How to Create a Marketing Plan That Works (Part 3)

Caution! – If you haven’t watched Part 1 and Part 2 of this video series, be sure to do that now, before jumping into this one.

When it comes to creating a marketing plan that works, one of the major causes of floundering teams is a lack of cohesiveness in their planning for execution.

I’m not talking about planning in the form of strategy or marketing channel/vehicle selection, I’m talking about a good old one-page plan that says who’s going to do what by when.

We call this your Marketing Activity Calendar (fill out the form below to download)

It’s a simple document that pulls it all together and enables you and your team (including outsource partners) to stay focused and accountable to consistent marketing.

In this video I run you through what a Marketing Activity Calendar is, and of course you can download a free template below.

If you’ve got questions or comments, please leave them below and we’ll do our best to help you out.

Enjoy and good luck!

Cheers
Jamie

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How to Create a Marketing Plan That Works (Part 2)

Caution! – If you haven’t watched the first video in this series, be sure to do that now, before jumping into this one. Not doing so could cost you thousands in wasted marketing dollars (not to mention wasted time).

OK, Now that you are armed with the thinking and knowledge to ensure your marketing is on point with the right message and right target (gained from video #1), we are ready to dive into marketing vehicle** selection.

Our key tool to choose the right marketing vehicles is the Marketing Vehicle Checklist (fill out the form below to download).

This tool is essentially a catch-all for the various marketing vehicles that are available to you. It is not an exhaustive list, but covers most of what you’ll need for now. As you watch the video, you’ll see how it helps you to get clear on how to prioritise your marketing.

Move through the checklist marking off things as applicable, and once you’ve established a short list of vehicles, you’re ready to roll.

The next step from here will be to compile your priorities in a way that you can stay focused on them, and that’s the topic of the 3rd and last video in this series!

Cheers,
Jamie

** We use the term ‘marketing vehicle’ to describe a particular way to market, or a marketing channel if you like. Some other common terminology for this is ‘marketing strategies’ but we intentionally avoid using the word ‘strategy’ here because we believe strategy is a very separate thing. A we call strategy, your Marketing Blueprint (see Video #1 for more about Strategy and your Marketing Blueprint)

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How to Create a Marketing Plan That Works (Part 1)

The marketing blueprint is really about getting inside your customer’s mind to understand how they think. When you can understand how someone thinks, you can speak to them in a way that is going to make a connection. That’s what marketing is all about.

Too often companies make the mistake of marketing in a way that resonates with their own thinking—not the customer’s.

When we do that, we are essentially pushing information out and forcing it upon people. It’s more of a ‘list to me, listen to me’ approach.

To give you another way of thinking about it: It’s like having a conversation with someone who is engaged with what you are saying, versus one who is too busy thinking about what they’ll say next and miss everything you’re saying.

In these two scenarios, there is a difference in the point of focus. The goal of the Marketing Blueprint is to be a listener before you become a speaker.

Does this take some effort? You bet. Is it worth it? You bet.

Not only does answering the Marketing Blueprint questions help you to connect with your customer, but it also helps you get really clear on who your customer actually is (believe me, it’s not as many people as you think). It helps you to be clear on why they will buy from you and on the true value you bring.

Answering these questions not only makes marketing easier, but they will guide your overall business strategy as well. It’s powerful stuff.

Do yourself and your business a favour, watch the video then set aside half a day with your key people to discuss the questions posed. The half-day you invest will save you a lot more than that down the track.

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Simple and Effective Marketing

Effective Marketing of your business can be an extremely simple endeavour if you allow it to be. You already have all you need to get out there and make it happen. The best way to approach your business marketing is to think about the problems your potential ideal customers face and provide educational content around that to help. That’s it.
You already know these problems. You come across them every day through the customers you are already dealing with. And you have the knowledge and expertise to solve them, I mean that’s what your business does right? Now just incorporate this into your marketing.
Start listing out those problems and the subsections within them. That way you can start to see where the opportunities for helpful content lie.
Now think about how you want to produce content to help with those problems. You’ve essentially got three options:
  • Writing
  • Audio
  • Video
Writing can take the form of a blog (easiest and quickest), white papers or books (from simple e-books to full published works). You then have the opportunity to re-purpose your written content. For example, a blog article you write could also be an article you submit to publication (e.g., magazine) or post on your LinkedIn profile.
In fact, all content you produce, you’ll not only post on your website (helping with your sites SEO) but you can and should share through as many platforms as you can manage or are active on.
Audio content could also be blog posts, however in audio form. Or it could be a podcast published through iTunes. You can also have your audio content transcribed if you want to have it written but don’t want to do it yourself.
Video is pretty self explanatory. This would be hosted on a YouTube channel and then posted on your blog and other social media channels/pages.

 

Making Your Marketing Happen

What does all this cost? Just some time. And yes I hear you saying “but I don’t have any time!!”. If that is your response, then you should have money to pay others to help you create the content. The reality is, if you don’t have the money or the time, then somethings wrong. You are most likely spending time on the wrong things, and that is a subject for another post. On the other hand, if you need to know how to get “unstuck” and free up your time, reach out and we’ll be happy to chat with you about it.
If you’ve never done some of these things then getting it all setup and working can seem daunting. And when you first get started it might feel clumsy and inefficient. Stick with it, because the more practice you get, the easier (and more effective) it will become.

 

More Resources for Effective Marketing

A great book that can help you in this area is The Boomerang Effect by Tim Reid. Tim also hosts the podcast Small Business Big Marketing which is well worth a listen. It’s a quick read and will give you great ideas.
Keep your marketing simple. Focus on the problems your customers and potential customers have and find ways that are true to who you are, to help them.
Now get out there and make it happen!

How to Create Marketing Momentum That Has Payback

Creating marketing success isn’t an all or nothing prospect. It’s about creating the right rhythm by doing the right things at the right time and having a broader outlook on what your end game is. In this video we show you the no fail tool that helps our clients get ahead in their marketing game.

How creating a strong niche can compound your sales results

This interview is a cracker. If you’ve ever heard that you should target a niche market but you are too scared to say no to the ‘massive’ market out there – this interview is for you.

Phil’s journey starts with his role as a typical generalist-style financial advisor. From there he decides to turn his back on the finance side of the business and focus solely on insurance. That decision alone means he is cutting off 80% of his existing revenue with no guarantees his new direction is going to pay off.

And so the emotional journey begins. Phil walks us through what led him to make this decision, the transition process and what the payoffs have been.

Spoiler alert … his decision pays off in a big way. And that is the message from this interview. If you are in need of gaining some power in your marketing, Phil story highlights some important principles is developing a clear and powerful niche.

Interview notes:
Phil on Twitter – @pevenden
Phil company – Integrity Wealth Management

Tips on differentiation … how to make your business stand out to your ideal customers!

If you’ve read or studied marketing in any way, shape or form, odds are you’ve learned or been told that it is vital that your company has a point of difference. Otherwise you are left to compete on price … and that’s a tough way to be profitable.

I’m going to reinforce that same concept. I believe, before you spend any money or time on marketing, there are two things you need to know:

  1. Who is your ideal customer?
  2. Why are they going to choose you over the competition? i.e. what makes you different and better?

In order to gain some real world teachings, I reached out to lead generation and marketing guru Cheryl Cappellano from Idea Factor. Cheryl has 28 years of experience in opening doors and getting people’s attention. She’s done it amazingly for her own business and she does it consistently for her clients.

In this interview, Cheryl shares her story and her best tips that you can take and adapt to your own business. She shares examples and how to’s on how to stand out from the crowd. Thank you Cheryl.

 

Why you shouldn’t be using Social Media

I was driving along listening to a podcast on marketing and I got so inspired by my thoughts (which were a little contrarian to what I was listening to) that I needed to record them on the spot.

It amazes me how much driving stirs my creativity. I know if ever I need to work on a problem or develop an idea, I go for a drive.

Anyway I digress. If you ever struggle with keeping up with all the new marketing technologies that come around as the hot thing to do … this video is for you. Enjoy and leave me your thoughts below.