Marketing plan simplified system

Every time you work on a project where marketing is needed – almost every project – there are 3 elemental options. First, you search the web for a “step-to-step” marketing template and you follow it through. Second, you hire a marketing consultant that can do it for you. The third one, you can create a marketing plan simplified system, at your own way. Respecting not the fundamentals, but the very key factors for every essential area.

The idea behind this simplified system is that you can develop and execute the plan you build in less than 10 hours.

Marketing plan – the system (simplified version)

This is the method we follow in advising, consulting and also at IG.

Marketing plan simplified system

1. Goals. Set your goals. Plan the plan. What is in for you?

2. Stop doing. What to give up. What to quit. Where you wouldn’t go. Management and efficiency. Priorities and opportunities.

3. Strategy. Draw the road. Where are you going to focus on? How to obtain the goals you set up? The method.

4. Mechanics. How to start pushing ahead. Creating forward motion. Where to start. Where should we establish the command base?

5. Connection. Your potential target. How to connect with the people that would buy your product or will use it as a service. Marketing at its fullest meaning.

6. Core. The centre of your main activity. The place where everything nourishes and perishes. How to create, develop and optimise your website for meeting business purposes. Then working on improvements.

7. Content tactics. Content marketing for beginners. Storytelling, campaigns, activations and the technics. Ready for the selling.

8. Actionable marketing, better said, fast marketing. Easy marketing outposts and simple creative promotional ideas, so you can enter, obtain results, and then leave silently.

9. Launching. Simplified execution template.

10. Real world. Flesh and blood. This is what happens when the human and real interaction occurs.

Respect for the simple stupid

My job, your job, the marketing, the industry, our customers, clients, do not respect tradition, we all respect the outcome. Don’t talk me about fundamentals, tell me about how are you creating value and utility for the rest.

Simple, simplified, for amateurs… yes, just what it’s easy to do. It has no such a mystery, everyone could do it. That’s the key part, so your marketing, your sales, and your business will start skyrocketing. Leave complicated for the experts.

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How to create the ultimate personal brand

The most important thing first, forget about personal branding.

Start working relentlessly. Push yourself forward so hard that whoever is chasing you don’t have time, energies and determination enough for even copy you. Find your art, the work that matters, the one that you and only you (or very few) can do. Understand the context, industry, clients, constraints and success factors and make a difference in every chance you have.

How to do it

  1. Invest in learning and acquiring really difficult to achieve core abilities, super habits and driven execution methods.
  2. Build stuff valuable and scarce.
  3. Ship – experiment – test.
  4. Fail and learn how to fail.
  5. Try differently.
  6. Repeat the process during 5 or 6 years. No rest. No holidays. Preferably. *Don’t stop sharing the (honest, vulnerable and useful) story you’re leaving behind while you’re living it up.
  7. Improve every day, one learning a day, or weekly maybe.
  8. Develop a platform when you can tell all those stories, adventure, projects, experiments, results and reflections.
  9. Support you stories with evidence and facts that speak for themselves. Be concrete.
  10. Offer small tests of (almost) everything that makes you special. During at least one or two year time-period. Services, products, workshops, etc.

 Shortcut towards your personal brand

If the option I offered you below seems hard and you feel lazy, try this shortcut:

  1. Work diligently over 7 years (more or less).
  2. Be exceptional at least in one single thing, if you’re not, return to #1 until your exceptionality appears.
  3.  Do 30 times more than the times you’re talking. Later on, let the results take credit.

If what you do don’t shine for itself, it means that it’s not the moment for your personal brand, It’s the moment for being brilliant at what you do.

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How to launch a project

 

1. Projects that require big budgets are a heavy weight for launching, there’re a lot of constraints going on. On the other hand, small or really creative / no resources projects are very likely to be launch more easily. Develop projects without big resources, if you learn how to make it through the scarcity, you’ll win. Learning how to do less with more, helps you to do more with more.

2. Avoid the “you-need-a-business-plan” tale. You don’t. Most of the times.

3. Don’t look for validation about your project, your idea-project will be killed.

4. Don’t invite ego to the party. Assume you’ll have to trash frequently and a lot. No problem, just admit it.

5. Set a launching date (deadline), o matter what happens, you must stick to the deadline. Then, when it comes, launch.

6. Hire your weaknesses. Focus on your core area and/or strength. Look for the right people, not only the one that makes the project more powerful but, the ones who you can trust to and commit with.

7. Assume you’re going to launch and you’ll fail at something. Wear the “permanent beta” t-shirt and enjoy the ride.

8. Test first with you best critics.

9. Build and launch a campaign that tells a wrong and negative story about your project, when you launch people will be caught off-ward.

10. Build a really tactical promotion plan. Develop some creative campaigns that get you closer to the people may be interested in your project. Set up an email account “tryme@_____.com” so every time someone sends an email, they’ll get an automated reply that contains a reward, discount or a surprise.

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How to make any business work

 

1. Assume that you need an extraordinary product beforehand, or a service that marvels customers. You must create something quite different from what the rest is offering. If you don’t have it, if your business is not remarkable, you must focus on this key point until you have an edge. Stop reading, stop looking for the secret sauce, subscribe less, stay on track, do what you need to do. Rethink, prototype, enhance. Ship, test, redesign, polish, ship again, test again, analyse. One day, you’ll have this kind of product or service.

2. Build a list of the right people you need in order to make your business works. That’s basically your (dream) team. Do not consider hiring anybody unless they develop a critical function: customer care, maintenance, distribution, design and development, operations, sales, etc.

3. Build another list with a comprehensive and detailed job description for every position you need to fulfil.

4. More lists please, build another list (which follows the other two) that describes what these people need to achieve.

5. No matter if you have a freelancing team or not. You should consider firing everyone that does not match #1, #2, #3 and #4. Then, go, look and test for minded-professionals until you find the right people for the desired outline – outcome.

From now and on, it’s a matter of time. What is coming next are strategies, tactics and execution. Team spirit, finance management, media and sales. The rest is plain guts, passion, is excellence, caring, consistency. It’s humanity and coherence. And principles.

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Thought-provoking marketing

Looking for thought-provoking marketing?

Organising an industry event that over-promises and under-delivers.

Finding products that only meet your more basic needs. A just-ok product.

Getting bad criticism for the job you did, even if it wasn’t created for the audience you intended.

Welcoming flattering comments for the magnificent work you did, even if it was performed for a different audience you had in mind.

Targeting micro-niche you can’t enchant and support.

Developing a marketing strategy for connecting the connected.

Implementing a digital plan for connecting the disconnected.

Building the next big move everyone will talk about. Distracting you from doing the work that pays your bills.

Working for people that don’t know you, doesn’t want to know, doesn’t’ like you and doesn’t interest you.

Focusing all your sales efforts on reaching to a newer audience, this instead of focusing on retention, rewards and cross-selling.

Making a difference in your brand and not in your employees.

Spending money on Television ads.

Investing more a more in ridiculous agreements that enslave customers and suppliers.

Trying to win power and influence only because you know the right influencers.

Amplifying doubt and fear so people can buy your product or use your service.

Exchanging short-term goals for dignity and possibility.

Ignoring the community’s advice about what your brand should do to care more.

What is still being considered as expensive, it will continue being perceived as expensive. Marketing is filled with missed opportunities and lesson that haven’t being learned.

It’s not marketing either

Of course is not. Clearly not.

It never was valuable, useful and thought-provoking marketing, it’s not now either, and it never will be.

The good news, just about everything that reverses these practices, it’s thought-provoking marketing. Indeed.

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How to build a human brand

1. Define your leitmotiv: “establishing emotional connections” for instance.

2. Let the feelings flourish: anger, sadness, happiness, love, joy, etc. Make sure that feelings are authentic and not pretended.

3. Chose the appropriate ambassador, the one who best represents the brand inside your community and market.

4. Draw the ideal shape of the person that will connect with your brand (known as buyer persona). This person will buy from you and spread the word. Once this ideal buyer persona is developed, fit your narrative, messages, services, logistics, operations and marketing touch-points so you can design everything around this profile. Not on the contrary.

5. Don’t post what you want, post about the content that your community wants to read, listen or see. Listen before acting on something.

human brand

6. Build peripheral services that add an extra value to you product o service. It has to be based on #3.

7. We don’t care about what your brand sells. You’d better organize workshops and seminars at no cost for educating potential customers. Right before they buy you product or acquire your service.

8. Build an emailing database not for promoting, but for approaching a specific target that has a specific need that you know how to provide it.

9. Send a very human email (not intrusive marketing please) only when you can create a positive impact, only when it’s worth it. This means reducing by 95% your actual email marketing tactics.

10. Start conversations with the goal of obtaining inputs that can help your brand and community improve.

Build a brand for the people – a human brand

If you use these ingredients, your marketing will expand your brand awareness and resonance. It will help you to grow your audience and reach. Mainly because you’re working for the people, you’re humanizing your business. The strategy is lead by customer feelings, their thoughts, needs and wants.

Put people right where they have to be, in the center. If this process is done well, the customer and your client will think that your brand belongs them, This is it.

Photo credit: Intersection Consulting.

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Some greatness in marketing

Looking for greatness in marketing? Free prize inside:

1. If your product strives for delivering the biggest possible utility. Or if your service thrives for adding more added value embedded in the service itself. If your product or service races against the biggest possible value, you win. Greatness.

2. Your product will fail or you’ll deliver a bad service, that’s right. Then, the interesting step, you should move forward quickly, taking responsibility for it, and coming back to delight the customers who suffer it.

3. Practising – every day – the following mantras: “done is better than perfect” / “if you don’t ship consistently, it doesn’t count” / “no matter what, you’ll fail, try different”.

4. Spending less time polishing your posts on social media, and more time spent on building habits, abilities and skills that are aimed at enchanting the people around you. And yourself, of course.

5. Make the word success an interchangeable word for choosing your customers wisely. And life too.

6. Fall in love with yourself, then with your job. Then with your product or service. And finally with the people that come to cheer you up.

7. Don’t measure your product or service with your competition. There’s a whole world in between.

8. Bet and cash on your weirdness. Empower your nerd and make it your everyday business.

Greatness, it’s already within, we only need to unleash it. Greatness is a choice.

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Content marketing: 3 global strategies for Latin America

Carlos García Arista interviewed Juan Merodio, Abel Delgado and myself asking about content marketing global strategies for expanding into Latin America… Here’s the full post he published in Skyword – Content Standard:

content marketing strategy

content marketing strategy

content marketing strategy

content marketing strategy

content marketing strategy

content marketing strategy

content marketing strategy

content marketing strategy

content marketing strategy

content marketing strategy

Original and full interview: Content Standard by Skyword.

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Enchanting customers

Maintain the price even if the competitions increases it.

Extend the guarantee for an additional one more year.

Reward new customers with educational value.

Develop a gratification program aimed to every loyal customer that buys from you.

Build better products, products that best meet people or business needs that are already your customers.

Two months after every sale, ask your customers five (or more) questions related: how they feel about the purchase, what it was the real value the product added, what’s missing from the original promise, how it can be improved and what else you can do for them without an additional charge.

Build a more complete, dynamic and useful set of services.

Don’t sell the information you get from your customers.

Send email marketing just for addressing your customers queries.

Make visible and big the must-know information placed at the most invisible sections, the fine print basically,

Build the first base of 100 customers, get to know them, interact with them. Serve them. Please them. Meet with them every year.

Create, at least, three peripheral services that increase the product or service value, and add no extra cost to your customers.

Reply to every person that reaches to you.

Don’t wait to gain the trust of your customers, trust them first.

Teach your employees how to lead, how to listen, how to persuade, how to stay human and how to enchant.

Most of the people, especially the persons who you want to sell. They’re not worried about:

  • Paying a little more.
  • Telling their friends.
  • Go the extra mile for buying from you.

If the transaction comes with dignity, trust, vulnerability, utility and a smile. That’s what enchanting customers are all about.

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Reality is malleable

You don’t want to listen it’s easy because I know it’s hard as hell. So you have to know the real truth, but you don’t like what lies inside the truth. Then your worldview creates a different reality.

You don’t want to believe that your mission it’s going to happen, mainly because I know it’s not going to happen by chance or while you’re waiting. Unless you go at take the permit to make a dent in the universe.

Your customers don’t want to see your new record sales or new brochure because I know they don’t give a heck about it. They are eager to know how your product is going to change their lives.

The investors don’t want to meet another me-too-entrepreneur with a great idea ready to be funded because I know they’re being sick of wasting their time listening great storytelling. They want shipped ideas that transcend silos and get their own auto-funding first.

Your Instagram community doesn’t want to be bothered with another breakfast pic because I know this doesn’t add value to them. They want the utility you can provide.

Your colleagues don’t want to be told about your trip to Burning Man or Coachella because I know they are your colleagues for a business reason. They want to know about compelling business.

Worldview vs reality

We’re so obsessed with our worldview that we avoid seeing the world as it is, which is the only way to make a real connection. The reality is malleable beyond the way we see, perceive and think about almost everything.

Disruption starts here

Once you see the reality outside your worldview, disrupting the status quo starts happening. Then enhancing yourself, your business or other people becomes easier and real.

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