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179: Getting Granular: Building Out Your Next 90-Day Marketing Calendar with Host Kendra Corman · Imperfect Marketing

• 0:28
  Speaker 1: Welcome back to another episode of the Imperfect Marketing Podcast.
• 0:31
  Speaker 1: I'm your host, kendra Corman, and we've been talking a lot lately on the show about crafting 98 business plans or marketing plans to maintain or create momentum.
• 0:42
  Speaker 1: While big picture quarterly goals are crucial and having a strategy to go with them is essential for your business, it's also really important to get granular with your execution calendar.
• 0:55
  Speaker 1: It makes all the difference when it comes to actual impact because you will be less distracted.
• 1:01
  Speaker 1: So today let's go tactical.
• 1:04
  Speaker 1: We're going to be mapping out what a powerfully productive week by week marketing calendar looks like to turn those high level goals into reality over the next 90 days.
• 1:14
  Speaker 1: So let's get granular.
• 1:15
  Speaker 1: So you've set your quarterly objectives.
• 1:19
  Speaker 1: Maybe it's launching a new program or doubling your email list.
• 1:23
  Speaker 1: That's awesome, but I see a lot of people get stuck here.
• 1:28
  Speaker 1: They saw, when it comes to building out the more detailed calendar, taking those goals and breaking them down into weekly game plans.
• 1:37
  Speaker 1: Success is in the specifics.
• 1:39
  Speaker 1: So get out your calendar and let's map this out.
• 1:43
  Speaker 1: Let's look at the next 12 weeks what your goals are and schedule your marketing campaigns, email sequences, events or launches meticulously, week over week.
• 1:53
  Speaker 1: So I want you to plot out where you're going to release fresh content assets.
• 1:59
  Speaker 1: It might be a podcast, it might be a blog, whatever that is.
• 2:04
  Speaker 1: How are you going to be promoting on social media?
• 2:06
  Speaker 1: When are you going to be promoting on social media?
• 2:08
  Speaker 1: Are you going to be sending email newsletters?
• 2:10
  Speaker 1: Are you going to offer irresistible lead magnets?
• 2:13
  Speaker 1: Whatever that is, I want you to hold yourself accountable to daily execution.
• 2:21
  Speaker 1: Okay, so let's talk examples, because I think that examples make this a lot clearer.
• 2:26
  Speaker 1: First, it all goes back to goals.
• 2:29
  Speaker 1: If you want more business from existing clients, do not run advertisements.
• 2:35
  Speaker 1: You want to reach out to those clients, right?
• 2:38
  Speaker 1: Your tactics should support your goals.
• 2:41
  Speaker 1: So think about what those are, get very specific and then build tactics to match those.
• 2:49
  Speaker 1: So let's jump into just a short four week example.
• 2:51
  Speaker 1: Let's say your current or next quarter goals are one, to get 500 email subscribers, or two, or and two, I should say, to generate $5,000 in sales.
• 3:03
  Speaker 1: The week by week activities need to directly map to list growth in sales.
• 3:10
  Speaker 1: So for week one, let's say the big three things you're going to do is you're going to release a new lead magnet, which is going to support your list growth, right, but if you build it, people just aren't showing up, so you have to promote it across all of your social media channels.
• 3:24
  Speaker 1: And again, that's going to those two activities which both need to be done are going to support that list growth, that list growth goal.
• 3:33
  Speaker 1: And then maybe you have a blog and it's going to tease a planning webinar or some sort of webinar right, that's going to support your sales goal.
• 3:43
  Speaker 1: Week two Maybe you're gonna host a webinar on whatever your successful service is and maybe you're gonna promote webinar replay access.
• 3:54
  Speaker 1: That should be a little bit twofold.
• 3:56
  Speaker 1: One it's definitely gonna support your sales initiative, but, depending on how you promote it, it could actually support your list growth also.
• 4:04
  Speaker 1: Week three maybe you're gonna do an email sequence on whatever service it is that you're working on.
• 4:12
  Speaker 1: Maybe you promote a template or checklist giveaway right, there's a lot of different things you can do and these aren't each supporting either list growth or sales directly.
• 4:23
  Speaker 1: Week four maybe you have registration for a new masterclass.
• 4:28
  Speaker 1: Maybe you are offering early bird pricing or limited time booking of certain product at or certain service at a certain price.
• 4:38
  Speaker 1: Not everything has to drive back to discounts by any stretch of the imagination, but again, think about what those things are and how you're gonna do them.
• 4:48
  Speaker 1: If retaining customers is one of your big things, maybe you need to be writing five thank you notes a week for different activities to those clients Handwritten, not email, okay.
• 4:58
  Speaker 1: But keeping those quarterly goals top of mind definitely ensures that your marketing activities, in the details right, are all going to move you forward towards those goals and if they're revenue oriented, they're gonna move that revenue needle or be an investment to help move that later on.
• 5:20
  Speaker 1: Now, equally important to mapping out these individual tactics is going to be mapping out one to two hour creative blocks.
• 5:28
  Speaker 1: This is going to be time for strategic work, weekly planning, ideation among the scheduled promotion.
• 5:36
  Speaker 1: Don't let reactive busy work swallow this time and I will tell you that firsthand because it does it all the time to me where I get distracted with my client work and I end up working in my business not always on it Because if you let this time get swallowed up by this busy work, you're never going to actualize whatever your goals are.
• 5:59
  Speaker 1: Now, if you're working on your plan and you're looking actually at the whole year or the quarter, whatever it happens to be, I don't want you to be afraid of repetition in your marketing plan.
• 6:11
  Speaker 1: Monthly themes are awesome SEO month, maybe for me in April, which I don't think I'm doing that, but I could stagger related messages and offers around keyword research, site audits, content upgrades, backlink building all over platforms at a consistent drip.
• 6:30
  Speaker 1: That saves creative bandwidth.
• 6:31
  Speaker 1: It also reinforces everything that you're talking about to your prospects on a regular basis, establishing yourself stronger and more well known for whatever that category is.
• 6:47
  Speaker 1: Obviously, unanticipated priorities do arise throughout the quarter, requiring pivots or, for those of you who, during COVID, hated the word pivot, maybe twirls, but laying out your ideally, ideally weekly activity up front is going to bring you clarity and focus, and if you reference every Monday what those quarterly goals are and what your weekly plan is, it's going to keep the urgency high because you know what you need to get done Admits those distractions.
• 7:16
  Speaker 1: So let's go ahead and put together those 12 week calendars and see what we can do.
• 7:22
  Speaker 1: Now we just dug into the critical details on mapping your next 90 days for maximum productivity.
• 7:29
  Speaker 1: Don't forget to grab my momentum mapping template or 90 day planning template to get rolling on your planning.
• 7:37
  Speaker 1: Talk soon and have a great rest of your day.