This week, Yasmine Robles from Robles Designs joins host Brett Johnson to discuss how small business owners can effectively build and implement their marketing plans for the upcoming year.

Yasmine emphasizes the importance of analyzing previous year's data as the initial step in creating a robust marketing plan. She suggests that understanding past sales trends, evaluating the performance of marketing channels, and collecting customer feedback are critical to identifying what worked and what didn’t.

For those new to business or lacking data, Yasmine recommends researching competitors to gauge effective strategies.

Brett and Yasmine also cover how to set SMART goals—Specific, Measurable, Achievable, Relevant, and Time-bound—to provide clear direction for your marketing efforts. They highlight the importance of refining your target market and adjusting your brand messaging to better align with the needs and language of your ideal customers.

Flexibility in your marketing plan is another vital topic. Yasmine shares tips on conducting quarterly reviews and maintaining a flexible budget to adapt to market changes or unexpected opportunities. She also stresses the importance of effective team communication to ensure everyone is aligned and able to pivot quickly when necessary.

The episode wraps up with practical advice on building customer relationships and exploring new marketing channels. Yasmine encourages small business owners to celebrate their successes, no matter how small, to keep motivation high and foster sustainable growth.

Top Takeaways

Continuous Review of Marketing Plans:

Regularly analyze and adjust your marketing plan, not just annually. Quarterly or even more frequent reviews depending on the intensity of your efforts can help keep you on track.

Leveraging Historical Data:

Use data from the previous year to inform your strategy. If you’re new or lack data, analyze your competitors to identify trends and best practices.

Customer/Listener Feedback:

Collect feedback through surveys, emails, or tools like VideoAsk to understand customer pain points and improve processes. This feedback can also serve as testimonials.

Setting SMART Goals:

Create Specific, Measurable, Achievable, Relevant, and Time-bound (SMART) goals to drive your marketing efforts. This helps in setting clear, realistic benchmarks to track progress.

Refining Target Audience:

Continually assess and refine your understanding of your target audience. Focus on demographics, behaviors, and preferences to tailor your messaging and approach more effectively.

Budgeting for Flexibility and New Opportunities:

Allocate a portion of your budget for unexpected opportunities or challenges. This could include unplanned vendor events or unexpected marketing opportunities.

Adjusting Brand Messaging:

Use customer feedback to adjust your brand messaging. Ensure that your marketing materials speak directly to your target audience’s pain points and language.

Team Involvement and Skills Optimization:

Involve your team in setting and achieving marketing goals. Ensure your team members' skills are optimally used, and consider outsourcing tasks that do not fit their strengths.

Celebrating Successes:

Celebrate small achievements to maintain motivation. Recognizing progress, even if it’s not meeting the initial target, helps maintain morale and momentum.

Adaptability to Market Changes:

Be prepared to pivot quickly in response to market changes, new competitors, or emerging trends. Flexibility in your marketing plan is crucial to respond effectively to new challenges and opportunities.

Key Moments

00:00 Evaluate past performance to optimize future marketing.

04:29 Record Q&A for feedback, testimonials, and insights.

07:21 Optimize post-interview feedback for effective podcasting.

09:39 Define goals, analyze target audience, adjust messaging.

16:08 Assess goal progress, team sentiment, and budget flexibility.

17:36 Align team roles with their strongest skills.

20:43 Be flexible: market saturation or expansion decisions.

23:39 Try TikTok, network, measure, and celebrate successes.

Yasmine works alongside clients to design a website that's driven by strategy, looks amazing, and that you can actually use to grow your podcast, and your business.

Her website.

Her Instagram.

Click here for the checklist!

https://creativecommons.org/licenses/by-nd/4.0/

Each week, one of The Circle of Experts talks about critical aspects of growing your podcast. We focus on marketing, social media, monetization, website design, and implementation of all of these to help you make the best podcast possible.

Have a question or an idea for one of our episodes? Send us an email at podcasts@circle270media.com.

The Circle of Experts are:

Yasmine Robles from Rebel Marketing

Tonnisha English-Amamoo of TJE Communications

Don The Idea Guy

Brett Johnson, My Podcast Guy®, from Circle 270 Media® Podcast Consultants

Building Your Marketing Plan For The New Year