Her name is Mirakelle (say it real slow) and she is a superhero.
If you’re an entrepreneur, you’ve been looking for her since you began your journey into the bowels of the small business gauntlet. She’s not your typical superhero. She doesn’t have an obvious outfit she wears every day. She’s a hybrid of Jessica Jones, Superwoman, Wonder Woman, Daredevil, and Professor X.
Let’s just call her Kelly for short.
Kelly’s most obvious superpower is being able to perform the work of at least fourteen people in a single day—any day, including Saturdays and Sundays.
At any given moment, she can:
- Develop websites
- Design beautiful graphics
- Create and post impactful social media content
- Lead as the creative director
Or be a:
- Content strategist
- Sales director
- Marketing director
- Event planner
- Trade show coordinator
- Project manager
- Video director
- Mind reader
And she can do all of this while you keep her in the dark.
Wonder Woman has her lasso. Kelly has an invisible loop, and she uses it every single day to keep herself in the loop of what’s going on in your company. She’s the hero that you both want and need. She gets you. She gets what you’re trying to do and she does everything in her power to bring it into reality.
But where the hell do you find your Kelly?
When entrepreneurs go looking for marketing consultants and agencies, they really want Kelly. They want someone they can trust to do everything their business needs and much, much more. But if you’re like most people, you know that finding Kelly can seem impossible.
Why? I’ll give you a hint: Because it is impossible.
We both know that Kelly is an imaginary character.
Nobody can wear all those hats at once, and if they could, they wouldn’t be available on the job market.
Why is that? Is it because your expectations are extremely unreasonable? No, not really. It’s in your nature to figure things out as you go, and you expect those who work with you to approach business challenges in the same way.
You may be looking for too many things at once, which is making your expectations murky, even if you already have a marketing director.
Here’s the good news, though. You don’t need Kelly to grow your business. You don’t even need a marketing director. All you need is someone who can help your team become the Kellys they were born to be.
How To Turn Your Marketing Into A Machine
Let’s start with the fundamentals. Your business has four components necessary to grow quickly:
- Clear messaging
- Marketing automation
- Sales automation
- Strategic campaigns
Everyone on your team will need to help you in at least one of those components, so let’s look at what that entails.
Imagine you already have a marketing director in place. Your first order of business is to make sure they’re aligned with your company’s messaging. Start by having them (and your whole team) read Building a StoryBrand by Don Miller.
It’s a game-changing book that will give you a clear framework to zero in on your company’s messaging.
After reading it, decide how you want to get clear on your company’s message by:
- Attending a StoryBrand workshop
- Hiring a StoryBrand agency
- Reach out to one of the hundreds of StoryBrand-certified guides.
You need to get your messaging clear before anything else, and these excellent resources will get you there.
After that, sign up to take HubSpot’s inbound marketing training. HubSpot has excellent (mostly free online) curriculum. This will help everyone get on the same page conceptually, so you can begin to adopt a common language and vocabulary around your business.
If you don’t have one already, pick a CRM platform to implement right away. Many of the best CRMs, like HubSpot’s, are cheap or free.
As you set up your CRM, keep this in mind: The biggest challenge people run into is a simple lack of strategy and commitment. Some poor intern is told to “Get it all set up,” but it can be quite challenging without a clear plan, support, and dedicated resources. It’s tough to set up marketing and sales automation through a CRM. Give it time.
Once you have the messaging and automation nailed down, you can move into your first strategic campaign. A great strategic campaign starts with a great landing page. Figuring out which offer you should create first and what service or product you want to promote is step one of a great strategic campaign.
After you and your marketing director get that started, figure out the email drip campaign to follow up and encourage new prospects to take a certain action after they sign up for the offer on your landing page. Begin to design and template your sales emails to be ready to automate follow up sales conversations as your leads move closer to becoming a new customer.
Next, to round out the helpful customer experience, create a content plan for your blogs and social media posts to help promote your new landing page. Once these are in place, you can consider whether you want to run social media ads for your landing page to help promote your service or product.
Each step of the way, because you now know how to connect your marketing, web, and content pieces to the larger growth strategy, you are able to help your marketing director be more effective and successful.
No more mind-reading required—you’re now an aligned team and you’re thinking more strategically about your new business growth engine. Not only can you go back to your creative genius, but your marketing director can now focus on their strengths.
Settling into Your Strengths
Let’s say your marketing director is a real keeper and is excellent at creating materials to help support your sales process and sales team. You are now in a position to make better business decisions.
Because instead of asking them to be every superhero in one, you’ve made it clear what you need from them, you set that expectation from the beginning, and you’ve given them the support to make it happen.
All the sudden, because you got clear on the fundamentals of your business, you were able to zero in on what you really needed from your marketing director and go back to what you do best:
Leading your company toward your vivid vision for the future.
The people on your team have talents and strengths just like you, but they also have limitations. Kelly is just a daydream. What you’re building is so much better than a daydream.
If you’d like to learn more about finding good marketing help, check out my new book The Golden Toilet, available now.