Candice (00:00.32)

If you want a six figure business in the wedding industry, then you need a six figure marketing strategy. But what does the six figure marketing strategy actually look like and how can you create a marketing strategy and stick to it? Let's talk about it. You're here to grow a business, but not just any kind of business. You want to grow a profitable business with purpose, a business where you wake up every single day driven.

to serve your customers and make a difference in your own life. I'm Candace Coppola, published author, business coach, and your guide to building a profitable business with purpose. Join me here every single week as we explore how to build and grow your business with purpose. Get ready to dig in and have meaningful conversations about the strategies and techniques that will help you build your dream business. This

is the power in purpose.

Candice (01:02.936)

Hey there friends, welcome back to the Power and Purpose Podcast. It's me, your host Candice. And this episode is all about how you can create a marketing plan for your business, how you can both create a six -figure marketing plan and also create a plan that you can stick to. This was a topic idea that was sent to me by one of our amazing listeners. Occasionally I pull you guys and ask you, what do you want to hear from me on the podcast? What can I talk about? What can I teach you? And this was one of those topics that we've had

banked for a while and I thought, you know, I think it's time for us to bring this forward. I think there's a lot we can talk about, especially this time of year where we can support you in creating a sustainable six -figure marketing strategy. So that's what we're talking about today. And if you're like most of the women that I coach, then you are no stranger to making plans and setting goals. It's kind of in your DNA.

But putting them into action and actually staying on track can be tough without a support system. Doing business alone sucks. And I'm so glad that we have this podcast where we can connect and other ways that we can connect. going at this alone without a team, without a coach, without a marketing expert in your business can make marketing feel really difficult. And it can almost be impossible to create and stick

to a marketing plan without a support system. Now, if you've been in business for any length of time, chances are you've probably sat down and tried to make a million different marketing plans. And you just always seem to get stuck in a few different areas. I also think that so many entrepreneurs in the wedding industry just don't know what goes into a marketing plan. Like what should you be writing down? What should you be conceptualizing? What should you be strategizing?

And the marketing plans that I see out in the wild are something like this. Maybe you've scheduled out Instagram content for the month and you're thinking that's your marketing plan. Or maybe you got a surge of creativity and you wrote out a few blog posts, you batch worked some work. You were feeling really inspired, but you haven't updated your blog in years.

Candice (03:23.794)

Maybe you've been sat down and hashed out some semblance of a plan, but you never feel like it's working or you write a plan or you put some thoughts on paper, but you never go back to it. You kind of slip back into old routines or old ways of doing things. All of these different marketing strategies or semblance of a marketing strategy are normal, quite frankly, is what a lot of people do.

For most people, it doesn't work because it's missing a lot of key ingredients that a marketing strategy needs to have in order to be successful. And so I see you because believe it or not, I was you. And today I really want to help you get out of this feast or famine cycle with marketing. I want to help you feel like a real

Boss bitch with your marketing strategy, understanding what the vision is for your marketing and reverse engineering a strategy to get you towards your end goals. I also want to peel back the layers of what a six figure marketing plan looks like because engagement season is right around the corner. And believe it or not, you need to be thinking about that season of heavy marketing,

of your new set of clients, they're becoming engaged, they're becoming aware that they need to book your services. You need to start thinking about fall and winter marketing now. And you're run up into engagement season now, laying the framework and even planting seeds for hopefully a great harvest this engagement season. I also want to note that the strategies I'm going to teach you in today's episode are the exact

strategies. The women in my mastermind, Wedding Pro Insiders, work on each quarter. Every quarter, we come together as a group and we create a six -figure marketing strategy for the next 90 days. It's been such a game changer for the women I coach for a few reasons, which I'll share as we go through the episode. I think those reasons will reveal themselves.

Candice (05:42.434)

But what I'm sharing with you today is the exact formula and strategy that the women in my mastermind work on with me and each other every single quarter to create a six figure marketing strategy. So let's begin our episode with my philosophy on marketing. You've heard me say this before, but I feel like you could use a refresher. So first things first, when we talk about marketing and the definition of marketing, I want you to know.

that marketing is simply sharing your message so that it reaches and attracts the right people. That is all marketing is. It's sharing your message out there in the world so that it reaches and attracts and connects with the right people who need to hire you or buy your product or service. That's all marketing is. Now on that premise, let's build a plan.

that helps you share your message so that it reaches and attracts the right people. I also want you to know that a six -figure sales goal requires a six -figure marketing plan. Let me repeat that. A six -figure sales goal requires a six -figure marketing plan. Let's spell this out. If you want to make $200 ,000, you need to ask yourself if you have a $200 ,000 marketing plan.

When we put it into this kind of perspective and we look at it through this lens, I think it helps us understand that we need to come at our marketing with a little more strategy. We need to take it a little more seriously and we need to put into it what we expect to extract from it. Marketing is out of the grand scheme of business, marketing and sales,

are one of the two most important roles you play in your business. And if you're not in a position right now to have a marketing team helping you out with Instagram and blogging and Pinterest and doing all the things, then this rests on your shoulders. And I need you to get serious about marketing and to take it seriously, because if you want to make $200 ,000 in sales over the next 12 months, then you need to have a $200 ,000 marketing strategy. It's really that simple. So please

Candice (08:09.07)

take this into consideration and really think about the marketing you're doing right now and ask yourself, am I putting out in the world a marketing strategy that's going to attract and generate this amount of revenue? The likelihood is your answer will be no. I mean, there's always work to do, right? There's always room for improvement, but the likelihood is no. So if you want to make $200 ,000, you need to ask yourself if you have a marketing plan that's going to generate that revenue.

No more horsing around, no more posting and ghosting, no more excuses. You need to get up off your bullshit and take this seriously. Your business deserves that. Next, a six -figure marketing strategy plans for the future, but it has some room to play. So as you set out on this journey to create a marketing strategy, I want you to think about your marketing plan

in 90 -day chunks. We're looking forward into the future over the next 90 days, but we also want to give ourselves a little bit of room to pivot, to play around if our goals change, if our financial goals change. If we notice a really trending topic or something hot going on right now, we have permission to try and to switch things up while still planning for the future. Now, I love working in 90 -day intervals.

This is something we do in my mastermind and it's something that I've just ingratiated into the women I coach is to business plan in 90 day increments. And the reason why I love this, and I learned this from Michael Hyatt, so I'll give credit where it is absolutely due. It's short enough where you don't feel like you're locked down to ideas. You sometimes we plan at the beginning of the year, we have all these big goals and it just, we can feel pigeonholed to those goals mid -year, like we don't have a lot of room to switch up.

90 days is short. gives you a chance to not feel like you're locked into something for the long haul where you can't pivot or you're locked in for an eternity. But it's also long enough where you can actually make real progress. mean, a lot can happen over 90 days. And so for the purpose of this episode and for the purpose of your six -figure marketing strategy, I need you to think about marketing in 90 -day chunks, okay?

Candice (10:30.478)

So you are actually starting your marketing strategy right now on this episode for, you're listening to it relatively live for Q4 of 2024, you're listening to this episode and you're planning ahead for the next 90 days, Q4, the beginning of engagement season fall, and where traditionally we have really great booking rates in the wedding industry.

Now a six figure marketing strategy is going to look backwards before it moves forwards. And this is where we really begin to get into the strategy component of what is inside a six figure marketing strategy. So up until this point, I've shared with you what marketing is, and I've told you that your marketing strategy needs to match your sales goal and that the strategy should be 90 days long.

And so up to this point, we've laid some framework here and I want us to look backwards before we move forwards with what your strategy is going to be, what you're going to do, your to -dos, your tasks, your marketing campaigns. You need a jumping off point. And without a jumping off point, we can largely stay stuck and not get things done. The blank page definitely gets in the way. So in order for us to have a jumping off point for your...

new marketing strategy, we need to take a look at past efforts. And this is where I want you to sit down and really think about how your marketing plan went over the last 90 days, if you had one. What went well in the previous quarter? What didn't work so well in the last quarter? Engie, our sponsor for today's episode, can really help you also get through this jumping off point. Because if you're an Engie user,

You can link your data and statistics for marketing in Engie. You can measure your KPIs. You can take a look at some of your past campaigns. And so this can really help you in the future, go back and look through your marketing plans and see what worked and what didn't. But if you don't have any of this information at your disposal, then this is simply just going through some of your metrics, whether that's Instagram, it's your blog, it's Google.

Candice (12:42.792)

and understanding what your traffic looked like, what your engagement looked like, but also going through your sales and understanding how many leads you generated, how those leads converted down your pipelines. And once you can start to understand some of these numbers, then you can really look forwards and create a plan based on past information and past behavior, because a good indication of the future is the past.

And if we want to switch things up and change things up, we do need to kind of get a baseline or benchmark that we want to build off of. So a six figure marketing strategy always looks backwards to move forwards and it takes inventory of how the last quarter went. I want you to think about what went well, what didn't go so well, what some of your metrics were, and you can decide what those metrics and KPIs that you want to track are, but I largely suggest tracking your website traffic, your Instagram engagement.

If you're using email marketing, how that has gone for you, your open rates, your click through rates, your subscriber growth. If you're doing any advertising, any of that data. If you're using Pinterest, that data and SEO traffic, what blog posts are performing, which ones aren't. All of this information is going to give you insight and data so that you can base your marketing strategy on facts rather than just your feelings.

And what I love about NG is it's also gonna help you understand all of this through its amazing KPI system where it just literally pulls all this data for you, puts it into graphs and charts. It's really cool and it's so much easier to understand than if you open up Google Analytics, which by the way is...

very difficult to understand. Now, once you've looked backwards and once you've examined what worked well for you, what didn't work well, what posts performed well, what blog posts performed well, but even like how your mood was, your consistency strategy overall, once you have done that, then it's time for us to think about goals for the future and for this next upcoming run of 90 days. And so a six figure marketing

Candice (14:54.382)

plan knows what its goals are and who it's targeting. You can't create a plan for what you don't know. And this is where you sit down and you think about who you're targeting with your marketing strategy and what your goals are with this strategy. So before we can even start thinking about a marketing campaign, we need to set your goals. And only you

have access to this information because they're your goals and this is your business. The first question to ask yourself as you create your marketing strategy is what are your business goals for this quarter and maybe even reviewing your overall goals for the year to see what you had set out to do at the beginning of this year and what you should be focused on in the quarter. Now I'll say a little caveat here. It's okay if your goals continue to remain the same quarter over quarter.

It means that you don't have to make giant shifts and you're heading in the right direction. We do this marketing workshop every quarter in my mastermind and the women, are not blowing things up every quarter starting from scratch. In fact, a lot of the time they're reusing most of their marketing strategy, but making tweaks and modifications based on the marketing reports I deliver.

every Monday inside the group and some of the things we've been discussing, the strategies we want to test, the shifts in sales in the marketplace. So all of that to say, you need to understand what your business goals are this quarter, including what your sales goals are. Remember I said, your marketing strategy needs to match the sales goals that you have set for yourself. If you've never set sales goals, this is a great time to do that. How much do you want to make in sales?

over the next 90 days. Set a goal. This is so exciting. I love sales goals. We set them all the time in my mastermind. I set them for my business every quarter as well. And so if you set a sales goal to generate 160K in the next 90 days, which is an advantageous goal, for many of you, your goal over the next 90 days might be a 30K sales goal or a 50K sales goal or a 100K sales goal, all of which

Candice (17:09.326)

are very fantastic sales goals to have. Your marketing strategy has to meet that sales goal. But I also want you to think not just about your business goals, not just about your sales goals, but what are some of your overarching goals for your marketing this quarter in general? You should have goals and targets for your marketing so that you can build a strategy that hits those goals and targets. Now, some common marketing strategy goals would be

engagement season marketing, making sure, and that's what we're focused on, at least as an example in this episode because it's coming up so soon. So some goals with engagement season marketing would be to share your message so that it attracts and reaches the right people. It would be brand awareness. So building that brand awareness over the next 90 days as new couples get engaged, you want them to be aware of your brand.

Another goal might be to accelerate the know, like, and trust factor. We've done a few episodes on this topic. So if it's unfamiliar to you, circle back and listen. You can also just Google it and get a read for what this means. But to take somebody quickly through knowing you, liking you, and trusting you enough to reach out or to hire you, another marketing goal would be to stay top of mind.

And so if a vendor has a recommendation for a photographer, they think of you. If a venue is sending out his preferred vendor list, you're the top planner on the list. If a couple that you served in the past or one that inquired but didn't book has a friend who's just engaged and they say, you have to hire this calligrapher, you are staying top of mind. Another common goal is to move someone to take the action you want. Your marketing

helping them to take the action the marketing was designed to do. So book a call with you, follow you on Instagram, get on your email list, hire you, refer to you. Another common goal is to align yourself with others. So you know that one of the most powerful ways to grow your business, if you've taken my course, The Client Cocktail, is to seek out vendors who are already working with your ideal customer. So aligning yourself with others.

Candice (19:22.446)

is sort of hitching your horse to someone else's business and customer base with the hopes that that relationship will help to bring you the right customers. Other goals can be to sell a certain product very heavily over the next 90 days or a certain service. You may want to get booked.

to add a certain venue that you've always dreamed of working or work at a certain destination. You may have goals to develop certain vendor relationships or to get featured in a specific publication or just get featured overall. There are so many opportunities with marketing goals. These are just a few and some of the goals I think you should consider. But do you notice that in none of these goals that I say increase your following by a hundred people?

to increase your engagement by X, Y, and Z. None of those vanity marketing metrics made their way into this plan yet outside of just taking inventory of your KPIs. And that's because they don't really matter in the grand scheme of this marketing strategy.

What matters more is that you understand what the end goal can do for your business. And I think what matters more is understanding that you want your marketing strategy, let's say, to build brand awareness, helping people who don't know about you discover you. And if you understand that that's a primary goal, then you're going to take the actions to make that goal happen. You're going to do things that help build brand awareness.

And that's really all you need to focus on. And overdoing that, you'll increase your traffic, you will increase your followers, you will increase your engagement rate. I those things will naturally start to increase. If we focus on some of those vanity metrics and things that an influencer or someone whose job it is to be on Instagram, if you focus on those things for your business, you are getting sidetracked.

Candice (21:22.328)

from your real mission, which is to help your customers and to connect with them. So hopefully you're understanding where I'm going with this strategy and you're understanding the importance goals place and how your goals really shouldn't be some of those vanity metrics and figures that you've probably heard about in the past. Now your marketing plan going forward has to reflect your goals, okay? You cannot see the future without vision.

and you cannot get there without a plan. So your marketing plan has to reflect your goals. We have a vision for the future of what we want. Now we're gonna build a plan to make those goals a reality. Next, a six figure marketing plan knows that your mindset is going to get in the way. So it prepares for your bullshit in advance. This is real talk.

and probably not something you'll see on a lot of marketing strategy podcasts, but it's the truth. You know that you likely are the reason why your marketing strategy isn't working or why things don't get done as consistently. And so you need to prepare for your bullshit in advance by acknowledging what you're going to do this quarter to hit your goals and what needs to change. How are you going to stop

being your own worst enemy in your marketing and what is going to change so that you can hit your goals. And this is different for all of us, although I think many of us kind of suffer from the same mindset BS. And then we have at least, you know, common ground in that we have imposter syndrome. We don't want to seem salesy. We have a fear of putting ourselves out there. You know, these are all mindset things that get in the way of you.

fully embracing your marketing and your business and hitting the six figures that you want to hit. And so as a part of your marketing strategy, you need to prepare for your bullshit and you need to prepare for it in advance by acknowledging what stands in your way and coming up with a plan to get through it in spite of whatever mindset challenges, time challenges, staffing challenges,

Candice (23:41.794)

hours in the day challenges that exist. Today's episode is all about how you can create a marketing strategy. And I want to share with you a tool that will help you create a marketing strategy in minutes. Meet Engie. Engie is one of my favorite new marketing softwares that helps wedding pros like you create a marketing strategy in minutes.

All you have to do is play a game of 20 questions with Engie. I promise they're easy to answer. And in a matter of minutes, you'll have the marketing strategy that you've been looking for. Engie was built for wedding pros by you, by somebody who has a lot of experience building marketing strategies for wedding industry professionals. And it's the easiest way to create a marketing strategy using all the techniques that I'll teach you today. A strategy that you'll actually stick to.

If you want to learn more about Engie and all its incredible capabilities, go to CandaceCoppola .com slash Engie. That's E -N -J -I to learn more. And if you sign up for Engie, you'll receive a 15 % discount. Engie makes it so easy to create a marketing plan in minutes. Check it out. A six figure marketing plan.

is also diverse and it understands that lead generation and nurturing those leads comes from more than one place. So we've done quite a bit of work to get to this point and it's time for us to decide where we want to use our voice and raise awareness about our brand and where we want to put our time and attention in our marketing. So you need to pick the platforms that you want to focus on and

There are on occasion in some instances and in some strategies, it makes sense to go all in on one marketing strategy. But these days, the more that things change and they change quick, they change often. I did a whole podcast episode on one marketing channel many years ago, and that is no longer as relevant as a omnipresent multi -channel marketing strategy, especially if you want to hit the six figure mark.

Candice (25:58.218)

you need to think about how you're going to diversify your marketing across multiple platforms. Now the Holy Trinity for in my personal opinion is social media, SEO and networking. For wedding pros, this is typically where you sort of need to be in some capacity. Social media really helps to bring customers. It helps to build relationships. It also helps to affirm and nurture.

SEO is where a lot of people can find you. You can solve a lot of your sales problems by having some great SEO. And networking is critical in the industry because we're relationship driven. So that's the Holy Trinity. But we do have a fun friend in the mix. I would be remiss not to mention email marketing since I just did eight episodes on it. Which by the way, I jumped right into this topic. I didn't even get a chance to.

Thank you guys for such a great, great series. Thanks for tuning in. Thanks for all your questions. Thanks for all your emails. Thanks for joining our incredible challenge. We had over 200 people registered for our challenge. was really great. It was so fun to connect with you all. So just a little side note, but our fun friend has entered the chat in the Holy Trinity and that fun friend is email marketing, but there are plenty of ideas for you to include here for pla

platforms. And this is largely based on where you have built a bit of an audience or where you desire to build an audience. And so we're talking Instagram, TikTok, Pinterest, blogging, PR, so public relations getting featured in places, networking, YouTube, a podcast, your podcast, someone else's podcast, email marketing, Facebook group marketing, bridal shows, advertising. And the list continues depending on your industry. And we can kind of get into some niche

marketing channels. Your job at this stage is to pick your marketing channel, your marketing channels, I should say, to focus on with priority placed on the channels that your ideal client is using to seek out their vendors. You appeal to a unique group of people based on what they're looking for for their wedding, and you need to prioritize the marketing channels your ideal client is using

Candice (28:11.906)

to get information and inspiration. For some of you, for many of you, that will not be YouTube, but for some of you, it might be. And so if you haven't done any of this research to understand where your ICA is getting their information, how they're finding their vendors, you need to think about that a little bit, go back through your inquiries, look at where your best inquiries came from. That's a good indication on what you should spend some time focusing on. But there could be opportunities that you're missing.

that you would really excel at or that could really break open your brand and business if you just added that marketing channel to the mix. Because let's be honest, a six -figure marketing plan is diverse and it understands that lead generation and nurturing those leads comes from more than one place. Most people cannot just market on Instagram and grow a successful business long term. We're to pick our marketing channels.

And then we're going to assign each channel a role in your marketing strategy, almost like you'd assign a new employee a role. What is it doing for you? What is the purpose of this channel and how does it get to your end goal? So for instance, if one of our end goals was to build brand awareness, then I would link that goal up with our marketing channel, perhaps Instagram. Instagram is a great place to build brand awareness. And I would see my

role on Instagram as simply building brand awareness. Now, a six -figure marketing plan has strong calls to action. As you link up your goals to your platforms and marketing channels that you want to use over the next 90 days, you also need to think of some strong calls to action. What action do you want your lead, your prospect, your potential couple to take as a result of your marketing campaigns?

what are you selling? Do you want them to book a call? Do you want them to follow you on Instagram? Do you want them to jump on your email list where we can nurture the heck out of them and they'll book one of your famous services? What do we want people to do and what are you selling? I think this is especially important if you sell multiple things to get really specific on what you want to focus on in the next upcoming quarter. So for instance, if you're a planner,

Candice (30:40.11)

and you sell, you have three standard packages, right? You go from full service all the way down to your month of or event management. And let's say for the next 90 days, you want to go hard on full service, then your calls to action need to help guide someone who's looking for a full service planner to book you. So you need to have some strong calls to action. Think about what you will say and what you want people to do, but also think about what they need

from you to take that action. What do you want your prospect to do as a result of your marketing? And what do they need from you to take that action? If we want them to book a consultation call, then they need to know that they can do that. And they need to know why they should book a call, what services you offer, and how those services will help to improve the planning.

process? What action do you want them to take and what action do they need from you? A six -figure marketing plan understands what's going on in the lives of its customers. So if you feel like you never know what to say on Instagram or you're not sure what to write a blog post about, this is your golden ticket. I want you to

think about what your ICA is currently experiencing in their wedding planning process right now or in the quarter, the fourth quarter, that you are doing a marketing plan for. What are they experiencing right now? What are they searching for? What problems are they having? What do they want instead?

A six -figure marketing strategy understands what's going on in the lives of its customers right now. And so your content, your messaging, the tips and tricks you post, the inspiration you post, what you blog about, the seasonal content you share is all geared towards what people are experiencing in the planning process right now.

Candice (32:58.082)

And if you can get in a good cadence of understanding what your customer experiences during certain phases of the year, you are gonna make marketing so easy for yourself because you can repurpose a lot of what you share in the fall, in the spring, in the summer, and in the winter, because one of the most underrated great things about being in the wedding industry is that our clients

start and stop this process in a cycle. They get engaged, then they start planning their wedding, then the wedding happens, then they go on with their lives, but a whole new set of incredible clients become problem aware and get engaged and need to start planning their wedding again. And so this makes it so easy to have cyclical marketing strategies that pay attention to what is happening in the lives of your customers right.

now. So think, what are they experiencing? What are they searching for? What problems are they having? And what do they want instead? Now, after we have answered all these questions and we've gone through all of what I've shared, it's time for you to commit to a couple of things. You need to decide on a cadence and frequency that makes sense for you, and you need to commit to it. OK? This is something that Engie can really help with.

because you have a social media calendar and a marketing to -do list all in one place. So not only can Engie build out a strategy for you, if you play 20 questions with it, answer is 20 questions, it'll build out an intelligent marketing strategy for you, but it can also help you navigate your to -dos, your posting frequency, you can actually use it to post. So it is such a great, great tool. I love it and I love it for wedding pros. So you need to decide on a cadence and frequency.

for each channel, how much time you intend to spend in each place, and be realistic about how much time it's going to take you. Once you understand that, here's the game changer. You need to put aside time to get this done. If you are just flying by the seat of your pants and you're succeeding, don't change a thing. It sounds like you're doing great.

Candice (35:19.758)

But if you feel like you are constantly behind the ball, failing at marketing, you need to actually make time to market. One of the things that I do inside my mastermind is I have gone live for five years every Monday to talk about marketing and to talk about marketing strategy, what I'm seeing. And what the women have started to do over the years is use that marketing live at 9 .30 every Monday morning.

to use that live as a springboard for them to then dig into their marketing strategy for that week, to review their plans, to see what needs to change, or to use it to set aside time to get their marketing done. So once you understand how much time it's going to take, you understand your posting frequency, now it's time for you to actually create the content that you can in advance and put aside time to execute your plan. If it doesn't hit your calendar, it does not get done.

and you need to treat your marketing the same way that you treat a consultation. When somebody books a consult with you and there is a potential to exchange money, you are excited and you are there. You are ready, you are dressed, at least from the waist up, if you are video chatting with people, and you are ready to make that sale. I need you to bring that same energy to getting your marketing plan together.

Now outside of scheduling time, I think it's also really helpful to have some reoccurring themes and content buckets to make it easier and feel more cohesive. Content buckets are just simply themes that you use to help guide you on what content you should be sharing. So we actually create a marketing strategy for wedding planners inside the Planners Playbook, my community for wedding planners every single month. And I deliver four content buckets based on what's going on currently.

that month with their ideal clients, what couples are facing and how they may decide to hire a wedding planner, what might attract them to that. you know, typical content buckets are like behind the scenes, inspiration versus reality, before and afters, real weddings, tips and tricks. Those are all great content buckets. You don't need to invent some crazy ass content bucket. In fact, it's probably best to just stick with what you see people doing.

Candice (37:42.974)

over and over again, that's familiar, but you're to put your own voice, your own spin on it, and you're going to customize it to suit your unique clients. But content buckets and themes can really help you take the guesswork out of what you should be sharing. And you can even assign them to certain days of the week so you have cadence, consistency, and stability. Like you're not trying to reinvent the wheel every single day. I also don't want you to forget

anything going on in your personal life that you think is worthy of sharing. If it's on your calendar already, then it may make sense to share on social media at the very least. So if you have a family vacation, a trip, a networking event, something you're planning or attending, a styled shoot, I mean, there are so many things that we do on a daily basis that really do, they may have not very little to do with business, but they have a lot to do with know, like, and trust and accelerating that.

connecting people to you. If you'd like to hear more about my philosophy on personal marketing and sharing more about your real life to help connect with clients, let me know. And we can definitely do a podcast episode on that. But I also want you to take a look at your calendar and ask yourself, what do I have coming up that also I can build some content around or work into my strategy? Now, if you are going to go hard on this, which I hope you are, I want you to

Think of two things. I need you to do two things. So if you're all in on this, you're like, I am picking up what you're putting down, Candace. Like, I am in this. I'm going to go hard. I'm going to make Q4 the quarter where I really put my energy behind my marketing. Good. I need you to do two things. First, I need you to plan for a gradual increase. Nothing spells failure than October 1st.

You haven't posted on Instagram for four months. You were literally hanging on by a thread after engagement season and now you show up and you think that you're suddenly gonna transform yourself into a person who is like all in on their marketing. I've never, I've actually yet to see it happen. If this actually has happened and you've had success, please DM me. But honestly, you need to start preparing for how you're gonna ramp things up, okay?

Candice (40:03.662)

So if you really haven't been focused on your marketing, I need you to pick one thing to focus on and really dial into that and start to ramp things up so that when Q4 or the next quarter arrives, you have already set the cadence. Like you're already there. Now it's time for us to just put a little more gas in the tank. With that said, I also want you to look at your calendar and consider some batch content days where...

you can really sit down and create content, whether it's creating Instagram content, writing blog posts, but even like thinking through on -camera reels or on -camera content so that you have this all ready to go on the days where you don't feel like sharing anything or on the days where you're just hormonal and not interested.

So batch working your content can really help you, especially if you have a few things in the bank that you can bring forward on days where you just can't follow the strategy. And for me, that happens every single month, I have to be honest. Now, I don't want you to wait until next quarter if you fall off the wagon. So this is where my business coach hat really comes on. And I wanna speak to you directly about this.

because I am guilty of this and I see this happen occasionally. When you fall off the wagon on something, you're either all or nothing. So you're either in it or if you miss one day or you fall off the wagon on your marketing, then you blow the whole thing up. You basically hide under the covers and we don't see you until you get a burst of energy or until you need money. I do not

want that to happen. If you have a bad day, you have a bad day. If you have a bad week, you have a bad week. You need to acknowledge it. You need to forgive yourself for it. You need to see if there's anything you can do to make adjustments, and you need to get back on the marketing wagon. So if you fall off, that's all right. Cry about it. Dust yourself off. Grab yourself a cocktail. Hopefully you fell off in front of a bar or on a beach.

Candice (42:20.238)

Hopefully, you fell off in Barbados so we can actually like hang out. But do yourself a favor, dust your ass off, get off your own bullshit, and get back on the wagon and get back to the program and the plan. We all have hard days. We all fall off the wagon, but don't use this as an excuse to completely quit and to say, I'll do that next quarter. I hear a lot of, I'll do that next quarter. I'll do that next month. A lot of defer and delay.

And I would love to have a longer conversation about that. So let me know if that's something you'd like to hear about from me too. All right. So let's wrap up this episode on your six figure marketing strategy. I have literally walked you through everything that a six figure marketing strategy has. Let's recap. First things first, marketing is simply sharing your message so that it reaches and attracts the right people. A six figure marketing strategy understands that. Next, if you have a six figure sales goal,

then it requires a six figure marketing plan. So if you want to make $200 ,000 in the next 12 months, you need to ask yourself, do I have a $200 ,000 marketing plan? And am I doing $200 ,000 worth of marketing? What you want out of it, you need to put into it. Next, a marketing plan is a strategy for the future with room to play. This is why I suggest 90 day chunks.

It's just short enough where you can play around and have some room to play, but also get things done. A six -figure marketing strategy looks backwards to move forwards. So in order for you to cast a vision for the future, you need to take inventory of the current situation in the past 90 days. A six -figure marketing plan knows what its goals are and who it's targeting. You need goals for your marketing and you need to know

who that marketing is trying to attract. Your marketing plan has to reflect your goals. A six figure marketing plan knows your mindset. It knows you girl, knows all your stuff and what is going to get in the way of you executing the plan. And so it prepares for your bullshit in advance, get real about what gets in the way.

Candice (44:38.006)

A six -figure marketing plan is diverse and it understands that lead generation and nurturing comes from more than one place. Pick your platforms. A six -figure marketing plan has strong calls to action. What do you want people to do and what do they need from you to do it? A six -figure marketing plan understands what's going on in the lives of its customers. I'm recording this episode because I know you're burnt out with marketing. I know what's going on in your life right now.

And I know that come Q4, you were gonna be like, what the fuck do I do? And I'm gonna say, listen to this episode, girl, I got you. A six figure marketing plan understands what's going on in the lives of its customers and it creates content and connection points to suit. So you have your strategy now, or at least a formula for creating your strategy. Come back to this episode as many times as you need to. And if you want more help with your marketing,

I want you to go check out Engie. It's an amazing software that can take the guesswork out of your marketing strategy by giving you one and also holding you accountable. And if you want even more support with your marketing strategy, definitely check out my mastermind for women in the wedding industry, weddingproinsiders .com. You can learn all about the mastermind, sign up for the wait list and receive an invitation from me to apply if I think you're the right.

Let's work on your marketing together, me and you. Let's figure out a strategy. I know it feels like marketing is getting harder and harder, but if you take the time to walk through these steps and create a marketing plan that you can actually stick to, it's going to get a lot easier. One of my most favorite quotes comes from a previous guest on the show, Jerisha Hawk. She said, don't be disappointed by the results you didn't get from the work you did not do.

It's a really good reminder that as business owners, we get rewarded by taking action. All right, friend, I want to thank you so much for listening to today's episode of the Power and Purpose Podcast. And I want to thank Engie for being our sponsor for today's episode. All the details of today's episode are in the show notes. Go to CandaceCoppola .com slash Engie to learn more and also go to weddingproinsiders .com to learn more about my mastermind. All right, friend, thanks for being here. I want to remind you.

Candice (47:06.304)

As always, there's so much power in your purpose. I'll see you next time. Thanks so much for tuning in to this week's episode of the Power and Purpose Podcast. If you enjoyed the show, be sure to subscribe so you never miss an episode and consider leaving a review. Head over to powerinpurposepodcast .com to access all of the resources and links mentioned in today's episode. That's powerinpurposepodcast .com.

I'll see you next time.