14 Day Marketing Challenge
I got the hair-brained idea for the 14 Day Marketing Challenge while watching a SCORE live webinar. I spend hours and hours each week actually DOING marketing, but I also spend hours each week GIVING that marketing information away! So how can I do that on a larger scale and maybe help way more folks; outside of SCORE?
As a certified SCORE mentor, I have the chance to coach startups, growing and scaling businesses, and even those who learn they shouldn’t have started a business…just yet. And the one question that ALWAYS comes up is “What marketing should we do?” Regardless of your industry or niche, marketing probably is going to be important to the success of your business.
So doesn’t it make sense to learn about it whenever you can?
That’s what I’ve been doing. Besides practicing, I spend several hours each week learning…and teaching on topics related to marketing. And you know what? It’s a fun gig. I LOVE to talk about marketing and it’s the rare day when I get to spout off to someone who shares my excitement.
Thus, the 14 Day Marketing Challenge was born. Download the Play Along Worksheet to track your progress.
I don’t know if you’ll find anything new (I HOPE you will), or if you’ll agree with what I have to say, or, worse, you’ll find errors or outdated information in my materials (every teacher’s fear). If so, chime in! Many of you in this group are marketers in your respective industries, and you know what works for you and what doesn’t.
In addition to the daily Challenge, you’ll find links to resources to view or download even more great materials I somehow accumulate each year on marketing and social media. Just click to login each day (same place as registration) and join us over on our FB 14 Day Marketing Challenge group for a discussion each day at https://www.facebook.com/groups/475434299782157/
Yours in Marketing
-Cheri Bales
Day 1: Define Your Marketing Goals
How to Set Measurable Marketing Goals
If you’re not measuring your ROI, you’re wasting your time! Marketing is all about putting the right product or service—or a combination thereof—in the right
Assignment
Write out three marketing goals you have for your business. Make them measurable (i.e. gain 25 new email signups) and timely (in 12 months). Don’t worry about getting it right; just get it down on paper!
Materials
Coming soon
- SCORE's Marketing Planning Guide
- SCORE Deluxe Startup Business Plan Template
Day 2: Determine Your Target Audience(s)
What Channels Do You Need to Reach Your Target Audience?
Facebook, LinkedIn, Twitter, Instagram, the list goes on… When you put together a social or digital media marketing strategy, it’s important to choose the right
Assignment
Review the attachment, then decide on two primary target audiences (i.e. existing customers, hot prospects, past clients) and two secondary audiences (i.e. vendors, family/friends, referrals). Don’t worry if you can’t identify them entirely; focus on getting groups down on paper.
Materials
Day 3: Plan Your Approach
Choosing the Right Mix of Marketing Tools
Small business owners know they need to be part of the social media world, but which networks? And how often? And what to post?
Assignment
Make a list of all the channels (i.e. social media, website, video, text, email) your business is currently using (and why?). Then look at what your competitors are using. Do you NEED Twitter? Or can you rely on a Google Business Profile for search traffic? Is LinkedIn important for your business? Decide which platforms you really need to be on and focus on those and doing them well. Make a list and show your business links on the list for reference later.
Materials
Coming soon
- Choosing the Right Social Media Channels
- 21 SEO Myths to Leave Behind in 2021
- Social Media Checkup Quiz
Day 4: Craft Your Messaging
It’s What You Say…AND How You Say It
Why is it important to keep your content short and concise? Here are 5 reasons to spend a little time and show a little love to your next blog or post headline.
Assignment
After reviewing the resources, create three social media post drafts (i.e. Facebook, Instagram, LinkedIn). Consider the different sizes and what images you want to use. Include keywords, hashtags (yes you can use them on FB and LI) and don’t forget the call to action. Choose a page from your website to grab content from (already approved) if you can’t come up with something new.
Materials
Day 5: Evaluate Your Results
Making Sense of Online Marketing: A Simple Checklist for Success
How many people are doing online marketing now? How many people think it’s easy? You’re not alone if you’ve found otherwise.
Assignment
If you are doing online marketing (and why wouldn’t you be?), how do you know if it’s working. Remember “measurable goals” on day 1? You need to measure and evaluate every platform for effectiveness. Look for things like traffic (web), engagements (social), behavior (web and social), conversions (ecommerce, ads). Then, go back and revisit that and measure those predictions against your actual results. Did you hit the mark? Miss it by a mile? Revise your marketing and keep trying!
Materials
Day 6: Local Listings and Search Results
How Do I Get More Traffic to My Website?
We’re talking about getting more traffic to your website. Little did I know so many people were totally unaware of this great (free) tool and I got a lot of follow up calls about the wonders of google!
Assignment
Search for your business on google (not yahoo or bing – google is the biggest search engine in the world – and see what you get! Do you show up in search results? If not, do you know why? Not enough content – I see this a lot recently – on your website? Not enough keywords to optimize your SEO? Inconsistencies in your name, address, phone? Write down a list of 15-20 keywords or keyword phrases that apply to your business. If you can’t think of any, ask your friends what THEY would search to find you.
Materials
Coming soon
- Reach Customers Online with Google
Day 7: Does Google Love Your Business?
Does Google Love YOUR Business?
Does Google LOVE Your Business? Local Search Rules. Setting up marketing for a new business can be a challenge. Start with the big ones first! Google My Business.
Assignment
For this segment, you will want to determine if your business already has a Google Business Profile (Google My Business is the old name) or if you need to find and claim it. Review the webinar for step-by-step instructions on finding, claiming, and populating your Google Business Profile. Add everything you can – this is the first thing people will see when they search for you on google. Claim the page and wait for verification to come in the mail.
Materials
Coming soon
- How to Grow Your Business with Google Search Ads
Day 8: Nonprofit Marketing Solutions
Nonprofit Marketing (in a Pandemic World and Beyond): Part 1
Fundraising is more challenging than ever as we continue to practice social distancing. You’ll also learn how to analyze your results so your next fundraising campaign is even more effective.
Assignment
If you are a nonprofit marketer, the game has changed since the pandemic. For this assignment, write down two marketing strategies you have admired from other nonprofits and how you might emulate those strategies for your nonprofit. Find examples of creative marketing like the Animal Protective Association of Missouri did and list some ways you can get creative with you nonprofit marketing.
Materials
Day 9: Are You Doing TOO MUCH Marketing?
Are You Doing TOO MUCH Marketing? Cut it out!
Every chance I get to talk to marketers, I always as the question, “What platforms are you using now?” Inevitably, they respond with “Website, Facebook, LinkedIn……and, well, we have a Twitter and Instagram page but we don’t use them very much.”
Assignment
Make a list of all the channels (i.e. social media, website, video, text, email) you think your business needs after reviewing this list. Consider non-traditional methods of marketing like TikTok or Pinterest in your mix. Don’t forget to include google if you are a storefront. Write it down. Make it real! Then decide which ones you don’t really “love” or those which are not making you do the happy dance, and consider deleting those!
Materials
Coming soon
- Constant Contact Online Marketing Guide
Day 10: Email Marketing
Create and Send Your First Email Campaign in 15 Minutes or Less
Not sure how to get started with your first email campaign? Don’t worry, we’ll take you step-by-step through how to create and send your first email campaign with Constant Contact.
Assignment
You can try Constant Contact FREE (on me) to see what all the noise is about. Click the link and fill out a short application (no credit card required), then take a look at the resources here and draft your first email campaign. Then, go investigate the other tools available in Constant Contact like email automation, event management, polls, shoppable landing pages, signup forms, social media and even google ads! You can do a lot with Constant Contact to elevate your marketing. Make a list of 3 possible email campaigns you could produce. Then start collecting your emails list! You’re almost there.
Materials
Day 11: Branding Your Business
A Marketing Plan Can Boost YOUR Business Success
A good marketing plan is made up of goals, objectives, strategies, tactics, tools, and evaluation. Let’s look at what each of those contains. Before you spend a ton of money on the newest “marketing gadgets” or “EZ marketing” tools, stop and take a look at your own goals and objectives. Begin with the end in mind.
Assignment
One of the biggest hurdles small business face is developing a brand and, subsequently, a marketing plan. Branding is a personal business – but you have to consider how your vision will present to others. In this module, use the Deluxe Logo Creator (free version) to try out words, images, and designs for a logo/brand. Concentrate on readability and making your logo clean, readable, and vertical (so it will fit social profiles). Don’t be too fancy or it won’t look good when smaller. If you already have a logo/brand, take a critical look at it based on this information and decide if it matches the other messaging you are doing? If not, change it up.
Materials
Day 12: Advertising on the Web
Why Isn’t my Business Showing up in Google Search Results?
A search result is what happens when I type some strategic words into a search bar on the internet (commonly known as “googling” something). Depending on what words or phrases I type into that search bar, google is going to select the results (search results) closest in content to what I typed into my search.
Assignment
Start your ad game with a Facebook/Meta ad. They are simpler to get started and less expensive to keep going. Write your ad content and decide on a graphic image, keywords, audience demographics, location, budget, and calls to action. If you want larger results, repeat the process on google ads. You don’t have to spend thousands to get results. If you are afraid of making a mistake, go ahead and create the ad but just don’t hit Publish!
Materials
Day 13: B2B on LinkedIn
Use LinkedIn Endorsements to Boost Your Credentials
LinkedIn Endorsements come in the form of testimonials from your connections posted on your LinkedIn profile. Endorsements and skill endorsements can serve as references and
Assignment
Log in to your LinkedIn account. How does it look? Up to date, or not so much. To move your B2B. growth along, make at least 2 changes to your profile, then search for and connect with 5 new people who fit your target audience niche. To find them, search by keyword (manager), then People, then Location (if you’re local). Click to connect and include a short message like “Hey Cheri! I see we have some friends in common and I’d like to connect with you to learn more about marketing. – Thanks, Cheri” Then, once the connect, you can begin to correspond with them via email or add them to your email marketing platform if desired. I do this with a second message to new connections like, “Hey, thanks for connecting! We’re getting ready to launch on online newsletter; can I sign you up? I promise you can unsubscribe if you don’t like the content.”
Materials
Coming soon
- B2B Marketing
Day 14: Analytics and Insights
Make Your Marketing Work—Track the Correct Analytics
This session will discuss the most widely used analytics tools and how they can guide businesses and marketers with strategy, implementation and evaluation. You spend
Assignment
For this assignment you will need to open each social profile you have and find “Insights” or “Analytics.” There are analytics on your website too. Open each and look for three things: 1) Reach (this is a vanity metric and I equate it to cars driving by a billboard on the highway); 2) Engagement (this is where the money is and it includes clicks, shares, comments, and likes on a post. Look at your last 5 social posts and write down the name of the one with the most Engagement. Then hop over to your website and determine what website pages are getting the most attention and take a look at those pages for any improvements you can make. Finally, look at your ad results for a low CPC (cost per click) by dividing the amount spent, by the number of clicks. That’s your customer acquisition cost and the lower it is, the better.
Materials
