How to Create a Marketing Plan (The Guide to Predictable Growth)
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How to Create a Marketing Plan (The Guide to Predictable Growth)


– Today, we are going to talk about how you can create a
step-by-step marketing plan. It’s a step-by-step guide also on creating predictable growth. So, by the way, if you’re
interested in marketing, don’t forget to subscribe to this channel. Hit the little bell button to get notified and we will give you
some goodies, all right? So, in terms of creating a
step-by-step marketing plan that actually works, the
methodology I recommend is this book that’s called Traction. So, this is called the
entrepreneur’s operating system. And you might be thinking, well, that’s great for
entrepreneurs but I’m a marketer. It’s totally fine. Like, it’s a system that works. If it works for entrepreneurs, it probably works for marketers too. You’re looking to work off of a system to make it predictable, and then you’re following
that system every single week, every single quarter, and it
makes your life a lot easier. So, the traction system,
the book is by Gino Wickman, it’s really good because every
single week with my teams, we have these meetings and it
all follows a certain format. It’s like going to the gym. You go to the gym, maybe
one day you’re doing arms, one day you’re doing chest, one day you’re doing legs, right? And on one day you’re just doing cardio. But you have a system
that you’re following and you’re being consistent with it. What happens is when you
start to fall off of it, your results start to get worse, right? And it’s the same thing that
happens with business too, so you gotta have some
system you can follow, whether it’s Traction, there’s another one called Scaling Up. Scaling Up is one that you
can also follow as well. And what is really cool
too is that every 90 days, there’s a cadence where you say, okay, we’re gonna do an off-site. The off-site is let’s
talk through these issue, let’s talk through some new initiatives that we have going on,
let’s talk through vision, and the off-site sometimes, it
is gonna take the entire day, sometimes it might take two days, but then you’re planning
for the next quarter. And at the end of each year and you do the off-site
and you’re planning, you’re doing annual
planning for the next year. You do this for your business, you do this for your marketing team too. That’s the first step. That’s how you can decide
where you wanna go. You set these goals for
yourself every 90 days ’cause 90 days is a
good cadence to follow. 90 days just goes by really quickly. The other thing I’m gonna say too is if you’re looking to
build on a marketing plan and you’re working with people remotely, you gotta have some type of
collaboration with people ’cause you’re not in the office, you’re not saying, hey, what
do you think about this? You’re not having that ability
to collaborate quickly, but when you’re doing video, video takes it one step further, which is why I always recommend using some form of video chat too. So, whether it’s Zoom or Skype, you can even do Slack video chat too if you’re paying for it. It seems like a really
basic thing to recommend, but video chat is when we work for home, everybody, we do a Brady
Bunch style, right? And it’s really important that
we all are showing our faces ’cause we’re all bought in. Because if one person or two people decide not to show their faces, then everyone decides they can do that, where we’re trying to
send a negative message that we can make exceptions, right? If you start to make
exceptions for one person, you start to make exceptions for everyone, so this is more like a cultural thing but it does flow over into
how great work is being done, so keep that in mind. Now, the other thing I’m gonna say too is when you do these meetings,
ask yourself these questions. So, what worked really well last quarter? What can we do better? What should we start, stop, keep doing? These are just a couple
questions I’d ask myself. Also, what are the things
that we should double down on? If they’re working already,
why not just double down on? I think one of the
mistakes around marketing is you’re trying so many things ’cause there’s new tactics
coming out all the time. You gotta, like, kind of shield off all the other noise that’s coming in and just focus on what’s working for you and double down on it. That’s one of the biggest
mistakes I see people making. The other thing is you have
to know your numbers too. If you start setting a bunch
of metrics all over the place. You say, oh, we want our ROI to be this, we want marketing qualify leads here, we want social media engagement, we want all the, like,
there’s 10,000 metrics. From an executive level, you might only need three
or four metrics, that’s it. But with other teams, they might have their
own kind of sub metrics, but just keep in mind, it
can start to get really messy if you add too many metrics. It starts to get really confusing, okay? Now, the other thing I’m gonna say too is think about what you can
steal from other people. So, there’s a couple apps that
you can use for that, right? So you can see how your
competitors are bidding, what kind of ads they’re using, using a software like Adbeat. That’s A-D-B-E-A-T. Adbeat will allow you to see how long an ad has been running, whether it’s on Google Display,
whether it’s on YouTube. Also, you can see roughly how much you’re
spending over time, what the trend looks like. You can also use SEMrush. You can also use Ahrefs too to
kind of see how they’re doing from an SEO or SEM perspective. Both SEMrush and Ahrefs are competitors but I love both tools. And the other tool that you can use is called Nacho Analytics. So, Nacho Analytics, like Nacho cheese, (lively music) actually gives you the ability to take a peek at your
competitor’s Google Analytics. Don’t ask me how. Like, I don’t really know how. But I did actually have that guy on the Growth Everywhere
podcast, so check that one out. Growth Everywhere, Nacho Analytics. But first, audit yourself, then take a look at what
competitors are doing. Maybe take in some new tactics, maybe five or 10% of the time,
you’re trying new tactics, new strategies on the marketing side. But I think more importantly than anything is if you actually have a
cadence that you’re following. Every single week, you’re meeting. Every single quarter, you’re meeting. You’re planning annually. That way, you’re gonna get it going. ‘Cause if you don’t do that,
everything is gonna fall apart and it’s gonna become really unorganized. And people, when people
start coming into work and they don’t know what
they’re fighting for and it just feels like they’re
just coming in to work, then you know you have a problem. And you can feel that within. When you can feel that,
you know there’s a problem. So, I recommend Traction,
I recommend Scaling Up. Having that sense of methodology
that’s gonna keep you sane. And if you are a marketer, I
will recommend peer groups too or an entrepreneur, any
kind of ambitious person. You gotta have a peer group too because these people will keep you sane. They’re dealing with
similar problems to you and they can share gold nuggets of wisdom that you wouldn’t get anywhere else ’cause otherwise, you’re
gonna be operating in a box. So, that’s all I got for you. Leave a comment, let me
know what you plan to do in terms of building that
indestructible marketing plan that is gonna last a lifetime. And don’t forget to watch
the next video as well and we’ll see you tomorrow.

About Ralph Robinson

Read All Posts By Ralph Robinson

5 thoughts on “How to Create a Marketing Plan (The Guide to Predictable Growth)

  1. This is what CEO of Nacho Analytics told me about how it works, on Facebook:

    Stepping Manav Singh Yeah, it's definitely legal. We're not hacking into anyone's Google Analytics account or anything. The way it works is with a panel of millions and millions of opt-in users. It''s a patented process, but it's comparable to the way SimilarWeb works, if you're familiar with that. SimilarWeb kind of stops at top-level metrics, though. 

    But, top level traffic metrics aren’t very interesting.

    What’s interesting are the rates and percentages – the of behavior you can analyze. 

    You can see conversion rates at a keyword and landing page level. You can see which products sell the most. You can see which features are most used. 

    You can see how many sign-ups and cancellations NetFlix has – in real-time – before their quarterly report is released. You can see how many flights Lufthansa booked from Berlin to Rome last week. You can see how many people from Denver visited an Auto Glass profile on Yelp today! 

    You can see how many Eharmony sign ups were from affiliate marketing – and who the affiliates are. You can see how many AirBnb bookings there were in Sydney last month, and where they are coming from. You can see how many Sonos Playbars were sold on Sonos.com this month – and how many were sold on Amazon, BestBuy… etc.

    You can see product-level analytics of every product sold on Amazon, BestBuy, Target, literally any website. You can see influencer-level analytics for every influencer on every platform and across platforms: Instagram, Yelp, Quora, Reddit, Facebook, Youtube.

    That's the difference in power you get with Nacho.

  2. Usually, it's really easy to get distracted from something that is already working due to new shiny objects.

    I'm curious if what you've done is take the Traction framework and then slightly adapt it to better fit the team at Single Grain.

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