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As the year winds down, it’s the perfect time to refresh and refocus your marketing strategy. If you’ve been throwing ideas at the wall and hoping something finally sticks, this episode is for you!
I’m sharing five transformative strategies that’ll help you start the new year with laser focus and renewed passion. These strategies are designed to build a strong foundation for growth, engagement, and success, whether it’s through captivating storytelling, focusing on one platform, or optimizing for visibility.
So grab your favorite notebook, because we’re about to ditch the guesswork, finish this year strong, and lay a rock-solid foundation for the next!
1) Develop Your Brand Story
People connect with stories, not offers. When you create an emotional connection with your audience, you’re not just attracting customers—you’re building a community.
Storytelling allows you to stand out, giving people a reason to feel connected to your brand beyond the products you offer. In fact, research shows that 55% of consumers are more likely to buy from a brand they connect with emotionally, and 44% are willing to share that brand’s content. (Source: Headstream)
I always laugh when people recite my own brand story back to me. Many of you already know the tale of my $300 Craigslist camera and leaving my windowless office. While I sometimes roll my eyes at how often I share it, that’s exactly the point: it’s recognizable! My story is part of the fabric of my brand.
At first, like many entrepreneurs, I struggled with imposter syndrome. I just wanted to blend in and hide behind my work. But when I realized I didn’t need to attract every potential client—just the right ones—I gained the confidence to share more about me, not just my work.
I wanted people to hire me for who I am, not just because I had a camera. Sharing your story can feel vulnerable, but it’s incredibly powerful and helps foster trust with your audience.
If you haven’t developed your brand story in a while, or you’re unsure where to start, revisit Episode 466: My Storytelling Secrets That Connect and Convert for guidance on crafting a narrative that resonates with your ideal clients!
2) Master One Platform First
Trying to be everywhere online can be overwhelming, and most businesses see better engagement when they focus on just one or two platforms. According to Sprout Social, 85% of brands report higher engagement by committing to fewer channels rather than spreading themselves thin.
The key is to choose a platform that:
- Feels natural for you to show up on
- Is where your target audience already spends time
When I first started, Instagram was my go-to, and from there, my content trickled onto Facebook, Pinterest, and finally LinkedIn. Once you nail down a platform, you’ll find that the strategies often translate to others with a few tweaks.
My advice? Pick the platform where you feel most comfortable and can show up consistently. After that, think about ways to repurpose content to reach a broader audience without reinventing the wheel each time.
3) Start Growing Your Email List Early
Social media is a fantastic tool for brand exposure, but email marketing is where long-term customer loyalty and conversions happen. In fact, for every $1 spent on email marketing, there’s an average return of $42!
Your email list is a direct line of communication to your audience that isn’t subject to algorithm changes or platform shutdowns.
Since I launched my podcast in 2016, I’ve been preaching the importance of an email list. While social media followers are visible and public, your email list is your private community that can’t be taken away.
If you’re serious about building a sustainable business, start an email list as early as possible. This is the best place to test ideas, build interest, and create excitement around your offers.
Consider giving your subscribers something valuable in exchange for their email, like a freebie or discount, to get them excited about joining your list! There’s a rule of thumb in online marketing: for every subscriber on your email list, you should aim to make at least $1 in revenue each month.
If you need help getting started with email marketing, tune into Episode 407: Why You Truly Can’t Afford to Wait Any Longer to Start Your Email List for actionable steps and tips on growing a strong subscriber base.
4) Focus on SEO Basics for Visibility
If paid ads aren’t currently in your budget, then search engine optimization (SEO) is your next best friend. Over 90% of online experiences start with a search engine, and 75% of users never scroll past the first page of search results. (Source: BrightEdge).
That’s why getting your SEO basics down is crucial, even if you’re just starting out!
SEO is simply the practice of using keywords and phrases your ideal clients are searching for so they can find you more easily. Beyond just websites, SEO is valuable across platforms—Pinterest, YouTube, and even podcast directories all rely on keywords to connect users with content.
By understanding SEO, you can create content that’s tailored to what your audience is actively looking for. This means getting strategic about the words you use in titles, descriptions, and even in your website content, as well as optimizing for long-form content like blog posts, YouTube videos, and podcasts.
For those of you who want to go deeper, listen to this oldie-but-goodie: Episode 354: SEO Basics to Refresh Your Site Right Now to help you start optimizing today!
5) Create Shareable Content for Your Audience
Creating content that’s shareable is one of the best ways to expand your reach organically. On platforms like Instagram, the algorithm favors posts that get saved and shared, so it’s important to think about what your audience would love to pass along to someone else or save for later.
The types of content that tend to perform well are:
- Relatable content that makes your audience think, “OMG, me too!”
- Educational content that’s informative and helpful
- Inspirational or aspirational posts that people want to revisit or share with others
Think about how to create value in every piece of content you produce. Whether you’re offering a unique insight, teaching a skill, or simply sharing something uplifting, make it something that’s worth sharing.
No matter where you are in your business journey, creating shareable content helps establish your brand as an authority and a go-to resource.
If you haven’t done a social media audit lately, this is a great time to start. I break down my social media audit process in Episode 529: Is Your Social Media Strategy Working? Do This to Find Out, so check that one out for a step-by-step guide to refining your strategy!
It’s Time to Take Action!
As we close out the year and prepare for the next, it’s the perfect time to focus on these foundational strategies. Don’t overcomplicate things.
These tried-and-true methods are simple but effective, helping businesses like yours grow sustainably and stay memorable. I’m so excited to see the impact you’ll make by sticking to these essentials!
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