Welcome. This is Jane Gardner and welcome to the business of our home business, where we’re talking about the HomeBizStartup TV, where we’re going to be talking about how to start, run and grow home business. And today we’re going to be talking about subjects that are of interest to anyone who wants to run a business, so I’m Jane Gardner, and let’s get started. I’ll be telling you about this show right about now. Welcome. Hi, I’m Jane Gardner, and this is Solopreneur Success Strategies, and today it is Strategy Sunday where we talk about strategy and your business plan and your goals and your vision for your business.
So today we will be talking about your marketing plan and how you can add it to your business plan. But right now, I should probably tell you who I am.
And here I am. I’m Jane Gardner. At my website is Jane -Gardner dot com. And I work with my husband in our structural engineering firm for the last 20 years in western Canada and still working there as well. I’m out here on the Internet for the last three years seeing who I can help with their business. So let’s get started on talking about strategy Sunday. So Strategy Sunday, it’s all about the visions for you and your business, your goals, your one year, three year, five year goals, we looked at that before and we’ve been looking at you and your business plan for the last four weeks as well.
We’ll be looking at the business trends and how they’ll affect what your strategy for your business should be in the coming years. Some major changes, some minor changes, but there’s always changes in on the Internet. So you always have to be able to adapt. So let’s go and. I talked about as well, we talked about the diverse business model. Where you put several layers of revenue income sources coming into your business so that you’re not only dependent on one product or service so you can have different values for your product, you could either have this similar business model to this one where you have free option at the bottom and then you have a two hundred ninety seven dollar product or a ninety seven dollars product and then a four point ninety seven dollars product and then nine ninety seven dollars product.
And at the end you could have a ten thousand dollar product or service that you could do for the year so that you’re having multiple forms of income and revenue obviously coming into your business. So you’re not always dependent on one type of revenue. So we talked about that and you can go and have a look at some of these previous discussions at http://jgtips.com/youtube on youTube on my YouTube channel. I have Solopreneur success strategies and they have the various shows.
I have mindset Monday on Monday, Tuesday to get your message out Tuesday about brand and your messaging. Wednesday is about your customer. Thursday is about skills and knowledge you need as a solopreneur. Friday is about the free software and tools you can use in your business, and Saturday is about the systems you can put in your business to free up your time. So we also discussed what kind of business model you might envision if you were online to match your goals for your lifestyle business.
Before you can decide on your business model, you have to decide on what you want your lifestyle business to be in terms of your goals and visions for the business. The business model should work with your lifestyle. You don’t make your lifestyle fit the business model because obviously if you try and do that, it doesn’t fit and it all falls apart. So we are always talking about when we talk about a business, a lifestyle business. So you have to decide how much time and how much.
Money and et cetera, that you want to put into your business in terms of what kind of business that you can have. So then we talk , started to talk about what is a business plan and why do you need one? It doesn’t have to be complicated. You can map out your goals and your action plan and your financials for the year, and you just don’t use it for funding or get your business organized. You can just use it every year and adapt it and change it at the beginning of the year.
Depending on what you see you’re doing. That’s wrong. You can change and go in a different direction. And in a business plan, you have the business model description, which we already discussed, your unique value proposition, your business goals. We’ll be talking about marketing plan today. And then you have the action plan and your financial forecast and budget. And if you can put that together as a document, that will make it easier for you to get funding or just to help you steer you in your direction on your business.
I have a offer to help you work on your business plan at http://jgtips.com/plan, where we look at what is a business plan and how to pick your model of your business and determine the obstacles you face and how to implement your business plan as well. Of course, putting in your marketing plan and your unique selling proposition.
So let’s have a look at our business model, sales and marketing plan.
So when we’re looking at our business so we know what type of lifestyle business we want to have, we also have to know about who our customers are. And so we’ve done some research and we didn’t discuss that because that’s on another section. And but you just have to work with looking at what your end result is that you want with your marketing plan. And of course, you don’t try to do everything. So there’s a well known marketer whose favorite quote is “Hope is not a marketing plan.”
You can’t just pick a marketing strategy and hope that it’ll work. Instead, you need to put together a detailed marketing plan at which you lay out your arsenal of strategies for meeting your business goal. This isn’t a comprehensive list of daily tasks. It’s a high alert level breakdown of each tactic. Do you want to use in the process you put in place to implement? So so what you do is you start with your business model and of course, you’ve been outlining your business model and how it’s going to work.
You’ve already looked at your target market. You’ve looked at where your customers are coming from and you already know what they buy and what they are interested in buying. So you have to go and then look at everything of that and then describe the key features of your product and where your customers are coming from, whether they’re coming from organic search, paid search, offline sources, affiliates or referrals. And you should also know what your prospects buying triggers are.
When do they make a purchase decision? For example, it could be from a product review, a personal recommendation from an expert they trust through surfing content sites, through email suggestions, et cetera. So you sort of have to know roughly what they are interested in order for you to market because you want to make your marketing efficient. So looking at your business plan, what is the most popular marketing tactics used by your competitors and how do they convert from prospects to customers?
For example, do they use sales pages that lead to freebies that put prospects into an email series? Do they have regular webinars? Do they have straight SEO and traffic generation? Do they have joint ventures and affiliates that help sell the business? Do they have referrals? Do they use paid traffic or are they using social media to get their prospects to come and buy their product? So you have to know your business model on a fairly detailed way in order to figure this out.
So you need to have done your research on your target market.
But whether or not you have all this information, you should always just focus on one strategy to start test it out and then see if it’s working and then add more strategies or if it’s not working, then go on to a different strategy and try that one as well. Always be testing your different marketing plans and strategies. So you just pick the easiest one to begin with marketing and get moving. You just use an easy tactic you can use. It doesn’t require a lot of thought and planning.
For example, you could create an autoresponder series that starts every time a person signs up for that list. It’s a passive form of marketing that requires almost no attention and it can start planning out more campaigns. So in order to do your marketing plan, you have to start looking at the steps involved and what are their activities you need to complete in order to implement and maintain each strategy. So what you need to do is put these steps into a priority order and process you can follow.
So which steps are dependent on others? Which ones need to be completed? First, you can even use a mind map to lay out a vision of the PRocess, which makes it easier to move things forward. But basically you have to start at the end. What is your outcome that you want and then work backwards to see what are the steps you need in order to get your prospect to a customer, whether it’s a sales process or the marketing process which gets them into the sales process.
So you have to make sure you establish metrics for measuring each strategy success and set deadlines for achieving it. Step in your marketing plan. And so it’s dependent on a specific timeframe. So put deadlines on your calendar and set these dates in stone so your marketing plan dictates what actual tasks do you need to do from day to day. So if you need to set your emails up in daily intervals, then you’ll need to put the outlining writing of these emails down on your to do list every day.
Just don’t expect that everything’s going to work exactly as you planned and certainly don’t expect everything to get done as quickly as you expect. So just focus on one strategy at a time and set some deadlines and implement it and then test it and see if it works.
So this is a very general overview of looking at your marketing sales plan, but to be honest, I think if you think about your marketing plan and what the result is that you want the outcome, you start at the and work backwards, that will really help you to put together your sales and marketing plan in terms of how you want people to go through your business and buy your product or service. So if we put that down into your business plan as well as the other things that you’re having put in there, then you can go on and you can work on the action plan.
But for today, that was the marketing plan, hopefully gave you some ideas on what you should do for your marketing plan. And this is, of course, Strategy Sunday. And that was me. And here I am again. So hopefully that gave you a rough idea of how you can do a marketing plan. Obviously you need to start at the outcome, see what you want it to be, and then you work backwards from there. But of course, you also have to know what your research tells you about your target market and your business model and your what your customers are buying and what your competitors or strategies are that are successful and how you can compete with that and differentiate from that.
So they now you can add that into your action plan, so next week we’ll be looking at your action plan and how we could put this all together to make your business plan for the year. And, of course, after that, its financial forecast and budget. But today, we looked at your marketing plan. So this is Jane Gardner. And if you want to look at some of the previous episodes for Strategy Sunday, please go to my YouTube channel at http://jgtips.com/youtube and subscribe.
Your Marketing Plan within your Business Plan – what is it all about , who , what ,when and where will you be marketing with your business to be successful http://jgtips.com/plan [Previously Recorded]
I went out onto Linkedin to find out what challenges and solutions that business coaches are finding today. To my surprise, I found that “business coach” is too general of a term for business coaching these days. Coaches specialize in helping more defined markets and serving different topics than just business! They are providing a unique solution for a unique audience or a unique solution for a unique challenge or they are challenged to provlde all the marketing promotion, systems etc. for a specific business.
It is true that you have to nicheify your audience to deal with their unique challenges.
Challenges for Coaches in 2020 in getting clients and valuing their business.
I spoke to Manuj Aggarwal of tetranoodle.com with his experience of helping tech startup business, what were some of the challenges he found in coaching today.
The biggest challenge I think is …., getting the clients and actually making them understand the value that you can bring to the table because as in any profession, … there are a lot of people who know what they’re doing but most of the people are experts in one thing.
So..coaches .. they were good at webinars, so they said “okay if you do webinars and everything will be okay.” All of a sudden they find success in one thing then they think okay, you know, this is the best thing ever and then they start teaching that but the key thing is that the next person, the mentee, may not be as good at all those skills. Right? So some people who are good at webinar. They may be really good at copywriting or building the slides, but the other person may not be as good at that. So. it’s also you need to understand the person and give them the tools that suits them best.
I think the challenge is that most people have been burnt out by coaches who teach them one skill and if it doesn’t work, they have a hard time trusting somebody else. On the coach’s side, it’s hard for us to come out of our technical minds and then you know present something with a nicely written copy that is best for their desires because you know, since I’m a technical guy, I’m not a copywriter. So we need to figure out all these different skills that we need and to either hire for or master it, in order to get the client’s success.
Dan Swanson of exitrich.com mentioned in our discussion that
When I look at the hundreds of mentoring for free, when I looked at my success rate of guys who paid versus guys for free all but one of the guys that paid me did really ,really well. All the guys who got the free mentoring didn’t implement.
Sandy Lawrence of PerceptivePublicRelations.com had a different perspective on the years from coaching authors about publicity, marketing and promotion.
I struggle with my value because of caring about others. I know what it is like when they can’t hire you. “No way I have $47 for it.” My heart goes out to authors. They do it like it’s a hobby and they can’t see it is an investment. So, I haven’t been able to charge as much as other publicists.
Deb Peretz of debperetz.com made note of the
Saturation of coaches in the market and similarity of offerings. She has solved it!
Solved it for my clients — many believe in the Law of Attraction and I show them what is missing. For me — once I started emphasizing astrology in my marketing, I got more and better fit clients.
Milana Leshinsky of Milana.com finds that coaches she coaches have challenges …
Transitioning from 1 on 1 coaching to more scalable ways to leveraging their expertise (coaching programs, group coaching etc. ) Her recent solution is designing a coaching platform unique to her experience and knowledge of coaching called www.groupcoachinggenie.com . She has a solution of creating coaching programs that sell to coaches that answer their challenges.
Suzanne Daniels of suzannedaniels.co.za finds that
getting clients on a consistent basis is a challenge in her business. So her solution was I engaged a coach to assist with this skill as it is a skill I do not have.
Alain Gardner of org-coaching.com/en who coaches executives finds that
few coaches understand the dynamic of teams and bring their client to be able to lead cross-functional teams to success in successfully implementing the necessary changes. It impacts career, self esteem personal and family life.
I have added an offer for training for teams for my executive clients.
Virginia Parson of MediaSpotlightMarketing finds that visibility is a challenge for coaches.
Visibility is a challenge because coaches can have a great skill set but if people don’t know about the solutions they provide and not enough exposure. That’s a real challenge for sharing their gifts to the world. I have a simple solution, my visibility laser coaching program to take them through a process step-by-step in order to increase their exposure and increase their recognition as an expert.
Having been in courses myself where I got too busy or lost focus and didn’t implement the way I should have to develop the skill, I asked Manuj if even with tech startup business was there a problem with implementation?
When I work with our clients before and they did not Implement I was like, why are they not Implementing it and then when I realized what I’m telling them may not really align well with what they already think. So, that is where the mindset piece came in where you know before I give them any advice. I really need to, you know, remove those blocks so that they can actually move faster.
As a mentor , Dan Swanson found that the
difference between a coach and a mentor is one has a methodology of asking questions to get that person to think about it themselves, which is fine. But you know, the reason I got to my mentors and the thing I liked about the them is they had they all had 30 plus years of experience and doing stuff and they’re all extremely successful. So I wanted the shortcut!
A coach would ask questions “how do you get clients,”” how to rejuvenate your client base” while as a mentor I have a hundred stories and they get so excited about them that people say “can you do that for me” and I ‘ll help them hire someone or sketch it out for them to implement and they get great success.
Easier Now than before the Internet
I asked the coaches what was easier or harder now that we have the internet in our lives.
I have no trouble saying what I charge now that I am on the internet.
What is easier with the internet — I have international clients. I can do one on one on Zoom. Zoom gives a closer relationship than phone.
Deb Peretz says that it is
Easier to get good looking material out quickly and it is harder to compete with so many coaches targeting the same clients.
Suzanne Daniels thought that
content creation and Copy for the internet has to be very specific and this has been a challenge to get the content mix right.
with all the noise and social media It makes getting client’s attention more difficult for sales
It is harder to maintain a presence and keep attention on a message; there is much noise and false claims about our practices.
According to Milana that being
On the internet, competing is harder- lots of look-alike coaches out there.
Well the playing field has been leveled and we now have the capacity to livestream, be on podcast and to be on WebTV shows even expanding onto platforms such as Roku and AmazonFire and AppleTV. Its is a really great time to be willing to step out and as I call it Shine Online with your message.
Advice for new Coaches
I asked for wisdom from the coaches on advice for new coaches starting out in their business and there are many good points.
Define who you are going to work with , as I only work with authors. Get out to conferences and connect; network in relevant groups; volunteer for relevant organizations. I’ve been going to networking sometimes three times a day and then three years later, I can get a client who saw me at an event. “I love networking.”
Find what makes you special. Let your potential audience see that.
Create a signature program with a new branding based on your personal experiences/success.
Be clear on who you serve. It evolves as you go along the business spectrum but this clarity is needed.
Find your niche market and keep track of how your coaching impacted your client’s life/family/business.
By far, the fastest way to get them visibility is to get comfortable with live streaming platform and format; the first step is getting comfortable being in front of the camera and deciding their message is important enough and powerful enough and solution driven enough that it’s worth overcoming their fears and getting comfortable using the camera and therefore comfortable using livestream and love your camera.
The Story continues
This has been a real eye-opener project for me as I learned about just how diverse coaching as a business can be on the internet today. I think I will continue this discussion over the year and maybe include it in a chapter of my book “Is your Personality destroying your Business.” 🙂
If you would like to be interviewed about the current state of the coaching business, please email me at firstname.lastname@example.org.