The biggest challenge most of my clients face, is knowing what to focus on in their marketing. It can be incredibly overwhelming with all the different options and tools out there – social media platforms, advertising platforms (print and digital), search engines, autoresponders, tech tools, productivity tools – the list goes on and on. How do we know what’s right for us, and at the stage we’re currently in?

The big mistake many business owners make is that they focus on lead generation BEFORE getting their conversions right, only to realise that they’re spending way too much money and time on marketing without getting the results they’re after.

I have created a free Marketing Road Map to help you focus on your marketing activities in the right order, so you can maximise results while minimising cost and effort. It’s divided in three pillars.


I call this the ACA framework. It’s the exact framework I use in my 90-Day Marketing Transformation, where I help business owners transform and automate their entire marketing strategy in 90 days. The order in which you focus on your marketing activities is crucial. As you will agree, it doesn’t make sense to launch an ad campaign (amplification pillar) before knowing that you can actually convert these people. It would be like increasing the amount of fuel you pour into a car that only has 2 wheels. More fuel won’t make it go any faster, unless you have a working vehicle.

The Marketing Roadmap – 3 Ways To Grow Your Business in 2019 (FREE Download below)

First things first. Most business owners would like to jump straight in and throw money at ads (either print or online) before having layed a solid marketing foundation. You wouldn’t start building a house before having a solid plan and foundation to built on. In the same way, you need to address your marketing activities in the right order. Here are 3 things you need to focus on BEFORE spending a single cent on advertising or other costly marketing activities.

1. Create a Lead Magnet

A lead magnet is a tool to help you build a list of potential customers. It’s something of value to your target audience that you can send them for free, but in return for their name and email address. This is a crucial part of any marketing strategy and should be the very first thing to decide on, as it gives people a way to connect with your business even before they’re ready to buy. Here are some examples of lead magnets you could use in your business.

  • Free ebook
  • Free video
  • Discount Code or Value Voucher
  • Free Checklist or Time Saver
  • Free Report

2. Email Automation Software

Once you decided on your lead magnet, the second step is to choose an email marketing provider that you will use to build your list. There are loads of options out there, some very basic and some with more advanced marketing automation features that you probably won’t need at the start. The important thing is to just get started.

When starting out, a free service like Mailchimp will suffice (they offer a free plan until you reach 2000 subscribers). Here are two options that I personally recommend for small businesses which I use myself.

3. Map Out Your Customer Journey

Once a potential customer opted in for your free lead magnet, what are the next steps? What information will they be looking for before they are ready to become a customer? It’s important not to treat every person as if they are ready to buy from you right now. Instead, focus on building a relationship with your list first, so that when they are ready to buy your product or service, your business becomes their natural choice. Here’s what that customer journey looks like in one of my other businesses (a yoga studio).

Step 1: FREE Yoga Gift Card –> Step 2: Introductory Offer –> Step 3: 10-Class Pass –> Step 4: Membership –> Step 5: Workshops & Retreats

This is a natural progression that eases people into their journey of becoming a long-term customer, moving them from ‘free’ to higher price points. Make sure that the communication you send people is relevant to the stage they’re currently in. This can be automated using email automation software (see previous point). Focus on educating them more than you focus on selling.

FREE DOWNLOAD: The 1-Page Marketing Road Map to Transforming Your Marketing In 90 Days

Unless you are drowning in new customers, getting your marketing right should always be a priority. As business owners, we face many challenges and have to be able to react and adapt to the constantly changing market, customer behaviour and other aspects of our particular industries.

Certain things, however, remain the same, like the importance of great customer service and building trust with your customers. In fact, they are becoming increasingly important in order to maintain a viable business. What has changed completely, however, is how we deliver customer experiences. Using software it has become easier than ever to design and deploy personalised customer experiences that result in higher trust levels through increased relevancy and consistency. Moreover, it is now possible to automate your entire marketing strategy, from first contact with your brand to after-sale care. Thus, we have now reached a stage where we are able to develop what I call digital marketing ecosystems that perform and deliver results 24/7.

A digital marketing ecosystem can help your business move from a reactive way of marketing (only marketing when business is down) to a proactive, more predictable and fully automated approach that produces a steady stream of qualified leads, builds trust through nurturing these leads, makes the sale and even guides your customers after they have made a purchase. By automating this entire cycle we can move our focus towards delivering amazing customer experiences, identify exactly which strategies work and which don’t, and dedicate more of our time to producing kick-ass products and services.

The result of implementing such strategies is a healthier business, happier customers and more time for business owners to focus on what truly matters to them.

Here are 3 things you can do now to take your marketing strategy into the now.

1. Map out your customer experience
What happens after a customer opts-in for an offer? Design a series of emails that will guide your customer. Communicate the benefits of what you do in a non-salesy way. Try to connect on a deeper level, tell stories your customers relate to and encourage them to join the conversation. E-mail is a two way medium. Recognise the fact that it’s not about your brand or product. It’s about your customers. Consider the emotional journey they go through, from not knowing you to increased brand awareness, over considering to buy to actually making the purchase. Help them with their decisions during each of these stages by delivering relevant content.

2. Automate, automate, automate
Use software, such as Ontraport, Infusionsoft or Mailchimp, to automate the delivery of your content. This set-and-forget approach will save you many hours of manual communication each week while creating consistency in the way you communicate with your customers. This, and the fact that you deliver relevant content at each stage of their emotional journey, results in increased trust levels and sales.

3. Ditch print advertising
The amount of money I see still being invested in print ads that don’t work is staggering. Moving your advertising budget to online ads (if done right) will bring you not only much higher returns but allow you to test and measure results much faster and more efficiently. Launch your ads the day you decide on a campaign and you’ll start seeing results in a matter of hours, not weeks. Print advertising certainly still has it’s place, and might work well for certain industries. Just make sure that everything you spend money on is trackable and brings measurable, quantifiable results.

Need help? Let’s work together!

As a marketing consultant, I help business owners to develop the right strategy for their business and implement an actionable plan with them. In the 90-Day Marketing Transformation, my signature program, we will transform your marketing in a matter of 90 days and automate the process of attracting and winning over new customers, so you can focus on running your business. You can learn more about my program and apply here.