If you don’t know the answer to these 3 questions, it’s time to streamline your marketing:

  1. How many marketing tactics are you using right now?
  2. What are the goals of these tactics?
  3. Have you taken the time to evaluate if they are working?

Often solopreneurs begin and try many different marketing strategies without having a clear understanding of what they do and what they offer. Even solopreneurs who started their business with a plan can find themselves marketing with no rhyme or reason. This ad hoc approach is the biggest reason many business owners struggle with their marketing.

You try one marketing tactic, like Facebook, then you advertise in a magazine, then you send out an email to your list. None of it is organized, integrated or consistent with any type of plan. Better to aim for persistency and consistency because that’s the key to success.

Here’s how to streamline your marketing:

Identify Each of Your Tactics

Make a list of all of the marketing tactics you have implemented or tried in the past two years. For example, maybe you send out a regular newsletter or weekly emails and your database marketing is on track but, you’ve only tweeted twice in the past three months despite your amazing Twitter profile page.

And how about your other social media platforms like LinkedIn, FaceBook or Instagram and the like, what’s going on there?

Make notes next to each tactic. Identify:

  • Your goals for that tactic. What do you intend it to do? For example, Facebook posts may be designed to drive traffic to your free download.
  • The last time you used the tactic. For example, when was the last time you posted on your Facebook page?
  • Your analytics. How effective are your efforts? Do you know the results? If you haven’t been measuring, see if you can recreate statistics from past months. And if not, begin measuring and collect at least three months’ worth for the purpose of this evaluation.
  • Integration. How is each marketing tactic integrated with other tactics? For example, do you have “share on Facebook” button as well as your other social media platforms on your blog posts?

A spreadsheet may be the most useful tool for outlining and identifying all of this information. And if you don’t have answers for some of the questions and tactics, that is something to pay attention to. It’s another sign you need to streamline your marketing.

Create an Action and Analysis Plan

The next step is to look at all of the tactics you’re currently using and to create a streamlined action plan. My recommendation is you select only 2 Social Media platforms and get skilled at those rather than try to be everywhere. Remember persistency and consistency is the aim.

Start by identifying goals and then create a schedule for implementing each tactic. For example, “I will post new content on Facebook every Monday and Wednesday and spend 10 to 15 minutes every day sharing and commenting.”

Now create a plan to integrate your tactics. Prioritize and schedule based on those priorities.

You’ll also need to establish a system for reviewing the analytics on a regular basis to help maintain your newly streamlined marketing system. Once a month is often enough. Then, once you’ve streamlined your marketing, keep it that way by following through on your action plan while you continue to test and measure.

I know many business owners struggle to differentiate themselves in the market place and that’s not surprising as there’s so much competition out there. But it doesn’t have to be that hard either. Whether you’re just starting out and don’t have a business brand or you’re ready to up level your business brand there are some fundamentals you need to be across to ensure that you stand out with your own unique powerful brand.

You see, creating a business brand is one thing, but creating a powerful business brand is another. Every entrepreneur needs to be aware of the fundamentals involved in creating a business brand that will enable your service or product to not only succeed but to excel in the market.

Don’t be afraid of this process. Instead, try to enjoy building your brand by creating one that you can be proud of, that truly represents who you are and what you stand for and one that your customers will love.

Focus on the Business 

Before thinking of a brand, think first of your business. After all, the brand is merely a representation of your business. So, avoid focusing too much on developing an effective brand without giving attention to your business. Your brand must come as a result of your business, not the other way around.

The brand you develop depends on these 3 key factors:

1.    Nature of your business
2.    Type of service you offer
3.    Distinction from your competitors

Nature of Your Business 

One of the main purposes of creating a brand is to communicate to prospective clients is what your company does. Therefore, take time to evaluate the nature of your business and the distinct attributes and images it conveys to the market.

If possible, try to produce your brand according to the specific target market of your business. Is your business catering to doctors, six-figure female entrepreneurs or children? This will help establish the name and image for your business.

Once you increase awareness of your brand as a representation of your company’s products or services, only then can you expect to experience increased sales. Creating a powerful brand that will be easily remembered and distinct will enable you to create a loyal customer base who will continue to buy from you and refer you to others.

Type of Service You Offer

The elements surrounding a brand name—such as a logo, mission or vision statement, or color scheme—are just abstract concepts.

What establishes a brand as a concrete representation of your company and business is the promise of the experience that your customer has with your product or service. Therefore, you need to establish that relationship between your customer and the kind of service you bring to them.

The perceived value of your company is a vital formula that will produce a powerful business brand. It is not all about images, but includes delivering results to the emotional and physical needs of your customer.

Distinction from Competition

Although examining the type of brands that are utilised by your competitors will help you establish your own brand, you need to differentiate from them while exceeding them at the same time.

Distinction must not only arise from the business name or logo itself, but from the quality of service that you deliver and the outcomes your clients get. What can you offer that your competitors do not and cannot offer?

Then, incorporate that into the creation of your brand so you will easily be able to capture your clients’ attention and open them to the possibility of doing business with you over anybody else.

In a market that is flooded with other similar businesses, making yourself unique and distinct from others is one way to establish the reputation of your business. Couple that with a passion for delivering top-notch customer service and you are sure to establish a powerful business brand that will help your company achieve its goals.