Hola, Coach Allee here. Marketing can feel a bit like juggling flaming swords sometimes, right? Trust me, I’ve been there—wondering where to start, what to prioritize, and how to make it all work without losing your mind (or your budget).
But here’s the thing: a great marketing plan isn’t about doing everything all at once. It’s about focusing on a few core elements and doing them well. Let me walk you through what works—complete with brand examples to keep it real and actionable.
1. Start with Your Why
Before you dive into anything, let’s figure out your purpose. Why are you doing what you’re doing? What’s the big problem you’re solving? Your “why” is the heart and soul of your brand, and trust me, when you’re clear on this, everything else flows. We share this at Yellow Tree all the time.
Case in Point: Patagonia isn’t just about outdoor gear—they’re about saving the planet. Everything they do, from campaigns like “Don’t Buy This Jacket” to supporting grassroots environmental movements, ties back to their purpose. It’s authentic and inspiring.
Action for You: Take a moment (or a day, no rush!) and write down your brand’s purpose. If it gives you goosebumps, you’ve nailed it.
2. Know Who You’re Talking To
Your audience isn’t “everyone.” It’s a specific group of people who need what you offer. Get to know them. What keeps them up at night? What makes them happy?
Real-Life Inspiration: Netflix gets this. They use data to understand what you like and serve up exactly what you want (hello, binge-worthy recommendations). Their secret sauce? They know their audience like the back of their hand.
Source: http://www.netflix.com
Your Turn: Create a “persona” for your ideal customer. Give them a name, a job, even a favorite coffee order. Then, think about what they need and how you can help.
3. What Makes You Special?
Now let’s talk about your value proposition. Why should people choose you? What makes you different? And please, make it simple enough for anyone to understand.
Here’s a Winner: Mydin, a Malaysian made brand. They create everyday products at unbeatable prices and share meaningful consumer-centric content by Datuk Ameer Mydin even on Tik-Tok! Mydin says, “Why Pay More? Buy at Wholesale Prices!”
Source: https://mydin.dropeedev.com/
Quick Task: Write your value proposition in one sentence. Then test it on a friend or colleague. If they get it instantly, you’re on the right track.
4. Set Some Goals, Baby!
Let’s get specific. What do you want your marketing to achieve? Whether it’s getting more website traffic, increasing sales, or growing your email list, make sure your goals are SMART—Specific, Measurable, Achievable, Relevant, and Time-bound.
Example That Stuck With Me: Zus wanted to connect and gain consumers who love affordable coffee. They launched a mission to bring specialty coffee – inherently seen as expensive – to the local community at an affordable price. Clear goal, smart execution, big results.
Source: https://zuscoffee.com/
Try This: Write down 2-3 marketing goals for the next quarter. Keep them simple and trackable.
5. Pick Your Playground
You don’t need to be on every platform. (Seriously, stop stressing about TikTok if your audience isn’t there!) Choose the channels that make sense for your brand and focus your energy there.
Smart Move Alert: Glossier built their empire on Instagram. They didn’t try to do it all. Instead, they created a community where their audience already hangs out.
Source: https://www.businessoffashion.com/articles/beauty/glossier-australia-expansion/
Ask Yourself: Where does your audience spend time? Social media? Email? Events? Double down on what works.
6. Be Real with Your Content
People love real, relatable, and inspiring content. Skip the jargon and focus on storytelling that connects with your audience.
One of My Favorites: Dove’s “Real Beauty” campaign was all about authenticity. By showcasing real women, they created a message that felt personal and empowering.
Source: https://www.dove.com/my/stories/campaigns/dove-real-beauty-pledge.html
Your Next Step: Plan a week of content. Share a story about your brand, offer a behind-the-scenes peek, or give a tip your audience will find useful.
7. Team Up for the Win
Collaboration is marketing magic. Whether it’s with an influencer, a partner brand, or an NGO, teaming up can help you reach more people.
Great Example: Who Gives A Crap (yes it is a real brand lol) partnered with eco-influencers to promote their sustainable toilet paper. It’s quirky, impactful, and it worked.
Source: https://au.whogivesacrap.org/products/recycled-toilet-paper
Brainstorm This: Who could you collaborate with? Think complementary brands, influencers, or even community groups.
8. Test, Learn, Repeat
Here’s the thing: marketing isn’t about getting it perfect the first time. It’s about experimenting, learning what works, and improving as you go.
What Works: Airbnb is the king of A/B testing. They tweak everything—emails, photos, even headlines—based on real data.
Pro Tip: Start small. Test two versions of an ad or email and see what performs better. Then build on your success.
9. Celebrate Your Impact
If you’re a social enterprise, shout it from the rooftops! People love to know how their support makes a difference.
Feel-Good Story: PichaEats, our Malaysian social enterprise, connects every purchase to real-world impact stories of their refugee chefs. It’s motivating and builds loyalty.
Source: https://pichaeats.com/en/
You Can Do This: Showcase your impact with videos, infographics, or testimonials. Let people see the good they’re part of.
Let’s Wrap This Up
Marketing doesn’t have to be overwhelming. Start small, keep it real, and focus on these core elements: your purpose, audience, value proposition, goals, channels, content, partnerships, optimization, and impact.
And remember, marketing is a journey, not a sprint. Keep learning, experimenting, and improving. You’ve got this—and Coach Allee is cheering you on every step of the way!
By Coach Allee, Founder of Yellow Tree Malaysia
