255. The No-Nonsense Marketing Plan That Builds Financial Stability - Lindsay LaShell
Listen to this episode
Overview
Meet Lindsay. She's on a mission to help mission-driven orgs achieve financial sustainability and growth through marketing AND she's teaching how to do it with empathy and efficiency. We're unpacking a mini masterclass walking through the essentials needed for your marketing plan, and where to start today.
💡Learn:
Building a marketing plan that's smart, strategic & sustainable
Breakdown of essential marketing assets all orgs need
How to measure and evaluate your marketing
Creating actionable brand pillars
Today’s Guest
Lindsay LaShell, Marketing Activist and Creator of Open Lines
“If you invest in marketing, and you’re smart about it, you absolutely can have results.”
Episode Transcript
Download Full Episode Transcript Here
Episode highlights
Lindsay’s story and journey to where she is today (2:00)
Achieving financial sustainability and growth through marketing (6:00)
What Lindsay has learned from this framework and what has been surprising for clients (12:00)
Where you can start today (17:00)
What Lindsay has learned and how she has re-framed her mindset around marketing (20:00)
Essential marketing assets organizations need and how we use them and use them well (23:00)
Measuring and evaluating your marketing (29:00)
A powerful moment of philanthropy in Lindsay’s life (34:00)
Lindsay’s One Good Thing: Think about what you can give and not what you need. (35:00)
powerful quotes
“I have a tool and it works for everybody.” -Lindsay
“The first column is your audience journey. What do they care about? What questions are they asking? And then how did they learn about you? And what questions are they asking now?” -Lindsay
“I developed a workshop that was specifically for small and new nonprofits to do it in one day, right? We sit down, we dig in, it's a really intense eight hour workshop. And we go through all of the stages, and you have a fully fledged ready to execute marketing plan, including editorial calendar, ready to go at the end of the day.” -Lindsay
“We can substitute empathy, and we can substitute thoughtfulness and we can substitute planning. And if we do those things, instead of tradition, advertising dollars, whatever, we really can see the same and much better results.” -Lindsay
“I love telling clients what they don’t have to do.” -Lindsay
“Just like all entrepreneurs, you don’t know what you don’t know.” -Lindsay
“Only bad marketing is overhead.” - Lindsay
“If you invest in marketing, and you're smart about it, you absolutely can have results.” -Lindsay
“The only thing you need to know for sure are, who are your people? And where are they hanging out? And what do they care about? That's all.” -Lindsay
“It’s not just your people, it’s understanding their journey.” -Lindsay
“I’m a huge believer in brand pillars. My version is 3 or 4 messaging themes that we can use over and over and over again to communicate subconsciously to our audience who we are.” -Lindsay
“Your brand pillar becomes the water your audience swims in.” -Lindsay
“You don’t need to have good marketing, you need to have consistent marketing.” -Lindsay
“With the tools that the framework provides, then we can empower the employee and help them understand the messages that need to come through.” -Lindsay
“Let’s build what is right for your people.” -Jon
“Because of this framework we know what success looks like.” -Lindsay
“If you’re having problems getting a marketing budget, start to socialize what your data is telling you. That will drive why you need to make an investment there.” -Becky
Where you can start today 👇
Touchpoint audit - line up everything you do and inventory them
What role does each one of these things play in our audience journey? Name. The. Action.
Cut out everything that doesn’t have a clear role in the journey
Make your profile photo big, branded, and beautiful and share that you don’t hang out on that site
connect with Lindsay and open lines
Rate, Review, & Follow on Apple Podcasts
Are you a fan of the We Are For Good Podcast? Please consider rating and reviewing our show! This helps us serve more do-gooders — just like you — grow their own impact uprising.
First time doing reviewing a podcast? Don’t sweat - it’s super easy! Click here, scroll to the bottom, tap to rate the show with stars, and then click “Write a Review.” We’d love to hear what you loved most about this episode!
While you’re there, if you haven’t done so already, would you consider subscribing to the podcast? We curate inspiring conversations weekly to help you do more for your mission (and the occasional surprise minisode too!) and if you’re not subscribed, you could totally out. Subscribe now!
Join the Good Community!
The We are for good community
This is a safe place for deeper conversations. While we love this podcast, it is a very one-sided dialogue. It is great for starting conversations, but not continuing them. You can find friends, colleagues, and others to champion alongside. We believe community is everything and we wanted to create a place where people could learn and thrive and grow together (and also have a whole lot of fun).
Episode Sponsored by
Studio Selfie
Julie Confer, Becky Endicott, Jonathan McCoy & Lindsay LaShell.
