267 | How she grew her email list to over 10,000 subscribers in a year with Shea Bailey-Burkett, Planned & Proper
Are you building a 90-day marketing roadmap that provides results in your business? In today’s episode, LABS community leader and alum, Shea Bailey-Burkett of Planned and Proper joins us to share how her 90-day roadmap helped grow her email list to over 10,000 subscribers in one year! Listen in as Shea shares how she built and implemented her 90-day roadmap with LABS guest expert, Lyndsay Clements, and how it’s helped keep simplified and improved her business’ marketing efforts.
Inside LABS, our 12-month group coaching program, we focus on specific topics each quarter to push our businesses forward. Q1 was focused on hiring, where we shared sample job descriptions, pay structures, and even had a call with an HR compliance expert. Q2 focused on product development and talk through sourcing fulfillment and inventory management. Q3 was all about marketing and we learned how to create and implement our 90-day marketing roadmap with Lyndsay Clements. In Q4, we’re focusing on sales.
The value in this ongoing group coaching program isn’t just the education, but the opportunity to implement and get feedback. We offer this accountability and sharing through our peer mastermind, our accountability check ins, and our community coffee chats, which is where a portion of today’s episode comes from.
Today’s episode is brought to you by LABS, our 12-month group coaching program that was built for product based business owners who want to streamline their systems and revenue. If you’re already a LABS member, make sure you review Lyndsay’s full training. If you’re not a member, but want access to the full training and are ready to join, make sure you’re on the waitlist for when we open enrollment!
Creating a Marketing Plan
Shea Bailey-Burkett is the owner and creative director of Planned & Proper, where she sells weekly, daily, and undated planners. Even as a naturally organized person, when Shea would sit down to creating a marketing plan, she found herself struggling since she didn’t have as much experience in it.
One year ago, Shea worked with Lyndsay Clements of Ellen Grace Marketing to map out marketing for her business with a 90-day marketing plan. The idea is to do vision planning one quarter at a time, then implementation and execution one month at a time.
Seeing Results with a Marketing Plan
With this truly being the first time that Shea had built a marketing plan and implemented it as needed, she saw significant growth almost immediately. The marketing plan she built gave her the confidence she needed in having a focus with her brand to delegate with her team and communicate with her audience.
In regards to the numbers and actual results, in one year she took her email list from 2500 subscribers to 10,000 subscribers. Consistency in following the marketing plan was the biggest attribution to this growth in Shea’s subscriber list.
Additionally, her marketing plan has resulted in companies reaching out to her, whereas in the past, she was having to do all outreach herself.
Building Clarity & Consistency in Your Marketing Plan
Prior to building and implementing a 90-day marketing roadmap, Shea was simply throwing things out there to see if they would stick. There wasn’t a strategy or consistency in her marketing efforts.
After building her 90-day marketing plan, she was able to gain clarity and set goals. Each time that Shea shares about a particular topic, she’s ensuring that message is shared on all platforms in some capacity. This means that if she’s sharing a checklist in her email, it’s also going to her blog and social media—she’s repurposing her content and messaging. Each of those messages is also attached to an action plan: purchase, sign up, download, etc.
Correlation in Marketing & Sales
When it comes to the sales Shea saw after implementing her marketing plan, she saw a major correlation in the two. What she was marketing online was also being sold the most. She took the same messaging and continued to share about it with a few small tweaks here and there.
There is no such thing as redundancy in marketing. While it may feel like you’re saying the same thing over and over, your audience isn’t seeing every single message that you put out. It’s not overwhelming or over communicating when you’re sharing about your products in the same way over and over again—it’s marketing.
Your sales cycles and launches are also a great way to plan out your marketing strategy. It will help you navigate what you’re selling, how you’re talking about it, and the messages you want to send to your audience during a particular time-frame.
Implementing a Marketing Plan
While a plan is so valuable, it’s only worthwhile if you implement it. Shea is currently scheduling her marketing through Planoly and marketing on Instagram, Facebook, TikTok, and Pinterest with an emphasis in growing her email list.
Once you’ve built a workflow on how you want to approach your marketing, you can layer in other pieces as you see fit. You can also tweak and change it to whatever you need.
It’s been a full year since Shea worked with Lyndsay on her marketing roadmap. To stay on top of her marketing, Shea begins mapping out a quarter, two full quarters or more ahead of time. This helps give her a vision for the quarter, then she’ll implement one month at a time.Once you’ve mapped a quarter out, it’s easy to repurpose that plan for the following year. Rinse and repeat.
If you are a LABS member, you can find the full recording in our resources and tools section within the community. And if you're not a LABS member yet, but you're looking for coaching educational resources and a community that was made for product based business owners, then head to the link below to learn more.
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MEET SHEA
Our guest today is Shea Bailey-Burkett, the owner and creative director of Planned & Proper where she sells day planners, journals, notebooks and planner accessories focused on organization, gratitude and wellness.
CONNECT WITH SHEA
WEBSITE: plannedandproper.com | INSTAGRAM: @plannedandproper | PINTEREST: pinterest.com/PlannedandProper
Connect with Katie Hunt
Katie Hunt is a business strategist, podcaster, mentor and mama to four. She helps product based businesses build profitable, sustainable companies through her conferences, courses and coaching programs.
Website: prooftoproduct.com | Instagram: @prooftoproduct
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