How Our Marketing House Gets Messy
Happy Monday - the first week of the month!
This month we will be reviewing your personal branding and your online messaging. Branding is a critical step in charting your course so that your business can move forward smoothly towards your goals. The work we do this month will also help you work more efficiently as you won’t be looking for your marketing words and content or have to rewrite them for every new opportunity.
Today, we will look at how you can align your branding with your marketing content, personal brand, and services. It all needs to come from the same root of what makes you, You!
After you work through the content presented here, you’ll receive weekly Monday Nudges. These will include tasks that you take on for each week.
How Our Marketing House Gets Messy
Do you ever feel like nothing matches as you hop from your website to your social media pages and then to your emails?
I understand how this happens. Someone needs a 50-word bio from you for a joint project. You go to Facebook because you know you have a short one on your profile page, but it does not fit. You turn to your bio on your website, and it is soooo long.
So, you write a new one. Then you think, “Hey - that’s pretty good!” You open your LinkedIn profile and change it to this new bio.
Then the phone rings….
You don’t remember to come back.
Two months down the road, someone needs a 100-word bio from you and - well, you get it. This cycle starts all over again.
This month, we’ll get your marketing house in order. Each of the weekly Nudges will guide you further along the path so that by the time the month is over, and you’ll be ready to do this work twice a year or every quarter to keep your branding in order.
You and Your Brand
Your brand is what exists in the minds of your customers. It’s how they perceive you. They will buy you, then your services. When your customers feel a connection and believe that what you have to offer will help them with their pressing problem or pain points, you have a customer or client who wants to work with you today.
And just to be clear, a personal brand and a business brand work the same because they are the same.
Here are a few powerful quotes about branding. What is their message to you?
“While many people refer to a brand as a logo, tagline, or audio jingle, a brand is actually much larger. A brand is an essence or promise of what will be delivered or experienced.”
- persuasive brand.
That feels a little corporate, but the point about the experience is valid.
“A brand is the set of expectations, memories, stories, and relationships that, taken together, account for a customer’s decision to choose one product or service over another.”
See that? Branding is not just your logo and tagline.
If your business isn’t what you want it to be, or you’re sending mixed signals without realizing it, you probably need to look at your branding.
Here’s the thing. When your products and services are generalized and you’re chasing every dollar by serving anyone, it may be that your intentions and goals aren’t clear. Therefore, people get lost in the maze wondering, what do you do?
Is Your Personal Branding Aligned with Your Services?
Many years ago, when I was at a networking event, something happened that I will never forget.
I was talking about my services with a prospect. I felt we had a good connection, so I gave him my card and we planned to chat the next day. The next morning when I saw him, he politely stated in a very matter-of-fact way that he looked at my website and, no thank you, I didn’t offer what he was looking for. Nothing I said last night mattered anymore. I was another person in the crowd.
“It wasn’t his fault. The problem was that my website did not actually reflect the services I was offering.”
Ouch. I was too busy to update my website.
This happens to a lot of people. Recently, I had a conversation with a client about her marketing campaign and freebie offer.
Her goal with those materials was a launch to upsell a high-level coaching program helping coaches and consultants build a 6-figure business.
Before I met with her on Zoom, I did my research and discovered that her website was more focused on her business as a book mentor. She had several programs listed on writing a book, getting your book published on Amazon in 90-days, and marketing strategies on launching a book. Her website mentioned very little about her being a business coach and how to build a 6-figure business.
During our call, she did say she was rebranding her business and going in the direction of a business coach. She needs to get her marketing house in order.
I never like stepping on a business owner’s big, new ideas, but too often, I find they’re not prepared for a launch or the follow-up after a launch.
As gently as possible, I told her that she’d have a lot of work to do if she wanted to launch her program successfully. These are the questions I shared with her. You can use them, too, to align your personal brand with your services before YOU launch anything new in your business, be it a new coaching program, a product, even a new membership website.
>> Time Saver:
Open a new document, copy and paste the following questions and “save as” on your computer and put it in a folder called “Marketing Storage Chest.”
Review and answer these questions:
Is your website in alignment with your (new) business model and rebranding efforts?
Is your website sending confusing messages about what you do?
Can they tell what you do in five seconds?
Are you selling two or more products that have no relationship to each other on the website?
Are your social media profiles, posts, and images aligned with your marketing campaigns and personal branding?
Is your email marketing using the same branding, images, and messaging as your website and social media channels?
As you go through the above questions, I want you to take notes of the areas you need to update.
Gather your current marketing messages, taglines, intro snippets from each social media platform. Copy them onto a working word or Google doc. [Give it a name - Personal Brand Assessment] and save to your folder “Marketing Storage Chest”
Why You Need to Know Your “Why”
Simon Sinek, author of the book Find Your Why: A Practical Guide for Finding Purpose for You and Your Team, writes that it is only when you understand your “why” (or your purpose) that you’ll be more capable of pursuing the things that give you fulfillment. It will serve as your point of reference for all your actions and decisions from this moment on, allowing you to measure your progress and know when you have met your goals.
Click here to watch YouTube Video “A Quick Way to Find Your WHY” Start with Your Why” with Simon Sinek Your “Why” goes beyond making money or wanting to help people. It’s what gets you up in the morning and motivates you to push past barriers and energy lapses. It’s your guiding light directing you along a specific path of your work (your business) and your life.
Here are five questions you can reflect on if you need help in finding your “Why.”
What lights you up? What would you do for free if you could?
What have you always been good at doing?
What are you doing when you are making your most outstanding contribution?
What do you want people to say about you when you leave this world?
What do you want to be known for?
Make the Process Easier by Downloading the “What is your personal branding and your Why?" worksheet
Do this work.
The biggest mistake people make in their business marketing is to say, “I’ll do it later.”
The time you take now, and the time you continue to take, to work on your marketing will bring you success. You need to build the habit of taking time for marketing.
Which reminds me. How are you doing on your Follow-Up habits we started last month? Here’s the link if you set it aside for later.