Topic 4- Planning and Preparation .ppt
- 1. 1 TOPIC 4 PLANNING AND PREPARATION
- 2. • SWOT analysis & audit • What is a marketing plan & how can it help you? • Marketing plan types & getting started • Elements of a digital marketing strategy 2 PART 1
- 3. PART 2 SMART goals • Breaking goals down 3
- 4. PART 3 • Content marketing timeline • Social Media Scheduling & CRM 4
- 5. PART 4 • Pricing Clarity • Pareto 80:20 Rule • Pricing Offer 5
- 7. 7 WHY YOU NEED A PLAN Avatar Your target market is a group of customers that you plan to sell your products or services to. Your target audience are the customers most likely to buy your products or services. Analyse & Audit Who are your competitors? By analysing your competition you can find out what your competitors are doing, how you compare and what potential threat they present to your business. Strategies Once you know what you want, start analysing your short-term business objectives and try and figure out what marketing activity, process or price will help you achieve your objectives. When choosing marketing activities, try and choose activities that suit your business and your customers. Research To gather and organise information about your target market, consumer needs and understand where your business fits within the market. SWOT Developing a SWOT analysis can help you analyse where your business and products fit within the market and your unique selling position. It can also help you discover how your business can improve, what you excel at and what practices other businesses are using. Set Goals Once you're clear about your business and its positioning, you can start thinking about what you want to achieve. First, think long-term and figure out your main business goals, whether it's the size of your business, expansion plans or profit figures. 1 2 3 4 5 6
- 8. 8 WHY YOU NEED TO PLAN AHEAD Those who don’t plan, often fail or succeed through luck. In business you don’t get much luck. Don’t chance it. CONSISTENCY Consistency can boost levels of engagement and increase traffic. It will also enable customers to know what to expect from you. 1 FOCUCED By having a content marketing calendar and post planning will allow you to keep focused on other tasks. 2 OPPORTUNITIES Having a foresight of scheduling will allow you to plan your activities weeks in advance and not miss out anything. 3 MAP You can map out the whole year for future events and big days, like important shopping days, business events etc to strategies ahead. 4 WIDER STRATEGY The ability to scan over a marketing schedule regularly will provide you with the opportunity to step back and affirm a wider strategy plan. 5 AHEAD Having a clear path you will allow you to analyse which strategies you will be using months down the line will work and wont work and time to change it. 6
- 9. 1 2 Strengths Provide a list of everything your business does well at or what is good about it – what do the customers like about your products or services. Any skilled staff or assets? What’s unique about your products / services? ------------------------ List all the strengths and good points about your competitors. Weaknesses What aspects of your business detract value from what you offer or place you at a competitive disadvantage. You need to enhance these areas to compete well. ------------------------ List all the poor areas your competitors. Have (such as high pricing) Opportunities Factors that represents the reasons why your business is likely to prosper. List any gaps in the market you can exploit. How much competition is there? Look at opportunities for expansion. ------------------------ List any opportunities your competitors have over you. Threats External factors beyond your control which pose a risks to your business. Work out a contingency plan for each of these. ------------------------ External factors you can combat. List threats your competitors pose to you, such as multiple ads, multiple social media post presence. Emerging competitors. S O W T 9
- 10. 10 PERFORM AN AUDIT Social Media What content will you write? what content are your competitors writing? Podcasts Listen to your competitors and find an angle that will make yours different and stand out. Website Compile a list of your best competitor sites. Clone what they are doing well in. Newletters etc What content will you send out? What are your competitors doing? Guest Blogging / Podcasting Compile a list of blogs and podcasts you can link in with.
- 11. WHAT IS A MARKETING PLAN & HOW IT HELPS? Provides insight into your business model and competitors, to ensure you’re providing effective services or products to your customers. Identifies who your customers are. This is done through research and SWOT analysis. Provides a clear path for success, knowing what to do and when, within a budget (should save you money). Goal setting (SMART): Specific Measurable Achievable (Assignable) Relevant (Realistic) Time-Based (Targets) Outlines your marketing strategy and objectives: - When and where to market (timeline): content marketing strategy - When and what services / products to launch - Retaining and satisfying customers Awareness & Insight Organised & Structure Objectives & Strategy 11
- 12. 12 CASH FLOW HACK #1 Cash Flow Planner https://docs.google.com/spreadsheets/d/1MBuF2_gOLSznFOZkyT KjQhNxUJoCPNzyY1GY-GAXbjs/edit?usp=sharing Download and use at will – please do not edit the
- 13. Tactical marketing / timeline Paid / Free advertising including PPC Digital and social media marketing / content marketing Email marketing Event marketing Relationship Marketing Visual identity / branding Print advertisement Website optimisation / website updates Blogging, Podcast and Newsletter marketing You can create a plan for a variety of uses. These include the following… MARKETING PLAN TYPES 13
- 14. Digital & Social Media Marketing Email Marketing Blogging & Podcast Marketing GETTING STARTED Choose the ones you want to work on… 14
- 15. 15 Example
- 16. Lorem Ipsum Blogging Think about topics and titles, i.e. “How To…” Think about style and layout of blog GETTING STARTED Map it out… Define your target audience Do guest blogging for leading blogs in your industry Choose a free platform, like blogger Decide on timeline Use keywords throughout each post Promote your own products/services in every 5th post. 16 Blog
- 17. Lorem Ipsum Lorem Ipsum How To Guides Include pictures to break up the text Use sub headings to break up the text GETTING STARTED Develop it… Consider infographic style guides Consider the length of guides Define what questions to ask readers Think of engaging titles, i.e “How to design cards the easy way” Statistics, facts and clear strategies increases shares Research what your competitors are doing & look for gaps 17 blog topics
- 18. ELEMENTS OF A DIGITAL MARKETING STRATEGY 01 02 06 05 04 03 Pay Per Click A way to drive traffic to your website by paying a publisher every time your ad is clicked. One of the most common types of PPC is Google Adwords. Social Media Marketing A great way to promote you brand and your content to increase awareness, drive traffic and generate leads. Email Marketing A way of promoting products / services, showcasing discounts and events, and directing people to a website / links. Engaging Website For maximum impact, a website should be responsive, up-to-date and represent your company. There should also be great info and freebies (eg. Ebooks). SEO The process of optimising your website to rank higher on search engine results to help drive traffic to your website. Content Marketing A way of using creative and original content for the purpose of generating brand awareness, traffic growth and leads. 18
- 19. 19 KEEP ON TOP 01 Rolling Plan Make sure that you plan your monthly activity on a rolling programme of three to four months 02 Keep It Fresh Keep your tactical marketing plan updated with the responses as they come in. 03 Keep Records As each element is accomploshedm take note and record the responses, so you can compare and contrast between each month/element.
- 20. 20 Part 2 Goals
- 21. Measurable Provide a way to evaluate: look at industry stats Use matrices or data targets Make sure your goal is trackable Specific State what you will do, be specific! Use action words: I will do I will research I will go out and Study / Write Create / Deliver ….by doing…. Relevant Makes sense within your business model Improve the business in some way Achievable Within your scope Possible to accomplish, attainable Time-Bound State when you will get it done Be specific on a date or timeframe S M A R T 21 SMART – OVERVIEW
- 22. Measurable How will you know that your goal has been achieved? What analytic tools will you use to track your progress? Specific Do you want to raise awareness of your brand? Increase sales? Drive web traffic? Improve customer service? Strengthen loyalty? Relevant Is your goal aligned with your company’s missions, vision and values? Is it something that you need to achieve now - is it a priority? Achievable Is your goal realistic? When you are just starting off, don’t aim too big. Think about what is going on within the business and your personal life. Time-Bound How soon do you want to have achieved that goal? To add a focus, stick to one overarching goal at a time. Use a calendar to map out your goals. S M A R T 22 SMART – WHAT TO CONSIDER
- 23. 23 BREAKING GOALS DOWN March 14 Stickies Using a standard calendar and sticking your goals or tasks on each day helps plan out what you will do from each day to the other. TASK NAME % Complete 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 YOUR TASK #1 70% Sub-task #1 75% Sub-task #2 15% Sub-task #3 10% Sub-task #4 10% YOUR TASK #2 25% Sub-task #1 25% Sub-task #2 10% Sub-task #3 5% Using a graph calendar can work in two way, both ways allow you to set out your goals and break them down, however both work slightly differently. 1) The progress bar, like above, is used to monitor when tasks are to be completed and/or when a task was completed. This is known as pre and post analysis. 2) As we have done with sub-task 1, colour in each day you plan to complete that particular task and how long you think it will take you to complete.
- 24. 24 EVERY DAY TASKS MON TUE WED THU FRI SAT SUN 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
- 25. 25 VISUALLY SEEING YOUR TASKS KEEPS YOU FOCUSED March 14 Stickies Using stickies on a physical calendar allows you to see exactly what you need to achieve on a daily basis. Always Visual Take the sticky for that day, and place it in front of you, by your computer. This will then give you part of the motivation to complete it and focus on that.
- 26. 26 EVERY DAY TASKS What Who Priority Work (est. hours) Timeline Status Low High Task 1 John Smith 25:00 h Aug 2 – Aug 10 Completed Task 2 Jane Doe 42:00 h Aug 15 – Aug Completed Task 3 Steve Smith 12:00 h Sept 1 – Sept 5 Completed Task 4 John Doe 20:00 h Sept 12 – Oct 1 Started – not completed Task 5 Steve Smith 7:00 h Sept 15 – Sept 19 Started – not completed Task 6 Steve Smith 35:00 h Oct 4 – Dec 14 Not started Task 7 Jane Doe 110:00 h Oct 6 – Dec 22 Not started
- 27. 27 BREAKING GOALS DOWN Monday Tuesday Wed Thursday Friday Saturday Sunday Task 1 Task 2 Task 3 Task 4 Task 5 Task 6 Task 1 Task 3 Task 5 Task 6 Task 4 Task 2
- 28. 28 BREAKING GOALS DOWN M T W T F S S M T W T F S S M T W T F S S M T W T F S S WEEK # WEEK 1 WEEK 2 WEEK 3 WEEK 4 Task 1 Task 2 Task 3 Task 4 Task 5 Task 6 Task 1 Task 3 Task 5 Task 6 Task 4 Task 2
- 29. 29 Part 3 Content Marketing Strategy
- 30. 30 CONTENT MARKETING STRATEGY 04 03 01 02 Driving Sales Encouraging peopekl to make a purchase, either online or offline. Growing Loyalty Encouraging people to share your brand, product or service with others after using it or seeing it. Awareness So that people will be able to find and recognize your brand, product or service. Customer Growth Rewarding your current customers with a referral scheme so you can grow and reward at the same time. What’s Your Goal? As with any social strategy, ask yourself what business goals you want to achieve and how each platform and tool will help you reach your customers the right way. Awareness So that people will be able to find and recognize your brand, product or service.
- 31. 31 BE CONSISTENT Scheduling Stick to a regular schedule so your customers know when to expect it. Format Use the same format and style for your content. Like a recurring show or the same video intro and outro. Tone & Voice A consistent tone and voice will breed trust and familarity. The same person delivering the content should be paramount. Content The type of content you cover should follow on the same path. Don’t stray too far off, otherwise you will start to loose loyal customers.
- 32. 32 Preparation
- 33. CONTENT MARKETING TIMELINE HACK #2 33 Detailed Marketing Scheduler Basic Action Plan Scheduler https://docs.google.com/document/d/1MC4TWjmLFZ8zm8PJZN0C p4FhpPuoY0TrV4NO0WZxxGY/edit?usp=sharing https://docs.google.com/spreadsheets/d/1Sc_fKtI1bzOByNS7giTR mPnlD0Fm8Ne5h7mgXILjp0I/edit?usp=sharing Download and use at will – please do not edit the
- 34. BEST FREE SOCIAL MEDIA SCHEDULING PLATFORMS buffer.com tweetdeck.twitter.com up to 3 social account / 10 scheduled posts links in with buffer 34 When you need to control more social media accounts, consider using PostPlanner or Kuku, which are cheaper paid options, or Hootsuit which is similar to Buffer but more expensive.
- 35. Poor Customer Service No Task Setting / Goals, Scheduling, Notes or Tags Good Integration Functional free trial edition available BEST CRM PLATFORMS Buffer The most affordable for the features you get “4/5 PC Mag” “9.4/10 Finance Online” 35
- 36. Good Customer Service Task Setting / Goals, Scheduling, Notes or Tags Highly customisable Functional free trial edition available BEST CRM PLATFORMS Postplanner One of the most affordable for the features you get “3.5/5 PC Mag” “9.5/10 Finance Online” 36
- 37. Good Customer Service Task Setting / Goals, Scheduling, Notes or Tags Highly customisable Functional free trial edition available BEST CRM PLATFORMS Hootsuit One of the most affordable for the features you get “3.5/5 PC Mag” “9.5/10 Finance Online” 37
- 38. CRM 38
- 39. Poor Customer Service No Task Setting / Goals, Scheduling, Notes or Tags Good Integration Functional free trial edition available BEST CRM PLATFORMS Zoho The most affordable for the features you get “4/5 PC Mag” “9.4/10 Finance Online” 39
- 40. Good Customer Service Task Setting / Goals, Scheduling, Notes or Tags Highly customisable Functional free trial edition available BEST CRM PLATFORMS Pipedrive One of the most affordable for the features you get “3.5/5 PC Mag” “9.5/10 Finance Online” 40 BEST CRM PLATFORMS
- 42. 42 01 02 03 04 No Surprises Always agree the price in advance – this prevents subsequent relationsip breakdowns caused by misunderstandings, Two Angles Work out the price based on: 1. Traditional ‘cost plus’ (materials, labour and possibly overheads, profit). + 2. What is the market likely to pay for your product / service, based on competitor price? Funnel Add-Ons This works great for businesses such as holiday and car companies, where you can offer additional products / services at a click of a button when the customer clicks through checkout and is a proven sales technique. PRICING CLARITY One reason products catch on is attractive pricing.
- 43. 43 PARETO 80:20 RULE 02 Product Vs Sales 20% of your products generates 80% of your sales. 03 Customers Vs Profit 20% of your customers generates 80% of your profit. 01 Customers Vs Sales 20% of your customers generates 80% of your sales. 04 Customers Vs Hassle 20% of your customer generates 80% of your hassle.
- 44. 44 PRICING OFFER Never offer more than 3 options. Most people cannot process more than 3 at a time and will only overwhelm the customer. 49$ Pro Everyone has a different budget. Offering various pricing options will target all your customer profiles. People like having a straightforward choice. 29$ Starter Keep the pricing structure simple. People don’t have time to maul over too many options. The main features of each offer should be visible at a glance. 99$ Diamond Bullet point the features and benefits to make it easy to read. Keep it simpe and to the point. What’s better than your competitors ? Your pricing should be competitive.
- 45. 45 Part 5 Terms and Conditions
- 46. 46 TERMS OF CONDITION We won’t go int a deep dive here as each business service will be completely different. There are plenty of good free guides and although you will find some generic information, its important you cover yourself legally by ensuring you covering everything relevant for your business. Terms of condition are generally used for services, so its really important your customers have this available to read. 03 02 Wiki How https://www.wikihow .com/Write-Terms- and-Conditions 01 Privacy Policy https://www.privacy policies.com/blog/h ow-to-write-terms- conditions/ Useful Guide https://www.jonatha nlea.net/blog/how- to-write-effective- terms-and- conditions/
- 47. 47 TERMS BASIC EXAMPLE Terms Example https://docs.google.com/document/d/17kpMagGnfI4UzMLqeW1R- _WvV-PhigixcyBiCOTOWfk/edit?usp=sharing Download and use at will – please do not edit the