Show Me The Marketing

Navigating the Quiet Times: Effective Strategies for Law Firms

hello@dinazaitman.com (Dina Zaitman) — Sun, 19 May 2024 14:29:39 GMT

Wondering how to maximise those quiet periods? Strengthen Your Law Firm’s Foundation.

In the ebbs and flows of running a small law firm, there are moments when the pace slows down, and the caseload lightens. While it might be tempting to see these quieter periods as a drawback, they actually offer a valuable opportunity to refocus and strengthen your firm's foundation. This is the perfect time to enhance your marketing efforts, ensuring you're ready to hit the ground running when business picks up again.

Here are some strategies that can hopefully help!

Embrace the Silver Lining

Firstly, it’s important to recognise that quiet periods can be a blessing in disguise. They allow you and your team to take a step back, evaluate your processes, and refine your strategies without the pressure of looming deadlines and client demands. For instance, you might find that your case management software could be more efficient, or that your client intake process needs a refresh. This is the perfect time to make these adjustments, which can lead to more robust periods of growth.

Create and Curate Engaging Content

One of the most effective tools at your disposal is the creation of high-quality, engaging content. Imagine you write a series of blog posts addressing common misconceptions about wills and estates. These posts not only inform but also help to establish your firm as a go-to resource in your specialty, enhancing your SEO in the process. You could also produce a downloadable guide on understanding property law, which could be promoted via email newsletters and social media, attracting potential clients to your website.

Foster Stronger Client Relationships

During quieter times, there’s a perfect chance to deepen relationships with existing clients. A simple action, like sending a personalised update or checking in to see if there have been any changes in their legal needs, can reinforce their confidence in choosing your firm. For example, if you helped a client with a business contract last year, you might check in to see if their business has grown and if they need any new agreements drafted. These small gestures make a significant impact, often leading to repeat business and referrals.

Enhance Your Online Presence

Take a moment to review your firm’s online presence. Is your website up-to-date and reflective of your current services and team? Are your social media profiles engaging and active? Use this time to make necessary updates and increase your engagement strategies online. For instance, you might update your LinkedIn profile with recent case studies or success stories, or revamp your website's blog section with fresh, relevant content. Regular posts and interactions on platforms like LinkedIn can significantly increase your visibility and attract new clients.

Expand Your Network

Networking might seem daunting, especially if you're juggling numerous responsibilities. However, engaging with your community and other professionals can open doors to new opportunities and partnerships. Consider this: attending just one local chamber of commerce event can lead to meeting potential new clients or learning about a community issue where your firm’s expertise could be invaluable. You might even offer to host a free legal advice session at a community centre, showcasing your firm's commitment to serving the local area.

Invest in Your Team

Your team's skills are your firm's assets. Encouraging continued professional development can bring immense value. Whether it's a seminar on the latest in property law or a workshop on client communication, enhancing your team’s expertise not only boosts morale but also elevates the service you provide to clients. You might also consider bringing in a guest speaker to discuss emerging trends in the legal industry, providing your team with insights that can be directly applied to their work.

Plan for the Future

Finally, use this quieter time to strategise for the future. Analyse what marketing strategies have worked in the past and identify areas for improvement. Setting clear, achievable goals for the coming months can guide your firm towards a more proactive and prepared stance. For example, you might decide to focus on expanding your reach in a specific legal niche or increasing your firm's presence at industry conferences.

Quiet periods don't have to spell uncertainty. Instead, view them as a strategic pause—moments to bolster your firm's marketing, deepen client relationships, and prepare meticulously for the future. By taking proactive steps today, you ensure your firm is not just ready but thriving when the busier times inevitably return. Remember, in the landscape of law, preparedness and visibility are your best allies.

Beyond the First Date: 5 Key Strategies for Building Lasting Client Relationships

hello@dinazaitman.com (Dina Zaitman) — Sat, 06 Apr 2024 05:26:57 GMT

Nurturing Loyalty and Trust for Long-Term Business Success

You ever go on a first date and think, "Well, that was fun, but I'll never see them again"? That's exactly how customers feel when businesses treat them like a one-hit wonder instead of the start of a beautiful friendship.

Some businesses are stuck in a loop of first dates without ever forming lasting connections. But that's not why you started your business, right? You're here for the long haul, to create relationships that stick around because let's face it, success isn't about a one-time sale. It's about clients who come back, again and again.

So, how do we switch from fleeting sales to lasting partnerships? Here are five down-to-earth ways to make sure your clients are in for the journey, not just a quick trip around the block.

1. Get to Know Them Really Well

Think of your favourite local barista who remembers just how you like your coffee. That's the kind of familiarity you want with your clients. What's keeping them up at night? What gets them excited? Get to know them like they're your new BFF. It's like being a detective, but instead of solving mysteries, you're unlocking what makes your clients tick.When you understand their world, you can tailor your services to fit them like a glove.

2. Keep the Chat Going

Imagine if a friend only called you when they needed something. Doesn't feel great, does it? Same goes for clients. Regular catch-ups, helpful tips through your emails or social posts, and just checking in for a friendly 'how's things?' keeps the bond strong and genuine.

3. Surprise Them (In a Good Way)

Always aim to give them a little more than they expect. It could be a tip, a freebie, or just exceptional service. When you deliver more than what they were expecting, it's like finding an extra choccy biscuit at the bottom of the tin. Who doesn't love that? When you go the extra mile, they remember it and tell their friends about this amazing person they're doing business with.

4. Feedback is Your New Comedy Gold

Great relationships are a two-way street. Ask them what they think and then really tune in. Plus, acting on feedback shows you're serious about giving them what they want and need.

5. Stick With Them Through Thick and Thin

Life throws curveballs, and sometimes your client will be on the receiving end. If you can offer support, solutions, or even just a virtual cuppa when things are rough – you'll be more than just a fair-weather friend.

At the end of the day, chuck the idea of a business fling out the window. What you want is a full-blown rom-com-worthy relationship with your clients.

Build that, and you'll have a loyal fan club ready to sing your praises, rain or shine.

Now, go out there and make some marketing magic happen!

Much love

Dina

Choosing Marketing Channels

hello@dinazaitman.com (Dina Zaitman) — Tue, 20 Feb 2024 03:58:49 GMT

Navigating the Digital Marketing Maze: A Comprehensive Guide to Choosing the Right Channels for Your Business

Embarking on a digital marketing journey can feel like venturing through a labyrinth with a plethora of paths to choose from. Each path, or platform, offers its own set of challenges and treasures. To traverse this maze successfully, you need to select the right channels that align with your business objectives and audience preferences. Here’s an in-depth look at how to do just that.

Start with Strategy

Before you even consider the platforms, nail down your strategy:

Set Goals: What do you want to achieve? Increased brand awareness, more leads, or higher sales?
Know Your Audience: Who are they? Where do they spend their time online? What content resonates with them?
Analyse Competitors: What channels are they using effectively? What can you learn from them?

Deep Dive into Digital Marketing Channels

Search Engine Optimisation (SEO): The art of ranking high on search engines without paying for it. It’s a marathon, not a sprint. SEO is a long-term strategy that involves keyword research, on-page optimisation, content creation, and building backlinks.
Content Marketing: Closely tied with SEO, content marketing involves creating valuable content to attract and retain a clearly defined audience. This could be through blogs, white papers, e-books, and more.
Social Media Marketing (SMM): Each platform has its quirks. Instagram and Pinterest are visual, LinkedIn is professional, Twitter is conversational, and Facebook offers a broad reach. Choose based on where your audience hangs out and the nature of your content.
Email Marketing: Far from being obsolete, email marketing has some of the highest engagement rates. Personalised campaigns can nurture leads and convert them into loyal customers.
Search Engine Marketing (SEM): SEM involves paying to have your ads show up on search engine results pages (SERPs). It’s great for immediate visibility and works well for businesses looking for quick lead generation.
Pay-Per-Click Advertising (PPC): Beyond search engines, PPC also covers social media ads and other platforms. It’s a way to buy visits to your site and can be highly targeted.
Affiliate Marketing: Leveraging influencers or affiliates can help you reach new audiences. They promote your product to their followers, and you pay them a commission for each sale or lead.
Video Marketing: With the rise of platforms like YouTube, TikTok, and Instagram Reels, video content is king. It’s engaging and can communicate more information in a shorter time.
Influencer Marketing: Partner with influencers whose audience matches your target market. It’s word-of-mouth marketing at a digital scale.
Mobile Marketing: With the world going mobile, your marketing strategy should too. This includes SMS, mobile apps, and responsive web design.
Retargeting/Remarketing: This is about targeting users who have previously interacted with your brand but did not convert. Retargeting ads remind them of their interest as they browse elsewhere.
Interactive Marketing: Use interactive content like quizzes, polls, and games to engage users and provide personalised experiences.

Choosing the Right Channels for Your Business

Now that we’ve explored the channels, how do you choose the right ones?

Budget: Some channels require more investment. Weigh the cost against the potential ROI.
Resources: Do you have the expertise to create videos or write engaging content? Assess your capabilities.
Industry: Some industries naturally do better on certain platforms. B2B might find more value in LinkedIn, while B2C could thrive on Instagram.
Customer Lifecycle: Where is your audience in their buying journey? Use awareness-stage channels (like social media) to attract and conversion-stage channels (like email) to close the sale.
Testing: Digital marketing is not set in stone. Test different channels to see what works best for your business.
Analytics: Use data to guide your decisions. Tools like Google Analytics can show you where your traffic comes from and what leads to conversions.

The Final Word

Remember, digital marketing is an ecosystem where different channels interact and support each other. Your website is your digital home base—ensure it’s solid with good SEO. Use content to attract visitors, social media to engage them, email to nurture them, and SEM/PPC to convert them. Most importantly, be ready to adapt. The digital landscape changes rapidly, and so should your strategy.

Good luck on your digital marketing journey, and may you choose the paths that lead you to success!

And as always, contact me if you want to get started on this journey with a guide on the side.

How to Create a Social Media System

hello@dinazaitman.com (Dina Zaitman) — Sat, 10 Feb 2024 07:20:28 GMT

Is Social Media doing your head in?

Do you feel like 500 things per day are competing for your attention? Are you feeling overwhelmed and pressure to be on social media constantly?

You are not alone.

I want to talk about Social Media Overwhelm. It's that feeling of anxiety you have every time you see your competitors posting on social media and you are not. It's the endless self-questioning - “How can i get better at it? Should I be doing more or less? What can I write about this week/next week? How do I get more followers?”

A common trend I see in the marketing industry is starting up and managing social media pages without a content plan or schedule. Creating content without a strategy is like trying to bake a cake with no recipe. You could probably create something edible. But let’s face it, you’re just throwing stuff together and hoping something good comes out of it.

The thing is, one-way, top-down ‘push’ communication like print advertising or direct mail, just don't work very well for small businesses on a tight budget. Blogging, podcasts and other social networking tools are much more effective because they allow you to have 2 way conversations in the moment your customers need it to make their purchasing decision.

The only catch? You need to put in the time.

So what's the answer?

PLAN. PLAN. PLAN. CREATE A SOCIAL MEDIA SYSTEM FOR YOUR BUSINESS.

Work on a new social media marketing plan
Document your efforts
Create a content calendar

Having a strategy for your content is the best way to save time beat overwhelm, and hit your overall business goals.

HERE ARE 12 QUESTIONS TO ANSWER TO GET YOUR SOCIAL MEDIA STRATEGY STARTED:

What do we want to achieve from our social media⁠?
How do we plan to reach these goals?
Who do we hope to attract⁠?
What do we want our followers to do/feel from reading our content?
What platforms will we focus on specifically?⁠
How will we go about researching and drafting content⁠?
Who will be responsible for our content production and research⁠?
How will we monitor and engage with our audience⁠s?
What content themes should we focus on⁠?
How often will we need to post⁠?
What set-up will we need for our Page
How will we monitor and evaluate our social efforts?

Once you have done this work, you have effectively completed a social media strategy!

Want more information? Click here

Have a GREAT week folks!

Dina XX

p.s. If anyone want to join my group coaching sessions, I'd love to have you there! Marketing Club

KEY TAKEAWAY: Be consistent in your social marketing activities, follow your Social Media System and your efforts will pay off.

Today I just wanted to share some free knowledge that I hope you’ll find useful. Keep me in mind next time you have marketing needs.

Your Secret Weapon: DIY Market Research

hello@dinazaitman.com (Dina Zaitman) — Sun, 03 Dec 2023 22:44:41 GMT

This is a subtitle for your new post

Hope you're doing great.!

Today, I'm diving into a crucial topic: DIY market research.

Research is key to understanding your market and tailoring your services to your clients' needs so it needs your focus.

So how do you go about it?

Let's work through an example of a Remedial Massage Business…

Step 1: What are you trying to achieve?

Alright first things first – let's figure out what we're aiming for. What do you want to find out about your massage business? Are you curious about the types of massages people want? Wondering what your competitors are up to? Interested in setting the right prices? Or maybe you're just trying to reach your clients more effectively? Define your goals.

Step 2: Who Are Your People?

Now, let's talk about your clients. Who are they? Are they looking for a soothing relaxation massage, athletes in need of sports therapy, or maybe people dealing with specific health issues? Knowing your target audience helps us tailor your services just right.

Step 3: Time to Dig In

Online Hunt: Get cozy with your computer. Look up massage studios and spas in your area. Check out their websites and social media pages. What services are they offering? What are their prices? Don't forget to read those online reviews – they can tell you a lot about customer satisfaction.

Ask the People: Create a simple online survey. Share it with your current clients and post it on your social media. Ask them about their massage preferences and what they love about their massage experiences.

Check Out the Competition: Time for some reconnaissance! Visit local massage spots or give them a call. Pick up brochures, business cards, and pricing info. Note down the types of massages they offer and anything unique about them.

Connect Locally: Attend local business events, especially those in the wellness industry. Chat with fellow business owners and get some insider info on what's working and what's not in your area.

Step 4: Crunch Those Numbers

Okay, now that you've gathered all this juicy data, it's time to make sense of it. Look for patterns and trends. Pay attention to what clients seem to prefer and what your competitors are doing differently.

Step 5: Get Those Lightbulb Moments

Based on what you've learned, what are the takeaways? Are there new services you should add? Should you tweak your prices? Figure out what makes you stand out and what you can do better.

Step 6: Put Your Plan into Action

Now, let's put those insights to work. Start offering the services your clients are craving, set prices that make sense, and plan your marketing strategy accordingly.

Step 7: Keep Your Finger on the Pulse

Stay on top of things. Keep an eye on client feedback, track your earnings, and see how your business is growing. Be ready to adjust your strategy if needed. After all, it's all about making your massage business the best it can be.

Remember, this isn't a one-and-done thing. Keep the conversation going with your clients and stay connected to your local scene. That way, your massage business will always be in sync with what your clients want. Happy massaging!

Good luck on your research journey and as always, if you need help or someone to hold your hand through this process, I'm here.

Have a spectacular week!

Your 30 Day Calendar of Marketing To-Dos and Watch Outs

hello@dinazaitman.com (Dina Zaitman) — Sun, 26 Nov 2023 01:35:01 GMT

Struggling to come up with ideas for the holiday season? I've done it for you.

This comprehensive list offers practical tips and watch-outs, helping small business owners to effectively navigate each marketing task.

As a small business owner, navigating the festive season can be both exciting and challenging. To help you make the most of this crucial time of year, I've created a unique Advent Calendar of Marketing To-Dos. Tailored specifically for the dynamic needs of small businesses, this calendar provides a day-by-day guide to effective marketing strategies. From updating your Google My Business listing to engaging with your social media followers, each day offers a practical, actionable task that will not only boost your visibility but also deepen your connection with your customers.

While you don't need to follow every suggestion, this list should provide ample inspiration to energize your marketing efforts. Whether you're looking to revamp your online presence, enhance customer engagement, or simply add a festive touch to your business, this calendar is your go-to resource for making this holiday season your most successful yet.

Tips and Watchouts

Day 1: Update Your Google My Business Listing

Use high-quality images of your business.
Incorporate keywords related to your business in the description.
Regularly update your listing with new posts or offers.
Watch Out: Avoid providing misleading or incorrect information, as this can harm your reputation.

Day 2: Post a Holiday-themed Update on Social Media

Use festive visuals or graphics that align with your brand.
Engage with your audience by asking holiday-related questions.
Share exclusive holiday offers or previews.
Watch Out: Don’t overdo the promotion; balance it with genuine, engaging content.

Day 3: Respond to Recent Customer Reviews

Thank customers for positive reviews warmly.
Address any negative feedback professionally and offer solutions.
Highlight improvements made based on customer feedback.
Watch Out: Never engage in arguments or be defensive in responses.

Day 4: Email Your Customers a Holiday Greeting

Keep the email visually appealing and mobile-friendly.
Personalise the greeting with the customer's name.
Include a special offer or discount as a holiday gift.
Watch Out: Avoid sending too many emails which might lead to unsubscribes.

Day 5: Decorate Your Storefront or Website

Ensure decorations enhance, not obstruct, the customer experience.
Keep website changes simple to avoid loading issues.
Use decorations to highlight special products or offers.
Watch Out: Don’t let decorations overshadow your brand’s identity.

Day 6: Launch a “12 Days of Deals” Promotion

Promote different deals each day to keep customers engaged.
Use social media and email to announce daily deals.
Offer a mix of deals to appeal to a wide range of customers.
Watch Out: Avoid complex deals that might confuse customers.

Day 7: Partner with a Local Charity

Choose a charity that aligns with your business values.
Promote the partnership across all your marketing channels.
Encourage customer participation through events or donations.
Watch Out: Ensure the partnership is authentic and not just for publicity.

Day 8: Create a Holiday Gift Guide

Curate products that cater to different interests and budgets.
Make the guide easily accessible on your website and social media.
Use attractive visuals and clear descriptions.
Watch Out: Don’t make the guide too lengthy or complicated.

Day 9: Host a Flash Sale

Clearly communicate the start and end time of the sale.
Feature popular or exclusive products.
Use urgency-inducing language to encourage quick purchases.
Watch Out: Be prepared for increased traffic; ensure your website can handle it.

Day 10: Share a Customer Testimonial

Tips:Choose a testimonial that highlights a unique aspect of your business.
Get permission from the customer before sharing their testimonial.
Pair the testimonial with a relevant image or graphic.
Watch Out: Don’t edit the testimonial in a way that misrepresents the customer’s opinion.

Day 11: Offer a Small Freebie with Purchase

Choose a freebie that complements your products.
Clearly communicate the terms of the offer.
Use the freebie to introduce customers to new or less-known products.
Watch Out: Make sure the cost of the freebie doesn’t negatively impact your profits.

Day 12: Write a Thank You Note

Make the note genuine and heartfelt.
Mention specific details that show personal attention.
Use branded stationery to reinforce your business identity.
Watch Out: Avoid making the note sound like a sales pitch.

Day 13: Share a Behind-the-Scenes Look

Share stories about your team, your processes, or how products are made.
Use photos or videos to make your content more engaging.
Encourage feedback or questions from your audience.
Watch Out: Ensure that all shared content aligns with your brand image and values.

Day 14: Update Your Email Signature

Include a small, festive graphic or message.
Ensure your contact information is up to date.
Add links to your website or special holiday offers.
Watch Out: Keep the signature professional and not too cluttered.

Day 15: Create a Holiday-themed Profile Picture or Logo

Make subtle changes that maintain brand recognition.
Use holiday elements that resonate with your audience.
Update all your profiles for consistency.
Watch Out: Don’t alter your logo to the point where it’s unrecognisable.

Day 16: Engage with Followers on Social Media

Tips:Promptly respond to comments and messages.
Share user-generated content with proper credits.
Create interactive posts like polls or questions.
Watch Out: Avoid getting involved in controversial topics or disputes.

Day 17: Introduce a Holiday Hashtag

Tips:Create a short, memorable, and unique hashtag.
Encourage customers to use the hashtag in their posts.
Monitor the hashtag to engage with user-generated content.
Watch Out: Ensure the hashtag isn’t already widely used for different purposes.

Day 18: Run a Social Media Contest

Tips:Clearly state the rules and the prize.
Make participation easy and fun.
Promote the contest across all your platforms.
Watch Out: Comply with the rules and regulations of each social media platform.

Day 19: Offer Gift Wrapping Services

Use branded wrapping materials.
Promote this service prominently in-store and online.
Train staff to wrap gifts efficiently and beautifully.
Watch Out: Don’t let this service slow down your overall customer service.

Day 20: Host an Online Q&A Session

Promote the session in advance to gather questions.
Use a stable platform and check your internet connection.
Be prepared, but also be ready for spontaneous questions.
Watch Out: Avoid giving vague answers; be clear and concise.

Day 21: Share a Personal Holiday Message

Tips:Speak from the heart about what the holidays mean to you and your business.
Keep the message brief and sincere.
Include a visual element like a photo or video.
Watch Out: Stay professional; avoid overly personal or sensitive topics.

Day 22: Promote Last-minute Gift Ideas

Tips:Highlight products that are easy to choose and use.
Offer expedited shipping or instant delivery options.
Create bundles or packages for quick selection.
Watch Out: Ensure you can fullfil last-minute orders without delays.

Day 23: Send a Reminder of Holiday Hours

Clearly state any changes in your operating hours.
Use multiple channels (email, social media, website) to communicate changes.
Offer alternatives like online shopping if you’re closed.
Watch Out: Avoid last-minute changes to your schedule, which can frustrate customers.

Day 24: Wish Your Customers Happy Holidays

Send a heartfelt, inclusive holiday message.
Use a mix of media like email, social posts, and website banners.
Reflect on the past year and express optimism for the new year.
Watch Out: Ensure your message respects all cultures and holiday traditions and stay authentic.

Day 25: Celebrate, Don't Market: A Day of Rest and Joy

On Christmas Day, take a well-deserved break from marketing. Your audience will appreciate the break too. It shows you value the holiday spirit and understand the importance of taking time off.
Watch Out: Avoid the temptation to run last-minute promotions or sales. Not only could this be less effective as many people are not focused on shopping, but it could also be seen as insensitive to the spirit of the day.

Day 26: Promote a Boxing Day Sale or Special Offer

Offer attractive discounts or exclusive deals.
Market the sale prominently across all channels.
Prepare for high traffic, both in-store and online.
Watch Out: Ensure inventory and staff are prepared for increased demand.

Day 27: Showcase Most Popular Products or Services of the Year

Use sales data to identify top-selling items.
Share customer reviews or testimonials for these products/services.
Consider offering a special deal on these popular items.
Watch Out: Balance highlighting popular items with promoting lesser-known offerings.

Day 28: Year in Review - Share Your Wins and Milestones

Highlight significant achievements, growth, or positive changes.
Use visuals like graphs, photos, or a video montage.
Encourage team members to share their personal favourite moments.
Watch Out: Avoid overemphasising failures or challenges; keep the tone positive.

Day 29: Feature Loyal Customers - Share Customer Highlights

Obtain permission before featuring customers or their stories.
Include quotes or testimonials in your highlights.
Thank customers publicly for their loyalty and support.
Watch Out: Ensure customer privacy is respected; don’t share sensitive information.

Dec 30: Post About Business Goals or New Initiatives for the Upcoming Year

Tips:Share clear, achievable goals that excite your audience.
Invite feedback or ideas from customers.
Tease new products, services, or changes coming in the new year.
Watch Out: Avoid making vague or unrealistic promises about future plans.

Dec 31: Countdown to the New Year - Hourly Deals or Messages

Plan a variety of deals or messages to maintain interest.
Promote the countdown ahead of time to build anticipation.
Use engaging visuals and reminders on social media.
Watch Out: Keep the message schedule manageable to avoid overwhelming your audience.

January 1st - Sleep in and don't think about marketing!

As always, if you need help with any of these tasks, please book in a Marketing Power Hour with me and we can do it together!

20 Marketing Ideas to Start 2024 with a bang

hello@dinazaitman.com (Dina Zaitman) — Sun, 12 Nov 2023 05:50:11 GMT

What are you going to do to get yourself out there more next year?

The New Year is fast approaching which means that many of us are making resolutions to better ourselves in one way or another. Business owners are no exception - they might be thinking about their goals for the new year and setting plans to achieve them. There are endless possibilities when it comes to marketing your business, but the most important thing is to stay creative and think outside the box.

For most people, New Year's resolutions are about personal goals - getting in shape, eating better, saving money. But if you're a business owner, your resolutions should be focused on your business. What do you want to achieve in the next twelve months? How can you make sure that you're on track to accomplish them?

Most small business owners don't work with a team of accountants and other financial professionals who can analyze their annual plans, check in on progress, etc. But whether you have the help of an entire finance department or are flying solo, it's still important to set goals for your business - both short-term and long-term.

Think about the progress you've made over the last year and where you want to go in 2024, then create a plan that can help you get there.

And then there is marketing.

What are you going to do to get yourself out there more next year? What can you do to set yourself apart from the competition and attract more customers?

Whether you're holding a special promotion, hosting an event or offering a new service, make sure that you have a plan in place to get the word out.

Marketing can be expensive, but it doesn't have to be if you're willing to think outside the box.

Here are 20 fresh marketing ideas to consider:

Adapt your strategy as needed - what works today might not work tomorrow, and that's okay!
Host a webinar or online course
Partner with a charity or local organisation
Launch a new product or service
Write guest blog posts for other sites in your industry
Give back to your community by volunteering or participating in events
Attract customers by giving away free products
Host a free event or workshop on a topic related to your business
Try a new social media platform
Talk to your current customers for feedback on how you can improve
Tap into your personal network; ask your friends and family to help spread the word
Give away free samples of your product or service.
Start a blog or podcast and interview industry experts
Offer discounts to customers who refer new business to you
Partner with another business to cross-promote each other's products or services.
Submit articles featuring your business to online publications
Send out a monthly email newsletter
Create a short video about your business and post it on YouTube
Put together a package or sale for a limited time
Use targeted ads on Facebook or Google

There are endless possibilities when it comes to marketing your business, but the most important thing is to sit down and map out what you want to achieve, then come up with a strategy for how you're going to make it happen.

If you stay creative and think outside the box, you will be well on your way to setting yourself apart from the competition and attracting more customers.

And don't forget to track your progress along the way!

I hope you have a happy, healthy, productive new year! Best wishes for 2024.

With love

Dina

Does your business need a marketing coach?

hello@dinazaitman.com (Dina Zaitman) — Fri, 10 Nov 2023 02:51:18 GMT

Does your “go-it-alone” spirit always result in the best for your business?

If you’re reading this post, chances are pretty good that you haven’t yet found a marketing coach, or perhaps even a mentor (yes, there’s a distinction between the two). Commonly, businesses that have not found a marketing coach or a mentor haven’t done so because they believe it’s a costly relationship they can’t afford.

The truth is, this is a relationship that you can’t afford to do without. Many small business owners make the mistake of thinking that marketing is not important. In reality, it's what helps you get your foot in the door and establish a customer base. The problem is, when they try to do it themselves, they become overwhelmed by what seems like an insurmountable task. It doesn't have to be this way!

You can learn how to market your brand effectively with a little help from a marketing coach.

Marketing isn't as complicated or difficult as you might think once you know where to start and who can teach you how to do it properly for your unique business model!

In this post I will cover:

1) What exactly does a marketing coach do?

2) Do I actually need a coach?

3) Who can I hire to DO my marketing for me?

Question 1: What does a marketing coach do?

I can't speak for other coaches, but what I do is probably more akin to a business coaching, even though my background is ALL marketing. What I do is work holistically with business owners to recommend strategies and processes to meet their goals as efficiently as possible and then I help them implement these strategies over time.

I do this by giving advice, introducing my clients to relevant stakeholders in my network, showing my clients different resources and strategies, and mentoring or training them on anything they need help with.

What gets me really excited is seeing my clients develop their own marketing instincts so they feel empowered to make faster and smarter business decisions. Marketing coaching includes a lot of mindset stuff like confidence building. There is nothing better than feeling on top of your marketing strategy.

Question 2: Do You Need a Marketing Coach?

Well that depends on where you want to take your business and whether you think you could use some help to get there. Here are some telltale questions you can ask yourself:

Do you often feel overwhelmed by marketing?
Are you unsure of what marketing strategies will work for you?
Are you finding it hard to find time to work ON the business?
Do you need marketing help but don't know where to get it?
Do you have a unique brand proposition that sets you apart?
Do you have the essential marketing foundation that sets you up ready for GROWTH?
Are customers able to find you online, engage and buy?

If you answered yes to any of those questions, you probably could do with some coaching. And that's the truth.

Question 3: Who can I hire to DO my marketing for me?

At some point all business owners ask themselves this question. I say, “if you can afford someone internally, then do that.” It's kinda a no brainer. Marketing is a key function of the business and it should NEVER be neglected. However, I get that not everyone has the funds.

Having said that, marketing is one of those functions where it's quite complicated to work out if you need a junior, mid tier, or senior marketer. And what's the difference anyway? What if you need someone to do your content, or your social media, or manage your newsletter? Is that person going to be able to also help with strategy and planning?

The truth is, at different times in your business growth, you will need different type of marketing expertise. I know that may sound confusing because it is! That's why I became a marketing coach.

Some marketing people are specialists in quite specific areas of digital marketing like SEO, social media or content. Some focus more on the high level strategic side. No one person can do it all. I can help lead you in the right direction and help you hire the RIGHT people.

I hope that de-bunked a few burning questions for you today.

Ultimately a marketing coach will help you:

✔️ Get more income for less effort

✔️ Be more efficient

✔️ Make faster and smarter business decisions

✔️ Be able to analyse their own success

✔️ Know when to try something and when to steer clear

Have a great day!

Dina xx

Download your personal MTN Planner

This will help you focus on your goals and declutter your to do list to create something meaningful and actionable.

Call or email at hello@dinazaitman.com

Have a GREAT weekend!

Dina xxx

Brand Audits Unpacked: A Simple Guide to Knowing Your Brand Inside Out

hello@dinazaitman.com (Dina Zaitman) — Wed, 25 Oct 2023 06:36:41 GMT

Today I want to talk about Brand Audits. What are they and why it's important to unpack yours.

If you're wondering what a brand audit is and why it's crucial for your business, you're in the right place. In simple terms, a brand audit is like a health check for your brand. It's about taking a step back and really looking at how your brand is doing, both inside your company and out in the wild.

Let's break down the different types of brand audits and figure out when you should be using each one.

1. Internal Brand Audit

This is the big picture audit. This is all about understanding how your brand is seen and lived by your team. It's like looking in the mirror and checking if what you think your brand is matches what your employees think and feel. This involves looking at your brand’s vision, values, and even how it's talked about in internal emails or meetings.

Are your marketing efforts in line with your brand strategy? Is your brand strategy helping you reach your business goals? Dive into this one when you need to make sure your brand is moving in the right direction and that everyone in your team is on the same page about what your brand stands for.

2. External Brand Audit

Here, we step outside and see how outsiders view your brand. This means checking out your brand's reputation, how recognisable it is, and how it stacks up against competitors. Look at your website, social media, ads, and customer service – basically, any place where customers interact with your brand. It's time for an external audit when you're curious about your brand's market position or thinking about ways to make your brand even more awesome.

3. Customer Feedback Audit

This one is super important. It's all about listening to your customers. Surveys, reviews, social media comments – these are your goldmines of insights. Doing a customer feedback audit helps you get into your customers' heads, understand their needs, and figure out what makes them tick. This is your go-to audit when you want to improve your products or services and make your customers even happier.

4. Brand Identity Audit

Think of this as your brand’s wardrobe check. Does your logo, colour scheme, font, and overall design reflect who you are? This audit is about ensuring your brand's look and feel are just right and consistent everywhere. Use this when you're worried your brand might be sending mixed signals or if you're planning a brand makeover.

To Wrap Up

A brand audit isn't just a one-time thing. It’s a vital part of keeping your brand healthy and thriving. Depending on where you're at with your business, you might need one type of audit more than the others. But the key takeaway? Always keep an eye on your brand, inside and out.

If you think it's about time to get one done, contact me and I will get back to you shortly with a proposal.

Have a spectacular month!

With love

Dina

8 Important Marketing Insights we Can Learn from 2021

hello@dinazaitman.com (Dina Zaitman) — Thu, 30 Dec 2021 00:49:13 GMT

This year is almost over, yay! How are you feeling?

It's been such a crazy, rollercoaster of a year! Covid has literally changed everything about how we behave and it's left so many businesses reeling and confused about which marketing strategies will actually work in 2022.

Let’s take a look at 8 important marketing insights for businesses to take into 2022...

1. Investing in a solid social media presence is a must.

In 2021, there were 4.48 billion people actively using social media in the world. This is an increase of 13.13% year-on-year from 3.69 billion in 2020. There is no doubt social media was more important than ever for businesses this year. Not only was it a great way to survive the crisis but it was a great way to connect with customers and create new relationships. If you didn’t have a strong social media presence in 2021, you definitely need to invest in one for 2022.

2. Can't meet in person? Hosting virtual events is the new normal

COVID-19 was a major turning point in the world's relationship with events. The pandemic saw many venues close down, leaving people without any place or chance to socialise and meet up again outside of virtual spaces like Zoom and Meetups which now allow users all over the globe - no matter where they are located--to network together virtually as if were real life!

3. Lacking time and resources? Marketing automation is the way to go.

Marketing automation is all about using software to execute marketing tasks. Nowadays, almost all marketers are using automated tools to do things like email follow-ups and website nurturing campaigns because humans simply can’t keep up with that volume of work anymore!

In 2021, marketing automation was the key to success for many businesses. It saved businesses a lot of time and money, and was a great way to get deep insights about your customers enabling you to reach more customers with your message. Marketing automation is now essential for any business trying to grow its customer base.

4. Connection and Personalisation should be top of your list.

When COVID-19 struck, companies sprung into action with immediate communications to their customers. Emails flooded in from every brand we'd ever communicated with telling us how we can do business with them moving forward.

Unfortunately, many of these comms felt far too generic. The few companies that realised the importance for hyper-personalised customer care, thrived in the new normal. They understood the relationship between high brand engagement and personalised experiences.

By personalising your marketing messages, you can ensure that customers feel special and appreciated. And when customers feel appreciated, they’re more likely to buy from you.

5. Never underestimate the importance of collaboration and communication.

One of the most important lessons that businesses learned during 2021 was to go online, fast. With people working from home, it became imperative we work together and foster strong relationships both internally as well as externally on a global scale.

Businesses had to quickly figure out how to collaborate and foster strong relationships both internally and externally in order to maintain momentum across the customer journey.

6. The priority should be data privacy.

With increasing cyber-attacks and data breaches, data privacy has become a top priority for businesses. In 2021, more and more businesses understood the importance of data privacy and started to take steps to protect their customers’ information and focus more on nurturing customer relationships rather than customer acquisition.

7. Adapt to new changes or die.

In 2021, Covid-19 required businesses to be more nimble than ever before. Literally overnight, tried and true communication methods had to go digital, suppliers were unable to deliver, and previously dependable project timelines could no longer be met.

Some adapted and pivoted well, and some failed and disappeared. Many just spent month after month putting out fires as they happened hoping they would come out alive at the end of it all.

8. Be honest and stand by your vision and values.

The pandemic was a world-changing event that changed the way we do business. It disrupted brands, and made us all reevaluate our values as human beings. The companies who stood by their values were those who thrived in 2021 - even if it meant cutting off some lucrative revenue channels to do so.

For example, during COVID-19, we saw a lot of brands promoting hand sanitizer and face masks. However, the few brands that promoted these products AND had a message about staying healthy and keeping your loved ones safe were the ones who resonated with their customers the most. They created content that didn't compromise on the brand vision, mission and values.

So there you have it - eight marketing lessons that businesses can learn from 2021.

Wishing you a Happy New Year! Stay safe and stay well, enjoy the break and I look forward to keeping the marketing conversation going in 2022.

With love

Dina xx

p.s. I am taking a well needed break for most of January but I'll be back on board officially, January 25 if you need help with anything.

Book a Coaching Session here

5 Marketing Decisions that Will Grow Your Business

hello@dinazaitman.com (Dina Zaitman) — Fri, 13 Aug 2021 03:40:49 GMT

Are you finding it hard to make decisions about marketing?

The marketing world is a tough one to navigate, and it's not always clear what the best course of action is. I have built my coaching business on this problem alone.

It's so easy to feel overwhelmed by all of the advice out there - do this! don't do that! It seems like everyone has an opinion on what marketing activities are the best, making it damn hard to keep focused.

That's why today I'm going to share with you 5 ways you can make marketing decisions that bring in more customers and increase your bottom line!

Always make sure you have a clear, inspiring vision. This will act like an anchor that you can keep coming back to when you are questioning what direction to go in.
Set measurable goals that you can measure. If you figure out what your success factors are, this will guide you in a positive direction.
Get clear on your products, services and solutions and how you differentiate from the competition!
Deeply understand your ideal customer . If you know exactly who you bring the most value to, this will stop you wasting time on people that have no intention of buying what you're selling.
Focus only on the communication channels (web, social, google etc..) that deliver the most value and put more budget and resources to those. Less is more. Try and figure out how and where each channel is influencing revenue, then decide whether it's worth investing in.

I would say though, don't ditch a channel without doing the proper analysis. I've had clients tell me their social media is not working and when I looked into it, they were only posting once a week and not engaging their community. There may be some 'fixes' you need to do to get a channel performing.

I hope that gave you something to think about today!

Have a GREAT day

Dina XX

Today I just wanted to share some free knowledge that I hope you’ll find useful. Please do book a Marketing Diagnostic Session if you want some marketing support. If you would like to join my private facebook group, I'd love to have you there! Show Me The Marketing

KEY TAKEAWAY

With more marketing channels and activities to choose from than ever before, marketing decision making might seem complicated at first. My advice for all small business owners is to focus on those prospects, campaigns and marketing activities which will have the highest impact and serve a purpose.

30 Second Lesson: Building a Brand Blueprint

hello@dinazaitman.com (Dina Zaitman) — Sat, 10 Jul 2021 08:16:33 GMT

When someone asks you to describe your brand, what do you say?

Are you able to discuss your unique selling proposition, your brand values, communication style and more?. You really shouldn't struggle to answer this question. Ideally, you should be able to summarise the answer in a single sentence and give plenty of extra details.

Look at the language you've used. It should be clear and specific.

Think about whether or not your brand truly sets itself apart from your competitors.

Admittedly there is alot of jargon in the brand world and I am sure many marketers would find it hard to define some of the terms used.

In any case, here are some of the definitions you should be aware of if brand building is hot on your agenda.

Brand Equity

Brand equity is a marketing term that describes a brand's value. That value is determined by consumer perception of and experiences with the brand. If your brand has positive brand equity, you can charge more for your products and services than the generic products or other competitors. Think Apple.

Ask yourself:

How established is your reputation in the market?

Brand Story

A brand story is a cohesive narrative that encompasses the facts and feelings that are created by your brand (or business, if you prefer). Unlike traditional advertising, which is about showing and telling about your brand, a story must inspire an emotional reaction.

Ask yourself:

Do you have a clear story behind your brand?

Is it visible across all your channels?

Are you able to summarise your brand in one sentence?

Look at the language you've used. It should be clear and specific.

Brand Identity

Brand identity is the visible elements of a brand, such as color, design, and logo, that identify and distinguish the brand in consumers' minds.

Ask yourself:

Do you have your Brand Guidelines documented?

Is your brand consistent across all your channels?

Do you have a Modern Logo ?

Brand Voice

Brand voice refers to the personality and emotion infused into a company's communications. It encompasses everything from the words and language you use, to the personality and image your marketing assets aim to invoke. The voice your brand takes on can be funny, emotional, smart, sentimental––it just has to be true to the brand and the audience you serve.

Ask yourself:

Do you talk consistently across all your channels?

Does your brand voice represent your brand?

Brand Visibility

Brand Visibility can be defined as the frequency at which people see your brand in search results, on social media, email marketing and other online marketing channels. Brand visibility is about engaging in active online marketing to help draw attention of your customers to your brand.

Ask yourself:

How visible are you online?

Can people easily find you when they are looking for your products and services?

Your Ideal Audience Definition

A target audience is the people most likely to be interested in a company's product or service. Having a strong definition of your target audience is crucial to being able to communicate with them effectively. Go beyond demographics.

Ask yourself:

How well can you describe your target audience?

Have you done much analysis?

Have you created personas?

Is it clear from your copywriting who you are targeting?

Unique Value Proposition/Differentiation

Your UVP is a clear statement that describes the benefit of your offer, how you solve your customer's needs and what distinguishes you from the competition. Your unique value proposition should appear prominently on your landing page and in every marketing campaign.

Ask yourself:

Do you know what your UVP is?

Is your unique value clear to your market?

Do you think your brand truly sets itself apart from your competitors?

Brand Messaging

A brand message is a concise easy-to-understand communication message which tells a story. It is directed towards a pre-determined market segment and considers what the customers want to hear, what the brand can provide, and what the competitors are already providing.

Ask yourself:

How well do you think you are conveying your brand value to your target market?

Brand Awareness

Brand awareness is the way in which consumers recognise and remember your business. The greater the brand awareness you have, the more audiences will be familiar with your logo, messaging, and products.

Ask yourself:

Do you feel you have low or high brand awareness amongst your market?

Is a lack of brand strategy holding your business back?

hello@dinazaitman.com (Dina Zaitman) — Fri, 28 May 2021 01:18:56 GMT

Something I have found many small business owners seem to skip over is the creation of a Brand Strategy but w hat exactly is a Brand Strategy?

Is it a fancy term for creating a logo or look and feel?

Do you need one?

Is it different to a marketing strategy?

Where does your marketing plan fit in?

Let's talk it out!

Brand strategy, by definition, is a long term plan for a brand to achieve your goals. It is a written plan for how you'll apply your brand strategically throughout the company over time.

A Brand Strategy is what gives you clarity on what your business stands for, describes your company's ultimate purpose in the world, defines your target customer. what you offer your clients (not just in terms of what your services do, but what kind of emotional impact or result you can give to clients), and how you’ll uphold your brand’s values and attributes long-term.

Having a solid brand strategy in place helps you to recognise when your business starts to stray too far from your core purpose, or doesn’t sound enough like itself.

The result is a Blueprint for what's most important to your company and to your customer.

And while it includes your logo, color palette and slogan, those are only ‘creative’ elements that convey your brand. Your brand is not the name or the slogan of your business. It is so much more.

As your business grows, it’s important to make sure your entire team is on-board with your brand strategy so they can consistently maintain the integrity of your brand.

What does a Brand Strategy look like?

It can take many forms depending who is putting it together for you but it generally answers three questions:

Who are we speaking to?
What do we want to be known for?
How do we want to achieve that?

It’s a bit like planting a flag in the sand and saying… Here we are: this is what we stand for.

It’s a pull tactic, drawing your ideal customers to you. That’s why it’s important for your brand to be distinctive, identifiable, consistent and emotive.

What you ultimately want is for your marketing activity to reinforce the brand position. You do this step by step and month by month.

IKEA's vision isn't just to sell furniture, but rather, to "create a better everyday life." This approach is appealing to potential customers, as it demonstrates their commitment to providing value beyond the point of sale.

Does a small business need a Brand Strategy? Yes!

It doesn’t matter how big (or how small!) your company is if you’re in business, you need to think about branding your business. Here are 3 reasons why:

It tells people what experience they will get when working with you.
Without it, marketing your business just feels harder, vanilla.
It tells you what NOT to do! For a small business owner with limited time and resources, a Brand Strategy will actually help you focus your time.

Where does a Brand Strategy sit?

When running a business there is a bit of a strategy hierarchy, a roadmap to growth so to speak. Unfortunately, it's often it's the Brand Strategy that's missing.

An example:

A great example of a Brand Strategy is Apple's “ Think Different ” campaign. They realised that their customers wanted to be great, innovative, game changers and different. They knew that their competitors were strong and could deliver good quality products, so how can they convince their customers to choose them? Through a message of innovation and creativity that was followed by products that look different and work differently. Apple wants to inspire, and they do so through creative and innovative products that help their customer’s dreams come true.

They want to show you that not only do they “think different” but they want their customers to “think different” as well. Apple’s “Think Different” campaign is a great example of a business developing their brand image from the inside out. By doing so they have guaranteed customer loyalty and brand awareness in a way that not many have.

Key takeaway:

Without a strong brand foundation built on a well-defined strategy, brands have little chance for success.

Today I just wanted to share some free knowledge that I hope you’ll find useful. Keep me in mind next time you have marketing questions and please join my Facebook Group - MarketingDNA for Small Business Owners.

And of course, if you or a business you know, needs some brand love, I offer a 1 Hour Brand Diagnostic Session that can get you started.

Have a wonderful day!

How to Avoid Random Acts of Marketing

hello@dinazaitman.com (Dina Zaitman) — Fri, 21 May 2021 00:55:44 GMT

How to Avoid Random Acts of Marketing and Be More Intentional With Your Dollars

Today I wanted to talk about one big problem I see so many business owners making.

It’s called Random Acts of Marketing. These are the things you feel you should be doing, rather than the things that are going to help you achieve your goals. It's that 'Shiny Object Syndrome,' where you find yourself jumping from one thing that's supposed to work to another, with no real compass or true North Star. What if I tolf you that this could be the exact reason you're not seeing any returns from your marketing dollars.

What Are 'Random' Acts of Marketing?

RAMs, or Random Acts of Marketing, was a term popularised by CMO Karen Hayward. She is the author of Stop Random Acts of Marketing , a self-styled guidebook for small business owners who need a clear way to harness online marketing to grow their sales and revenue.

Hayward found that one of the most significant roadblocks to a small business’s growth success is lack of a comprehensive marketing or growth plan. Instead of committing to intentional acts of marketing through a cohesive strategy, small businesses often used a ‘let’s throw spaghetti against the wall and see what sticks’ approach. They're not sure which strategies will work for their businesses and which are just sucking their marketing dollars up with no ROI. They're listening to 'gurus' who offer generalised 'advice,' but who have no real understanding of what their business truly needs (and what they can let go of).

I've seen this before and it's like playing Roulette. You may get lucky at some point and something will stick. But it’ll also eventually slide off.

How can you recognise a RAM, or a Random Act of Marketing?

Here are four useful ways to spot these in your small business:

Any marketing you do comes from a desperate attempt to get customers through your doors.
Your activities aren't data-driven.
The strategies you use haven't been researched for your market, so they're not thoughtfully aligned with your business and your customers' needs.
There's no consistency to your actions nor coherent reasons why you're choosing these activities over others. They tend to be reactionary.

'Random' marketing often look like a mixed bag of one-off attempts that include:

One promotional mailout sent last year
A few social posts but nothing for a while
A Facebook ad campaign that you had your son do for you
An email sent out last year about something
A glossy video about your business that you paid to produce — except now you have no idea what to do with it

To make things worse, you can't track back a single customer walking in, being persuaded, purchasing, or signing up for your products/services to these activities. And this is despite pouring money into these initiatives. The activities are based on what you think you should do, potentially even because that's what you've seen other businesses doing, rather than what you must do, which are activities specifically tailored to your unique business needs.

It's frustrating.

You're not alone thought. Hundreds of small businesses just like you are currently experiencing the same confusion and overwhelm when it comes to getting clear on their marketing activities.

Why do businesses avoid intentional marketing strategies?

Businesses who perform RAMs mistakenly assume a few things about consistent, intentional marketing strategies:

It's going to significantly increase their budget (the truth is, RAMs actually waste money and can hurt your brand).
A marketing strategy is just a static 'document' and we can do that in-house (which is a sure sign that they haven't worked with an expert who knows marketing is a living, breathing activity that needs to be agile and responsive to a company's growth).
They can post a few times on [insert social media platform here] and believe people will learn about their services (following the 'Rule of Seven,' it actually takes at least seven 'interactions' or encounters with your business for someone to know and remember you, let alone trust you enough to make a purchase).
Conversely, they're reluctant to even start these marketing activities because they have heard it 'takes a long time to see any traction' (actually, the opposite is true: perform RAMs and you're guaranteed to remain invisible and tractionless).

Behind these marketing myths is a misunderstanding about the very positive (and simple) relationship between marketing and consumers: Consumers are going to make choices about what to buy. Marketing is the way you give them a clear and compelling reason why to buy from you.

That's why it's so important to be intentional and know your why when deciding on the type, frequency, and platform for your marketing activities.

A story...

Recently, I met with a small business owner who runs a recruitment agency. Her aim was to attract new clients to the agency (potential employers).

To get a sense of where her business currently sits, I asked her how she brings in clients right now. And her answer was, sadly, not a new one.

‘We write social posts sometimes, the recruiters do blog posts occasionally, and we send a monthly newsletter. Mostly we get clients via referrals.’

When I asked her which marketing initiatives she focuses on and does consistently every single week, her response was once again familiar: ‘Nothing regular. We don’t have a marketing plan. We’re just so busy running the business.’

She's not the only one.

SMEs often object to [marketing] techniques because they can be a time consuming activity, despite…having the potential to be highly rewarding.

Despite her very real justifications of a lack of time, my client here needs to get behind an intentional, specific marketing strategy because of what she says next.

‘I see all our competitors beating us on Google search, and their social media platforms have loads of followers, but I know we’re better than them!’

Her competitors' success is a motivating factor, and she knows her business is better. However, she isn't following up with intentional acts of marketing.

And that’s because, without a consistent marketing strategy, she’s not visible to her ideal clients.

Instead, she’s relying on referrals when she must create a reliable machine for lead generation. She’s busy running her business, so she’s not consistent with social media posts. Her recruiters ‘occasionally write’ articles, but are those working to bring in traffic and answer people's search questions? Definitely not.

My client’s story feels indicative of what so many small businesses go through. They’re all valid problems — but justifying them doesn’t help. Instead, her business — and, likely, yours as well — needs a data-driven, specific, growth-oriented, and consistent approach to marketing.

And there are three easy steps in this journey.

The 4 Keys for Getting Consistent with Small Business Marketing

1) KYA — Know Your Audience

Your first step is to learn who your audience — also known as customers, clients, and visitors — is. They speak in a certain way, they’re looking for certain things from your business, and they demonstrate certain behaviours.

For example, a woman who ran a successful small business on Etsy selling enamel pins encouraged her husband to start his own digital ‘shop.’ His product line featured replicas of Minecraft figurines, emulator disks for old video games, and comic book paraphernalia. For months, he had zero sales. Clearly, Etsy customers — who are mainly aged 25-45, college-educated women with disposable income — weren’t too interested in these items.

In a stroke of luck, he happened to mention one of his products in a Reddit forum. Suddenly, he had an absolute influx of customers and sales in the next month. He sold out and had to place backorders.

The moral of this story is that you need to know who your audience is and where they already live. Don’t make assumptions about what they want or where you can find them. Find where they are and match their expectations with marketing outreach strategies.

2) Find the Path of Least Resistance and the Channel of Most Growth

I always tell small business owners who feel that marketing is completely overwhelming (and, thus, ‘optional’) to start small. And, ideally, they need to be starting on a platform that feels natural and native. I call it taking the path of least resistance by identifying the channel of most growth.

Here’s how it works: Start off by focusing on one platform or marketing strategy. The way you identify this is to do market research — or work with a marketing coach — to find out where your customers are currently ‘living.’

For some, that’s social media platforms like Facebook and Instagram. Together, social platforms attract 80% of Australians online. For others, that’s ranking blog content. Some businesses, like restaurants, don’t need content like blogs. They absolutely thrive on review-based sites (also called reputation management) and we can weave social media posts on one platform only (in this case, Pinterest).

Based on the platform that has proven to be most effective for your goals, we then create a consistent marketing strategy. If it’s a content-based strateg y for social media, we map that to a calendar.

For example, every Tuesday and Thursday, you’ll be posting specific types of social media content to your Instagram account. Every comment gets a response from you, the business owner, to boost engagement rates and foster authentic communication.

On Monday and Wednesday, you'll focus on creating paid ads on Google and reviewing the results to make sure that your marketing budget is working for you, bringing in steady leads.

3. Let’s Get Visible, Visible

Consistent marketing strategies also contribute to increased visibility. So my third strategy to avoid random acts of marketing is to stop being your niche’s best-kept secret!

Luckily, you don’t have to add anything else to your plate. A comprehensive marketing plan will incorporate this priority.

The goal is to get your calendar solidly booked out three, six, and even 12 months in advance. You want to be generating more calls and enquiries than you can handle so you have a ready-made pool of clients rather than chasing them.

Consistent content marketing is a proven way to build this kind of authority and visibility. Some examples of actions to take consistently are:

• Create clients case studies/stories.

• Get testimonials.

• Create videos and curated content.

• Create a regular newsletter that offers simple things your customers can do to achieve their goals.

4. Get a Marketing Coach on Your Side

When growing a small business, it seems that money is the most valuable resource.

But, the fact of the matter is that it’s actually time. If you recall, that’s exactly what my client said to me:

‘We don’t have a marketing plan. We’re just so busy running the business.’

It takes focused time and effort to do relevant research and articulate a plan that’s going to align your business goals with the actions you need to take.

With over 20 years of experience working with small, medium, and large businesses and non-profits, I know how to assess your business and maximise its growth potential through marketing.

If you’re ready to learn how to get more consistent with your ‘acts of marketing,’ book a 30-minute consult with my and I'm positive together, we can move the marketing needle in your business through my marketing coaching services or even a simple Diagnostic Workshop is a great place to start!

It's time to get very focused and intentional with your marketing strategies folks. After all, your business should be working for you, instead of you for it. Avoiding random acts of marketing will help you achieve just that.

Have a great (and focused) week!

Dina x

Mother's Day Marketing Ideas for Services Businesses

hello@dinazaitman.com (Dina Zaitman) — Sat, 01 May 2021 00:49:37 GMT

Have you got a Mother's Day promotion planned?

It's only a week away but it's definitely not too late to get your Mother’s Day email marketing campaign ready.

For many product based brands it is one of the best opportunities on the calendar to drive extra sales to your business but...what can services brands do? ALOT! Any kind of business can get more engagement from creating a Mother’s Day campaign. The challenge is making it memorable and/or unique. Moms are universally appreciated. And since Mother’s Day has been around forever, it’s easy to feel like every idea is exhausted.

Trust me - even if you think your business has nothing to offer, with a bit of lateral thinking we can find a way to boost your business.

Read on and find out!

What can you offer your existing clients are who are looking for a gift for their mum, grandmother, wife, or someone else?

Think…How can my product benefit a mum?

What are they looking for this Mother’s Day that they don’t know they need (yet)? Think outside the box. This is where you need to get a bit creative, and hopefully some of the examples below will get those juices flowing.

You’re not trying to pitch your service to mothers, but to the people buying for them. Think about what you can do for them to make the lives of both the gift giver and receiver easier and you’ll be onto a winner.

Here are some of my favourite marketing ideas for services businesses that I’ve seen work wonders:

Home maintenance & construction businesses - Entice your clients to pay for work to be done to their mother, grandmother or wife’s house. This could be in the form of a discount on services booked in the lead up to the big day, or even by offering package deals for specific tasks, like painting or yard cleaning.
IT businesses - You might like to offer youe clients discount vouchers for one-on-one training, or group classes, to help mothers and grandmothers learn how to use their phone, computer or whatever other technology they’re struggling with. This is an easy sell for the family tech wizard, who is probably looking for someone else to do this for them!
Mechanics - You could offer gift-givers the opportunity to keep the special woman in their life safe on the road with discounted inspections or regular maintenance tasks. This would be very enticing for someone trying to find a gift for a mother with everything because it’s just so practical!
Cleaners - You could entice customers to give the women in their lives a day off by having the house cleaned for them.(I would personally love that!)
Personal Trainers you have an easy one! - free personal training vouchers. Careful though, some people may take this one the wrong way.
Graphic Designers could offer your clients a custom e-card design or a personalised frameable print. Better yet, create a range of cards.
Insurance brokers could offer to 'keep mum's safe' with the right insurance.
Realestate agents could do a campaign about all the different kinds of “mums” out there, including stepmoms, foster moms, biological moms, adoptive moms, aunts, and more. We help them all find the best home for their family.

Other marketing campaign ideas I've seen that you could easily implement…

Launch a Mother's Day Giveaway - dinner at a nice restaurant or a Peninsula Hotsprings Voucher?
Create a Mother's Day Gift Guide - Our Top Picks
Encourage User-Generated Content (UGC) - run a #SelfiewithMum campaign and post it on your socials
Share stories of the fabulous mums in your own company
Mother’s Day Contest on Facebook - You can create a “Tell us in 25 words or less why you would like to have a XYZ for your chance to win ZZZ. People love this sort of competition idea during Mother’s Day.
Facebook contests that involve comments are effective ways to generate conversations and create a sense of community. Here are couple suggestions:

What is an important lesson that you’ve learned from your mum?
Why does your mom deserve a special treat this Mother’s Day?
Use 3 words to describe your mum

Of course, there are millions of other ideas out there, but hopefully these show you some simple ways you could connect with your existing clients and build your relationship using Mother's Day as the catalyst.

Ultimately, you're also trying to bring new people into contact with your business through those who already know who you are and what you do.

Seize the opportunity..

Even if you're in an industry that wouldn’t usually sell to mothers.

If you’re still feeling stuck with any of this - don’t worry! I’m on hand and ready to help. Click here to contact me and find out how I can help your business with marketing tips for Mother’s Day or anything else.

Dina

How to Discover Your Brand DNA

hello@dinazaitman.com (Dina Zaitman) — Sat, 13 Feb 2021 06:17:41 GMT

When you have brand clarity, you can zoom ahead with confidence and energy!

Running a successful modern business demands insight, focus, and lots of hard work. While quality products and services are essential to every success story, marketing is the real backbone of your business.

Your brand DNA is the essence of your business identity and the starting point for every good marketing campaign. Your brand identity signifies your value to the rest of the world and gives your customers a reason to choose you over your rivals.

What is brand?

Your brand is a promise you make to the market. More than a logo and much more than a slogan, your brand is an abstract yet easy-to-identify marker that helps your business stand out from the crowd. While your products, services, physical assets, and intellectual property are part of your brand — as a signifier of value rather than value itself — your brand has a special quality that needs to be addressed on its own terms.

Your brand DNA is the essence of this quality and the unique signature that sets the tone for your entire business.

Why is brand DNA important?

Your DNA makes you a living, breathing brand.

Operating a small business in Australia can be tough when you don't know where you belong. Once you discover your brand DNA, you will feel more confident about building awareness, engaging your market, and inspiring loyalty among your customers. Your brand DNA functions like a springboard, giving you the motivation and energy you need to stand tall and forge ahead with confidence.

The following three attributes are central to every strong brand:

Authenticity - Your brand should be true to your identity. It's important to understand what makes you unique and spread this message to the world.
Relevance - Your brand should provide value to the market. Being unique is not enough; you need to offer something useful to the people who define your success.
Consistency - Your brand should endure over time. As a promise to the market, you need to build trust, inspire loyalty, and remain steadfast across time and space.

Each of these elements matters, so grab a coffee and spend some time thinking about how they apply to you.

How to define your brand DNA

Discovering your DNA puts a spring in your step and a smile on your face. Defining your brand DNA can be challenging. While it sits at the core of your business, it is often surrounded by noise and can be difficult to grasp. It's important to dig deep, be honest with yourself, and listen to your team.

Answering the following five questions will help you discover, define, and deliver something special to the world:

1. What is your story?

Create a page-turning narrative

What motivated you to start the company? Where did you come from? Who's on your team and why? Having a good story helps you make stronger and more meaningful connections. Every business has its own unique narrative, and it's your job to make it as captivating as possible. A good story enables more emotional connections, which help to drive market interest and inspire customer and staff loyalty. Lots of successful companies — including Apple and Airbnb — use the power of stories to help customers feel included and involved.

2. What is your mission?

Light a fire under your dreams

What is your place in the world? What are your goals for the future? How are you helping your customers? Regardless of your size or industry sector, everyone has a part to play in the great human story. Creating a mission statement is a valuable process that helps you to identify your purpose and understand your goals. Along with your history, it's important to analyse your goals and dreams. Once you understand your mission, it's much easier to define your brand based on what you are trying to achieve.

3. What makes you distinctive?

Show off your spots and stripes

What makes you tick? What is your unique selling proposition? Why should anyone care? Everyone is different, with specific and individual markers helping to define your value. Once you've identified your unique position and role compared to other businesses, you can start to communicate this difference to the world. There are lots of ways to do this, including logos, colours, taglines, endorsements, and advertising styles. In defining these elements, you can begin to craft a unique story that sets you apart and resonates with your market.

4. Who do you sell to?

Find your tribe

Who is your ideal customer? Where do your people hang out? How do you define your community? While being authentic with yourself is vital, you also need to sell your vision to the outside world. Understanding your customers and respecting their values can help you build something relevant that grows over time. While being unique is a great starting point, it's the consistent application of your brand DNA that helps you catapult ahead of the competition.

5. How do you communicate?

Build friendships and make communities

Have you found your voice? What is your personality? How often do you speak and where? From the words you use to the pictures you post and the timing of your delivery, the quality and quantity of your messaging is integral. You need to communicate your value clearly and build trust slowly. It's important to maintain a consistent identity across all marketing channels, communication platforms, and geographical locations.

Examples of brand DNA

Learning from the best provides inspiration and motivation

Finding your own brand DNA can be hard, with business owners often too close to see clearly. Every truly successful business has brand clarity based on a strong DNA profile. Let's look at five examples from huge global names that are easy to translate into the world of small business:

Apple enjoys a strong brand identity based on elegance and user-oriented simplicity. The world of technology can be complex and confusing — Apple rises to the top by presenting an image of clarity and identity. This DNA is central to its entire business, from the simplicity of its logo and packaging to its operating system and hardware design

Airbnb is a leading global brand based around community and storytelling. This single company normalised something that would have been very strange just a few years ago — staying in a stranger's home — and they've done it all through branding. Its brand DNA is based on building trust and motivation through community feedback and travel stories.

The Ikea brand is all about functionality, consistency, and simplicity through design. It has become a global leader in furniture and homeware products and a recognised leader in brand awareness. Ikea's brand DNA is about strong consistent colours, known delivery and packaging systems, and shopping as a fun and functional experience.

Afterpay is a great Aussie success story, and branding played a key role in their upwards trajectory. Afterpay uses an energetic logo and fresh colours that resonate with its target market. Its brand DNA is about freedom and sustainable financial wellness through accessibility and technology.
Vegemite is an Australian icon with a strong and instantly recognisable brand identity. Vegemite has stuck to its guns over many years, with its persistent logo, brand colours, and recipe proving the power of consistency. While it's not afraid to be quirky or change with the times, Vegemite's brand DNA is based on an established and very Australian story.

Brand DNA is the central core of your business. It's your brand's position in the market, the promise you make to your customers, and the values that set you apart. From the purpose of your business to the voice you use to communicate, everything plays an important role. Just like the nucleotides that make up your body's DNA, these individual elements can be moved around — but never left out — to produce endless diversity in a consistent and familiar package.

If you're ready to transform your business with a killer brand strategy, please contact me for more information about The Marketing DNA Foundation Program .

Nine ways a marketing coach can stop your business flatlining

hello@dinazaitman.com (Dina Zaitman) — Tue, 02 Feb 2021 03:57:57 GMT

Trying to grow your business but not seeing any positive change? You're not alone.

When you're running a small business, it's easy to focus on quick wins like; improving your website, writing some social posts, answering emails, or simply serving customers. These are all important tasks, but they often feel adhoc. There is something that's always missing. An overarching strategy.

Basically, it's pretty hard to really grow your business unless you're willing to invest more in marketing your business. I've been doing marketing for over 20 years and I know that marketing isn't easy, especially if you're juggling other tasks at the same time or feeling out of your depth. Mums, you know what i mean!

That's why it's smart to talk to an experienced marketing coach to see where improvements and efficiencies could be achieved. While it may be tempting to spread out these tasks among your team or even to take them all on by yourself (we've all tried that!), a marketing coach could save you all a great deal of time and stress so you can focus on what you do best.

Not convinced? Here are nine reasons why a marketing coach can help you take your business to the next level:

1. Maximise Your Potential

Ok, your business may be successful (or just getting by), but are you really making the most of everything you have to offer? A marketing coach can easily spot the strengths in your business and help you use them to your advantage. This includes everything from an amazing product that you're not showcasing enough to a social media platform you may have neglected.

2. Help Getting Started

Sometimes taking the first step is the hardest! A marketing coach can help you break things down into doable actions so it doesn't feel too overwhelming. So many people get stuck for ages searching for the right tools and software to manage things. This is simply a waste of your time. Having a marketing mentor by your side is especially ideal for business owners who would love to learn how to run their marketing campaigns themselves.

3. Keep Up with Trends

Are you still sending mail, handing out brochures, or putting ads in the paper? It may be time to try something online. If your business is a bit old school in its marketing tactics (you know who you are), a professional marketing coach can help take you into the 21st century. There's always new email tools, social media platforms, hashtags, lead generation software to be aware of. You can count on a marketing coach to stay on top of what's trending so you don't have to.

4. Manage Your Time

One thing ALL business owners complain about is not having enough time to work on the business. It's a constant struggle running a small business, being in control of everything (including areas like marketing where you may not have much experience). By accepting the support of a marketing coach, you'll have more time to focus on the other aspects of your business that you feel more comfortable with.

5. Gain Valuable Skills/Insights

Let's face it, it's bloody hard to keep up with all the shiny new marketing tools and methods that come out every single day. Having said that, as a business owner, the absolute best thing you can do for your business is to empower yourself with a few critical marketing skills. One of these is learning how to put a marketing strategy together. A marketing coach can offer you some valuable unbiased assessments and insights into your business to determine what sort of marketing strategy you should use.

This includes an understanding of your competitive environment (which is always in flux), a review of your marketing results to date to identify where improvements can be made, and a comprehensive review of your brand and offer to ensure you're adequately positioning yourself for success.

6. Avoid Plateaus

Feel as though your business hasn't made any real strides in the last year because of Covid or some other reason? We call this a 'plateau'. Hitting a plateau means that you're not growing or gaining hardly any new customers. Overcoming this plateau should definitely be your top priority if you intend for your business to last.

Thankfully, a marketing coach is bound to have new and fresh ideas that will give your business the momentum it needs to escape that plateau. This may include offering a new service, altering your branding strategy, or marketing your business on specific social media platforms used by your target audience.

7. Have a Detailed Strategy and Plan

Imagine how much easier it would be to get to your destination if you knew where you were going. A professional marketing coach will work with you to create a 12 months integrated marketing strategy and action plan so you can effectively navigate your way to business success.

Alternatively, if you prefer a more flexible and roll-with-the-punches approach, a marketing coach should have no problem accommodating that. What matters most is that you have a strategy to protect you from spending money and resources on a marketing tactic that's not giving you the results you're looking for.

8. Be Held Accountable

If you're already feeling overwhelmed, you may start losing track of or intentionally neglecting your marketing goals and objectives. When you work with a marketing consultant, you'll be given straightforward things to work on within a set timeframe.

Weekly coaching sessions help keep you accountable for the goals and objectives you've agreed upon while also reviewing your current marketing initiatives. If you work with a professional, these sessions will be highly educational, providing you with valuable tips you can use when you no longer feel that you need a marketing coach.

9. No Commitments Necessary

You may have considered hiring a marketing manager or director in the past to take on your business's many marketing needs on a daily or weekly basis. However, with a new employee comes an extra salary you have to pay and more space you'll have to give up in your workplace. Not to mention, superannuation, sick leave, and holiday pay.

One of the best things about marketing coaches is that they can be hired on a short or long-term agreement. This allows you to reap the many benefits of an experienced marketing consultant without having to spend the money to hire a full-time employee.

NB: Hiring a Marketing Director = Expect to pay $60k to 150k per year depending on their level of experience. Hiring a weekly marketing coach = expect to pay $12k a year and they will empower you to market your own business.

Are you considering hiring a marketing coach?

If you think your business would benefit from collaborating with an experienced marketing coach on a short or long-term agreement, I'd be happy to meet with you to discuss your needs. With over 20 years of experience working with small, medium, large businesses, and non-profits, I know how to assess a business and maximise its potential.

I start with a Marketing Diagnostic Audit , to analyse your business and get to the root of the marketing challenge your business is facing. Using this information, we'll then discuss whether you'd be the right fit for my MarketingDNA Program or another service I offer. The MarketingDNA Program has been designed to help small businesses build a rock solid marketing foundation and implement a systematic and structured approach to marketing.

When you work with me, you gain a valuable new team member that's dedicated to turning wishful thinking into effective strategic planning. If you have any questions about what I'll bring to your business or would like to work together, please don't hesitate to book a FREE strategy call with me at https://calendly.com/dinazaitmancoach/strategycall

I hope to assist you soon!

Dina

Why Small Businesses need a Marketing Coach

hello@dinazaitman.com (Dina Zaitman) — Mon, 11 Jan 2021 13:57:40 GMT

I am going to be pretty direct. If you are a small business owner, you need some marketing coaching. Now that’s a pretty bold statement but let me back it up. Here’s why. Acquiring profitable new business is the result of all the things your business does – not just the result of a well executed marketing tactic. Yes, the tactic has to be done well, but to do so means you clearly understand and can articulate:

Your ideal client and their core issues that you will be solving
A good sense of your ideal client's buying process and triggers
Your difference to the ideal client in how you are going to solve those issues
The various different offers you have for the ideal client depending on the level of their issues
A crystal clear path on how you are going to get that prospective ideal client to know, like and trust you.

Can't I just hire an online marketing company?

Sure. there are loads of “marketing agencies” that are willing to take your money and do lead generation for you and they may be able to deliver activity for you. Like SEO, or Google Ads etc.. And that activity might give you piece of mind that you are doing something to move your business.

These vendors probably asked you questions about your target market and your customers – at least enough so they could do their job. But did they help you put it all together in a repeatable process that you can own? If you go back into past years and dollars spent, what did you accomplish for all that outlay of money?

So what does a marketing coach do for you?

A great small business marketing consultant will help you focus on the following:

STRATEGY: Get the basics of the strategy in place first, before you launch any new program. Who is your ideal customer? What issues are they having that you can solve? How are you so awesome that they would be crazy to select someone else?

ACTION PLANNING: Build a marketing calendar of actions and activities that takes into account a balance of what you need to do and what you can actually accomplish. This is a week by week calendar of what needs to be done and who is doing it.

TRACKING: Measuring the results of the programs they put in place with you and in making sure you can track what is going on with every action and activity you undertake.

ACCOUNTABILITY: Keeping you on track. It’s fine and dandy to do all of the work but if you don’t have someone that is going to make you accountable, the chances of failure are high. Look for someone that is going to be ready for an ongoing relationship as your coach, mentor, and accountability partner when needed.

Finally, a great consultant – marketing or otherwise – is going to be willing to tell you truth. Not what you want to hear, but what you need to hear. I am able to work with clients to help them be more self sufficient and confident in their marketing efforts. And the highest compliment I can be paid is that “Dina has helped me look at my business differently”.

Here’s a very clear call to action:

If you’d like some help figuring out where you are wasting money on marketing...and you’d like to consider a process to look at your marketing efforts differently, let's chat. Book in a free 30 minute Consult

"Do I need a Marketing Strategy?" Yes you do.

hello@dinazaitman.com (Dina Zaitman) — Sat, 12 Dec 2020 16:20:19 GMT

If I asked you to define what a marketing strategy is, could you?

Or would you find yourself fumbling around in the dark hoping you land upon the right words?

If your answer was "um...not sure", it's not your fault. So many marketing articles and texts make it far too complicated.

So here is a simple answer for you:

A marketing strategy in simple terms is a roadmap to sales.

It tells you what your brand stands for and how you will present yourself.

It tells you the goals and objectives you have set for the next 12 months and gives you a way to measure your success.

It tells you where you stand in comparison to your competitors.

It tells you what makes you different or special.

It tells you what problems your business will be solving.

It tells you all about the people who will most likely want to buy your product/services.

It tells you what you need to do/say to get noticed.

It tells you how to get people to buy from you.

It tells you what you need to sell to solve those problems.

It tells you exactly what actions to take to make that happen and when.

It tells you how much it will all cost you.

Now doesn't that sound awesome!?

Not only that, it sounds pretty damn important for business owners.

Well I have some surprising news, if you have no defined marketing strategy yet then chances are you are pretty far away from reaching your goals.

So how can you tell if you need a marketing strategy?

Here are some tell-tale signs that you need a marketing strategy:

1. You don't yet have one.

Do you have a written document that defines your marketing objectives and how they will be achieved? There's only one way to get this clarity and direction and that's to get a marketing strategy . Without it, you will find it hard to grow your business.

2. Your brand is outdated.

If you're a growing company that still has a logo and tagline that you came up with yourself, it might be time to consider getting a new outfit for your business; how you look and present yourself will have an effect on the type of customers you attract.

3. Sales conversion is low.

Have you been investing in marketing both online and through traditional methods, but something’s not working? Maybe the sales aren’t coming in and you're wondering what to do. It could be that your marketing is missing the mark but without a strategy, you won't know.

4. You're business has stopped growing.

I constantly hear business owners say "we're doing ok, business is fine". Well i am pretty sure you didn't start your own business to get to 'fine'. If the revenue curve has flattened, investing in a marketing strategy may be the catalyst you need to identify new markets and opportunities you haven't yet considered.

5. You are no longer standing out.

Do you have room in your budget to be innovative and try something new? Are your tried-and-true tactics no longer helping you to stand out? It may be time to evaluate your marketing spend through the lens of what-we-need versus what-we’ve-always done.

6. Your strategy is old.

If your strategy is older than 2-3 years it might be time for an update. The pace of change is so fast these days that a marketing plan that’s older than 24-36 months probably doesn’t account for new developments in marketing. You should be updating it every 12-18 months to ensure it remains aligned with your core values and overall business strategy while allowing you to capitalise on emerging opportunities.

7. Needs have changed.

Are you in touch with your audience's needs? As your customers and prospects are shopping around for the best option, you need to make sure your strategy has accounted for changes in their preferences and modes of communication. Or you will risk them going elsewhere. A sound marketing strategy should always be based on an understanding and addressing customers’ perceptions, preferences and pain points.

8. Tactics before strategy.

Sometimes we get so focused on the tactics like social media, mobile, email, or SEM that we lose sight of how it will all work together. The best way to avoid this is to first determine which strategic marketing initiatives, tactics and channels that will most effectively reach your target customers.

9. No valuable content.

You may have heard the phrase 'content is king'. Well that was never more true than now. Despite the deluge of information available online, customers are starving for knowledge. In 2021 it's important to demonstrate your unique perspective. One of the best ways to prove your worth is to integrate a content marketing plan into your strategy Using content methods like blogs, webinars, podcasts, events, video, and social posts can and should guide prospects through your sales funnel and help you find, define and convert leads into named prospects.

10. Your competitors have more customers than you

Have you noticed your competitors seem to have a lot more going on than you? What do you do? You need a bold strategy - a clear road map of what to do and how to secure your company from becoming old news.

Interested in getting your marketing strategy sorted?

If any of the above rings true for your company, it may mean it’s time to take a step back and reassess your marketing goals and establish your 2021 integrated marketing strategy.

The easiest thing to do is to book a free Diagnostic Session with Dina ,

You'll able to braindump what's been holding you back and finally move forward.

https://calendly.com/dinazaitmancoach/diagnosticcall

Happy strategising!

Cheers

Dina

5 Tips to Kickoff your Marketing with a Bang

hello@dinazaitman.com (Dina Zaitman) — Sat, 19 Sep 2020 22:37:30 GMT

Yes, 2020 has been a crappy year but 2021 doesn't have to be.

A good marketing strategy is key to the success of your company’s marketing efforts – from the messaging on your website to your the posts you write in social media. Unfortunately, many businesses approach marketing projects from a tactical standpoint, taking a reactive approach rather than a proactive one, and only tackling challenges when they arise. For example, 'sales are low this month, let's do a facebook campaign!'. 'There is an expo coming up, let's get a stand!.'

In 2020 and 2021, I want to urge all of you to take steps towards a crisis-proof strategy that is aligned with your goals, not putting out last-minute fires. Obviously Covid-19 has been a MASSIVE fire to put out but rather than burying your head in the sand, it's actually the perfect time for services businesses to focus on what you're trying to accomplish, who you're trying to reach, when best to reach your audience and how you will achieve the desired results.

Follow these five tips to help ensure your small business is set up for success across all of your marketing efforts in 2021:

Tip 1: Identify your ideal audience

Your business most likely exists because there was a gap in needs that wasn’t being met by other services or solutions in the market. You know your service better than anyone – but do you know your ideal customer better than anyone? Taking time to evaluate who is actually buying your service, who is most successful in using it, and what their overall profile looks like – their age, job title, business size, and so on – can help you further understand where to look for new customers.

Tip 2: Set SMART goals so you know where you want to go

We have so many marketing options available to us now – social media, email campaigns, online ads, webinars, events – but do you have the ability, and resources to execute on these options? If you ensure your marketing goals are SMART goals – specific, measurable, achievable, realistic and timely, then you will have a better chance of getting ROI. For example let's say we decide to set up your business on Facebook but you don't post anything, you may lose credibility. It may be better in that instance to use your time and resources in other ways, or outsource.

Tip 3: Avoid 'hope' marketing and develop a marketing strategy to achieve your goals

I talk about this alot. Would you climb Everest without a plan? Can you become an Olympian without a plan? Would you build a house with a plan? So why would you expect to succeed in business without a plan. It may sound obvious to some, but having a clear marketing timeline with key milestones, deadlines and associated tasks is the foundation of your marketing strategy. If you only focus on the “fires to put out” you won’t achieve much and you'll feel like you are winging it.

Let's get that started with a marketing strategy kickoff session .

Tip 4: Set your plan into action

Once you’ve created a marketing plan with clear dates and milestones, it’s time to get started on actioning the plan. I know this can seem overwhelming especially if you are a solopreneur so here are a few tips to staying on top of your plan:

Start the week with a plan. Every day should have a gameplan with realistic, achievable goals.
Automate to save time. You can't be everywhere at once and there are many tools now that can help with basic time consuming tasks.
Get connected through a network like BNI which can help you grow your business.
Get a marketing coach to keep you accountable.

Tip 5: Monitor your marketing results

Are you sending emails, posting on socials, or advertising on google but not monitoring the results? What if your messaging isn't quite right or you are attracting the wrong audiences. Without proper analysis of your results, you could be leaving money on the table doing the wrong things. Conversely, perhaps you have attracted more leads than you can manage. It's quite possible then that you need to outsource some basic tasks. My best advice is to get an audit done of your marketing to date by an online marketing specialist and ensure you have the appropriate systems in place to track and monitor the results of your various marketing campaigns and use the data you collect to make data-driven recommendations and improvements for your campaigns. Continuing to use marketing channels that aren’t working for you is a waste of time and resources, and can sometimes also damage your brand.

My final thought is, imagine how doing these things could actually be fun and inspiring instead of a headache. By following these five tips, you can ensure marketing success for your business while maximising your efforts and achieving the highest ROI.

Book a free 30 minute consult and let's get started.

Have a great day!

Content Strategy, Huh?

hello@dinazaitman.com (Dina Zaitman) — Wed, 05 Aug 2020 17:33:48 GMT

If you want to create results for your business, you need to publish effective content. There is literally nothing more important.

Are you....

✏︎ Feeling frustrated because you never know what or when to post?

✏︎ Wondering why social media has to be so hard and if it’s even worth it?

✏︎ Struggling to get your message out to your people?

Just imagine how it will feel when:

�� You have an easily repeatable content strategy that works for YOU so that you are bringing in clients through your posts

�� You no longer have to struggle with what and when to post

�� You are consistently attracting your ideal clients with grace and ease

Sounds amazing, right?!?

Guess what?

It's 100% possible!!

Let's take step back.

If you run any type of professional business today you’ll know that, in terms of marketing, the world has changed dramatically. Tried and tested activities for getting customer attention just don’t work like they once did. Even the website you invested time and effort in creating, no longer generates the leads you want.

So how on earth does a small business grow their business? I'm going to make this super simple for you.

What is content?

Anything as simple as an email or website or, as complex as a suite of resources that your business communicates/offers to customers like ebooks, podcasts, infographics, whitepapers, blogs, videos, etc..

Here are the 'types of content' your business could produce:

Blog Posts: tweets, status updates
Presentation/Youtube/SlideShare
Ad
Catalog
Podcast
Survey
Signage
Personal/peer recommendation
Conversation/chat/video conference
Collateral
Case study
Fact sheet
Demo
Whitepaper/Ebook
Templates
Checklist Downloads
and more!

What is a Content Strategy? (My favourite definition)

"It's the efficient process that ends in publishing content that drives action/behaviour."

Phew! Glad we got that out of the way.

If you are wanting to create ANY content, answer these questions first:

Why am I producing this content
Who am I producing this content for
In what format am I producing this content
How am I going to create this content
How am I going to distribute/promote the content
How am I going to measure my efforts

If answering these questions leaves you staring blankly into space, you're not alone. If you're ready to take action, I can help you...

✅ Build a profitable business through an easy content strategy

✅ Develop clarity in your marketing

✅ Increase your online and brand awareness

✅ Establish authority and credibility so that you become the go-to expert in your industry

✅ Create loyal fans and clients

Schedule a free consultation with me and we'll work through it all together and get you on your way to content mastery.

Book your complimentary 30 minute consultation here

The Content Marketing Funnel

hello@dinazaitman.com (Dina Zaitman) — Thu, 07 May 2020 14:52:47 GMT

Content marketing is one of the most important disciplines all of us marketers, have had to learn. And we're still learning!

Like it or not, a lot of the content we consume online has a very specific purpose: to get you to buy. Or sign up. Or learn more. Even the seemingly fluffy pieces like “The 10 Best Pet-Friendly Hotels in Melbourne” have been crafted to influence a specific response.

Mastering the content marketing funnel is now one of the most important disciplines all of us marketers, have had to learn. Why? Because most of the content we read and interact with on a daily basis is part of the content marketing funnel. And we're still learning!

One thing I am noticing now is people just “dumping” huge amounts of content into their digital channels and hoping it will engage with audiences and drive action. This won't work. There is a journey people go through and the challenge is delivering relevant and engaging content at each stage of the journey.

So what is a Content Marketing Funnel exactly?

Simple, it's the journey that potential customers go through when considering a purchase, and it’s part of a larger overall content marketing strategy. The content in the different stages supports the customer journey, and good content pushes your leads closer to a purchase. Each stage serves a specific purpose in the customer's journey, as should the content presented to the customer in those stages.

Marketing Funnel Phases

(Please note, there is ALOT of information on the web about this some present a funnel that is quite a bit more complicated but for simplicity sake, this is the basic model.

Awareness - Content focused on educating your audience.
Evaluation - Customers determine whether they need your product.
Conversion - Reasons to buy your product.
Delight - Keeping your audience engaged.

Phase 1: Awareness - in this phase people are doing research to answer their burning need, problem or question so help them with educational type content like: shareable blog posts, social posts, videos, research studies, ebooks or webinars. Don't do the hard sell here. Just educate.

Phase 2: Consideration - as people become more informed, they start thinking about whether they really need your product or service. They are considering available options but may still not be ready to commit just yet. This is your perfect opportunity to build trust so focus on building relationships and help them c ompare their options. Use case studies, videos, emails, useful downloads, free trials, events/webinars, side by side comparisons.

Phase 3: Decision - in this phase your customer is almost ready to buy. Almost. So give them a reason. Make sure they understand exactly why they should choose you. This is where demos, case studies, testimonials or product reviews are crucial. Give them a reason to buy.

Phase 4: Purchase - your customer has made their purchase. Just don't leave them hanging. This step includes the post purchase phase where you need to focus on retaining or delighting customers. Your content should always give customers simple ways to stay engaged and share their feedback with your business. Keep giving them valuable content like user guides, email newsletters, updates etc.. You could even r eward them with special promotions or early previews of new products. Even if your customer isn’t a repeat buyer, they still have influencing power in their social circles.

Where to from here?

If you need help defining the customer journey for YOUR business, book a free strategy consult with me and we can chat about your business needs. I would love to help you.

Book a Call

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