4 Step Marketing Plan for Artisan Brands

Too many businesses, in their early stages of growth, overthink the marketing plan. Sometimes, there is a fear that a marketing plan MUST be this complex, long and advanced document.

And if someone doesn’t know how to make that type of plan, then, why bother creating any kind of plan?

One important lesson with business – ANY plan – is always better than no plan.

So, if you are just getting into the habit of creating a marketing plan each month, here are a few points that will help.
For artisan brands, a strong marketing program is KEY .


Here are 4 steps you can follow to kick start your marketing program,  and attract more buyers to your brand.


1 – Pick a lane

ONE LANE.

Focus on ONE marketing channel for leads.  Don’t try to grow via Facebook, Instagram, Pinterest, Blog, YouTube all at once. Focus on ONE marketing channel, learn how it works and master ONE platform at a time for getting new people into your brand.


2 – Build a funnel.

Most people won’t buy from you right away.

They need to be nurtured. 

It’s like dating – you wouldn’t meet someone and immediately marry them. You need to date your prospects before they will marry you.

A funnel is simply a process that people go through so that they can: know,  like and  trust  you enough to buy your products.

Funnels don’t have to be technically sophisticated. BUT – you need to map out a process for your prospects to follow that converts them into buyers.  

This is another reason a target market is KEY – understanding how one type of person thinks is a lot easier than trying to understand how everyone thinks.


3 – Add personality.

The worst thing you can be in marketing is boring.  

Boring will get you ignored. people won’t buy from you if they are ignoring you.

You are the biggest asset that your brand has.

You have character, you have a personality  so let it show through your marketing.

Don’t be fake – that won’t work.

Don’t pretend to be someone you are not – that won’t work either. Let people see you, let people get to know you and let them trust you.


4 – Know your strengths.

If you like to write, write.

If you like to talk, talk.

If you like to design, design.

You will be more likely to stick with a marketing plan if you leverage the things you like to do.  

So, don’t create a plan full of videos if you hate being on camera.  

Don’t focus on written marketing if you dislike writing.  

Decide what you like to do the most, and create content for marketing that takes advantage of your interests and strengths.


* * *  Here is a simple plan – it works if you stick with it long enough.

1 – focus on ONE marketing platform

2 – build a funnel that converts prospects into buyers

3 – add personality so that your marketing is interesting

4 – leverage your strengths

The tough part about simple is that it is not always easy.  It takes effort and commitment to set up a system and follow it for months.  


Sometimes the biggest challenge with solo-business owners is that they get in their own way, don’t have accountability and simply can’t overcome fear and insecurity on their own.  

If you would like to chat with me and my team to see how you can build a strong and powerful brand for your products, let’s chat.

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