Warning: The following strategies—when applied correctly—have been known to induce symptoms of extreme relief among potential customers and a flurry of excitement from the media. Proceed at your own risk 😉
Ever wanted something baaaaad?
Like—hot fudge brownies after a juice cleanse, Olivia and Fitz in an empty room on Scandal—bad?
Well if that thing is a massively successful online business (where ideal clients are lining up to work with you, glossy magazines and major publications can’t wait to feature you, and you’re making a high income consistently), you need to invest time into marketing.
Don’t know where to start?
Pour yourself a glass of champagne, slip into something deliciously comfortable and let’s dig in.
1. Get Clear about your marketing goals.
As David Campbell observed, “If you don’t know where you’re going, you’ll probably end up somewhere else.” And nothing could be truer when it comes to your online marketing efforts.
Before your fingers hit the keyboard, it’s crucial to determine how you want to feel in your business, and the core actions you want your clients to take when they engage with you online.
Do you want them to make purchases?
Subscribe to your e-newsletter?
Share or comment on blog posts?
Follow and engage with you on social media?
All of the above?
Clear goals lead to clear marketing materials (websites, blog posts, e-newsletters, etc.), which guide users down a pre-defined path, reduce the chance of confusion, and increase overall client satisfaction rates with your brand. As an added bonus, starting out with clear objectives allows you to more effectively measure your success down the road.
2. Know your ideal client well (as well as you know your Starbucks order, BFF, or lyrics to the latest Taylor Swift song!)
Once you’ve determined the core goals of your online marketing efforts, it’s vitally important that you understand WHO you’re trying to reach. Go beyond basic demographics and get to know your target customer on an intimate level.
What does she want more than anything else in the world?
What keeps her up at night?
What’s her biggest fear and/or pain point as it relates to your business (and how does what you offer help)?
Where does she hang out?
What types of media does she consume?
How does she spend a typical Saturday, Sunday and Monday?
The more nuanced picture you have of your ideal client, the easier it will be to speak directly to her, tell stories she can appreciate + relate to, and ensure all of her interactions with your brand feel like talking to a close friend (because people ultimately hire people they like and trust).
3. Be trendy!
Keep up with pop culture, current events, and holidays and find creative ways to tie your offerings into what people are already talking about. Your content will receive MUCH more engagement and you will be 10x as likely to get press coverage (it’s way easier to join an existing conversation–and offer your unique spin–than start one from scratch).
What are 5 topics people are buzzing about right now?
How can you tie those trends to what you offer and the wants and needs of your ideal client?
4. Get visual.
When it comes to online marketing, an image is worth a thousand words (or in the case of social media, likes). Creating captivating + highly shareable images that include information relevant to your brand (such as attention-grabbing quotes or statistics) is marketing gold.
To begin creating beautiful images, invest in a professional photo shoot to capture the look and feel of your brand. You can also share inspirational quotes and tips related to your unique offering. Be sure to incorporate your logo, URL and branded hashtag into each image and post to popular visually-oriented social networks like Pinterest and Instagram.
While having a professional designer create your images is ideal, you can also go the DIY route with decent results by using online image-editing tools like PicMonkey and Canva, or apps like Wordswag and A Beautiful Mess.
5. Pitch like a pro.
Getting your writing published or your business featured in the media is a great way to build credibility and reach new audiences. But it’s important to go about PR the right way. First and foremost, when you pitch a journalist, do your homework! Avoid overly generic or long-winded emails. Instead take a look at what they usually write about and how you could offer a unique spin. Keep all communications short and to the point.
Also, it’s a good idea to start with smaller local publications and slowly build up to bigger outlets as you grow your brand and following. Tools like HARO (Help a Reporter Out) can be helpful as well. And don’t be afraid to follow up! Many journalists receive hundreds of pitches a day, so if you haven’t heard back in a few weeks it’s completely OK to send a short + polite follow up email.
Annnnnd that’s a wrap.
Hopefully, after reading + implementing these strategies you (in the words of her highness Olivia Pope) are well on your way to having your online marketing “handled”. If you want to take it up another notch and get high-level mentoring and support (you “A” player you) drop me a line at Rebecca@Thepursuitoffabulous.com to set up a free 20-minute discovery call.