Marketing Plan for. Define your business: Marketing Plan Worksheet Template

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1 Marketing Plan for Define your business: What is your vision for your business? What are you trying to ultimately achieve? What is your business purpose? Why did you start this business? What makes your business special? Who wants to buy these services and why (target market)? Who is your competition (both direct and indirect)? What makes you the ideal choice for your target audience? i.e. What makes you different? What are your primary services/products? Masterful Marketing All rights reserved. 1

2 How do you price and package your services? What is your core marketing message to be used in your profiles, web site and other materials? Does your business have a brand identity? Do you have a web presence? i.e. can you be found when you search for your business name? Identify where you have a presence and then evaluate how you appear to those searching for your products and services. What are your marketing goals? Make them the S.M.A.R.T. goal formula: specific, measureable, attainable, relevant, and timely Masterful Marketing All rights reserved. 2

3 Marketing Goals For each marketing goal, select the marketing strategies and tactics within those strategies that will help you achieve your goals. The right set of activities will be different for each business based on your target market, resources and time: Create one table for each goal you want to achieve, listing the tactics and what materials you need to successfully execute the tactic. Those listed are examples use them as a guide only. Strategies Inbound Marketing offers many strategies to drive qualified visitors to your website: Blogging / guest blogging: Develop and publish search-engine friendly, quality content regularly schedule based on your resources Social media marketing: Determine which social networks are relevant to your business then develop a plan to build your visibility and expert reputation. Remember that LinkedIn, Facebook and Google+ provide both personal profiles and business pages. Select the right combination for your needs. Comment marketing: Visit blogs within your industry and interact with bloggers and readers via the comment section. Helps to build your expertise and visibility and get guest blog opportunities Content Marketing: Define your content marketing plan for topics then use marketing, blog comment strategy or blogging to communicate your expertise and message to your target audience. Repurpose your content using different media ebook, podcast, video, presentation, infographics. Curate content from other expert resources and share with your friends, followers and connections. Search engine marketing: Define your top 10 keywords and optimize your website, directory listings, and social media profiles to increase visibility in the search engines. Sign up and take advantage of the Google Authorship program to increase visibility for our original content. Marketing: Create a valuable offer and build your inhouse list. Determine strategy for how you will regularly communicate with your list. Internet marketing covers other online marketing activities that can help you drive more visitors to your website. Event marketing: Host webinars, tele-clinics or virtual conferences. Publicize the event through your blog and social media outposts. Consider using sponsored posts on Facebook & Twitter PPC advertising (optional): Create and manage pay-per-click advertising Masterful Marketing All rights reserved. 3

4 Marketing Goals Strategies Traditional Marketing still adds value to many local businesses. Consider some traditional tactics to augment your online marketing activities. Advertising: Select relevant, targeted publications such as your local chamber s directory, local business journal s special sections or local weekly newspaper. Incorporate site signs, vehicle signs or building signs depending on your business Networking: Network to give and get referrals. Develop relationships that support your business without being competitive. Work together on a seminar, cross business services or display together at a local show Direct marketing: Send cards, postcards, newsletters, gift certificates, letters and other creative pieces to a very select list of prospects. Send reminders for service, maintenance or reviews of results. Events: Host live seminars and workshops. Get paid speaking events. Consider industry trade shows, special events, charity events, adult education and executive breakfasts. News / media /Public Relations: Become an expert resource for the media, gain visibility through newsworthy activities. Send out press releases, write bylined articles, write and publicize a book Masterful Marketing All rights reserved. 4

5 Marketing Goal Strategies/Tactics Materials Needed Marketing Plan Worksheet Template Example: Increase the number of qualified inbound opportunities per quarter (phone, , web site registrations and referrals) to 50. Inbound Marketing Develop and publish search-engine friendly, quality content weekly Create a Facebook /Google+/LinkedIn company page with consistent branding. Develop a video series for posting on the blog and promoting through YouTube. Create a presentation to upload into SlideShare and link to my blog and social media profiles. Incorporate SEO best practices into your website/ blog to increase visibility Create a local profile on Google+, Bing, Yelp and other local directories Encourage customers to give reviews on major review sites (Yelp, Google+ ) Research blog syndicators to incorporate my blog for a wider reach Create an offer with a call-to-action to convert website traffic to leads. Create a monthly enewsletter to send to in-house list Identify quality blogs and curate content for your audience through social networks Develop a free 45 minute webinar to provide valuable content to target market Updated WordPress website for easy update, multimedia, mobile devices and a blog. Incorporate Google Analytics and Webmaster Tools to gather data for monitoring and measuring success Landing pages that help convert traffic to leads these will be specific for each campaign Create a relevant keyword list for use in SEO best practices, social media profiles and all online marketing content. Create social media profile content and use it across selected social media networks. Develop a list of content topics and an editorial calendar to ensure consistent, relevant content creation Acquire audio / video recorder to create the multimedia materials. Sign up for Mail Chimp, icontact or Constant Contact to build my mailing list. Sign up for Hootsuite to automate posting to social networks Masterful Marketing All rights reserved. 5

6 Marketing Goals Strategies/Tactics Materials Needed Marketing Plan Worksheet Template Masterful Marketing All rights reserved. 6

7 Marketing Goal Strategies/Tactics Materials Needed Marketing Plan Worksheet Template Masterful Marketing All rights reserved. 7

8 Budget Spreadsheet Create a spreadsheet that mimics the following. Identify your revenue goals, expenses for sales tools based on your marketing strategy and tactical expenses for executing your plan. You need to determine what you want to spend annually on marketing and divide it up. Where possible, use free or very inexpensive services. I regularly send information out on quality low cost or free services (like MailChimp!). Revenue Q1 Q2 Q3 Q4 Revenue Gross revenue $30, $30, $30, $30, $120, Expenses Details Total Expense Sales Tools: Web site hosting/domain registration Web site design, development, SEO on WordPress Business card design and print Brochure development and print (if needed) Site signs, Truck lettering, Door hangers Promotional Items: Pens, logo shirts Education/Improvement Fees for virtual training, conferences Memberships (Chamber, BNI, BBB) Masterful Marketing All rights reserved. 8

9 Marketing Strategies: Purpose Tactics Costs Q1 Q2 Q3 Q4 Budget Advertising Lead generation PPC (Google AdWords / Bing) Click bids Niche specific directories Local directory submissions Inbound Marketing Lead generation / visibility Online video Videographer fees Podcasting Fees Infographics Design fees Webinars Software fees News / media / PR Service fees (if not MailChimp) PR service fees Facebook / Twitter Sponsored posts Fees Total Budget Masterful Marketing All rights reserved. 9

10 About Debra Debra Murphy, president of Masterful Marketing, is a marketing coach and trusted marketing advisor who empowers small business owners to take control of their marketing for better results. Her coaching services cater to the small business owner who needs expert guidance while maintaining a modest budget. She helps them achieve success by learning, incorporating and executing marketing strategies that take their business from mediocre to marvelous. Although experienced across all traditional marketing channels, Debra specializes in inbound marketing, a combination of search, social media and content marketing, to help small businesses effectively utilize this new media to gain visibility and generate inbound leads. She enjoys sharing knowledge, inspiring success and motivating business owners both individually, in groups and by speaking at events. Find out more about Debra at her website: Masterful Marketing. She provides small business marketing information on her blog and her Facebook Page. Contact Debra at any of the following: debra@masterful-marketing.com Phone: Website/blog: Facebook profile: Facebook page: Twitter: LinkedIn profile: LinkedIn page: Google+ profile: Google+ page: Pinterest: Masterful Marketing All rights reserved. 10