The makings of a marketing plan
Here's how to get a blank look from most business owners,
managers and branding, marketing
executives. Ask them, "What's your marketing plan?"
You'll likely get an answer like this: "Well, I don't really
have one of those exactly, but I am doing some corporate branding ,
direct mail, updating my web site and considering search engine
optimization."
Fact is, just the thought of a "marketing plan" overwhelms many.
Mention of projections, studies, demographics and segmentation
are returned with blank spacey stares.
Nevertheless, you shouldn't let the idea of a marketing plan
scare you. Think of it, rather, as a marketing recipe--a mix of
ingredients you pull together to create a fabulously tasty
result like increased sales, better profits or more market share.
But before you start-throwing ingredients together like a cook
gone wild, brainstorm ideas of what you'd like to eventually
make with the recipe and educate yourself on the characteristics
of the ingredients you might use--what will each bring to the
final product?
And you know what's cool? After you find a marketing recipe that
proves successful, you can use it again and again--just like any
recipe.
I have numerous marketing recipes in my repertoire. I've got
them for networking, getting speaking engagements, adding names
to my e-newsletter list, creating a successful online sales
letter and for following up with prospects and turning them into
clients over the phone.
None of these recipes were especially brilliant. They were
simply the results of brainstorming, research and testing. Many
came from others, which is one of the best sources for winning
marketing recipes. All I did was add my own twist to make it fit
my business and market.
I continually tested and tweaked my recipes until I finally came
up with something I liked...and that a few of my peers liked.
Now, I have an arsenal of marketing techniques ready to tackle
any marketing problem I may have. Here's a look at how I put
everything together:
Marketing Activity: What action will you take to accomplish an
objective? Focus on one per recipe, such as networking, speaking
or search engine optimization.
Purpose: What's your goal for this marketing activity? What's
the perfect outcome?
Intended results: What do you want to happen as a result of
accomplishing your goal?
Target market: Who is it and how can you best get their
attention?
Plan: What tactics does your research show will work? What
ingredients are needed and how will they best work in?
Message/Attention: What's your key message? It must be
attention-grabbing and memorable.
Marketing materials: Do you need a web page or a printed piece?
Perhaps a combination...
Main activity: What is the main line of communication, and how
can you best use it to reach your prospect?
Offer and Call to Action: How will you ask them to take action?
What can you say or write that is compelling enough?
Follow-up: How will you get back in touch? Whatever you do,
don't forget to do this...it's what separates marketing from
selling.
Time: Give yourself deadlines, and carefully place them in your
calendar so you can realistically accomplish them.
If getting results from your marketing is truly important to
you, you need to have a recipe like this. Just start with one
ingredient and take it slow. Before you know it, you'll be
cooking up a feast of new business wins.