Three questions to ask when planning your marketing

There is no secret magic formula for small business marketing.

I often hear solopreneurs and creative entrepreneurs say they feel overwhelmed and confused by marketing; that they know they should be doing more to market their businesses. Their voices are usually panicked, dripping with shame that they aren’t doing enough.

Here’s the thing about human brains. We don’t like ambiguity; it makes us feel uncomfortable and out of control. So it makes sense that when we put a vague task like “marketing” on the to-do list we just end up spinning our wheels.

So much small business marketing advice focuses on how-to’s, tactics and content. The list of ways we’re “supposed” to be marketing our business seems to grow longer by the day. Yet there’s little discussion on how to discern if these are even the best ways to promote your unique business and reach your goals.

You know that old cliche, “if you don’t know where you’re going it doesn’t matter how you get there?” There’s a lot of truth to that statement when applied to small business marketing.

To put it another way: if you don’t know how it ties back to your business objectives or revenue goals, it doesn’t matter if you make the reel.

When you’re clear on what you’re trying to accomplish and why, marketing can actually feel simple and easy. There’s a much different energy when you have a specific goal such as bring in three new podcast editing clients this quarter or get 25 early-bird participants for my new group program before launch versus ambiguous tasks like market my business or post on social.

If you’re feeling stuck, exhausted, frustrated or confused by marketing, it’s time to put down the content calendar and get clear on your big picture.

Here are three key questions to reflect on that have nothing to do with tactics:

How much money do you need to make to pay your business expenses and afford your life?

The first rule of business club is know your numbers. That means getting crystal clear on how much money you need to make to keep your biz going and pay yourself. This is a business you’re running, not a hobby! Read Profit First. Download a business and personal expense tracker. Work on healing your money trauma.

What are you selling and how much do you need to sell to meet your revenue goals?

Set weekly, monthly or quarterly sales goals. Audit your offerings, including pricing, and adjust accordingly if you’re not meeting your sales goals.

Who are you selling to?

Get to know your customers – not just your audience or your ideal customer, but the people who are actually clicking buy. Don’t know who they are or how they found your business? Ask them!

When it comes to marketing, B.C.E. (Big Clarity Energy) comes from understanding your business and goals more than understanding whatever the latest trend might be.

Because once you know the answers to these questions I’ve outlined above, you will also know:

• Which channels to use to reach your customers

• What you need to promote based on your sales goals

• If what you’re doing is working, because you’re either meeting your goals or you’re not!

And voila, maybe there is a secret magic marketing formula after all.