If you want to build a thriving, profitable business, you need a marketing assistant to crank the marketing wheel.
Fact: Sales drives a Business.
Fact: Marketing drives Sales.
Fact: A Marketing Assistant drives Marketing Consistently.
These are fundamental principles of business. Conquer these, and you will soon be doubling and tripling your profit margin.
Let’s break it down.
Cash flow is king in business. If you are not selling your product or service, then your business dies.
In order to get the chance to make sales, your marketing has to be bringing the right type of client or customer to you. For this, you need to work on your marketing plan to hone-in on your ideal audience. This is the critical time spent on building out your personas, your messaging, your marketing campaigns, and marketing vehicles.
Am I moving a little too fast?
Let’s break that down so you can lead your business to profitable success.
It is vital to take the time to understand your ideal audience. You do this by getting clear on the type of client or customer you are targeting. The categories of the ideal audience you want to target are called your personas.
Craft Your Personas
Personas are categories of customers or clients. I often label them things like Paul and Paula the Professionals. Or Ned and Nelly the Newbies. For each audience, you map out everything from demographics to pain points to who are their influencers. These can often have a range.
Let’s look at Ned and Nelly, the newlyweds. This couple is between twenty-three and thirty-years-old, and they have zero to two children, aged between one and six. This family rents an apartment or a house and has one to two cars. Ned and Nelly both work and juggle daycare fees and debt from student loans.
Get creative and think about groups of your customers.
Once you have built out your 1-3 personas, you can get even more granular in building out an avatar.
Construct an Avatar
An avatar is a fictitious character that embodies the key attributes you are looking for. You give them a name and specific demographics and get so deep into their lives and habits that they are practically real. You interview clients and gather data and analytics about their spending habits.
Here are three examples of avatars.
First example, we can dive deeper into Ned, the new parent. Ned is twenty-three-years-old, is married, and has one child, a six-month-old. Ned rents an apartment, has one car, and works a nine-to-five job. He stresses about getting to daycare to pick up his daughter as the budget is tight and can’t afford the extra hours at daycare. He struggles to pay his student loans and save for a house. Because of this stress on money, he spends a lot of time online searching for the best deals.
Second example, we have Mary, the middle school teacher. Mary is thirty-four-years-old, with two children, ages fourteen and sixteen. Mary is married, and she and her wife own their home. Mary works for a school district and thus gets set time off for summer break and other holidays. Her debt is resolved, but she focuses on saving for college for her kids. Mary buys what her family needs, but they don’t splurge.
Third and final example, we have Paul, the psychiatrist for professionals. He is fifty-six-years-old, with grown children. Like Mary, Paul is married and owns his own home. However, Paul also has a lake house, a boat for fishing, and a robust retirement portfolio. He loves great food and excellent wines and will spend $150-$200 on a bottle of good wine. Paul’s large purchases are made after consulting consumer reports, ratings, and reviews.
These three avatars give you greater insight into their concerns, pain points, and daily life. This helps you position your marketing to the audience. For instance, for Ned, you might do a marketing campaign using the words like “deal,” “discount,” and “bargain.” In contrast, for Paul, you might launch a marketing campaign using terms like “top-rated,” “#1 seller”, and “widely acclaimed.” Bottom-line, understanding your avatars or target consumer helps you pin-point a marketing message that will resonate with your ideal audience and marketing that sells.
This takes a little time, so don’t be too hard on yourself if you don’t have this perfected yet. (Hint, it helps to work with a coach to help you fine-tune this.)
Now that you have good, solid marketing messages designed to resonate with your target audience, the marketing director (who will likely be you, the owner, until the business gets large enough), needs to keep the marketing fresh and relevant.
You do this by creating marketing campaigns.
Build Your Marketing Campaigns
Think of marketing campaigns as themes. For instance, in January, you might run the “New Year, New You” campaign. Or mid-year you (June 25-August 5), you might run the “Find Your Freedom” campaign.
Marketing campaigns allow you to resonate with your audience and help educate them on how you can help make their lives better. (Hint: sales is all about movement, and so if you can convey how you will help them move forward, they are more likely to buy from you.).
As you build out your marketing campaign, you will use various marketing vehicles to spread the theme of the campaign. For instance, you might use Instagram with images and hashtags to hit your audience, or you might prefer to target LinkedIN and the professional crowd. Added to one of those vehicles, additional tactics like videos, phone calls, or an email.
In general, you want to orchestrate your marketing campaign to be spread via 4-5 marketing vehicles.
So at this point, you might be exhausted. You might be wondering, “how am I going to get all of this done?!? Fresh Social Media posts, phone calls, emails, videos, etc.”
The key is a marketing assistant.
A Marketing Assistant Cranks the Marketing Consistently
A marketing assistant can crank the wheel every day in a consistent pattern, so the marketing happens even when you, the owner, are off doing other things.
This is vital to building a thriving, PROFITABLE business.
Think of it like the marketing assistant is the fire keeper that keeps the fire at the perfect flame. They can amp it up or let it burn down to the ideal level depending on where you are in your growth.
Imagine you are on a beach, and the marketing assistant reaches out and says, “the metrics show we are approaching some floor numbers on our KPIs, do you want me to turn on the pocket campaign we prepped last month?”
Music to your ears, right?
Seriously, this doesn’t have to be a pipe dream.
Using a Marketing Assistant to Crank the Marketing Wheel
So back to the original premise. A marketing assistant drives your marketing. Not in ideas, but in execution. This consistency in marketing creates consistency in sales, which amplifies your profitability.
So how do you get the marketing assistant to crank the wheel consistently?
“Systems Run the Business. People Run the Systems.” Michael Gerber, E-Myth Revisited.
An ordinary marketing assistant can become extraordinary and one of your most profitable staff if you have clear policies, procedures, templates and checklists.
So how do you build the systems? Well, one option is to sit down and do them yourself. I know from my own experience building businesses that creating this infrastructure takes work but is so, so worth it.
The lesson I learned was that, wherever you can, make use of systems other successful business owners have built to fast track your own processes.
Fact: Marketing drives Sales.
Fact: A Marketing Assistant drives your Marketing Consistently.
Build your systems and get a Marketing Assistant to implement those Systems and your profits will increase dramatically! That is how a marketing assistant drives your profit!!
Kristen David, a former trial lawyer and partner who went from working 85 hours a week and being a slave to her law firm, built it up to a million-dollar-plus business, then sold her shares and pivoted into a business coach guru. She is now an international speaker, bestselling author, and operates a successful business, empowering business owners to build thriving, profitable businesses that are self-managed with systems. She helps busy business owners build those systems by implementing policies and procedures the Fast Track Way.