Whether you’re in the startup phase or you have an established business, understanding some key marketing principles will help you thrive in today’s economy. With all that is going on the world the temptation may be to hold back or to “wait and see” what happens. Don’t. Act now. Market in uncertain times and you’re more likely to thrive in the long term.
On this very special episode of Make It Happen with Michelle McCullough the tables are turned. Join special guest host Tiffany Peterson as we learn about Michelle’s new book “The Make It Happen Blueprint” and three principles you need to know NOW to take your life to the next level.
Is GROWING Your Paycheck On Your 2020 Goal List?
In the twelve years that I have been working with marketing teams small business owners all over the world, I’ve seen a tragic statistic unfold right before my eyes: 50% of businesses fail in the first five years. Sad and true all at the same time.
Another thing I’ve noticed is that the businesses that are committed to a marketing plan and willing to change with the trends often succeed a lot faster than those who try to apply old school marketing tactics year over year. Don’t get me wrong, traditional advertising still works when done strategically, but you can’t ignore online and social media any longer. Here’s a list of three more of the biggest mistakes small businesses make in marketing.
Mistake #1 They don’t have a plan. As I say to my clients, “P-L-A-N is the four letter word for success!” Take time to write out your strategy for 2020, even if it’s just sticky notes on your wall. However, if you can give it a little more time, you might see greater results. Schedule some time in the next couple of weeks to create a strategy for next year, so that after the holidays are over, you’re ready to hit the ground running. I have a resource for this: learn more.
Mistake #2 They wait for everything to be perfect. I hate to see businesses who aren’t marketing because they’re waiting for the perfect logo, or the website to be updated for the 900th time, or they need to get more feedback from friends before they feel like they can more forward. I’m not suggesting you put out half baked ideas on a regular basis, but identify where perfectionism is paralyzing your business. Get some feedback, make some changes and then LAUNCH, don’t wait. It will never be perfect. ALL businesses and ALL marketing is a work in progress.
Mistake #3 They aren’t consistent. Do you want regular paychecks? Then WHY do you do sporadic marketing? I see too many small businesses who run campaigns when they need the money, but then they don’t have money so they don’t market effectively. Marketing is fuel for your business. It’s like food for the body. You wouldn’t survive on sporadic meals- a month here and a month there, your body needs regular nutrition. Your business needs regular marketing. When you’re creating your 2020 plan, make sure you include regular marketing efforts for regular results.
Mistake #4 Their target market is too broad. It sounds like generic marketing advice, but this year, more than ever we’ve been helping our clients create narrow focused niches and their sales are skyrocketing. If you want better results narrow your marketing and start sharing better messages that meet their needs.
If you’d like help creating your 2020 marketing plan, I have an event coming up November 21 & 22. You can join via LIVESTREAM from anywhere in the world. If you can give me two days, you’ll have a greater understanding of the latest marketing trends AND you’ll have a marketing plan for 2020. This is the seventh year I’ve done this event and each year it gets better, and each year we cover trends that can’t be missed. I’ve created this event to be VERY hands on. The activities we complete in those two days walk you through everything from niching your target market, to choosing your marketing outlets to creating a marketing budget, to connecting your audience on social media AND I show you how to track and measure your results. I only host this event once a year, so don’t miss it!
We’re all contagious. If we’re sick, someone else could it. What are you spreading? In this video I share the story of the pimples and zits (don’t worry it’s not a gross story!) and I also share the whys and hows of spreading joy wherever you go!
Here are the books I recommended:
Of all the personal development books I’ve read: How Will You Measure Your Life by Clayton Christensen is my favorite https://amzn.to/2IUwjQ3
This book changed my business and made it more profitable in one easy read. Profit First by Mike Michalowicz https://amzn.to/2GUCb9H
1. The Leaders Voice by Clark and Crossland https://amzn.to/2DoU3ay
2. Made to Stick by Chip and Dan Heath https://amzn.to/2IuNwyZ
3. Tribe of Mentors by Timothy Ferriss https://amzn.to/2IuOrQi
4. Yes You Can by Natalie Turner https://amzn.to/2HnduD2
5. It’s Your Ship by Michael Abrashoff https://amzn.to/2GuOZU0
6. Leaders Eat Last by Simon Sinek https://amzn.to/2DlAK1M
7. Power of Storytelling by Ty Bennett https://amzn.to/2GuqPZJ
8. Atomic Habits by James Clear https://amzn.to/2XnUdGw
9. Rejection Proof by Jia Jang https://amzn.to/2IrTD7t
10. Building A Story Brand by Donald Miller https://amzn.to/2Is0GwH
11. Where There’s Hope by Elizabeth Smart https://amzn.to/2UJwR1b
12. The Coaching Habit Say less, ask more and change the way you lead forever by Michael Bungay Stainer https://amzn.to/2Gs9gbE
13. Crushing It by Gary Vaynerchuck https://amzn.to/2DhrRpJ
14. Good To Great by Jim Collins https://amzn.to/2GuQce0
15. Dog Poop Initiative by Kirk Weisler https://amzn.to/2DmMtNx
16. Dare to Lead by Brene Brown https://amzn.to/2UMZXwH
17. Radical Candor by Kim Scott https://amzn.to/2VbahxY
18. Four disciplines of Execution by Stephen Covey and Chris McChesney https://amzn.to/2VaTye8
19. Energy Leadership by Bruce Schneider https://amzn.to/2Pmsofa
20. Killer Angels by Michael Shaara https://amzn.to/2IurBYI
21. The Once & Future King by T. H. White https://amzn.to/2Pf8zpQ
22. Flow by Millay Csikszentmihalyi https://amzn.to/2IuAUYD
23. Execution by Ram Charan https://amzn.to/2GlcKwk
24. The Forgotten Man – Amity Shales https://amzn.to/2PhdZRn
25. The 12 Rules for Life and Anecdote for Chaos – Jordan Peterson https://amzn.to/2DlR3LM
Every day 500 million individuals across the globe log onto Instagram. And while the social media landscape seems to be changing by the minute, businesses and brands are getting more organic engagement on Instagram than any other social media platform. To stay relevant businesses large and small should take advantage of Instagram’s latest feature, IGTV.
Question: Before we dive into your tips, why is IG TV so hot right now?
Michelle: IG TV rolled out in summer of last year. The beauty of IGTV is that you have longer form videos AND the ability to keep them long after the 24 hour period previously offered by Lives or videos in your feed. In February this year they started to put IGTV videos in the news feed which is huge because now those videos show up as content while people are scrolling. IG TV is relatively new and currently NOT encumbered by ads (though that may come soon) so businesses should jump on getting those channels loaded and providing quality content so people will watch them later when ads do come.
Question: It sounds like this is something companies need to jump on quickly. What’s your top tip for quick implementation?
Michelle: YES, now is the time. Don’t call your videographer and don’t stress about creating new things last minute, load videos you already have and create videos over time. Yes, you have to be careful about things getting cut off, but many videos you already have will work in the format and some businesses are even getting away with loading horizontal videos vertically and people can watch by turning their phone.
Question: What types of things do you think people should be posting and how often?
Michelle: Great question and it totally depends on the brand, but I would recommend that you decide as a team (or if you’re an entrepreneur, make it a party of one). The biggest thing to remember is that you create a content plan that you follow consistently. Of course load your best videos but think of your channel like a television channel. What “shows” will you have consistently? You can post the random content videos, but if you think of it like a show or podcast you’ll likely be better able to keep it up. And also, think of your content in three main categories, Informational, Behind the Scenes and Commercials. 80% of your videos should be Informational or behind the scenes and 20% of your shows can be commercials or salesy. Provide good content first and make sales secondary, even if you’re tempted to make it all commercials.
Question: Do you have any tips for how to increase views to your videos on Instagram and IGTV?
Michelle: YES, make sure you have a killer headline that makes people want to click on it and watch it, but also utilize your description for additional details that may be helpful to someone choosing between all of your videos. ALSO, IGTV is Hashtag friendly, but it’s recommended only to use up to 3 hashtags in your description. As always, content is king so provide good content people will talk about and share. If a picture is worth 1,000 words, then video has a lot of potential! Don’t miss this opportunity to tell the story of your business!