Is your marketing plan all over the place? If you really want your marketing plan to actually be a real plan, you need to clean it up and establish a clear focus before you move forward. Less is more, especially if you’ve just gotten started or if you’re in a new marketing channel. Here are some strong tips for getting your marketing plan to where it needs to be.
1. Set Up Administrative Processes to Run and Manage Your Marketing
The first thing you should do is to set up your administrative processes to be quickly accessible. This means everything from your blog posting, web hosting, social media accounts, to your email. Start by listing all your account names and password in a safe location or use a password storage program. Then, set up the tools that allow you to quickly access and automate these processes.
If you need to learn how to use a platform or software, take the time to learn it now. Don’t wait until a time intensive moment hits you to figure it out. For example, learn how to use a FTP software to upload files to your web hosting provider instead of logging in every time to your account to upload it manually. Software programs also allow you to increase the efficiency and/or automate your administrative process. For example, there are programs that will sort your email for you or organize your social media activity.
2. Focus on One Channel at a Time
One of the biggest mistakes that many businesses make is trying to do too much at once. They have marketing multiple campaigns across multiple channels. Instead of going with the shotgun approach, focus on one channel at a time. Take the effort and time into figuring out which channel works and what you need to do to make the channel a profitable source of advertising/marketing for you.
The reason why it’s important to focus on one channel at a time is because it allows you to build a foundation for your marketing strategy. It also allows you to scale your campaigns faster once you can figure how to create a strong revenue stream for your business. Once you’ve exhausted your channel, you can take your capital and experiment with other channels to start growing.
3. Move From One Goal to Another
When you build out your campaign, you want to set up goals to get you to where you want to be. For example, if your goal is to make Facebook advertising become a large revenue stream for your business, you have to break that down into smaller goals. What will you have to do to make Facebook advertising work for you? Will you have to focus on generating leads? Will you need to work on your ads?
You might start by optimizing ads to get more traffic to your landing page. Then, you can move on to the goal of creating a high converting landing page to get more value out of your advertising. Then, you can move on to the goal of creating a better email marketing follow up campaign to convert more of your leads into actual customers. The idea is to go down a linear path to achieve the specific goals you’ve set for your marketing plan.
4. Focus on Your Existing Customers
Did you know it takes a lot more money to acquire a customer than to extract more profit from an existing customer? Sadly, many businesses ignore their existing customers and only focus on customer acquisition. This mistake is made because business owners don’t know how to upsell, find what else their customers want to buy, and how to build relationships with their customers.
Start by focusing on keeping your customers happy. Make sure your customer service is top notch. Then, make sure your product or service really delivers. If it’s not where you think it should be, make the necessary improvements. You need to move forward by figuring out what else your customers are already buying and what else they’re looking for. This will allow you to create the right products/services or partner with a business that has what they’re looking for.
5. Spend Your Time and Efforts on the Right Activity
Time is as much of a limited resource as money is. You want to make sure that your time is being spent on the right activity. The right activity is almost always on building your business or working on marketing. Measure how you’re using your time. If you’re spending your time on other activities, then you need to outsource those other activities or figure out solutions that will help you reduce the time you have to spend.
You also have to think about the time you’re spending on your marketing. Are you even spending time with the right channel and strategy? For example, if you have an SEO campaign and a Facebook advertising campaign, you shouldn’t be spending more time on your SEO campaign if your Facebook campaign is resulting in higher returns for the amount of time and money you’re spending. You should spend less time on your SEO and scale your Facebook campaign.
Cleaning up your marketing plan is mostly about getting your priorities straight. You have to follow the money and use your limited resources wisely. Once you get everything straightened out, you’ll start see a huge difference in the progress you make with your business.