Tools for your Marketing Campaign: Part 2

Zooming in on your “Who”
Who do you want to reach with your marketing? “Everyone!” We believe you– but an effective marketing campaign is filled with purpose on every front. When it comes to people, each of your campaigns should be like a camera zooming in on one or two faces. Others will be caught in the frame, but the focus is on getting a perfect snapshot of the audience that corresponds with your goals.

Based on your marketing goals, your target audience might be an unreached potential market, consumers from a target region, your favorite customers, or another specific representation.

No matter your target audience, your next goal is to know them well. And to know them well, you need to ask questions. Talk with real members of your target group. For breadth, give a survey; for depth, conduct interviews. Gain solid data, including your audience’s demographics, passions, and, most importantly, their problems. What are their pain points, and how can you solve them?

The Tool: Buyer Persona
HubSpot’s Stephen Higgins defines a buyer persona as a “semi-fictional representation of your ideal customer, based on market research and real data about your existing customers.”

Like calculating an average from a list of numbers reveals a representative number, creating a buyer persona based on your consumer data manifests a representative character. From the data you’ve gained about your target audience, create one or two fictional, representative people toward whom all your media outreach will be slated.

Each character should account for the data that you gained through actual interaction with your target audience, including representative name, income level, personal life, motivations, passions, and problems. From there, it’s all about how you can use your media outreach to connect with your audience and provide them with value.

When you’re making decisions on media for your campaign, pretend your buyer persona is over your shoulder. Ask yourself: “how would Annie, my buyer persona, respond to this? Why is it valuable to her? How can I make it more accessible to her? Which of her problems does this solve?” Have a conversation with your buyer persona and see where it goes. Non-marketers will call you crazy, but we know that the tighter you are with your buyer
personas, the more focused and effective your media outreach will be.

Establish your “why” and your “who,” with some robust buyer personas, and you’re ready to plan and produce media that fits snugly into your target niche.


By Keech Media | Written By Michael Finnern

Tools for your Marketing Campaign: Part 1

Tools for your Marketing Campaign

Part 1: Defining your goals

In our Fundamentals series, we discovered that establishing your marketing homestead involves your goals, your website, your media outreach, and your strategy. In this series, we’re diving deeper into furnishing each area within your marketing homestead with specific, documented answers to key marketing questions. We’ll start by equating that process with a term that’s a little less wild-west: planning your marketing campaign.

According to’s Small Business Encyclopedia, a marketing campaign is a specific, defined series of activities used in marketing a new or changed product or service, or in using new marketing channels and methods. (emphasis ours)

Planning a marketing campaign involves focused answers to fundamental questions: why you’re marketing, who your audience is, what your message is, and where and when you’ll reach out. In order to help you plan your marketing campaigns, we’re excited to present effective tools and tips for addressing each part of the process.

Specific goals help to define success
As we mentioned in part one of our Four Fundamentals series, when it comes to building your marketing campaign, defining the “why” behind your marketing efforts is first priority. It specifies your goals, which, in turn, clarifies what success looks like for each particular campaign. Every campaign that you build must have a specific goal—or set of goals—at its foundation. But how do you define your goals?

The Tool: Check out step 1 of Content Marketing Institute’s workbook: Launch Your Own Content Marketing Program. It provides catalysts for defining your needs and strengths, including questions like the following:

– Are you a start-up that needs to gain awareness in the marketplace?
– Are you having difficulties distinguishing your business from your competition?
– Do you get lots of leads, but have trouble “closing the deal”?

Contact us for face-to- face help in finding the gaps in your sales funnel, specifying marketing goals that fit your needs, and leveraging your unique strengths to achieve results.

In the next post, we’ll explore how to define your target audience—finding the “who” behind your specific marketing goals.


By Keech Media | Written By Michael Finnern

The Four Fundamentals of Sustainable Marketing: Part 4

The Four Fundamentals of Sustainable Marketing

Part Four: Roofing and Renovating

First, we introduced the marketing landscape. Then, we talked about the foundation of it all—your website—and gave some examples of good pillars to form your framework. Let’s explore how the last marketing fundamental complements your homestead and sets you up for constant renovation.


Secure your Rooftop—Fundamental #4
A solid foundation and consistent framework of inbound marketing “pillars” is an excellent start to marketing outreach, and it will put you ahead of many competitors. A step further, however, is finding ways to synthesize your individual “pillars” to form a marketing strategy.

“Marketing strategy?” You might be saying, “That’s way beyond my budget.” But not so! If you’ve already been thinking intentionally about which marketing “pillars” work best for you, you’ve already begun your marketing strategy. From there, consider how your “pillars” relate to each other. Do they compliment each other or compete with each other? Do they work together to provide a smooth path to your website? How can they connect even more seamlessly and reach out to different consumers in various situations? How can you eliminate distractions?

In future posts, we’ll explore specific applications for marketing strategy. This post is focused on first things first—when you’ve intentionally chosen your marketing landscape, established an excellent foundation, and assembled a purposeful framework, you’re already equipped to cap your marketing homestead with a strategy that ties it all together.

Consider how your media works together and record your observations and ideas on paper. With that, you’ll have the raw materials to implement a tangible plan. With some research and perhaps a little help, you can keep it going into a fully measurable and ongoing analysis that, like any other business plan, helps you make informed decisions, measure your Return On Investment, and manage change.

Start Renovating and Scan the Horizon
In the marketing landscape, your homestead is always evolving. No matter how robust your foundation, framework, or rooftop, they will require maintenance and occasional remodels. But the reward for establishing these elements properly is marketing that works day-and- night for you.

Choose your land intentionally and build right the first time. You’ll find your efforts multiplied drastically through new leads, brand awareness, customer loyalty, search engine visibility, and much more. While those who cut corners are busy keeping their marketing media from collapsing, you’ll be scanning the marketing landscape, looking for your next development.


By Keech Media | Written By Michael Finnern

The Four Fundamentals of Sustainable Marketing: Part 3

The Four Fundamentals of Sustainable Marketing

Part Three: Defining and Designing

After selecting your marketing land and establishing your foundation, it’s time to define and design your marketing framework—the media “pillars” that will support your outreach and attract consumers to your website.

Design your Framework—Fundamental #3
Almost always, the marketing outreach that forms your framework will be categorized as inbound marketing. Inbound marketing involves providing content that is valuable to consumers. Through videos, blogs, social media, podcasts, and countless other outlets, you can create media that, through the Internet, is working day-and- night on behalf of your business to raise awareness and promote relationship. You’re drawing people to your website by giving them value, rather than relying solely on a sales-pitch or an ad.

The way you design and build your marketing framework is a lot like designing a physical home—your choices depend on your end goals and your resources. It’s your marketing homestead; build the framework that fits your business, and remodel as your goals and resources evolve. Consider just a few examples, below.

Relevant, dynamic, artistic, and concise—excellent for inspiring consumers to pursue you further. For an example of a production that informs and inspires, check out this promo for Woodbury clothing boutique, Sisu.

Written content

Clear, informative, essential for search engines, and flexible—written content can be as comprehensive a blog or as brief as a catchy caption. You’ll need both in order to connect with consumers. Make it attractive to search engines, comprehensive, and easy to navigate.

Social Media
Personable, current, adaptable, and interactive—social media channels like Facebook, Twitter, Instagram and others provide an atmosphere for consumers and businesses to bond. It’s about connecting with consumers on an even more personal level and cultivating conversation that is relevant to your target audience. When built correctly, your social media will create a measured following of consumers who are eager to encounter your personality as well as your promotions, new products, announcements, and more. Check out MyWoodburyMN on Facebook to see an example of how social media can establish an excellent marketing “pillar,” giving your business a platform to cultivate conversation.

Just like a physical homestead, the design of your marketing framework will always be open to remodeling. In order to pursue the right developments, however, you need to view your “pillars” as united under one roof. In part four, we’ll explore how your marketing strategy is the rooftop over your homestead. We’ll also explain why starting your rooftop doesn’t have to be as intimidating as it sounds.

By Keech Media | Written By Michael Finnern

The Four Fundamentals of Sustainable Marketing: Part 2

The Four Fundamentals of Sustainable Marketing

Part Two: Beginning Construction

In part one of the Four Fundamentals series, we defined marketing as a limitless endeavor. We likened the pursuit of sustainable marketing to building a pioneer’s homestead. We outlined four essential elements that are central to constructing your homestead in the marketing landscape: selecting your land, forming your foundation, designing your framework, and positioning your roof. Then, we explored the first element: choosing your land—or, defining the “why,” and the specific goals, behind your marketing effort.

Once you’ve chosen your land, it’s time to start building. But before you start reaching out to consumers, it’s indispensible that you…

Establish your Foundation—Fundamental #2
No matter how impressive or creative your marketing, its value evaporates if it doesn’t draw people to a destination or action. In this digital age, the foundational destination is your website. It’s the central point of reference to which the vast majority of your outreach should lead. It’s the central hub through which consumers find out more about you, contact you, join your social community, explore your value, purchase your products, and more.

We’ll soon touch on various kinds of marketing outreach. But founding a marketing effort upon anything other than a robust website is like hosting a house-warming party in an un-built house. Your consumers need a home. Give them the perfect atmosphere for every need and every occasion.

Speaking of the perfect atmosphere—resist the temptation to build your website using a free or low cost do-it- yourself web template. Templates are quick and easy, but they fall short when it comes to long-term sustainability and maintenance, search engine appeal, load time, and other foundational elements that make a custom-built website a worthy investment.

As you move on to your framework, remember to refocus on your “why,” and build accordingly. Different businesses will have different frameworks. Beneath all the variety, however, is one uniting factor: every marketing homestead needs a foundation—a dependable, attractive, optimized website.

Your land is well chosen and your foundation sets your stage for quality outreach. In part three, we’ll talk about designing a framework that diversifies you and sets you up to connect with your market.


By Keech Media | Written By Michael Finnern 

The Four Fundamentals of Sustainable Marketing: Part 1

The Four Fundamentals of Sustainable Marketing

Part One: Exploring the marketing landscape

Possibilities and purposes for marketing are virtually endless, and their exploration is a lifelong endeavor. With so much to explore, the marketing landscape can be intimidating.

Especially for smaller businesses, the marketing effort is a lot like a pioneer’s homestead. Unsettled landscape lies before you, and it’s often hard to know where to start. However, like a homestead’s foundation, framework, and rooftop, there are certain items and elements that are vital to life in the marketing landscape.

In this four-part series, we’ll share four critical steps involved with establishing a sustainable marketing homestead: selecting your land, forming your foundation, designing your framework, and positioning your roof.

Choose your land and stake your claim—Fundamental #1
Before you start building, you need to choose your plot of land. When it comes to staking a claim in the marketing landscape, we’re talking about the “why” behind your marketing efforts. The “how” comes once you’ve defined what you want from your marketing. We offer a complimentary online marketing analysis to help you assess where you are and where you want to go in the marketing landscape. As fuel for thought, consider questions like these:

What are your products or services? Why do consumers need or want them?

What is your story, and why do consumers want to connect with you?

Why do you want to connect with consumers? What is your objective? More customers? Loyal/repeat customers? More conversation surrounding your business? A greater online presence, or perhaps greater awareness in a certain
region? All of the above, or something else? Make your goals measurable.

What are your resources? Funds are important, but think beyond just dollars. Who do you know? What’s useful about your physical or online location? What else makes you unique? What are your strengths?

Once you know the goals behind your marketing, don’t be afraid to revise them as the need arises.

We know you’re excited to put wheels behind your motives and start reaching out. But before you start your outreach, your consumers need a place to land. In the next post, we’ll talk about the foundation 
of your marketing.


By Keech Media | Written By Michael Finnern