Client Conversions

Your Service-Driven Marketing Plan

CONTENT MARKETING

Content marketing is all the stuff online (audio, visual, words—aka CONTENT!) that helps educate, entertain, and inspire potential customers. Think articles, blog posts, podcasts, infographics, etc., that communicate and share information without selling.

Content marketing shows you why you are an authority in your sector and the unique reasons your clients should work with you.

Your Content Marketing Checklist:

  • Research your target audience, get specific on who you are selling to, and what problem you are helping to solve
  • Brainstorm a list of ideas of words or phrases that are related to your target audience and their problem
  • Identify what platform(s) or medium works best for you to create content (Tip: think also about how your ideal client consumes information)
  • Develop a content calendar identifying what content you are going to develop and when
  • Create and post your content (Tip: You can repurpose content across platforms, like turning a blog post into a social media post or a GMB post)

EMAIL MARKETING

You may already collect email addresses for your business in some capacity. Maybe you have a contact form, a lead magnet, or even a newsletter that people can subscribe to.

Or you don’t have any of the above. And that’s okay, too.

Email marketing can be a great way to connect with existing or new customers. Emails allow you to tailor your content to an already “warm” audience while boasting a high ROI. Studies show that email marketing yields an average return of $36 for every $1 spent! Email marketing is cost-effective and flexible. It’s not something you have to do every day or every week, and it still has great returns.

Your Email Marketing Checklist:

  • Create opportunities for people to join your email list (e.g., website forms, lead magnets)
  • Choose an email marketing platform, also known as an ESP (Email Service Provider). Some popular ones are Mailchimp, Kit (formerly ConvertKit), and Constant Contact.
  • Customize an email template from your ESP to match your brand
  • Develop a content calendar. Will you send emails weekly, monthly, or only for specific promotions?
  • Start emailing your new audience!

SEARCH ENGINE ADVERTISING

Search ads put your business directly in front of people already searching for what you offer in your area. A potential client types in a search for your service, and your ad can appear at the top of the results. With search ads, you can target specific demographics, promote special offers, and only pay when someone clicks.

Your Search Advertising Checklist:

  • Choose your platform: Google Ads is popular, but Bing or DuckDuckGo might be of interest depending on your client and your budget
  • Create a campaign: Be sure to define your goals and target your audience before setting up the campaign
  • Set a target location: You can get pretty granular targeting a specific area on a map or broadcast ads to an entire country
  • Do Keyword Research: Know what keywords people in your area would search for to find your service (e.g., plumber Denver)
  • Write Your Ad Copy: Highlight what sets your service apart and include a call-to-action (next steps) for potential clients
  • Determine Your Bid/Budget: Set the maximum amount you’re willing to pay for each click; you can set your daily budget as low as $1
  • Monitor and Adjust: Keep an eye on your ad’s key metrics, analyze performance, and add/remove keywords based on results 
biopic woman on laptop - small business seo
tik tok on phone screen | social media marketing for entrpreneurs

SOCIAL MEDIA MARKETING

Having social proof is beneficial for many businesses. Search engines use social media profiles to validate your company. Depending on your industry, customers may look to social media for examples of your work or for tips and tricks on your industry.

However, social media is not right for every business or every business owner. Many social media platforms require a consistent effort to get traction with the algorithms. It can be time-consuming, and for time-pressed business owners, sometimes the juice isn’t always worth the squeeze.

Below are some things to consider when using social media for your business. Not all of these questions are relevant for every business or every platform, but in general, they can help guide your decision.

Social Media Marketing Questions

  • Where does your customer hang out online?
  • Are they scrolling TikTok? LinkedIn? Asking questions in Facebook Groups? Pinning on Pinterest? Something else?
  • Are your competitors using social media? How are they using it?
  • Can you access (or create) original images or videos showcasing your product or service?
  • Are you comfortable creating and editing videos?
  • Can you commit to showing up online consistently – whether that’s once a week or a couple of times daily?
  • Are you comfortable starring in videos?
  • Can you handle negative feedback/criticism from internet strangers?

However, you decide to proceed with social media, be sure to develop a clear social media strategy and stay informed about platform changes to maximize the benefits.