I have a website, so I need SEO (search engine optimization), right? I’m ready to get booked, so I need to be on Facebook and LinkedIn, right?
If I want to be credible, I better get on the main stage at the next
Are you making marketing decisions based on what you think you
need? Are you choosing a medium or “expert strategy approach”
without clarifying your target market (the masses) or your messaging?
Marketing is a trifecta. Marketing is getting the right messages to
the right masses through the right mediums, so you can make money.
I have clients say to me, “I’ve spent lots of money and time on
Facebook and it didn’t work!” Maybe the medium was right, but
the messages were wrong. Or, potentially they targeted the wrong
masses. If all three M’s aren’t in sync, we aren’t evaluating the success of your marketing, we’re merely evaluating the medium.
This simple three-step exercise will ensure that your marketing
strategy matches your goals.
1. DEFINE YOUR MASSES
Whom can you influence with your expertise? In the speaking world,
you may have a “buying” mass (meeting planner/decision maker) and
a “listening” mass (audience/end user). Consider the geographics,
The 3 M’s ensure the right masses get the
right message through the right mediums
BY MICHELLE McCULLOUGH