The definition of Plan is: "A detailed proposal for doing or
achieving something."
I've observed that when it comes to marketing, most of us don't
plan. Instead we have vague wishes and goals of what we'd like to
do. For instance:
- Do more speaking
- Start or complete a web site
- Join organizations and do more networking
- Start a monthly email newsletter (eZine)
OK, nothing wrong with these or other goals, but they are not
marketing action plans. Ultimately these need to be translated
into project lists as I discussed last week, but planning is the step
before that.
Let me give you my complete formula for creating workable
marketing action plans:
1. Service Offered
What exactly is the service you are offering? Make it as tangible
as possible, not vague or indefinite.
I.e., Individual Management Consulting and Coaching Program for
senior managers in Fortune 1000 companies. Fee is $20,000.
Time commitment is one year.
Also be clear about the results that you will deliver with your
service or program.
2. Target Market
Who are your ideal clients? Don't waste your time marketing to
those who are not the perfect clients for you.
I.e., My ideal clients are top managers in Fortune 1000 companies.
They are successful, but at a turning point in their
careers and looking at how to build a legacy that will last long
after they leave the company.
You really have to know your ideal clients well. Don't just make
this up; it needs to be based on solid experience.
3. Objective
This is the ultimate result or goal you want to accomplish with
your marketing plan. I've found that a specific, measurable
objective such as X number of clients bringing in Y dollars by a
specific date is the kind of clarity you need.
I.e., Five new consulting clients by the end of the year who pay a
minimum of $20,000 - totaling a minimum of $100,000.
Now that's a real objective!
4. Additional Intentions
In the course of pursing your objective you should have other
goals or intentions. These are other things you'll accomplish that
will support the achievement of your objective.
I.e., More visibility and credibility with my target market, increase
skills in the area of speaking and writing, one or more joint
venture relationships, close a higher percentage of prospects per
marketing conversation, etc.
Note that none of these should be your ultimate objective, they
are only a means to an end.
5. Marketing Strategy or Method
You may have a primary marketing strategy you'll use, but it
might be a combination of strategies.
I.e. Speaking, teleclasses, follow-up by email and phone.
Going in, you may not know all the how-tos of these strategies;
you may have to research and study them first.
6. Marketing Materials
What written or online materials will you need to communicate
about your services to your target market?
I.e. Service write-up on web site, presentation for talk and/or
teleclass, article for follow-up, phone script, etc.
7. Resources
Resources are time, money and manpower.
I.e., X dollars and hours to develop web design and content, a day
to write articles, a person to organize talks and teleclasses, etc.
Your written materials are the pivotal pieces of your marketing
plan, as they communicate the value of your services.
8. Game Plan
This is what, when, and how you implement your plan. These are
all the moving parts of your plan, strung together into a workable
whole.
I.e., Develop written marketing materials, find opportunities to
speak to your ideal audience, obtain speaking engagements, put
together slide presentation, give talks to your audience, offer
article to those who are interested, make follow-up calls to the
most likely prospects, conduct selling conversations.
Each of these steps need to be designed and executed to the best
of your ability. Repeat and fine tune.
9. Time Line
This is simply taking the above action items in your game plan
above and putting them onto a project sheet and fitting them
into your schedule.
I.e., Develop written materials - by Jan 15, Research speaking
opportunities - month of January, etc.
10. Implementation
Now that you have all your marketing to do's listed on your
project sheets, it's simply a matter of knocking off all these items
one at time. Then it all comes down doing a few items every day
until your plan is in motion and producing results.
Now, that's a marketing plan!
As you can see, although it contains several steps, it's pretty
simple and straightforward. If you create plans like this you will
accomplish more in your marketing this year than you ever
thought possible.
*
The More Clients Bottom Line: In order to produce significant
marketing results, you need to go beyond goals and marketing
activities and create a comprehensive step-by-step plan.
*
What marketing action plans will you be implementing this
coming year?
achieving something."
I've observed that when it comes to marketing, most of us don't
plan. Instead we have vague wishes and goals of what we'd like to
do. For instance:
- Do more speaking
- Start or complete a web site
- Join organizations and do more networking
- Start a monthly email newsletter (eZine)
OK, nothing wrong with these or other goals, but they are not
marketing action plans. Ultimately these need to be translated
into project lists as I discussed last week, but planning is the step
before that.
Let me give you my complete formula for creating workable
marketing action plans:
1. Service Offered
What exactly is the service you are offering? Make it as tangible
as possible, not vague or indefinite.
I.e., Individual Management Consulting and Coaching Program for
senior managers in Fortune 1000 companies. Fee is $20,000.
Time commitment is one year.
Also be clear about the results that you will deliver with your
service or program.
2. Target Market
Who are your ideal clients? Don't waste your time marketing to
those who are not the perfect clients for you.
I.e., My ideal clients are top managers in Fortune 1000 companies.
They are successful, but at a turning point in their
careers and looking at how to build a legacy that will last long
after they leave the company.
You really have to know your ideal clients well. Don't just make
this up; it needs to be based on solid experience.
3. Objective
This is the ultimate result or goal you want to accomplish with
your marketing plan. I've found that a specific, measurable
objective such as X number of clients bringing in Y dollars by a
specific date is the kind of clarity you need.
I.e., Five new consulting clients by the end of the year who pay a
minimum of $20,000 - totaling a minimum of $100,000.
Now that's a real objective!
4. Additional Intentions
In the course of pursing your objective you should have other
goals or intentions. These are other things you'll accomplish that
will support the achievement of your objective.
I.e., More visibility and credibility with my target market, increase
skills in the area of speaking and writing, one or more joint
venture relationships, close a higher percentage of prospects per
marketing conversation, etc.
Note that none of these should be your ultimate objective, they
are only a means to an end.
5. Marketing Strategy or Method
You may have a primary marketing strategy you'll use, but it
might be a combination of strategies.
I.e. Speaking, teleclasses, follow-up by email and phone.
Going in, you may not know all the how-tos of these strategies;
you may have to research and study them first.
6. Marketing Materials
What written or online materials will you need to communicate
about your services to your target market?
I.e. Service write-up on web site, presentation for talk and/or
teleclass, article for follow-up, phone script, etc.
7. Resources
Resources are time, money and manpower.
I.e., X dollars and hours to develop web design and content, a day
to write articles, a person to organize talks and teleclasses, etc.
Your written materials are the pivotal pieces of your marketing
plan, as they communicate the value of your services.
8. Game Plan
This is what, when, and how you implement your plan. These are
all the moving parts of your plan, strung together into a workable
whole.
I.e., Develop written marketing materials, find opportunities to
speak to your ideal audience, obtain speaking engagements, put
together slide presentation, give talks to your audience, offer
article to those who are interested, make follow-up calls to the
most likely prospects, conduct selling conversations.
Each of these steps need to be designed and executed to the best
of your ability. Repeat and fine tune.
9. Time Line
This is simply taking the above action items in your game plan
above and putting them onto a project sheet and fitting them
into your schedule.
I.e., Develop written materials - by Jan 15, Research speaking
opportunities - month of January, etc.
10. Implementation
Now that you have all your marketing to do's listed on your
project sheets, it's simply a matter of knocking off all these items
one at time. Then it all comes down doing a few items every day
until your plan is in motion and producing results.
Now, that's a marketing plan!
As you can see, although it contains several steps, it's pretty
simple and straightforward. If you create plans like this you will
accomplish more in your marketing this year than you ever
thought possible.
*
The More Clients Bottom Line: In order to produce significant
marketing results, you need to go beyond goals and marketing
activities and create a comprehensive step-by-step plan.
*
What marketing action plans will you be implementing this
coming year?
http://www.actionplan.blogs.com/
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