Hi, I’m Cynthia, Founder of the Brave Zone. I often meet a lot of self-employed professionals who say that they have done a lot to market their services. But when I look into what they are actually doing, I see that they are missing things and it’s costing them results. So in this video I'd like to help you distinguish between the different kinds of activities that should be in your marketing plan to make sure you get optimum results.
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To improve your business results, please distinguish between one-time tasks and routine tasks. There are some activities that are one time system improvement tasks. That is, you do it once and you don't have to do it again. And there are other activities that you need to do on a regular basis, what I call the routine tasks. For instance, improving a website is usually a one-time activity. You get a designer, or think of a new concept, or create new copy. That is usually done once. You don't have to do it over and over again every week. But another part of your marketing plan could be, for instance, creating content. And that is usually a routine activity you do weekly or even several times a week.
By separating the one-time tasks from the routine tasks, you create a clear plan of action. And you make sure that you make time for both of them. Sometimes I talk to service professionals wanting to improve their business and they say I have done everything to improve my marketing. But when the list of the things that they have done, they are doing only one time improvement tasks. They are not consistent on the routine activities, and therefore they are not generating the results they want. For example they've created a great website, but they don't create regular weekly content. They've set up a fantastic social media profile, but they are not actively engaging their audience on a regular basis. They have a great idea for strategic alliances, but they are not meeting enough strategic alliance prospects regularly.
On the other hand it is also important to make time for one-time activities instead of just doing the routine things. Let's say you are doing a lot of routine activities to generate leads, but then you're having trouble with conversion and you don't know why. One example of an important one-time activity might be improving your sales process or how you talk in your sales meetings. It may be improving your product line. And that is a one-time activity that you do once and for all to improve your conversion. So just doing routine activities is not good enough, and just doing one time system improvements is also not good enough. You need a balance of both, and your marketing plan needs to reflect that.
There are lots more things I can share with you about how to create an actionable marketing plan, but I hope this short video has helped. If you want to chat about your current marketing approach, please book a discovery call.