the one thing you need to create an effective marketing plan (okay, maybe the 2 things...)

Over the years I’ve found there is one thing entrepreneurs and small business owners need to include when planning their marketing - their values and vision (okay, so maybe it’s 2 things…). But what does that mean and why is it important? Let’s explore what you can do to ensure that your marketing plan reflects your values and vision.

One of the reasons why being clear on your values and vision is important is that it helps you prioritize yourself and your life as it relates to your business. Knowing and sharing your values helps you to differentiate yourself from others in your field - your clients are seeking YOU not just the work you do.

Another reason why being clear on your values and vision is important is that it helps you to connect with your target audience. Customers are more likely to do business with companies that they feel a connection with. By being clear on these pieces, you can create a sense of shared purpose with your customers. This can help to build trust and loyalty, which can lead to repeat business and referrals (and in my experience, friendships).

So how do you go about getting clear on your values and vision? One approach is to start by asking yourself some key questions: What are your core values? What do you believe in? What is your vision for the future? Once you have answered these questions, you can begin to think about how you can incorporate these aspects into your marketing plan.

For example, if one of your core values is sustainability, you could make this a central theme of your marketing plan. You could highlight your commitment to sustainable practices in your advertising and promotional materials. You could also share stories about how you are working to reduce your environmental impact and encourage your customers to do the same. NB. It’s KEY that you are actually taking some form of action on this and not just using it as a means of promotion.

The one caveat here is that sometimes our values aren’t to be shared or used in our marketing. An example of this might be our commitment to social justice and equity. Discernment is really important here. Ask yourself whether amplifying work in this area is for your benefit or for the benefit of those who experience oppression because of racism, homophobia, ableism, and white supremacy. Get really clear on this before you decide whether it’s necessary to include in your marketing.

By incorporating your values and vision into your marketing, you’ll not only connect with your target audience, but you’ll create a sense of shared purpose with your customers. So take the time to think about core values, and what you want to achieve, and use this to guide your marketing efforts.

Need a little support in identifying your core values? Download my Values Clarity Workbook. It’s a simple, yet powerful tool to help you hone in on what truly matters to you.