7 steps to create a marketing plan
DESCRIPTION
7 Steps to Create a marketing plan that gets you new customers, more visibility, and peace of mindTRANSCRIPT
Steps to Create a marketing plan that gets you new customers, more visibility, and peace of mind!
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Steps to Create a marketing plan that gets you new customers, more visibility, and peace of mind!7
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AgendaI. The undeniable benefits of a marketing
plan
II. How to create a marketing plan, step-by-step (it’s not hard)
III. Best practices, worst practices, and other important things to considerwww.losangeleswebstrategies.com
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THE UNDENIABLE BENEFITS OF A
MARKETING PLAN
act one
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“If you don’t know where you are going, any road will get you
there.”
- Lewis Carrollwww.losangeleswebstrategies.com
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“hope is not a strategy!”
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Who Uses a Marketing Plan?
+ every successful business
you can think of
+ Wal-mart, GE, Apple, BMW, bob’s burger shack…the best +whether they are big or small!
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What’s the Opposite of a Plan?
+ Nothing good – aimlessness, idleness, confusion, inertia
+ essential to maximize your business potential (NOT a pointless academic exercise)
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The Payoff of a Marketing Plan
+ clear understanding of
how
to maximize profit
+ Keep sight of big picture
+ Facilitates measurement
+ Get your team on same
pagewww.losangeleswebstrategies.com
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HOW TO CREATE A MARKETING PLAN, STEP-BY-STEP (IT’S
NOT HARD)
Act two
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Step 1: Brainstorm+ Step back and
think!– How did the last year
go?
– What currently works for you?
– What doesn’t?
– What big ideas do you have for your business that you haven’t had time for yet?
– Don’t evaluate yet…just let it flow
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Step 2: Know Your Customer
+ Identify your target
customer– validate assumptions
about who they are and what they want
– Demographic information
– Psychographic information
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Step 2: Know Your Customer
+ Find out where they
“Hang out”– What magazines,
blogs, social media sites do they already use
– Where are they likely to find information about your products and/or services
– Leverage these existing “channels” to get highest ROI
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Step 2: Know Your Customer+ survey your customers
– Why did they buy from you?
– What do they think of your products/services/Brand?
– Do they also buy from your competition?
– How likely are they to recommend you to others?
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Step 3: Study Your Market
+ current state of marketplace
- Dollar size of market
- Sales and distribution set up
- Geographic area
- Competitors
- major trends to be aware of
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Step 4: Study Your Competition
+ list all major competitors
+ financial reports
+ product/service catalog
+ where are they strong?
+ where are they
vulnerable?
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Step 5: SWOT Analysis
+ Strengths, weaknesses, opportunities and threats
+ focus on finding 3 big +opportunities to take your +business to a new level
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Step 6: Set Clear Goals+ Realistic stretch goals
– Start with revenue– Develop quarterly milestones– Work backwards
+ develop road map to get there– introduce new products– raise prices– enter new territories, cross-sell,
etc.
+ Asses impact, ability to execute, budget
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Step 6: Set Clear Goals+ Determine measures of success
– track progress weekly and by campaign
– Put real-time (or close!) tracking in place
+ allocate budget across objectives
+ Conduct quarterly performance evaluation
+ Make adjustments as you go!
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Step 7: Schedule and Execute+ create a calendar
– Major objectives for entire year
– Detailed plan for next quarter
– Plan outline for following quarter
– keep it visible
+ Create 6-week daily action plan and assign
– Identify action owners
– identify specific to-dos
– Add them to calendar
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BEST PRACTICES, WORST PRACTICES,
AND OTHER IMPORTANT THINGS
TO CONSIDER
Act three
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Best Practices
+ Have fun…think big!
+ Battle small budget
with boldness +and
creativity
+ Involve your team
+ Focus on the “BIG FEW”www.losangeleswebstrategies.com
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Worst Practices
+ plan = academic
exercise
+ create and operate
in vacuum
+ failure to measure
+ failure to adjust
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Things to Consider…
+ Marketing is the most important thing to grow +your business!
+ Fail to plan = plan to fail
+ Be specific and action-oriented
+ Act, observe, adjust, act again
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Questions?
We’re here to help – Get in touch!
We’d love to help.
• Just get in touch!
www.losangeleswebstrategies.com
(213) 607-9100