Everyone says they want a marketing plan, but most business owners never take the time to sit down and map one out. Perhaps it’s because so many people think of it as this scary, colossal project that only a few top marketers know how to do. It’s so sad because, in reality, it is not rocket science. It starts with simply taking the time to get your thoughts and ideas down onto paper and build out a plan.
Here are the 3 steps that will allow anyone to build an effective plan for their business.
Step 1: Map Out the 10,000 Foot View Marketing Plan
It’s common knowledge that people like to do business with individuals who are doing something fresh, new, and vibrant. While you may have a mission and a core brand you want to use to engage with your audience, marketing with unique and fresh ideas can be very beneficial to stay relevant throughout the year. This type of focused marketing also allows the business to attract new individuals with a high probability of converting them into customers. Sometimes those fresh ideas will come in the form of marketing campaigns that relate to the holidays or seasons. Other times the ideas will be more specific to your business, such as the anniversary of starting your business, moving to a new office, expanding your team, or achieving a major business goal that you know will be attractive to new prospects.
A key to successful marketing is engaging with your audience and showing that you are always relevant and continually tuned in to what is going on in your part of the market and driving towards a commonality that your audience believes in as well.
For many individuals, they’re looking for that transformation. They are in one place in their life, and they want to move forward and get to a better place. They are expanding and growing slowly, but they want to get there faster. Often, when they truly connect with individuals or companies that they believe can help them on that journey, they will become your raving fans.
As you build out the 10,000 Foot View Marketing Plan, you will want to get clear on your personas and avatars to truly understand their challenges and to help you hone a clear marketing message to attract and resonate with what they are experiencing and thinking.
If you know your targeted marketing message, sitting down and drawing out a 10,000 Foot View Marketing Plan will take less than 15 minutes. Otherwise, give yourself about 45 minutes. You already have many ideas, and you have some successful things you’ve done in the past that will give you a base to start working from. Start with jotting down one to two ideas for each month of the year. Once you’ve started down that path, you can go back in and edit and change and tweak to craft different campaigns that can truly connect with your audience.
Step 2: Get More Granular with the 5,000 Foot View Marketing Plan
The next section is the 5,000 Foot View Marketing Plan. This is where you dive a little deeper into each one of those overall categories and ideas you built in the 10,000 Foot View. Now it’s time to consider how you’re going to spread the marketing message for each campaign via four to five marketing vehicles.
A marketing vehicle may be something like your social media posts or a webinar or a drip email campaign. Other times the marketing vehicle might be through advertising channels, direct mail or flyers or postcards, or even a person-to-person campaign in some form such as phone calls or even virtual meetings and webinars.
As you brainstorm out how you’re going to spread this message, you start to get clarity on the different things that need to happen.
For instance, before you can send out an email drip campaign with three emails, you need to draft the copy, have someone review it, edit it, carefully choose the subject lines, identify the topic that will hook the reader into action, decide on that targeted call to action, and then finalize it and upload it so it’s scheduled to go out on specific dates.
To make this step more tactical, identify “WHO shall do WHAT by WHEN” for each component. This is one of my favorite mantras because it takes everything and makes it real. It also makes it that much easier to put onto the calendar and ensure everyone completes their tasks. Accountability is key here!
As you list out the various activities and things you want to do, get creative, and think about who else might be able to help achieve these different objectives. Perhaps you know someone who might like to work an extra two to five hours a week to help you accomplish a certain project. Or perhaps you have a marketing assistant or a vendor who can help you with portions of these marketing vehicles.
Successful business owners know that the name of the game is all about applying themselves appropriately and, while not essential, leveraging the valuable time and skills of others to achieve an even greater marketing impact. If we take the time to plan and create the detail, it is easier to delegate with clarity and get the end results you want done correctly the first time.
Step 3: Tracking and Analyzing
Ultimately, your marketing plan should acknowledge how you’re going to track, record, and analyze the statistics of how well the campaign did. That means you need to have some key performance indicators, or KPIs, to address your target goals – and your goals are what you are trying to achieve for your business. Any marketing activity needs to further your goals and defining the right KPIs for marketing that reflect your goals is the only way you can be sure that the money spent on marketing gets results.
The nature of your KPIs plus their complexity can also help everyone have clarity on whether this is a small project or a larger project, and how much time, attention, and energy needs to be focused to ensure this marketing campaign reaches its objective.
Each industry is a little different, but overall, these basics can allow any business owner to start drafting out a marketing plan for success.
Once you have a solid marketing plan, the next step is to hire, onboard and work with a marketing assistant who can crank the marketing wheel for you.
Kristen David, a former trial lawyer and partner who went from working 85 hours a week, built it up to a million-dollar-plus business, then sold her shares and pivoted into a business coach guru. She is now an international speaker, bestselling author, and operates a successful business, empowering business owners to build thriving, profitable businesses that are self-managed with systems. She helps busy business owners build those systems by implementing policies and procedures the Fast Track Way. From financial systems to marketing systems that allow a marketing assistant to crank the market wheel, business owners can get the help they need so they can regain their freedom.