marketing checklist new & updated for 2014 Tired of never having a steady stream of NEW customers, clients, or patients?

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1 marketing checklist new & updated for 2014 Tired of never having a steady stream of NEW customers, clients, or patients? Find and fix the leaks in your marketing plan NOW with by following the steps in this checklist. Enjoy! 0 Created by Art Basmajian & Cheryl Hunt Barron Marketing Solutions Pittsburgh, PA 15238

2 Step 1: Research Your Target Market First, make the most of your marketing by determining exactly who your target market is. Record Common Characteristics Analyze your current sales process to see if there are any patterns with your top customers. Survey Current Customers Dig deeper by conducting an or phone survey of your top customers. Step 2: Personify Your Target Market Now, turn your research into something tangible and real. Create an Avatar Paint a picture of who the ultimate decision maker is. Consider gender, age, marital status, hobbies, socio-economics, job, etc. Determine the Problem Write a paragraph that describes the thoughts going through your prospect s mind as he/she lies awake at night agonizing over the problem that you are able to solve. Journal It Put yourself in your customer s place and write a journal entry that describes how your solution is going to make their life better and solve the challenges that are causing worry and stress. Step 3: Identify Cost of Acquisition Figure out an approximate cost for acquiring a new customer. Evaluate Annual Value of a Customer Determine how much an average customer spends purchasing your Barron Marketing Solutions All rights reserved.

3 products and/or services in the course of one year. Commit to a Spending Limit Determine how much you are willing or able to invest in order to acquire a new customer. This amount can and should be increased as you test and tweak your marketing efforts. Step 4: Set Goals In order to create a marketing map or blueprint, you first need to know where you want to be at the end of the journey. Schedule Planning Retreats Set aside two days every year (away from the office) to plan financial, new product, and other goals. Every quarter, set aside one day to assess progress, renew motivation, and determine what it will take to meet your annual goals. Calculate New Customers Figure how many new customers you will need in order to reach your goals. Step 5: Set Marketing Budget If you ve completed steps 3 and 4, the hard work has already been done and your budget for the next year is ready to go! Determine Your Annual Marketing Budget Just take the number of new customers set in Section 4 as your goal and multiply that number by cost of acquisition determined in Section 3. Break It Down Figure out your quarterly and monthly budgets based on your annual budget. And then adjust your goals and cost of acquisition as necessary Barron Marketing Solutions All rights reserved.

4 Step 6: Brand Yourself Your brand is your company calling card. And a consistent brand is what should drive every marketing effort. Logo Your logo sets the tone for your company s image. A professional graphic designer will work with you to create one that is a true reflection of your message. Company Colors Using your brand s colors in your templates, PowerPoint presentations, print materials, and website will promote consistency. USP With your target audience in mind, stand out from the crowds by creating a focused Unique Selling Proposition (USP). Tagline Craft a compelling tagline that is short, easy to remember, catchy, and based on your USP. Elevator Speech In 15 seconds or less, combine your USP and tagline into one message that focuses on the one main problem you solve and the benefits your clients receive by doing business with you. Step 7: Create Your Irresistible Offer No fish wants to be caught. But if what s on the end of the hook is something it really, really wants, it will take the bait. When it comes to marketing, you will need an undeniable reason for your prospects to give you their contact information! What Your Prospect Wants Most Notice we didn t say needs. Always give your prospect what he wants; and then when you deliver the goods, you can include what Barron Marketing Solutions All rights reserved.

5 he needs. If after doing research in Step 1, visit the places (online forums, social media sites, etc.) where your target audiences hangs out and listen to their conversations. Ideas for Your Lead Magnet Brainstorm as many ways as you can think of to give your prospect all or a portion of what they want most. The magnet (often called bait ) should be free or cost very little. What works? E-books, special reports, a video series, a checklist (you re reading one now!) Step 8: Lead Generating Strategies Although our forte is Internet marketing, there are many ways to get prospects into your sales funnel and request your irresistible offer. Direct Mail When executed creatively, this is still one of the most effective forms of marketing. A highly-targeted list and tracking are key components in this strategy. Strategic Partnerships Who can you partner with to grow your business? They could be referral partners or non-competing companies whose customers are the same type as yours are. A spa and a clothing boutique handing out coupons for each other s businesses is a win-win. Events Find and attend the seminars, webinars, trade shows and similar events that your target market may already be attending. These are perfect opportunities to network. Holding your own event (Google Hangouts are free online options) is another option to start building credibility. Advertising Based on the research you ve already done, you should already know where your target audience can be found. What newspapers and magazines do they read? Radio, television, and billboards are Barron Marketing Solutions All rights reserved.

6 options if your budget allows. Public Relations An effectively written press release can be just what is needed to create a buzz within your industry. There are free press release sites to take advantage off. Internet Marketing Your Internet marketing efforts should include a variety of strategies: Website and Landing Pages Search Engine Optimization Pay-Per-Click Advertising Social Media Marketing Blogging Step 9: Prioritize Implementation A big mistake would be to try and implement all the different lead generation strategies from step 8 all at once. Just like you would build a house, divide them into two phases based on specific criteria. And watch your budget because steps 10 and 11 aren t free. Phase 1 - Strategies to Implement Now This group of strategies is for those that are quick, easy, and affordable to implement. Your goal is to get results perfection is not. List each strategy, the action items needed to get it done, and who is in charge of implementing. You do not need to do everything yourself! Phase 2 - Strategies to Implement Later List other strategies that you want to incorporate in your marketing but are going to need additional time and/or resources to execute Barron Marketing Solutions All rights reserved.

7 Step 10: Nurture Leads Not all prospects will be ready to buy from you when they enter your sales funnel. Similar to Step 8, follow up with leads until they are ready to purchase your product or service. A nurture campaign should include each of the following 3 methods along with the necessary action items. An all-in-one CRM (customer relationship manager) and marketing software like Infusionsoft is an option that will make your job easier. Internet Marketing Use social media, , and text messaging to follow up with leads. Direct Mail Sending personalized cards, letters, and gifts in the mail is a great way to nurture your hard-won leads. Delivered in a sequence is best. Phone Calls If you ve collected a prospect s phone number, plan to follow up with them as soon as possible especially while interest is high. Step 11: WOW Customers One of the three ways to grow a business is to get your existing customers to buy from you more often. By giving your customers the red carpet treatment after they purchase, they will be more inclined to make repeat purchases from you. Implement the same strategies with your customers as you do with your leads. Internet Marketing Social media is a great place to follow up with tips and advice in using what they ve purchase from you. Personalized s are a must Barron Marketing Solutions All rights reserved.

8 Direct Mail Send printed newsletters, birthday cards, and just-because-weappreciate-you gifts in the mail. Phone Call Making outbound customer service calls can go a long way with retaining customers. Step 12: Track Results Unless you track your marketing results, you won t really have an accurate indication of whether you are getting any ROI (return on investment.) The best way of doing this is with KPI s, or Key Performance Indicators. Sales Funnel Define the steps prospects take when purchasing from you from the very first point of contact to the very last. Create System for Tracking Take the most important steps from your sales funnel and make them your KPI s. Put them into a spreadsheet and attach goals to each KPI so that you can track your progress. If you are an Infusionsoft member, you can automate this process. Step 13: Refine the Sales Process Just because your lead generating methods got the phone ringing or brought the customers in the door does not mean your work is done! Script It Out Create a script for whenever you have a follow-up conversation with your prospects, customers, and referral partners. Fix Leaks Locate the points in your sales funnel where prospects are dropping off as they re moving through the funnel. Tweak these weak spots Barron Marketing Solutions All rights reserved.

9 Step 14: Split Test Sometimes called A/B testing, split testing is when you make one change at a time to a baseline sample to see which version pulls better results. Develop a Split Test Plan This is the piece that most businesses just don t take the time to do. Take your marketing efforts to the next level by split testing them. For example, if you re sending out a total 10,000 direct mail sales letters, seed your campaign by first sending out two batches of 1,000. Just change just the headline and see which set of 1,000 letters gets a better response. Then with the winning creative, try a different feature of the letter (font, postage image, envelope color, etc.) to test another batch of 2,000. And so on until you have a winning piece to be sent to the remaining contacts. Split testing can be done with online landing pages, direct mail pieces, paid ads, and more. Always test, test, test! Seize the day! Art Basmajian is president and CEO of Pittsburgh marketing firm Barron Marketing Solutions. He and his partner Cheryl Hunt work with progressive and aggressive small business entrepreneurs who want to grow their businesses using strategic, automated marketing solutions that are creative and get results. Their services include PPC and SEO management, custom web design and graphics, consulting, and Infusionsoft implementation. He can be reached at Barron Marketing Solutions All rights reserved.

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