Download 1 Page Marketing Plan

The1-PageMarketingPlan
ByAllanDib
Introduction
•
•
•
•
Needtounderstandthedifferencebetweenmarketingstrategyand
marketingtactics.Strategyisthebig-pictureplanningthatyoudo
priortothetactics.
Tacticsbeforestrategyleadsto“brightshinyobjectsyndrome”.
Agreatproductorserviceisnotenoughsincecustomersdon’tknow
howgooditisuntiltheyhavealreadybought.Youneedgreat
marketingsince“Nothinghappensuntilasaleismade”(Thomas
Watson,IBM).
Bigbusinesshavebigbudgetsthattheycanspendonbranding.Small
businessesneedtofocusondirect-responsemarketing.
The1-PageMarketingPlan
9areasbrokendowninto3phases(seegraphicatend):
Before(Prospect)–Getthemtoknowyouandindicateinterest
1. MyTargetMarket
2. MyMessagetoMyTargetMarket
3. TheMediaIWillUsetoReachMyTargetMarket
During(Lead)–Getthemtolikeyouandbuyfromyouforthefirsttime
4. MyLeadCaptureSystem
5. MyLeadNurturingSystem
6. MySalesConversionStrategy
After(Customer)–Getthemtotrustyouandbuyfromyouregularlyandrefer
7. HowIDeliveraWorldClassExperience
8. HowIIncreaseCustomerLifetimeValue
9. HowIOrchestrateandStimulateReferrals
Chapter1–SelectingYourTargetMarket
MarkettoaNiche
• Thisallowsyoutobecomeabigfishinasmallpond
• Aspecialistissoughtafter,morerespectedandmorevaluablethanajack-of-all-trades
Notsurewhichnichetochoose?Workoutyouridealtargetmarketbyusingthe‘PVPIndex’(Personal
fulfilment,Valuetothemarketplace,Profitability).Foreachmarketsegment,giveeachofthese3
categoriesascoreoutof10andaddthemtogetherandcompare.
CreateanAvatar(orafew)foryournicheandreallygetanunderstandingofthem…Whatkeepsthem
awakeatnight?Whataretheirfrustrations?Whatwebsitesdotheyvisit?Etc.
Chapter2–CraftingYourMessage
Tostandoutfromthecrowdyouneedtocraftacompellingmessagethatgrabstheattentionofyourtarget
market.
Whenadvertisingorcommunicatingtoyourmarket…
• Beclearonthepurposeofyourad
• Insteadoftryingtoselldirectlyfromyourad,simplyinvitethemtoputuptheirhandandshow
interest
• HaveaUSP(UniqueSellingProposition)thatclearlyexplainswhytheyshouldbuyfromyouratherthan
fromyournearestcompetitor.“Quality”and“greatservice”arenotUSPs–theyareexpected.
• Getintothemindofthecustomerandunderstandwhattheyreallywant–it’srarelythethingyouare
sellinganditisusuallytheresultofthethingthatyouareselling.
• Trytostandoutandberemarkable(soothersmakeremarksaboutyourbusiness,ad,etc)
• Don’tfallintothetrapoftalkingaboutyourproductoryourself.Havean‘ElevatorPitch’thattalks
abouttheproblemthatyourcustomershave,howyousolveit,andanexample(proof).
• Promotetheproduct/servicethatyouhavethemostconfidenceindelivering.
• Targettheprospect’spaininsteadoffocusingonyourfeaturesandbenefits.Yourprospectsand
customerswantpainrelief(solutions),notfeaturesandbenefits.
• Peoplearemorewillingtopayforacurethanforprevention.Targetingexistingpainratherthan
promisingfuturepleasurewillresultinmuchhigherconversion,muchhighercustomersatisfactionand
lowerpriceresistance.
• Onewaytoconnectistounderstandtheperceivedcauseofthepainforyourprospects(whothey
blame).Thensidewiththemandtiethisintoyoursolution.
Also,nameyourproduct,serviceorbusinesssothatitisclearwhatyoudowithouthavingtoexplainit.If
youneedtoexplainthename,thenyouarealreadyatadisadvantage.
Chapter3–ReachingProspectsWithAdvertisingMedia
•
•
•
•
•
•
•
•
Knowyournumbers–asuccessfulmarketingcampaignasapositiveROI(ReturnOnInvestment).Need
toknownumberssuchasLifetimeValueandAcquisitionCost.
TargetinganichemeansthatyourmarketingshouldbemuchcheaperANDmoreeffective.
Socialmediaisnottheidealsellingenvironment.However,itisagreatplacetocreateandextend
relationshipswhichcanturnintoacommercialrelationship.
Socialmediaisthepropertyofthesocialnetworkprovider.Buildyouownmarketingassets(website,
blog,etc)andusesocialmediatodrivetraffictotheseassets.
Youremaildatabaseisstilloneofthemostimportantelementsofyouronlinemarketingstrategy.Be
conversational,useacommercialemailmarketingsystem,emailregularly,givevaluableinformation,
automate.
Complementemailwitholdfashioned“snailmail”.Emailisefficientbutcardsandpostcardscan
connectonanemotionallevel.Snailmailalsostandsoutsincemostofyourcompetitorsrelyonusing
email.
Thereisnoneedforamarketingbudgetifyourmarketingisworking(resultinginapositiveROI).
Haveatleast5sourcesofnewleadsandnewcustomers.Don’trelyonjustoneortwo.
Chapter4–CapturingLeads
Thenumber1aimofdirectresponsemarketingistofindpeoplethatareinterestedinwhatyoudoandget
themontoyourdatabase.Youcanthenprovidethemwithon-goingvalue,positionyourselfasanauthority
andcreatearelationshipbuiltontrust.Thesaleswillcomewhentheyarereadytobuy.
Thisisbecausethevastmajorityofpeoplearenotreadytobuywhentheyseeyourad.Ifyoudon’tput
themonyourdatabasethenyou’velostthem.
Thismeansbecomingafarmerinsteadofahunter.
Chapter5–NurturingLeads
Nurturingleadsistheprocessoftakingpeoplefrombeingvaguelyinterestedinwhatyouhavetoofferto
desiringitandwantingtodobusinesswithyou.
Whenitcomestomarketing,themoneyisinthefollow-up.
Contactyourdatabaseregularlywithvaluableinformation.Yourjobistomarkettothemuntiltheybuyor
die.Insteadofbeingapestyouwillbecomeawelcomeguest(atrustedauthority).
LumpyMail
Lumpymailisapackagesentbypost.Takelumpymailtothenextlevelwiththe“shockandawepackage”.
Insteadofrespondingtoanewleadwithanemail,sendthemapackagewithunique,benefit-ladenassets
(e.g.books,DVDorCDincludingtestimonials,mediaclippings,brochures,whitepapers,productsamples,
promoitems,handwrittennotes,etc)
Usetechnologyandpeoplewiththerightskillstohelpyoutoautomateandyourcontactprocessandto
keepitconsistentandregular.
Chapter6–SalesConversion
Understandthatpeoplehavebeenbittentoomanytimes,andunlessyouarethewell-knownindustry
leaderthenyouarestartingtherelationshipinnegativeterritory.
• Positioningisimportant.Don’tbetooeagertosell.Buildtrustbydelayingthesaleandeducatingyour
prospectsinstead.Thiswillpositionyouastheexpertandsomeoneofvalue.
• Presentyourbusinessinwaysthatconveystrustandconfidence.Focusonyourwebsite,emailaddress
(avoidGmailaccounts),phonenumber,useaCRM.
• Understandthespecificfearsthatyourcustomershaveaboutusingyourproduct/serviceandprovide
anoutrageous/powerfulguaranteetoovercomethefear.
• Don’tgiveyourprospecttoomanyoptionssincethiswillmakethemreluctanttomakeadecisiondue
toafearofmakingthewrongdecision.Givethem2-3optionsandpricing.
• Inviteyourcustomersto“trybeforetheybuy”.
• Tellandremindthemaboutyourskills,howyouacquiredthemandthelengthsthatyouhavegoneto
totrainyourteamandimplementsystemstoprovidethemwithexceptionalservice.Tellingthe
backstorytoyourproduct/serviceisessentialanditgivesthemanassurancethatthereissubstance
andqualitybehindyourproduct.
Chapter7–DeliveringaWorldClassExperience
Oneofthethingsthatseparatesextraordinarybusinessesfromordinaryoneisthattheylead“tribes”of
RavingFans.
• DothingstoWOWyourcustomersandfosterlifetimerelationships.
• Don’tjustgivethemwhatthey(thinkthey)want,givethemwhattheyneed.Thismeansworkingwith
themafterthesaletohelpthemtogetresultsfromtheproductorservicethatthey’vepurchased.
• Becomea“thoughtleader”bycreatingandsharingcontent.
• Systemiseyourbusiness:Marketingsystems,Salessystems,Fulfilmentsystems,Administration
systems.
Chapter8–IncreasingCustomerLifetimeValue
Thischaptercoversavarietyofstrategiessuchas:Raisingprices,Upselling,Ascension,Increasing
frequency,Reactivatingpastcustomers.
Chapter9–OrchestratingandStimulatingReferrals
Manybusinessesrelyingon“wordofmouth”andsimplyhopeforreferrals.Thisislikehopingforafree
lunchtofeedyourselfandyourfamily.
Insteadweneedtohaveasystemtogenerateconsistentreferrals.
• Understandthatpeoplegivereferralsnotbecausetheywanttodothebusinessafavour,butbecause
theywanttohelptheirfriendsanditmakesthemlookandfeelgood.
• Simplyaskcustomersforareferralafteryou’vedeliveredthemagoodresult.Offerthemagiftor
voucherforthemtopassontooneoftheirfriends.
• Makeisknowntoyourcustomerduringtheon-boardingprocessthatyouexpectthemtogiveyou
referralsasanaturalpartofdoingbusinesswithyou.
• Findbusinessesthatdealwithyourcustomerbeforeyoudoandofferthemagiftorvouchertopass
ontotheircustomers.Youcanalsoofferthemafinder’sfeebutsomebusinessesarereluctanttoget
paid.