My 1-Page Marketing Plan. Before (Prospect) During (Lead) After (Customer) 3. The Media I Will Use To Reach My Target Market

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1 My 1-Page Marketing Plan Before (Prospect) 1. My Target Market 2. My Message To My Target Market 3. The Media I Will Use To Reach My Target Market 4. My Lead Capture System 5. My Lead Nurturing System 6. My Sales Conversion Strategy During (Lead) After (Customer) 7. How I Deliver A World Class Experience 8. How I Increase Customer Lifetime Value 9. How I Orchestrate And Stimulate Referrals

2 Whether you re a novice or an experienced entrepreneur, The 1- Page Marketing Plan is the fastest and easiest way to create a marketing plan to grow your business.

3 Introduction Written by Allan Dib, The 1-Page Marketing Book and Plan canvas is the easiest and fastest way to create a marketing plan that will propel your business growth. In a single page, you ll be able to map out your own sophisticated direct response marketing plan. The 1-Page Marketing Plan canvas consists of nine squares split up into three major phases of the marketing journey.

4 Phase one Before In the before phase (squares 1, 2, & 3 of the 1PMP Canvas), you re focused on prospects. Prospects are people who may not even yet know you exist. In this phase, you ll identify a target market, craft a compelling message for this target market and deliver your message to them through advertising media. The goal of this phase is to get your prospect to know you and respond to your message. Once they ve indicated interest by responding, they become a lead and enter the second phase of your marketing process. Aka.ms/1pagemarketingplan

5 Before phase example Tom is a busy business owner and is frustrated that he can t keep his contacts in sync between his laptop and smartphone. While searching online, he comes across an ad with the headline Five Little-Known Strategies That Unlock the Power of Your Business IT System. Tom clicks on the ad and is taken to an online form where he must enter his address in order to download a free report. Tom sees value in what the report has to offer, so he enters his address.

6 Square 1: Selecting your Target Market Selecting your target market is a crucial first step in the marketing process. Doing so will ensure your marketing message resonates better, which in turn will make your marketing far more effective. By focusing on the right target market for your business, you ll be able to get the best return on the time, money and energy you invest. 1. Your target market cannot be everyone, you need a laser-like focus on a narrow target market. 2. Specialists (like a heart surgeon) can charge more than generalists. 3. To get in the mind of your prospect, create an avatar or persona for them. What is your prospect s occupation, age, gender? What are their fears? What is the thing they care most about?

7 Square 2: Crafting your message Most marketing messages are boring, timid and ineffective. To stand out from the crowd you need to craft a compelling message that grabs the attention of your target market. Once you have their attention, the goal of your message is to compel them to respond. 1. Survey & research your prospects to find out what they actually want (it may surprise you). Analyse search engine queries and trends on social media. What is your message? 2. Craft an offer around a solution you have confidence in delivering and what people are buying. Use emotionally charged words to capture attention, indicate how can you solve objections. 3. What result are your customers actually buying? (Piece of mind? Prestige?) Why should your customer by from you vs. your nearest competitor? 4. Make sure your message has a clear, single purpose. Be clear about the action you want the customer to take (whether that s book a call, download a free report, fill out a survey, etc.) The purpose of your ad is not to sell but to get the customer to indicate interest. With customers raising their hands, you can begin to build a database.

8 Square 3: Reaching prospects with advertising media Advertising media is the vehicle you ll use to reach your target market and communicate your message. It s typically the most expensive component of your marketing, so it needs to be selected and managed carefully to ensure you get a good return on investment (ROI). 1. Never focus on getting your name out there. What gets measured, gets managed. Define ROI on any campaign: If it cost you more than you made, it s a failure. 2. Know the Customer Lifetime Value (you may make money over the long term if a customer buys multiple times) and the Customer Acquisition Cost (Campaign cost / customers acquired). 3. Social media is a form of media, not a strategy. Social media helps to create and extend relationships that may turn commercial. 4. is key component of direct response marketing. opt-in should be a key part of your website. Don t spam, Be human, Regularly, Give Value. Which media will you use?

9 Phase Two During In the during phase (squares 4, 5, & 6 of the 1PMP Canvas), you re dealing with leads. Leads are people who know you and have indicated interest in what you have to offer by responding to your marketing message. In this phase, you ll capture these interested leads in a database system, nurture them with regular valuebuilding information and convert them into paying customers. The goal of this phase is to get your leads to like you and what you have to offer enough to buy from you for the first time. Once they ve bought from you, they become a customer and enter the third and final phase of your marketing process.

10 During phase example Tom gets a lot of value from the report he downloaded. It has some genuinely good tips which have saved him a lot of time. The IT company that wrote the report has been ing him additional valuable tips and offers Tom a free IT audit for his business. Tom accepts. The audit is thorough and professional and reveals to Tom that his IT systems are vulnerable because a lot of the software on his computers is out of date. They offer to send a technician to fix all the problems identified during the audit, at a heavily discounted rate. Tom takes them up on this offer.

11 Square 4: Capturing leads Capturing leads in a database system for future follow-up is critical to your marketing success. This is because only a very small percentage of interested leads may be ready to purchase from you immediately. Lead capture is all about properly handling interest and building your future sales pipeline. 1. The purpose of an ad is to find people who are interested in what you do vs. an immediate sale. 2. 3% of your market is ready to buy, 7% are open to buying, 30% are interested but not right now, the next 30% are not interested, the last 30% wouldn t take it if the product was free. If you sell directly from your ad, you only get the first 3%. If you create a lead-generating ad, you ll be able to address 40% (those ready now, those open to buying and those interested in the future). 3. Get your prospects to raise their hands with an ethical offer (like a free report or something else of value). Do not sell from this ad; rather get contact information to nurture these leads until they re ready to buy. What Is Your Lead Capture System?

12 Square 5: Nurturing leads Nurturing leads is the process of taking people from being vaguely interested in what you have to offer to desiring it and wanting to do business with you. The lead nurturing process ensures that leads are interested, motivated, qualified and predisposed to buying from you before you ever try to sell to them. 1. The money is in the follow up. What Is Your Lead Nurturing System? 2. Send high probability prospects a stream of value: tutorials, articles, case studies, monthly newsletters. 3. Market to your prospects until they buy or die. Use automation/crm that triggers after some prospect action. Use a marketing calendar set up on a daily, weekly, monthly, quarterly, or annual basis. 4. Outsource marketing activities. You can always get more money but never more time. Delegate if someone can do the job 80% as well as you can.

13 Square 6: Sales Conversion Sales conversion is all about creating enough trust and demonstrating enough value to motivate interested leads to become paying customers. Positioning yourself correctly will make the sales conversion process easy and natural for both you and your customer. 1. Don t position yourself as a commodity and compete solely on price. 2. Move from sell, sell, sell to educate, educate, educate (provide free reports, valuable tips, etc.) 3. Address the fear and uncertainty the prospect has. Allow prospects to try before buy. 4. Make sure all of your employees are in sales. 5. Subscription business model: Measure monthly recurring revenue (it should grow over time). Measure churn rate (% of customers that cancel subscriptions) and Customer Lifetime Value.

14 Phase Two After In the after phase (squares 7, 8 & 9 of the 1PMP Canvas) you re dealing with customers. Customers are people who like you and what you have to offer enough to have paid you money at least once. In this phase, you ll turn your customers into raving fans by delivering a worldclass experience. You ll then find ways of doing more business with them and increasing their lifetime value. Finally, you ll create an environment where referrals continually come your way. The goal of this final phase is to get your customers to trust you and buy more from you. This phase continues in an ongoing virtuous cycle where you deepen your relationship with customers, do more business with them and get more referrals.

15 After phase example Tom is extremely impressed with the professionalism of the technician that came in and fixed his IT problems. The technician was on time, courteous and professional. Someone from headquarters follows up with Tom the next day to ensure he s satisfied with the service he received. Tom indicates that he is very satisfied. During this follow-up call, Tom is offered a maintenance package where a qualified technician will look after his IT systems for a fixed monthly fee. Tom takes up this offer. The support line alone is of huge value to him as he frequently gets frustrated with his IT system and loses productive time trying to figure out a fix. Tom refers three of his business friends from his golf club to this company because of the great service he s experienced.

16 Square 7: Delivering a World Class Experience By delivering a world class experience, you turn customers into a tribe of raving fans who want to buy from you repeatedly. To deliver this world class experience you need to implement systems in your business and make smart use of technology. 1. Building a tribe of fans is crucial to your business for the long term. Tribe leaders continually wow their customers, make it fun and easy to deal with them, have systems in place so they can continually deliver a great product or service. How Will You Deliver A World Class Experience? 2. There s a big difference between what people want and need. Spoon feed customers the process of getting results. Create a tribe of fans, not just transactions. 3. Become a voice of value (a prolific content creator). Educate yourself, talk to experts. The most valuable commodity today is your reputation. Consider starting a blog, creating a mailing list, a monthly newsletter, Youtube videos.

17 Square 8: Increasing Customer Lifetime Value Increasing the lifetime value of existing customers is where the real money is made. To do this you need to have strategies and tactics for getting existing customers to do more business with you. You also need to know, manage and continually improve key numbers in your business. 1. When was the last time you raised prices? Raise prices but give a reason why. How Will You Increase Customer Lifetime Value? 2. Upsell and bundle when you have the opportunity. Customers less likely to be price sensitive to additional items. 3. Include a standard and premium price. Move existing customers to higher priced items. 4. Increase the frequency with which customers buy from you (give them a reason to come back). 5. If customers have left, create a reactivation campaign. 6. Key numbers to measure: leads, conversion rate (% leads converted to paying), average transaction value, break-even point.

18 Square 9: Orchestrating and Stimulating Referrals Orchestrating and stimulating referrals is an active process. Many businesses wish and hope for referrals but don t have a deliberate system for making them happen. By implementing some simple tactics, you can make the flow of referrals a more reliable part of your marketing process. 1. You need to actively stimulate and orchestrate referrals, don t rely on word of mouth. How Will You Orchestrate and Stimulate Referrals? 2. Best referral strategy: Just ask. Give customers something of value to give to referred prospects. If you know someone who s in a similar situation as yourself, we d love you to give them one of these gift cards which entitles them to $100 off their first consultation with us. 3. Example: As part of normal business procedure ask for referrals: When we re finished working together and you re 100% satisfied with the work we ve done, I d really appreciate it if you could keep in mind three or more other people we could help. 4. Set up joint ventures with professionals who have your customers before you (ex.: If you re a lawyer, set up a JV with an accountant) Pay a finder s fee or commission.

19 To learn more about The 1-Page Marketing Plan visit successwise.com. The book is available on Amazon

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