The 55+ demographic is the wealthiest consumer class, holding approximately 73% of U.S. household wealth, roughly $97.3–108 trillion, as of 2023.

This group prioritizes quality of life, seeking wellness products like health supplements, fitness programs, and nutrition-focused solutions. 

And they have significant spending power! According to Martech, “60+ is the fastest-growing and wealthiest consumer class” and “they also hold more than half of America’s wealth.”

Their focus on longevity, independence, and financial security made them perfect customers for businesses offering premium, health-driven experiences.

Tech-Smart Active Agers

Contrary to stereotypes, they are not technophobes; in fact, they are more tech-savvy than commonly believed. 

Forget the “digital divide” myth. As Jeff Weiss, President & CEO of Age of Majority, often notes, the 50+ cohort is far more tech-savvy than stereotypes suggest.

They’re active on social media, shop heavily on Amazon, and adopt smart tech with ease. 

Health and wellness apps, online fitness platforms, and digital cooking resources are top categories for this group, making digital marketing a must for reaching them effectively.

They Want Wellness and Independence 

For the 55+ crowd, wellness is about maintaining independence and vitality. 

So it’s no surprise that they’re drawn to things like fitness, travel, adventure, and even gardening and cooking. 

These categories are all tied to health and well-being. Hello!

They want experiences with lasting value, like yoga classes or nutrition plans that enhance physical and mental health. Businesses that align with these values can build loyal, long-term customers.

The best customers!

Redefining Aging: The 55+ Crowd Stays Active with Purpose

Unlike past generations, people over 55 are staying in the workforce longer, driven by longer, healthier lives, according to Yahoo Finance. 

Work provides purpose, keeps their minds sharp, and boosts well-being by fostering social connections, reducing stress through routine, and promoting a sense of accomplishment. 

This active lifestyle fuels demand for wellness products that support their physical and mental health, from fitness apps to longevity-focused supplements.

Seize the Opportunity: Capture the 55+ Boom: Tap the Wellness Market Now

If you offer health and wellness apps, services, or products, pay close attention!

If you’re in the wellness, fitness, nutrition, or longevity space, the 55+ demographic is your golden opportunity. 

This tech-savvy, wealthy, and health-conscious group is redefining aging with a focus on vitality and independence. 

Are you ready to meet their needs with innovative apps, premium supplements, or engaging fitness experiences? 

Businesses that prioritize this market will tap into a loyal, high-spending audience eager for quality and value. 

Don’t miss out. Start crafting your strategy now.

A version of this post was originally published on ActiveAge Marketing here: https://activeagemarketing.com/55-plus-the-wealthiest-wellness-market

The post The 55+ Powerhouse: Engaging the Wealthiest Wellness Audience appeared first on McBreen Marketing.

Here are some facts from Jeff Weiss, President and CEO of Age of Majority: “The world is getting older and there is no stopping it. There are over 110 million adults aged 55+ in Canada and the US, representing 30% of the population. This figure will grow to 36% by 2050 and a staggering 42% by 2100!”

But standing out as their trusted choice in a crowded wellness industry is tough! 

Generic marketing and lackluster content won’t cut it. To become the go-to brand for 50+ clients, you need a strategy that resonates deeply with their needs, builds trust, and positions you as their only solution.

The Problem: Why Wellness Pros Struggle to Attract 50+ Clients

Many personal trainers and health coaches fail to connect with the 50+ crowd because their branding misses the mark. What do I mean? Well, here are just a few common challenges:

• Low Client Trust: Most people over 50 are skeptical of generic fitness promises that don’t address their unique needs, like joint health or just feeling better.
• Generic Marketing: Stock photos of 20-somethings and one-size-fits-all content alienate 50+ clients who want authenticity. And, in my humble opinion, it makes you look like a lazy marketer!
• Weak Positioning: Without a clear brand strategy, wellness pros and 50+ personal trainers blend into the noise, losing out to competitors.

The result? A flood of weak leads and missed opportunities. But there’s a better way.

The Solution: A 4-Step Plan to Become the 50+ Wellness Brand

To power your content with a brand strategy that captivates active agers, follow this four-step plan, inspired by our 50+ Content Calendar and proven branding principles.

Step 1: Define Your Ideal 50+ Client

You can’t serve active agers without walking a mile in their shoes. Go beyond basic buyer profiles and create your ideal buyer persona. Interview your current 50+ clients.

Personal trainers, yoga instructors, nutritionists, and wellness pros should ask:

• What pains them (e.g., mobility issues, fear of injury)?
• What motivates them (e.g., staying independent, playing with grandkids)?
• Why did they choose you over competitors?
• What can we do better?

For example, a 50+ trainer might learn that their clients value low-impact workouts over high-intensity classes, or want to learn and practice resistance training. 

Use these insights to craft a detailed profile of your ideal client, ensuring every piece of content speaks directly to them.

Step 2: Build Trust with Authentic Content

Active agers crave content that feels real. And they can sniff out posers! 

Ditch stock photos of young models and create visuals featuring 50+ clients in action. Think a health coach leading a chair yoga session or a nutritionist sharing meal prep tips for heart health. Your content should:

• Establish Trust: Share expert advice, like “Top 5 Mobility Exercises for Active Agers,” on your blog or social media.
• Show Transformation: Highlight outcomes, such as “How Jane, 62, regained strength with our 50+ training program.”
• Speak to them: The words you write should be words that engage and serve your ideal customers. And when they read your content, you want them to know you’re the one they will hire. So, write about the things they want and need.

This approach turns your homepage, posts, and emails into trust-building tools that position you as the go-to brand.

Step 3: Create a 50+-Focused Content Calendar

Consistency is key. Develop a content calendar tailored to exactly what your over-50 prospects want, scheduling:

• Blog Posts: Monthly articles like “Why Strength Training Matters After 50” to attract organic traffic.
• Social Media: Weekly social media posts showcasing client wins or quick tips (e.g., “3 Stretches for Joint Health”).
• Emails: Biweekly newsletters with actionable advice, like healthy recipes or mobility workouts.
• Videos: YouTube clips demonstrating exercises, optimized for engagement.

Each piece should reflect your brand’s voice. Meaning it needs to be authentic, helpful, and focused on their wants, needs, and goals. This isn’t about lead-churning sales funnels. It IS about writing content that makes 50+ clients see you as their solution.

Step 4: Position Yourself as the Only Choice

Your brand strategy should scream, “We’re the wellness pros for people over 50.” So, learn to use every touchpoint. Think website copy, PDFs, PPC ads, social media, email, to reinforce this. For example:

• A wellness center’s homepage might say, “Empowering Active Agers with Tailored Fitness and Nutrition.”
• A yoga instructor’s social post could read, “Helping 50+ clients find balance and strength through yoga.”

By aligning content with your ideal client’s journey, you’ll turn casual visitors into loyal clients who choose you over generic competitors.

Take Action Today: Let Us Help Build Your 50+ Brand

Improving your brand is easy with the right strategies and the right partner. We’ll work closely with you to craft a brand that resonates with active agers. 

With over 30 years of branding expertise and insights as a 61-year-old 50+ trainer, I can help you become the go-to choice for 50+ clients and build the brand that active agers trust and choose. Let’s start!

.A version of this post originally appeared on ActiveAge Marketing: How to Become the Go-To Wellness Brand for 50+ Clients.

The post How to Build a Top Wellness Brand for Clients Over 50 appeared first on McBreen Marketing.

We are at the cusp of a fitness revolution and the force moving it is the group of people aged 50 and above – the largest and fastest-growing market globally. 

Their unparalleled spending power will reshape the fitness sector, presenting untapped opportunities.

Will you be there to meet this demand?

Decoding Untapped Potential: A Fresh Perspective

The Ignored Market:

The 50+ market, a reservoir of potential, has been consistently overlooked by marketing efforts that range from ineffective to outright insulting. 

Rooted in misconceptions and ageism, these approaches fail to recognize the diverse and dynamic nature of the 50+ demographic.

According to Jeff Weiss, President and CEO of Age of Majority, “Older adults are often ignored or stereotyped in marketing. In addition, needs change as people get older and few companies are doing a good job at solving for those unmet needs, creating The Aging Gap. Bridging this gap is an opportunity for significant incremental revenue.”

– Source: ageofmajority.com

And, Brian Clark of Longevity Gains states that this “has a lot of causes, from misconceptions about older consumers to good ol’ ageism. And then there’s the foolish idea that everyone over a certain age is just one big bucket of folks to spew poorly-crafted messages and generic caricatures at.”

The consistently overlooked 50+ market unveils an incredible opportunity for you. 

Recognizing the size of this market, its untapped potential, and the frequent dismissal of this group creates a unique opening for those savvy enough to seize it

How to Begin

1. Know Thy Ideal Customer:

A comprehensive understanding of this group is essential for effective engagement. To truly connect with individuals over 50 prioritizing fitness, walk a mile in their shoes, and work to understand their mindset and characteristics. 

Successful engagement hinges on tailoring programs and messages based on a deep understanding of their unique needs.

Engaging the 50+ Demographic:

• The over-50 crowd, a brand-loyal, and financially empowered group, seeks health improvements. “Almost 40% of Active Agers are making resolutions for 2024 with goals around health and wellness (not surprisingly) topping the list.” [LINK] In contrast to Gen Z, this demographic is less likely to switch brands over time.
• According to usnews.com older adults are not only motivated to enhance their health but also possess the time to dedicate to fitness. And their substantial spending power, holding roughly 70% of disposable income [source], surpasses that of their younger counterparts. o
• Contrary to stereotypes, they are not technophobes; in fact, they are more tech-savvy than commonly believed. 

Create your Ideal Buyer Persona.

This is just the tip of the iceberg. The 50+ demographic offers a lucrative and largely untapped market for those who understand its dynamics and cater to its unique needs.

3. Host Informational Events and Utilize Local Partnerships

Organize Seminars and Workshops

People over 50 like to shop around and research before committing to anything so, consider hosting informational workshops specifically for the 50+ group. 

This is a non-intimidating way for potential clients to learn about your program, meet your team, and tour your facilities. 

This approach helps prospective clients feel more comfortable and informed before committing to a class. Plus ongoing workshops are a great way to consistently promote your gym and get people into your facility.

Partner with Local Businesses and Organizations

Form partnerships with local organizations that serve the 50+ community, such as retirement communities, senior centers, and health clinics. 

Also partner with other businesses that have the same client base: Pickleball coaches, yoga instructors, chiropractors, etc. 

These partnerships can help expand your program’s visibility and reach potential clients through trusted networks.

And, based on experience, local networking is one of the best ways to promote your business.

4. Consider Premium Small Group Training

Another effective strategy is to offer small group training sessions with just three to four participants. This can appeal to the 50+ demographic, who may be willing to invest more for a personalized and intimate training experience.

Small groups foster a sense of community and support, which is particularly appealing to older adults seeking both social interaction and tailored fitness solutions.

This age group might prefer small group settings over larger, impersonal groups. However, be careful not to label it in a way that makes them think it’s a class for “grannies” or “geezers.” 

While larger groups are fine, smaller groups might be better suited for them, and they have the time and money to invest in it.

5. Optimize Your Website for Engagement with People over 50

Your website should serve as the central hub of your marketing efforts. Your website is an amazing sales tool, so ensure it is welcoming and tailored to the 50+ crowd by featuring testimonials and images of older adults actively participating in your fitness programs. 

This way potential clients see themselves at your gym and they feel better knowing that your program is designed with their needs in mind.

According to some studies, website visitors need half a second to form an opinion of your website. So, you have a few precious seconds to capture their attention and keep them engaged. 

If someone finds your site, they need to know, immediately, how you’ll help, why they should hire you, and what they need to do next to make that happen. If you don’t create a clear message, you’ll lose out.

Active Agers visit your website because they want to get fit, feel better, and find someone who’ll help. Until your messaging promises to do so in a convincing way, you’ll get lost in the noise.

6. Create Engaging and Relevant Content

Develop content that resonates with the 50+ audience, including blog posts, videos, and guides focused on fitness tips, success stories, and health benefits. 

Offer practical advice and tips to establish yourself as a trusted resource and build credibility with your audience.

Your words should engage them so that when they read your content, they know your gym is the perfect place for them.

Establish trust, provide expert advice, reassure them, and provide the information they want and need.

People over 50 usually aren’t focused on muscle gains, getting a six-pack, or prepping for a triathlon. They aim to maintain independence, enhance their quality of life, and enjoy activities they love. 

Share practical tips and solutions, such as losing weight, improving balance and mobility, and enhancing heart health. 

Address their problems and show how you can solve them, building trust and rapport. 

Avoid promotional jargon and don’t be salesy. This group values solutions over discounts and flashy words; they have the money and time to invest. Demonstrate your commitment to their well-being and focus on building trust.

Unlock the Potential of the 50+ Market to Grow Your Business

Creating a fitness program for the 50+ age group can be a game-changer for your gym. 

This demographic craves premium fitness services and has the time and money to invest in their health. Yet, they’re often overlooked, making this an untapped goldmine for your business.

Design a program with a well-crafted marketing strategy focused on real health solutions and the right channels. Address their specific needs, choose effective marketing platforms, and emphasize the value of your services over discounts.

Whether you opt for specialized classes or small group training, tailoring your approach to this audience can lead to long-term success and increased client loyalty.

Stay on Message

Keep reminding them that your gym is the place to be. They’ve got the money and more free time than any other age group. 

Just let them know you want them there and deliver a great service designed for them. 

They’ll become your best clients and will keep coming back.

A version of this post originally appeared on ActiveAge Marketing: The 50+ fitness market is largely ignored: Do so at your own peril.

The post The Overlooked Opportunity: Engaging the 50+ Fitness Market appeared first on McBreen Marketing.

Unfortunately, so many small business owners don’t know when to hire an internal marketing employee or if they even should. 

Where do you start? At what point do you take on the risk of investing in a full-time hire for marketing? 

What are the pros and cons of either keeping your marketing in the hands of an outside consultant or using a daily employee to manage your marketing needs? 

Here’s some help in answering all of these questions.

The importance of owning marketing as an asset

It’s common to delegate what you can as a small business owner, and marketing often gets delegated. But when delegation becomes abdication and you lose control, this is when you have a major issue. 

Businesses often have an outside person “look after their marketing.” But way too often, the reasoning behind this is less about having someone execute a marketing plan and more about having a convenient check box to mark off a weighty undertaking — giving the business owner a sense of relief so they can move on to something else.

When you’ve “surrendered” the management of your business’ marketing to someone else, it shows. And your business isn’t developing a long-term internal asset that can continue to bring returns for years to come, an asset that can continue to evolve as the business grows.

New and evolving digital channels add complexity to small business marketing

With so many digital channels available today, managing them all is incredibly difficult. It’s nearly impossible for a business owner to do it all solo.

Any marketing strategy is going to include the channels best suited to your industry, and someone will need to create continual strategies around each.

Many times, these different web-based channels require feedback in real time and need daily supervision. They take their fair share of regular attention and time to be executed proficiently and meaningfully.

Most small business owners need help with marketing, but often, they don’t see the benefit of hiring an internal marketing professional to help them do the job.

Why do many small business owners shy away from hiring someone for marketing?

Business owners are often skeptical about someone coming in to manage their marketing — whether it’s an outside consultant or someone in-house. 

They don’t hire marketing people for some of these reasons…

1. They don’t prioritize marketing as a foundational component to growth. Marketing needs to be a priority because effective marketing creates business growth. While great marketing can deliver serious benefits, many new business owners don’t want to spend their time (or money) on it because they haven’t seen the financial returns from investing in a marketing strategy.
2. They can’t justify the expense. Hiring someone is a commitment with an upfront cost, the ROI isn’t instantaneous, and many business owners have limited resources. But your investment should pay for itself quickly if you hire the right person.
3. They’ve been taken advantage of. Many times, small businesses have had a bad experience with a marketing agency or consultant. They may have hired someone who sold them on one specific area of marketing. Maybe they mastered social media, but what the business needed was a broader marketing strategy and they didn’t get it.
4. They don’t know how to hire, let alone train, the right person. Most business owners are not marketers. They often don’t know what marketing strategies their business needs or where to find quality people. It can feel overwhelming and time-consuming to get someone up to speed successfully.

But, with marketing, a small business owner can only do so much on their own or even through contract work. There comes a point when even the doubters need to reexamine their priorities and consider hiring someone if they want to continue to see growth. 

You need to stop “renting” marketing and own it internally.

What’s the difference between renting and owning marketing? 

When you RENT your marketing you’re looking for help from a consultant or an agency to market your business.

Marketing consultants should operate as strategic partners. They can help you develop a high-level strategy — things like defining your ideal customer, optimizing your website, writing unique copy to help you stand out, improving your business identity, or overseeing your content marketing.

If you OWN your marketing you hire an internal marketing coordinator to handle routine things like managing social media marketing, writing blog posts, getting online reviews for your business, working on referral programs, PR, and more.

There’s a time and place for both. And there’s a sweet spot right in the middle where “owning” and “renting” will work together. 

But here’s the thing — A marketing consultant can’t be your entire marketing department. They can only do so much, and they won’t understand the nuts and bolts of your business quite as an internal marketing person would. This is why building an internal team is essential to move the need in your business.

How hiring an internal marketing person (or team) produces business growth

When a business matures, growth can stall, and sales may slow down.

This is when your business needs to explore a new perspective on growth. There is a certain point where you can only grow so much. You can’t do it all and you are probably overextending yourself daily. 

This is why, if you want to ratchet up growth, having an internal marketing team is essential.

If your growth has stalled, improving your marketing game is step #1. Whether it’s trying to improve your search engine rankings, looking to reach new audiences, or building a referral network, your business needs fresh growth in the marketplace. Focused marketing with an internal person to guide the ship can get you there.

Get help but plan to make marketing an asset

With a consultant as your entire outsourced marketing department, your business will only reach a certain level of growth. 

Earlier I mentioned that there’s a sweet spot right in the middle where “owning” and “renting” marketing work amazingly well together. 

You can really find meaningful growth when you connect an internal marketing hire with your strategic partner (your outside consultant)!

A marketing consultant will help you with the strategic components of a marketing strategy…

• A marketing plan
• The operations and components of your plan
• Data analysis and retooling to get results
• And more 

Overall, a consultant is there to ensure the business marketing strategy remains on track and working towards your larger goals.

Your internal marketing hire quickly learns the nitty-gritty details of your business. And they can be directed by your outside marketing strategist. Your employee is responsible for executing the marketing plan and crafting content that aligns with your plan. 

This is how you get the best of both worlds.

When you bring in an internal marketing person, you’re building an asset for your business. You invest in a professional who will eventually have expertise in your business as well as expertise in marketing, and they will seamlessly blend the two to do the work that will provide extended, long-term growth. 

Ready to Grow Your Business with the Right Marketing Hire?

Hiring an internal marketing manager is a game-changer for small businesses. Not only does your new hire quickly learn the ins and outs of your business, but they also work closely with an outside marketing strategist to execute a targeted, results-driven marketing plan.

This partnership ensures your marketing is aligned with your vision and fully optimized for long-term growth.

Our Solution:

We can help you find, hire, and train the right internal marketing manager.

• We’ll guide your team in building and running a custom marketing system that evolves as your business grows.
• We can also manage the entire hiring process to ensure you bring on a marketing manager or coordinator who fits your specific needs.

Need help coordinating between your new marketing hire and an external consultant? We’ve got you covered.

Let’s Get Started!

Whether you need expert marketing consulting or help hiring and training your internal marketing manager, we’re here to assist. Reach out to learn more and take your marketing to the next level!

The post Why Should I Hire a Marketing Manager for My Small Business? appeared first on McBreen Marketing.

• People over 50 years old control more than 50% of all the wealth in the United States, with a total net worth near $70 trillion. 
• They are responsible for 51% of all consumer spending.
• And around a third of the U.S. population is over 50 (118 million people and growing).

In short, this demographic holds tremendous potential for increasing your revenue. 

Not to mention the over-50 crowd (Active Agers) might just be your ideal client. Let’s look at the facts:

• Active Agers have the time, money, and motivation to invest in their health and wellness.
• This group is largely ignored by marketers but is eager for attention and premium coaching services.
• They are available during mid-day hours, making them ideal clients to fill your gym during off-peak times.

By creating fitness programs for slightly older folks who want to get fit, your gym can tap into a massive and growing market. 

People over fifty are committed to getting fit and feeling better but often feel overlooked in fitness marketing, despite their willingness to invest in their health.

Okay, you’re sold. So where do you start?…

Capturing the 50+ Fitness Audience: How to Launch Your Active Ager Program

1. Craft Marketing That Captivates and Engages the 50+ Audience

Focus on your main message: Create a brand that attracts people over 50. clearly communicate that you offer fitness programs specifically for active agers and genuinely want them to join.
People in this group often visualize a gym filled with loud music, indifferent staff, young people videoing themselves, and young gym bros banging out sets.

People over 50 often feel uncomfortable in typical gym environments. I know this because I’ve experienced it myself.

So, your marketing message must clearly state that your facility is dedicated to serving the 50+ community. Make it 100% clear that your gym is a place where they will feel comfortable and supported.

When marketing your fitness program for active agers, consider these key strategies:

Don’t treat them like old people. Most of these people don’t feel old and don’t want to be treated like some frail, ancient being who’s incapable of putting in the work and getting fit. 

Emphasize that being fit past midlife is something that you believe in and know that they have the potential for vitality and strength.

Offer flexible, personalized programs. Communicate that your fitness programs are tailored to individual needs and fitness levels. 

Emphasize that you understand and accommodate varying physical capabilities, which is crucial for people over 50 who want to get fit but might be intimidated by standard, one-size-fits-all programs.

Highlight what they are looking for. Focus on the health benefits that resonate with the 50+ crowd, such as improved mobility, better heart health, and enhanced mental well-being. 

Communicate how your program can help them live a more active and fulfilling life.

Clarify it’s never too late to get fit. Many people over 50 believe it’s too late to start exercising or begin anew. Counter this by emphasizing that it’s never too late to get fit. 

Highlight the longevity benefits of exercise and reassure them that now is the perfect time to start.

Highlight client success and real-life testimonials. Success stories and client testimonials are powerful motivators and offer social proof, so use them! Show how your gym has helped people over 50 achieve their fitness goals. 

This makes your program relatable and inspires potential clients to take action (by contacting you).

Open a Google Business Profile and make it a goal to drive as many reviews to that channel as possible. Show pictures of your clients and their transformations.

2. Pick the Best Outreach Platforms

Leverage Social Media Platforms

We all know the platforms teenagers and Gen Zers are using, but what about people over 50? Facebook and YouTube are the top dogs here. About 71% of people aged 50 and older use Facebook, making it the most popular. YouTube comes in second, followed by Instagram, LinkedIn, and X/Twitter.

The user base of Facebook and YouTube remains the most relevant for this audience. Consider one or both to create engaging content about your active ager fitness program, and explore other channels:

Consider LinkedIn to target professionals in the 50+ age range but make content fun and relatable; they’re looking for inspiration, not a corporate pitch.

Nextdoor is a great way to connect with the 50+ crowd in your neighborhood, build local awareness, and get folks talking about your gym.

But please, don’t spread yourself too thin! Focus on just one or two channels at first. Trying to juggle too many can get overwhelming and counterproductive. 

Keep it simple and effective.

Maximize Email Marketing

Send regular newsletters highlighting your fitness programs, success stories, and special offers. Write engaging emails that emphasize the benefits of your program and feature testimonials from clients.

Run Targeted Ads

Think about paid advertising on platforms like Facebook and Google Ads to precisely target the 50+ fitness demographic. Design ads that emphasize the unique benefits of your fitness program for active agers and include strong calls to action.

Claim and Optimize Your Google Business Profile

Google Business Profile (GBP) is a free tool that’s built to help you manage your online presence. It’s easy to use and is step one to improving your appearance in local searches. If someone searches for your business online, your Google Business Profile listing is what they’ll see first. It’s also the best place to highlight your client testimonials!

3. Host Events and Utilize Local Partnerships

Organize Seminars and Workshops

People over 50 like to shop around and research before committing to anything so, consider hosting informational workshops specifically for the 50+ group. 

This is a non-intimidating way for potential clients to learn about your program, meet your team, and tour your facilities. 

This approach helps prospective clients feel more comfortable and informed before committing to a class. Plus ongoing workshops are a great way to consistently promote your gym and get people into your facility.

Partner with Local Businesses and Organizations

Form partnerships with local organizations that serve the 50+ community, such as retirement communities, senior centers, and health clinics. 

Also partner with other businesses that have the same client base: Pickleball coaches, yoga instructors, chiropractors, etc. 

These partnerships can help expand your program’s visibility and reach potential clients through trusted networks.

And, based on experience, local networking is one of the best ways to promote your business.

4. Look into Premium Small Group Training

Another effective strategy is to offer small group training sessions with just three to four participants. This can appeal to the 50+ demographic, who may be willing to invest more for a personalized and intimate training experience.

Small groups foster a sense of community and support, which is particularly appealing to older adults seeking both social interaction and tailored fitness solutions.

This age group might prefer small group settings over larger, impersonal groups. However, be careful not to label it in a way that makes them think it’s a class for “grannies” or “geezers.” 

While larger groups are fine, smaller groups might be better suited for them, and they have the time and money to invest in it.

5. Optimize Your Website for Engagement with People over 50

Your website should serve as the central hub of your marketing efforts. Your website is an amazing sales tool, so ensure it is welcoming and tailored to the 50+ crowd by featuring testimonials and images of older adults actively participating in your fitness programs. 

This way potential clients see themselves at your gym and they feel better knowing that your program is designed with their needs in mind.

According to some studies, website visitors need half a second to form an opinion of your website. So, you have a few precious seconds to capture their attention and keep them engaged. 

If someone finds your site, they need to know, immediately, how you’ll help, why they should hire you, and what they need to do next to make that happen. If you don’t create a clear message, you’ll lose out.

Active Agers visit your website because they want to get fit, feel better, and find someone who’ll help. Until your messaging promises to do so in a convincing way, you’ll get lost in the noise.

6. Create Engaging and Relevant Content

Develop content that resonates with a 50+ audience looking for fitness advice, including blog posts, videos, and guides focused on fitness tips, success stories, and health benefits. 

Offer practical advice and tips to establish yourself as a trusted resource and build credibility with your audience.

Your words should engage them so that when they read your content, they know your gym is the perfect place for them.

Establish trust, provide expert advice, reassure them, and provide the information they want and need.

People over 50 usually aren’t focused on muscle gains, getting a six-pack, or prepping for a triathlon. They want to age stronger but primarily aim to maintain independence, enhance their quality of life, and enjoy activities they love. 

Share practical tips and solutions, such as losing weight, improving balance and mobility, and enhancing heart health. 

Address their problems and show how you can solve them, building trust and rapport. 

Avoid promotional jargon and don’t be salesy. This group values solutions over discounts and flashy words; they have the money and time to invest. Demonstrate your commitment to their well-being and focus on building trust.

Unlock the Potential of the 50+ Market to Grow Your Business

Creating a fitness program for the 50+ age group can be a game-changer for your gym. 

This demographic craves premium fitness services and has the time and money to invest in their health. Yet, they’re often overlooked, making this an untapped goldmine for your business.

Design a program with a well-crafted marketing strategy focused on real health solutions and the right channels. Address their specific needs, choose effective marketing platforms, and emphasize the value of your services over discounts.

Whether you opt for specialized classes or small group training, tailoring your approach to this audience can lead to long-term success and increased client loyalty.

Stay on Message

Keep reminding them that your gym is the place to be. They’ve got the money and more free time than any other age group. 

Just let them know you want them there and deliver a great service designed for them. 

They’ll become your best clients and will keep coming back.

A version of this post originally appeared on ActiveAge Marketing: Boost Your Gym Revenue: How to Launch an Active Ager Fitness Program.

The post Increase Your Gym’s Profit: Market to the Booming Cohort of People Over 50 Years Old appeared first on McBreen Marketing.

You must first earn their trust.

And before they can truly trust you, they must first know and like you.

You’ve heard this before, but are you doing it?

If not, here’s how to get started…

Start with story. This is how you get potential customers to understand you, like you, and maybe even buy from you.

You do this by focusing on telling a story that speaks directly to them, providing a constant flow of valuable content written to help them.

This story framework is a great way to help curious prospects like, know, and trust you, and become happy customers.

To do it right you must follow three rules.

Simple storytelling rules that will make it easier for people to discover you, start to like—maybe love you, have faith in you, and then decide you might be the person they hire or purchase a product from.

You might be saying, Craig, this is all great, but I’m no Hemingway and have zero idea on how to get started.

Well, that is why you’re reading this little post, right? Do you want to learn how to write an ongoing narrative designed to help your ideal customer?

Good thing, because this narrative is how you get them to like, know, and trust you.

To get started, you must clearly understand three rules…

The following three rules will help  you tell your story and bring in customers

1. Rule numero uno–Laser in on your ideal buyer’s problems and write about them.

Easy peasy, eh? Indeed, but here’s the thing–most business owners do not focus on this particular type of writing. They would rather write about their expertise, history, awards, etc., which is NOT the way to tell a marketing story that gets results.

NOTE: You’ve read about this story thing and it probably makes you think about cable TV shows, books, and big-time movies. But the thing is your brand story is nothing like a novel. You simply need to EDUCATE!

1. First, brainstorm and focus on your ideal customer’s biggest issues. What is their pain? What problems do they face? And what, exactly, do they need from you?
2. Now think about the top questions they would type into Google. What are those questions?
3. Next, start writing out answers to the top questions.

A Pulitzer Prize is probably not in your future. But who cares? You don’t have to be a great writer.

All you have to do is write informative, engaging content that helps, and continue to do so consistently.

It helps if you visualize one ideal customer who needs your help. This person is on a journey to get helpful information. You’re the guide.

So, write as a guide and see what happens.

Here are a few examples…

Say you’re a financial advisor. Then write about the following…

• What Are the 10 Rules of Focused Investing?
• Want to Invest? Know How Much Volatility Can You Tolerate?
• What Is the Best Way to Minimize Taxes with Asset Location?
• How to Build a Diversified Portfolio – Never Put All of Your Eggs in One Basket

Or, maybe you’re a life coach…

• 10 Reasons Why You Need a Daily Gratitude Journal
• How Do You Turn Your Purpose into Action? (Follow These 5 Steps)
• How to Embrace Fear and Make Change Your Friend
• What Is a Life Coach, and How Can They Help?

Etc. I think you get the picture.

Effectively writing content to help people fix stuff will help you create a bond with them.

This bond means you’re top of mind.

It means they will like you.

And it earns you the right to sell.

2. Rule two-Tell this story in a consistent fashion. This means write about your customer’s pain and don’t stop :)

Remember, their problems become the bedrock of your ongoing narrative.

Your ongoing narrative can take the form of videos, blog posts, eBooks or all of the above.

Just remember to teach, encourage, and support.

You’re an instructor extraordinaire showing them the way.

If blogging is your thing, make writing a daily habit and create a blogging calendar. Pick one thing to focus on each month and come up with 12 themes…

Focus on the questions your customers always ask.

Develop keyword titles focused on these questions and your answers.

The titles you come up with are your posts. After that, start writing out a theme for each month, then pick the best titles to fill each month.

Here’s an example of what I’ve done in the past…

• Month 1: How to find your ideal customer
• Month 2: Brand development and strategy
• Month 3: Marketing strategy
• Month 4: Story and content creation
• Month 5: Implementation – building an online platform
• Month 6: Engagement – social media marketing and other online assets
• Month 7: Generating leads
• Month 8: Converting leads
• Month 9: Getting yourself out there (promotion)
• Month 10: Setting goals and tracking your progress
• Month 11: Problems that arise and how to squash them.
• Month 12: Focusing on the big picture (planning for the years ahead).

Get busy with that calendar!

3. Rule #3. Treat your ideal customer as the person in the lead role. The hero of their own movie.

Remember. Each reader is on a journey. You’re here to guide them by crafting content designed to help them complete their journey.

If you want them to like you, trust you, and tell others how great you are, start treating these people like the heroes they are. Practice a servant mentality and see where it gets you.

Okay, class, it’s time for a review…

Story Rule number 1.

Laser in on your reader’s problems and write about them, NOT your business. Don’t be a marketer. Be a teacher.

Story Rule number 2.

Continually write content focused on their pain.

Be the customer and walk a mile in their shoes. Crank out content to guide them. Remember, you’re the expert. Proudly show your knowledge in the form of helpful content.

Story rule number 3.

Treat your readers like heroes.

You might remember the movie “The Karate Kid”. It’s a fairly modern version of the “Hero’s Journey.”

A familiar story framework you’re very familiar with. In the case of “The Karate Kid,” it’s about our protagonist Daniel-san and his journey from zero to hero.

Think about each potential customer as a young Daniel-san on a journey.

You’re not the protagonist. You are the teacher. The teacher in The Karate Kid was Mr Miyagi of course. Do you remember that guy ;)

Just remember that storytelling is not about you and your business.

You’re simply the pro who shows them the way.

Now get busy being their branding and marketing guide.

The post Want to Tell Your Story and Bring in Customers? (Follow These 3 Rules) appeared first on McBreen Marketing.

Before you answer, know this: A robust brand foundation is needed for marketing to work.

Strategically build your unmistakable brand to stand out, attract ideal customers, power a successful marketing strategy, and boom, your business thrives.

But where do you start? What is step numero uno to push your business in the right direction?

You’ve probably heard about the importance of creating mission, vision, and value statements. 

But topics like mission, brand purpose, strategic vision, and the ever-present “Start with Why” get lumped together which leads to head-scratching and stagnation.

So let’s work to eliminate confusion, K?

My two cents:

1. To lead your team and your customers, and grow your business, you need words of power to guide you: 

• A clear mission
• A vision to get there
• And values to maintain a committed pace 

2. Clarifying this fancy stuff is something I frame as a leadership exercise. 

What is your mission and vision to lead yourself, your team, and your customers to success? 

What are the values you’ll stick with to get there?

Think about it this way: You align values with personalities and create a brand that ideal customers (and ideal employees) want to join. 

Why?

Customers (and employees) want to be a part of a mission. They care about your story when it jibes with their beliefs.

Oh, and guess what? This nifty exercise helps you clarify where you want to go, and as a result, attract others who want to join in. 

All good, right? Cool, Let’s get started.

Crafting a Vision for Success: Your Step-by-Step Guide to Outlining and Achieving Your Business Aspirations

1. Brand Mission

What is a Mission Statement, really? It’s a short, but impactful description of your business. Your mission voices Why you do what you do, the Ideal Customers you do it for, and How you’re going to do it. 

It’s a short statement packed with enough detail to show what your business does on a daily basis. A sentence or short paragraph describing that beautiful thing you do. 

• Your business’s job 
• Its vocation 
• Its mission

Why are you in business? 

Who do you want to help? 

And How will you help them? 

Use the following three steps to create a potent mission statement that gets the wheels turning.

a. Define your Purpose: WHY does your business exist?

Should I do what Simon says and Start with Why? 

In his book, Start with Why, Simon Sinek expresses that most of us live our lives by accident. We live as it happens. The cure and what leads to fulfillment is to live life with purpose, on purpose. Discover your Why—the thing that drives you—bring it to life, and use it as a filter to choose a direction that leads to fulfillment. 

Here’s the most common quote from the book:

“People don’t buy what you do; they buy why you do it.”

The claim is that emotion tops reason and we buy based on a sense of belonging. It’s a potent way to get someone to purchase a product because we are sold on the cause of an idea. 

Look at big brands like Apple, Patagonia, and Chick-fil-A. People are sold on their ideals and will gladly support each brand because they believe in the business and its Why. 

If you’re marketing a product to the masses, you’ll establish a powerful emotional connection with certain people who are wholly in tune with your Why.

If you’re looking for perfect-fit people for your business, your Why molds skillful, enthusiastic employees. They want to participate, become brand advocates, and spread the word.

How does this Why thing apply to your business attracting customers and growing?

I mentioned some big companies, but I think a Why will ignite any small or medium-sized business’s brand. 

Your Why is Your Purpose.

• Why you started your business
• The reason it exists
• Your intent 

According to Harvard professor Gerald Zaltman, the decision to buy is made subconsciously.

• People are driven by unconscious urges, the biggest of which is emotion.
• Feelings initiate action, so you must generate emotion.
• Emotion is what drives their decision to buy.

As the author of the book, Unconscious Branding, Douglas Van Praet puts it, “We don’t even think our way to logical solutions. We feel our way to reason.”

So as a business owner, seek to excite your ideal customer’s heart and soul and connect with them emotionally. That’s your sizzle!

This is exactly why your Why (your Purpose) is so important and should be your foundation for a mission built to lead.

IKEA’s mission statement reads:

“Offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.”

IKEA offers well-designed, durable, affordable furniture to hundreds of millions of people. Their Why is all about making furniture as affordable as possible for as many people as possible. 

A personal trainer might create a mission statement like this:

Helping over-50 men burn fat, gain muscle, and move better so they have more energy, keep weight off, and live optimally, without diet and exercise controlling their lifestyle. I’ll do so via instruction, online content, and expert interviews, to help them make long-term changes that stick.

His Why is about helping over-50 men burn fat, gain muscle, and move better so they have more energy and keep weight off without diet and exercise controlling their lifestyle.

Helping over-50 men live optimally is why he’s in the personal training business!

b. Define your ideal customers: Who do you serve?

Have you defined the ideal customer (or customer segments) your business is trying to reach? 

In future posts, we’ll get deeper into this with something called an ideal buyer persona but for now, you need to know who you aim to serve.

Have you defined your target audience? Who specifically are you trying to reach?

Get clear on your one ideal customer or the market segments you serve. 

“Craig, I’m missing my ideal buyer persona!” Don’t fret, we’ll get to that in a future article, or you can read my post on ideal customer profiles. (Need help defining your ideal buyer now? Get in touch.)

For now, think about a narrowly defined segment of the market—a select group of people with a set group of characteristics. 

Most businesses should serve a small, narrowly defined section of the population. 

And targeting a select group of ideal people and positioning your business by focusing on them will make it easier to market your business and grow.

So for today’s exercise (your Mission), outline who you serve. And know this—your ideal customer doesn’t have to be spelled out in your mission statement. The words you use can hint at who you serve.

Back to IKEA’s mission statement:

“Offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.”

IKEA’s client is potentially everyone shopping for inexpensive but well-designed furniture. 

Here is the mission statement for The Focus Personal Training Institute (FPTI):

“To educate and develop personal trainers who demonstrate technical proficiency, integrity, and professionalism.”

So, who is your market? 

It’s best to be clear about who you are trying to reach. McBreen Marketing mainly serves B2B Service businesses. We have other clients but most buyers fit this profile.

c. Define your How: How will you get your work done?

The third part of your mission is your “how.” What is the strategy your business will use to accomplish your work? 

Think about your work and your unique approach.

How are you uniquely qualified to fix your ideal customer’s problem?

Will you make learning free?

Are you going to accomplish your mission via writing, speaking, and workshops?

How will assets be applied to fulfill your mission?

Think about your How as the vital actions in your daily grind.

Back to IKEA:

“Offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.”

Their How is creating a wide range of high-quality furniture at affordable prices.

What about my biz: McBreen Marketing?

“We use a structured branding framework and proven marketing system to convert local service businesses into stand-out brands that drive growth.”

Remember our personal trainer? Here is his How:

Helping over-50 men burn fat, gain muscle, and move better so they have more energy, keep weight off, and live optimally, without diet and exercise controlling their lifestyle. I’ll do so via instruction, online content, and expert interviews, to help them make long-term changes that stick.

His How is making fitness accessible for men over 50 years old through instruction, content, and interviews, to help them make long-term changes that stick.

Create your mission statement:

To make this easier, think of it as a super short job description. Be clear and concise in describing your mission as the Why, Who, and How, or more specifically:

a. Define your Brand Purpose: WHY does your business exist?

b. Define your Ideal Customer: Who Do You Serve?

c. Define your How: How will get your work done?

Think of it as a clear, concise job description.

How can you combine these three into a short statement? 

Look at the brands below and work up your own…

LinkedIn’s mission

To connect the world’s professionals to make them more productive and successful.

Tesla

To accelerate the world’s transition to renewable energy.

Southwest Airlines

Dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride, and company spirit. 

Harley-Davidson

The Harley-Davidson mission statement defines the dreams of motorcyclists: “We fulfill dreams through the experiences of motorcycling by providing to motorcyclists and to the general public an expanding line of motorcycles and branded products and services in selected market segments.”

And our Personal Trainer:

Helping over-50 men burn fat, gain muscle, and move better so they have more energy, keep weight off, and live optimally, without diet and exercise controlling their lifestyle. I’ll do so via instruction, online content, and expert interviews, to help them make long-term changes that stick.

2. Brand Vision 

What’s a Brand Vision? 

How is it different from a mission statement?

Your mission is where you are going. 

Your Brand Vision is you asking: 

What happens if our mission comes to life?

Where you want to go.

Your long-term business vision and what that future looks like. 

What is your backstory? 

• Did you start your business with a vision to attain? 
• A contribution wanted to make? 
• What problem did you set out to fix for a specific customer? 
• What’s the primary long-term goal of your business? 

Use your backstory to fuel your Brand Vision.

Your short statement describing where you want to go. 

→ A leadership exercise describing where you want to take your business, team, and clients.

So ask: What primary goal do I set to bring vision and inspire me, my team, and my clients?

IKEA’s vision is to create a better everyday life for the many people.

LinkedIn wants to create economic opportunity for every member of the global workforce.

Our personal trainer’s vision: 

To become the top online creator for over-50 men who want to get fit, lose weight, and live optimally by improving their mindset, fitness, and nutrition.

To craft your vision statement ask the following questions:

1. What desired outcome will give you and your team an inspirational vision? 
2. What will spark you to move continually in that direction? 
3. What do you want your business to become in the next 2, 5, or 10 years?

Think of it as your big-picture decree of where you want to be in the future.

Your vision is the picture of what you want. 

Your mission is how you get there.

Your Brand Vision should be aspirational and realistic. 

Yeah, stretch it a bit but not too far. And have a little fun. (Why not?)

What’s your long-term vision?

3. Brand Values 

Your values are the beliefs you will stick to when crafting a plan to see your vision through.

Guiding principles to lead your business, team, and clients toward a shared cause or goal.

What values move you? 

Think about your core beliefs. How you want to conduct business. And how you will treat people along the way. Make sure it’s something you can practice continually.

What is your guiding code to help lead you and your company toward a shared goal?

As I wrote, to lead your team and your customers, and grow your business, you need words of power to guide you: A clear mission, a vision to get there, and good old values to maintain a slow, steady, committed pace.

So, what are the values to help you get there?

Customers (and employees) want to be a part of something if it jibes with their beliefs.

Go back to your Why.

People are sold on your Why. They are also sold on your Values and will gladly support your business because your Values align with their ideals.

There is no set format for this. You can use a few words or a short phrase. 

Ask yourself the following:

1. What are the key characteristics of my business?
2. What do I want them to be? What do I stand for? What do I want my business to stand for?
3. When looking at my Mission and Vision, what Values will guide us?
4. How will we treat customers, employees, and partners?

What traits are needed to lead your business, team, and clients?

Don’t overcomplicate this.

Here is ours:

“We consider the combo of branding and marketing to be your most important assets and approach every project with a clear, focused strategy that’s right for your business and is built for growth.

We work to understand your needs, goals, and vision, to help you and we are dedicated to getting this right! We love what we do, see our clients as partners, and are dedicated to helping you grow your business.”

Our Personal Trainer’s brand values go a bit deeper:

“I am committed to helping over-50 men build a better life through mindset, fitness, and nutrition. 

I strongly believe that it’s never too late to make big changes. I’ve also struggled with weight throughout my life, and the trifecta of fitness, nutrition, and a positive mindset changed my life. I want to help others do the same using a balanced program they can easily fit into their lives.

I also want to promote a healthier society.

Do the right thing. Always.

Learn and improve daily.

Care and make it show.

It’s never too late.

Keep it simple.

Stay focused.

Listen.”

List the top values that drive you and your business.

What About You? How Will You Outline and Achieve Your Aspirations Through Mission, Vision, and Values?

Let’s recap this little lesson so you can create your mission, vision, and values…

Your Brand Mission:

Think of your mission as a clear, concise job description (the way you operate daily) with three components to drive it:

a. Your Brand Purpose: WHY does your business exist?

b. Your Ideal Customer: Who Do You Serve?

c. Your How: How will get your work done?

Your Brand Vision:

Your brand vision is a short statement clarifying where you want to go. A leadership exercise describing where you want to take your business, team, and clients.

What is the future that you really want to build? Your comprehensive long-term goal? What do you want your future to be?

So ask: What statement will bring a clear vision and also inspire you, your team, and your clients to move in the direction you want to go?

Your Brand Values:

Guiding principles to lead your business, team, and clients toward a shared cause or goal. Ask yourself this: What characteristics are needed to lead your business, team, and clients?

A robust brand foundation is needed for marketing to work. and this is how you start!

Use McBreen Marketing to Outline Your Business Aspirations

Improving your brand strategy is easy if you have the right goals and the right partners. McBreen Marketing will partner with you to help you build the best brand for your business using our Strategy-first Foundation and Total Brand Reset. We’ll craft your unique brand formula and help you grow your business.

Ready to let us help you tackle your branding and marketing woes? Get started by contacting us for a free consultation today.

The post Unveiling Your Business’s True Identity: The Ultimate Guide to Writing Your Mission, Vision, and Values appeared first on McBreen Marketing.

Having a marketing strategy is vital for the growth and ultimate success of your business. Here’s how we develop and implement a marketing plan specifically suited to your own goals and where you want to go. 

Creating a Foundational Strategy Before Detailed Action Items

Sometimes, small business owners fall for the hot, new marketing trend of the week. This happens because they don’t have an overall, comprehensive strategy created to cater to their specific goals.

So, what is the key element to making your marketing highly effective? The answer is a strategy-first approach. And if you haven’t clarified your Mission, Vision, and Values, start there!

You need to build a foundational strategy before you even think about your detailed tactics. A great way to begin to think about your marketing strategy is to ask yourself the following questions:

• Are you trying to sell to everyone? What kinds of people are really interested in what you have to offer?
• Are you struggling to stand out from your main competitors? How can you discover what makes you different?
• Do you feel confused about which marketing options to choose? Are you unsure of where to put time and energy into marketing? What platforms would even make sense for you right now? 

These are strategy problems that can only be handled with strategy solutions. 

You must clarify your core business goals — where you want to go and who you want to reach. Once you have those defined, it becomes easy to build a roadmap of the actionable marketing tactics it will take to make that strategy effective and to move you steadily towards meeting your monthly marketing objectives. Set the foundation first, and then choosing your tactics becomes incredibly clear.

How do you know what type of person can become your best customer?

Talk to your current customers. They are your best form of research.

Your customers are a precious resource you can learn from to help frame your entire business, your core copy, your products or services, and so much more. 

Really getting to know your current customers can help you see clearly things you might take for granted. You might be surprised at why they like working with you or what makes them excited about your product. They can teach you the best ways to attract, reach, and better serve more loyal customers just by telling you their personal experiences and story. Let them help you uncover your ideal buyer.

How do you figure out how to stand out from your competitors?

Running competitive research will help you grow and evolve your business. It’s so much more than researching your direct competitors — it’s taking a look at your entire digital competition. Who in your industry stands out? When a potential client searches for your type of business, what do they find? Can they find you at the top of their search?

Look at what terminology your competitors are using in their digital footprint. Can you tell their ranking in web searches? How do your keywords and ranking compare to your competition? What is the tone of their content? Do they have a blog? What are they writing about? What kind of ads are they creating? Do you stand out above them with the language you have on digital platforms? This kind of research helps you…

• Learn new ways to engage existing and potential customers.
• Understand which metrics are involved in having other sites ranking higher than yours in your area of expertise.
• Discover the type of content you need to be creating to achieve your strategic goals.
• Use very specific data to create new opportunities and spot untapped connections.
• Grab new opportunities to gain new loyal clients.

How do you meaningfully engage with new and existing clients?

Nobody wants to be sold to. People want help with getting their problems solved.

They’re looking to find some relief from some level of discomfort—an overwhelming task, a skill they don’t possess, time they don’t have, or a sticky situation they would prefer to avoid.

And they want help preparing themselves, or their business, for the future.

It’s your job as a business owner to understand the problems people are trying to solve and match your skills, time, and expertise to those things they find complicated and confusing.

Most people are more likely to choose someone who will help carry their workload in a new and different way.

They aren’t necessarily looking for “services” or “solutions.”

They want someone who can lead them and work beside them.

YOU need to have an approach that is focused on a very specific type of client who has a very specific need or problem.

Your job is to loyally solve that problem in a specific way — promising the relief that they’ve been looking for.

What does the journey look like to creating a loyal, happy customer?

Your customer’s journey isn’t linear, even though many marketing “plans” might say otherwise. Our job is to help guide clients, buyers, or customers as they travel down the meaningful marketing path. 

The way that people purchase today has changed dramatically. It is now the role of the business to shape a coordinated structure to engagement instead of the older methods of creating demand. The best phrase for this new approach is that we need to organize behavior. 

In a traditional marketing funnel, a classic approach is defined in linear stages such as “Awareness, then Consideration, and then Purchase.” What the traditional marketing funnel neglects to address is that when it comes to lead and referral generation, a happy customer is your most powerful lead and referral generator! A single exceptionally satisfied voice can have a far greater impact than any basic marketing material.

This is why we follow the Duct Tape Marketing Hourglass approach. It consists of seven connected stages: 

• Know: one of the best ways to become known is through organic search. Start using unique content to spark interest — ask your best customers what they want to know about.
• Like: once someone knows your business, you need to nurture your leads during this phase by demonstrating your expertise, sharing knowledge, and giving them useful resources.
• Trust: people purchase from organizations they trust. Get your customers involved in content creation. This is where customer-generated videos, case studies, stories, and social media are a major playing piece.
• Try: this stage is where the audition happens. It’s where you need to really deliver more than anyone. Consider doing a free or low-cost version of what you sell. Or better yet, give a guarantee to back up the risk they are putting into the relationship.
• Buy: it’s time to show real results and keep the experience high in this stage. Think about how you orient new customers, exceed their expectations, and surprise them. The complete customer experience is justified by the end result — how you created the end result is more important than what you did to get the sale.
• Repeat: the best way to get repeat business is to make sure you know why your clients value doing business with you what they received that felt worth it for them to want to work with you again. 
• Refer: help happy clients want to refer new customers to you. Create a remarkable experience with your customers which exceeds their expectations so that they are compelled to share your business with others.

Every business has these interconnected stages in some way, but many aren’t addressing all of the stages. You need to figure out what the journey is like for people who are looking for the solutions you offer. 

Every stage has its opportunity to develop meaningful relationships to move your business towards its strategic goals. 

Take some time to think this over and use the Marketing Hourglass framework to map your customer journey — keep in mind that it is your role to organize behavior and create guidance in a customer’s less-than-linear journey. 

The next step in a marketing action plan is to strategically use different types of content at the various stages of the hourglass.

Now is the time to use your content as the voice for your strategy

Content creation can be the hardest, most time-consuming job a marketer has to do.  But when you plan your content based on your hourglass framework, you’ll receive a high payoff for your work. 

Content has grown beyond just being one piece to your marketing strategy and tactic — it touches all aspects of your marketing goals and your business development. 

It powers the entire customer journey.

Your audience expects to be able to find information about any product, service, or challenge they face simply by doing a Google search. And if you aren’t showing up, you have become an invisible, unknowable, non-competing factor in the market. 

There’s a pretty good chance they won’t move forward with you because you lack credibility in their eyes, or you are not even on their radar. People go with solutions they feel they can trust, and online content creates an easy-in for a client to begin to build trust with you on their own terms.

You must use content as your strategic voice, and the best way to do this is to produce content that focuses on education and building trust at every stage potential customers are taking in their journey.

It’s important to develop your quarterly priorities and use a calendar to guide you.

As a small business owner, your to-do list is always full and there is never enough time in the day to get it all done. This is why your marketing strategy must be viewed as a habit that’s ingrained in your daily routine. 

Planning for what needs to be done and when is how you stay focused on the tasks that will help you reach your goals, your metrics, and your greatest ROI. A great starting point is to create a list of the highest impact items to implement for each quarter. 

Start by fixing some things this quarter, then live by the calendar. Just get started! If you don’t schedule it, odds are it won’t happen.

Something that has worked extremely well for many business owners — who have been trained by the Duct Tape Marketing system — is adding monthly themes around your foundational marketing projects, breaking them up, and spreading them out over the course of the year. 

If you commit to a yearly calendar and break out projects quarterly according to your high impact items, you’re more likely to be able to follow it on a consistent basis. Keep your yearly goals in front of you and make them tangible with specific daily tasks.

What you measure matters

There are so many things you can measure: sales metrics, social metrics, content metrics, conversion metrics, growth metrics — the list goes on. And one of the hardest things is determining what you should be measuring. 

You need to make sure you measure what matters, not just easy numbers. You can start by doing these four things:

1. Use metrics that serve your strategic objectives: whether it’s your goal to increase customers by X or grow your audience by X, you need to define what metrics make sense for the goals that you’ve set. 
2. Set up target goals for each high impact objective: decide how you’re going to collect the data you need to determine whether or not you are on the right path. 
3. Decide what tools or resources you’ll use to track your progress: we marketers use dashboards every day. As a business owner, you need to be able to see what’s happening day-to-day.
4. Use your data to discover new approaches and improve current practices: when you measure the right things, you’ll start to see trends — why something happened, who is responding, what seems to have the greatest impact, and what you might be able to do to make improvements.

Running your business without a well-researched and developed marketing plan is like driving without a map. You might reach your destination, but you’ll probably end up taking more than a few costly detours along the way. But you can avoid a lot of pain, frustration, and wasted time and resources by first developing a strategic plan. 

Implement a marketing plan that is based on strong customer relationships, consistent and meaningful content, and stick to a calendar to get it done. By doing so, you’ll produce great data and better long-term results and growth for your business.

Use McBreen Marketing to Implement a Marketing Strategy for Your Business

Improving your marketing is easy if you have the right strategies and the right partners. McBreen Marketing will partner with you to help you build the best system for your business. With us as your partner, we can improve your marketing and help you grow your business.

Are you ready to let McBreen Marketing help you tackle your marketing woes? Get started by contacting us for a free consultation today.

The post How to Create and Implement an Actionable Marketing Strategy appeared first on McBreen Marketing.

Jason Vana said this, not me.

But I agree, and here’s why…

Jason advises us to treat content as a branding tactic, not a marketing tactic.

Use content to power your brand and position your business as THE CHOICE for your ideal customers.

The framework is simple: Don’t focus on generating leads. But do focus on positioning your company as the ONLY solution for your ideal customers.

NOW, I DO use content as an SEO tactic sometimes, especially with local clients.

BUT as a tactical framework for creating engaging, helpful content that resonates with your ideal customer, I agree with his message.

Why?

Branding is step #1 to marketing done right

Branding should power your marketing.

Branding a business as the go-to resource for its ideal customers is how we start every project.

This approach requires a focused strategy (more than creating a PPC campaign or pumping out a keyword-laden blog post/checklist).

To become your ideal customer’s go-to brand, you must establish trust, provide expert advice, and dish up the insights they crave.

And the only way to start this process is to define and understand your ideal customer.

This step doesn’t mean you grab a stock photo and put together a quick buyer persona.

No. No. No!

You have to walk a mile in their shoes, understand what pains them, their motivations, and why they are looking for someone like you.

The words you write should be words that engage and serve your ideal customers.

Think about the content you might create:

– Homepage copy
– Interior page copy
– Blog posts
– Marketing emails
– Social media posts
– PDFs (whitepapers, eBooks)
– Video scripts
– PPC ads
– Etc.

👆 When your ideal customers read your content, you want them to know you’re the one they will hire.

To be your ideal customer’s go-to brand, you must…

• Establish trust
• Give them expert advice
• Provide the information they want and need.

Creating a magnetic brand must be step #1 for your marketing strategy to succeed.

To build your brand. And to brand your content, do this:

1. Define and understand your ideal customers.
2. Interview current customers to understand their needs, how they found you, and why they picked you.
3. Learn about them: What pains them and what would trigger someone like them to contact you?
4. What do they want to learn from you?
5. How will you help them? How can you frame this to show them the outcome of working with you (Their Transformation)?

Use steps 1-5 to build your brand.

Generating a ton of leads can be easy.

Think about it.
• You buy a list or scrape one together (it’s easy to do)
• Create a simple checklist as a PDF
• And publish (in blogposts, organic social, paid ads, etc.)

This CAN be a great strategy, but most businesses get it wrong because they haven’t done the up-front positioning work required to make it work.

And this leads to a boatload of weak leads.

What if you did this instead?

Worked your fingers to the bone to do the following:
→ Define your ideal customers
→ Understand their journey
→ Create messaging AND educational content based on what they want and need?

If you operate like this, the people you reach will want to buy from you because you’ve built a story (your brand) that speaks to them (and their needs).

They’ll see you as the solution to that ugly thing they need to fix.

Learn about ideal buyer personas

Then get busy creating your powerful, magnetic, and engaging brand!

Oh, and if you haven’t started writing Your Company Mission, Vision, and Values, start there. (We can help!)

Use McBreen Marketing to Implement a Brand Strategy for Your Business

Improving your brand is easy if you have the right strategies and the right partner. McBreen Marketing will work with you to help you build the right brand for your business. We’ll partner with you to improve your branding and help you grow your business.

Are you ready to let McBreen Marketing help you tackle your brand strategy? Get started by contacting us for a free consultation today.

The post Why Your Brand Strategy Should Power Your Content appeared first on McBreen Marketing.