EP. 023 | The 12-Week Marketing Makeover for Your Small Business
Podcast Summary
Is your small business marketing leaving you feeling drained and defeated? You're not alone. In this eye-opening episode, I'm tackling the all-too-common cycle of marketing burnout and sharing a game-changing 12-week strategy to revitalize your efforts.
Marketing your business doesn't have to feel like a never-ending chore. I've got a plan to help you break free from the burnout cycle and start seeing real results. Over the next 12 weeks, we'll focus on three key areas that will move the needle for your business: targeted and strategic sales campaigns, expanding your reach on new platforms, revamping your email marketing
Episode Highlights
0:47 Plan Out Your Sales Campaigns
3:20 Try Out A Sister Platform
5:35 Start Your Email List OR Drop a New Freebie
Resources + Tools Mentioned
→ The 8-Day Campaign (the exact sales strategy + templates I use in my business)
→ Later (an amazing scheduling tool that will help you post more content on more platforms)
→ Flodesk (an amazing email marketing tool, especially if you are just starting out
Your Marketing Plan for The Next 12 Weeks to Skyrocket Growth
Remember the last time you felt completely overwhelmed by your marketing to-do list? Trust me, I've been there. It's like that sink full of dishes that never seem to empty, no matter how hard you scrub. But what if I told you there's a way to break free from this cycle of burnout and actually see real results?
I want to share my battle-tested 12-week strategy that will revolutionize your approach to small business marketing. By the end of this blog, you'll have:
A clear plan for creating effective sales campaigns
Strategies to expand your reach across multiple platforms
Tips for building a powerful email list that actually converts
Actionable steps for each week of your marketing makeover
Insights on measuring your success and adjusting your approach
So, are you ready to say goodbye to marketing chaos and hello to sustainable growth? Let's dive in!
The Marketing Burnout Cycle: My Personal Wake-Up Call
Picture this: It's 2 AM, I'm surrounded by empty coffee cups, and I'm frantically scheduling social media posts for the week ahead. Sound familiar? This was me just a few years ago, caught in the vicious cycle of market burnout repeat when I ran my social media agency, trying to market my OWN business!
Here's how it typically went down in terms of my “marketing strategy” or lack thereof.
Panic about the lack of clients
Market like crazy for a few weeks
Get an influx of new business
Get too busy to market
Clients dry up
Panic and start all over again
It was exhausting, ineffective, and, quite frankly, terrible for my mental health. And honestly, it was embarrassing because I was able to do it for other small business owners, marketing is my career… but I was struggling to do it for myself!
Here's the good news: it doesn't have to be this way for you.
The key to breaking this cycle is having a strategic, sustainable plan. Over the next 12 weeks, I'm going to challenge you to focus on three key areas that will move the needle for your business. It won't always be easy, but I promise it will be worth it.
Strategy 1: Mastering Your Sales Campaigns
Let's face it: you're probably not marketing your offers enough. And that's okay! But it's time to get comfortable with being "salesy" because that's how we turn followers into paying customers.
Step One: Plan and Execute Your Large Sales Campaign
For your large campaign, think about your most profitable product or service. This is the offer you should be promoting at least once a quarter. I personally use a strategy called The 8-Day Campaign, where I focus all my content on one offer for eight days straight. It's intense, but it works!
Identify your biggest moneymaker (product or service)
Create a content calendar for an 8-day promotional blitz
Prepare email sequences, social media posts, and any necessary graphics
Launch your campaign, staying active and engaged throughout
Step Two: Develop and Launch Your Flash Sale
For your flash sale, consider adding a bonus to an existing offer or discounting a product for a short period. The goal is to create urgency and drive quick sales.
Choose a lower-ticket item or create a special bundle
Decide on your promotion (discount, bonus, or limited-time offer)
Create urgency-driven content for a 3-5 day campaign
Execute your flash sale, monitoring results closely
Remember, the key is consistency. Whether you choose a 5-day or 2-week campaign, commit to talking about your offer regularly throughout that period. And this is something you will want to plan for over the next 12 weeks. You can space these sales campaigns out however you want, but you SHOULD repeat this cycle once a quarter.
Strategy 2: Expanding Your Reach with Sister Platforms
You've probably heard the saying "don't put all your eggs in one basket." Well, the same applies to your marketing efforts. While it's great to have a platform you love, relying solely on one channel is risky. Let me tell you why.
Back in 2020, I built my entire marketing strategy for my business on TikTok. I grew a huge following quickly, steady engagement, and a reliable stream of clients. Fast forward to today… growth and analytics are stagnant at best,and declining at worst, and it is not the platform that brings me the most clients anymore. But I don’t panic about it because I have OTHER platforms I market my business on.
That's where sister platforms come in. These are platforms that share similarities with your main channel, making it easier to repurpose content. For example:
If you're creating Instagram Reels, try posting the same content on TikTok
If you're a Twitter user, consider expanding to LinkedIn or starting a newsletter
If you're producing YouTube videos (like me!), why not turn them into a podcast?
The goal isn't to be everywhere at once. Start small by choosing one or two additional platforms. Yes, it might feel challenging at first, and your engagement might not be stellar right away. But stick with it. You're building a foundation for a more robust, diversified marketing strategy.
Pro Tip: Use a scheduling tool like Later or Hootsuite to manage posts across multiple platforms without losing your mind.
Strategy 3: Harnessing the Power of Email Marketing
I know what you're thinking: "Email marketing? Isn't that so... 2000s?" Trust me, I had the same thought. But here's a secret: email marketing is still one of the most effective tools for converting followers into customers. In fact, it consistently outperforms social media in terms of conversion rates.
If you haven't started an email list yet, now's the time. And if you already have one, it's time to give it some love. Here's what you need to do:
Choose an email marketing platform (I recommend Flodesk for its user-friendly interface and affordability)
Create a compelling freebie or lead magnet to entice people to join your list
For those with existing lists, create a new, irresistible offer to attract fresh subscribers
Remember, people won't join your list just because you ask nicely. You need to offer something valuable in exchange for their email address. This could be a mini-course, a helpful template, or exclusive content they can't get anywhere else.
Pro Tip: Your lead magnet doesn't have to be complicated. One of my most successful freebies was a simple one-page checklist. Focus on solving a specific problem for your audience.
Putting It All Together: Your 12-Week Action Plan
Now that we've covered the three key strategies, let's break down how to implement them over the next 12 weeks:
Weeks 1-2: Plan and execute your large sales campaign
Weeks 3-4: Develop and launch your flash sale
Weeks 5-6: Choose your sister platform and start repurposing content
Weeks 7-8: Focus on growing your email list (or revamping it if you already have one)
Weeks 9-10: Analyze results from your campaigns and adjust as needed
Weeks 11-12: Plan your next round of campaigns based on what you've learned
Remember, the goal isn't to do everything perfectly. It's to take consistent action and learn as you go. Even implementing just one of these strategies can lead to significant improvements in your marketing results.
Overcoming Challenges and Staying Motivated
I won't sugarcoat it: this 12-week journey won't always be easy. You might face challenges like:
Feeling uncomfortable with increased self-promotion
Technical hurdles when trying new platforms
Initial low engagement on new channels
But here's the thing: these challenges are normal and expected. The key is to push through them. Remember why you started your business in the first place. Keep that motivation at the forefront of your mind.
Measuring Success: Key Metrics to Track
As you implement this 12-week strategy, it's crucial to track your progress. Here are some key metrics to keep an eye on:
Sales revenue from your campaigns
Email list growth rate and open rates
Engagement rates on your new sister platform
Overall website traffic
Customer acquisition cost
Conversion rates across different platforms
Don't get too hung up on the numbers in the beginning, especially for new platforms. Focus on consistent action and improvement over time.
Let’s Address the Thoughts in Your Mind…
Q: What if I don't have time for all of this?
A: Start with one strategy that resonates most with you. Even small, consistent efforts can yield significant results over time.
Q: I'm worried about being too "salesy". Won't I annoy my audience?
A: As long as you're providing value alongside your promotions, your genuine audience will appreciate knowing how you can help them further.
Q: What if I try a new platform and it doesn't work out?
A: Give it at least 3 months of consistent effort before deciding. If it truly doesn't resonate, it's okay to try a different platform. The key is to make data-driven decisions.
Your Small Business Marketing Transformation Starts Now
Marketing your small business doesn't have to be a never-ending source of stress and burnout. With this 12-week strategy, you have a roadmap to create a more effective, sustainable marketing approach.
By focusing on these three areas, you'll be well on your way to marketing success. It won't happen overnight, but with consistent effort and a strategic approach, you'll see real results.