Four Essential Strategies for Women in Business: A Guide to High-Converting Branding, Marketing, Sales, and Client Experience

As a woman in business, you already know that creating a successful brand takes more than just a pretty logo or a catchy tagline. It requires a well-planned strategy that takes into account your target audience, competition, and overall business goals. It requires you to have clear messaging so you know how to position your brand when marketing it. It also requires an effective marketing strategy can help you reach your ideal customers and clients, while a well-crafted sales strategy can help you close more deals. Finally, a great client experience can ensure that your customers become repeat buyers and help you grow your business.

I will be honest, the first few years of my business, I focused mainly on branding and the overall client experience. This isn’t a terrible thing because my clients did the marketing for me, bringing in consistent referrals and new leads for years to come. However, as my business began to shift into a new direction I could no longer rely on those referrals. In fact, my services had shifted so much that some of the referrals I was getting were no longer a great fit for my business. 

This brought awareness to the fact that I didn’t have a solid marketing and sales strategy in place. Since my branding and client experience was on point, this gave me the space to focus more on marketing and sales to create a well-oiled business that fosters current clients and consistently brings in new clients in a few different ways. 

If I would have had all four key strategies in place for my business, I could have possibly avoided a Belated Season in my business. Because of the lack of strategies I had, I had to go back to the drawing board with a few things, and I experienced a season in business that was really uncomfortable and stressful due to low income. After all, being a full-time entrepreneur isn’t all glitz and glamour, we do have bills to pay. 

But at the same time, I am super grateful, because my trials, errors, and mistakes make room for me to share my experiences with you in hopes that you won’t make some of the same mistakes as me. Or maybe I can help you get to your Budding Season sooner than later.

Here are the four key strategies you need to outline for your business:

Branding Strategy

Your branding strategy is the foundation of your business. It defines who you are, what you stand for, and how you plan to serve your community. Your brand should be consistent across all platforms and touchpoints, from your website and social media to your marketing materials and customer interactions.

To develop a successful branding strategy, start by identifying your target audience and understanding their needs and preferences. Not just the basic demographics, but dive into their psychographics. This is going to help with addressing their painpoints through your marketing material.

Then, create a unique value proposition that sets you apart from your competitors. What sets you apart from other brands? What makes your brand unique? What’s the story behind your brand? Finally, define your brand personality, voice, and visual identity, including your logo, color scheme, typography, and imagery. 

As you can see, your visual brand identity comes at the END of your branding strategy. I see so many entrepreneurs starting with their visual branding, and this is a huge mistake because as they gain experience and clarity, they actually end up changing it. Can someone say, money kind of wasted?”

Marketing Strategy

Once you have a strong brand in place, you can start building a marketing strategy that resonates with your audience and drives conversions. Your marketing strategy should include both online and offline tactics. This can include avenues such as such as social media marketing, email marketing, content marketing, SEO (Search Engine Optimization), advertising, events, and PR.

When shifting in business, it’s important to test things out. Don’t be afraid to do market research, and learn as much as you can about your community.

Also, review call recordings from past clients and applications, comments, and questions from past leads. This is going to give you insight on why your audience comes to you, giving you more insight on how to create unique content that resonates with your community and provokes action. 

To create a successful marketing strategy, start by defining your goals and metrics for success. Then, research your target audience and their behaviors, interests, and pain points. Finally, develop a messaging framework and content plan that aligns with your brand and resonates with your audience.

Sales Strategy

Your sales strategy is the engine that drives revenue for your business. It should be a well-planned, repeatable process that takes your potential customers from awareness to purchase. A great sales strategy should include lead generation, qualification, nurturing, closing, and post-sale follow-up.

This part can be a little overwhelming because not only are there many moving parts, but it requires you to get out there, talk about your services, and actually sell your products and services. Who knew sales was an actual strategy?! 

Despite me not having a sales strategy in place, I was able to pull from years of sales experience prior to starting my business. No, it wasn’t the exact same because I worked for much larger companies, but ultimately it required me to meet my leads where they were, connect with them on a personal level, and not be afraid to ask for the sale. When it comes to sales, we have to get out of our comfort zone and ask for the sale. 

To develop a successful sales strategy, start by defining your ideal customer profile and identifying their current challenges and struggles. You’ll want to outline how your products or services addresses those concerns, and how it gets them to their ultimate goal. From there, you’ll want to outline the key stages in your sales funnel. Then, create a process for each stage, including scripts, templates, and tools. Finally, measure your performance, track results, and optimize your strategy based on your results.

Client Experience Strategy

Your client experience is the final piece of the puzzle. It's the way your customers perceive your business and the level of satisfaction they feel after interacting with you. A great client experience can lead to repeat business, referrals, and positive reviews.

I can’t share enough how much referrals have been a huge building block for my business. Without referrals, I would not have been able to generate multiple six-figures in revenue. Happy clients not only bring more business, but they also help you learn what is unique about your business and where things can be improved. By understanding why they came to you and what they were struggling with at that time, you can go back and refine your unique value proposition.

To create a great client experience, start by mapping out your customer/client journey and identifying the key touchpoints. What kind of experience do you want to create for them? What softwares or resources are needed to carry out this vision? Then, define your service standards and create a system for delivering a consistent, high-quality experience. Finally, measure your customer satisfaction and use feedback to improve your processes and communication. 

You have a unique perspective and experience that can help you create a brand and marketing strategy that resonates with your audience and reflects your uniqueness. By outlining these four key strategies - branding, marketing, sales, and client experience - you can create a solid foundation for your business and set yourself up for success. 

Remember to stay focused on your goals, measure your results, and continuously optimize your strategy based on what works best for your business. I’m rooting for you! 🥂