The Best Marketing Plan You ve Ever Written

Transcription

1 1 INTRODUCTORY The Best Marketing Plan You ve Ever Written Colleen Carney, Account Manager,

2 Colleen when I was backpacking around the world I had dreadlocks.

3 Please rate this session!

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6 1 MARKETING PLANS REVISTED 2.0 HubSpot has changed the way you think about marketing now we are going to shake up your Marketing Plan

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10 WHAT IS YOUR TIMELINE?

11 GOAL. PLAN. CHALLENGE. TIMELINE. GPCT is the new marketing plan

12 Achieving your business GOALS is what really matters when it comes to your MARKETING PLAN.

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14 2 EXAMPLES OF GPCT IN ACTION Real Customers, With Real Problems, Who implemented GPTC

15 SCENARIO #1 We need to grow the business. We ve been flat for the past 3 years. All of our work is word of mouth. That s only got us so far. If we re going to go from $200K to $400K this year we are going to need other ways to get business in the door.

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17 Discover GOAL Problem: They have high visitor to lead conversion rate however, they have very little traffic >500visits/month. Diagnosis: Need to increase website traffic.

18 What s the GOAL?

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20 Plan Tactic 1: Start a PPC Google Adwords Campaign Tactic 2: Blogged 3x per week Tactic 3: Clean up their on page SEO

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22 Potential Challenges Challenge 1: Pick the wrong keywords for PPC Challenge 2: Ads drive unqualified traffic Challenge 3: No one has time to blog Challenge 4: Not sure how to improve SEO

23 WHAT IS YOUR TIMELINE?

24 Timeline Timeline Type: Urgent (2 months) Timeline Strategy: PPC is a fast fix over time rely less on PPC and move more to organic traffic from Blog.

25 SCENARIO #2 Last year we did $350K in revenue. We want to increase that by 25% in Our average job is $8,750, so we need at least one extra job a month over what we currently do to hit that goal. If we can do that we can buy the new piece of equipment that will allow us to get the work done even quicker.

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27 Discover GOAL Problem: They have a low visitor-to-lead conversion rate. Diagnosis: Need to increase lead conversion to acquire an additional customer.

28 What s the GOAL?

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30 Plan Tactic 1: Better conversion opportunities Tactic 2: Corresponding landing pages Tactic 3: Get leads to sales faster.

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32 Potential Challenges Challenge 1: Don t have lead gen offers Challenge 2: Don t understand audience. Challenge 3: Don t have an easy way to create landing pages. Challenge 4: Leads are slow to get to sales.

33 WHAT IS YOUR TIMELINE?

34 Timeline Timeline Type: Annual (12 months) Timeline Strategy: Implement landing pages and use existing content to create lead generation offers.

35 SCENARIO #3 We only got 15 leads from our website last year. None of them turned into customers. We know our competition is doing a much better job bringing in business over the web. We need to be getting at least 20 good leads a month from the website if we re going to pull in the 30 new customers we need this year. If we don t bring in 30 new customers we ll have to lay people off.

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37 Discover GOAL Problem: Lead quality is low and have difficulty converting leads into customers. Diagnosis: Need to create bottom of the funnel offers to convert leads into customers.

38 What s the GOAL?

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40 Plan Tactic 1: Develop persona-based workflows Tactic 2: Create bottom of the funnel offers. Tactic 3: Implement lead scoring Tactic 4: Rotate leads based on lead score.

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42 Potential Challenges Challenge 1: Confused about core persona Challenge 2: Unsure of lead score factors Challenge 3: No tool to create lead rotator

43 WHAT IS YOUR TIMELINE?

44 Timeline Timeline Type: Semi-Urgent (6 months) Timeline Strategy: Implement CRM system immediately and create sales focused calls-toactions to convert customers.

45 GPCT IN ACTION Step 1: DETERMINE BUSINESS PROBLEM Step 2: DIAGNOSIS BUSINESS PROBLEM (GOAL) Step 3: PLAN Step 4: CHALLENGE Step 5: REFINED PLAN Step 6: TIMELINE

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48 thank you.

49 HOW D I DO? Please rate this session!