Every entrepreneur needs clients to stay in business – and if you want to grow your business and get more sales, you need to constantly get more clients.
How?
By developing a solid marketing framework.
Think of your marketing framework as the well-coordinated and complementary flow of all of the components of your marketing plan. It can include your business plan, your digital strategy, your website efforts, and everything in between.
At the end of the day, a solid marketing framework will get you more clients. Let’s discover how.
4 Steps for Building a Solid Marketing Framework
- Do a Performance Audit
A performance audit helps you figure out if your current marketing efforts are paying off. This is step one of building a solid framework because you have to know what works and what doesn’t to implement the right changes.
There are numerous key elements you should audit, such as:
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- Your website or blog content
- Your on-page and off-page SEO elements (Search engine optimization)
- Your social media mentions & visibility
- Your overall website’s conversion rate (CRO)
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Don’t know how to perform a site audit? Within Fiverr’s marketplace you can find a large number of audit specialists you can hire for the job.
“Whether you’re a blogger, digital marketer, public speaker or online entrepreneur, knowing who your competitors are and what they are offering will give you a competitive edge” [Neil Patel]
- Define your Key Performance Indicators (KPIs).
In its most straightforward definition, a KPI is a measurable value you use to assess how efficiently your business is meeting key business goals. There are many KPIs you can home in on, so define your most vital ones.
For example, if you’re a business that relies heavily on email marketing, a vital KPI would be the number of opens and click-throughs back to your website or landing page.
Or if you’re a business that uses social media to drive leads to your website, your KPIs are each tweet’s or post’s engagement, plus the amount of traffic sent from social to your website.
Feeling a little overwhelmed? Check out Fiverr’s KPI dashboard freelancers to get the job quickly done
Tip N2: KPIs for your Various Channels
- E-mail marketing: conversion, open, rate, click-through rate, unsubscribe rate..
- Social Media: engagement, reach, leads and conversions
- Content marketing: unique page visits, time on page, shares, comments, backlinks..
- SEM (Search engine marketing): clicks, click-through rate (CTR), cost-per-click (CPC)..
- Brainstorm which Channels are most Efficient for Certain KPIs.
Certain channels are more conducive to conversion success than others.
For instance, if average order value is one of your biggest goals, then – as this Shopify infographic demonstrates– you should definitely be on Instagram.
If your primary goal is driving orders and sales to your website, then, based on the same data, you should focus on establishing a Facebook presence for your brand since most orders coming from social sites are from Facebook.
- Implement & Execute the New Plan.
Now that you’re armed with all this helpful data about which channels work, what your KPIs are, and which KPIs work better on which channels, you can put it to work for you.
You now have a clear direction to improve your marketing success. You understand which channels were underperforming and which were working well and you’ve also determined which KPIs you care about most. So now you can accordingly shift resources to reflect where your brand will have the stronger performance.
Hire a professional to create a new marketing plan from this data, or use something as basic as Google Docs to outline your new strategy.
Conclusion
You can’t run a successful business without a well-defined marketing plan that’s based on real numbers. That’s the beauty of a marketing framework.
It empowers you to identify your most vital KPIs, so you can put together an accurate prescription based on real information. This leads to getting more clients and growth.
Marketing frameworks are also versatile because you can always adapt them to changes in your business or search-engine algorithms. That’s why it’s also important to continually update your frameworks, so you have the most up-to-date information at your disposal.
Have you given some thought to coming up with a marketing framework? Do you already have an established framework in place? Tell us in the comments below!
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