Marketing Coaching

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I’ve worked with a lot of software and online companies over the past 25 years, from very small to very large and everything in between, mostly helping them with marketing or planning.

Over the years, sometimes I find all it takes is a different perspective or some questions answered to make all the difference in marketing results. That’s true for any company, whether a tech business or not.

If you need a little help with planning or marketing your solo business (software / lifestyle / services / online), but you’re not sure where to start, I make it easy to get started on your journey to more effective marketing and planning. I can help with marketing planning, strategy or project management, or just help give you the nudge you need to easily apply strong marketing principles to your small business.

Here’s a link to my coaching services:

Or feel free to drop me a line on my Contact page if you have a question!

How to Plan Your Inbound Marketing Strategy

With a strong inbound marketing strategy, your content and your website will pull in prospective customers, rather than you having to make cold calls or send mass emails to get buyers (outbound marketing).

Inbound marketing is increasingly important, since it’s more cost-effective and more targeted than traditional outbound techniques.

Traditional outbound marketing is increasingly challenged by higher costs, privacy regulations, ad “blindness” and ad blocking tech, and an inability to target your customer to the degree that buyers expect in today’s market.

On the other hand, inbound marketing allows you to establish more trust with your customers by sharing helpful content “for free”, providing information on their terms (when they are searching for it on Google, rather that interrupting them with a phone call), and an ability to target niche sub-markets with personalized messaging.

Given that, here are some great tips for planning your inbound marketing strategy:

Focus on Inbound Marketing

If you’re trying to get leads for your small business, do you focus on inbound or outbound marketing?

Outbound is traditional marketing: cold calling, sending blanket emails to email lists, direct mail and broad-based advertising like TV or radio.

Inbound marketing is all about finding ways to encourage customers to find you, via links to your website and other content.

As a small business, your focus should be on inbound marketing: it’s cheaper, establishes trust with your prospects, and automatically increases the visibility of your website in the search engines.

Inbound marketing is all about understanding your customer, and delivering them what they’re looking for and what they need (customer-centric). Outbound marketing is all about pushing your product features to get customers to sign up (product-centric).

Don't find customers for your products, find products for your customers. - Seth Godin

Keep reading this article on my Software Marketing Advisor website to learn more about inbound marketing for software companies here:

Plan Your Marketing Funnel

What is a marketing funnel?

Basically, a marketing funnel outlines the process for turning prospects into customers. It lays out the step-by-step workflow or customer journey.

Why should you care? Even if you’re a solopreneur or small business owner, having a marketing funnel will help you prioritize your marketing activities, and measure their effectiveness.

A basic marketing funnel has four stages: Attention, Interest, Desire, Action (AIDA).

  1. ATTENTION – First, you have to get your prospect’s attention.
  2. INTEREST – Second, they show interest in your product by exploring your website, downloading an ebook or signing up for your mailing list.
  3. DESIRE – Third, you’ve established credibility and value of your product, and your prospect desires it.
  4. ACTION – Fourth, they take action and purchase your product, moving from prospect to customer.

If you have a subscription product, or a SaaS (software as a service) solution, then there are two more important stages:

  1. RETENTION – your customer stays subscribed and continues to enjoy your product.
  2. ADVOCACY – your customer loves your product so much that they advocate and send referrals your way.

I just published this article on the SaaS Marketing Funnel on my Software Marketing Advisor website, but this is relevant for any subscription business: