Tackle Your Marketing TO-DO List

with P.L.O.W.

Biggest ChallengesGetting Everything Done by Yourself

http://www.marketingprofs.com/charts/2015/26859/the-most-effective-marketing-strategies-for-small-businesses#ixzz3j0LsGye2

–Audrey II, Little Shop of Horrors

“No sh*! Sherlock.”

Energy, Ideas & Passion are Not Enough

Spark: Vision & Risk

Management Discipline

Leadership: Maintain & Grow

Delegate

Evolving businesses require the development of systems, procedures, and processes if they want to grow.

Sole Decision-Maker Disciplined Manager

The Business Book: Big Ideas Simply Explained

Don’t Get Lost in TacticsIt’s Knowing Which Ones to Use

Organize Your Wishlist

Drivers ID Objectives QuantifyClarify

Drivers Motivators, Influences, Forces, Problems

Internal (Your Time & Money) External

More money

More personal time

More time on what I like -- less on what I don’t

Better working environment

Industry

Marketplace

Competition

Market Trends

Video Company X “Drivers"

“I want to move my business to the next stage. I’ve hit a plateau. I’d like to...”

Find a niche

Acquire bigger clients

Find a commissioned salesperson

Get an admin

Create videos for clients’ social media marketing

Identify the Objective

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Bigger Clients

Niche

Commissioned Salesperson

Admin

Social Media Videos

Clarify & Quantify Vague Objectives are Not Attainable

Who How Many?

Demographics, Geography? How many do you need?

B2B: Size? Industry? What’s your capacity?

Needs, concerns, problems, pain points, behaviors? Timeframe?

A worthy objective? Can you “afford” to acquire them? Profitable?

Identify Strategies

Remaining Drivers Categorize PrioritizeConsider

Marketing Isn’t Just Promotions

Products and services you offer

How you deliver them

Acquiring new customers

Communicating with existing ones

The P.L.O.W. System

Promotion Getting the Word Out

Logistics Efficiency

Opportunity Improvement

Work Mining & Maximizing

Video Company X Categorize

“I want to move my business to the next stage. I’ve hit a plateau. I’d like to...”

Find a niche

Acquire bigger clients

Find a commissioned salesperson

Get an admin

Create videos for clients’ social media marketing

Objective

OPPORTUNITY

OPPORTUNITY

LOGISTICS

LOGISTICS

–Unknown, but a great question.

“What have we missed?”

P.L.O.W. Helps Identify Gaps

MISSING!Commissioned salesperson

Get an admin

Find a niche

Do videos for clients’ social media

MISSING!

P L

O W

Build awareness

Ask for referrals

Don’t Assume Question & Evaluate Options

Objective PLOW Possible Solutions Questions (W’s)

Acquire bigger clients

P Build awareness Is lack of awareness the problem? How would we know? How would we make them aware?

L Commissioned salesperson Viable solution? Do they exist?

L Hire admin Can I afford it? What will they do? My time?

O Find a niche Why? How? New, existing, differentiation?

OCreate videos for

clients’ social media marketing

Will clients care? Which ones? Will it lead you to bigger clients? How? Will your current

customers want them? Will they pay? How much? Profitable?

W Ask clients for referrals Have you? How will you? What’s your process?

PrioritizeEasiest to Execute

Short Term vs. Long Term

Most profitable

Product-Portfolio Matrix (BCG)

Existing Customers New Customers

Existing Products 1

New Products 4

Easiest

Hardest

Videos

Awareness

$$$

$

Your Blueprint Acquire Bigger Clients

P.L.O.W.Planner

PLOW Goal (Q) Calendar/Runway

Metric or Results/ Tools

P Build awareness with X number of people

Q1/3 months

Increased website traffic/Google Analytics

L

O Create videos for clients’ social media marketing

Q2/6 months

Packages designed/described/priced

W

Identify Tasks

Strategy ActionsTacticsPrioritized Solutions

• Build awareness for existing products with new customers • Create videos for social media marketing

Divide & Conquer

“Divide each difficulty into as many parts as is feasible and necessary

to resolve it.”

– Rene Descartes

Goal: Build Awareness Get from A --> B

Promotional Mix Website Personal

Selling Advertising Public Relations

StrategyImprove Website Visibility

Get to know decision-makers

Drive website traffic

Demonstrate expertise

TacticImprove keyword

usage

Attend target networking

eventsGoogle Ads Put blog posts

on Linkedin

Task/Action Research keywords

List local events and

sign up

Research Adwords

expert

Create editorial calendar

Media

Strategy Matrix

The P.L.O.W. Mindset

Set realistic objectives - keep your eye on the prize

Make decisions that yield efficiency & effectiveness

Be accountable

Develop repeatable processes - leverage cloud technology

Track results

P.L.O.W. Management Kit

20,000’ A-->B: Tactics, Target, Media

Accountability Performance

Now It’s Your Turn

1. Create a wishlist

2. Identify the objectives and quantify (plug into Planner)

3. Vet out everything else. What’s missing? Weigh the options. Prioritize.

4. Select strategies and tactics (plug into Strategy Matrix)

5. Create a list of actions for every tactic (plug into Scorecard)

6. Execute (the Scorecard will keep you accountable)

7. Measure business performance (with the Tracker)

Free & Low-Cost Tools

Contacts, Leads, Sales Pipeline, Project Management

Website data

Performance dashboards

Strategy/communication

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A Big Picture Approach to Small Business™

206-335-5929 info@blockbeta.com

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