Are you in that awkward place where you know what marketing techniques you should be doing (like blogging, social media and interviews) but you’re not quite sure how to put it all together?
You get the individual pieces, but you’re uncertain on what the day-to-day implementation looks like.
And, when you go to promote your business, you end up trying random things without much success. Or, you give up before you really get started because you’re overwhelmed by all the things you’re supposed to be doing.
That’s why I took three different types of creative businesses—a jewelry designer, an Illustrator expert/teacher, and a family photographer—and planned out their marketing for one month in detail.
Before you read through their marketing plans, there’s one very important point I want you to keep mind:
Before I picked the individual marketing strategies for these entrepreneurs, I got clear on their main marketing goals for the month. If you plot your marketing without precise goals in mind, you might as well skip it altogether. It’s kinda like eating melting ice-cream with a fork. You’ll just end up frustrated.
Alright…let’s jump in:
Four-Week Marketing Plan for a Jewelry Designer
This jewelry designer specializes in metalsmithing. She sells her jewelry on her own website and on Etsy. She also has four wholesale accounts established and has really enjoyed working on expanding that part of her business. She’s still living month to month without any substantial savings and would like to increase her consistent income.
Her top two marketing priorities for the month are to: 1) get her jewelry into at least two more boutiques to grow her wholesale business and 2) prepare for the launch of her new jewelry line next month which includes 15 new pieces.
Week One
Sunday:
Write draft of this week’s blog post: 10 Reasons to Buy Handmade Jewelry Over Mass Produced
Monday:
Edit draft of this week’s blog post: 10 Reasons to Buy Handmade Jewelry Over Mass Produced
Take a photo (or pick a photo from collection) for this week’s blog post
Pin 10 new things on Pinterest, including two of my own items
Tuesday:
Publish blog post: 10 Reasons to Buy Handmade Jewelry Over Mass Produced
Email blog post to newsletter list
Share blog post on Instagram, Twitter, Facebook, and Pinterest
Schedule additional tweets and Facebook posts to promote blog post throughout the next six months
Wednesday:
Finalize and send in pitch to Belle Armoire Jewelry Magazine
Brainstorm 10 new boutiques to reach out to for wholesale opportunities
10-minute Periscope: Let’s Chat About Buying Handmade vs. Mass Produced
Thursday:
Pick 5 of the 10 boutiques from yesterday to reach out to regarding wholesale opportunities
Research to see if any of those boutiques have special requirements for pitches
Pin 10 new things on Pinterest, including two of my own items
Friday:
Tweet a reminder to read this week’s blog post: 10 Reasons to Buy Handmade Jewelry Over Mass Produced
Begin taking product photos for new jewelry line
Share sneak peek of upcoming new jewelry line on Instagram, Twitter and Facebook
Saturday:
Get wholesale pitches ready to send, finalize them and send them
Post a picture of my workspace on Instagram
Week Two
Sunday:
Write draft of this week’s blog post: Audrey Necklace Styled Five Ways: Casual, Dressy, Office-Appropriate, Date Night and Brunch
Pin 10 new things on Pinterest, including two of my own items
Monday:
Edit draft of this week’s blog post: Audrey Necklace Styled Five Ways: Casual, Dressy, Office-Appropriate, Date Night and Brunch
Take photos of each outfit for this week’s blog post
Finish taking product photos for new jewelry line
Tuesday:
Publish blog post: Audrey Necklace Styled Five Ways: Casual, Dressy, Office-Appropriate, Date Night and Brunch
Email blog post to newsletter list
Share blog post on Instagram, Twitter, Facebook, and Pinterest
Schedule additional tweets and Facebook posts to promote blog post throughout the next six months
Wednesday:
Write product descriptions for 5 of the new pieces of my upcoming jewelry line
Share sneak peek of upcoming jewelry line on Facebook
Thursday:
Write product descriptions for the last 5 new pieces of my upcoming jewelry line
Send out a free shipping coupon to email list that lasts for 48 hours
Pin 10 new things on Pinterest, including two of my own items
Friday:
Write product descriptions for 5 more of the new pieces of my upcoming jewelry line
Tweet a reminder to read this week’s blog post: Audrey Necklace Styled Five Ways: Casual, Dressy, Office-Appropriate, Date Night and Brunch
Saturday:
Edit product descriptions for new jewelry line
Post favorite outfit from the week (that includes at least one piece of my jewelry) on Instagram and Facebook
Week Three
Sunday:
Write draft of this week’s blog post: Sneak Peek of My Upcoming Spring Collection
Finish editing product descriptions for new jewelry line
Send product descriptions to copyeditor to look over and give feedback
Monday:
Edit draft of this week’s blog post: Sneak Peek of My Upcoming Spring Collection
Pick photos from this month’s photo shoot for this week’s blog post
Pin 10 new things on Pinterest, including two of my own items
Tuesday:
Publish blog post: Sneak Peek of My Upcoming Spring Collection
Email blog post to newsletter list
Share blog post on Instagram, Twitter, Facebook, and Pinterest
Schedule additional tweets and Facebook posts to promote blog post throughout the next six months
Wednesday:
Post sketches that were the inspiration behind my upcoming launch on Instagram, Twitter and Facebook
15-minute Periscope: Some Funny Stories from My Upcoming Spring Collection
Thursday:
Follow-up with the 5 new boutiques regarding wholesale from week one (sending in anything else they’ve asked for)
Share sneak peek of upcoming jewelry line on Instagram and Twitter
Friday:
Tweet a reminder to read this week’s blog post: Sneak Peek of My Upcoming Spring Collection
Post favorite outfit from the week (that includes at least one piece of my jewelry) on Instagram and Facebook
Saturday:
Post more sketches that were the inspiration behind my upcoming launch on Instagram, Twitter and Facebook
Pin 10 new things on Pinterest, including two of my own items
Week Four
Sunday:
Write draft of this week’s blog post: 10 Thoughtful Mother’s Day Gifts
Monday:
Edit draft of this week’s blog post: 10 Thoughtful Mother’s Day Gifts
Take a photo (or pick a photo from collection) for this week’s blog post
Tuesday:
Publish blog post: 10 Thoughtful Mother’s Day Gifts
Email blog post to newsletter list
Share blog post on Instagram, Twitter, Facebook, and Pinterest
Schedule additional tweets and Facebook posts to promote blog post throughout the next six months
Wednesday:
Make changes to product descriptions based on copyeditor’s notes
Pin 10 new things on Pinterest, including two of my own items
Thursday:
Finalize product descriptions
Friday:
Tweet a reminder to read this week’s blog post: 10 Thoughtful Mother’s Day Gifts
Pin 10 new things on Pinterest, including two of my own items
Saturday:
10-minute Periscope: Let’s Talk Mother’s Day Gifts
Post favorite outfit from the week (that includes at least one piece of my jewelry) on Instagram and Facebook
Four-Week Marketing Plan for an Illustrator Expert and Teacher
This illustrator expert makes most of her income from teaching Illustrator workshops and classes. She has a course on Skillshare and two courses on her own website. She’d like to partner with companies like CreativeLive and Atly to offer more courses on different platforms. She used to create a lot of custom illustrations but she now likes to fill about 25% of her time with creating custom illustrations for brands and 75% of her time teaching Illustrator.
Her top two marketing priorities for the month are to: 1) grow her email list by 500 new subscribers 2) get in front of other bloggers’ audiences through guest posts.
Week One
Sunday:
Pick three bloggers to pitch guest posts to and look up any pitch requirements they have on their websites
Post reminder about tomorrow’s webinar (that requires email opt-in to access) on Facebook, Twitter and Instagram
Boost the Facebook post
Monday:
Write draft of this week’s blog post: Why I Use Illustrator over Photoshop When Creating Blog Graphics
Email reminder for today’s webinar to the list of people who have signed up to attend
Host webinar (that viewers have to opt-in to get access to) on how to create seamless repeat patterns in Illustrator
Tuesday:
First round of edits for this week’s blog post: Why I Use Illustrator over Photoshop When Creating Blog Graphics
Write guest post pitches, finalize and send
Post a quick Illustrator tip on Facebook for Quick Tip Tuesdays
Send email following up from yesterday’s webinar to all who attended, reminding them that they can sign up for my Surface Pattern Design Course at 30% off for 24 more hours
Wednesday:
Second round of edits for this week’s blog post: Why I Use Illustrator over Photoshop When Creating Blog Graphics
Create visual for this week’s blog post
15-minute Periscope: Illustrator versus Photoshop
Tweet about email list, giving reasons why followers should join it
Thursday:
Finalize and publish this week’s blog post: Why I Use Illustrator over Photoshop When Creating Blog Graphics
Email blog post to newsletter list
Share blog post on Instagram, Twitter, Facebook and Pinterest
Add tweets for this week’s blog post to my Edgar library
Friday:
Tweet reminder to check out this week’s blog post: Why I Use Illustrator over Photoshop When Creating Blog Graphics
Saturday:
Day off
Week Two
Sunday:
Create downloadable PDF of favorite Illustrator Shortcuts
Post latest pattern created in Illustrator on Instagram and Facebook
Monday:
Write draft of this week’s blog post: My Favorite Illustrator Shortcuts + A FREE Downloadable PDF
Tuesday:
First round of edits for this week’s blog post: My Favorite Illustrator Shortcuts + A FREE Downloadable PDF
Check in with bloggers who I pitched guests posts to if they haven’t responded
Post a quick Illustrator tip on Facebook for Quick Tip Tuesdays
Wednesday:
Second round of edits for this week’s blog post: My Favorite Illustrator Shortcuts + A FREE Downloadable PDF
Create visual for this week’s blog post
Write draft of upcoming guest post on XYZ blog: How to Create Professional Blog Graphics in Illustrator
Thursday:
Finalize and publish this week’s blog post that includes an opt-in to receive the free downloadable PDF: My Favorite Illustrator Shortcuts + A FREE Downloadable PDF
Email blog post to newsletter list
Share blog post on Instagram, Twitter, Facebook and Pinterest
Boost Facebook post
Add tweets for this week’s blog post to my Edgar library
Friday:
First round of edits for guest post: How to Create Professional Blog Graphics in Illustrator
Create landing page (featuring an opt-in for email list) to welcome new readers from XYZ blog when guest post is published
10-minute Periscope: A Free Downloadable PDF for Illustrator Shortcuts (chat about the free PDF and where they can opt-in to get it)
Add a pop-up opt-in to home page for the shortcuts PDF
Saturday:
Second round of edits for guest post: How to Create Professional Blog Graphics in Illustrator
Edit landing page (featuring an opt-in for email list) to welcome new readers from XYZ blog when guest post is published
Week Three
Sunday:
Finalize and send in guest post: How to Create Professional Blog Graphics in Illustrator
Finalize and publish landing page (featuring opt-in for email list) to welcome new readers from XYZ blog when guest post is published
Monday:
Film video for this week’s blog post: An Intro to the Pen Tool in Illustrator
Tweet about email list, giving reasons why followers should join it
Tuesday:
Edit video for this week’s blog post: An Intro to the Pen Tool in Illustrator
Post an illustration from my collection on Instagram and Facebook
15-minute Periscope: 5 Custom Illustrations I’ve Created for Well-Known Brands
Post a quick Illustrator tip on Facebook for Quick Tip Tuesdays
Wednesday:
Write intro and any other copy for this week’s blog post: An Intro to the Pen Tool in Illustrator
Create visual for this week’s blog post
Thursday:
Finalize and publish this week’s blog post: An Intro to the Pen Tool in Illustrator
Email blog post to newsletter list
Share blog post on Instagram, Twitter, Facebook and Pinterest
Add tweets for this week’s blog post to my Edgar library
Friday:
Post latest pattern made in Illustrator on Instagram and Facebook
Saturday:
Feature a student from my Illustrator for Bloggers Course on Facebook showing examples of how she’s used the course to improve her blog graphics
Week Four
Sunday:
Brainstorm at least 5 more blogs that accept guest posts
Monday:
Write draft of this week’s blog post: 10 Techniques You’ll Learn in My Illustrator for Bloggers Course
Tuesday:
First round of edits for this week’s blog post: 10 Techniques You’ll Learn in My Illustrator for Bloggers Course
Post a quick Illustrator tip on Facebook for Quick Tip Tuesdays
Wednesday:
Second round of edits for this week’s blog post: 10 Techniques You’ll Learn in My Illustrator for Bloggers Course
Create visual for this week’s blog post
Post latest custom illustration on Instagram and Facebook
Thursday:
Finalize and publish this week’s blog post: 10 Techniques You’ll Learn in My Illustrator for Bloggers Course
Email blog post to newsletter list
Share blog post on Instagram, Twitter, Facebook and Pinterest
Add tweets for this week’s blog post to my Edgar library
10-minute Periscope: Who’s Right for My Illustrator for Bloggers Course on Skillshare
Friday:
Email my newsletter list intro to guest post on XYZ blog and link to where they can read it
Share guest post on Instagram, Twitter, Facebook and Pinterest
Schedule tweets and Facebook posts to promote guest post over the next six months
Email blogger from XYZ to thank her for having me as a guest poster on her blog, letting her know that I’d be up for other guest posting opportunities in the future
Saturday:
10-minute Periscope: My Guest Post on XYZ Blog
Share a personal photo from the week on Instagram and Facebook
Four-Week Marketing Plan for a Family Photographer
This photographer specializes in working with families with young children. Because she has three kids under the age of five, she’s great at knowing exactly how to engage kiddos during a shoot. She works in the Richmond, VA area but will travel up to two hours if the price is right. She moved to Virginia from North Carolina about one year ago so she’s still establishing her client base in the Richmond area.
Her top two marketing priorities for the month are to: 1) book three new families for family shoots 2) grow her Facebook following by 100 because she gets almost 40% of her clients from Facebook.
Week One
Sunday:
Post favorite photo from latest session on Instagram and Facebook
Boost Facebook post, targeting moms in the Richmond, VA area
Monday:
Publish a testimonial on Facebook along with the best shot from that family’s shoot
Boost the Facebook post, targeting families/moms in the Richmond, VA area
Write rough draft of this week’s blog post: Top 5 Free Places in Richmond Virginia to Take Your Kids on the Weekend
Tuesday:
First round of edits on this week’s blog post: Top 5 Free Places in Richmond Virginia to Take Your Kids on the Weekend
Host a caption contest on Instagram
Wednesday:
Second round of edits on this week’s blog post: Top 5 Free Places in Richmond Virginia to Take Your Kids on the Weekend
Thursday:
Finalize and publish this week’s blog post: Top 5 Free Places in Richmond Virginia to Take Your Kids on the Weekend
Email intro to blog post to email newsletter list
Share blog post on Instagram and Facebook
Boost post on Facebook, targeting families/moms in Richmond, VA
Schedule two more Facebook posts to go out over the next six months to promote this week’s blog post
Friday:
Have lunch with a respected newborn photographer in the area for networking purposes
Post favorite personal photo from the week on Instagram and Facebook with a short story explaining the photo
Saturday:
5-minute Facebook Live video: Behind-the-Scenes of the Smith’s Family Session
Send hand-written thank you notes to all families who I had photoshoots with in the last 30 days
Week Two
Sunday:
Post photo from collection on Instagram
Monday:
Write rough draft of this week’s blog post: What NOT to Wear for a Family Photo Shoot
5-minute Facebook Live video: At the Children’s Museum with My Kids in Richmond, VA
Post how many sessions I have available for the next six months on Facebook along with a link to book a session
Tuesday:
Publish a testimonial on Instagram along with the best shot from that family’s shoo, making the testimonial the caption
First round of edits for this week’s blog post: What NOT to Wear for a Family Photo Shoot
Wednesday:
Second round of edits for this week’s blog post: What NOT to Wear for a Family Photo Shoot
20-minute phone interview for local magazine feature
Thursday:
Finalize and publish this week’s blog post: What NOT to Wear for a Family Photo Shoot
Email intro to blog post to email newsletter list
Share blog post on Instagram and Facebook
Boost Facebook post
Schedule two more Facebook posts to go out over the next six months to promote this week’s blog post
Friday:
Post favorite personal photo from the week on Instagram and Facebook with a short story explaining the photo
10-minute Live Facebook: Let’s Chat About What NOT to Wear for a Family Photo Shoot
Saturday:
Day off
Week Three
Sunday:
Post favorite photo from latest session on Instagram and Facebook
Boost Facebook post, targeting moms in the Richmond, VA area
Monday:
Write rough draft of this week’s blog post: Why You Shouldn’t Skip Yearly Family Photo Sessions
Email last five families to encourage them to pass on my information to other moms who might be interested in family shoots—drop off additional business cards if needed
Tuesday:
First round of edits on this week’s blog post: Why You Shouldn’t Skip Yearly Family Photo Sessions
Publish a testimonial on Facebook along with the best shot from the shoot
Boost the Facebook post, targeting families/moms in the Richmond, VA area
Wednesday:
Second round of edits on this week’s blog post: Why You Shouldn’t Skip Yearly Family Photo Sessions
Thursday:
Finalize and publish this week’s blog post: Why You Shouldn’t Skip Yearly Family Photo Sessions
Email intro to blog post to email newsletter list
Share blog post on Instagram and Facebook
Schedule two more Facebook posts to go out over the next six months to promote this week’s blog post
Friday:
Email Smith’s family for quick follow-up survey and testimonial
Post favorite personal photo from the week on Instagram and Facebook with a short story explaining the photo
Saturday:
10-minute Live Facebook video: Why You Shouldn’t Skip Yearly Family Photo Sessions
Week Four
Sunday:
Post photo from collection on Instagram
Monday:
Write rough draft of this week’s blog post: My Top Three Favorite Spots for Family Photo Shoots in Richmond, VA
Tuesday:
First round of edits on this week’s blog post: My Top Three Favorite Spots for Family Photo Shoots in Richmond, VA
Wednesday:
Second round of edits on this week’s blog post: My Top Three Favorite Spots for Family Photo Shoots in Richmond, VA
Thursday:
Publish a testimonial on Instagram along with the best shot from that family’s shoot, making the testimonial the caption
Finalize and publish this week’s blog post: My Top Three Favorite Spots for Family Family Photo Shoots in Richmond, VA
Email intro to blog post to email newsletter list
Share blog post on Instagram and Facebook
Schedule two more Facebook posts to go out over the next six months to promote this week’s blog post
Friday:
Post favorite personal photo from the week on Instagram and Facebook with a short story explaining the photo
Saturday:
5-minute Facebook Live video: Behind-the-Scenes of the Robertson’s Family Session
Post how many sessions I have available for the next six months on Facebook along with a link to book a session
There you have it!
I hope that this gives you some insight into what your marketing plan might look like.
I showed you three different marketing plans with different goals, because I don’t want you to get stuck on the ‘what.’ Instead when you’re planning how you’re going to promote your business, start with what you want to achieve and then work backwards.
It’s much easier to figure out what you should do once you’re clear on what you want to accomplish.
If you’re still feeling overwhelmed after reading this blog post and want more help with compiling your custom marketing plan, you should check out my CreativeLive course, Double Your Followers with Creative Marketing.
In that course I cover everything from getting clear on your target market to taking beautiful product photos to writing copy that sells to email marketing and sales funnels. It’s the most comprehensive marketing course for creative entrepreneurs out there.
Review of Double Your Followers with Creative Marketing:
“I’ve taken quite a few online marketing courses for my blog and have read countless “how-to’s” as well. So I wouldn’t say I’m a beginner when it comes to knowing what to do. I almost didn’t watch this one but since I love April and her advice I figured “why not”. Well, I’m so glad I did! This is probably the most comprehensive how-to market your blog course I’ve seen. Better than and with tons more content than some of the $2000 ones I’ve taken from well-known marketing experts. I really like how she takes an idea and really expands upon it – example upon example, especially using audience members to show unique situations. Instead of just theory it shows how to put everything into practice. I highly highly recommend!” –DM Evans