Create your Plan for Massive Success!Mar 14, 2022
In my time working with women entrepreneurs, I have found that there are two things we don't have a lot of.
Time and money.
So, keeping in mind how much you have to do right now, I have taken the lengthy process of building a marketing plan, and distilled it to its most key parts. Just ten simple steps, you can set your business up for success, and hit those massive goals this year!
This week, it’s time to put together your marketing plan with our 10 Simple Steps Marketing Plan.
We’ve got a FREE workbook that goes through this step by step, and you can download it with the link at the bottom of the page.
This training is PACKED with action items for you to follow up on and you won’t have time to get them all done today, so start a notebook – write them all down today and then prioritize them and get time blocks to work through them on your calendar over the next few weeks.
Get your pen and paper ready, and let's do this!
Step 1. Who is your Target Audience?
It helps to think of them as individual people, rather than general characteristics. Women, for example, isn't a target audience.
How old are they, where do they live, how much do they earn, what is their lifestyle, their gender, their behavior, what do they struggle with, etc.
The more you can niche it down, the more your message will resonate with who you are trying to reach. The biggest mistake we all tend to make is to go too broad with our audience, thinking that will give us more customers.
But what it really does is give us more competition, and less opportunity to really hit home with our messaging. We can’t get specific enough with our message to really resonate.
We went through this in detail in Episode 3 on the One Step Empire podcast and gave you to worksheet to build your ideal buyer persona’s. If you missed that, go back and it will walk you through how to really drill down to your target audience.
Step 2. What is your Unique Selling Proposition?
What makes your product or service unique, and better than available alternatives? What makes your business stand out?
Sometimes the USP is a characteristic of your product or service that makes it better or different, but sometimes it is completely created, like insane customer service, or luxury branding, for example.
But to be successful selling your product, it has to have something about it that makes it more attractive to your customers, is it a low price, a great guarantee, proven results? What makes it better than the competition?
Step 3. What is your Value to Customers?
Why will you customers choose you? What do you offer that makes you valuable to them? Why will they keep choosing you and refer their friends to you?
One of the best ways to determine this is to ask your customers. You can do an informal poll on Facebook or Instagram stories, or something more formal emailed to your mailing list, with a service like Survey Monkey.
You may think you know why they buy, but if you don't ask you are just guessing. So don't waste your time or money on guesswork – ask them – you may be surprised at the answers you get.
Step 4. What are your SWOT's?
SWOT stands for strengths, weakness, opportunities, and threats. It's a really useful way to break down both internal and external factors that affect your business.
Look at your internal strengths and weaknesses, and then break down your external threats and opportunities. This one sounds painfully boring, but I promise it’s one of the fastest ways to find opportunities you can cash in on right away and because of that it’s one of the most exciting exercises for me.
We went through this in detail on Episode 4 of the One Step Empire podcast – we walk you through the entire process and give you the worksheet there, so go back and have a listen to that one.
Step 5. Who are your Competitors?
When I mention this one, I so often have women tell me that they don't bother with their competition. They don't want to know what they are doing, they want to do their own thing. But copying your competition isn’t the point here. The reason you need to research your competition is the opposite, in fact.
It's critical to understand the landscape you are operating in, so you can set yourself apart from the pack, and find opportunities that you competitors might be missing, or even creating for you.
Who are your top three competitors? What do they do well? What do they do poorly, that creates opportunities for you to increase your market share?
Do the SWOT analysis you just did for your company, but for your top three competitors.
Step 6. What is your Pricing Strategy?
What will you charge for your product or service? What will your markup be? What packages or discounts will you offer? Keep in mind market conditions, competitors, and production costs, as well as what makes you unique in the market, and adds value. Pricing strategy is a cornerstone of your marketing plan.
Step 7. What's your Promotion Strategy?
How will people find out about your product or service? How will you find your leads, customers, and referrals? Where are your people now? How can you get in front of them? This includes your social media strategy, your ads, content etc.
This is what many of us think of when we think we have a “marketing plan” in place – but it’s actually just one small part of what your total marketing plan should be.
Have you got your promotion strategy items planned out on a calendar so you can allot prep time and resources to make them happen?
Step 8. What are your Marketing Goals?
What results do you want to see by the end of 1 month, 6 months, and 1 year? Include measurable goals like subscribers, views on social media, new inquiries etc, as well as campaign launches, completed projects and other goals.
Step 9. What is your Marketing Budget?
You are going to have to spend some money. How much money depends on your goals and what you can afford. But even if your strategy is mostly low cost or free strategies, like content marketing, for example, you will want to have a small budget to spend to get that content in front of new prospects. How much are you willing to spend per month on marketing?
Do you have budget to hire outside resources?
Step 10. Now Create your Action Plan
You will want to think through the following:
What specific steps will you take to act on the opportunities you found in the SWOT of your company and your competitors?
What do you need to do to implement your promotions strategy? What groundwork is required?
What steps will you take to reach the marketing goals you outlined?
On a separate piece of paper work through the details of those three questions.
You are now ready to outline 10 action points you need to complete in the next 30 days, to reach your goals. Set a specific date to complete each task, to keep yourself accountable. Once you get to the end of this 30 days you can look at the next set of goals and lay out the next 10 steps required for the next 30 days to achieve those goals.
To set yourself up for success, be sure to set a date you can reasonably achieve, and then stick to it. When you achieve each goal on your list, be sure to reward yourself for that success. That's a little mindset trick that paves the way for even more success in the future.
Download your 10 Simple Steps Marketing Planner.
Don't miss out on on our FREE Bootstrapper's Guide to BIG Marketing on a Small Budget! It's full of marketing tactics that you can use to build your audience FAST on a budget! DOWNLOAD HERE
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