How to make Marketing Plan and Execute in a Bootstrapped Budget
Download as PPTX, PDF0 likes32 views
This document provides guidance on creating an effective marketing plan on a limited budget. It outlines a 3-step process: 1. Know your target audience by conducting market research to understand their demographics, behaviors, pain points and preferences. Free tools like surveys and keyword research are recommended. 2. Develop an effective communication strategy by understanding the target audience and addressing their needs. Content should be relevant and build trust. Free tools like Canva can be used to create visuals. 3. Reach the target audience through partnerships, influencers, conferences and low-cost online ads targeted to the audience. Consistency is important. The overall message is that an impactful marketing plan can be created without
How to make Marketing Plan and Execute in a Bootstrapped Budget
- 1. Marketing Workshop How to make your Marketing Plan and Execute in a Bootstrapped Budget
- 2. LEVERAGING ON THE CURRENT CLIENT BASE SOCIAL PRESENCE ONLINE ONLINE BRANDING Digital Strategy Process Market Research Creation of Creative Concepts Finalization of channels of communications Creation of Content Calendar Creation of content – written, image, rich formats Publishing of content Measuring impact of the Digital Strategy on ongoing basis Optimization of the strategy based on performance measured
- 3. Let’s make our Marketing Plan
- 4. STEP 1: KNOW YOUR TARGET AUDIENCE
- 5. Marketing without knowing your customer is like driving with your eyes closed !
- 6. What’s Your TG’s Personality ● Where do they live? ● How old are they? ● Men or Women or both ? ● What profession are they in? ● What is their Job Title/ Designation?
- 7. Understanding your TG’s Behavior ● How do they search the internet when looking for your product and service? ● Are they present on Social Media? Which channels? ● How are they deciding whether or not to buy your product or service?
- 8. Who is TG ???? What do they do??? No clue ??? Don’t worry, you can do your own Market Research
- 9. Use tools like Survey Monkey , Google Forms etc. and circulate it within your family, friends, whatsapp groups, facebook etc.
- 10. DIY Primary Market Research | Case Study - Condom Company Audience: 68.83% Males & 31.17% Females Live in Tier 1 and Tier 2 cities of India Targeted Age Group: 25-34 & 35-44
- 11. How is the product purchase made ? 81.08% 2.70% Lack Of Awareness We propose to connect the TG to the website by creating awareness around its USP, i.e., ● Discreet Delivery ● 2 Hour Delivery 2.67%
- 12. How is the TG currently getting to know about it 44.59 36.49 Incorporating Website Into Ads ● Google Ad Campaigns ● OTT, Facebook And Other Social Media Campaigns ● Social Media Influencers Strategies Insight: Website Awareness through Social Media Campaigns and TV Commercials should be used to bring the TG in our conversion funnel
- 13. Which is their most Preferred Protection Creating content and campaigns around the same will help generate more traction to the website. 89.47% 89.61%
- 14. All these insights and more, at ZERO Cost !
- 15. Other Free Ways of Knowing Your TG’s Behavior — Google Search Behavior — Free Keyword Tools available online — Social Media Behavior — Secondary research available on the internet — Primary Research can be done as well — Focus Group Discussions — Within a group of 10-20 people who are part of your TG — Don’t Neglect Offline — Conferences — Networking events — Exhibitions — Direct Sales
- 16. What all do we know by now about our TG? ● Demographics ● Factors affecting their buying decision ● Which online platforms will you find your TG ● What is their pain point being solved by your product / service
- 17. STEP 2: Effective Communication Strategy
- 18. Communicate with an understanding of your TG’s pain point and aspirations to build a connect ● Case Study ○ Product - Infant Food ○ TG - Mothers of 0-2 years old
- 19. Mothers in our TG like to balance it all
- 20. Concept 1 - Moms take pride in balancing work and kids for which they need a support system to ensure a healthy baby. (xyz) Infant Food is their support system.
- 21. Nutrition Value is Key
- 22. (xyz) Infant Food is great mix of Nutrition with the credibility of a Brand Concept 2: Moms look for Nutrition + Brand as a major deciding factor. Bringing out the nutritional elements along with an emotional aspect to the brand. Communicating points which show Nutrition: ● Contains DHA that supports baby’s normal brain development ● Also contains Whey Protein, Vitamin A, C, D, Iron and Zinc for a complete healthy growth
- 23. Build Content That Builds Trust ● Talk in the language of your TG ● Be relevant with the times ● Use online tools to create good images and videos for free - Canva, Pexels, Powtoon
- 24. Effective Communication Strategy Created and Executed at ZERO Cost !
- 25. What do we know about Communication to our TG? ● What to communicate to our TG ● How to communicate with our TG ● How can we create the communication for free, and still make it effective
- 26. STEP 3: REACHING TO OUR TARGET AUDIENCE
- 27. Partnerships ● Other bloggers ● Communities ● Whatsapp Groups ● Reach influencers who relate to your story ● Don’t Neglect Offline ○ Conferences ○ Networking events ○ Exhibitions ○ Direct Sales
- 28. Beauty of Online Ads - Spend what you can ! ● With a small budget: ○ Easy to Target ○ Easy to Optimize ● Sample Target for Infant Food Product
- 29. What do we know about Marketing and Promotion ● What our TG’s needs are, where to find them ● How to communicate to them effectively ● How to reach them
- 30. What’s left to do? ● To just keep doing it. Learning and Doing. Consistently.
- 31. A year from now, you'll wish you had started today - Karen Lamb
- 32. All The Best ! www.whisskers.com