The 420 Challenge
Happy 420! If you're in the cannabis space, that probably means this is one of your biggest sales days of the year.
Alas, most of us in this community are not and we do worry about losing beverage customers to cannabis, but that's a whole other conversation for a different day.
Today I want to give you some homework. Normally I try my best to take things off your plate, but not this time.
I want you to commit to taking the 420 Marketing Challenge with me for the next 80 days.
You're probably thinking, what the hell is this Julie? Did you just make it up?
Yes, I absolutely made this up.
But I seriously want you to consider challenging yourself with this exercise and then touch base with me in about 4 months to let me know how things are going.
The goal is for you to improve your social media marketing and build more brand awareness!
The challenge: commit to posting on your social media channels at least 4 times per week or at least 20 times per month for the next 4 months.
Get it? 420 - 4 times per week or 20 times per month for 4 months
How do I know this will improve your social media presence? Because consistency and engagement help leverage social media network algorithms, which gets more eyeballs on your brand.
Batch planning your social media content also helps remove decision fatigue from your content creation process and leads to better-quality posts.
Speaking of better-quality posts...what does that actually mean?
That means you're serving your fans brand value and not just brand noise.
To avoid the noise, the majority (not all) of your posts should answer 4 vital questions:
Who are you?
What do you do?
How do I buy it?
What's my next step?
Who: usually this comes in the form of your logo or just a statement of your business name
What you do: talk about what you are offering - a new product release, an event, etc.
Purchase: you have a business license, we are in the business of selling our liquid, and you have to be comfortable with asking for the sale - tell me where to find your products or where your taproom is
Next Steps: what do I do with your post? Give me a call to action - click here to buy XYZ, visit our website (with a link) to buy merch, subscribe to our email community (not a newsletter please), etc.
Brand awareness is all about memorization.
Repetition feeds memorization.
In order for fans to remember your brand at their point of purchase, you need to build brand awareness.
A consistent social media presence builds brand awareness and encourages engagement.
Hoping that I just connected the dots for how marketing does in fact lead to sales.
So on this 20th day of the 4th month of the year, I double dog dare you to take the 420 Marketing Challenge and see how your social media promotion improves.
Curious how to measure your results? You should be in my group coaching program or registered for one of my online courses! We just got through tackling and understanding marketing metrics. Find more info about how to join HERE
But here's a freebie - watch your follower growth and engagement rates on Insights
More to come next week about how you can sync up with me at the Craft Brewers Conference in Nashville on May 7-10.
Make today profitable!
(blog post originally published in April 2023)