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My Big 2017 Marketing Campaign Success Story

My Big 2017 Marketing Campaign Success Story

In the fall of 2016, I came to a realization. The main marketing campaign I had been focusing on for much of my entrepreneurial life wasn’t working the way I had intended.

This wasn’t a big surprise. For years, I had been watching the trends in the information Marketing/Internet Marketing industries and I could see we were headed for a reckoning.

And I had a feeling the reckoning would be sooner rather than later.

“Business as usual” (at least the way it had been defined in this wacky online world I had chosen to do business in) wasn’t going to be as effective as it once was.

It was time to change to a different marketing campaign.

And, that’s what I spent 2017 building from scratch—a new marketing campaign for my business that was based on a solid, long-term marketing strategy that, once I got it in place, would continue to bring ideal clients, customers, and buyers into my business organically … and I wouldn’t even have to spend advertising dollars to make it work. (Although advertising certainly would make speed up the process, it wasn’t a requirement.)

It took a year to finally start seeing results.

I’m going to say right now it wasn’t easy.

In fact, there were times it was downright frustrating. Mostly because I had to battle my secret fears and demons. There’s nothing like having all your inner doubts surface six months into a long-term marketing strategy, even though you KNOW it may take months and months to see results, and you’ve told yourself you’re good with it.

This isn’t going to work.

You’re wasting your time.

Every single successful business owner you know would tell you you’re being foolish. Maybe they are right.

Maybe it’s time to chuck in the towel and do something else.

And on and on.

Nevertheless, I kept going.

Even though my fear-based emotions kept trying to stop me.

Fear, worry, doubt, shame, anger, even grief.

I felt the emotions, let them move through me, and kept going.

So, yes, I will share precisely what I did, but before I do that, I want to set the stage a bit. Because what I did may not be the right strategy for you and your specific business, goals, and dreams.

And, what I DON’T want to happen is for you to read what I did, and then dismiss it. “Oh, that’s all?” Because if you do, I feel like you’d be missing the larger point, which is:

Now, more than EVER, you need to have a long-term marketing strategy in place if you want to have any hope in building a solid, successful, profitable business over the long haul.

HOWEVER, that does NOT mean it’s your ONLY marketing strategy. Long-term marketing strategies are NOT designed to bring in money right now. They’re designed to attract a steady stream of warm ideal clients, customers, and buyers to your business, which of course puts your business on a lot more solid footing than if you don’t have a warm audience of ideal prospects who love to hear from you. But they’re not designed to bring in cash NOW.

So, if you’re looking for an immediate cash infusion, you may need to modify my marketing campaign so it’s less aggressive. This way, you’ll have time to focus on short-term marketing strategies to keep income flowing in, at the same time.

Okay, let’s talk marketing campaign.

How I Decided on My New Marketing Campaign

1. One of my big missions is to get the love-based philosophy out into the world in a massive way. Therefore, for me, it was important that the marketing campaign I chose not only be scalable, but also built for the masses.

For you, that may not be the case. Maybe you just want to have a profitable coaching business and are happy if you have a dozen or so highly-invested coaching clients at any one time. Following my marketing campaign may be overkill for you.

Ask yourself the following questions:

  • What is my BIG vision for my business?
  • How big do I really want to take it?
  • Do I really want a seven-fugure business or a multi-seven-figure business (which requires hiring a big team)? Or is something smaller more my style?
  • Is the marketing campaign I’ve chosen a match for my vision?

(Note: My “How to Start a Business You Love AND That Loves You Back” is full of questions like these to help you get very clear on what you want to invest your time, money, energy and life force building. It’s free and you can grab your copy at the below link.)

2. Next, I got very clear on my message and who I am here to serve. For me, this was a no-brainer, because my mission is to get the love-based philosophy out into the world. I knew whatever I chose had to focus around that message.

For you, the questions you need to be asking for yourself:

  • Am I clear on my message?
  • Do I HAVE a clear message that I can easily communicate in my marketing?

3. Lastly, I set a clear goal based on the different ways money would flow to me using the marketing campaign—everything from books and low-end products to sponsorships to one-on-one services. I was very clear on how I would fund the campaign not only while I was building it, but also what it would look like once it was built.

For you, ask yourself:

  • Am I clear on my different offers?
  • What type of business model do I want to build? (I.e. Are you just interested in one-on-one services, or do you want to sell more products and group programs, or a combination, or what exactly?)
  • Will this marketing campaign fit into my business model?

Okay, are you wondering what my marketing campaign was, precisely?

Drum roll please …

I started a new blog from scratch.

(Yes, I can hear everyone saying, “Well, geez, is that all?”)

I started this blog, the LoveBasedBiz.com around December2016/January 2017.

Why?

Well, my first blog, which is on my MichelePW.com site, was actually a very old blog with some very old (and valuable) back links. I’m still getting organic traffic to that blog even now without any new posts for over a year.

But, I had made tons and tons of mistakes with it as well.

I felt like those mistakes were hindering my organic SEO reach—I had reached a ceiling because of them. (Another way to look at this of course is that, despite my mistakes, I still ended up with more organic traffic than that blog likely deserves.)

Plus, there was just so much old energy in that blog that I didn’t think a fresh approach would overcome.

I wanted to start fresh. Yes, even though I heard the same things many of you do … “It’s too difficult to start a new blog and get any organic traffic from it …. Blogs are dead … They’re too much work/take too long/not worth the return on investment.”

(Not to mention blogs are unsexy and not nearly as hot as complicated Facebook ad funnels. Right?)

The difference is, I didn’t really believe any of that.

I KNOW content marketing still works. And, it’s likely ALWAYS going to work (especially if you focus on crafting high-quality content and not just crap you throw up really fast).

I also know, since I can see it first-hand with my old blog, that once you’ve got a blog established, visitors continue to visit … EVEN if you stop posting.

Now, there’s no question a blog does require work and commitment. And, I knew it was a long-term strategy, so I knew it would likely take me a year (or longer) to get a fresh new one set up.

AND the past six months were still brutal. I doubted myself and this course of action, wondering if I was wasting precious time that I should have been focusing on something else.

But I kept going.

Other Things I Did to Set My New Blog up for Success:

  1. I was very strategic about my posting.
  2. I set up a schedule where I was posting three times a week—a podcast episode, a written blog post, and a video blog post. (Although, I must confess, there were a few months near the end of 2017 when I dropped down to only two posts a week, because it was difficult to keep up with the three posts a week when I wasn’t yet seeing results).
  3. I was consistent and followed my schedule.

My Results

After only about one year, I’m finally getting some decent SEO/organic traffic momentum, plus my overall visitors are almost equal to my old blog’s heyday (when I was posting regularly) AND I have A LOT more page views (probably triple). While those are great wins, what’s even better is the FINANCIAL win—I wanted to more sell more of my love-based books, and that’s precisely what’s been happening.

If you’d like to learn more about what I did, check out this post where I walk you through the precise blog strategy I used to set up this blog for success, Clearly it’s a great resource for anyone who is interested in having their own successful blog, but I also included a few takeaways for everyone, no matter what you pick as your main long-term marketing strategy.

Main Takeaways

  1. Stay the course. Don’t give up in the middle, even if you have a lot of doubts and fears come up. If you know what you’re doing is going to take some time to take off, then give it the time it needs. (And, quite honestly, most successful strategies in business OR in life need time to fully mature.)
  2. Be wary of what you see in advertising and marketing messages. There’s one right now I see on Facebook that talks about how building an audience is a waste of time. (This one irks me so much I’m going to do a full post on it in the future.) Remember, marketing gurus need to make money, too, and as blogs DO take both time and work to get going, it’s an easy tactic to cut down in favor of whatever they’re trying to sell you. So, don’t believe the hype. Do you own research on what you think is the best marketing strategy for you, and give it the time and love it needs to succeed.
  3. 3. No matter what marketing campaign you pick, being strategic—setting up a regular schedule and staying the course—WILL help you succeed.

And, if you want to learn more about how you can fall in love with your Internet marketing strategies, you may want to check out my “Love-Based Online Marketing” book available at most online retailers.

The Future of Internet Marketing—5 Trends to Watch

The Future of Internet Marketing—5 Trends to Watch

Internet marketing has taken a beating these past couple of years. Strategies that used to work aren’t working so well anymore.

In my opinion, I think what we’re seeing is the end of the using “new” as the primary marketing strategy.

BUT just because we aren’t relying solely on “new” doesn’t mean Internet marketing is dead. Not by a long shot.

What it DOES mean, however, is that we need to get smarter about our Internet marketing strategies.

Gone are the days where we could just throw something up and expect to get results. The internet is way too crowded for that to work anymore. So, we need to be more strategic about how we spend our marketing time and budget. (And, quite honestly, I don’t think that’s a bad thing.)

With that, let’s jump into the five big Internet marketing trends to watch:

Trend 1. Content is still king. Everything I see still shows that consistently creating solid, high-quality content is one of the best ways to market yourself and your business.

The key here is the content needs to be high quality AND consistent.

Yes, years ago you could post a few times a year to a blog and get some traction. That’s no longer the case.

Taking the time to create solid content your ideal prospects are excited to consume AND doing it consistently is how you build momentum in your business.

Now, that said, when I say “creating content,” I’m not just talking about writing blog posts. Podcasts are still hot (and, in fact, are growing—you may seriously want to consider a podcast if you aren’t doing one) and videos are also still hot (although there’s been some shifts and softening in YouTube, a subject for another day, but using videos in your marketing is still a winning strategy).

If you’re a designer, infographics are also still hot, as are photos and other graphics.

People are still interested, and are still seeking, content. But, they’re definitely more particular about the content they’re consuming, so it’s smart to take a little extra time to make sure what you’re putting out there is as strong as you can make it.

(And, if you can be entertaining while providing content, that’s even better. Along with looking for content, people are also looking to be entertained. Combing the two is always a win-win.)

Trend 2. Content alone isn’t enough—you have to market it. As anyone who has a blog already knows, just because you have one, doesn’t mean people will come.

You still need to have a consistent strategy to market that content.

Posting on social networking platforms is a must. You may also want to consider paying for exposure via Facebook ads or other forms of pay-per-click (more on this later). Setting up your blog for SEO or organic traffic is also not a bad idea (although keep in mind this is most definitely a long-term strategy. SEO used to be a lot easier than it is today, which doesn’t mean you shouldn’t do it, only that you should be aware it’s a long game).

You can also look into using other platforms such as Medium to help increase your reach. (But, I would caution you to still have your own blog and website and web presence rather than build everything on an outside platform you don’t control. Playing in other people’s sandboxes is well and good until they take their toys and go home, leaving you stuck and vulnerable.)

Trend 3. Relationships are still queen. People want to do business with people. They want to connect with people.

In other words, they want to connect with YOU.

So, why not give them what they want?

Be accessible. Give your ideal clients a way to connect with you on Facebook or other social networking platforms. Respond to their comments. Answer their questions.

And, show your personality in your marketing. Share your stories, your passion, your vulnerabilities. Let your ideal clients see you as a person … a person they like and want to hang out with.

They’re far more likely to buy your products and services if they feel connected to you.

Trend 4. Pay to play is here to stay. Having a small advertising budget, whether it’s Facebook ads or some other type of online ads, is a smart idea.

Yes, I know on one hand, it sucks. Years ago, you didn’t need an advertising budget to break through the online clutter. On the other hand, the fact that it is more difficult to market yourself without an advertising budget means only more serious and professional business owners and entrepreneurs are rising to the top. The scammers and people who are less ethical about their marketing are less likely to invest in advertising, which means they won’t be grabbing all the oxygen, which leaves more space for the more ethical and love-based marketer.

Trend 5. Simple trumps complex. I don’t believe that successfully marketing yourself needs to be all that complex. In fact, focusing on only one main marketing strategy, such as a podcast or videos, can go a long way.

There was a time in the not-so-distant past when it seemed complex was the way to go. Complex funnels, complex product launches. The more complicated the better.

But, quite honestly, I feel like all the complexity was doing was hiding what prospects really wanted—good, solid content. A connection with the business owner. And, as a bonus, maybe even some entertainment.

If you simplify and just focus on those key foundational pieces, you may be shocked at how far it can take your business.

In addition to keeping it simple, I do believe the more you love your marketing, the more successful you’ll be at it. You can never go wrong the more you surround yourself with regular activities you love to do.

And, if you want to learn more about how you can fall in love with your Internet marketing strategies, you may want to check out my “Love-Based Online Marketing” book available at most online retailers.

[Video] Flip It! Are You Using the Wrong Marketing Strategy?

[Video] Flip It! Are You Using the Wrong Marketing Strategy?

If you’re not seeing the success you want to be seeing in your business, it’s very possible it’s because you’re using the wrong marketing strategy .

Let me explain: There are two types of marketing strategies — long-term and short-term.

Long-term strategies are designed to build your business over the long term. The benefit of using them is you can be reaping the benefits of what you built for a long time — months or even years — even if you stop using it. Examples of long-term strategies including blogging, SEO, podcasts, other types of content marketing and even list-building.

Another way of looking at a long-term marketing strategy is any strategy that focuses on building a community. You aren’t making an immediate sale, instead you’re focusing on building a solid, loyal community that will buy from you over and over again.

Hence the weakness of long-term strategies — there’s no focus on cash flow.

That’s why you need short-term strategies. Those are designed to make a sale right now. Product launches are short-term. So is any sort of sale.

All healthy businesses need both long-term and short-term strategies. The problem happens when you are either focusing exclusively on one marketing strategy or you’re focusing on the wrong strategy for your goals and where you’re at in your business right now.

For instance, if you’re focusing solely on long-term strategies when you really need cash now, you can be creating a lot of financial stress. However, over-focusing on short-term strategies can trade short-term profits for long-term disaster.

But, I’m getting ahead of myself. Watch and decide for yourself:

 

(And if you’re wondering exactly how you can get everything you want simply by flipping your perspective? Check out the first episode here.)

If you liked this episode, you may also like my “Love-Based Online Marketing” book — you can check it out here.