A lot of times with our marketing efforts – we focus on the tactics.
I need to update my website. I should post on Facebook. I’m going to run an ad in that local publication. I’m going to participate in the Parade of Homes.
Nothing is wrong with any of the tactics I just mentioned.
The problem is that we need to start our marketing plan with Strategy before Tactics.
Your Marketing Strategy starts with two main things:
1. What truly makes you different? How are you unique and different in what you offer or how you offer it? What is it that your clients truly value about what you do?
2. Who is your Ideal Client and what is your Ideal Project?
When you get very clear with those items, it clarifies what marketing tactics you should use.
Let me give you an obvious example:
If my ideal client values exceptional quality and design excellence. If they value a clean jobsite and excellent communication. If my ideal project is a full home addition for a higher-end client…
Which marketing tactics would make the most sense?
Generating leads from Home Advisor and running an ad in the local Valpak coupon mailers
Developing relationships and strategic partnerships with local interior designers and higher-end real estate agents. Participating in the local Parade of Homes event to show off the high-end home addition you recently completed
With that example, what I’m trying to show you is when you identify what makes you different and what your ideal project is – it will color what marketing tactics you choose.
Understanding your Marketing Strategy is what we’re going to focus on in Lesson #2 of Remodel Your Marketing Plan – my 5 week training couse that will be starting on 1/11/18.
The investment for the training is $147 and I’d love to have you be a part of it.
You can learn more about the course here.