Episode 25 of Landscape Digital Show reveals how to design a marketing workflow system to get started with or reinvent your digital marketing.
Last week we published an article entitled Marketing Systems: 3 Steps to Production Efficiency. This episode is going to build on that.
Workflow is the steps that must be taken to achieve desired results.
And those steps must be written out to achieve productivity gains. There is just no way around it.
The payoff is that experience and discipline leads to refinements in the workflow systems. New combinations are discovered, some activities are eliminated, and others are reorganized for greater efficiency.
So, let’s start with a simple model to get you started, or to reinvent your current marketing. Here it is:
1. Your difference: This is your value proposition. It’s why people should care.
2. Your audience: These are the people with the problems for which your value is the solution.
3. Your message: This is your marketing. What is the message that will engage their attention, and which channels will you use to consistently distribute it?
As you execute your workflow steps you will get real good at finding places to save time.
At first, this will be like climbing a mountain, so you have to push to get the experience that leads to those productivity gains.
Here are some of the “materials” we discussed. Pulling these lists together is essential for streamlining your marketing workflow.
- Your backstory. And how it makes your way of doing business more attractive?
- Problems your difference solves.
- Stories you will tell. These are usually case studies or success stories that validate your solutions.
- Trigger words or phrases that resonate with buyers. These words remind your buyers of the pain that your difference removes. Use these keywords to optimize your marketing.
- Typical economic buyer job titles. Use these to optimize your content, especially for LinkedIn.
- Customers you’ve helped over the years. They are social proof and a source for testimonials.
- Buyer questions you and your staff answer time and again.
- Questions that never get asked, but should.
- Buyer personas.
- Editorial calendar.
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Call to Action
Take as long as you need to work through the development of your marketing workflow foundation, your difference, audience, and message.
Build your material lists, calendars, and workflow steps. And choose one or two channels to master.
Finally, do the work of consistently implementing that workflow and refine those steps as you gain experience. Most important is to celebrate your successes. You’ve earned them.