Marketing Strategy Made Simple

It's week six of the "Foundations" series! Wow, I can believe we're already at the end of the first series on this blog! I will undoubtedly have other topics to include here over time, but I feel like we've covered the absolute basics that you need to begin, or get back on track with, your marketing and communications. With these things as your foundation, you're in a really good place to start building, creating, and planning.

Speaking of planning, today's tip is all about strategy. I think a lot of small, cause-focused organizations get confused or tripped up on their marketing and communications because they don't have a strategy in place.

IT'S HARD TO BEGIN IF YOU DON'T KNOW WHERE YOU'RE GOING TO END.

The good news is that you don't need a dedicated, full-time marketing employee to create a strategy. You will, however, need advanced time and thought. It's a matter of putting in the work ahead of time knowing that it will reward you later.

HAVING A STRATEGY SIMPLY GIVES YOU DIRECTION.

Here's an example. Like you, I wear a lot of hats. And one of those is new business owner. The last few months have been FILLED with decisions, and at times, that was overwhelming to say the least. I'd been writing blog ideas in Evernote when they came to me, but it was just a list of bullet points in no particular order.

Then came the creation of this website, and with that, the writing of it. So, I put off writing the first blog post because I already knew it would have an introductory focus. Past that, I was too in the weeds to consider anything else. But I also knew I wanted to have several blog posts up when the site went live. Again, other things seemed to take priority. Because, you know, there are ALWAYS immediate needs fighting for control of your time.

Soon after, I reached a decision point. I really needed to start adding other blog posts because the site was about to go live, but hadn't made any progress on what the topics would be. But I thought that I had a great list to choose from, and I'd just pick a few important topics to roll with as needed.

And then, ladies and gentlemen, I remembered that I was a marketer . . . 

Um, hello!

That was completely the wrong approach, and I would do us both a disservice if I just winged it. So, I stopped, took a deep breath, moved to a quiet location, and started putting together my content calendar. This action gave the blog and social media a strategy.

Yes, it took time I didn't think I had. No, it wasn't easy, even for someone who's more used to marketing than you may be. Yes, it was totally worth it.

By taking the time to start creating my content calendar for my blog and social media, I feel more prepared each week to tackle what's ahead. I know how every piece builds on each other, or what I'm pointing you to in order to better help you shape and share your message. And I understand that when I have a strategy in place, I'm best utilizing both my time and yours. 

IMPLEMENTING A STRATEGY GIVES EVERY DAY FOCUS AND PURPOSE.

I know that most days, many of us feel like Indiana Jones being chased by that big boulder. We think that if we stop, even for a minute, we're going to get squashed. Some days, yes, that may be more true than others. But if we keep letting those immediate needs dictate our time, we'll never move into a more productive cycle. And that does ourselves, our cause, and our supporters a disservice.

It also means that our marketing and communications efforts will always be reactive, never really going anywhere. That may not seem like a big deal to you, but it could mean stagnation (or loss) of sales or support, and that most certainly is a big deal to you.

I know people who have crazy detailed strategies for their marketing and communications. They have marketing plans and content calendars and detailed budgets and all the things. I want to be them when I grow up. And I'm working on it. But I'm still getting my legs under me as a new business owner, and it's going to take me a while to get there. If you think that's what you have to have too, and you find that discouraging, take heart. Start simply. Think about this month, or even just this week.

Set aside some time to put your strategy in place. If you can find an hour, make that a really productive hour focused on the very short-term. If you have a half day, think further out. If by some miracle you can find an entire day, think six months or a year out. But make this time intentional. Remove distractions. And after it's done, reap the benefits. I promise, you'll see them.

And if you need some assistance, I'd love to help. I get all kinds of giddy about helping people think through and create strategies. Nerdy, I know, but hey, we all have our gifts!

Additionally, I've created a sample content calendar that you can use for your planning. I'll talk more in-depth about a marketing plan soon!

Read the other posts in this series:

• My #1 Marketing Tip

• Expand Your Curiosity to Improve Your Marketing

• Get Organized

• Alexander Hamilton: Marketing and Communications Icon

• Know Your Audience

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PIN THIS POST FOR LATER:

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I'm Kristi Porter, and I started Signify to provide writing, consulting and strategy services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing and business communications. I believe that cause-focused organizations like yours are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.

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Know Your Audience

Not long ago, I was sitting in a meeting for a nonprofit's benefit dinner. We were brainstorming various ways to communicate the message for the evening, and make the big "ask" for donations. This was THE annual benefit dinner, so obviously, a lot of pressure was riding on how well this evening went.

There were a lot of smart people in the room. A lot of great ideas. And a whole lot of perspectives. 

So, how were we going to decide which idea to act on? 

I decided to ask a couple of questions that changed the conversation:

1. Who will be in the room?

2. How do they need to hear the information?

Turns out that this audience was actually a little different than the three previous years. This was the first benefit dinner in which a lot of new people would be in attendance. Previous years had included a lot of friends, family, and personal connections. This year, there were new partners, more sponsors, friends of friends, and a few others who were newly interested in this organization and their cause. So, they weren't as close to the issue as those who had come in the past. 

This meant they needed to be spoken to not as insiders, but as those who were just learning about the organization and its cause—because that's exactly who they were. 

And given the answer to the first question, how did they need to hear the information?

We actually decided to do this in a few different ways based on learning styles, attention spans, and wanting to spread information out over several hours to be less overwhelming. First, we had an interactive exhibit which brought the issues to life as people entered the doors. Second, we decided to include not only video testimonies, but also have the people in the videos there to meet attendees. Third, the founder and his son gave a compelling "ask," which included some background on how they started the organization as a family, and how it's grown. And finally, as they exited, those in attendance were given a keepsake and a handout with next steps.

All of these things wouldn't have been necessary if the audience had been filled with people who were already familiar with the organization and their mission. 

KNOWING YOUR AUDIENCE DETERMINES HOW YOU COMMUNICATE YOUR MESSAGE.

But, of course, before you get to your "how," you have to know your "who."

One of the most popular ways to know your audience is to develop a persona. That is, give your "who" a name. There are some marketers who get super detailed about their persona. They delve into every facet of this "person's" life—their spouse's name, the type of pet they own, what they wear on a Tuesday, their birthplace, etc. It sounds a little like coming up with an alias, which I kinda dig. Often, this are fictional personas that represent large groups of people. However, mine isn't that complicated. Maybe that's because I have two personas . . . which can likely lead a number of jokes about having multiple personalities.

But way back in blog post numero uno, I gave some background on why I started SIGNIFY, and who I started it for—my friends. So, because I speak to both for-profit and nonprofit organizations, I have two actual, real-life friends that represent each of those areas. Much of what I've been talking about on the blog has come from conversations with them, or people like them that I've met or helped along the way. That makes my audience persona(s) easy. I write and create content that I think they'd find helpful and useful.

WHEN YOU IDENTIFY OR CREATE A PERSON TO REPRESENT YOUR AUDIENCE, YOU CAN SPEAK TO ONE WHILE SPEAKING TO ALL—AND ACTUALLY BE HEARD.

You have a great message. I know that, and you know that. But do you understand who your audience is, and how they need to hear it?

The chief complaint I've heard about this process sounds something like this, "But our organization (or product, etc) appeals to everyone. Why should we narrow that down?"

In theory, it's a great question. You don't want to feel like you're eliminating anyone that could support or advance your cause. 

But it's actually quite short-sighted. There really isn't one thing that appeals to everyone. Not everyone shops at the same stores, eats at the same restaurants, buys the same phones, wears the same closes, donates to the same causes . . . you get the point. That's why we have variety. Otherwise, we'd only have a couple of options for each of those things, and we'd never be overwhelmed on Amazon again.

You can't speak to everyone. You need a message that's tailored to someone. When they read your website, or open your emails, or see you on social media, they need to feel a kinship with you. They need to relate to what you have to say. Giving them that kind of connection is what turns them into fans, or buyers, or donors.

WHEN YOU TALK TO YOUR AUDIENCE IN A WAY THAT COMMUNICATES YOU UNDERSTAND THEM, BOTH IN WHAT YOU SAY AND HOW YOU SAY IT, YOU CREATE A RELATIONSHIP. AND RELATIONSHIPS TURN FOLLOWERS INTO FANS.

This is a process that grows and gets shaped over time. And the good news is that if something isn't effective, you can always try again!

I've created a resource for you to continue working through your "who" and "how."

Let me know how it goes!

Read the other posts in this series:

• My #1 Marketing Tip

• Expand Your Curiosity to Improve Your Marketing

• Alexander Hamilton: Marketing and Communications Icon

• Get Organized

• Strategy Made Simple

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PIN THIS POST FOR LATER:

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I'm Kristi Porter, and I started Signify to provide writing, consulting and strategy services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing and business communications. I believe that cause-focused organizations like yours are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.

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Alexander Hamilton: Marketing and Communications Icon

As I write this post, I'm sitting in a fantastic restaurant in Washington, D.C., called Farmers & Distillers. It's definitely a menu that induces creativity! Check out the Founding Farmers restaurant group next time you're in D.C.! It's yummy! 

Anywho, welcome to week four of the "Foundations" series. I'd like to discuss communications, and D.C. seems like a fitting place to chat about both foundations and communication.

Image Credit: TheFederalist.com

SPECIFICALLY, I'D LIKE YOU TO COMMUNICATE BETTER.

Like thousands of other people, I'm currently obsessed with the musical, Hamilton. It's pure genius. I've been listening to the soundtrack over and over, and it seems to still play on repeat in my head long after I get out of my car. 

One of the things I've realized through diligent "study" of the musical, watching the PBS Special, reading a book about the Founding Fathers, absorbing A. Ham's Wikipedia page, visiting relevant D.C. museums, and my current stay at The Hamilton Crown Plaza (which is actually just a coincidence because I had points here), is that Alexander Hamilton was a true marketing and communications pro. He was BRILLIANT at it. 

Communication, whether it's to your internal team or your external audience is vitally important. That's not a revolutionary statement (pun intended). In fact, I'm sure you'd agree. But how well do you actually feel like you communicate to those groups?

GOOD COMMUNICATION COULD MEAN THE DIFFERENCE BETWEEN HAVING BOTH INTERNAL AND EXTERNAL SUPPORT—AND NOT HAVING EITHER.

Examples of internal support might be getting your project off the ground, receiving a promotion, department harmony and team synergy. External support can include sales, donations, sponsors, partners, or volunteers. 

And you may think that to communicate better means that you need to write well or be articulate. But I believe it has more to do with two things: Frequency and content. Sure, writing well and being well-spoken are bonuses, but I think I can argue a strong case for frequency and content.

For example, I tend to over communicate, but I think that's a good thing. And, from what I'm told, so did my previous co-workers. Like any job, there's always a lot going on at the company, and it's super easy to lose track of what's happening. But in over-communicating, I tried to make sure that everyone was in the know with my marketing endeavors. I'm a words girl, so this mostly meant email for me. But this may also be the reason you hold regular team, department, or staff meetings. (Find what works for you.) I was the Event Marketing Director, and there was always an event going on—or about to go on! So, I regularly emailed staff about promotions, ways they could share the event on social media, questions they might get asked, and things like that. I tried to be proactive, and prioritized teams that would be directly effected. Without a doubt, I sent more staff emails than anyone else. But no one ever said stop. They only told me that they appreciated having the info and being up-to-date.

I gave them the information they needed (and wanted) in order to do their job better, and stay current with the event. I treated them like valuable insiders.

And, on the flip side, I made a huge effort to do that with the audience, specifically event attendees. Our annual conference had what felt like a million moving parts that guests needed to understand to enjoy their experience. So, I had an FAQ page on the website, a Facebook group for attendees, a network of bloggers to help spread the word, and a series of regular email blasts, to name a few efforts.

I gave them the information they needed (and wanted) in order to have a better experience, and stay current with the event. I treated them like valuable insiders.

And guess what? Staff members and attendees felt better equipped and more satisfied. (And event attendance steadily increased.)

Back to our friend, Alex. Yes, he possessed excellent writing skills and was a skilled orator, but he also understood that an important message had to be repeated. It had to sink in over time to gain traction. If you're familiar with The Federalist Papers, he and two others wrote a series of essays defending The Constitution, because this new legal doc had created a whole lot of controversy. Hard to imagine, isn't it? But one essay just wouldn't do. No, sir! They were originally supposed to write 25, but ended up writing 85! And Hamilton wrote by-and-large the majority of them. He kept coming up with new things to say, or repeating what he felt needed to be clarified or underscored. He did this to gain support from the public and other government officials for the document that would literally be the law of the land. These were published in print, of course, but I like to equate them to email marketing. ;) 

I realize that communicating seemingly small (or large) details on a regular basis might seem like a lot to remember. Without a doubt, you have a lot on your plate already. But believe me, it cuts work on the back end down, and might even improve internal and external relationships. So, put a sticky on your computer, a reoccurring entry in your day planner or a reminder on your phone. You want to get better at this, trust me.

COMMUNICATING FREQUENTLY ALSO HELPS ENSURE THAT YOU BECOME KNOWN AS THE EXPERT.

Think about it, if yours is the most consistent voice on any subject, people will come back to you when they need more info on that subject. And that is exactly what you want!

Even after working in communications for years, I still need to be better too. Siri reminds me of this constantly! I'm not sure if she thinks I have a lisp, or just slur my words, but we do not communicate well. (Apologies to anyone I've misdialed.)

And like you, I get busy too. I forget things. Or even worse, I think I've done a terrific job communicating, and I still find my audience confused. This happened a lot with the IT department. It's a different language you have to speak, after all. (Love to my IT guys and gals, but whew, I do not speak the language!)

PRACTICE MAKES PERFECT. IT'S A CLICHE FOR A REASON.

You're reading this blog because you want to improve your marketing and communications. You're also reading this blog because you have an important message to share. These two facts only highlight the need to communicate better.

So, what are you waiting for?

This week's homework is to assess your communications efforts, both internally and externally. Take a hard look, and give them a grade. If you have a team, go through it together. But you have to be able to spot the holes in order to fill them. This is where my spreadsheet friends will really excel! (Again, pun intended.) You may also consider sending out an anonymous survey.

And if you need an outside perspective, I'm here too. 

By the way, this is just one example of A. Hamilton, marketing and communications extraordinaire, but there are so many more lessons to draw from! In fact, I'm headed to NYC to see the musical next month, so I'm sure I'll have another one or two for you.

Do you have any wins or tips to share from your own experiences? I'd love to hear them!

PS: You can listen to the entire Hamilton soundtrack here, or watch the cast perform at the Tony's here. (Warning: You may become addicted too! Oh, and not suitable for the kiddies.)

PPS: A fun fact. A few years ago, they were considering replacing Hamilton with a woman on the $10 bill. But then the musical blew up, and he saved face, literally. ;) Told you I was obsessed! #10dollarfoundingfather

“Men give me credit for some genius. All the genius I have lies in this; when I have a subject in hand, I study it profoundly. Day and night it is before me. My mind becomes pervaded with it. Then the effort that I have made is what people are pleased to call the fruit of genius. It is the fruit of labor and thought.” - Alexander Hamilton

Read the other posts in this series:

• My #1 Marketing Tip

• Expand Your Curiosity to Improve Your Marketing

• Get Organized

• Know Your Audience

• Strategy Made Simple

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PIN THIS POST FOR LATER:

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I'm Kristi Porter, and I started Signify to provide writing, consulting and strategy services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing and business communications. I believe that cause-focused organizations like yours are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.

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Get Organized

It's week three of the "Foundations" series, and I just kicked someone in the gut with the title, "Get Organized."

Whether you formally resolved to do this in the New Year, or just made a mental note, I know this topic makes a lot of lists. But if you want to improve and increase your marketing and communications efforts, there's just no way around it.

YOU HAVE TO GET ORGANIZED. #sorrynotsorry

The first reason is for yourself. In order to do what you do well, you need a system that keeps you organized and on track. If you don't know where your files are, which marketing tasks you're supposed to be focused on this week, or have asked someone to email you a graphic three times, you won't make much of a dent in your To Do list. It will only get longer, and you'll find yourself more frustrated.

The second reason is for those you work with. They're begging you. You may not realize it, but you may be the bottleneck in your office, where good work goes to die . . . or at least takes an extended vacation. Even if you're a solopreneur like me, you still work with people (accountant, designers, contractors, etc). And even though us introverted types might sometimes want to work in a vacuum, that's largely a myth, unless you are some kind of unicorn who can do it all. (For the record, I am not.)

I'm not going to dictate any type of organizational system that works across the board. I just don't think that's out there. But I do think you need to find one that works for you. That could be paper and pen, stickies (digital or physical), a white board, online storage applications, or a variety of other options. You may even want to invest in one of those fancy day planners, because like the gym, it may mean more when you pay for it. Just find something that's easy for you to use and can become part of your routine. 

Here are a few of my favorites:

• Dropbox*

• Google Drive*

• Asana

• Evernote

• Acuity Scheduling

• Desktop folders

• Email folders

Did I just blow your mind? Nope, probably not. None of these should be shocking to you. They're all simple and readily available. But they work for me. If you try to hand me something on actual paper, I'll likely ask you to email it to me. I don't like keeping up with paper, but I can easily file it away on my computer. However, I know people who are the exact opposite, and that works for them.

I will also say that as easy as it sounds, I have worked with many of my clients just to get them organized so they can tackle their marketing and communications. It’s amazing what a difference it can make to your daily life, and I realize it’s sometimes more simple said than done. But you won’t regret the time you spent setting yourself up for success.

It's 2017, and the options for organization are limitless. Yes, it may take some time to find a system that works, or even dig yourself out from underneath the pile on your desk. But you need this. The people you work with need this. And you'll be a happier, more productive person when you get organized.

What's your favorite organizational tool?

* Please, for the love of all things, stop emailing files to people and wondering who has the current version. If you collaborate with people, these are a MUST for file sharing and storage.

Read the other posts in this series:

• My #1 Marketing Tip

• Expand Your Curiosity to Improve Your Marketing

• Alexander Hamilton: Marketing and Communications Icon

• Know Your Audience

• Strategy Made Simple

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PIN THIS POST FOR LATER:

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I'm Kristi Porter, and I started Signify to provide writing, consulting and strategy services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing and business communications. I believe that cause-focused organizations like yours are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.

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