This is Part 2 of our series of the Tertiary Colors of the Color Wheel Marketing Plan ™. Part one is here.
Yellow-orange: Your one-to-many referral strategies
Let’s talk about the yellow-orange segment on your marketing color wheel: it is about building strategic partnerships. These are different from the referral relationships we discussed in the red-orange section. One way these tactics are distinct is that they often occur virtually rather than in person. Remember that yellow is about knowing your unique brilliance. When it comes to building strategic partnerships, your partners will want to know what makes you special. Why should they partner with you?
Some of the strategies for connecting with either referral partners or strategic partners are the same. For example, sharing core values and an ideal client profile are important to building great strategic partnerships.
There are three types of virtual strategic partnerships that I want to address in this post:
- Creating connections with other creative entrepreneurs who serve the same audience you do and co-creating a virtual event such as a webinar or teleseminar. This might also include being invited to speak to someone else’s specific audience or participate in a telesummit. The idea here is to increase your exposure to your specific audience by connecting with people who are also targeting the same audience.
- The second type of strategic partnership is to create an affiliate marketing plan. Affiliate marketing is where you invite other people to promote your products, and they get a percentage of what they sell. It also works in reverse—you find a product that you love and are willing to promote to your audience through an e-mail marketing campaign and/or a social media campaign. When done well, affiliate marketing is a win-win for both parties. The trick is to do business only with people you know, like, and trust.
- Finally, the third type of strategic partnership is also called a joint-venture partnership. If you wonder how all the seven-figure business owners are making so much money online, this is how! These are reciprocal relationships where two parties agree to promote each other’s products. This is a very simple definition of a complex process. I would encourage you to start small by connecting with others in your industry and inviting people into strategic alliances where you are co-promoting each other’s work. It’s a powerful strategy if you have a virtual business and are selling info products, home-study programs, or coaching programs. This is not a strategy that will work for every business.
The goal of yellow-orange is to put relationships in place that help you increase your exposure to many of your ideal clients so that the leads are pouring in rather than merely trickling in.
Here are some questions to ask yourself about strategic relationships and your marketing plan:
- How are you using these strategies currently in your business?
- If you are not using these strategies, how might they work in your industry?
- Do these strategies make you go, “Huh? I don’t get it”?
- Are you scared to reach out and talk to other entrepreneurs?
As you build out your personal Color Wheel Marketing Plan™, it’s inevitable that some doubts, fears, and questions will arise. Right now, take a deep breath and remember we are in the planning phase. Anything is possible at this point, so just have fun dreaming about having a steady flow of clients from your existing relationships and current clients.
It’s time to pull out the paints, colors, or crayons and start playing with your marketing plan again! What yellow-orange tactics will you add to your color wheel? Keep adding colors and concepts, ideas and tactics to your color wheel as you go. Commit to implementing one new or familiar tactic at a time.
Yellow-green: You and social media
I personally love this segment of the color wheel, but I have to be careful not to spend too much time and effort here. Remember that the primary colors for creating yellow-green are yellow and blue. You can use social media to share your unique brilliance by showing what problems you solve and the results you have created. You can also use social media to share educational content that established you as the perfect expert for solving certain problems.
Social media may seem like an unknown entity or like a rabbit hole into which people frequently disappear, not to be seen for hours at a time. I know I have been guilty of getting lost in Pinterest; following one fantastic pin after another is much like following a trail of bright, shiny ideas. The dialogue in my head goes something like this: “Ooh, I could do that. Must save that recipe to try later. Ha! That cute kitty picture made me laugh out loud—must show Maggie. … Now, what was I looking for?” Does this sound familiar?
Perhaps you enjoy social networking sites for personal use, but you haven’t attempted to use social media as a strategy for growing your business. As a creative entrepreneur you might find using your social networking sites for marketing offensive, worrisome, or overwhelming. Are you thinking right now that all your friends on Facebook will unfriend you if you start trying to sell them something? Remember that our aim with the Color Wheel is to create a marketing plan that makes you magnetically attractive! Social networking sites create opportunities for us to share, connect, and exchange ideas, inspiration, and—yes!—offers to help!
Four things to know about using social media as part of your marketing strategy.
First, you need to understand that social media is a slow-growth strategy, not a quick way to attract cash. The best use of social media is to build relationships and to create a tribe of followers who know, like, and trust you.
Second, social media is an excellent way to connect with your ideal clients, but the focus must be on nurturing relationships with your specific audience. One way to do this is to solve some of their problems in real time by answering questions, sharing your best tips, or giving away free content.
Third, social media is just like Meetup: people tend to follow one or two sites, not all of them. You don’t need to have a presence on every social media site in existence. Pick the ones you enjoy and where your clients are spending time. An inactive Facebook page or Twitter account will not show you as an expert.
Finally, you have to create a consistent presence to get noticed. This means that posting, tweeting, and sharing have to become part of your weekly marketing activities. You can automate this process using tools like Hootsuite or hiring a virtual assistant to disseminate your content, but you still need to personally engage and connect with your followers.
Next Social Media Steps
I want to encourage you to pick one social networking site to begin promoting your business. Already using social media? Are you spending time on the right site? Remember that your social media strategy should flow from the center of your color wheel. The purpose of social media as a marketing tactic is threefold:
- Establish you as an expert by sharing content that is educational and/or inspirational
- Make sure you are getting exposure with your ideal clients
- Showcase the specific problems you solve for those clients
What’s it going to be? Facebook? Twitter? Pinterest? LinkedIn? Grab your color wheel and add your yellow-green segment. What do you need to do or learn next to be successful on your chosen social media platform?