252 | Why you need a 90 day Marketing Roadmap with Lyndsay Clements, Ellen Grace Marketing
Do you ever feel like you’re spinning your wheels when thinking through how to market a product? Maybe you like the planning and implementation but you don’t take the time to do the analysis of looking back at what worked or didn’t work .
Maybe you are trying to do too many things when it comes to e-commerce marketing and you feel like you are not getting any traction with any of it. So many in our creative community feel this way but it doesn’t have to be this way!
In this episode, Lyndsay Clements of Ellen Grace Marketing joins us to share about the importance of a marketing roadmap! Listen in as she highlights why you need a product marketing roadmap, how to utilize the data you have, and what the goals of your 90-day marketing roadmap should be!
If you’re a member of Proof to Product LABS, Lyndsay hosts an exclusive training all on creating your own 90-day marketing roadmap!
Today’s episode is brought to you by LABS, our 12-month group coaching program that was built for product-based business owners who want to streamline their systems and streamline their revenue.
From Corporations to Entrepreneurship
Like most of us, Lyndsay didn’t jump straight into entrepreneurship or small business, she started out working within the merchandising and distribution space in the corporate world for brands like DFS and Sephora.
One day, while chatting with a friend who owned a small business, Lyndsay realized, if she could take the things she’s learned with strategy and data in these big corporate retailers and apply them to smaller businesses, she could help them blossom.
That’s when Lyndsay decided to pursue it. Now, as the owner of Ellen Grace Marketing, Lyndsay is helping small businesses with their marketing efforts.
How to Market a Product with a Marketing Roadmap
One of the biggest takeaways that Lyndsay had from her corporate roles was implementing a marketing roadmap. These roadmaps helped scale and organize her marketing efforts and needs for any business across all platforms and mediums.
By taking the methodology of a corporate marketing roadmap and simplifying it to fit the needs of a small business, you can create a solid marketing plan for your business.
Why Is A Marketing Roadmap Important?
As busy entrepreneurs, it is so easy to forget plans or tasks—having a marketing roadmap will guide you in all that you need to do for your marketing plan. You can map out and document everything from brainstorming to implementation so it doesn’t get lost.
Finding Your Idea Customer & Client Avatar
It’s important that you get to know your customer and hone in on who they are, what their pain points are, and how you can serve them. If you’re still struggling with knowing who your ideal customer or client avatar is, Lyndsay’s team can help guide you on it.
Marketing Struggles Vary in Different Phases of Business
As you build out your marketing roadmap and determine what platforms you need to be on, the consistency, and the frequency, you will find that this will vary based on your company size, your audience, and your own business needs.
Marketing is not a one-size-fits-all formula.
Consider that as you grow, your team may expand and those who are handling inventory aren’t handling social media anymore. Being a solopreneur is vastly different than being a big corporation with more resources, it’s important that you aren’t comparing your marketing efforts to other brands.
At the end of the day, simple is better. Take a look at your revenue streams, your marketing mediums, and your customer data. How can you connect the dots between these to make them work best for your business?
Digging into the Data for Digital Marketing
Something that small businesses have excelled at in comparison to big corporations is that they typically know their customers better. You may still be communicating one on one with your customers, or seeing what orders are coming in, and even knowing the spending habits of top customers.
These data points are so valuable in knowing how to market to your customers.
Additionally, there are so many tools you can utilize to get your content out there from search engine optimization (SEO), social media strategies, and email marketing.
Let’s look at how you can use your data for your business.
What’s One Question That You Want to be Answered?
You have all of this data in your business from your customers, but before you dive into it, ask yourself, “What’s one question that you want to be answered from this data?” Some examples of this are:
where is my traffic coming from?
what are visitors doing when they land on my page?
what SKU is bringing in the most views?
Data can become overwhelming, but if you can look for the answer to one question, consuming the data will have a goal and be easier to dive into.
Build Out Your 90-Day Marketing Roadmap
If you’re a Proof to Product LABS member, make sure you check out our training where Lyndsay helps us build out our 90-day marketing roadmap.
Inside this training, you’ll take a step out of your business, look at your schedule in comparison to last year, and plan your next quarter! Lyndsay will shares examples of roadmaps she’s created in the past for you to build off of for your own business.
If you’re ready to get started building your marketing roadmap, you can grab Lyndsay’s free video training here that comes with a plug & play excel spreadsheet!
In Conclusion,
A robust marketing plan is important for thinking through how to market a product. In your marketing plan you will:
dig into the data for your business to understand what your customers are doing
map out a 90-day plan for what to post, email, and share with your customers
implement the plan you laid out
The great thing about this marketing roadmap is that it can be used for both direct-to-consumer and wholesale customers.
Quick Links:
We dropped lots of helpful links in this post! Here’s a recap of what we shared:
204 | Marketing Data Points We Should Focus On with Maureen Mwangi, Startward Consulting
163 | Coaching with Katie: Which Revenue Stream Should I Focus On?
132 | Creating great photos & social media content with Alisha Cohen, LISH Creative
Get Lyndsay’s free training for building out a marketing roadmap
LABS Members- check out these trainings!
Building Your 90-Day Marketing Roadmap With Lyndsay Clements
Implementing a 90-Day Marketing Roadmap With Shea Bailey-Burkett
Not a LABS member yet but want access these ^^^ great trainings?!?! Join us here!
Today’s episode is brought to you by LABS, our 12-month group coaching program that was built for product-based business owners who want to streamline their systems and streamline their revenue.
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MEET LYNDSAY:
Lyndsay Clements is the owner of Ellen Grace Marketing, a boutique marketing agency in Flagstaff, AZ. She is passionate about helping business owners grow their sales through solid marketing strategies and effective planning. She’s worked with a range of large retailers as well as some of the most innovative small product and service companies around. She’s an expert in online marketing, content marketing, social media strategy & analytics, marketing strategy, and Google Analytics.
CONNECT WITH LYNDSAY
WEBSITE: ellengracemarketing.com | INSTAGRAM: @ellengracemarketing | LINKEDIN: @lyndsayclements
Connect with Katie Hunt
Katie Hunt is a business strategist, podcaster, mentor and mama to four. She helps product based businesses build profitable, sustainable companies through her conferences, courses and coaching programs.
Website: prooftoproduct.com | Instagram: @prooftoproduct
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