Tips to Help You Create a Marketing Strategy You Can Actually Stick to
The word “strategy” is an intimidating one. Because it feels big. Because it feels like something you can’t do. Because it feels complicated. And while some people might want you to think putting together a marketing strategy for yourself is “above your pay grade,” it’s not. Rather, it’s something you should absolutely be doing as a business owner!
But when it comes to putting one together, I see a lot of people taking a more-is-better approach. More posts. More content creation. More money spent. More time blocked on the calendar. The reality? This sort of mindset is the exact opposite of what you should have because this approach doesn’t set you up for success—it actually creates a ton of pressure and overwhelm. Today, then, I wanted to share my top tips to help you create a marketing strategy you can actually stick to—one that doesn’t feel insurmountable and one that feels like it’s going to realistically get you where you want to go. Read on, take a deep breath, and get started with yours before booking season!
Start by taking stock of your resources
Real talk here—don’t lie to yourself and act as if you have all the time and resources to create the marketing strategy of all marketing strategies. Because the reality is, this is the biggest mistake people make, and it is one that gets made right out of the gate. So, step one to creating a marketing strategy you can actually stick to is understanding (realistically) how much time, money, and resources you have to execute it.
How much time on a weekly basis do you have to dedicate to marketing? Be honest
How much money do you have to invest in equipment, education or support from another human?
What assets or resources do you already have access to and can use?
Who do you know? Who in your network or on your team can you collaborate with?
Next up? Define your goals
Think of it this way—if you think you are training for a 5k and you show up on race day to find out that it’s a marathon, you are kind of screwed. The same goes for your marketing strategy. So, it’s time to define what your goals are so you can “train” for them.
Sit down and think about what you are trying to accomplish. Are you trying to increase the number of wedding leads you get? Are you looking to grow your audience? Are you trying to focus your brand identity? Looking to grow your brand? Some basic marketing goals you can set for yourself are:
Launch a new product or service
Make my brand more recognizable
Get better wedding leads
Increase sales and revenue
Do a better job with SEO
Book more clients
Pro-tip: A marketing goal is bigger-picture and more aspirational while a marketing objective gets more specific with numbers or deliverables. If you really want to set yourself up for success, define both.
Then set a realistic pace
Once you know what you have to work with and where you want to drive your business, the last key to making sure you can actually get it across the finish line is setting a pace you can maintain. To go back to our 5k/marathon example, it’s a terrible idea to try and sprint during a marathon (unless it’s the last 100 meters and the finish line is literally right in front of you—and even that is dangerous!). And it’s a terrible idea because you’ll run out of gas, basically putting yourself in a position where you have to drop out of the race.
Marketing your business is the same. It is a marathon you need to settle into. So, setting a pace that feels easy is the smartest thing you can do—because it means you can commit to it as well as sustain it! If after a while it feels too easy, speed it up!
Pro-tip: If you are wondering what pace is good to start at or work towards, my marketing cheat sheet for wedding pros will give you a good idea!
Feeling ready to create your own marketing strategy? Be sure to check out my marketing strategy deck and marketing plan desk pad—or better yet, create your marketing strategy in minutes with Enji! Both options will help you create and execute you plan—getting you closer to reaching all of your business goals.
