Sometimes, when we work with small businesses, the one question that comes up is: “What do I need to do at a bare minimum to execute marketing well?” It’s not an easy answer, and much depends on the industry, who you are, and who you’re selling to, but if we had to boil it down, we’d say you need these 3 key pillars in place:

• • Strategy and Clear Narrative: A clear marketing strategy w/ an established brand narrative
  • Approach to Supporting Your Narrative: A defined content approach (based on your strategy) and the creation of one or more marketing hooks that help attract audiences.
  • Operations: Ongoing operations, data monitoring, and detailed implementation

Here’s the catch that many companies miss: You really should do all three if you’re going to try to market your business well. For example, companies might have the right, winning strategy but if they ultimately fail when it comes to implementation, all the strategies in the world won’t boost performance. Similarly, companies that develop a smart content approach, say, but don’t have a strategy or implementation, won’t see particularly strong effects from what they develop. And we see companies that dive into implementation all the time – (“let’s do a blog,” or “let’s do social”) – but don’t consider the bigger picture of the brand they’re trying to support. That leads to marketing that can seem inconsistent and ad hoc.

Let’s now discuss what it takes to do all three pillars.

Strategy: A Clear Path Forward

A well-defined marketing strategy is the compass that guides a brand toward its goals. It begins with understanding the brand you want to project – the ideal narrative for how you want audiences to think about you. “Oh I know that company. It does _____. They’re really good.”  

A good narrative reflects both internal and external considerations. Start by understanding your company’s values, strengths, and uniqueness. What sets you apart in a crowded market? Combine that with what you know about your audiences and competition. Then, craft a narrative that reflects your authenticity while speaking to your potential customers uniquely.

After you’ve established your narrative, think about the following:

Identifying the Right Audiences and Understanding Their Challenges. No strategy is complete without a deep understanding of your audience. Conduct market research to identify your target demographic and psychographic characteristics. What are their pain points, aspirations, and challenges? Tailor your narrative to address these concerns, positioning your brand as a solution to their needs.

Deciding on Budgeting and Resources. Effective strategies require adequate resources. Determine your marketing budget based on realistic projections and the goals you aim to achieve. Allocate resources wisely, balancing between traditional and digital marketing channels. Invest in tools, talent, and technology that align with your strategy.

Identifying Channels to Use. Not all channels are created equal, and the right mix depends on your target audience, goals, and your industry. Analyze the channels where your audience is most active and receptive. Whether it’s social media, content marketing, advertising, email campaigns, or a combination of these, choose channels that amplify your brand narrative and engage your audience effectively. One question to ask: Can you tell if the potential customers you’ve identified are showing some intent to buy now? If so, where can you target them?

Approach to Supporting Your Narrative: Crafting Compelling Content and Hooks

With a solid strategy in place, the next step is developing an approach to support your narrative. This involves creating content that resonates with your audience and employing marketing hooks that grab attention. Jonah Berger’s STEPPS framework, outlined in the book Contagious, provides a valuable guide, especially after you’ve chosen a strategy and need an approach that fits your ideal narrative:

Social Currency. One approach is to create content that makes your audience feel special and in-the-know. Craft messages that people will want to share to enhance their own social currency. This could involve exclusive offers, insider information, or content that audiences may not know but they are willing to pass along to seem more interesting, cool, or smarter.

Triggers. Triggers are like peanut butter and… You would of course answer, jelly. That’s because peanut butter is a trigger for jelly. Associating your brand with your industry is a form of a trigger—stimuli that prompt people to think about your product or service. This could be seasonal trends, cultural events, hashtags, or common occurrences. Stay top-of-mind by aligning your content with these triggers.

Emotion. Let’s face it: Emotions drive decisions. If you can craft content that taps into the emotions of joy, surprise, ambition, anger, or fear, you can both support your narrative and deepen the bond with potential audiences. Emotional resonance creates a lasting impression and strengthens the connection between your brand and consumers.

Public. People tend to follow the crowd. When others use your products and services it provides social proof for them to take the next step. Think about how you can use endorsements, testimonials, or influencers here. By leveraging social proof, you can build credibility and trust among your audience.

Practical Value. Why offer practical value through your content? You become the instant authority that way. Also, when your content adds tangible value to your audience’s life, they are more likely to engage and share it.

Storytelling. Humans are wired to respond to stories, and a compelling story can make your brand memorable. Whether it’s the journey of your brand or the success stories of your customers, storytelling creates an emotional connection. Just make sure any story you tell reinforces your existing narrative.

Developing Marketing Hooks. In the previous post we made, we talked a lot about the creation of marketing hooks. These could be catchy headlines, intriguing visuals, or unique offers. Consider what will grab their attention and make your audience want to learn more. Hooks should align with your narrative and amplify its impact.

Operations: Data Monitoring and Detailed Implementation

The final pillar, Operations, ensures the seamless execution of your strategy. This involves ongoing operations, data monitoring, and meticulous implementation:

Developing or Hiring the Right Expertise. Different channels require different expertise. Whether it’s social media management, content creation, SEO optimization, or email marketing, ensure you have the right talent in-house or partner with experts who understand the nuances of each channel.

Tracking Campaign Performance. Data is the backbone of informed decision-making. Implement robust analytics tools to track the performance of your campaigns. Monitor key performance indicators (KPIs) such as conversion rates, engagement metrics, and return on investment (ROI). Regularly analyze data to identify what’s working and what needs adjustment.

Paying Attention to Small Details. Success often lies in the details. From the timing of your social media posts to the language used in your email campaigns, pay attention to small details that can impact audience perception. Consistency in branding, messaging, and user experience contributes to a cohesive and memorable brand image.

Flexibility and Adaptation. The marketing landscape is dynamic, and what works today may need adjustment tomorrow. Stay agile and be ready to adapt your strategy based on evolving market trends, audience preferences, and technological advancements. A flexible approach ensures your brand remains relevant and responsive to changes in the competitive landscape.

Conclusion

I know what you’re thinking right now. This is a lot for any small business. And you’re not wrong. But remember, to do marketing well, you really have to put the time and effort into it. Or at least give some real thought to the issues we’ve described above. If you don’t, someone else might after all. And in a competitive world, you can end up losing customers who would’ve normally gone to you. If you need help, don’t hesitate to contact us. We’re always happy to provide a free consultation