Market your business without social media and improve your mental health.
It is possible to grow your business without social media. You can market your business without social media and build a successful, sustainable business.
Is investing in social media worth it?
At first, Meg used a Facebook group to market her business, get clients, and serve her community. But then she realized that because of the algorithm she was losing money on the Facebook group. When she evaluated the metrics, she was losing money. So you let her social media manager go and forgot to post. Maybe not the best strategy, to just walk away without an announcement, but when she did, nothing changed in her business. She continued to attract clients and make money. The bottom line, Meg created content for people who already knew her instead of for an algorithm.
From there Meg did an experiment, which is what marketing is, experimenting to see what works to attract clients. Meg mentioned that Robyn and Meg were introduced by Michelle Mazur. Learn more from Michelle by listening to episode 119.
There is more to digital marketing than social media
You can market your business without social media. There are many other ways to market your business whether you are an online business or brick-and-mortar business.
And if you decide to leave social media, invite your followers to join your email list to stay connected and continue to learn from you.
The effect of social media on mental health
When you are bombarded with bro marketing and the glamorous life of success so many people post about, you can become intimidated. Comparison and imposter syndrome can result in fear, doubt, anxiety, and depression.
Keep in mind also, that when you spend a lot of time on social media and give a lot to your audience, when they become a paying customer, they will expect much more from you. Set boundaries so that followers will recognize your expertise and respect your time. Boundaries are key for time management and maintaining a healthy mind and positive mindset.
The more followers you have, the more demand on you and your time. Keep that in perspective as you set goals to grow your follower counts.
Your personal brand and social media
Social media has opened a floodgate for people sharing their entire life story. Maybe trauma is part of your past, but be mindful of what you want people to know and how you present yourself if trying to grow a personal brand. Being genuine and authentic doesn’t mean you have to share everything. Share only what you believe is important to your personal brand and the perception you want others to have of you. Don’t set yourself up for external critique and criticism by sharing more than your soulmate clients need to know to build an emotional connection with you and trust you.
Be mindful of what your audience needs from you to want to hire you. Your personal brand differentiates you from all others in your area of expertise. Demonstrate what makes you an authority in your niche. Your marketing strategy begins with your unique personal brand and all of your past experiences can influence your personal brand. Just be mindful of what is enough and what’s too much. This can be very industry-specific.
Being authentic doesn’t mean you have to share the biggest and worst skeletons in your closet. You get to set boundaries around your story and experiences. A good example is parenting and what you share about your children. Make intentional choices about what you share with the online space. Discern what aligns with your values.
Benefits of social media
The benefits of social media are community and connection to build relationships. There are plenty of drawbacks, but there are some positives.
How to market your business without social media
First and foremost, email marketing and blogging are not dead. There are still great opportunities to market your business using both.
The traditional marketing funnel
First is awareness, second is relationship marketing and building relationships which includes referrals and collaborations, and then conversion. Meg emphasized that your gut instincts, your intuition, are also important for creating your marketing strategy.
The key to your marketing strategy is evaluating these metrics. For example, with awareness. You aren’t going to be successful if only 10 people know you exist. You need to get yourself out there and build your personal brand. People can’t buy from you if they don’t know you exist. Networking and handing out business cards are ways to increase awareness.
Building relationships is a benefit of social media. You can foster and build relationships on social media. But keep in mind, that only 10% of your followers on social media will see your content. Social media is not, however, where people are likely to be discovered or where people are buying. Relationship building is also collaborations, platform sharing, referrals, affiliate relationships, and repeat customers.
Conversion is turning leads to paying customers. Encourage them to give you money for your service.
What can you do to have a value transaction with your customers? It is not a bad thing to ask for money, you are an expert in this and have built your knowledge up by investing in yourself.
Follow your gut. Do not do anything that doesn’t align with your values or feel good. You don’t have to do what others do, you have autonomy, your brain, and your expertise. Critical thinking and intuitive recognition need to happen when you decide on your strategic marketing plan.
Consider the opportunity cost of spending money on social media versus other marketing strategies.
Building a business on social media isn’t what it used to be
When many of the successful people we see today joined social media and began marketing on social media, there were more opportunities. Social media pushed their content because they were growing and social platforms wanted to show people using their platforms and succeeding. However, each one of the successful people has multiple other marketing strategies and other ways of making money. Social media is now a pay-to-play platform. If you aren’t paying for ads, the algorithm isn’t going to promote your content, unless maybe, and this is a big maybe, you post multiple times of day and invest a ton of time on the platforms.
Alternatives to marketing your business on social media
There are a plethora of ways to market your business. Meg shares many in her book, Social Slowdown, and you can also find more ways to grow your business without social media in this post. Using social media as a consumer feels different than using it for business.
If it’s free you’re the product – if you’re not paying, you’re the product. The quote originally referred to over-the-air broadcasting but the same applies to social media. You are being advertised to on each platform, you are the product being sold to the advertisers. Information is being gathered and pulled from you. Not only on social media platforms but from all you do on the internet, the cookies you are gathering from sites you visit. Social media platforms are using your information to categorize you and then you are given political content, often very conservative, because that is who is paying to advertise to you and it may not be aligned with your values.
Social media is not free marketing. The possibilities to market your business are endless. You don’t have to be on social media to grow your business. However, discerning what you consume and whether or not it aligns with your values is critical. If it doesn’t feel right, you don’t have to be there.
Meg Casebolt is your no-B.S. bestie who makes it super easy for your dream customers to find you online, resulting in effortless web traffic, consistent customers, soaring profits, and more free time (and sanity)! She started my career with a decade working in communications for nonprofits big and small. Meg was accepted into the Peace Corps, and while she had a medical issue that prevented me from going anywhere, she used their Masters International program to get a Masters in Community Economic Development.
What happens after you publish your book? How do you maintain the momentum to continue marketing and selling your book?
Once your book is published, you don’t get to relax. You still need to market your book if you want to continue to get sales and reviews, which ultimately increases sales.
Post-publication, you still need to market your book
In this Thinking it Through Wins and Wisdom episode of The Robyn Graham Show, Connie Jo Miller asked Robyn how to market your book post-publication. As a new author who reached Amazon best-seller status, Connie Jo Miller wants to continue building momentum for increased book sales.
Strategies to market your book
Humble brag – if you don’t tell people about your book, and that you are an author, they won’t know. When you have the opportunity, tell your friends and people you meet that you are an author.
Include search engine optimization on your “author” website. Write blog posts about your book, your author experience, your creative process, etc. to include depth of SEO to help others find you. Be specific about the genre you are publishing in.
Host or go to local events. This includes your local library, networking meetings, conferences, schools, etc. If you are like Connie Jo and are a children’s author, do a read-along or story-time at the library or a local bookstore.
Email list – send reminders to your email list about your book and your author journey. Do this especially around holidays so that people understand how great it is to give books, your book especially, as a gift.
Ask people who have read your book to write a book review. This will help booksellers see that your book is well received and they will promote it for you.
Donate books to the local library or schools. Children will like it and want to buy it or gift it. In addition, you can donate a book or raffle basket for a fundraiser to increase awareness.
Create a lovey or stuffed animal to accompany the book.
Do podcast interviews.
Pinterest posts.
Additional resources about becoming an author and marketing your book
Connie Jo’s love of books and words started when she was ten years old with the Nancy Drew book, The Bungalow Mystery. Connie Jo loved the word bungalow: how it sounded and the picture it brought to her mind. Bungalow was the first word on her “Words I Love” list. Many, many have followed. If Connie Jo reads or hears an usual new word, she has to stop, look it up, and write it down. British murder mystery shows have added many words to her list. Her desire to share uncommon words and inspire their use in day-to-day conversations catalyzed Betty Bartholomew and the Vanishing Begonias.
Do you want to start a podcast? There are many benefits of podcasting and it can be simple to start a podcast of your own.
Are you ready to start a podcast? There are strategies you need to start a podcast that can simplify the process without causing overwhelm. When you start a podcast, you can enjoy the many benefits of podcasting, like gaining visibility faster.
If you are feeling overwhelmed about starting a podcast, remember that God doesn’t call the equipped, He equips the called. Therefore, if you feel called to start a podcast, now is the time. God will provide the information and knowledge that you need. It might feel scary, but you won’t regret it.
Storytelling is one of the benefits of podcasting
Your story is important and will influence others in a positive way. Telling your story will build an emotional connection with others. God used storytelling in the Bible. We connect with our faith through Biblical stories. No one can take your stories away from you – how you got into business, something God did in your life, or even a basic story.
There are 2 ways that story is valuable, especially through podcasting
One of the most intimate forms of communication is podcasting. When people listen to you, they feel an intimate connection. It’s your voice to their ears.
Storytelling through podcasting invokes empathy. We understand the other person and we’re in it with them.
In addition, storytelling builds connection.
When people buy from us, it is an emotional connection. Building this intimate connection through podcasting increases brand awareness, but most importantly you build trust which inspires them to buy from you.
Some strategies you need to start a podcast with simplicity
The first step is to set a goal for your podcast. Decide on your goal for starting a podcast. Is the podcast your ministry or are you doing it to generate leads for your business?
Then it’s time to dig deep and create. You need to create the following:
Market research
Title and name of your podcast
Graphic – eye-catching and unique – recognizable and memorable
Trailer Episode – clear and concise
The first three episodes to launch with – so people can binge the episodes right away
Intro and outro
Decide on your music
Start with clarity around what your message is going to be and the end result you want your listeners to receive.
One way to learn what people want is to do market research. Be sure you serve your listeners well. This also helps you gain the voice of the customer.
Remember, it isn’t about you. It’s about how you serve and help others. Get out of the way and let God shine through you and work through you.
Then there’s the tech strategies you need to start a podcast
A few things to know about when you want to begin a podcast are. Simple is best.
There are more than 5 million podcasts and 620 million blogs. So from a visibility perspective, there is no comparison. And of the 5 million podcasts, a significant number of them aren’t live. The podcast market is not yet crowded. If you feel the calling to start a podcast, now is the time.
Podcasting is also a great opportunity for SEO. Audio words on a podcast are searchable so you increase your visibility dramatically.
Podcasting and mental health
Another benefit of podcasting and sharing your story, you are improving your mental health. Your mental health and well-being can be improved when you share your story. And at the same time, you are supporting and helping others.
God’s hand is always in our story. As a podcast host, we get to bring more glory to God. It’s very humbling to have the gift to do that.
About Wren Robbins
Since 2016, Wren has planned, produced, and promoted hundreds of episodes interviewing online influencers, business owners, authors, and speakers. As a former schoolteacher, she uses her God-given skills of teaching in a thorough and strategic way so that you can use your podcast to make money in your business.
She loves helping business owners launch their podcasts with a strategy for business growth with creative and easy-to-follow coaching.
When you complicate the business growth process and spend too much time on social media, you won’t get results.
The real reason you aren’t getting results is that you have complicated the business growth process by listening to and investing in too many coaches, programs, and courses and are now confused. Confusion breeds confusion which decreases confidence. Social media is killing your business because it is a distraction and lends to more confusion and doubt, which leads to procrastination. Instead of social media, use the power of SEO.
Success Without Social Webinar Recap
The real reason you aren’t getting results
Why social media is killing your business and how to turn it around ASAP
Key long-term strategies that most business owners ignore – but will get you a lifetime of limitless earning potential.
You feel like you’re spinning in circles while trying to grow your business. It may be the result of investing in multiple coaches, programs, and courses only to achieve minimal results – to not reach your goals.
I hear this frustration all the time!
And none of that is necessary. Yes, growing a successful business can be challenging, but it doesn’t have to feel impossible.
That’s why I created my Purpose to Results™ – Success Without Social – the only proven one-stop business growth program without social media.
I’ve spent the past 22+ years growing businesses of my own. I’ve done all the research, hired the coaches, taken the courses, and what I’ve discovered is that simplicity wins every time, and you don’t have to do it all to get the results you want. This is why I became a Christian Business Coach who helps Christian small business owners who are impact-driven and service-based. The world needs you and I want to help your soulmate clients find you.
The real reason you aren’t getting results – you’re complicating it
You’re complicating things.
Have you seen something online, bought it, tried it, and then waited for the results that were promised but they never came?
That’s just one of the problems with consuming too much content, grasping for straws, and trying to do what the “experts” say to do, to buy what they say to buy.
Nothing is one size fits all.
Your business is customized to you, and you should have a customized approach to growing it.
Consuming causes confusion.
Confusion reduces confidence.
A lack of confidence stimulates a lack of belief in what’s possible for you, your business, and your clients.
The more you consume and invest in what doesn’t work, the less you believe in yourself, your purpose, and your soulmate clients.
The reason you aren’t getting results – Belief
Your beliefs influence your thoughts.
Your thoughts influence your emotions and feelings.
Your emotions and feelings influence your choices and behaviors – the decisions you make and the actions you take.
From the top down, your beliefs influence your outcomes. This is true whether you’re a $50K or a $1M business.
If you’ve been trying to do everything you read when consuming content, you will feel like you’re spinning in circles – in a race against time.
What everyone else is doing isn’t necessarily right for you and your business.
Another reason online courses are complicating your business – there is no accountability. All too often people invest in them, start them, and don’t finish them or can’t figure out how to strategically apply them to their business.
No customization. No accountability.
If you want to get results, you must discern
The key to discerning what’s right for your business is intimately getting to know your soulmate clients.
What are their pain points?
They are desperately seeking a solution for something – what is it that only you can provide in the way you can provide it?
You must differentiate yourself
Why are you unique?
Why should people hire you?
What is your why – people want to know why more than how.
But how is still very important – people need to understand that how you do what you do works and the reasons why it works.
Instead of spending time-consuming and doing what other people are telling you to do –
start with differentiating yourself and getting super clear on the pain points of your soulmate clients.
What they need you to help them with and
WHY they buy.
The real reason you aren’t getting results – Blending In
If you do and say what everyone else does and says – you will blend in – no one will see you as the expert they need. You do not need to be a million-dollar business or influencer to create and implement a visibility strategy.
These exercises are at the core of the Purpose to Results™ Success Without Social Business Growth Program.
The real reason you aren’t getting results – Social Media is killing your business
Why social media is killing your business and how to turn it around ASAP.
Social media is time-consuming.
Social media influences your beliefs about yourself and the actions you take.
Social media costs time, energy, and money.
It results in comparison, it results in imposter syndrome, it results in procrastination.
Even if you go on social for personal use – downtime scrolling – you are influencing your neuropathways.
And worse – you will still see suggested content – so business content.
Time and energy are currency.
If social media is decreasing your level of positive energy and resulting in time being wasted scrolling in an attempt to learn what you should do next in your business – you are losing money.
Social media is risky.
You don’t own the platforms.
They can crash and burn, and you can lose all your followers and the content you’ve worked hard to create.
Stop focusing on content for social media and create evergreen content for your own platforms.
Social content may be prone to bias, especially when it comes to tech and tools. You don’t need multiple systems and tools – when you invest in multiple systems and tools, you overcomplicate your business.
Instead, implement systems and processes to simplify and automate your business which helps with customer service, client retention, and referrals.
Instead of relying on social media – use the power of SEO and get ranked on Google
When you focus your efforts on your website and lean on it as part of the foundation of your business – you can be found anywhere at any time and are not dependent on an algorithm that is designed to support paid advertisers.
I teach and simplify SEO strategies, copywriting, and blogging in the Purpose to Results™ Success without Social Business Growth Program.
Facts about using social media versus Google
What you may not realize is that people go to social media to gather information. They go to Google when they are ready to buy – when they are ready to invest in a solution.
In addition, people are more likely to purchase from someone who is ranked by Google – people are 92% more likely to click on and buy from the top-ranked sites.
You want to be found on Google to become visible as an expert and to demonstrate your authority in your niche.
When ranked on Google, people automatically trust you more.
Key long-term strategies that most business owners ignore – but will get you a lifetime of limitless earning potential.
Social media does not equate to digital marketing.
Content marketing – evergreen is best because of the power of SEO
Social content has a short lifespan (reference Meg Casebolt)
TikTok 5 minutes,
Facebook 5 hours,
IG 24 to 48 hours (1/2 in first 18 hours),
LI 30 hours,
YouTube 20 days,
Pinterest 4 months
Blog 1.9 years
If you want results, don’t overlook the power of SEO
Many people overlook the power of SEO, but it is how the most successful businesses have grown to the level of success they’ve achieved.
Email marketing. Relationship building. Grow your community and keep them on your platform – You can reach them any time to stay front-of-mind. This increases your referral opportunities as well as helps with client retention.
Pinterest marketing. Pinterest is not a DIY site. It is a search engine and a powerful tool for driving traffic to your website.
In addition, PR and speaking are incredible ways to increase visibility and grow your authority.
Podcasting – either your own or guesting – enduring content – showcases your authority.
I teach and emphasize these strategies in the Sucess Without Social Mastermind Business Growth Program so that you can take advantage of the power of SEO strategies and get ranked on Google without having to be on social media.
Can you prove that you are the one someone should hire or buy from?
There is certain content that will prove you’re the one to hire. You have the opportunity to craft messages in your copy and content that will prove you’re the one to hire or buy from. When you focus on these 5 claims in your content, people will understand you are the one to work with.
Telling stories is part of the content that will differentiate you so that your soulmate clients understand why you are the one to work with. If you aren’t resonating with them, you won’t prove that you are the one they should hire.
The 5 Claims you need in your content to connect with your soulmate client
Convenience – prove that working with you is convenient and fast, that you are easy to work with and compatible with them.
Comparability – measuring yourself up against other solutions or competitors.
Commitment – dedicated to them, employees, or a cause.
Connection – you know your customers and they know you will be there for them.
Confidence – you want customers to know that you deliver what you say you will deliver.
Examples of the 5 claims to include in your content to prove you’re the one to hire
Claims come in the form of mottos, taglines, social media posts, email copy, and website copy. Referring to these claims will help you create content that will prove you’re the one to hire.
Convenience
Think of affordability and examples are Payless or Dollar Tree. Location is another one. For example, Visa claims “we are everywhere you want to be”. An example of speed is Dominoes, they used to say that if the pizza was delivered in a certain amount of time, it would be free.
Comparability
Addressing how you’ll solve the problem and comparing yourself with a competitor. Or, making it clear that you don’t solve the problem the person is looking for. If you don’t, you aren’t compatible with their need. Quality is an example in this category. Think of Energizer, the battery that keeps on going. Or Timex, takes a licking and keeps on ticking. Gillette is another example, the best a man can get. The claim could be around quality or longevity. But it’s typically how you measure up to the competition.
Commitment
Patagonia is a great example of commitment. Their messaging includes their values and how important the environment is to them. Examples are paying attention to the environment, using green practices, and giving back to various causes. Your message may not always be tied to the product, but more about the company values and how you give back. Company commitment is key for purchasing decisions, especially with younger generations. Commitment is tied to identity, so it is important to follow through with what you say your values are and what you are going to do. If you are making value-based claims, provide enough information to prove you are as committed to them as you say they are.
Connection
This is the more human side of making claims to prove yourself. You’re a name, not a number. For example, Olive Garden says, “When you are here you are family”. These claims are usually around your understanding of the depth of your relationship with your clients. Another example is when you go into a local restaurant, and you see that they are sponsoring community sports teams. This is key for a service-based business. Deep connections and ongoing relationships help drive referrals.
Confidence
This is a catch-all and can feel like comparability. It also has something to do with comparability. For example, in business for 40 years, showing awards or rankings. These signal third-party recognition. Testimonials are also key in showing how pleased people are with you and demonstrating your competence. What are the key things that your audience is considering when making decisions?
The content to create and the stories to tell to prove you’re the one to hire or buy from
Use stories to create content that will prove you’re the one to hire.
Corroboration
Corroborating evidence – finding other people to say what you would normally say. For example, don’t take my word for it, listen to them. Testimonials fall into this category as do case studies, other experts, or client success stories. You can sprinkle this content throughout your own content. Doing a book review is another way to show corroborating evidence. The same with having a podcast and showcasing guests who have the same philosophy you have.
Demonstration
Here, you are not saying take my word for it, show it. This message is more like, We’ll let you experience this for yourself. Your audience will see what you are claiming yourself. How can you show them and let them conclude what you want them to think or know? Another example here is showing companies you’ve worked with or results you’ve produced. Ultimately, you are showing the proof instead of only saying it. Demonstration helps people trust you because they feel like the decision is theirs, not yours.
Education
This is especially important for the first time someone is working with you. They may have a knowledge gap, you know more than them and they may feel anxious about the situation and experience. Another example is when the CEO is purchasing something for engineers or other team members to use. The CEO may not have the knowledge of the end user, so you want to educate them and provide the information they need to make a well-informed decision. Think about key terms, Here is what to ask, help them feel comfortable with the information and process. For coaches, an onboarding guide may be an example. You are educating and helping to eliminate fears or apprehensions. Educating on the process helps build trust. This will help everyone feel more confident and comfortable with moving forward. Knowing your client’s pain points is key to educating and informing well.
CTAs
Always include a CTA (call to action) in your content to guide your community on the steps you want them to take.
About Melanie
Melanie has always been focused on learning other people’s stories. She began her career as a journalist, where she told the stories of other people. Melanie realized that the same skill set is important in marketing. It is important to understand what clients want, and what others need, and translate success stories into content that will educate ideal clients. Melanie has worked at the New York Times and Time Incorporated to tell stories and grow brands.
If you want to effectively market your business, create a unique personal brand.
The truth is, every effective marketing strategy begins with a unique personal brand. The reason is, you must control the perception others have of you. And that means you must differentiate yourself to build trust and stand out.
Do I need a personal brand to create an effective marketing strategy?
A question I often hear from both service and product-based business owners is, do I need a personal brand to market my business? If you’ve asked this question, you can be assured that the answer is a resounding yes.
What is your personal brand?
Your personal brand is what other people think, say, and feel about you. It’s the perception they have of you when you walk in a room, when they see you online, or when they consume your content.
Branding encompasses your personal brand and how you communicate what differentiates you from all others in your area of expertise (niche). Your brand identity; color palette, typography, and visual presence, help you become recognizable and memorable. But your personal brand is what makes you recognizable, memorable, and shareable.
The answer to the question, “Do I need a personal brand” is, therefore, not related to creating brand assets. Brand assets will not solely differentiate you from all others in your niche. They may help you stand out when your soulmate clients are scrolling. However, they will not build the emotional connection that differentiating yourself as a personal brand will. Throw your personality into it!
Additional resources for creating your unique personal brand
Since every effective marketing strategy begins with a unique personal brand, it’s important to know as much as possible about creating your unique personal brand. Go back to episode 248 of The Robyn Graham Show for more on content creation to differentiate yourself. In addition, episode 205 for more details on creating a unique personal brand.
Now you’re ready to create an effective marketing strategy
Once you establish your personal brand, you’re ready to begin marketing your business. Marketing is communicating what differentiates you from all others in your area of expertise. When you create your personal brand, you are identifying all of the things that differentiate you. If you doubt you are unique, make a list of all of your experiences, good and not-so-good, and how they’ve led you right to where you are today. Doing so will help you market yourself as an expert.
Every effective marketing strategy begins with your who, what, when, where, and how
To create an effective marketing strategy map out your who, what, when, where, and how. Let’s break them down.
Who is your soulmate client? In addition, who are you? Both are significant when creating an effective marketing strategy. If you don’t know what differentiates you you can’t effectively communicate with your soulmate clients to tell them about why they should hire you. Likewise, if you don’t know your soulmate client, you won’t be speaking to those people who need your expertise and will want to hire you.
What are your soulmate clients’ major pain points that you can help resolve? Can you define what keeps them up at night? What are they thinking about when doing the dishes or getting dressed that they cannot solve themselves? But you can and in a unique way. In addition, what platforms are they using to search for the information they need to get the results they want? What platforms are you creating content for? Is there an overlap? What changes do you need to make to reach your soulmate clients? Lastly, what is your price point for your offer or program?
When are you available to serve your clients? Elaborate on when they need you most and when you learned how to provide the solution they need. Likewise, when have you experienced their pain points yourself? Even more importantly, when and how did you overcome them?
Where in your journey have you experienced what your soulmate clients are experiencing now – the beginning of your journey or more recently? Where do you serve your clients, in person, online, locally, or internationally? In addition, where will you market to your soulmate clients? Where are they researching to find the solution to their problem(s)? For example, if you are an entrepreneur who doesn’t want to be on social media, where will you share information, on your blog, via email marketing? This is where SEO will become a key component of your effective marketing strategy.
How do you help your soulmate clients get the results they crave? Do you have a proven method or system? Likewise, how do you do what you do? Elaborate on your background, skill sets, education, certifications, awards, life experiences, and mistakes you’ve learned from, etc. that help you help others. In addition, testimonials help elaborate on how you’ve helped others get their desired results.
Yes, you need a personal brand and an effective marketing strategy.
So, if you are still asking if you need a personal brand, the answer is yes. And even if you are a product-based business, you need a personal brand that will be the foundation of an effective marketing strategy, including your who, what, when, where, why, and how.
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