It’s time to attract your ideal clients and convert more in 2025. In this episode, I’m sharing the marketing plan that is going to get you there with more intention and less work. Listen in as I walk you through the three strategies I use to attract and convert paying clients.
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Search for episode 128 of Called to Both on your favorite podcast player!
Your 2025 Marketing Plan for Business
It’s a new year and I’m guessing you have big goals, so let’s get moving on your marketing plan. Let’s walk through a detailed marketing strategy that will show you step by step how to attract and convert more clients.
The best part of this is that it’s really simple and effective marketing for the busy entrepreneur. It’s marketing you can do in part time hours (because I work less than 20 hours per week, and I have 2 kids with one on the way, and I’m homeschooling) so these are things I teach but also things I do in my own coaching business—because I know they work.
You’re also going to hear what NOT to do in your marketing so that you don’t make the marketing mistakes that cost me thousands of dollars and left me feeling burnt out. I personally love when people include what does NOT work for them or ways they’ve wasted money so I’ll be sharing some of mine.
Three Marketing Strategies for Inquiries & Sales
I think a 3-part marketing plan is key: content, visibility, and conversion. Lets walk through each of these and break down exactly what they mean in more detail.
Content Plan
When we talk about content as a marketing plan in business, we’re talking about the hub of your plan. This is the foundation of everything else within your marketing, as it not only attracts your audience, but builds trust.
My ideal content plan consists of one long form foundational piece with short form repurposing. I look at my podcast or my Youtube channel as my long-form content that feeds into my short-form content plan on social media.
There are a number of factors to with your long-form content:
- You can create less content, but make it better and more impactful.
- When you create long form content you have the benefit of leveraging SEO and trust—this happens on a blog ideally. I like to house all of my long-form content throughout my Showit website.
- Your content should be generous and helpful to your audience—not just salesy.
Don’t forget, you can still monetize your content, even if it’s not selling your products or services. One of the most powerful ways that I monetize my content is through affiliate marketing. I try to integrate affiliate links any time I mention tools that are beneficial in my business. Some of the tools I use and mention include Notion, HoneyBook, Flodesk, Showit, Kajabi, and Riverside.
Just make sure that you’re being really intentional in creating generous content that is valuable and educational for your audience, while also offering you the chance to repurpose it into short-form content.
Visibility Plan
The next strategy in your marketing plan should be your visibility plan. Your content is going to get you visible, but we’re not just going to leave it to content alone to get you the reach and views you need. Consider the power of borrowing audiences for increased visibility.
When you get in front of someone else’s audience, you get some transference of trust, and it’s often a faster way of building credibility than if that person found you at random. How can you borrow someone’s audience?
- Pitch yourself to speak on the podcasts that have your ideal audience listening.
- Guest teaching in someone’s mastermind or Facebook group.
- Guest blogging for your referral sources and fellow brands/businesses.
By getting in front of new audiences, you’re increasing your visibility. It’s important to be very intentional in your pitching and strategic about which audiences you’re getting in front of.
Conversion Plan
The last strategy in your marketing plan is around conversion. The purpose of marketing is to spread awareness about your business and ultimately book more clients.
Do you know what your conversion event is? In each and everything that you’re marketing, you need to have a conversion event. This could be getting an email subscriber, having someone fill out your contact form, signing a contract, or purchasing a product.
It’s helpful to identify and know what counts as a conversion for you. There are unlimited things we can be tracking in business, so this helps to keep it focused on what your end goal for your marketing campaign is.
Measuring & Tracking Conversions
I use a CRM called HoneyBook for tracking my leads and conversions, but I also have a spreadsheet on Google Sheets for more detailed metrics because my coach urged me to get more detailed about this. At first I thought this was over the top to track all of these additional details outside of my CRM, but I hired a coach for a reason. I started to track details like:
- How many of these leads got on a call with me
- What price did I pitch them
- How many converted
So now I have way more details other than just where did they find me online that led to my business. This is important because this is a WHOLE aspect of your marketing journey that you can’t ignore. This can help you start to identify where you might have a marketing problem by looking at this:
- If you have the wrong leads, you have a messaging and content problem.
- If you have strong leads, but they ghost, book people for other prices, and just don’t convert, we have a sales and conversion problem.
Marketing Mistakes to Avoid
Now that you’ve assessed your marketing and have an idea of the plan and strategies to follow, let’s talk about what you need to avoid in your marketing this year.
- Don’t try a new marketing strategy every month. Stick to a solid plan so they you’re consistent.
- Don’t try to be omnipresent in our marketing by being on EVERY platform under the sun. It’s hard to track what’s working when you’re doing too many things.
- Don’t ignore the tools and AI at your disposal to make marketing faster and more effective for you. I’m using tools like Riverside, Metricool, Google Search Console, and ChatGPT.
If you’re looking for more hands on and personalized marketing support, that’s exactly what I do in my 1:1 coaching program called Accelerator Coaching: I help ambitious creatives create more revenue and profit, without sacrificing balance and peace to get there.
If you’re enjoying the content we’re creating on the podcast and want to connect with others who are called to both, make sure you come join us in the PhotoBoss Facebook Group!
Find it quickly:
02:37 – The Three-Part Marketing Plan
02:53 – Content Plan: Building a Strong Foundation
08:38 – Visibility Plan: Expanding Your Reach
11:45 – Conversion Plan: Turning Leads into Clients
15:52 – Common Marketing Mistakes to Avoid
18:51 – Leveraging Tools and AI for Efficient Marketing
Mentioned in this Episode:
Episode 21: Get More Visibility On Your Content With This 1 Shift
Episode 75: Affiliate Marketing for Content Creators
Connect with Joy:
Instagram: instagram.com/joyymichelle
Youtube: youtube.com/channel/UC-Ou6jRKxcjMrVMxWxLO_fQ
Facebook: facebook.com/joymichellephotography
Coach with Joy: joymichelle.co/coaching
If you decide to use any of the links above and buy through them, I’ll receive a small commission back. All of those affiliate income commissions really add up over time and help generate revenue to help support this podcast.
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