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Jan 23, 2018

Seven steps to rock your revenue: Strategic ethical marketing defined.

Don’t plan, just do it.

How NOT to rock your revenue. 

When I was the marketing director in the IT software industry, I wasn’t allowed to use strategic ethical marketing. I’ll also never forget the tight deadlines the programmers had and the expectations placed on me to try to market new products on the fly.

I was ordered to just do it – to just DO marketing. Now, Nike’s slogan, ‘Just do it’ was created to appeal to the masses: From lazy people needing that extra motivation to go to the gym after work to hobby skateboarders to professional athletes.

With this campaign, they’ve been inspiring people to ‘just do it’ since 1988. But when you think about it, for professional athletes or even hobby marathon runners, this mentality fails miserably because they have to train long and hard in order to be successful.

Athletes never ‘just do it’. They prep, plan, build momentum and strength, both physically and mentally. This may look effortless to us because they always know what’s going to happen since they’re already prepared for all situations.

Or do you think my absolute favorite band, RUSH, spit out 2112 in a day, or even a week? No, they wrote this epic album piece by piece while touring and practiced during soundchecks before spending two weeks to record and mix it.

So, if ‘just doing it’ doesn’t work for athletes and musicians who ‘play’ for a living, why should it work for you trying to grow your social enterprise?

Why would you risk ‘just doing it’ when you know that proper preparation and planning will tremendously increase your chance for success?

Geddy Lee and Alex Lifeson at Memorial Hall, Kansas City, Kansas, May 2nd, 1976
Geddy Lee and Alex Lifeson at Memorial Hall, Kansas City, Kansas, May 2nd, 1976

RUSH 2112 Tour:
Memorial Hall, Kansas City. May 2, 1976.
Photos courtesy of Cygnus-X1.Net.
Thanks, you guys rock!

“Marketers with a documented strategy are 538% more likely to report success than those who don’t.”

Coschedule, “State of Marketing Report Bundle”

Invest the time to plan for profit.

That’s a stat you shouldn’t ignore. “538% more likely to report success”. Reporting success means you’ve reached your goals!

Goals such as:

  • Increasing sales by 45% in six months.
  • Converting 56% of social media followers into subscribers.
  • Landing free press coverage from a major media outlet.
  • Hiring a part-time marketer to create engaging campaigns.

As the owner of a social enterprise, you’re in this for the long run because you want to make positive changes in this world.

You have an obligation to conscious consumers who want to support your cause and help you become the industry standard, not remain the green alternative!

Since you have this responsibility and you now know that marketing success only comes to those who invest the time in creating a marketing strategy, you owe it to yourself and your fans to make sure you have a rock-solid strategy.

It’s time to use strategic ethical marketing.

It takes too much time to create a marketing strategy.

Who says that? Well, we created a survey in 2018 and this was the #1 answer why people haven’t created a marketing strategy.

And yet, I bet if we had asked them, most would have said they created a business plan that they hid away in their drawer never to be looked at again.

Question is: How do you know it takes too much time if you’ve never created one before?

The reality is that it takes more time to dabble in marketing because you’ll constantly be trying to figure out what to write/post about when it’s time to publish!

You’ll continue to invest time in new products your customers don’t even want. You’ll waste time attending the wrong live events because you don’t know where your customers are hanging out. Or you’ll spend countless hours posting on social media without getting much engagement let alone paying customers.

If you don’t create a marketing strategy for the long-term, it’s difficult to know what will interest your customers. You won’t know which campaigns will work and which ones won’t. You won’t know much about your customers at all and without this knowledge, it’s hard to report success.

Growing a successful business is worth your time.

Marketing success only comes to those who invest the time in implementing a marketing strategy that rocks.

Why you want to use strategic ethical marketing.

Since you’re a social entrepreneur, you place your values in everything you do.

Even if there’s a lot of manipulation in marketing, you still have to market otherwise you won’t sell anything. But guess what? You don’t have to give in to the sleaze.

In this article, I show you what marketing manipulation is and what to implement in your ethical marketing strategy so that you feel comfortable and still generate the revenue you want.

This is what an strategic ethical marketing can do for you:

 

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Directly speak to your customers.

When you create a marketing strategy, you’ll dig deep into the heart and soul of your customers. You’ll know them so well, you’ll easily be able to speak their language. You’ll also be able to create incredible offers to keep them happy. And answer their questions before they ask.

All this will help turn you into a leader of your industry.

Increase engagement and conversion rates.

With regularly added quality content, Google & co. will take notice by increasing your domain authority and improving your search engine rankings. This will move you higher up on the results page which will help you get more people spending time on your website and social channels.

You’ll also inspire them to read more and click on the ‘Add to Basket’ button.

Improve brand reputation.

Conscious consumers generally have trust issues with harmful industry practices, so if you create content that is transparent, informative and helpful, they will learn to trust you. You’ll become an authority in your field and more easily motivate them to support you.

This will also help you reach the mass market to change the way people shop.

Prove cost effective.

Time is money and marketing takes time. But marketing ethically is money well invested since it offers compounding ROI. You may not see results right away like some of my clients featured below, but you will enjoy a healthy increase over time.

You won’t have to spend a lot of money on advertising either. Instead, you’ll be building up your community organically.

Strengthen internal communication.

There’s nothing more satisfying than going to work every morning and seeing a group of motivated employees working well together and reaching a common goal.

An impactful strategy strengthens this community spirit because it brings clarity to your vision and business’ existence.

Ease your workload.

With an ethical marketing strategy, the guessing game is over! You’ll know what to post, when and where. You’ll know exactly what actions to take. And, you’ll know it’s going to work.

You’ll love the extra time for creativity and inspiration and can concentrate more on the strategic rather than the operative side of your marketing.

Word on the path.

Project Scope: Marketing strategy consultation

For my upcycling, waste-free sustainable fashion brand, Tatty Moo, I really needed help figuring out just who my ideal customer was, and therefore, what my USP was. I've only ever done short free or cheap marketing courses, but to be honest, I was helped a little, but with Ethical Brand Marketing, I had a more tailored approach for my market.

I feel I now have a more defined view of who to market to; and how to showcase my stock better. I really liked the personal one-to-one nature that Jess provided. She's at the forefront of Ethical Marketing, and I really recommend working with her.

Julia Brown

Owner, Tatty Moo

Project Scope: Marketing strategy creation and implementation

I had the distinct pleasure of working with Jessica. Her qualified marketing expertise and strategic thinking skills were very valuable while setting up a new international marketing strategy for our cloud product line. Jessica is a responsible and valued manager and the team simply loved the way she turned ideas into reality.

Ingo Dignas

Managing Partner, protel hotelsoftware GmbH

Project Scope: Marketing strategy consultation

Jessica really gets ethical marketing, she really gets brand, and she really gets strategy. She asks brilliant questions that bring out the thoughts that are difficult to put into words, creating a sound foundation for all customer attraction activities — so you can be sure to get results.

But not only that — Jessica is also a delightful partner to work with. She's warm, takes customer care super seriously and has got a great sense of humour. Besides, talking about music with her is lots of fun! We're also both expats and I enjoy our little chats about our cultural experiences.

Sabine Harnau

Owner, From Scratch Communications

Project Scope: Copywriting, Marketing strategy creation, implementation and review (website relaunch)

Jessica is great to work with. She is one of those rare gems who makes a substantial difference. She communicates well, gets the job done, has good ideas, thinks outside the box. She is an asset to any company or client she works with. We will definitely continue with Jessica in the future.

Results:
Jessica was hired to create and implement a marketing strategy in October 2015.

48% = Increase of direct bookings after only 3 months of implementation.

434% = Increase of direct bookings from 2nd quarter 2015 (3 months before hiring Jessica) to 2nd quarter 2016 (6 months after hiring Jessica).

Andre Retief

Owner, Safari With Us

Project Scope: Marketing strategy consultation and review (website and copywriting)

I started working with Jessica after meeting her in another program. I loved her & her niche around "ethical" marketing because for years I'd struggled with marketing in a way that felt both ethical and authentic. After working with her I was able to greatly simplify the content on my website and in all my marketing materials in a way that more simply & effectively speaks to my ideal client. She was also very knowledgeable and the feedback and guidance she provided have been absolutely invaluable to me feeling more confident in my brand & my marketing! Jessica's focus on marketing ethically is truly unique & something I believe the whole world could benefit from!

Jess Bonasso

Burnout Rescue Coach | Author | Speaker, Radiant Self Care

Transform your marketing:
Implement strategic ethical marketing for sustainable growth.

Download my eBook - Conscious Marketing for Ethical Brands: How to Naturally Turn Customers into Raving Fans

Project Scope: Copywriting, Marketing strategy creation, implementation and review (website relaunch)

Jessica is great to work with. She is one of those rare gems who makes a substantial difference. She communicates well, gets the job done, has good ideas, thinks outside the box. She is an asset to any company or client she works with. We will definitely continue with Jessica in the future.

Results:
Jessica was hired to create and implement a marketing strategy in October 2015.

48% = Increase of direct bookings after only 3 months of implementation.

434% = Increase of direct bookings from 2nd quarter 2015 (3 months before hiring Jessica) to 2nd quarter 2016 (6 months after hiring Jessica).

Andre Retief

Owner, Safari With Us

Project Scope: Marketing strategy consultation

Jessica really gets ethical marketing, she really gets brand, and she really gets strategy. She asks brilliant questions that bring out the thoughts that are difficult to put into words, creating a sound foundation for all customer attraction activities — so you can be sure to get results.

But not only that — Jessica is also a delightful partner to work with. She's warm, takes customer care super seriously and has got a great sense of humour. Besides, talking about music with her is lots of fun! We're also both expats and I enjoy our little chats about our cultural experiences.

Sabine Harnau

Owner, From Scratch Communications

I designed a 7-Step Guide to show you how to use strategic ethical marketing so that you can reach your goals and grow your ethical business sustainably.

This guide is a free thank you gift for subscribing to our updates.

So, stop ‘just doing’ your marketing and start succeeding in your business!

Subscribe now and receive valuable ethical marketing tips, this free guide and much more!

Seven steps to marketing success:

  • Step 1: WHY | Position your brand.
    First, you have to get clear on why you’re in the business you’re in and define your business identity, offerings, goals, objectives, competition, etc. This and step 2 below will set the foundation for your business.
  • Step 2: WHO | Target your market.
    Here, you’ll clearly define who your ideal customer so that you know your audience inside and out.
  • Step 3: WHAT | Master your message.
    This is where it gets excitingly creative! It’s time to define the tone and voice of your brand and learn how to create content that converts to sales.
  • Step 4: HOW | Promote your brand.
    Now, you’ll map out how to present your content  and find out how to grow your eMail list.
  • Step 5: WHERE | Deliver your offer.
    You know what you’re selling, who you’re selling to and how you want to present your offer. In this step, you’ll figure out where to present your offer.
  • Step 6: WHEN | Schedule your content.
    It’s all about the timing! Here, you’ll create your editorial content calendar and schedule when to promote your offer.
  • Step 7: WHAT’S UP | Analyze & optimize.
    Marketing is only effective if you analyze your results and optimize your strategy on a regular basis. You’ll learn how to analyze marketing data to optimize your offer and find out which marketing activity works best.

 

Learn how to create an ethical marketing strategy.

Are you trying to get better results from your marketing efforts? We want to hear from you, so comment below and let’s talk!

Rock On,

Photo credit: Pexels on Pixabay.

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Guide to transform your marketing to make a greater impact.

Strategically and ethically market your social enterprise

 

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