Strategy Archives - The Marketing Posse

3 Tips to Get Your Marketing Plan to Stick

February 7, 2019/in Business, Design, Innovation, Management, MARKETING, People, Strategy, Technology, Training

Just the other day, I read a stat that 80% of New Year’s resolutions fail by February. 80%!! What a staggering statistic when you think about all the good intentions and efforts that go into starting the year off right. A marketing plan can be like a New Year’s resolution. It will fall to the wayside if you aren’t investing the time to make it a working plan. It is so easy to lose sight of the important things and get caught up in the “needs of the moment”. The task of building the plan is a tremendous undertaking and one that requires active steps and a concerted effort to bring to life. Now is the time to be intentional and make it stick. Besides, there is too much good work and thinking in that plan to let it go to waste.

Here are my top 3 tips for getting your marketing plan off and running. I like to call it plan the work – work the plan (P.S., I didn’t invent that, I just love it). This is the time of year to get to work on working the plan.

TIP #1 – LET TECHNOLOGY BE YOUR SECRET WEAPON

How are you tracking the work? Have you created a detailed account of deliverables, key dates and project owners? Consider what technology solutions are available to you or that you can go acquire to help you track plan milestones. These tools are your friends. You can assign tasks and notify task owners. Here at the Posse, we use Asana to manage our projects and set tasks. We can set alerts in the system so that task owners know when a due date is approaching. We also can have “conversations” about the work in the program so that anyone who is involved with the project can stay up to date. The beauty of a system like Asana or Basecamp or any other project management tool is that it forces you to think through the execution of an initiative. It takes some discipline, but once you have identified the tasks and entered them in the system, the execution is much easier and more efficient. Most importantly, when you look at your tasks for the day, you know they are tied to a bigger plan and you are focused on achieving your objectives instead of just “today’s fire drills”. By the way, the fire drills will still be there, but now you can balance and prioritize what needs to get done with what should get done.

TIP#2 – SCHEDULE AND HOST “CHECK-IN” MEETINGS

No technology solution can completely replace face-to-face conversations. That is why even if you have a sophisticated project management tool in place, it is still important to check in with the team and revisit the plan periodically to ensure that it is on track and top of mind. I’ve been in organizations where these meetings can be tedious, long, and people dread participating in them. There are numerous articles and books, to tap into to have a more productive meeting, but I recommend something different. If the objective is to hold yourself and the team accountable and make the plan a priority, then keep it short and simple and don’t be afraid to make it fun. Make it a pizza meeting and focus on results and challenges only. Celebrate successes with the team. Bring leadership along and if you are leadership, check-in with your teams or find ways to show your team that you are prioritizing the work plan too.

TIP #3 – PLACE SOME SMALL BETS AND BE FLEXIBLE

Now that you have the marketing plan broken down into manageable tasks (that was in tip #1), place some small bets, but stay flexible along the way. The Merriam-Webster dictionary definition of a plan is “a method for achieving an end.” Sometimes you may get into the work and find out that there is another method that should be considered or maybe the end goal is still correct, but the way you are going about it isn’t working. Rather than making a commitment to the plan, commit to the end goal. Flex your methods and place some small bets to see what you can test and learn. Let’s imagine you have a holiday program that starts in Q4. You aren’t going to begin implementing the plan until much later in the year, but there may be things that you could do now to test the plan. Are there some “plan b” options that you should be considering? It is better to find out early that plan adjustments are needed rather than trying to rewrite your program strategy in November. Be ready to adjust based on the business needs and performance. Something will go wrong or at least, not as planned. So, be flexible and don’t be married to the plan, just to the goal.

Let’s wrap this up, shall we? It’s February and the year is officially in full swing. It can be hard to stay on task when the day-to-day stuff can sometimes take over. So, make time to work the plan you have developed. First, leverage technology to get organized and be efficient. Second, hold yourself and your team accountable (but make it fun!). And lastly, place bets, but be flexible if you run into challenges or are not getting the results you need. You got this!

Cheers!

Danielle Vona
danielle.vona@themarketingposse.com

And P.S. – if you don’t have a plan at all, give us a call…it’s not too late., we are happy to help you get off to a great start for a successful 2019. At The Marketing Posse, we love a good plan. But, we love a good plan that is well executed even more.

The Art of Networking (Part 2)

November 26, 2018/in Business, Management, People, Strategy, Training

In The Art of Networking – Part 1, we talked about how important networking is and gave you a few tips and best practices. Now in Part 2, we want to talk about how to network. Imagine you are at an event, you are by yourself, not that comfortable chatting people up; what to do…help, please??!! Some people are really good at this. It’s second nature to them while others have to work a little harder. Whether it is in your DNA or not, these four steps can exponentially help you to be more effective at networking.

1. FIRST STEP IS TO SET GOALS FOR YOURSELF – Why am I networking and how do I measure success?

You might be networking because you love people and want to build a reputation for yourself as a connector. Or you might be networking because you are trying to generate leads for your business. Or you might be networking because you are trying to gain support for a cause you are passionate about. Take a few minutes before the event or networking opportunity to really think about this and set some goals for yourself. Don’t pick too many things or try to do too much. Keep it focused and manageable. You may want to simply meet 3 people you can add to your newsletter distribution. Here is an even better example. Let’s assume I am going to a women’s leadership conference. I might set myself a goal to meet 5 people that are business owners or decision makers in their company. This is nice and specific, but it’s also attainable and doesn’t stress me out. For an event like this, I might even be able to get a list of attendees in advance and target specific people I want to meet.

2. BE A CONVERSATION STARTER– How do I find the right people and what do I say?

The key to getting the conversation going is to engage and ask questions. You may be one of those people who can’t wait to get to the event and start meeting people, but lots of people are not really comfortable with it. You can take away some of that anxiety by having a plan. Let’s imagine I am at that same conference, and I just walked into the General Session. I don’t know anyone. I feel a little disoriented, but I have arrived a little early so I have plenty of time to get acclimated and get the lay of the land. First, I am going to claim a seat. There is no assigned seating, so I am going to select a table towards the middle closer to the front, but not “in front”. People that are “less comfortable” are likely to sit in the back or people that may want to leave or be in and out sit in the back. Picking a seat closer to the front is likely to have people that are more engaged in the event. Second, I am going to introduce myself to the people at the table right away…it always seems a little awkward if you wait, but if you do it right away, it breaks the ice and sets the tone.

Now you are sitting next to someone…what do you say and how do you engage in conversation? Don’t be a conversation stopper. Have you met people like this? They give one word answers “yes, no, sometimes”…full stop. Your goal is to invite conversation, so the key is to ask questions and be curious. Keep it about them and get them to do the talking. You can start with something simple, but keep it interesting. Don’t ask them what they do…boring. Get to know them as people first. Ask questions that might be relevant and give you an opportunity to connect. Write out a few things in advance that might be good, relevant conversation starters. For example, I might mention that I’m taking my daughter to college for the first time. Ask questions about them that helps you find some common ground to relate to (i.e. do you have kids? Favorite things to do on the weekend? etc.). Once you get them talking you can get back around to business. To keep them engaged in the business conversation, a few favorite phrases that work well for me have been things like: that’s interesting, how exactly does that work? Or how did you get started in your role/industry? Or I am not that familiar, what are some of the biggest issues you face? Get them to tell you more about what they do or their processes with genuine curiosity.

Don’t ask questions in a way that makes people feel like they are taking a quiz. Ask questions that invite conversation and shows your interest. Instead of “Who is your target market?” you might say, “Is there a target market that works best for you?” Most importantly, keep the conversation focused on them and what you can do for them not for your business…just for them. Think about anyone you can connect them with or resources you can suggest. They will remember you more for being helpful than for trying to sell them something. And if they are not part of your goal, that’s okay. They may know someone who is. Make them a connection and add them to your network…then move on. If you feel like you have spent a lot of time and they are not part of your goal, it may be time for a cup of Joe. You can step away and meet someone new.

3. JUST BE REAL – Is all this planning too contrived and salesy?

Having a plan will help build your confidence and help you measure the effectiveness of your time and efforts. Your time is an investment and you want to spend it wisely. So, NO, it’s only salesy if you approach it that way. At the end of the day, we are all just people and networking is about connecting and building relationships. Your conversation starters should be real things about your life, your likes and your passions. All of the planning tactics (goal setting and prepared conversation starters) are just ways to smoothly transition into a networking setting. Being prepared will allow you to relax and engage in real conversation. Think about this – the person you are talking with is probably there for the same reason you are – to make a connection. When you are yourself, you are making it easier for everyone to have a great conversation. Be real, genuine and authentic. When you are talking with them, be focused on what they are saying and be a good listener. Spend 20% of your time talking and 80% of your time listening…the golden 80/20 rule.

4. DON’T FORGET TO FOLLOW UP – How do I stay connected to the people I meet?

Connecting back with people you have met is the most critical step in the process. It’s a habit you want to create that will be worth it – I promise. It can be overwhelming to feel like you have added more “work” for yourself, so keep it simple. This isn’t like the old dating adage “Give it a few days so you don’t look too anxious.” Follow up right away, the next day if possible. It makes people feel important and that connecting with them was meaningful to you.

As you meet people, you will find interesting ways to reconnect or follow up. You can simply send an email that says “It was great to meet you and I look forward to staying connected”. Then be sure to connect with them on LinkedIn and other social channels where relevant. It reinforces that you want to stay connected. You can also find more personal ways to connect like “I will send you a few restaurants I love in that town”…then make sure you follow up. I like to put it in my phone right as I am talking to the person, so I don’t forget. It also shows my commitment and reminds me to follow up. Other people might make notes on the back of business cards or right after the event. Whatever your process is, make sure to follow up. Real connections aren’t made in just one conversation. They are made by building relationships over time.

At The Marketing Posse, we know about the power of connections and hope that these tips will help you engage in meaningful and productive conversations at your next event. Let us know how it goes at your next networking opportunity or let us know if we can help expand your network!

Cheers!

Danielle Vona

danielle@themarketingposse.com

5-Legged Journey to Marketing Magic

October 3, 2018/in Business, Management, Strategy, Training

“It’s not just about the destination. It’s the journey.”

Oftentimes, the companies and individuals I work with feel overwhelmed by the marketing plan process. It can be a daunting task that involves multiple stakeholders. Sometimes, just getting everyone together in the same place at the same time can feel monumental. But, the plan itself does not need to be overly complicated or overwhelming. Some of the best marketing plans are actually quite simple – clear and concise. Let’s pretend we are going on a ROAD-TRIP (shot gun!)…

A marketing plan, much like a road trip, has three basic sections: (1) the objective – where are we going or our “destination”, (2) the strategies – what route are we going to take to get there, and (3) the specific tactics – what vehicle will we drive. Oh, and as a bonus during the strategy section, we may want to consider alternate routes in case there is traffic or road blocks.

What happens during the course of writing a branded marketing plan is the magic of it. It’s the joy of the journey and the most fun part! A well-crafted marketing plan is written in collaboration with people across the business and forces conversations on meaty, strategic topics. It forces teams to recognize trade-offs and align on priorities. So, the real beauty of the marketing plan lies not just in the plan itself but also the process of getting there (that’s the Road-trip part!). I want to share my approach to this journey, so you and your teams can achieve marketing magic – a clearly articulated destination and a plan of how to get there with everyone in the car with you.

Journey Leg #1 – Where To?
Setting clear objectives can often feel esoteric. “Grow the business” – “Get new users” – “Drive Traffic”. Yes, these are all objectives, but they can feel overwhelming and as they are, they don’t really help the team understand what to do or how they can contribute. It’s like telling someone to “just drive south” without telling them how far or what the fastest route might be. I find the best way to set objectives is to break it down… then break it down again. If your objective is to grow 5% in revenue, break it down into dollars, then break it down by quarter, then potential products and channels, etc. You get the idea. The more specific the objective, the easier it will be to develop compelling marketing and sales initiatives! Align as a team on the break down so everyone agrees and is headed to the same place.

Journey Leg #2 – Who Cares?
Now that we are grounded in our objective, who is buying? Set aside, for a minute, who we are selling to today, who do we want to sell to? Sometimes the person who is buying from you today might not be the one buying tomorrow. Or maybe there are new growth opportunities by re-framing who you are selling to. Never do this at the expense of your current customer or buyer but be as aspirational as possible in order to grow. And keep it simple with a sentence like “For people who look like this and act like that and need this…”.

Journey Leg #3 – Why You?
Now, the most critical conversation of all. Why choose you? What are the areas where you stand out from competition and win? To answer that question, you need to understand the competitors and what they are great at. There may be some areas where being at parity with the competition is ok and you have to nail the basics. But there should be areas where you are differentiated and the clear choice. It’s those reasons why people would choose to spend a dollar with you versus other options. Those are the things that stand out and where you have the capability to shine. This is the cornerstone of your communication strategy. It tells you what to talk about.

Journey Leg #4 – Why Not?
The most fun and magical part of the process are the initiatives and ideas that bring your strategy to life. What are the specific action items that we can start doing to implement our strategy? Be sure the tactics are going to help achieve the objective from “where to”. Don’t get distracted by ideas, recommendations or suggestions that aren’t focused on your goal…it’s just a distraction? This will likely require trade-offs. Estimate the value of each idea and build them into your plan. Make sure your total estimates exceed your goals. Everything you do may not work, so build in room to experiment.

Journey Leg #5 – Well Done!
The last leg of our journey is all about knowing when we are there. How do we know if we are successful? As you define your tactics think about how you will measure the success of that effort against the objectives you’ve aligned to. Measure often and don’t wait too long to adjust if something is not working. There are always alternate routes. Oh, and one last, important note. Make sure to celebrate achievements along the way. It will make the journey all the more magical.

At The Marketing Posse we thrive on helping companies create marketing magic. If you need help getting started or navigating the planning process, please reach out. We are here for you! The fall season is a great time of year for teams to have this dialogue and to create solid plans for the next year.

The Art of Networking (Part 1)

August 30, 2018/in Business, Management, People, Strategy

Fall not only kick starts back to school for the kids but also marks the start of a renewed calendar of events from businesses and organizations. From happy hours to speaker series to galas, these are all opportunities for networking and meeting new people.

For me, the meaning of networking has evolved significantly throughout my career. Early in my professional life, I didn’t network at all. As LinkedIn become more prevalent, I was keeping in touch with many of my colleagues, but not actively or consciously focused on cultivating my network. It wasn’t until I left my role at Sonic and was actively looking for a job for the first time that I really felt the importance of networking. Although unintentional but lucky, I had been amassing an amazing network over the years. In fact, an enormous part of my current network is people I met or worked with during my time at Pepsi…and many of them have gone on to do other great things. Now that I have launched The Marketing Posse, my network is key to my business. The people that know me and have worked with me are the ones most likely to hire us. I landed my first large project with Clear Channel Outdoor as Interim CMO as a direct result of someone in my network; thank you, Matt!

Networking sometimes has a bad rap with the connotation of being superficial and a lot of “work.” In reality, it is the simple process of building relationships which is critical to growing any business. No man/woman is an island – and networking helps you not only get business but identify the right resources who can help you once you get the business.

I cannot over-emphasize the importance of networking, but how do you get started? Here are some tips that will lead to networking success throughout your career:

Take time to keep in touch with people and nurture it – your network is a result of what you make of it…these are YOUR people.
Don’t assume anything, you never know when you may need someone’s help or they may need yours! Networking is not a one-way street. The strongest relationships are the ones that are mutually beneficial.
Stay current – LinkedIn is a really efficient way to stay in touch, so make sure your profile is up to date. Congratulating you on an anniversary for a job you are no longer in is a bummer.
Always answer comments/emails/phone calls…always. No one likes to be blown off and they are reaching out, so reach back.
Ask for help – most everyone wants to be supportive – take advantage of that and don’t be afraid to speak up when you need a recommendation or introductions.

At The Marketing Posse, we know how important connecting with the right people is. We thank our current network who has helped get our business where it is and our future network for helping us take it to the next level. We also offer workshops and training programs that are a great platform for networking and meeting new people. Come join us and expand your network! There is never a downside to meeting new people. Look out for Part 2 of this blog which will get down to the nitty gritty of “how to network”.

Cheers!

Danielle Vona

danielle@themarketingposse.com

Social Media for Entrepreneurs (Not Dummies)

March 15, 2017/in Blog, Business, Strategy

Remember when landlines and snail mail were our favorite forms of communication? I can almost still feel that tiny burst of excitement after coming home to a green blinking light on the answering machine. It meant that someone most likely memorized my number, called me while I was out of the house and cared enough to leave a voicemail. That sense of satisfaction still lives somewhere inside us, but today, we thrive off instant gratification and convenience instead. Face-to-face meetings have turned into Skype meetings. Text messages are favored over phone calls. Feelings can be expressed through a library of never-ending emoticons. But what’s majorly leading the communication evolution is social media… and the conversation never stops.

Social media is no longer just social either, it’s a lifestyle. Outside of talking to each other, we’re buying our favorite products, connecting with brands we love and celebrating shareable life moments. It’s everywhere, is always at our fingertips and gives us everything we crave, including instant gratification. So, if you’re an entrepreneur with a new business you should ask yourself this question: If you’re not on social media, do you really exist?

What’s most interesting about social media is that despite its reign over the conversational universe, some brands and start-ups aren’t utilizing it. These companies are relying on traditional media to drive awareness, but they’re missing out on t opportunity to drive engagement through social media. Facebook, Twitter, Instagram, Snapchat, Pinterest, Tumblr, YouTube, Google+, Vimeo, Vine. This isn’t just a laundry list of platforms, it’s a road map of opportunities for you to grow your business. If you haven’t started yet, here are the keys to unlocking your social castle:

Find the Right Platforms for Your Business

All social media platforms aren’t created equal. Depending on what industry you’re in, some platforms will work harder for you than others. Creating a clear communication strategy will help define who you want to talk to and what you want to say. Every platform caters to a different audience and ultimately, your key messaging will dictate where you belong in the social circle. For example, Instagram users value aesthetically beautiful images and videos, which is why it’s a sweet spot for hospitality and retail brands. Oppositely, if you’re looking for a vehicle to maximize blog content or announce company news, LinkedIn will be your new best friend. Finding the right platform is like finding the perfect pair of shoes. If the shoe doesn’t fit, you put it down and forget about it. If you try on three pairs that make you look amazing – buy them all. 🙂

2. Generate Engaging Content

In the world of social media, content is king. It can make a powerful first impression on someone new to your brand, or convert a follower into a customer. The key to content is making it relevant, attractive and engaging. My rule of thumb is if a piece of content doesn’t excite me, I don’t share it. If I wouldn’t like it, then why would anyone else? Your content should tell your brand story in a way that makes people want to be part of it. It should command attention through authenticity.

3. Automate Posts, Eliminate Stress

If you’ve dappled in social media, even on a personal level, you know it can be time consuming. Thankfully there are scheduling tools like Sprout Social and Hootesuite to automate posting! These tools not only do all the execution work for you, they also offer reporting. As an Entrepreneur with a million responsibilities and a vision to achieve, tools like this will give you more of what you need: time. *collective sigh of relief* Additionally, measuring social success month over month will help you gain a better understanding of what’s working for your business and what’s not. The key metrics to watch on social media are engagement, impressions and clicks that are driving traffic to your website.

4. Invest in Your Brand & Be Consistent

The simple saying, you get what you give, applies across the social media board. Like anything else in business, it requires you to invest time and money in it before it becomes lucrative. The most effective way to build a social media audience is through consistent, targeted promoted posts. These posts allow you to reach your target demographic and raise awareness for your brand. In fact, through Facebook you can create audiences based on interest, geographic location, demographic and online behavior. When you have an important message to share, you can feel confident knowing it will be delivered to the right people – where and when you need it to be.

5. Collaborate with Influences in Your Space

Social media is like high school. It’s made up of different cliques of like-minded people. There’s the jocks who worship sports, the notorious band geeks, the work-out junkies, the artists and of course, the popular crew. In this case, social media influencers represent the group everyone follows and admires. Think… “The Plastics” in Mean Girls. An influencer is someone on social media who has established credibility in a specific industry. They have access to a large, curated audience (typically over 100k followers) and act as trusted brand ambassadors to help increase your reach. Collaborating with them works wonders for brand exposure and filling the sales pipeline! First step: find an influencer who loves your vision. Then watch the magic unfold.

No matter what approach you take, leveraging social media for your company is a step in the right direction! Still have questions? Feel free to reach out to me at Melissa@themarketingposse.com.

Peace, love + posting,

Melissa Santell

Marketing Maven

The Marketing Posse

3 Tips to Get Your Marketing Plan to Stick

The Art of Networking (Part 1)

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