We will cover an important concept that allows you to make better business decisions so you can be a good steward of your finances and achieve your dreams through effective marketing.
In the last post we covered the Three Pillars of Marketing concept developed over the last four years by my partners and I at Boss Women Rock. You can learn more about it in detail on the previous post, so go back and check it out if you’d like to know more.
The Three Pillars Include Branding, Tools, and Marketing
Working with business owners, we began to see a pattern emerging over time. That pattern was that most businesses were failing because the owner did not have a plan for marketing. They were winging it so to speak. The three pillars of marketing was our way of explaining a very simple process for ensuring marketing success.
We were inspired to create The Three Pillars of Marketing approach because a lot of business owners would come to us and say that they needed one thing when in reality, upon close examination of the sales and buying process of their customer, client, or patient they really needed something else entirely.
Importance of Mapping Out Your Plan
In order to know what you need to spread your message and accomplish your goals, you need to map out the experience that your audience has with you and every touch point along that journey.
The first impressions they have with you will be reflected in your brand so ask yourself,
When they visit your website and social media channels, is the branding consistent?
Is your branding of a high quality and professionally done?
Also when they take the next step to making a buying decision, what is that process like for them? The goal is to meet them where they are. Bring your message to them. It’s important for you to know what social media platforms they use, what media they watch, and how they consume information. For instance, do they prefer watching video over reading?
To get started on this process, you simply need to map out the exact experience from the customer standpoint and review your current tools based on their point of view.
See which items need to be replaced, which items need to be upgraded, and which new tools you may need.
Once you understand that then you can build the necessary tools. You will build platforms and systems that provide a great experience for them which in turn improves your return on investment.
Next is the marketing. The main question to answer here is: How can you provide massive amounts of value by providing informative and entertaining content?
The Shift in Marketing
There is a shift taking place in business today. People do not want to be sold to in the traditional ways of advertising. But they do want solutions to their problems. To provide value and attract your ideal clients in the new economy, think creatively about how you can engage your audience. Perhaps a podcast would use your talents, or write a book, start a blog, create a video series or host an event. Get your message out. Build community. Start a movement. Make a difference.
Why am I Telling You This?
Let me share a short story with you that demonstrates the power of providing valuable content.
I’ve been doing a lot of speaking this year. I am speaking at live events, on webinars, and even here on the podcast. By shifting my focus into sharing insights and providing value, my message has begun to attract a group of like-minded professionals who are making an impact in their industries and on the world too. We’ve created a community both online and in-person lifting each other up and working toward our goals. This community is instrumental in my personal and business growth.
By taking the time to really think about how I could best serve as a communicator of ideas and facilitator of community, I’ve received new opportunities and blessings in my business and life.
Shifting Your Mindset
Now, there is a mindset shift that needs to happen in order for this to work and it’s basically the principle of giving in order to gain. Give value to them in the way in which they want to receive it.
From the book, Go-Giver, the authors Bob Burg and John David Mann say, “Your true worth is determined by how much more you give in value than you take in payment.”