Timeline- Scope- Expectations
You will be learning new skills, forming new behaviors, and habits throughout this course. We suggest you give these methods at least a 90-day trial before deciding whether or not you were successful in your attempt to master relationship marketing!
Phillippa Lally is a health psychology researcher at University College London. In a study published in the European Journal of Social Psychology, Lally and her research team decided to figure out just how long it actually takes to form a habit.
The study examined the habits of 96 people over a 12-week period. Each person chose one new habit for the 12 weeks and reported each day on whether or not they did the behavior and how automatic the behavior felt.
Some people chose simple habits like “drinking a bottle of water with lunch.” Others chose more difficult tasks like “running for 15 minutes before dinner.” At the end of the 12 weeks, the researchers analyzed the data to determine how long it took each person to go from starting a new behavior to automatically doing it.
On average, it takes more than 2 months before a new behavior becomes automatic — 66 days to be exact. And how long it takes a new habit to form can vary widely depending on the behavior, the person, and the circumstances. In Lally’s study, it took anywhere from 18 days to 254 days for people to form a new habit.
In other words, if you want to set your expectations appropriately, the truth is that it will probably take you anywhere from two months to eight months to build a new behavior into your life.
Building real relationships takes time and effort.
In this Forbes article, they talk about the time, effort, and thought, micro-influencers put into building their brand and content.
We hope that our tips, tricks, and tutorials will excel your process and learning time.
Please utilize our Zoom Q & A’s and connect with other members to take advantage of the social learning environment that Pivotous Social has to offer.
Review the overall strategy that we will be following. There are so many ways to approach each of these steps but this will give you an idea of where to begin.
1. Setting Goals and Expectations
Designing your strategy around a 90-Day plan will give you the data you need to assess your progress and momentum!
- Use it to track short-term progress.
- The data gathered over time can be used to create a baseline to more effectively track your larger plan.
- Enables an agile response:
- If something is not working, address it and change it quickly without worrying that it will affect your annual plan.
- Smaller time blocks allow you to stay in tune with change and meet market demands, without detouring from your master goal.
- Your 90-day plan will continue to drive your ultimate goals forward with a greater vision of the finish line.
- If your business is new you can chunk your 90-day marketing plan into 30-day segments to create an action plan: Learn (1–30 days), Construct (31–60 days), and Prioritize (61–90 days).
What better time to get started than today? Revamping your marketing plan and building out a workable strategy often ignites a new excitement about the business which can easily get lost in the paperwork and busyness of day-to-day duties.
2. Create Your Action Plan
Ready to get started? Find a quiet place, sit down, and spend some time evaluating and answering the following questions:
- What marketing approaches worked well for the business in the past six months?
- What marketing approaches worked well, but could have been more effective in the past six months?
- What marketing in the last 12 months didn’t work well at all?
- The marketing done in the last 12 months that performed well did so because:
- The marketing done in the past 12 months that failed did so because:
- In the next 90-days, I define my target market as:
- Will I change the geography of my target?
- Will I target a different income level or demographic of consumers?
- Will I target product-oriented users, service users, or both?
3. Focus and Identify Your Target Market
Your value proposition must be relevant to your target market. This means your target market must be identified and clearly defined.
It’s important in this process to find the right balance when defining your target market in a way that causes your audience to recognize that you are talking specifically to them. This often requires companies to narrow down their target market, so that the message is strong, compelling and clear.
Regardless of your brand mission, identifying and gaining the devotion of your target audience is the necessary means of reaching your brand objectives. You will find that knowing your target market inside and out you’ll have the information that you need to achieve your brand marketing goals. You can do this by conducting a market analysis.
Depending on how much detail you put in the market analysis you have the capabilities of gathering enough data to learn what you need to know to reach your target effectively. Knowing your target audience, helps you solidify your message and increase your confidence in the steps to take to connect with that audience.
The power of your brand relies on your ability to focus and craft a marketing message that will convert prospects into customers. That is why defining your target market will help to strengthen your brand’s overall effectiveness.
4. Conduct An Informal Market Analysis
The following questions will help you assess your market analysis. Make your study as complete as possible. Use the internet to conduct research. You can also read news stories that are related to your target market. This will help you to narrow down your target by interest, demographic, and common trends.
- Who is your target audience?
- Where is your target audience located?
- What do they think about your current brand?
- What would you like them to think about your brand?
- How will you attract them to your products or services?
- Who else is competing for their loyalty and devotion?
- Are you targeting business or consumer sectors?
5. Evaluate Your Brand
How do you know if your brand is strong enough to give you the internal and external value that you need? Start by asking yourself the following:
- Does the brand relate to my target audience? Will they instantly “get it” without too much thought?
- Does the brand share the uniqueness of what I am offering and why it’s important?
- Does the brand reflect the promise made to my target audience and hold value for my internal audience?
- Does the brand reflect the values that I want to represent to my customers?
Let these questions serve as a guideline in the development of your brand. If you’re not sure about the answers then you may want to revamp your branding efforts.
Branding is not just about getting your target market to select you over the competition. It’s also about getting your prospects to see you as the sole provider of a solution to their problem or need. In its essence, branding is a problem-solver. A good brand will:
- Clearly deliver a message
- Confirm the brand’s credibility in the marketplace
- Emotionally connect target prospects with a product or service
- Motivate the buyer to make a purchase
- Create user loyalty
6. Integrate Online Content Strategy Into Your 90-Day Plan
Draft content ideas and social media posts that will help drive traffic and capture leads and/or sales. Identify the number of pieces of content you will post each week to determine how many content generators you will need.
- In the past six months, my consumers could be defined by the target market as _______
- What marketing vehicles will I use, in the next 90-days and why?
- I need to work on enhancing, concentrating, or revising my marketing message by _______
- Marketing budget for the next 90-days will be: _______
Chart the answers to these questions on a 90-day timeline. Set your start date, your end date, and specific execution steps in between. Evaluate weekly how your plan is working; tweak here, adjust there, when necessary.
A solid, functioning marketing plan is vital. Diligence with an eye toward optimizing valuable marketing dollars is best—and most easily—achieved by tracking the effectiveness of your marketing campaigns as they roll out. Armed with a list of 90-day objectives, you’ll have a realistic working plan, a clearer picture of priorities, and the ability to better control the results you generate.
7. Specify Your Sales Strategy and Supporting Materials
If your product is more sales-intensive, you’ll want to spend more time outlining how you expect that sales process to work. Sales are by no means easy. And you’ll want to make sure that you have all the resources and knowledge needed to be successful.
- Lead generation: We’ll cover how you’re going to find your customers. There are many different ways to find leads and generate demand for your product. What is the best solution for you?! We’ll help you find it.
- Content: What value are you creating for users outside of the product? Content is a powerful way to get in front of potential customers and show them that you’re knowledgeable and trustworthy. Think about what you can teach users and how your content strategy can help support your launch with things like blog posts, videos, ebooks, and whitepapers.
- Marketing site: Where will the main information about your new product live? Will it be on your main site or on a micro-site? How will you explain your value quickly and in a compelling enough way to get people to purchase?
- Events, ads, and PR: What else can you do to get people interested? This could mean using paid ads, search engine marketing, hosting or presenting at events, and using PR to amplify your launch in other outlets.
Running a business doesn’t have to be a battle (and in fact, we think the best companies prioritize BALANCE, not non-stop hustle). Yet when you’re bringing a new product into the market, it often feels like do-or-die. But this doesn’t have to be the case.
If you put the time into creating a solid go-to-market strategy following the framework we just outlined, you should be able to grow your company in a calm, more meaningful way. It might seem like extra work now, but by thinking about your strategy and doing the work upfront, you’ll be playing chess while the competition is playing checkers.