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49: Creating a Better Marketing Roadmap

by Speakeasy Podcast Network
April 24th 2021

In today's episode, Rob gives a four-minute summary on how to best utilize marketing. He shares details on how to attract the right clients, how to create a consistent and engaging content strategy... More

What's happening friends? Rob Johnson here from Wayne media. I wanted to do a four-minute podcast. Really no intro, just a really simple guide. Four minutes to a better marketing for your business! So, I'm gonna start the clock and hopefully we come in under four minutes.
So, largely we consult with small to mid level companies. We take over their marketing strategy. We help them create content that is going to reach new individuals, whether it's videography, photography, podcasting.
So, really the first thing that you want to establish in your business is: one, what types of content you need to produce in order to attract the right clients. So, for example, let's say you're a remodeler and you really want to focus on getting high dollar clients. So, you want to use some of your existing content or some of your existing work.

You want to make sure that's shot really well, that you're talking about that in a professional manner, and that everything that you're really doing for your current marketing efforts is geared towards individuals that would be in that higher dollar demographic.
Once you have your content created, you want to establish what platforms you want to push that content out to, e.g. Facebook, LinkedIn, Instagram, Google Ads, Google my business. What's the best way that you're going to attract customers? For a higher dollar remodeler, I would recommend Google Ads. I'd recommend retargeting on Facebook and I also recommend LinkedIn ads, as linkedin for 2021 really is the sleeper social media platform that I believe most businesses are going to be gravitating towards for advertising by the end of the year. Just because of the value that's on that platform, the organic reach is better, the advertising analytics are much more detailed, it's really an effective thing.
So, the second thing is spinning up a content strategy that's consistent and keeps people engaged at a local level.

So this is where you say "Okay, how many times do we want to post per week? what do we want to focus on? and, what platforms do we want to post to?" So I would say Facebook, Instagram, LinkedIn and Google my business are really what I call the core four. They're kind of the necessities. That's where you need to be posting things to. And, Google my business again, really is that sleeper platform, in addition to LinkedIn because of the local value that it has in terms of local SEO. People don't really know that there's a local SEO feed that is tied into Google, where you can actually make posts, just like you would to Facebook or Instagram. Businesses aren't utilizing this. It's severely underutilized! I talk about it a lot on this podcast and, whenever I do any public speaking, I'd be sure to mention it to these businesses so they can take full advantage of it. But largely what you want to see is businesses posting on that platform once or twice per week, uploading photos, ensuring all the data on that particular platform is correct. So, there are just so many great tools and features and benefits that Google my business offers, apart from its stupid name, it works really well for the small business owner and you ought to take a look at it.

So now that you have your advertising strategy and your content strategy down, now you need to mark your ROI. So, what are your benefits going to be? What type of return are you expecting? And you might not know this right up front, but you can take an educated guess, and say, "Okay, we're going to spend $5,000 per month on advertising as a whole. We would like to get a three to one (3 to 1) ROI. So, we'd like to see $15,000 come out of this in the long run". And that's really what businesses need to mark towards. It's what is going to be a good ROI? And then, what tools are we going to use to get there? And don't be afraid to change. Don't be afraid to look at other platforms. Don't be afraid to pivot to other sources. If LinkedIn is performing better, shutdown Facebook ads. Shift over there. If Google Ads is performing better, don't be afraid to make a change and shift. Just make sure that you have the proper data, in order to do it the right way.
So, that is a marketing plan in four minutes. Really, I wanted to use this podcast as a way to reach out and effectively target more businesses in a way that they can know, well, here is a good starting point for marketing.

Here's what we ought to start doing and considering, and then they can go from there.
If you have any questions for us, It's waynemedia.com or if you're interested in podcasting services, which is a very very good tool for small businesses, speakeasynetwork.com, locations in Brighton, Michigan and Louisville, Kentucky. Thanks so much for listening or watching, depending on where you saw this! And I'll catch you in the next one. Take care.

49: Creating a Better Marketing Roadmap
49: Creating a Better Marketing Roadmap
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