  Week 31 Focus – Marketing Review Focus Question: What needs a tweak with your 5 P’s? Description Last week we started to take stock of where you are around dialogue and marketing of your work. Whether you are internal, or external, we are regularly marketing ourselves. Internally we may be focused on personal branding and/or creating and positioning a business case for our work. Externally, we want to offer the best item of value to our customers or clients. When we explore the topic of marketing and program/product design, we often talk about the Marketing Mix or the 5 P’s– Product, Placement, Promotion, People, and Price. Knowing our 5 P’s and reviewing it regularly ensures that we are on target with what our customers or stakeholders want. This week, as review, note what’s worked, and what hasn’t recently in the five different areas of the 5 P’s.  Activity Use associated worksheet to note what’s worked and what hasn’t around the 5 P’s around your product or service offering. Undertake a review of your metrics. This could include numbers of subscribers, engagement, posts, views, follows, comments etc. What do you notice? What’s working around your marketing right now? Consider the business which has come in, over last six months. What sources led to it? What is in the pipeline? What has shaped this? Do an audit on your content. Consider:
Connection to the Workbook and Planner Part of doing a marketing review is reviewing metrics and trends. Take a look back at your notes. What do you notice? You may want to:
Download a one-page copy of this week's 52 Weeks of Plan, Do and Track here. Best wishes, Jennifer Read and download the initial weeks of the 52 weeks of Plan, Do and Track  Jennifer Britton - Potentials Realized
Author of PlanDoTrack (2019), Coaching Business Builder (2018), Effective Virtual Conversations (2017) and From One to Many: Best Practices for Team and Group Coaching (2013). Pick up a copy of any of her books at Amazon Book Jennifer for a coaching session to explore productivity, teamwork and business issues. Contact her by phone at (416)996-8326 Check out the new 19 Productivity Tips on-demand program. Explore this video based program at your own pace, and join Jennifer for bi-weekly calls as part of your course. Follow the #90DaysPlanDoTrack series on Instagram
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  Week 30 Focus – Marketing Review Focus Question: What’s working and what’s not? Description In this week’s focus, we’re taking stock of different marketing approaches – what is working and what is not. We’ve spent several weeks exploring different promotional strategies, including LinkedIn and Instagram. Building a regular practice of doing a review of what’s working, and what’s not, around marketing in your business, can save a lot of time in the long run. Some of the things you will want to consider as you go to do a marketing review are:
Activity Note the data you are tracking. From a high-level overview what does it indicate? Looking to each of the marketing items you track, which one is progressing as you would like it to? If you have multiple posts, which ones are working best? Which ones are not getting traction as you would like? Are you tracking the things that you want? Where is your energy and enjoyment with this process? Connection to the Coaching Business Builder/PlanDoTrack Workbook and Planner Review the metrics you have which may be part of:
Download a one-page copy of this week's 52 Weeks of Plan, Do and Track here. Best wishes, Jennifer Read and download the initial weeks of the 52 weeks of Plan, Do and Track  Jennifer Britton - Potentials Realized
Author of PlanDoTrack (2019), Coaching Business Builder (2018), Effective Virtual Conversations (2017) and From One to Many: Best Practices for Team and Group Coaching (2013). Pick up a copy of any of her books at Amazon Book Jennifer for a coaching session to explore productivity, teamwork and business issues. Contact her by phone at (416)996-8326 Follow the #90DaysPlanDoTrack series on Instagram   Week 28 Focus – Creating Your Visual Story - Instagram Focus Question: What picture do you want to paint about your work and focus? Description Whether you are creating your own personal brand, or building that of your business, creating a visual story of your journey and offerings adds another important layer in communicating who you are. Instagram is currently the fastest growing social network, estimated with more than 1 Billion users. Story There is no one right way to use Instagram and an increasing number of professionals and businesses are setting up accounts. Like any social media platform, you may want to develop a strategy and/or series of posts. There are many different ways to use Instagram, including creating a series of posts to:
During 2019 I am hosting a monthly series called the 1 Biz Step a Day. You can check them out here. Activity Research Instagram. Note the hashtags which are being used in your area of focus.
Connection to the Workbook and Planner Use any of the content scheduling tools to plan for and track your Instagram focus. Download a one-page copy of this week's 52 Weeks of Plan, Do and Track here. Best wishes, Jennifer Read and download the initial weeks of the 52 weeks of Plan, Do and Track  Jennifer Britton - Potentials Realized
Author of PlanDoTrack (2019), Coaching Business Builder (2018), Effective Virtual Conversations (2017) and From One to Many: Best Practices for Team and Group Coaching (2013). Pick up a copy of any of her books at Amazon Book Jennifer for a coaching session to explore productivity, teamwork and business issues. Contact her by phone at (416)996-8326 Follow the #90DaysPlanDoTrack series on Instagram   Week 24 Focus – 9 Different Promotional Vehicles Focus Question: How do you want to get the word out? Description Whether we are representing our organization, building our personal brand, or marketing a product or service, becoming savvier with different promotional vehicles can be of importance when building a business case, communicating it or marketing a product or service. Section 3 of both the Coaching Business Builder and Plan Do Track explores 9 different promotional vehicles. Now that you have your message, what are the key ways you want to get your message out? Let’s explore the 9 Promotional Vehicles a little more in-depth. Research/Story   Activity Identify 2-4 different strategies to help you “get the word out” this quarter. Complete the following chart:  Connection to the Workbook and Planner Section 3 explores the different marketing approaches more in depth. Review these and the associated questions to gain further insight. Download a one-page copy of this week's 52 Weeks of Plan, Do and Track here. Best wishes, Jennifer Read and download the initial weeks of the 52 weeks of Plan, Do and Track  Jennifer Britton - Potentials Realized
Check out the Weekly Planning Hack Facebook Live each Wednesday or Thursday here. Be sure to like our page to be updated each week! Author of PlanDoTrack (2019), Effective Virtual Conversations (2017) and From One to Many: Best Practices for Team and Group Coaching (2013)   Week 23 Focus – What’s your message? Focus Question: What are you doing to create a message that is clear, crisp and consistent? What is important to consider? Description We have spent the last few weeks exploring different marketing approaches which will have been of interest to virtual professionals and entrepreneurs. For those that are leaders and professionals internal to an organization, a reminder that positioning your message internally, and building a business case, draws on many of the marketing principles we have been talking about. This week’s focus on “What’s your message?” is important to all virtual professionals and business owners. Being clear with your message, and its delivery is key to business success. Across the span of a week we are constantly communicating. From formal presentations to meetings with your boss, to connecting with peers, communication happens formally and informally throughout the day. This week’s focus is what’s your message? We’ll explore it in the light of making a presentation. It’s often said that you have 7 seconds to make a good first impression. What’s going to capture the attention of others with your message? Consider the following:
Activity Think about an upcoming presentation or message you need to deliver. It could the announcement of a new program or offering. Work through these questions: What’s your core message? What is it that you really want to say? Distill it down to 3 bullet points. What’s your intent? What do you want others to do as a result of the presentation? Key to creating memorable messages is that it is:
Connection to the Workbook and Planner Using the content planners and brainstorming space found towards the back of the planner can support you with your messaging. Also consider referring to some of the tips in Section 3 (Marketing and Promotion Essentials) as well. Download a one-page copy of this week's 52 Weeks of Plan, Do and Track here. Best wishes, Jennifer Read and download the initial weeks of the 52 weeks of Plan, Do and Track  Jennifer Britton - Potentials Realized
Check out the Weekly Planning Hack Facebook Live each Wednesday or Thursday here. Be sure to like our page to be updated each week! Author of PlanDoTrack (2019), Effective Virtual Conversations (2017) and From One to Many: Best Practices for Team and Group Coaching (2013)   Week 22 Focus: Marketing–Creating Continuous Content Focus Question: If you were to create content around different themes, what would those themes be? Description Marketing can take a variety of different forms. It can be useful to look at it from different time frames including:
Ongoing marketing is critical for business success. It’s easy to run out of ideas. This week’s Tip gets you thinking about Creating Continuous Content. Whether it’s Facebook or a blog, Instagram or Pinterest, here are some of the varying ways to get your ideas out: 1. Create a series – i.e. 31-day series around the topics of your choice; 2. Create an A- Z series (take a look at my A-Z for Virtual and Remote Team Members); 3. Do an infographic about the different steps in the process; 4. Do a 60 second sound byte around the most important topics in your area; 5. Do an in-depth step by step guide with a series of different posts for the different areas of focus; 6. Create a Top 10 list of books 7. Prepare a top 10 list of videos to check out 8. Make a list of 10 Websites to check out 9. Create a go-to guide 10. Produce a user’s guide to (insert main questions or how tos) 11. Create a Top 10 trends from the year 12. Make a list of Ted talks to explore on the topic What will help to make your message more strategic and targeted? What is of interest to your clients? What will help to focus the conversation for people? Activity Get in to action around one of your key priorities in marketing. Use the list of 10 series above to create a series of marketing tasks. You might:
Who can help you expand your marketing reach? We talked about use of the Top 20 list in an earlier marketing post. Who could help you expand your message? Connection to the Workbook and Planner Section 3 is dedicated to Marketing Essentials. What are your key priorities around marketing? Use the One Page Plan (page 275/277) to create a focused plan around marketing Use the trackers to track the outcome or impact of this activity – note visits, likes, what gets traction. specific activities or results for each of the activities. Download a one-page copy of this week's 52 Weeks of Plan, Do and Track here. Best wishes, Jennifer Read and download the initial weeks of the 52 weeks of Plan, Do and Track  Jennifer Britton - Potentials Realized
Author of PlanDoTrack (2019), Coaching Business Builder (2018), Effective Virtual Conversations (2017) and From One to Many: Best Practices for Team and Group Coaching (2013). Pick up a copy of any of her books at Amazon Book Jennifer for a coaching session to explore productivity, teamwork and business issues. Contact her by phone at (416)996-8326 Check out the new 19 Productivity Tips on-demand program. Explore this video based program at your own pace, and join Jennifer for bi-weekly calls as part of your course. Follow the #90DaysPlanDoTrack series on Instagram   Week 21 Focus – Challenges with Marketing Focus Question: What’s the challenge for you around marketing right now? Story There are many challenges with marketing including:
Experimentation and trying things out in small cycles helps us get important data on what people like and don’t like, value and don’t value. Things in the marketing space change quickly so not relying on just one channel can be of use. Being able to repurpose material is key for ongoing marketing efforts. To create new content each day can be exhausting, and repurposing allows us to leverage what we have already created. Activity While there are many challenges we face in marketing, there is always an opportunity to repurpose the material we have already created. This week identify key pieces of content you have created. Think about how it could be repurposed. For example, the next time to you create a blog post, consider what it could look like if you were to repurpose it three times, not just once. So, consider this… Original Version: A blog post on five things to do before the end of the year with your team. #1 - Repurposing – Create it as a video – 5 Things to Do Before Year End with Your Team #2 – Repurpose - Create an audio post/podcast around it #3 – Combination: Combine this with other posts to make a larger article or download from your website. #4 – Magnify: Share the link with other content providers, so they can share it with their readers/followers. Connection to the Workbook and Planner Refer to the tools in the Content Planner Section. Take particular note of: 1. Tool – Content Tracker – For each piece of content, use the tracker to note how many views and reads it has gotten in each of the different locations. 2. Tool – Don’t Just Do it Once! Scaling Content (page 275 of PlanDoTrack and page 271 of the Coaching Business Builder) Download a one-page copy of this week's 52 Weeks of Plan, Do and Track here. Best wishes, Jennifer Read and download the initial weeks of the 52 weeks of Plan, Do and Track  Jennifer Britton - Potentials Realized
Author of PlanDoTrack (2019), Coaching Business Builder (2018), Effective Virtual Conversations (2017) and From One to Many: Best Practices for Team and Group Coaching (2013). Pick up a copy of any of her books at Amazon Book Jennifer for a coaching session to explore productivity, teamwork and business issues. Contact her by phone at (416)996-8326 Check out the new 19 Productivity Tips on-demand program. Explore this video based program at your own pace, and join Jennifer for bi-weekly calls as part of your course. Follow the #90DaysPlanDoTrack series on Instagram   Week 20 Marketing - A Different Perspective Focus Question: What’s another way to approach marketing to get unstuck or breathe new life into your efforts? Description The Evil Twin - Marketing Marketing is often seen as a “necessary evil” or To-Do in any business. To make it a little more fun, it can be useful to consider an alternative perspective, twin or personality to take on. Perhaps you have always wanted to be a diva. What would it be like to step into that personality as you approach marketing? One of the most important activities which coaches can undertake is that of the Sweet Spot Exercise. While I did not publish this in the Coaching Business Builder, you will find it in the digital chapter on marketing in the From One to Many: Best Practices for Team and Group Coaching book (do check it out at https:/www.from12many.com/downloads.html - use code 4411 to access the Marketing Chapter on Group and Team Coaching). The sweet spot gets you to consider three questions:
Some other questions to provoke new perspectives around marketing are: If you were to look at this activity rather than a time sucker, what could it look like as an enabler? If you see it as a community builder, what else might it offer? Thinking about things from an alternative perspective can be useful in terms of focus and application and breathing new life into areas you might have gotten stuck around. Over the new few weeks we’ll be exploring several of the different vehicles and approaches. Much of this will return back to these strategic questions of what are you good at, and what do your clients want. Activity Work through the questions posed around marketing – what do you notice about your 5 Ps? Connection to the Workbook and Planner Section 3 of both books covers nine different promotional strategies you might want to employ. Always remember that your clients will dictate what approaches are going to be most relevant and impactful. Take some time this week working through the 5 Ps of your business, and activities you can undertake to further clarify the 5 Ps. Download a one-page copy of this week's 52 Weeks of Plan, Do and Track here. Best wishes, Jennifer Read and download the initial weeks of the 52 weeks of Plan, Do and Track  Jennifer Britton - Potentials Realized
Author of PlanDoTrack (2019), Coaching Business Builder (2018), Effective Virtual Conversations (2017) and From One to Many: Best Practices for Team and Group Coaching (2013). Pick up a copy of any of her books at Amazon Book Jennifer for a coaching session to explore productivity, teamwork and business issues. Contact her by phone at (416)996-8326 Check out the new 19 Productivity Tips on-demand program. Explore this video based program at your own pace, and join Jennifer for bi-weekly calls as part of your course. Follow the #90DaysPlanDoTrack series on Instagram   Week 19 Focus – Marketing Focus Question: What do you want to do to get the word out about your work or business? Description Marketing is often one of the biggest question marks for new (and experienced) business owners. It’s also a significant area for virtual professionals who may be representing an organization in a specific geographic area. In this light, marketing may be referred to as advocacy, positioning or representation. Taking time to focus regularly on marketing/advocacy communication and related tasks is key. This aligns with the Daily Steps + Consistent Action = Momentum tagline of the Coaching Business Builder and PlanDoTrack books. What are the daily steps and consistent actions you are currently undertaking around marketing? How is it starting to add up? For many years as I was starting my own business, I taught marketing studies and other business subjects to post-secondary students. As different as we might think that marketing principles vary, they are quite similar across industries. Likewise, while the vehicles have changed over the years, many of the principles remain the same. In marketing, whether we are selling shoes, an idea, or a service, we talk about the 5 Ps. Each product, service or idea typically is shaped by these five things (all starting with P): Product/Program -What are you offering? Be specific about what it entails. Price - Consider what is included in the pricing. What is the market rate? Are you above the market? Below the market? At market pricing? Place - Where are you offering this? Is this a physical or digital product? Promotion - What promotional strategies do you want to use? Refer to the 9 Promotional Vehicles I cover in the Coaching Business Builder and PlanDoTrack. People - Who do you need support from in order to make this happen? What resources do you need? Take notes around these five areas. General questions to consider around marketing:
Connection to the Workbook and Planner Review Section 3 of the PlanDoTrack and Coaching Business Builder. Marketing is important for external professionals to engage with. If you are an internal professional working for an organization, marketing is often referred to as positioning. We may be building a business case for new budget or approval of a new project or program. Take time to review section 3 of the planner, particularly the different promotional vehicles we can use to get the word out about what we offer. Download a one-page copy of this week's 52 Weeks of Plan, Do and Track here. Best wishes, Jennifer Read and download the initial weeks of the 52 weeks of Plan, Do and Track  Jennifer Britton - Potentials Realized
Author of PlanDoTrack (2019), Coaching Business Builder (2018), Effective Virtual Conversations (2017) and From One to Many: Best Practices for Team and Group Coaching (2013). Pick up a copy of any of her books at Amazon Book Jennifer for a coaching session to explore productivity, teamwork and business issues. Contact her by phone at (416)996-8326 Check out the new 19 Productivity Tips on-demand program. Explore this video based program at your own pace, and join Jennifer for bi-weekly calls as part of your course. Follow the #90DaysPlanDoTrack series on Instagram |
AuthorJennifer Britton is the blogger behind the popular Teams365 blog, a daily,blog for team leaders and members since 2014. Her latest publication is the PlanDoTrack Workbook and Planner. Pick up a copy at Amazon. Pick Up a Copy
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