For those of you that don’t know Gary Vaynerchuk, you’re missing out. Gary is the type of guy that when I think about him, I immediately feel guilty because I think I should be doing more with my business. Gary has written great books on how to market and build a brand for both yourself and your business.
I don’t want to go into detail of what Gary recommends (that what the books are for), but if you are a small business owner you should definitely read them. While all of what he writes might not be for you, there are some basic fundamentals that he preaches that I believe are important for any business to be successful.
One task that might be inherent in what Gary writes about is the concept of planning. When I am talking about planning, I am referring to specifically around your marketing. The concept of planning is underlying in all of what he writes and talks about, however, I feel like it is lightly addressed in the books.
I run into a lot of small business owners and am a customer of even more. One thing that is painfully obvious is the complete lack of planning when it comes to most marketing. Many things are haphazardly put together and there is often not a common theme or purpose around any of it. In my opinion, most business owners would greatly benefit from just more planning alone. Whether their message is on point or not (which is important), planning would be a huge leap forward. Planning is also free, it costs business owners nothing in the way of dollars.
At Monkey Bizness, for our individual stores, we have a quick planning tool that we use. We utilize Google Sheets for this tool because the entire team can then have access to the document and edit it in real time. Our sheet has three different tabs: weekly, monthly, and evergreen content. Our Weekly tab is a detailed execution plan of what we will do this week on our different platforms. We actually put on there the copy of what we will post on Facebook, Instagram, Twitter, our blog, and other platforms we utilize. When we do this, it makes the daily execution of the plan simple and less time-consuming.
The Monthly tab has the current and next month on it. We are trying to adapt Gary’s suggestion of pillar content for our stores. What pillar content looks like for Monkey Bizness is probably different than others. However, in general, we have a monthly theme. Using this monthly calendar makes it easy for us to plan out how that theme will be utilized on a daily basis. For instance, our theme this month is the benefits of active play. Each week we have now mapped out the different benefit we will key in on and the content that we need to create for that week. The benefit of this is we are already working on September and we can put together some awesome content now that we have time to do it rather than haphazardly throwing it together.
The last tab is our Evergreen tab. We utilize Twitter where we know that we will be posting content repeatedly. We use this tab to record our best performing content. We actually do this for all of our platforms because even though we won’t repost on Instagram, if something performed well there we may use the concept again on Twitter or Facebook.
While none of this is mind-blowing, it is more planning the most other small businesses do. Imagine how powerful your small business could be with a little planning.
And before I forget, I want to give some links to some great Gary V. resources.
His books can be found at this link.
He published a really cool slide deck around his content model and a real-life example. That can be found at this link.
If you have any questions, feel free to reach out to me.