How to Write a Marketing Plan (in 9 Easy Steps) | Tutorial
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How to Write a Marketing Plan (in 9 Easy Steps) | Tutorial


Aloha from the Big Island of Hawaii! Did you know that more than half of Small
Businesses start their company without developing a marketing plan? If you are part of this fifty percent, don’t
worry, you still have time to boost your business’s growth and reduce uncertainty by creating
a solid marketing plan. Now, Leah will show you how to make one with
a few simple steps. Aloha! Thank you Kalea, aloha Kolaus! Do you remember the scene in Alice in Wonderland
where Alice asks the cat which way she ought to go? Cat: Well, that depends on where you want to get to. Alice: Oh, it really doesn’t matter as long as I…
Cat: Then… Cat: It really doesn’t matter which way you go. This passage teaches us a valuable lesson. Knowing where we want to go is necessary in
order to get there, and knowing how to write a marketing plan will allow us to discover
which path to choose to reach our goal: to attract and retain customers. A marketing plan shouldn’t be extensive or
complicated. On the contrary, the more concise it is, the
better. The famous inventor Leonardo Da Vinci once
said, “Simplicity is the ultimate sophistication.” While Steve Jobs, founder of Apple, said,
“Simple can be more difficult than complex.” Even the great Albert Einstein approached
the idea by saying, “If you can’t explain it simply, you don’t understand it well enough.” Do you know these four letters? Aeronautical engineer Kelly Johnson used them
in 1960 to emphasize the importance of simplicity. If you apply the concept to your marketing
plan, you can write it on one page and have it represent 4 percent of your effort, generating
64 percent of the results in your business. To write a one-page marketing plan, we will
build on the model proposed by Allan Dib. It is based on the three phases of the customer
purchase cycle so that we can define the strategies we will use from the moment our clients discover
us until they buy something and become fans of our brand. Phase One: Before the purchase. The first step is to find and define your
target audience. If you direct your products or services to
the general public, you will hardly stand out. Instead, find a niche market and master it. For example, the ideal customers of this natural
cosmetics store are women between 30 and 55 years old with medium-high purchasing power
and higher education who care about their appearance, the environment and have healthy
consumption habits. They want to keep their skin young by avoiding
chemicals. They buy products once a month when their
cosmetics run short. They reside in the main metropolitan areas
of the country and usually go to vegetarian restaurants and shop online after reading
magazines and blogs. The second step is to build your marketing
message based on the information you have collected about your target audience. All of your messages must have a single purpose. If your goal is to get your customers to subscribe
to receive your products, focus the whole message on that goal. Your message should make it clear why your
potential customers should buy from you. People don’t want your product or service,
but they DO want what it will allow them to do. For example, Microsoft does not simply sell
software, they sell “means that make people more productive.” Your message must also adapt to the medium
you’re using. For example, this insurance company for farmers
created an ad on Instagram with a message based on a meme typical of the language used
in social media. However, in the company’s Google ad, their
message changes to highlight the benefits of their insurance in order to reach people
looking for their services in a more direct way. The third step is to select the means or channels
that you will use to reach your potential customers. This is usually determined by the product
or service you want to sell, its price and its distribution. For example, this online appliance store wants
to increase its sales of high-end smart TVs. As it’s an expensive product, they can afford
to invest in advertising with a lower risk of getting a negative return. They know that their potential customers often
search for their product on Google, so they choose Google Ads as one of their marketing
channels. Phase Two: During the purchase. Did you know that 96 percent of visitors to
your website are not ready to buy immediately? That’s why Phase Two starts with the fourth
step: define a customer acquisition system. If you get your potential customers to send
you their contact information, you can cultivate a relationship with them and allow them to
become customers when they feel ready to buy. For example, you can offer a free eBook or
guide through your website with useful information related to your product or service in exchange
for a potential customer’s name and email. Another way to do this is to offer a trial
period for a service, a free consultation, coupons and discounts or even organize a contest
on social media in order to get a list of emails and names. The fifth step is to define your communication
strategy with your potential customers. Now that you have their contact information,
send them valuable content like relevant information about your industry, tips on how to get the
most out of your product or service or a special offer. The sixth step is to define your conversion
strategy. You must offer a buying environment that instills
confidence so your potential customers feel comfortable enough to convert into actual
customers. Make sure you have your own domain name and
publish your company’s contact information clearly on your website. Offer a specific guarantee to avoid uncertainty
and show a maximum of two price plans (if using any) so you don’t overwhelm the user. Phase Three: After the purchase. Once your potential customers become clients,
your goal will be to make sure they become fans of your brand. The seventh step is to define how you will
offer the best overall experience to the world. The first key is to sell what your customers
want, but also what they need. For example, your customers want the world’s
strongest anti-theft backpack, but they also need it to be stylish and easy to open and
close. The second key is innovation. For example, Ikea sells furniture but besides
offering an electronic catalog, they also give their potential customers a way to see
how each piece would fit in their space. You can sell an ordinary product but come
up with an innovative way to set its price, distribute it, package it or promote it. The eighth step is to define how you will
increase the lifetime value of your customers. According to the Pareto Principle, named after
the famous 19th-century philosopher, 80 percent of your income comes from 20 percent of your
clients. It’s about identifying which clients contribute
more value to your business. Then you need to work on increasing value. Some strategies to achieve this are: Increasing
your prices for a valid reason that you disclose to your customers, using upselling strategies
to persuade them to buy more expensive items or packages and offering them a subscription
plan to receive your products or use your services on a regular basis. Of course, you must analyze your data monthly
or weekly to properly do this. Look at the number of potential customers
that you have managed to register in your database, the percentage of potential customers
that you have managed to convert into customers, what your customers usually spend when they
buy your products or services and how much you have to collect to meet your costs. Only then can you know which strategies are
effective and which ones you should eliminate. The ninth and final step is to define your
recommendations program. Ninety-two percent of consumers follow recommendations from people they know. To take advantage of this, ask your customers
to recommend your product or service in exchange for an incentive like a discount or an upgrade
in service. Now you know how to write a marketing plan
to boost the growth of your company and expand your customer base. Aloha!

About Ralph Robinson

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