Unlock the secrets to a robust marketing strategy and the fine art of networking as I join forces with the remarkable Anne Laffin from Finn Marketing on Digital Journey.

Anne brings a treasure trove of insights, equipping startups with an understanding that a marketing strategy isn't just nice to have—it's your roadmap to success.

Imagine your efforts as ice cream: without the right container, it's just a messy puddle. We dissect how aligning strategy with business goals, understanding your audience, and choosing the right social media platform can be the vessel that keeps your marketing deliciously intact.

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Read the Blog Post: The Entrepreneur's Guide to Effective Marketing and Authentic Networking

A Marketing Strategy is Like an Ice Cream Container

Let's say you wanted to have some ice cream.

You're either going to eat it out of a bowl or, I suppose the container, but either way it is in some vessel that keeps it contained.

You usually wouldn't just dump it onto the counter and just eat it on the counter. It melts everywhere, it makes a mess.

It doesn't really look like ice cream anymore.

If you don't have a strategy for your marketing, that's kind of the situation you find yourself in-where everything is just sort of a mess.

Maybe it doesn't really even look like marketing anymore, because there's nothing to hold it together. The strategy provides that frame for all your tactics to be built upon.

The Marketing Strategy is a North Star

I find that it's easy to get distracted.

Yes, it's easy to look at the shiny things and suddenly the strategy gets really blown out of proportion, particularly when there's not a lot of resources.

It's focusing on that North Star and keeping your tactics and plan feasible and honest.

What's the overall business goal? What's the North star?

I start there, and then the marketing strategy should feed into how we're going to accomplish that business goal.

Personality is Key When Messaging

Messaging needs needs to also be done strategically.

I get really frustrated when I get just these blanket cold outreach that have nothing to do with me that are clearly automated.

I get it, I understand why they're happening, but I don't even respond. I just kind of glaze over. No effect on me.

If you're going to message people, whether that's through the feed or directly, make sure there's a reason for your outreach.

And more often than not my best connections have occurred when I'm just asking for a chat, like it has nothing to do with selling, it has nothing to do with trying, it's just about connection and networking.

I find again that these channels are made for being social.

Yes, there is a time and a place to highlight your product, highlight your service, but messaging is a vital part of the strategy when done properly.

About Anne Laffin

Anne Laffin is a marketing problem solver, strategist and content creator who helps entrepreneurs and founders grow and amplify the inspiring work that they bring to the world. She has a 20 year marketing career working with various companies, large and small, including startups in the market research, tech, financial service and animal health industries. In 2020, Anne started FinMarketing, a marketing consultancy for early stage startups.

• Anne Laffins's Website: www.finmarketing.com

• Anne Laffin on Social Media: LinkedIn