I’m a small business owner. I also happen to be a marketing professional, so I understand how much time goes into marketing, and also how hard it is to carve out enough time to do it right. I have been thinking a lot about marketing techniques to make marketing easier for small business owners, and I believe it comes down to two things: organizing/planning what you need to do, and tracking what works.
Organizing and Planning Content with an Editorial Calendar
I love organization. Whenever I am feeling overwhelmed, I make a list. The simple act of getting everything down in one space makes it easier to get stuff done. In my work with clients, I find that content marketing really works – this is the practice of using a variety of content to reach out to customers and prospects. Yes, actually producing content is time consuming, but one of the surprisingly challenging aspects is keeping track of what you want, when, and on which channel.
That’s why one of the most important marketing techniques you can have is a template where you plan your content. Many people call this an editorial calendar – it’s a framework to plan out your blog posts, events, email newsletters, byline story pitches, case studies, etc. It’s a powerful tool for making marketing easier.
Let’s face it – there is no easy way to organize content now. We use everything from project management systems, paper and pencil, and Excel documents to keep tabs for our clients. But they are not designed for this kind of work, so we’re always pushing the limits.
Tracking What Works
Which blog posts generated the most interest? Which email newsletter stories were clicked? What webinars were the most popular? You need the answers to these questions so that you can figure out where to spend your limited time. You don’t have the resources to chase all marketing techniques – you have to focus on doing what works.
The good news is, there are a ton of analytics available on just about every channel. The bad news is, there is no easy way to gather all of the stats in one place for quick reference. We spend too much time tracking stats for clients, and I just hate it. It is no fun to open every platform, gather numbers, and populate a spreadsheet. There has to be a better way, right?
Editorial Calendar Marketing Techniques
I’m launching PlanItPDQ because I want a tool to help my clients organize their content and track the results. I want to make it easier and let people spend more time on creating content and less time managing and tracking it. I want to help people focus on the marketing activities that get results. I want to make marketing easier for small business professionals.
I hope you want to come along for the ride.