What to Include in Your Marketing Plan
There are three important stages to include in your marketing plan. The prospecting stage, so before the visitors know you. The lead nurturing stage, or before the sale. And then after, when the lead becomes a client. Each stage is equally important and should align with your company’s mission, vision, and overall brand.
This stage is all about designing how you will go to market, who you will target and what type of message and media you will use to do so. Defining exactly who you want to serve will help you craft your branding, messaging, voice, and tone to speak directly to your ideal clients. Here are some questions to help you craft your target market:
How old is your ideal customer?
Where do they live?
Are they are a certain gender?
What roles do they play? (husband/wife, coach, mother, business person, etc)
What are their hobbies & interests?
Where does your ideal customer live, shop, visit, and hangout?
How do they feel on most days?
What areas of their life are they struggling with?
What do they want/need or are looking for?
Understanding your customers through and through helps you create a sense of relevancy with your message. Your message should highlight your differentiation and take into account the needs of your ideal client. Once you have crafted a message that is uniquely you and designed for your target market, think of the media you will use to convey that message. Will you use video, images, voice or text? Where and how will you share the media you create?
Lead nurturing is so important if you want to move your prospects down the funnel towards becoming clients. You need a way to capture leads, a way to continuously follow up with them, and then a way to close the sale.
You can capture leads in so many different ways. You can have people sign up for a newsletter, blog subscription, offer a freebie download, use an appointment scheduler, collect emails using Instagram stories, or even Facebook messages! Some apps that are helpful for collecting leads:
Once you have captured a lead (received their email address or other contact information), you need to have a process to follow up with them, whether that be automated or manual. Consistency is key! A few helpful tools for managing lead follow up:
Any CRM Software
An Excel Sheet
A Trello Board
Once you have nurtured your lead, you can move into the sales process. Some leads will close within hours, minutes even, and other might take a month, or two, or three, or seven. That is why staying in contact is so essential. Have a process and specific action the lead can take to become a customer. Lead them to where they can purchase on the website, or get them on the phone to close the sale. Whatever you choose to do, make sure you have a plan to seal the deal.
This is often the stage of the marketing plan that entrepreneurs fail to plan for, but your on-boarding, retention, and referral process is just as important as closing a new sale. There is a lot of buzz in the market that the sales funnel is dead. Why? Because the sales funnel often forgets this part of the marketing plan. More on that here.
Once you close a new client, have a process to onboard them. When do you send the contract? What tools do you need to share with them? Do you need certain passwords? Do you need to schedule a call to chat over details? Are there documents you can create and provide to make the on-boarding process smoother? My guess is, yes. Plan this process out and it will start the relationship out on the right foot.
Next comes retention. Retention is all about keeping your clients happy and with you for the long haul. What can you do to make yourself irreplaceable? How can you go above and beyond for your client? How can you show them a good return on investment?
Lastly, build into your marketing plan how and when you will ask your clients for referrals. Referrals can be some of the VERY best leads because they come from a place of trust.
If you want help building out a killer marketing plan for 2019, let’s chat! We love working with our clients to create customized plans that help you connect with your audience, nurture leads, close the sales, and keep customers and clients happy. Follow the link below to schedule a free 30 minute consultation.
Hey, I’m Miranda, Owner of Thoughtfully Designed Digital Marketing and Thoughtfully Thrifted Vintage.
I help entrepreneurs untangle their digital marketing, create a solid strategy, and execute it across all digital platforms.
I’ve spent the last eight years designing and executing digital marketing strategies for businesses of all shapes and sizes.
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