Your online messaging will either activate or shut down your audience. Work with me to craft a successful website that is neither sales-y nor manipulative, but clearly tells your story and purpose in a way that will actually make you money.
Why Create a Marketing Strategy & Website?
Your marketing strategy is all about the story you’re telling to potential clients or customers. However, it’s not just about the story itself, but about how you’re telling your story for your business. Visitors to your website (and other outlets such as social media, newsletters, and print materials) need to be able, in some way, to identify with the story that you’re telling. You are the storyteller, and your audience wants to be able to identify with you. Otherwise, if they cannot identify with your story, they won’t feel excited about what you’re doing. Most importantly, they won’t understand why your work is relevant to them, and why they should give you money.
Your website is the cornerstone of your digital marketing strategy. Your website makes your company real in the eyes of your audience. Without a website that authentically talks about your work in a way that your audience can identify with, people really don’t know if you are who you claim to be. A website provides a legitimate reference point for your audience to connect to your work.
What does a website do?
First, let’s see what a website does not do:
A website does not:
Do the marketing for you
Make it unnecessary for you to market yourself
So, what does an effective website do?
An effective website:
Makes your work real in the eyes of your audience
Provides a standard framework for you key messages and offerings
Captures word-of-mouth references and frames how they perceive your work (and can address common misconceptions your audience has about your work)
Reflects your audience’s wants and needs to enable them to connect to the work being done
Can you give me an example of an effective website?
In an effective website, the audience can identify with the experience being discussed.
For example, in the “About Me” or “Our Team” section of the website, it would be possible to loose connection and interest of people reading your site if they can’t identify with what’s written. Connection is the baseline for relationship with the audience, and the precursor to turn them into a customer or supporter.
Hard for an audience to identify with:
During the 20 years Bob worked at Apple, he enjoyed several awards for excellence, until one day, he decided to leave and become a coach for people wanting to achieve excellence in their lives.
Easy for an audience to identify with:
During the 20 years Bob worked at Apple, he struggled to find fulfillment, so he left to become a coach to help people create their own businesses so they don’t have to struggle within a big company.
It’s the combination of small differences that create the difference between a website that works and a website that just looks pretty, but doesn’t actually connect with the intended audience.
What does marketing strategy do?
Your website and digital communication channels (such as Facebook or a newsletter) are pieces of your marketing, but what is the overall plan that they fit into? That’s your marketing strategy.
Your marketing needs to be authentic. Of course, it can be challenging to find the right framework for your story by yourself, simply because you’re sitting in the middle of it. (That’s why so many impassioned people doing what they love find it so hard to come up with the right words when they sit down to write a Facebook post or newsletter blurb). That’s where an outside perspective comes in handy to be able to find the right way of telling your story from within.
When you work with me to create a personalized marketing strategy, we will to find out what works best for you in your specific situation. Based on your knowledge of yourself and my experience, I’ll show you how you can create what you want from what you have. Picking the right tools here is essential so you can grow your business systematically.
What does effective marketing strategy look like?
Case Study: MaMuse
When I was asked to support MaMuse to run a campaign for their 5th album release, I had no idea that we would be able to raise over $50,000 via crowdfunding and boost their Facebook reach by thousands.
It all started with a marketing strategy visioning session, where we not only laid out the vision for MaMuse’s online presence, but we also discussed existing trouble areas for them, and possible solutions. Then, we developed a marketing strategy that acted as a solid road map we could refer back to for where we were headed with the campaign, and the future of MaMuse.
Then the real work began. Creating a strategy won’t do a thing for your outreach if you don’t have the tools, know-how, and people power to put it into place. For MaMuse, that meant writing newsletters, directing photo shoots, recording update videos, updating the blog, posting campaign updates, and writing facebook content. We set up weekly check-in meetings to track progress with the team, and we were able quickly problem-solve unforeseeable bumps in the road, together (although the specific issues are unforeseeable, it’s unrealistic to plan for no minor setbacks).
By the end of it, we had not only successfully run their crowdfunding campaign and launched their 5th album, but we had strategically followed through on our plan and achieved the goals we set out to achieve.
Getting Started Questionnaire
The following questions are designed to get your brain thinking in the direction of creating an effective online presence. Please fill them out and I’ll review them to see where we could start working together. Even if we don’t end up working together, many have found that answering these questions illuminated possibilities they had not thought of before.