Canadian Small Business Women

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How to overhaul your marketing content with a great blogging strategy

We made it to week two of 2022 and most of us fall into three categories:

  1. You have set goals for the year, and you’re excited to be taking the first steps to achieving them – because you have a plan.
  2. You have set goals for the year, but you’re already feeling really overwhelmed with the pressure you put on yourself to succeed – likely because you don’t have a plan in place that supports your growth.
  3. You have already abandoned all planning you may have done – it’s much easier to fall into the status quo whether it worked or not.

While the past couple of years have been challenging – and exhausting – for most business owners, that doesn’t mean you should avoid planning or challenging yourself to try something new this year. And you can even try something that will make your life easier. I am a huge fan of working smarter not harder. We should all strive for that. It doesn’t mean you are lazy or cutting corners. It means you are putting things together like a puzzle to create a bigger picture – your overall plan. For your marketing, that means finding efficiencies to make everyday tasks that much easier. When it comes to your marketing content a great blogging strategy may be the answer you are looking for to ease some of the pressure.

Here are 5 steps to help you leverage a blog strategy to take your entire content marketing strategy up a notch.

Step 1: Identify your marketing channels

I always start with what I WANT and then get to what I NEED (AKA what I – or my client – can handle). Create a list of your desired marketing channels. Make sure it’s based on your customers and where they like to interact with brands. Once you have that list, CUT THE FLUFF. This means prioritize your list from most effective to least effective based on factors like:

  • Does my audience use this channel?
  • Are my competitors successful on this channel?
  • Has this been effective for me in the past?

Then you have to figure out what you can handle based on budget (time, money, team skills) and start cutting from the bottom of your list until you can manage what you have left. You have to remove your personal emotions from this because what you want might not be what you need at this point in time. And remember, just because you’re not doing it now doesn’t mean you can’t add on to your strategy later!

HOT TIP: Blogging should be included in your list!!! You can adjust the frequency to meet your budget needs.

Step 2: Identify your blogging personality

It’s a given that your brand identity should be tightly woven throughout your blog content. However, when it comes to blogging, you can adjust your content based on your strengths. Not all blogs have to be written – and sometimes it doesn’t even make as much sense to write out a blog like this one. For example, if you are a chef, you could do photo stories with short descriptions instead that showcase a great recipe or food and beverage pairing. You could do a video blog or even audio (hello podcasts have exploded in recent years!). A blog is meant to showcase your brand, your expertise, YOU, so you can make it fit your needs.

Step 3: Build an editorial calendar

This is a secret pleasure of mine. An editorial calendar is a schedule that outlines dates, responsibilities, blog topics, and themes. I usually work 3 months in advance. It’s not always easy to do because it means sitting down and planning in advance. However, this step will make your life sooooo much easier. I know there are fancy content planning platforms, but I like a good old-fashioned spreadsheet. I break my editorial calendar down into monthly themes (you could also do quarterly or seasonal depending on your business and the type of content you are creating). Once I have monthly themes, I set the publish dates for our weekly blogs, assign a team member to write for the week, and assign a topic for the week.

SIDE NOTE: Figuring out your topics in advance means you don’t have to waste time each week trying to come up with a topic!

Step 4: Carry the themes and topics over to your other content platforms

This is where your blog starts to wield its power as the centrepiece of your marketing content. Your thematic and topical structure can drive your social media content, promotional content, Whitepaper topics, email newsletters, free eBooks, and the list could go on. The foundations you create for your blog strategy then become the foundations for your entire marketing strategy.

Step 5: Create content that can be repurposed

Whether you look at this as Step 5 or Step 4 B this is where you start to put together content for your blog. Write for your blog first and then let that content help you populate your other platforms. A well-thought-out blog can turn into at least one social media post (but usually multiple!), an email newsletter, gated content to help collect emails, a media angle to pitch, and more.

You could also create what’s called evergreen content that is content that can be referred to much past the publish date. You can read more about evergreen content here.

For more tips on blog writing itself, check out these blogs here, here, and here.

I talk about blogging for business a lot. I am a huge fan. And it’s because it works, and it can make your life much easier when it comes to marketing content.

Candace Huntly is Founding Partner at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in business intelligence, marketing & branding, content strategy & development, media & influencer relations, and social media. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.

Connect with Candace

Sign up for our free 20-minute consultation and we’ll help you figure things out.

A version of this article was originally posted to the SongBird Marketing Communications blog.

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5 questions to ask about your holiday marketing strategy

I usually start thinking (and talking) about the holiday marketing pretty early. I love everything about the holidays and planning for the holidays (except maybe the obsession with pumpkin spice everything that starts in the fall… 😬). I’ve already started receiving gift guides via email! The holidays, regardless of what you celebrate, are all about cozying up to stay warm in chilly temperatures, spending time with friends and family, having those moments of stillness and peace… And all of those consumerism moments that happen in between. As marketers, you can’t ignore the fact that gift giving has become a huge part of the holiday season, but you also can’t ignore the fact that all of the other things are equally as important. As a brand you need to find the right balance of emotion and sentiment vs. trying to make the sale.

So, as we head into a busy (and still pandemic weird) holiday season, it’s important that you plan out your strategy so you are prepared for things that might come up. Here are a few questions you should start asking:

What has worked well in the past?

You should always start with what you have tried before. There are a lot of lessons to be learned from what worked and what didn’t work. You can actually learn more from what didn’t work than what did work! Sit down and note what your strategy looked like last year. Have a look at some of the data associated with your strategy. If something worked well, then consider doing the same thing this year. If something didn’t work well, then you want to make sure you steer clear. Try to figure out where you went wrong so you don’t duplicate it this year with your holiday marketing efforts.

What does your customer want?

Customer behaviour should drive your holiday marketing strategy. Period.

It has been a tough year for everyone mentally, emotionally, and financially. Last year, I found that there was DEFINITELY some really early holiday cheer on social media, and I think it was because people were grasping at something good to distract them. I have a feeling that this year will be no different. Brands need to take cues from their customers to figure out the best time to go all in on holiday marketing. You should also be listening to conversations on social media and sensitive to your audience’s purchase behaviour. If you find that a lot of your customers were hit hard financially during the pandemic, they may be spending a little less this year. There may also be a segment who is shopping earlier than normal – either to get it done or they want to spread out the costs rather than do it all at once. A key factor for the holidays this year will be online spending since a lot of people still haven’t gone back to in-person shopping. Have a peek at this blog to see some consumer trends for this year’s holiday season.

Do you have pandemic contingencies in place?

Let’s be real. Regardless of how “over” the pandemic you are, we’re not out of the woods yet. And even if we were, there are a lot of your customers who won’t feel comfortable going completely back to normal any time soon. You need to make sure you maintain (or establish if you are newly opened) a safe and comfortable shopping experience for everyone. That means going above and beyond government safety guidelines in some cases and clearly communicating your guidelines to your customers so they know what to expect. You should also be ready for anything unexpected that comes up in terms of diminished capacity or temporary shutdowns.

Click here for more info on holiday marketing during a pandemic.

Am I too focused on sales rather than emotional connection?

It can be really easy for brands to just jump from one seasonal sale to the next without a care in the world for what it is doing to their brand. Black Friday, Cyber Monday, Last Minute Christmas Sale, Boxing Day… I mean Boxing Week… New Year’s Sale… You made the sale, right? Well, what happens after that sale is over? Are those customers continuing to buy from you because they believe in your brand or are they always just hunting for the next sale, whether it’s you or your competitor?

You need to invest the time and effort into building solid, loyal relationships with your existing customers and with any new customers you attract. This could mean a few different things such as:

  • Assessing or re-assessing your value add
  • Establishing a stronger brand story
  • Establishing clear brand messaging
  • Creating a content-first marketing strategy
  • Developing a loyalty program

Regardless, your brand has to be worth more than the next sale that discounts your products and services.

Do I have everything covered?

Well, you don’t know what you don’t know. But here is a checklist that could be helpful in preparing you for your holiday marketing strategy: Free Holiday Marketing Checklist

If your holiday marketing planning is tripping you up and you’re not sure where to start, book a free 20-minute consultation with me and let’s get you on the right track!

​​Candace Huntly is Founding Partner at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in business intelligence, marketing & branding, content strategy & development, media & influencer relations, and social media. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.

Connect with Candace

Sign up for our free 20-minute consultation and we’ll help you figure things out.

A version of this article was originally posted to the SongBird Marketing Communications blog.

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How to get your 2021 marketing strategy ready

Every year we talk about getting ready for the next year like someone is going to flip a switch and all of a sudden it is going to be a new year, fresh start, clean slate… The reality is, when the first seconds of the day happen on January 1st, the fresh start isn’t a magical reset. It is whatever you make of it.

On December 5th, Canadian Small Business Women had a workshop about planning for 2021. So how do you make the most out of the new year when it comes to your 2021 marketing? Consider these five things:

Resolutions don’t have to happen at the beginning of a year

You should be setting goals throughout the year. Period. If the new year allows you to be more specific with your timelines, then great! But remember that you have the whole year to accomplish what you need to accomplish.

You have to look back to move forward

The successes (and failures) you had throughout the previous year should help to shape your marketing strategy moving forward. If you didn’t have the proper tracking in place throughout the year, perhaps it’s time to think about tracking your 2021 marketing success so you can use what you learn for the following year (I know, it seems crazy to think THAT far ahead, but here we are…).

Your mindset will affect your marketing

How you approach building your strategy will have a profound effect on the outcomes you achieve throughout the year. You have to look past your product or service offering to see the story behind what it is you have to offer.

Think bigger and better

What is the point if you aren’t focused on doing things better next year? If you want to grow your business, then you need to try new things and step out of your comfort zone. If things have worked in the past, that is great, but you should always think about what happens next and how can you freshen up your approach.

Find the efficiencies in your marketing strategy

If you are a small business owner, chances are you are wearing multiple hats. Most entrepreneurs I work with feel overwhelmed by everything that has to get done on a day-to-day basis let alone putting together a full strategy that outlines the big picture of where and how you will get your goals accomplished. What will help is to figure out how all of your marketing tactics fit together so you can find efficiencies. For example, find ways you can repurpose content across multiple channels creatively.

While New Year’s doesn’t have to be the only time you set goals for your business, it is a good reminder that you need to start somewhere. If you aren’t sure how to take your 2021 marketing to the next level, check out the workshop replay in the CSBW Shop!

 

​​Candace Huntly is Founding Partner at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in business intelligence, marketing & branding, content strategy & development, media & influencer relations, and social media. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.

Connect with Candace

Sign up for our free 20-minute consultation and we’ll help you figure things out.

A version of this article was originally posted to the SongBird Marketing Communications blog.

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3 things every small business should do before marketing

It can be tempting to “just get started” marketing your product because you “need to make money.” However, chances are, you aren’t going to be happy with the results you are getting because you haven’t taken the time to actually do the foundational work to set yourself up for success. If you are going to compete with the big guys, you need to do the work. And doing the foundational work will actually help you to stretch your marketing budget further and get the biggest return on your investment.

So how can you get started?

Here are 3 key things you need to do before you launch your marketing strategy.

Get your [brand] story straight

It will be pretty hard for you to market your business if you don’t really know who you are and what value you bring to the table. If you take a minute to create your value proposition, you will be forced to figure out what you specialize in, how you are different, who your target audience is, and what benefit you bring to them. Once you have your value proposition, you can create your brand messaging to help you identify more details about who you are as a business and brand, how you fit into the industry, and more specific things that make you stand out.

This will help you figure out the best ways to connect with your target audience and really make your customer the hero of your brand story. Remember, the most important thing is to ensure that all of your decisions are made based on what is best for your target audience. The type of content you create, the channels you choose to communicate, the benefits you focus on – all of it!

Write down your short and long-term goals

I have said it before, I will keep saying it…  You won’t know if you’re successful unless you identify what success is. You should have set goals for your business, but you also need to set marketing-specific goals for your campaigns. And those goals should tie into your overall business goals. For example, you may want to increase your revenues by 50% for the business. Your marketing goals could then be things like:

  • Increase traffic on product pages by 100%
  • Increase customer inquiries by 60%
  • Get 10 customer reviews every month
  • Book a new client every month

Your business will have specific goals that will make sense for your industry, current operating status, resources, target audience, etc. The important thing is to try to make sure your goals are measurable so you can track them along the way. A good reminder is to set SMART goals: Specific, Measurable, Attainable, Relevant, and Timely.

Once you have set your goals, you know what you are working towards, so create a timeline with milestones along the way. Basically you are giving yourself a chance to celebrate a bunch of little small wins until you reach your overall goals. It also helps you to figure out if what you are doing is working or not so you can tweak your strategy if necessary.

Identify direct and indirect competitors

I can’t tell you how many times we have spoken to small business owners who say they are the only ones offering a specific service only to do a quick search to find a bunch of companies offering the same or similar products/services. You don’t need an expensive market research firm to tell you if there are competitors out there. Use your search engine of choice or start listening on social media and following certain hashtags. Keep in mind that your indirect competitors (those selling to the same audience or who offer similar products/services) are also important to keep track of.

When it comes to your marketing strategy, looking at competitor strategy is a great way to see if there are certain things that are working and ones that aren’t. What are they doing to reach their customers? A great marketing strategy can sometimes be like a great jazz improv solo. It’s OK to riff off of something that is out there as long as you make it completely your own and you don’t copy it.

Figuring out who the major industry players are can also help you to identify how you are different. In business, different is great because it allows you to leverage those differences to make stronger connections with your target audience.

Small businesses don’t have to see their size as a disadvantage. If you do the foundational work, you will set yourself up for a marketing strategy success.

 

​​Candace Huntly is Founding Partner at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in business intelligence, marketing & branding, content strategy & development, media & influencer relations, and social media. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.

Connect with Candace

Sign up for our free 20-minute consultation and we’ll help you figure things out.

A version of this article was originally posted to the SongBird Marketing Communications blog.

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The Holidays are Coming! Last-Minute PR Ideas to Boost your Visibility

It’s November, and that means 2020 is finally winding down, whew! While people across the globe are breathing a collective sigh of relief that we’re about to wave goodbye to a year of chaos and heightened uncertainty, if you’re a business owner, you might be singing a different tune. You now realize you’re heading towards the end of Q4, and the holidays are right around the corner!

If you’re behind with planning for the holidays and you haven’t quite solidified your goals and how to get added visibility, or if you need to boost what you already have on the radar, here are a few last-minute public relations (PR) tips to end the year with a bang.

‘Tis the Season – Speak the Language of the Holidays

Shake things up a bit. Nobody likes a Scrooge during the holidays, so let the chaos of 2020 fade into the background and focus on the positives. Start incorporating cheerful holiday-themed content: language, photos, and videos into your owned media – website and social media channels. A good old throwback post to previous holiday fun can drum up nostalgia, too, so don’t underestimate it. Cap this off by showing how your products and services can fit into your ideal customer’s life, and use brand storytelling to differentiate yourself from your competitors.

Position Yourself as the Holiday Expert

At this time of the year, journalists are busy scouting interesting stories that will capture the eyes and hearts of their audience. Positioning yourself as an expert in your field means an opportunity to get the right story out, and to possibly be quoted or interviewed; this way you get your business into the spotlight.

Thrill with Customer Appreciation Offers

Your loyal customers are your best assets. They help keep your business up and running, they spread the news of your amazing products and services, making them your brand ambassadors even in the worst of times. Show that you appreciate their business now more than ever. Are there any discounts or promotional offers that you can implement to give them another reason to keep the business relationship going? If so, go for it!

Tap into Industry Influencers

Influencer marketing has become a huge trend over the years. Tapping into endorsements and product placements to give your business added visibility across niche markets means more coverage as the holidays draw closer. Bonus tip, your influencer marketing campaign can be centred around gifting your latest products and services. We all love a great gift; it shows that someone thought of us and took the time to prepare something that would make us feel appreciated. Bonus points if you personalise it to speak to the influencer’s likes and preferences.

Present your Products/Services as Ideal Holiday Gifts

As it gets closer to the holidays, the shopping frenzy increases and more people are on the lookout for gifts that suit various personalities and age groups. For a successful holiday campaign, focus on how target customers that can benefit from your products, eg. “Gifts for kids”, “gifts for moms/dads”, “gifts for the techie” or “gifts for travellers”. With so many things to think about in the pandemic, why not make away the stress of customers puzzling over what to buy from you?

Harness the Power of Social Media

This year has brought unprecedented changes, and with that, many campaigns are being done virtually. There are endless “live” videos, and free events, and messages that are tugging at people’s attention and these generally get louder going into the holidays. Added to that, the changing social media algorithms aren’t helping. So how can you stand out? Amplify your PR messages by sharing them on your social media channels. For added visibility, throw some advertising dollars behind your main messages, use visually appealing graphics, creative copy, and holiday hashtags.

Piggyback on Charitable Events

With all the ‘pivoting’ to sustain business and maintain a sense of normalcy as COVID-19 ravages businesses and economies, you might have had to cut back on budget. That means hosting a charitable event or goodwill initiative from scratch might be a bit of a stretch. However, you can get creative and become an event sponsor, or donate cash or kind to help spread the holiday cheer. While you’re at it, share the great news via a press release and your owned media channels.

The main point here is, if you haven’t quite figured out what the holiday visibility looks like, there is still a bit of room to catch up. Schedule time on your calendar today to sift through these recommendations and implement those that apply to your business. If done right, you’ll find that you’ve made an investment in getting back on track for the balance of 2020, and of course, you can tweak these strategies and use them in the year ahead.

 

Kimesha is the CEO of Oasis Integrated Communications, a PR firm with operations in Canada and Jamaica, and a focus on helping businesses to find their paradise. She’s a seasoned PR professional with a passion for crafting meaningful stories that connect with people. An eternal optimist who thrives on perfecting solutions that marry creative brand experience with consumer engagement, she believes in tapping into the core values of a company and tailoring strategies that share their narrative and find affinity. Her experience spans public relations, corporate communications, marketing, social media and advertising across a range of industries. She has executed projects in Toronto, New York, and Jamaica where she has deftly managed some of the foremost brands across North America and the Caribbean.

Connect with Kimesha:

Instagram – @oasisintegrated

Twitter: @TheOasisPR

Facebook: Oasis Integrated Communications

LinkedIn: @Kimesha Walters

10 things to ask before hiring a marketing agency

The decision to hire a marketing agency vs doing things on your own is a decision that causes a lot of grief for many business owners and experts. There are a lot of factors that go into making this decision. In the end, you need to do what is best for your business. This will often boil down to what will help you reach your goals more efficiently.

Once you have decided to work with a marketing agency, the next challenge is finding the right one for you. There are a lot of marketing agencies out there. While they may offer the same or similar services, it’s important to know how to figure out what makes them different and what factors are important for your business.

Here are 10 things you should ask before you make your decision about working with a marketing agency.

What are their core capabilities and skill sets?

While some larger agencies may be able to offer a truly full-service marketing agency, most agencies choose to specialize in a core offering of services. In order to provide more of a one-stop-shop, many of these agencies will either partner with third parties to fill out their services or they will hire contract workers on an as-needed basis. None of these three options is a bad option, however, it’s best if an agency is transparent with you so you know how they operate.

Working with a larger agency comes with a higher price tag, so working with a small or mid-sized marketing agency can be a more attractive option in terms of budget. You just need to make sure you know how they operate.

Who will be working on your account?

How many times have you heard that someone hired a marketing agency because they initially spoke with someone senior only to have a junior person put in charge of their account once you signed a contract. You should know who you will be working with before you even sign a contract. Find out who your main point of contact will be, who will be running point, and who will be executing the day-to-day management of your account.

How well does the marketing agency know your industry and target audience?

Everyone has to start somewhere, but sometimes you want to hire someone who is an expert in what you need. Find out whether the marketing agency you are speaking with has ever worked with clients in your industry or even complementary industries.

Perhaps even more important, how familiar are they with your audience? Do they have experience connecting with them using different strategies and techniques?

What client successes do they have?

You will be hard-pressed to find any legitimate marketing agency that won’t provide you with case studies so you can see some of the work that they have done. Most are also not shy about talking about awards and nominations if given the opportunity. That is how you know they will take pride in the work they do for you!

Have there been any client setbacks in terms of not meeting outcomes? Why?

This is a tricky one because no one likes to talk about failure. However, a great agency will tell you when they have worked on a similar campaign and found things that didn’t work. For example, we have done a few media campaigns where after pitching, we found that the spokesperson wasn’t as readily available for comment as we thought. This made it challenging to secure as much media coverage as we had intended. To ensure that this doesn’t happen moving forward, we are always very clear on

Do you like the people you would be working with?

This one is pretty subjective because it is based more on your gut feelings about a person. The reality is, if you feel uncomfortable with someone, you likely won’t have great communication with them. An agency – client relationship should be based on trust and transparency, so it’s important for you to feel comfortable with the team you will be working with. A great marketing agency should be able to push you outside of your comfort zone to get you the best results possible. In order for you to take those steps, trust is a key factor.

How well do they listen to do you?

Taking things a step further from the previous question, your relationship with a marketing agency should be a give and take. You want to make sure that the agency you choose listens to you and makes suggestions based on your conversations and overall business goals rather than taking you in a completely different direction with no explanation. We have also spoken to countless clients who worked with agencies in the past that have just asked what services they want rather than making suggestions based on what they need. A great marketing agency will listen to your overall goals and point you in the right direction so you can get their more efficiently.

How often will the agency do status updates?

Certain projects will require a more hands on approach while others won’t need as much ongoing communication. Talk to your agency to clarify how often you will be connecting with them for updates. For some, weekly updates are great, while others a monthly report and clarifying call works fine. It is a balance between what you are comfortable with and what the agency feels is necessary for your project.

What extra costs will there be?

Always beware of hidden costs. From printing to shipping, fees for paying expenses internally vs paying yourself, and everything in between, always ask if there will be extra fees that could come up. Some projects are more obvious than others.

How will results be measured?

Each project is so different, so it is good to make sure you are on the same page as your marketing agency when it comes to defining success and how you will figure out when you get there. KPIs (Key Performance Indicators) should be seen as a guide, realizing that some projects are harder to measure than others.

BONUS: RED FLAGS TO WATCH FOR

When it comes to working with a marketing agency, you should always steer clear of people that will say anything to make the sale. A few things that make me cringe are:

  • “We can do everything” or “we are good at everything” – chances are, they likely excel in certain areas and don’t do other things well. You don’t want to be caught hiring them for the things they don’t do well.
  • “We can guarantee results!” This one is one we hear often. Nobody can really tell you what the future looks like. Most professionals make educated guesses based on known audience behaviour. You also want to make sure that they aren’t just going for the “low hanging fruit” to get you “results” rather than putting together a robust strategy for you.
  • “We charge based on results.” This is a tricky one. As someone who is extremely results driven, I absolutely understand the sentiment behind this. However, there is a lot of work that goes into getting those results. You are paying for the strategy, the expertise, and the hours of work that will be put into achieving success. Do you want to work with someone who doesn’t even value their time?

Hiring a marketing agency can be a tough decision, but there are factors that can make it easier for you to move forward.

​Candace Huntly is Founding Partner at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in business intelligence, marketing & branding, content strategy & development, media & influencer relations, and social media. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.

Connect with Candace

Sign up for our free 20-minute consultation and we’ll help you figure things out.

A version of this article was originally posted to the SongBird Marketing Communications blog.

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Marketing, PR, or Sales: Which comes first?

What comes first – the chicken or the egg? It’s a question that has sparked debate for a long time, and it will continue to spark debate for years to come. When it comes to your business and connecting with your customers, there is a similar question. Does marketing, PR, or sales come first?

At SongBird, we strongly believe that – no matter how much bravado you use to try to argue otherwise – your marketing strategy should come first. It will help you create the foundation to grow your business.

Let’s talk about why it’s important to see your strategy development this way.

Defining Marketing, PR, and Sales

The American Marketing Association defines marketing as “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” I would add that your marketing strategy will define any of your outreach through the foundational work that is done to develop your brand strategy. If you take the basics into account, marketing is about the four P’s – Product, Price, Place, and Promotion.

The Canadian Public Relations Society defines Public Relations as “the strategic management of relationships between an organization and its diverse publics, through the use of communication, to achieve mutual understanding, realize organizational goals and serve the public interest.” It really boils down to the fact that PR is meant as a way to manage your brand reputation whether you are a business, organization, or an individual expert.

The Business Dictionary defines sales as “The activity or business of selling products or services.” Some also describe it as the actual exchange of money for products or services.

What It All Means

If you look at the above definitions, marketing is the umbrella that covers everything, whereas PR and sales are methods or tools to use to connect with your target audience.

Modern Challenges

While the definitions show that each fits into a different box or silo, technology has made answering the overall question of which comes first harder because it has blurred the lines between marketing, PR, and sales. For example, social media has changed the game for all three things. It could actually be considered part of Marketing, PR, and Sales given what it is used for. Where PR is concerned, social media has allowed the media landscape to shift significantly (hello, influencers!), created opportunities for digital brand experiences, and connects brands directly to their audience in real time. In terms of Marketing, it is a way for a company to promote what they have to offer as well as develop a strong brand presence and general awareness. Where sales is concerned, most social media channels allow you to sell directly from posts, and act as a lead generation machine to funnel into your sales funnel.

For small businesses – and larger companies running lean – whose teams are also small, the lines become even more blurred because one person might wear multiple hats. The same person might be responsible for the overall marketing strategy, creating branded sales materials, social media, experiential events, influencer relations, and media relations. In a larger company 5 or 6 people – or more – might manage these things.

Marketing first

In spite of the fact that the lines are blurred, marketing should always come first. Your PR and Sales strategies should support your overall marketing strategy and goals, which should support your overall business strategy and goals.

To be clear, marketing, PR, and sales all need to work together to get you to where you need to be, but you should really explore your marketing strategy before launching into your PR and sales execution.

Candace Huntly is Founding Partner at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in business intelligence, marketing & branding, content strategy & development, media & influencer relations, and social media. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.

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Sign up for our free 20-minute consultation and we’ll help you figure things out.

A version of this article was originally posted to the SongBird Marketing Communications blog.

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10 Marketing tactics that aren’t worth the money…

A great marketing strategy is one of the most important investments you will make for your business. You won’t have customers or a growing loyal community unless people know who you are. Without customers, you won’t have a business at all. We have all heard the saying “you have to spend money to make money,” and this is true when it comes to your marketing strategy. But what should you spend your marketing budget on?

For tactics that are directly tied to sales, it is easier to figure out what your return on investment is, but there are tactics that bring you other benefits that aren’t tied directly to sales such as thought leadership, some forms of content marketing, social media community building, and others that lead to brand awareness and act as tools to help you achieve higher revenues when you use them correctly.

Marketing tactics to avoid

Regardless of what your marketing budget is, you want to make sure you spend your marketing dollars on the right tactics that will move your business in the right direction. There are so many things you could invest in, but here are ten marketing tactics that aren’t worth your money.

  1. A flashy, expensive website: A fancy website might seem like a good idea, but you should never sacrifice function for design. The most important thing on your website is that people can navigate through it properly and that you are providing enough valuable content and a way for them to get in touch with you.
  2. High volume content output: Quality is better than quantity. Blogging once per week with high value content is better than publishing a blog per day with boring content.
  3. Buying social media followers: Buying social media followers is never a good strategy. You would be spending money on something that would likely never turn into revenues. It is better to grow your audience organically, connecting with people who are potential customers and are highly engaged with your content.
  4. Social media ads… without a content strategy: As a marketing tactic, social media ads have become a necessity for certain platforms (we see you Facebook). However, there is no point in spending money on social media ads without making sure that when you send people to your page you have some great content on there for them to read. A content strategy will ensure that your social media ad spend will get you the results you want.
  5. Being on every social media platform: People think they need to be on as many platforms as possible so they can be found, but it doesn’t make sense to be on five social media platforms if you aren’t going to be active on all of them. It’s better to have a smaller digital footprint and be on one social media platform and do it really well than it is to be on many without success. Stick to whatever you can handle otherwise you won’t enjoy it and you just won’t do it.
  6. Having multiple accounts on one social media platform: For large corporations with multiple product lines and a marketing team, having multiple accounts on each social media platform could make sense. If you’re a small business, those multiple accounts cost you time and money. Chances are you won’t be able to maintain multiple accounts while providing any value for your audience. Consolidate into one account and create a solid content strategy that will help you get your message across.
  7. Print ads: Depending on your industry and target audience, print can be great. However, if you have a limited budget, print ads are the last thing you should be spending money on. They are expensive and it is harder for you to track their effectiveness. If you have a large marketing budget and you can allot a portion to print ads, then it is great – but make sure you have a way to track it.
  8. Untargeted paid digital ads: Ads are easy to get wrong without a strategy. If you are paying to reach people, take the time to target the right Otherwise you will waste your time and money. And if you don’t know who your target audience is, it’s time to step away from the paid ads and create your buyer personas to build a target audience that makes sense.
  9. Untargeted Direct Mailouts: It can be hard to make a case for direct mail these days in a digital world. While it might make sense in some industries depending on your target audience (maybe they’re just not that into social media!), most people just recycle those carefully designed materials when they show up in their mailbox or at the door. If you do choose to do a direct mail out, make sure you are targeting properly geographically and tactically. Only do it if it makes sense for your audience.
  10. Generic press releases: Press releases are a great way to keep track of official stakeholder announcements for corporate communications or general announcements. However, if you are looking to put together a media relations strategy, you should rely more on individualized pitches that are more story based so you can tailor your pitch to each media contact. Sending out a blanket press release won’t get you the coverage you are looking for.

Marketing doesn’t have to be expensive, but you should invest in a strategy that will allow you to grow your business successfully.

Candace Huntly is Founding Partner at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in business intelligence, marketing & branding, content strategy & development, media & influencer relations, and social media. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.

Connect with Candace

Sign up for our free 20-minute consultation and we’ll help you figure things out.

A version of this article was originally posted to the SongBird Marketing Communications blog.

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5 tips for getting more from your summer marketing

It’s almost here! Summer. It can be frustrating for small business owners as it often comes with a slow down in sales as people just start taking it easy.

While there are no magic solutions, there are things you can do to overcome the summer business slump. Here are 5 tips for getting more from your summer marketing strategy.

#1: Work with what you’ve got

If you had a summer marketing strategy last year, figure out what worked and what didn’t. As yourself questions like:

  • How engaged were your customers with your social media campaigns?
  • Did you have good follow through and brand recall after events and sponsorship opportunities?
  • What was general customer sentiment?

Make sure you’re building metrics into your strategies so you can track your successes. You can recycle strategies and tactics that worked well but find a creative way to keep it fresh for the upcoming summer. And you can avoid the things that just didn’t work.

#2: Try something new

If you didn’t have a summer marketing strategy last year, or perhaps it just didn’t work well overall, or maybe you are just adventurous, you might just want to try something new this year. Summer is a great time to step out of your comfort zone but remember that anything you choose to do should fit with what your audience would want. There is no reason to try something new unless you think it will bring positive results.

#3: Connect with the community

There is so much community activity in the summer you should really focus on building experiences rather than sales tactics. Whether you look at sponsorship opportunities for sports teams or community events, or even creating your own event, find ways to connect on a more personal level to build solid relationships that will continue throughout the rest of the year.

The idea is that you need to focus on brand recall through positive interactions rather than a hard sales technique. Just have fun with your marketing. Your target audience will respond will to it.

#4: Focus “snackable” content

People generally have less time to consume content in the summer, so you have to really grab their attention with quick and easy to digest content. A great way to do that is to focus more on visual content for your digital channels. Think snackable content with lots of images or even video or audio.

You can easily do this by doing things like:

  • Posting more images on social media with shorter captions, or even memes with no captions;
  • Doing vlogs (video blogs) instead of written blogs;
  • Do How To blogs that take you through step by step with images and less words;
  • Start a podcast; or
  • Create downloadable content so it can be consumed offline (at the cottage!).

#5: Pick a theme for your summer strategy

Get your audience invested in your summer marketing strategy by picking a theme that they can follow. If you pick a theme and tell a story around it using tactics that build on each other throughout the summer, you can create forward momentum even at a time of year that is normally slow.

Summer doesn’t have to be a tough time for your business, you just have to be proactive in creating a summer strategy that makes sense.

 

Candace Huntly is Founding Partner at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in business intelligence, marketing & branding, content strategy & development, media & influencer relations, and social media. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.

Connect with Candace

Check out our Brand and Business Strategy Package to set you up for business success!

A version of this article was originally posted to the SongBird Marketing Communications blog.

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5 Common Social Media Mistakes

While social media has become an important marketing tool, so many brands forget that it should be a social tool first and foremost. It’s a chance for brands to connect with their target audiences.

Low social media engagement can be frustrating. But, before you get too frustrated and throw in the towel, have a look at some of the most common mistakes brands make on social media to see if you can turn things around.

Here are 5 mistakes you might be making on social media.

#1: You’re too focused on the sale

If you are constantly talking about yourself through a continuous hard sell of your products/services, your target audience will quickly lose interest. It’s not very authentic – or interesting – if all you do is talk about yourself!

To avoid making this mistake, develop your content strategy with audience engagement in mind. If you set out to connect with people, you will find that your loyal brand community will grow. Two things to consider are:

  • User-generated content where you post content that your audience submits.
  • Curated content from third party sources acknowledges other viewpoints.

#2: Ignoring the comment section

In spite of the fact that studies show that 70% of people are more likely to stick with a brand if they respond on social media (and not with a copy and paste response!), brands ignore a staggering 89% of inquiries on social media. As a small business owner, you are probably trying to run your business and your marketing on your own. It can be easy to let things slip through the cracks, but you don’t want to lose customers.

Social media is all about connection and dialogue. Whether on purpose or not, you should never leave a comment unanswered. If you’re having trouble keeping on top of it, schedule 15 minutes every day to sit down with your online community and answer any questions or comments.

#3: Not providing value

If you are just posting for the sake of posting, you are likely just adding to the wall of noise that social media has become. It’s likely not going to attract the audience you had intended – if you attract anyone at all!

Remember, you are on social media for the benefit of your customers, which means you should be posting about things they want to hear about. Keep up on the trends within your industry and listen for questions that come up frequently about your products/services. You might even try asking your followers what they want to hear about.

#4: Focusing on size, not quality

The number of followers you have means nothing if they aren’t converting into customers and if your overall engagement is low. More isn’t always better. If your goal is merely to gain more followers on social media, you’re doing it wrong.

Instead, focus on building a community. If you have a highly engaged community on social media, it’s not going to matter as much if the number fluctuates a bit. You will notice an upward steady growth trend in your following, your engagement, and your revenues.

#5: Wrong place, wrong time

You set up your social media platforms based on their popularity and you are putting out content regularly, but the strategy just isn’t getting any traction… at all. Have you considered that your target audience doesn’t use the platforms you chose? If your target audience isn’t on a specific platform, why are you?

Do your research before starting any marketing strategy. In terms of your social media, figure out on which platforms your target audience uses.

As you are building or trouble-shooting your social media strategy, keep these common mistakes in the back of your mind. Remember that you should be having fun with your social media strategy because it is all about building a brand community of people.

 

Candace Huntly is Founding Partner at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in business intelligence, marketing & branding, content strategy & development, media & influencer relations, and social media. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.

Connect with Candace

Check out our Social Media Starter Kit to help you get started on Social Media!

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2019 Marketing Strategy Planning Checklist

It’s year end. While for many that means a bit of a holiday break between Christmas and New Year’s as well as an end to the fiscal year, not enough business owners think about what it means for their marketing strategy. Year end is a great time for you to figure out what worked and what didn’t so you can set yourself up for success in 2019.

Here is a planning checklist to help you get your marketing strategy in order for 2019:

  • Market analysis: Start by identifying any trends that are driving growth in your industry. This will ensure you are keeping up with how your industry is shifting. Once you have identified how the industry is shifting, figure out what your competitors are up to with their marketing strategies and how your audience is responding to them.
  • Audit your brand: While you don’t need to go through a rebrand every year, you do need to make sure that your brand message is still relevant to your audience. It could be that you have changed your focus since the beginning of last year to follow industry trends, or perhaps you shifted your focus to cater to your audience’s changing needs.
  • Define your marketing goals: Before setting your goals for 2019, you need to identify whether you achieved your goals from last year. It’s the idea that you need to look back before looking forward. If you didn’t achieve your goals, figure out why and set more achievable goals for the upcoming year. If you did achieve your goals, make sure you are pushing yourself to go further in 2019. And remember to make your goals measurable so you can figure out when you are successful.
  • Set metrics: Once you have defined your marketing goals, you need to figure out how you will measure your success. If your goals were measurable, it’s a matter of selecting the appropriate metrics to track along the way. You also need to figure out how often you will prepare reports to measure your progress. At the very least, you should track your metrics once per month. If you are running an important tactic or trying something new, it might be good to do weekly check-ins.
  • Choose your tactics: Figure out how you will reach your target audience in 2019. It could be through things that are already in place, but perhaps you want to try something new. At this stage, think beyond your budget. You can include things on here that might be out of your budget now, but could be considered as future options.
  • Set your budget: Were you on budget in 2018? Perhaps there were things that cost more than you thought they would? Now that you can figure out the answers to those questions you can set your budget for your 2019 marketing strategy. Knowing what your goals are you should be able to pinpoint if there are areas you want to increase your spending. It’s important to be realistic about your marketing budget so you don’t spread yourself too thin, but you also want to give yourself enough of a budget to invest so you can achieve results that will allow you to grow.
  • Set your timeline: Prioritize your chosen tactics and select those that you can both afford to do and have time to do this year. Then create a timeline for the year of when you will use your chosen tactics. Basically, this is a snapshot of your overall marketing plan for the year.
  • Set milestones: Now that you have your overall plan in place and the timing of your marketing tactics, set smaller checkpoints along the way. This will help to keep you on track throughout the year. It will also indicate the steps needed to help you achieve your marketing goals.
  • Create your content strategy: Before developing a content strategy, you need to figure out how much you can handle. The idea is that you want to be consistent with the content you are putting out there. Your audience will come to expect certain things from you. Create an editorial calendar for your blogging and set up scheduling for your social media content.
  • Update your website: Year end is a great time for a content refresh on your website, especially if you have tweaked your brand messaging at all. You can also review the design of your website to make sure it is not out of date. It might just be time for a redesign!

A new year is a chance for you to start fresh for your marketing strategy, but you want to make sure you are starting off on the right foot.

Candace Huntly is Founder and Partner at SongBird Marketing Communications, an award-winning agency working to take company and expert brands to the next level. With a passion for all things related to creativity and strategy, she specializes in business intelligence, marketing & branding, content strategy & development, media & influencer relations, and social media. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.

Connect with Candace

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Four ways to beat content marketing overwhelm

For many small business owners, trying to keep up with content marketing and social media as ways to grow business is a lesson in overwhelm that happens on a regular basis! It’s time for an intervention! There are a few simple steps you can take to break through the overwhelm and get content marketing working for you. Let’s look at a few (4) of those now:

Identify your goal

What are your goals for you content marketing? Having a goal of making more sales is way too broad and will lead to a sense of overwhelm. Instead, break that broad goal down into specific, measurable goals such as turning leads into customers or driving traffic to your website.

Get a strategy

It’s easy to fall into spending too many hours creating and posting content with no plan or strategy in place. For your content marketing to work well and to return the results you want and need, a solid strategy is required. Never create content for the sake of creating content – always have a strategy. Take the time to plan this important step.

Once you’ve identified who you are trying to reach, where they spend time online, what types of content they like and respond to and what you want them to do with it (like, share, join your mailing list, buy your product…) you’ll be able to design a strategy for meeting your marketing goals.

Make sure to gather leads

You’ve heard the one where social media has killed off email? Not so much. In fact, that’s simply not true.  Social media is great to build and strengthen relationships but aim to entice your followers to join your mailing list, as well. Not only does this make good business sense but it will also fight those feelings of overwhelm because your email list is an asset you own. Those frequent changes made by social media have no impact on your email list and nobody can take that away from you (as long as you regularly back up your data).

Outsource what you can

Before you think about outsourcing, it’s essential that you work out your strategy and goals beforehand. If you don’t you could end up paying someone to do work that has no benefit to your business. You can avoid this once you know exactly what needs to be done and how you’ll measure your results, you’ll find some tasks that would be better done by someone other than you. We know that overwhelm can be the result of too much work, but it can also come from trying to do work that isn’t using your strengths when you could be doing great work elsewhere.

Now take some time to look at your own content marketing – which areas could you work on to break through your sense of overwhelm?

 

Barbara Jemmott is the founder and business strategist at Your Entrepreneurial Spirit. Her 4-point YES to Customer Acquisition Program (C.A.P.) allows her to work her passion which is helping entrepreneurial women grow their audiences and income, online. She got here through her 20+ years of experience helping businesses understand and implement systems, strategies and procedures to increase productivity as well implement change and streamline operations. With experience and responsibilities to design, develop and deliver training for small to large technology training initiatives for Fortune 100 companies, she brings “Big Business” expertise to the small business space. Learn more about Your Entrepreneurial Spirit and the YES to Customer Acquisition Program at www.yourentrepreneurialspirit.com

Easy Summer Marketing Cheat Sheet

Now that the weather has us all hoping that the sunny, warm days will stay, you have some decisions to make when it comes to your summer marketing strategy. While it might be tempting to slow things down for the summer in favour of vacation time because “business slows down anyways,” you should consider kicking things up a notch for the summer or at least maintaining the momentum you have already built throughout the year. I could give you a million reasons why keeping up with your marketing is important throughout the summer months, but you can check out my top 5 reasons here.

What I want to focus on is how you can make the most of your summer marketing strategy by following this cheat sheet as you build out your strategy over the next month or so.

Here is an easy cheat sheet for your summer marketing strategy building – all of the nitty gritty details that you can check off your list on your way to success.

  • Status check: Figure out what you’re currently doing that is working and the things that just aren’t. Create a spreadsheet where you can list your metrics for success for each marketing tactic you have tried in 2018. Once you have it written down it makes it easier to see the big picture.
  • Review your goals/objectives: What were you looking to accomplish when you started your current strategy and how does it relate to your results? Did you reach your goals? If not, what held you back? Have your business priorities shifted?
  • Look ahead: What big announcements/milestones do you have coming up for the second half of the year?
  • What’s trending in your industry: Do an audit of social conversations, pop culture, and other channels to figure out what’s trending in your industry (and for your audience as a whole). How do these topics relate to your brand?
  • Identify unique summer opportunities: There are a lot of events and social activities that go on in the summer. List potential opportunities for you to get involved as a brand and/or organization. Some things to consider are: Partner with a non-competing business to offer summer promos that sweeten the deal; or get involved as a sponsor for a summer event to get your brand in front of your target audience. These types of opportunities are a great way to generate buzz in the media.
  • What’s on your wish list: Are there any marketing tactics that you haven’t ever implemented but you wish you could? For example: video marketing; experiential marketing; mobile tactics; etc.
  • Set your budget: Carve out a budget for summer-specific marketing initiatives – be realisitic.
  • Write it down: Build a document that outlines everything you are going to do this summer when it comes to your marketing. This includes tactics you are continuing from the first half of the year as well as anything new you want to try.
  • Identify milestones: Once you have decided on what you are doing, figure out when you will implement everything.
  • Think beyond summer: You should look to build momentum beyond your summer marketing strategy. Look at summer as a jumping off point for future success in the year.

Summer marketing doesn’t have to be expensive, and it shouldn’t be ignored. Shake off that sudden urge to slow down when it gets hot and sunny and use the summer to your advantage.

 

Candace Huntly is Founder and Partner at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in business intelligence, marketing & branding, content strategy & development, media & influencer relations, and social media. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.

Connect with Candace

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4 steps to changing up your marketing strategy for the better

Have you hit a plateau in your marketing efforts? You’re definitely not growing your business. Or maybe your business is falling short of your competitors and they are squeezing you out of the market. Whatever the case, it’s time for a marketing strategy change. Changing things up shouldn’t happen on a whim, and it should be a slow and steady process that you work through, otherwise you will likely find yourself in the same place six months from now, needing another big change.

The need for a marketing strategy change can be triggered by a number of different factors such as industry developments, audience needs, market trends, a change in service offerings, etc. As a business owner, you should be reviewing your marketing strategy at least on a quarterly basis to make sure you are staying on top of things.

Step 1: Identify gaps

Gaps are where there is a need that is not being met. You might be surprised at what you are missing if you aren’t listening intently to your audience. Here are some common gaps:

  • Lack of customer engagement
  • Slow customer service response times
  • Lack of product education
  • Missing skill set on your team to get the job done
  • Misaligned strategy and goals

Be honest with yourself about what is working and what isn’t. It makes it easier to identify these areas if you look at the data related to all aspects of your marketing. These are some common data touch points:

  • Social media engagement
  • Website traffic
  • Conversion rate (those who go from browsing to a sale)

Once you have identified where your marketing gaps are, figure out the solutions necessary to fill those gaps and let that be the foundation of your new marketing strategy.

Step 2: Set objectives

Your marketing strategy should fit within the bigger picture of your overall business strategy. Set your marketing objectives with this in mind so your marketing strategy will help you achieve your overall business objectives.

As you are setting your marketing strategy objectives, make sure that they are quantifiable, so you can measure your progress. You should also identify both short-term and long-term objectives.

Step 3: Set milestones

After setting both short-term and long-term objectives as well as identifying your tactical changes to your marketing strategy, build out a timeline to help you implement and track your success. You can always tweak the timeline as necessary, but it will keep you and your team on track. Be sure to include things like major deliverables, growth targets, and strategic decision deadlines.

Step 4: Execute and let it breathe

The hardest part about starting something new is waiting to see if it will work after you set it in motion. Depending on your goals (short-term vs. long-term), your strategy can take up to 6 months to see full results. Adjust your expectations and don’t start messing with your new strategy unless you know something isn’t working. In these cases, make sure you figure out why it isn’t working before creating a solution.

If you are ready to change up your marketing strategy, it’s important to realize that you likely have a good base to work from already. Don’t throw out your current marketing strategy, figure out how you can tweak it or build on it to make it better.

Candace Huntly is Founder and Partner at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in business intelligence, marketing & branding, content strategy & development, media & influencer relations, and social media. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.

Connect with Candace

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5 Big Marketing Mistakes for Small Business

As a small business owner, you need to make sure that you are using your resources in the best way possible. It can be easy to let things fall through the cracks, but you need to make sure that your marketing strategy is on track otherwise, it will be hard for you to succeed.

Here are six big marketing mistakes many small business owners make, whether they are just starting out or they have been in a business for a while and have hit a plateau in growth.

Targeting too broad an audience

As a small business owner, if your audience is too broad you will find that you go through your budget quickly and you won’t see great results because you are trying to reach too many people. Instead, conquer your audiences one niche at a time and let your reputation spread organically. If you do it right, your loyal customers will do your marketing for you. Focus on more grassroots and targeted initiatives to stretch your budget while getting bigger results. For example, you could run an influencer campaign to reach a small group of bloggers or other “celebrity” type influencers who will share your brand story with their audience. This helps you to amplify your marketing message while only marketing directly to a smaller group.

Not knowing where you fit into the competitive landscape

I have run into countless business owners (or those at the idea stage) that truly believe that they are the only one out there selling their product or service. While that might be true, chances are, you’re not first to the market with a product or service that is similar. And just because a company isn’t offering the exact same thing as you doesn’t mean that their similar product doesn’t have some of the same benefits. They may not be a direct competitor, but they are a competitor. Do your research before launching your business to see what else is out there that is similar. To ensure that you stay on top of industry developments, you should be constantly looking for new players in your market to see where your product fits into the industry and why your customers and target audience should buy what you are selling over your competitors.

No big picture strategy

Your marketing strategy needs to be carefully planned out in advance so you can see how all of the elements fit together. You can set yourself up for success better if your marketing objectives tie directly into your business objectives. Develop detailed timelines for each tactic you are looking to implement over the next year and set milestones to measure your success by. Keep in mind that this doesn’t have to be a rigid planning document. You can adjust your timelines and the overall strategy as you go as needed. But it will act as a guide to keep your marketing strategy moving in the right direction.

Not starting early enough

A common mistake many small business owners make is not starting early enough. This has to do with both planning and marketing for specific initiatives. Unless you have an unlimited budget that will allow for you to create a massive spectacle that can’t be missed (ie. Public stunts in multiple cities, or one major public stunt that is larger than life) you want to make sure people know what’s coming so they can get excited for it and start helping you build buzz. For example, if you are planning your product launch for September, you need to start planning in detail in June (at least!) and start talking about it publicly – even as a teaser at least a month in advance. Another example would be if you plan to run a holiday gift guide campaign where you intend to be included in media gift guides. For certain media, you need to start that in August.

If you are bringing in a third party to execute your strategy (like an agency), bring them in at the beginning and figure out the best timeline for success. You might think you are saving money by bringing them in later, but in reality, you are just cutting your success short.

Starting out free gets your name out there

This is a highly discussed topic. Sometimes people think that giving away your products/services for free in the beginning will mean that you will gain more exposure. While you might get more exposure, it’s not generally the kind you should be looking for because you are severely undervaluing yourself. In many cases, once people get something for free, they will continue to expect free, which doesn’t help you in growing your revenues. The first thing I tell brands/experts is to stop working for free just for exposure.

The only time giving your product/services away for free is acceptable is if it is part of a larger media strategy where you will get third party reviews from credible sources. This type of exposure can be very helpful in amplifying your brand message because you are tapping into their networks and building trust. It is also ok to choose a small test group of customers at the beginning for market research to get feedback on your product/service, but it should end there. Giving severe discounts and freebies to everyone in the beginning is going to make it difficult to start charging what you’re actually worth.

 

Candace Huntly is Founder and Partner at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in business intelligence, marketing & branding, content strategy & development, media & influencer relations, and social media. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.

Connect with Candace

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