card back in your pocketbook.
YOU are the solution. YOU have the answers. You just have to dig deep, get curious, and step into a new version of yourself.
Yep, even marketing and running a business is a form of personal growth. Actually, the biggest one, IMHO.
Meet Sarah
Sarah is an award-winning Designer, Creative Director & Brand Strategist for billion-dollar companies turned entrepreneur. She’s passionate about empowering online coaches and experts with tools that help them build a health coaching business aligned with their values and lives.
