54: Build Your Tiny Marketing Engine with my 1X4 Method

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Hey ya people, it is Sarah Noel Block, the host of Tiny Marketing, and so often I am talking to those B2Bs with zero to two person marketing departments and they do not know how to market when they have next to no resources, they don't really have a team and they don't know how to get in front of their ideal customer and build that no-like trust factor so they can sell to them a lot easier.

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Most of the time I'm having biz dev people and sales people, project managers, coos, ceos, reaching out to me and asking me like, how can I apply your systems to my business so that we can make it work?

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Because we just we don't have the capacity to hire a marketing department.

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So here it is I'm going to teach you my one by four Tiny Marketing system.

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So stay tuned, get excited, get your notes out your phone.

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My favorite place to take notes is in my Apple Notes, so get to it and I'm going to get started in just one moment.

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Okay, so what is the one by four Tiny Marketing system?

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Here it is one one target customer, one channel, one core content and one outreach strategy.

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That is all you need with your Tiny Marketing department to make it all work.

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So I'm going to go through each of these one by four things so we can really break down how this works.

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One target customer first in order to market effectively, you need to have one person in mind.

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Now I've talked before on this show about my strategic story, which starts with your one target customer that you want to clone, and then we build out the messaging strategy, content strategy and marketing strategy around that one customer that we want to clone.

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So what I do is I survey my audience, I interview customers and I take that information that I have learned through those customer interviews and I build a customer avatar based off of my favorite customers that I want to clone and they become my target customer.

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So a lot of times when we think about nicheing, we're thinking, okay, I need to be known in a certain industry, or I'm only going to be speaking to moms 24 to 35 who are homeschooling, things like that.

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But when I talk about one target customer, I am talking to B2Bs, with zero to two person marketing departments.

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So I look at what specific challenges do they have?

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So your target customer does not have to look like everybody else's.

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You don't have to niche into a certain industry.

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You can niche into a challenge that you know how to solve.

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The challenge I know how to solve is how to market when you don't have a ton of resources or a big team.

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So look at that.

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Look at what challenges your ideal customer has that you can solve better than anybody else.

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Look at what triggers your favorite customers to purchase or to start looking for a solution, because those are some great ways that you can trip your ideal customers into wanting to work with you by triggering those triggers.

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So first thing is one target customer.

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Build out that avatar and understand their challenges, their triggers, where they hang out online, what kind of content they prefer, what questions they ask.

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Comb, through your sales calls, I always have my transcripts recorded and I take those transcripts, put them in ChatGBT and ask ChatGBT what are the challenges that this customer talked about?

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What is their goal?

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That information is so helpful for building out your marketing strategy and understanding your ideal customer avatar even better.

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So start there.

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Build out your ideal customer avatar.

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We have one target customer.

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Next up is one channel.

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So when I say one social media channel, you don't have to be everywhere.

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I know Blast.

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For me you don't have to be everywhere.

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Choose one core channel that you're going to commit to and just grow your audience there.

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For me, that's LinkedIn.

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Yeah, if you want to follow me, go to LinkedIn.

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Slash IM, slash there in the wall block.

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So choose one core channel.

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Now I'm going to give you a trick right now.

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In case you have multiple social media accounts but you want to focus on one core channel, this is what you do.

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I say, yay, do that.

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Have your URLs and your handles For each of those social media channels reserved, in case, eventually, you change your offer or your audience and you want that available to you.

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You should.

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It also gives you more real estate in Google, because those handles are all I don't know this is not the right word, but synced, I'll say, in Google they show up when you Google your name or your business.

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So do that, have them available, but make it super clear where you hang out.

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So, in all of your, if LinkedIn, like mine, is your core channel, then on Instagram, for example, in your bio, have the same bio one liner that you have everywhere else.

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But then have a note, like I spend my time on LinkedIn.

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You can, and in your LinkedIn bio, send people over there and then you can pin three posts on Instagram.

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So what I would do there is one introducing who you are.

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Two, introduce a lead magnet that you have.

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And three, introduce your core offer.

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So use those three things as your pinned posts and then just don't have anything else.

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You don't need to feed it.

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You're providing a sales page, essentially on the channels that you aren't using but you want reserved.

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Then feel confident in just hanging out on the one core channel that you want.

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Okay, so we're at three now.

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One is Target Customer, one channel, one core content.

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So your core content is the one thing that you're willing to commit to creating on a consistent basis.

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And yay, you should.

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You should do that.

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Now, when I say a consistent basis, it doesn't need to be weekly, it could be bi-weekly, it could be monthly, it could even be quarterly if it's robust enough.

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But choose one thing, one core content that you're willing to commit to doing on a regular basis that you can get known for.

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I was on a fit call as a podcast guest the other day and they mentioned a beacon.

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They called their core content their beacon, the one place that you can go where you can get all of the information that you need about your expertise.

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So your core content can be your beacon.

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So I'll give you my example.

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My core content is my podcast show.

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I have committed to creating two episodes a month for you all, and that's my core content and then everything else is all about distribution.

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So, yes, I have a LinkedIn newsletter, but I'm distributing my core content.

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I'm distributing my podcast.

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I have a blog, but it's distributing my podcast.

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And yes, I have a YouTube channel, but it's distributing my podcast.

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So, use all of your available resources and you're repurposing just to distribute and repurpose that core content.

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That's all you need to do.

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And then, with that core content, it will feed your nurture sequence.

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So your email marketing platform should be working for you and promote, or use that to promote, your core content, your podcast or whatever it is that you choose to do.

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Even if you're choosing one core content a year, have it big, make it a summit, a virtual summit or a robust report.

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Make it girthy enough that you can take little pieces of it and feed your email marketing.

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I recommend weekly because you want to keep that list warm, because they are important.

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Your email list matters a lot and you wanna keep them warm, engaged and continuously building more trust with you.

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All right, and now we're on four one core outreach strategy and that's it.

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That's all you need.

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Let's get into what a core outreach strategy should be.

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This is your lead magnet or the thing that fills your pipeline continuously.

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It could be cold emails.

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You can learn more about cold email strategy in episode 23, where I interview Laura Lopez.

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She kills it at that.

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I'm also reading a book on cold emails which is really good and that is called Cold Email Manifesto by Alex Berman and Robert Inores.

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Well, it's good and I recommend it.

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Cold email could be your one outreach strategy.

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It could be workshops, could be webinars, it could be LinkedIn, whatever or networking events.

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Choose one outreach strategy that will continuously fill your sales pipeline.

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Oh and well, I have you and I'm talking about that.

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If you need support in creating your virtual events like webinars and virtual workshops, I have a VIP day for that now and you hate doing it.

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I love doing it and I love filling seats.

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So if you're interested in that, I'm going to drop the link for a fit call for that VIP day in this show notes description.

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So that VIP day includes strategizing on the topic.

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It includes a seven-part email sequence that goes before it and after it to get people actually going to the event and then to get people buying after.

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It also has offer strategies.

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What kind of offer you should have at the end of that webinar or workshop creation of your slides, technical setup, your landing page, delivery page, thank you page and community setup so we can actually fill those seats.

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I'm getting an average of 80 people going to my workshops right now and I can help you do the same.

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So, again, book that fit call so we can see if it's a good fit for you.

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If not, yeah, choose one of the other outreach strategies.

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Connect with Laura on cold emails.

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I know she has a new offer to do it for you where she was just teaching you before.

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So that's exciting.

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And that is all.

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That is my one by four tiny marketing system.

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So let's just do a little reiteration of that one by four system One target customer, one channel, one core content and one outreach strategy.

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That is all you need when you have a tiny marketing department and you need to fill that pipeline, get those sales so you could eventually have your own marketing department.

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If you enjoyed this episode, please rate review.

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If you didn't like it, then just turn it off and don't say anything, stay silent.

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And oh, one last thing If you want to watch my lead magnet workshop, that's still available for free as a replay.

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I will probably get it and make it a digital product at one point.

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So grab it while you can for free, and I'll have that in the show notes as well, and I will see you next time or just chat with you or whatever.

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Peace out yo.

54: Build Your Tiny Marketing Engine with my 1X4 Method

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