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How to create your

Marketing Masterplan Blueprint By Simon Clayton Marketing Coach

© Copyright 2019 Marketing Skills Academy

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Is this you? You know marketing is essential to the success of your business, but you’re not sure where to start. Or... You may have even tried a few marketing activities but they’re just not working – adding unwanted costs to your bottom line!

Yes?

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How to create your Marketing Masterplan blueprint

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1 2 3 4 5 6

Purpose Intelligence

Tools Conversion

Proposition

Results

Introducing the Marketing Masterplan blueprint A six stage process to help you plan, create and implement your marketing strategies and grow a profitable business:



Before you dive into creating your marketing masterplan, you first need to answer four important questions regarding your business’s ‘purpose’: WHY does your business exist – what are you values?

WHY should people buy from you?

Where are you now and what do you want to achieve with your business?

1 Purpose



The purpose of marketing is to plan the path your business will take to reach its destination and achieve its business aims. WHY do you need a marketing plan – what are your business aims? Think about the fundamental desires you have for your business and list them below: 1. 2. 3. 4. 5.


1 Purpose



Marketing objectives say specifically the steps you take to get to reach your business aims. The success or failure of a strategy is very much defined by setting measurable objectives. To achieve this, objectives need to be: S = Specific: must have a specific outcome. M = Measurable: must be able to apply a set of quantifiable metrics to track and evaluate the success of the objective. A = Attainable: must have achievable outcomes to reach your overall goals. R = Relevant (or realistic): make sure the resources are available to achieve the objective i.e. people, funds, equipment, materials and time. T = Timely: what is the specific timeframe to reach your objectives – days, weeks, months or even years?


1 Purpose



My SMART Marketing objectives: 1. 2.

3.

4.


1 Purpose



I understand my business’s purpose and the role it plays in the marketplace. My values align with my target customers’. I have set clear business aims that will help achieve my company mission. The marketing objectives I’ve set meet every element of SMART and contribute to achieving the overall business aims.

Purpose checklist:


1 Purpose




Purpose 2 Intelligence

Now it’s time to gather intelligence and use it to analyse the market you’re operating in.

Who is your IDEAL CUSTOMER / CONSUMER? The chances are, you’ll have a wide variety of people buying from you. Use the template below to create a customer persona for each type of customer.

CustomerPersona

Demographics

Interests

Buying Cycle

Pain Points

Roles & Responsibility

(if B2B)

Solution




DEMOGRAPHICS (Gender, age group, status, location):

INTERESTS (i.e. sport, leisure, hobbies, etc.):

MEDIA CONSUMPTION (i.e. Facebook, LinkedIn Twitter, Blogs, videos, etc.)

IF BUSINESS-TO-BUSINESS - JOB TITLE / DEPARTMENT / ROLES / RESPONSIBILITIES / GOALS / OBVJECTIVES:

Who are your customers / consumers?




BUYING CYCLE (How often could / do they buy your product / service – daily; weekly; monthly; quarterly; annually) including AVERAGE SPEND:

HOW DO THEY PURCHASE (i.e. online, telephone, instore, face-to-face, etc.)

PAIN POINTS (What challenges do they experience and how often) 1.

2.





YOUR SOLUTION (What product / service can you offer them and how will it help with their pain points) 1.

2.

3.





Who are your COMPETITORS? Sometimes the intelligence we need is right in front of us: competitors can be an invaluable source of information and inspiration. Analysing them helps you set a firm basis for your marketing planning. COMPETITOR NAME:

PRODUCTS / SERVICES THEY PROVIDE:

PRICING STRATEGY:

Who are your competitors?



Purpose 2 Intelligence Who are your competitors?

RISK/S TO MY BUSINESS:

ANY FURTHER INSIGHT (i.e. they have launched a new product; currently recruiting or making people redundant; etc.)



Purpose 2 Intelligence What existing data do you have regarding your marketplace?

EXISTING DATA What do you currently know about the market you operate in? Other:

A database of previous customers Research you’ve carried out yourself, such as surveys Your own knowledge and experience of the industry Information on competitors and their activities Research on the industry, such as from marketing reports, Figures and statistics, Trends and forecasts




Combine the research from your intelligence to create a SWOT analysis for your business

STRENGTHS

A strength is a positive internal factor such as

your specialist expertise, innovative product or high

quality service.

WEAKNESSES

A weakness is also an internal factor such as lack of knowledge or expertise, location of your business

or poor brand image.

OPPORTUNITIES

An opportunity is a positive external factor

such as a new developing market where you have

experience, or where competition is weak and

unstable.

THREATS

A threat is a negative external factor such as a

new competitor operating in your market, aggressive pricing wars, launch of a new innovate product or service which supersedes

your own.

SWOT analysis model:





Your SWOT analysis model: STRENGTHS 1. 2. 3. 4. 5. WEAKNESSES 1. 2. 3. 4. 5.





Your SWOT analysis model: OPPORTUNITIES 1. 2. 3. 4. 5. THREATS 1. 2. 3. 4. 5.




Intelligence checklist

Gathered intelligence used to analyse the market you’re operating in.

I know my customers and consumers, and what pain points my products/services solve for them. I have examined my competitors and understand what factors we are competing on and why customers may choose to use them. I am confident I have a good range of data on which I can base decisions. I understand how customers and consumers respond to marketing messages that solve their pain points. I have carried out a SWOT analysis to understand the internal and external factors that affect my business.



Purpose Defining your proposition with a Unique Selling Proposition (USP) 3 Proposition

What is your USP? Your unique selling proposition should be what sets you apart from the competition. What do your target market want that your competitors aren’t offering them? For example...

Product differentiation – your product offers better features, functionality, performance, style or design.

Service differentiation – you offer extra service, such as fast delivery, longer opening hours or better customer care.

Channel differentiation – differentiating your channel’s coverage (i.e. how you market and deliver your product or service), expertise and performance.

People differentiation – hiring and training better people than competitors do, to offer a better purchase experience – post, during and after purchase.

Image differentiation – your brand is a status symbol, e.g. BMW or Audi.



Purpose Your differentiation and Unique Selling Proposition (USP) 3 Proposition

Solving problems to create your USP You know your customer personas – concentrate on one or two major problems you can solve: 1.

2.

Now, what benefits does your company offer that solves these pain points? 1.

2.

3.




Your Positioning Statements Positioning Statements help you communicate and deliver your USP to the target market. Here’s a really simple way to break down a Positioning Statement to summarise your company or brand positioning: For (customer persona and need), (business / brand) offers (concept) because (point of difference). Based on your USP and the model above, what is your positioning statement?




Proposition checklist

I have established my competitive advantage I have defined my USP I have created my positioning statement



Purpose

It’s surprising how many businesses still use lots of different marketing tools – often at great expense – and still don’t know the effectiveness of each one. Carefully selecting the tools we use to communicate with and engage audiences means that waste is kept to a minimum, and conversion rates are pushed to their maximum. Based on the graphic below, choose the tools you plan to use. Remember – does it aligns to your customer or consumer personas (this is the acid test: if it doesn’t align, why are you using it?).

4 Tools

Choosing your ‘target-focused’ marketing tools



BRANDIDENTITYLogo;

Personality&toneofvoice;

Signage&livery;Workwear;Merchandise

DIGITALMARKETINGWebsite;SEO;

Onlineadvertising;Pay-per-click;

Forums;Socialmedia;

Email;Webanalytics

CONTENTMARKETING

Blogs;Influencers;Videos;

Whitepapers;Infographics;Podcasts;Webinars

PRINTSalesliterature– brochures,direct

mailetc;Packaging;Coupons;

Pullupbanners;Point-of-Sale

PUBLICRELATIONSPressreleases;Event&trade

shows;Publicspeaking;Word-of-mouth;Casestudies;

Crisismanagement;

SALESSUPPORT

Advertising–radio,press,TV,magazines,etc.;

Networking;Samplesandgiveaways;

Competitions;Marketresearch;Telemarketing;Sponsorship;

Salespromotion;Guerrillamarketing;

CRM



Purpose

Your chosen marketing tools:

4 Tools


BRAND IDENTITY PUBLIC RELATIONS

CONTENT MARKETING



Purpose

Your chosen marketing tools:

4 Tools


DIGITAL MARKETING PRINT SALES SUPPORT



Purpose 5 Conversion

You know your business aims and marketing objectives, your target market and what customers want.

You’ve developed a USP and chosen your marketing tools – excellent!

The next step is to pull this all together to produce your marketing campaign.

To do this, we’ll use the Conversion Funnel shown below. It’s the perfect blueprint to map our activity into stages to ensure the customer journey is clear, communicated and effective.

How to use the Conversion funnel to build a successful campaign This funnel maps all of the thinking and intelligence we’ve developed earlier and brings it together so everything happens in the right order - right place - at the right time.

Converting ‘cold’ prospects into ‘hot’ leads





Cold prospects start at the top, and we need to pull them through the funnel so they emerge a paying customer.

For example:





Your Conversion Funnel:



Purpose Monitoring the effectiveness of your marketing campaigns

Marketing activity should be a continuous loop of planning, assessing, doing, monitoring, refining and doing some more. What we’re saying is, results don’t come at the end of your campaign. Monitoring must happen regularly to allow you to continue planning for the future. Choose your metrics The best way to measure success is often to choose metrics that demonstrate whether you’ve achieved your marketing objectives. We can use a range of metrics to measure conversions across all levels of the Conversion funnel.

6 Results




For example...

Awareness: •  Website visitor traffic volume •  Website traffic referrals •  Inbound links from external sources

Engagement: •  Number of enquiries via website contact us / landing pages •  Number of enquiries via email marketing •  Number of enquiries via social media

Education: •  Number of estimates provided to potential customers •  Number of specifications created for potential customers

Evaluation: •  Number of views of Testimonial website page •  Amount of traffic from third party review sites such as

Trustpilot

Sales •  Number / volume / frequency of sales •  Average purchase price per customer

6 Results




Your marketing metrics:

6 Results


1 2 3 4 5 6

Purpose Intelligence

Tools Conversion

Proposition

Results

Congratulations! Your Marketing Masterplan blueprint is complete! Remember – this is a working document - so keep reviewing, updating and making changes where applicable.


Need some further help and support planning and creating your Marketing Masterplan?

244 pages including worksheets, templates, charts and guides to help you plan, create and implement your marketing strategies and grow a profitable business. Order your copy here:

www.marketingskillsacademy.co.uk/marketing-masterplan-book

Get the book!!

The Marketing Masterplan 1-1 coaching program has been designed for those who know their business has potential, but need guidance on marketing. Further information here:

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Need some further help and support planning and creating your Marketing Masterplan?

Join the coaching program!

Simon Clayton is a professionally qualified sales and marketing coach with over 25 years experience planning and implementing brand management and strategic marketing communications’ campaigns for a wide and diverse range of organisations from SMEs to large well-known national and global organisations. In 2016, Simon launched his own coaching and training consultancy under the name, Marketing Skills Academy, which provides a range of training workshops and coaching programs aimed at entrepreneurs and business owners covering strategic marketing planning, personal branding and social media management. Simon is also a part-time lecturer at Teesside University Business School; Member of the Direct and Digital Marketing Association (MIDM); The UK Marketing Network; and Member of the Chartered Management Institute (CMI). For further information about Simon, view

www.marketingskillsacademy.co.uk

Simon Clayton Marketing Coach

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© Copyright Marketing Skills Academy 2019

This document is intended for the recipient only. It must not be disclosed, copied or printed without prior permission from Marketing Skills Academy. All information is correct at time of going to press. Marketing Skills Academy is the trading name for Elevation Marketing Limited.