How to Develop a Marketing Strategy that Actually Works

Welcome back to The Golden Age of Business Blog! Today, we're diving into a challenge many business owners face: Developing a Marketing Strategy That Actually Works. With so much marketing advice out there, it can be hard to know where to start—or how to bring it all together. This post will give you the clarity you need to move forward with confidence.

Whether you're feeling overwhelmed by marketing trends or are unsure of where to begin, this post is for you. We’ll break down a targeted marketing strategy using The Golden Age Framework, helping you:

1. Define Your Target Audience.

2. Craft Your Message.

3. Build Your Strategy.

By the end, you'll have a roadmap to develop a marketing plan that not only works but works for you.

1. Defining Your Target Audience

Your marketing starts with one key question: ‘Who are you marketing to?’ One of the biggest mistakes businesses make is trying to appeal to everyone, which dilutes their message and reduces its effectiveness. You need to understand exactly who your ideal client is—those most likely to pay for and benefit from your services. To make your marketing resonate, it’s crucial to get specific.

Here are some steps to help you define your audience:

• Identify who benefits most from your product or service.

• Consider your current clients—are they the best fit for the value you provide?

• Narrow your focus by asking: What industry or type of client do you deliver the most value to?

  
  

At TLTurner Group, we didn’t always work with law firms. In fact, we spent our early years testing different markets, even working with restaurants. Through trial and error, we realized law firms were the best fit for our services. The moment we honed in on this niche, our marketing efforts became far more effective.

Main insight: Narrow your focus. Who truly benefits most from what you offer? Start by identifying them and speaking directly to their needs.

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2. Crafting Your Message

Once you’ve nailed down your audience, the next step is to craft a message that resonates with them. Your messaging should focus on solving your target audience's specific pain points, showing how your product or service addresses their challenges.

Is your messaging falling flat? It might be because you’re trying to speak to everyone rather than someone specific. Your audience needs to feel like you understand their struggles intimately.

Here’s how you can craft a compelling message:

• Identify their pain points: What problems are keeping them up at night?

• Show them the solution: Position your business as the answer to their specific problems.

• Tailor your language: Speak to them in a way that feels personal and relevant.

  
  

For example, at TLTurner Group, we knew that law firms struggled with stepping out of day-to-day operations to focus on scaling. Our messaging shifted from offering just accounting services to showing law firms how we could help them ‘work on’ their business rather than just ‘in’ it. We became the solution to their scaling problem, and that’s when our marketing gained real traction.

Main insight: Speak to the pain points of your audience. Show them how your business solves their problem and makes their life easier.

3. Building Your Strategy

Now that you’ve defined your audience and refined your message, it’s time to build the strategy. This is where many business owners get lost—jumping into tactics like LinkedIn ads or Facebook campaigns without first creating a cohesive strategy.

Let’s clarify the difference between ‘strategy’ and ‘tactics’:

• Strategy is your big-picture plan that aligns with your long-term business goals.

• Tactics are the specific actions you take to execute the strategy, such as social media campaigns, blog posts, or paid ads.

  
  

Here’s how to build your marketing strategy effectively:

• Start with the big picture: What are your long-term goals, and how can marketing help you achieve them?

• Choose tactics that align with your strategy: Make sure every action you take is part of a cohesive plan.

• Test and adjust: Marketing is dynamic. Keep refining your strategy based on feedback and results.

  
  

At TLTurner Group, we emphasize building a strategy before choosing tactics. Think of it like playing a sport: different teams have different strategies based on the game they’re playing. You can’t rely on the same plays every time. Similarly, you need a strategy tailored to your business and goals before diving into marketing tactics.

Main insight: Start with the big picture—your overall marketing strategy. Then, choose tactics that align with your goals, ensuring that every action moves you closer to success.

Real-Life Example: Trial and Error with Our Audience

In the beginning, it’s common for your clients to pick you. At TLTurner Group, we worked with various industries—including restaurants—because that’s who initially sought us out. However, as we refined our niche, we began picking clients that were the best fit for us, primarily law firms.

It’s important to realize that it’s okay to pivot and release clients when your journey no longer aligns with theirs. Don’t be afraid to focus on the clients who align with your services and can afford your value.

Here are a few key lessons we learned through trial and error:

• It’s okay to pivot: Don’t hesitate to focus on a more specific niche as your business evolves.

• Release clients when needed: If a client’s needs no longer align with your business, it’s better to let them go.

• Focus on value: Make sure the value you are offering truly aligns with what you are asking for and focus on marketing to clients who genuinely recognize and are willing to invest in the value you provide.

  
  

Pro Tip: While it’s tempting to cast a wide net, resist! Focus on clients who are willing to invest in the value you provide. On the flip side, if you really want to meet clients halfway, consider offering different packages that cater to varying budget levels. This strategy allows you to accommodate clients with different needs while still maintaining the true value of your services in each offering. By providing tiered options, you can attract a wider range of clients without sacrificing quality or profitability.

Wrapping Up: Are You Ready to Step into the Golden Age of Marketing?

Developing a marketing strategy doesn’t have to be daunting. By defining your target audience, crafting a compelling message, and building a clear strategy, you’ll set yourself up for long-term success.

At TLTurner Group, we believe in focusing on mutual benefit. Your marketing should add real value and build relationships, not just promote your services. That’s why we offer a Free Niche Finder Template to help you clarify your audience before you spend a dime on marketing. It’s a step-by-step guide designed to save you time and money by giving you clarity.

Ready to start building a strategy that works for you? Download our FREE Niche Finder Workbook and tune into Episode 3 of The Golden AGE of Business podcast for more in-depth strategies to help you elevate your marketing.

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Join the Conversation:Share your thoughts in the comments below! What’s your biggest marketing challenge right now?

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