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Episode 74: How to create a marketing strategy that’s effective

July 24, 2023

Hello, my beautiful friends and welcome to another episode of The Hayley Osborne Show. I’m Hayley and I am so glad you’re here. This is episode 74.

Hey there, small business owners! 

Isn’t it about time you nail your marketing so you can get more high-quality leads & enquiries into your business? Yep, thought so. 

If you’re looking to create an effective marketing strategy for your business but don’t know where to start, I gotcha and you’re in the right place.

Crafting a good strategy that gets results can be daunting, but it’s definitely doable with the right approach. Plus, you don’t need an MBA or spend tons of money on fancy tools—all you need is some elbow grease.

Before diving into tactics, ideas, and ways, you need to understand what you want to achieve with your marketing efforts. Start by setting realistic and specific goals for your business. This could be increasing revenue, expanding your customer base, or launching a new product or service. Your goals will dictate your overall strategy and help you create a plan of action.

A plan of action means you are setting the intention to activate, and activation means people will see you. With the right activation, it means the right people will see you.

I want to scream the right approach from the rooftops! Because every business owner is different, and every approach is different. You need to do what feels right for you. I feel like that’s where so many business owners go wrong. Just because someone says one thing, most people think that’s the only thing. Or because it’s working for the person they saw, it must be the thing that works for them. But I can assure you, every business owner is different and requires a different approach.  Some might be great at showing up on stories, while others might want to create and batch reels and others might want to just do static carousel posts, email marketing may be your secret sauce.

Whatever it is you feel the most comfortable doing and you feel your most authentic, then that’s the path for you. If you don’t know what that is then spend some time sitting with it and figuring it out.

I want you to create a VIBE that is perfect for you and therefore radiates shit hot for your ideal client…ideal many clients.

As a starter, a little entrĂ©e for you, let’s break down the two components of an effective marketing strategy: your target audience and message delivery.

Your Target Audience—Who Are They?

The first step is knowing who you’re talking to—the people you want to buy your product or service. As a small business, this is especially important since you’re usually working with a limited budget. You want to make sure you hone in on the right audience so that your efforts don’t go to waste. Time is money. Time wasted in your business is lost time in your personal life OR working on needle moving things.

To do this, start by building an ideal customer profile (ICP).

I use and always start with a strategy framework in my business called MAPS.

Market / Audience Problem Solution

Once you get this right, you can start doing some research to really drill down on who your target audience is.

Your Message Delivery—How Are You Going to Reach Them?

Now that you know who your target audience is, the next step in creating an effective marketing strategy is finding out how best to reach them. This is where message delivery comes into play—think of it as a way to put your message in front of the right people.

For small businesses, there are a few great options here that don’t require a ton of money. Social media is an obvious one—it’s free and easy to use, plus it has billions of users who you can target. You can also consider email marketing, which lets you send customized messages directly to your target audience.

Finally, it’s good to think outside the box with your message delivery—look for creative ways to get your message out there that don’t require a huge budget.

For those inside Superhero Marketing, which is my signature membership and program, I deliver a comprehensive content plan at the start of every month containing caption prompts, story ideas, reel ideas and also (and I am so proud of this).

Xx Hayley

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Episode 74: How to create a marketing strategy that’s effective