I once paid a social media manager a lot of money and never had a single client tell me they found us on Instagram, so this year we shifted that budget somewhere I can actually track every conversion. Today I'm wrapping up my four-part strategic planning series with the marketing section, the part of the plan most of us write with the best intentions and then let fall off the table the second things get busy. I walk through the exact questions I use to measure online visibility, local visibility, and customer satisfaction, plus why I believe marketing without a plan just doesn't get done. I also share why our client surveys are always anonymous, and the simple reason that matters for getting the truth. If you've been marketing your service-based business without measuring any of it, this episode gives you the questions to finally start.
In this episode:
- Why I paid a social media manager real money and never saw a single client say they found us on Instagram
- The three questions I use to measure visibility... online, local, and conversions
- Why Google Ads became more valuable to my marketing than social media, because I can actually see what converts
- Why anonymous surveys are the only way you'll ever get the honest truth from your clients
- Why marketing without a plan just doesn't get done... and how this ties together the whole four-part strategic planning series
Take Action:
Identify one challenge you're having with marketing in your business right now, then pick one question from this episode to help you come up with a way to solve it for next year.
Resources from this episode:
- Annual Strategic Planning Workbook/Template
- The Perils of Bad Strategy (McKinsey)
- Episode 21: Strategic Planning 101
- Episode 22: The Financial Planning Every CEO Needs To Do Every Year
- Episode 23: Operations Planning
- Well Women Business Assessment
- Well Women Business CEO Reset Retreat — Costa Rica, January 15–19, 2027 (application only, spots limited)
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