Marketing PlanSTA R T WIT H T HE E ND IN MIND

P R E S E N TAT I O N C R E AT E D B Y D E A D L I N E S E O . C O M

8 Steps to developing a simple Marketing Plan

• Who

• What

• When

• Where

• How

• Why

• Put it all together

Marketing Development Steps 1-3

• Begin with the end in mind.

Step 1

• Audience

• Create Buyer Persona(s)

Step 2 Who• What do you

want to accomplish?

Step 3 What

Step One

• Begin with the END in mind- develop a marketing plan for one year.

• Focus on ONE primary goal such as increase business growth by 20%.

• Make your plan exciting to you and your team. Make it something that will generate growth within the team. Accomplishing the goal will lead to business and personal satisfaction .

• Design the plan then re-design it- Instead of 20% make it 25%

Step Two :Who?

AUDIENCE

• Do you know your audience?

• Has this audience changed?

• What are the needs?

• Can you solve the needs?

• Will the audience pay for the solution?

CR E AT E B UYE R PE R SO NA (S)

• Negative persona – the client you have no desire to partner.

• Positive persona- ideal client, make as many needed for your service(s) or product(s).

Ideal client-Positive Buyer Persona• How to Create a Buyer Persona Presentation (Coming Shortly).

Who….

• Name the person(s) in the project.

• Give the person(s) specific duties and goals for the project.

• How often do you want/need updates.

• Have the updates documented not just verbal.

It’s important to know what’s going on with the plan. This helps keep things on track. Remember ---people leave jobs all the time. Keeping the plan updated will help reduce some surprises.

Step Three: What?

• What do you want to accomplish?

Organic Traffic

Current Clients

New Clients

Scenario: You currently have 5 clients. Your desire is to have 40 new and ongoing clients by the end of 2016.

40 divided by 12 (months)= about 3 new clients a month. Take into account business lose about 25% (roughly 10) clients a year.

The target number of new clients developed a month is 4.

Client Growth and Retention

010

2030

4050

6070

80

Q1

Q2

Q3

Q4

Client NumbersNew Current Loss

Step Four: When?• There’s only 12 months in a year so

when do you want to start developing and implementing the plan?

• Do you want to break it down by the quarter, month or number of weeks?

• Quarter- Jan/Feb/Mar- Q1

• April/May/June – Q2

• July/Aug/Sept- Q3

• Oct/Nov/Dec- Q4

Step Five: Where?

• Businesses have copious places for marketing strategies.

• The question is WHERE?

• Which avenue best suits the business and the marketing plan?

• Possible Marketing avenues:

• Inbound/Outbound

• Local

• B2B, B2C

• Mobile

• Controversial

• Campus

• Cultural

• Influencer

• REMEMBER that Content is still king!

Step Six: How?

YO UR T E A M

• How will you reward your team? A paycheck is a requirement so how are you going to reward the success of the team?

• Are you going to recognize individual efforts?

CL IE NTS

• How will you keep current clients? They need your attention just as much as new clients.

• How will you show appreciation for your current clients?

Learn from others mistakes…

• I was apart of a fitness guru test group for her email series.

• When her book launched she had a lot of specials for new customers but for those of us whom been her core and loyal group --- she forgot about us.

• Many of us voiced our concern and it went unanswered—the result. She lost many in her core group. The lesson…

• Keep your clients! Keep as many as possible.

Marketing Development Steps 4-6

• Select a SPECIFIC date to start.

Step 4 When

• Content is King. Businesses have many tools for marketing

Step 5 Where• Incentives for

your team and clients

Step 6 How

Step Seven: Why?• Examine the WHY? Will creating a Marketing Plan really make a

difference in your business?

• The answer… is both yes and no.

• No, if you create a plan and don’t take action to implement anything it of course will not make a difference. AVOID becoming consumed with making the plan. Action must be applied.

• Yes, a Marketing Plan is a roadmap. Think of it like you’re planning to drive across America. You wouldn’t get into your car in Washington state and hope you’ll make it to New Hampshire without having some sort of plan. You would at least consider how much money you’ll need for gas. It’s an 2995 mile trip will the car make it or which airline to book instead. (You get the idea!)

Marketing Development Steps 7-8

• Is making a marketing plan the best use of your time?

Step 7 Why

• You’re ready for your close up!

Step 8 Put it together

Marketing Plan

IS A GUIDE

• Review the Plan frequently

• Develop milestones so you can analyze the success of the plan.

• Exam what is and isn’t working and why.

• Change approach to problems or remove the obstacle

INCENTIVES

• Get and keep the team on track.

• Try making it a healthy and fun competition.

• Rewards to consider: two hour lunch (one hour paid), paid day off, $100 cash. Make the items a REWARD something that others could envy when its won.

Learn from others….

• I worked in a call center (it was terrible experience!)

• They had… “incentives” like ….

1. Non paid time off- you can have the time (which is needed) but the penalty was missing money.

2. An extra 5 minutes – the employee could use it for breaks or logging in the morning. It could not be used to leave early.

Please implement incentives that are viewed as rewards and not punishment.

Step Eight: Put it All Together

• Who

• What

• When

• Why

• How

• Where

• Answering those basic questions will help you design an unique marketing plan.

Thank YouQuestions please contact us at-

consult@deadlineseo.com