Note: This template is the cornerstone of the 90 Day Marketing Marathon™ program – www.90daymarketingmarathon.com. Whether you choose to use the program or not, this template will help you clarify the future of your business.
Your marketing plan is the foundation for business success; therefore a critical task is to complete a marketing plan. This can be done, and often is, even after a business has been in existence for some time. It’s always good to review and refine where you are and where you want to go. This is particularly true for Solopreneurs because we have the speed and flexibility to change even if it takes us far away from our starting point.
This one document will provide the basis for many of the assignments to follow. The other steps in the
90 Day Marketing Marathon™ that you complete should always be completed with your marketing plan in mind.
This is a detailed document, so you will be focusing on it for the next few days. I suggest that you set up a folder for your Marketing Marathon projects. Then create a word document titled "My Marketing Plan". As you answer these questions do it in this document and/or create a journal or notebook for your responses.
As you work through this program you will find it very helpful to have everything in one, easy to locate, place. For some of us that's on our computer. Others prefer the tangible feel of paper in a notebook or file. Either, or both, will do!
Here are the 4 main question categories to consider today. Don't hesitate and don't fret, just write out what feels right to you...now!
The 9-Step Marketing Plan: Steps 1 thru 4
1. Look at your business from a "Big Picture" Perspective
- Who Do You Want to Reach?
- How Much Money Do You Want to Make?
- Are There Any Other Elements that are Important to You in Creating Your Business?
Consider these questions: Who Do You Want to Reach?
- What are the ages of your target market?
- Are they men, women, or both?
- What is the income of the people you most want to reach?
- What are the hobbies of your target market?
- What is the biggest challenge of your target market?
Example:
I work with male business owners between the ages of 28-50, making $100,000.00 per year minimum, who want to increase their profits by 20% annually. They enjoy both family and athletic activities, and they have an income, which allows for frequent pleasure travel.
Consider this question: How Much Money Do You Want to Make?
When your business is full and overflowing, how much money would you like to be making on an annual basis? Break this down to monthly income. If you know that you will have different streams of income then consider how much income will come from each source.
Consider these questions:
- Are There Any Other Elements that are Important to You in Creating Your Business?
- What do you want to create for yourself as you build your business?
- What are the results that are important to you (peace, financial security, more family time, great vacations, the perfect home).
Jot a few of these down so you can keep them in the "big picture" perspective.
2. Dig Deeper into Who is Your Target Audience?
What Are the Qualities That Your Ideal Client Possesses?
Examples of what an ideal target audience might look like:
- Male professionals between the ages of 28-50 who make a minimum of $100,000.00 per year annually.
- Stay at home moms between the ages of 22-35.
- Clients who keep their appointments and who show up on time.
- Clients who have access to e-mail and who respond to their e-mail promptly.
- People who are willing to pay for my fees and services.
- Clients who are willing to tell others about my services.
- Clients who are willing to serve on my Research and Development team.
- Clients who enjoy that my business changes and that it is growing.
- Clients who will provide my business with supportive feedback.
3. What is Your Niche?
It is becoming more and more difficult to get clients without aiming for a target audience. If you can develop a very unique niche, chances are likely that you will attract more people.
Your niche needs to be very specific:
Examples of Specific Niches:
· “I am an
attorney who specializes in estate planning for men and women who have inherited $1,000,000.00 in assets.”
· “I am a hair stylist who specializes in short and hip hair cuts for women between the ages of 16-50.”
· “I am a
veterinarian who specializes in caring for hound breeds who are challenged with glaucoma.”
· “I am a
photographer who specializes in black and white photography for corporate brochures.”
· “I am a
travel agent who specializes in hiking packages for the Southern area of France.”
· “I am a
chiropractor who specializes in treating back pain for male golfers between the ages of 30-65.”
· “I am a
real estate agent who specializes in working with second time home buyers who are searching for Contemporary homes in the price range of $250,000-350,000.00.”
· “I am an
accountant who specializes in tax accounting for Real Estate Development Companies making a minimum of $1,000,000.00 annually.”
· “I am a
dentist who specializes in root canals for patients receiving chemotherapy.”
4. What Are the Benefits of What Your Product or Service Offers?
Benefits are different than features. Benefits state to the buyer how your product is useful or how the well being or life of the buyer will be improved if they purchase your product or service. A feature is a special characteristic or portion of what you offer that is special or unique. While features are important, people do not buy based on features. They buy based on benefits.
Examples of Benefits:
Accountant: I help individuals and companies improve their tax efficiency, savings thousands of dollars each year.
Attorney (Injury): I help you receive financial justice for your injury.
Attorney (Estate Planning): I help families preserve their wealth during and after their lifetimes.
Attorney (Civil): I provide my clients with the required legal representation as efficiently and cost effectively as possible.
Certified Financial Planner: I help my customers increase their net worth exponentially.
Chiropractor: I provide safe, gentle and effective pain relief for those suffering from work, auto, sports and other injuries and disorders.
Dentist: I provide my patients with the best oral care possible, the whitest smiles, and immediate solutions to problems related to the teeth and gums.
Esthetician: I help women have beautiful, radiant, and younger looking skin.
Hair Stylist: I turn bad hair days into fantastic hair days.
Hair Stylist: I help men and women look and feel fantastic with short, sassy, and sexy hair cuts.
Hotel Owner: I provide the ultimate comfort, delicious food, and wonderful sleep to my guests.
Mortgage Broker: Whatever your residential financing and your credit history may be, I will tailor a loan that is perfect for you and that puts money in your pocket.
Photographer: I capture the natural charisma and personality of my subjects in both color and black and white photography or I help people create visual memories of the best times of their lives.
Real Estate Broker: I help my clients purchase their dream home and help protect their best interests with care and support throughout the entire buying process.
Travel Agent: I help people plan their dream vacation for the best price possible.
Travel Agent: I help people bask on beautiful beaches and dance the night away in the hottest spot in the Caribbean.
Veterinarian: I help make sure your family pet is healthy and happy and that they receive the best care possible.
Still having trouble with your list of benefits? Be sure and join the tele-support calls and raise your concerns with the group. It is the prefect environment for getting feedback!
Check out Part 2
