A Simplified Marketing Plan that Works!

When I started my first business in 1981, I researched business plans and marketing plans. I looked at all of the formats and read a lot about the purpose of creating a business plan. But I never got enthused enough to do it.

When I launched my speaking business in 1997, I reconsidered a business plan and a marketing plan. Again, they looked too complex - like a lot of "overkill" for my one-person operation. But I soon found that I needed some type of plan that would remind me of where I was going and how I planned to get there.

For the past several years I've been using a simplified marketing plan. And it's been working for me. It may inspire you to do something similar - or at least do something! Here's how it works.

At the beginning of the year (or during my planning period for the year), I list the goals for my business. I try to look at all of the facets of the business. For example:

1. Book X speaking engagements.
2. Give X free speeches.
3. Generate $X in consulting fees.
4. Increase website traffic to X page views per month.

Then I list the key factors to my success for the year and assign a code for each. For example:
* Increase online visibility. Code V
* Deepen my credibility. Code C
* Emphasize my experience. Code E
* Generate passive income. Code I

Finally, I outline the audience(s) I want to serve, assigning a code to each.
Speakers Code S
Authors Code A
Consultants Code C
Small business Code SB

Now I'm ready to put my plan into action steps!

At the top of the first page, I list the first goal: Book X speaking engagements. Then I list as many activities that will contribute to that as possible. Here are some I've listed this year:

* New professional photo
* Monthly contact with key advocates
* Monthly postcards with tip to meeting planners
* Demo video updated; distribute to speaker bureaus.
* Timeline for each engagement.
* Send press releases for each engagement, as appropriate.
* Specific series of follow-up activities for each engagement.

In addition, I list specific prospects that I want to target this year.

I repeat this process for each goal, listing any marketing or sales activities I need to do under the goal to which it applies.

Next, I go back and code each activity. First with the Key Factors code. Will this activity contribute to my visibility? Credibility? Experience? Or Passive Income? An activity can have multiple key factors. If I find an activity that doesn't contribute to one of my key factors for the year, I ask myself whether or not this is an appropriate activity for this year. In many cases, I'll discard it or lower its priority.

Finally, I go through each activity and code the audience(s) for which it will be appropriate. Most activities can apply to several audiences, but I'll often find that I'm ignoring one of my targeted groups for the year. Again, I ask if there are additional activities I should be doing to serve them better or is it appropriate to ignore them for this year.

As a format I've found that this works well for me:

Task Key Factors Audiences Deadline Date Complete

And since I have a staff, I add an additional column for who will do the activity.

At this point, I have my basic plan. All that remains is setting the deadlines for each activity. These deadlines, in turn, dictate my daily activities. If I find myself doing something that isn't in my marketing plan, I stop and ask "Should I be doing this at all? If I should, why didn't it show up in my marketing plan? Where can I add it or should I stop doing it?"

Overall, my entire plan is less than 10 pages long. I try never to set more than 10 goals for the year, since that seems so overwhelming! So it keeps it short. I review the plan monthly, noting the activities I have completed and noting progress on those on which I'm working. I'm always amazed at how much I do get done on the plan - even if I never complete all of the tasks I've set out to do.

Having a plan is a key element to preparing for success. The format that your plan takes is entirely up to you. But if you haven't found one that works for you, try this one. Then modify it so it works even better for you. I'd love to hear what's working for you!

Dr. Jeanette Cates is an Internet strategist who works with experts who are ready to turn their knowledge and their websites into Gold. Her reputation as a speaker and trainer has earned her the title, "The Technology Tamer." Jeanette shares her news and views in OnlineSuccessNews.com

In The News:

---

PowerPositioning: WillYouAcceptThisRose.com

Positioning is a powerful concept in marketing. To illustrate, have... Read More

Postcard Direct Mail Marketing Works (Its Cheap, Quick, Affordable and More)

Used the right way and with the right audience, postcards... Read More

Pay for Performance Pricing Models for Search Engine Optimization

I do think that it is entirely possible for an... Read More

Marketing Lessons from Santa

If a nonexistent man can change the world and millions... Read More

Mail Can Make You Money

Are you still waiting for business to turn around before... Read More

Break Even On Your Next Direct Mail Campaign...And Still Generate Huge Profits

With direct mail, you can break even and still claim... Read More

What Is Multi-Level And How Should It Be Worked

Multi-level marketing is really a partnership. You go into... Read More

Calling All Carbon-Based Lifeforms

Many businesses want to market to all carbon-based life forms.... Read More

Radio Advertising Works With These Tips!

Advertising on the radio can be an effective lead generation... Read More

Viral Marketing with a Powerful Twist

What would you do with 500, 1000 or more additional... Read More

How to Tie a Tie and How To Kiss - What Do They Have In Common?

How to Tie a Tie and How To Kiss -... Read More

Focusing Your Marketing Efforts

One of my favorite quotes is often used to describe... Read More

Comprehensive Marketing Details Not Found in Beginner Books

If this is the first marketing article you are reading,... Read More

Do You Make These 5 Common Marketing Mistakes?

The famous P.T Barnum once said, "Without promotion, something terrible... Read More

How to Successfully Promote your Business to an International Audience

Breaking into the international marketplace can catapult a company into... Read More

The Path To Your Prospects Wallet Begins At His Heart

You want your prospect to make the decision to buy... Read More

If My Work is Good Enough

"If My Work is Good Enough, I Shouldn't Have to... Read More

How To Successfully Launch A New Business Activity

I often talk with business owners who tell me how... Read More

Wife?s Marketing Prowess Helped Edison See the Light

It is well known that Thomas Edison was an inventor,... Read More

Networking, iNetworking, What Is The First Rule?

Networking on the Internet is the same as networking in... Read More

Build A Successful Business By Staying Connected

Over the course of your business life you'll come in... Read More

T.E.A.M Profit

As you network and meet other business owners, keep this... Read More

The Sweet Aroma of Highly Effective Marketing

Highly effective marketing is accomplished when your marketing materials and... Read More

My Product is Obviously Better ? Why isn?t it Selling?

The movie, "Field of Dreams" opens with a farmer standing... Read More

Getting More From Your Customer

We are all customers of one product or another. How... Read More

Marketing To Women

Recent studies concerning the "new world of women" have been... Read More

Determining Marketing Effectiveness Even If You Didnt Track

What if you've done a variety of marketing activities over... Read More

How Much Is Your Popcorn Worth? Powerful Lessons In Marketing & The Psychology Of Selling ? Part 6

How Much Is Your Popcorn Worth?: Powerful Lessons In Marketing... Read More

Starting Small Business Promotional Campaigns

So you're starting a small business. You figured out what... Read More

Growing Your Business With Your Marketing Priorities

None of us have enough time in the day to... Read More

Keep Costs Down and Keep the Marketing Strategy Simple

One of the biggest mistakes we could make as business... Read More

Small Business Bonzai Marketing

Do you own a small business? Do you wish to... Read More

How To Conduct Effective Online Surveys

Although they are inexpensive and product fast results, online surveys... Read More