A Marketing Plan Outline from start to finish. In this presentation (Marketing 101 PowerPoint) you will learn how to create a marketing plan for any business. By Marketing by Justina 2012 www.marketingbyjustina.wordpress.com
So in this presentation I will be giving you 1. an overview of a marketing plan and 2. I will show you an example marketing plan – start to finish
In business and economics, gap analysis is a tool that helps companies compare actual performance with potential performance. At its core are two questions: "Where are we?" and "Where do we want to be?" Gap analysis provides a foundation for measuring investment of time, money and human resources required to achieve a particular outcomeIncrease active referral network – each partner will be tasked with finding 2 active referral sources per year. Active is defined as referring 1 or more clients within the year. Also, send a thank you card with gift card with thank you.Client Stratification – measurable survey done annually for tax clients and upon project completion for other clients.Client Referrals – 1. ask clients for referral. 2. “thank” clients for referral with a amazon gift card or Starbucks gift card.
Psychographics is an important factor for tax clients. If they are a small business – do they attend community events or chamber meetings. Mid-size business – what events do they attend. High net-worth individuals – what events do they attend, what are their interests outside of work.
A core message has three sections to it. They are the action verb which stages the message, the target market, and then the how-to atthe end. It can be broken down into two parts or steps. The first step is the message itself. It is typically one sentence long and no more than ten words or so. It is quick and to the point. At the same time, its power is evident and it grabs the attention of whoever hears it. The goal is to get them to ask how you fulfill your message. Which isstep two in the core message process. Developing good core message has tremendous potential if used properly. Your core message is a quick, simple way of telling your clients“not only are you different but if that you do business with their success in mind.”http://www.associatedcontent.com/article/312209/marketing_101_developing_a_core_message_pg3.html?cat=3
Your brand is more than just the logo on your letterhead and business cards or your business name. It is your corporate identity. An effective brand tells the world who you are, what you do and how you do it, while at the same time establishing your relevance to and credibility with your prospective customers.Step 1: The key to branding is to know your strengths and weaknessesStep 2: Focus on what your strengths are and develop a strategy around them. That strategy, or approach, should lead you to slogans, images, and themes that are part of your branding. Step 3: Develop your image and logo based upon your businesses strategy and strengths. There really are few limitations when developing your logo but one should keep it simple, easily distinguishable and relevant to your overall message.Step 4: Once your logo and image has been developed your business should begin marketing that information everywhere possible. This means putting it on your website, on the product, in newsletters, in emails, on documents, in your advertisements, etc. The more you market this image and logo, the more likely it will become associated with your product or service.Step 5: Train your employees to act in accordance with the new image. This new image should be the central theme of your operations and should be encouraged as much as possible. In other word – Always Quality, Always Timely… should hold true in all that you do…
Referrals –Referrals are another great lead source. Be sure you have a good process in place.Web – This is another great resource for leads. Be sure you can sign up for your eNewsletter from your homepage or blog eNewsletters – Makes sure you are top of mind for your current clients. Could be your referral sources or it could be people you have reached out to but have not had a chance to connect.Webinars and Podcasts are great ways to engage new and current clients but it is also a great way to scout out potential clientseAdvertising – this is an inexpensive way to advertise to your target. Pay-per-click. Public Relations – free advertising. Sending out press releases to local media is a great way to get noticed and therefore, get leads. I suggest contacting your local news organizations and see if you can get some press either online or in print.
TaxLandhas 3 types of clients. Current clients, prospective clients and referrals. It is important to have a clear marketing plan for each type. Current Clients – has been define in pervious slideProspective Clients – this type will be broken down into more details depending on the type of services they are looking for…Referrals – These are from current clients and referral sources.
Now for the process and tracking. After the materials have been created and distributed, I suggest completed a follow-up call on the letters/flyers/webinars/etc that did not receive action. While on the follow-up call you can set appointments. Thus, landing a proposal and preparing an engagement letter. Tracking - a tracking sheet should be given to the front desk so they can ask how did you hear about us? Or do you have a code, or did you receive a flyer ouf ours in the mail, etc?Coding – every flyer should have a code on itFollow-up calls should be logged and registered Etc…
In this example our ideal tax client is…. (see slide)Do you have any “model clients” that you can tell me about?
This is an example of a core message and color. I suggest you have an image library of about 50 – 100 unique image that you can use as part of your branding.
This is a checklist as well as a basic outline of a marketing timeline. This timeline is not taking in consideration messaging, editing, printing and creative development.
Defining process and follow up
What is stopping you?
Contact Justina with your marketing questions
Mktg 101 PowerPoint_10.30.2012
Presented by Marketing by Justina www.marketingbyjustina.wordpress.com Twitter @MarketbyJustinaMARKETNG PLAN 101
Enhancing Your Businessthough marketingDefine Create Plan 4 Deliver A simple 4 step process to success
Goals business, strategic, tactical Purpose deliver the best service to our clientsDefining Picture ideal client Remarkable Difference service, quality, timely Define, develop, and collaborate
GAP Dashboard Clearly understand the now and the future.Projections, goals, vision Business Revenue 3 Million 3.5 Million 4 Million 4.5 Million Client Statifaction Unknown 95% 95% 95% New Clients 308 (9mo) 350 350 350 Increase Active Referral Network Unknown 8 16 24 Client Referrals Unknown 35 50 70 Strategic Top 15 CPA Firm in Silicon Valley Top 30 Top 25 Top 20 Top 15 # of employees 20 23 25 28 Tactical Update website no yes yes yes Top 10 search for 5 Internet Engines no yes yes yes Monthly eNewsletter no Q3, Q4 yes yes Quarterly Marketing Campaign no yes yes yes Keep in mind these are projections. Clearly defining your goals will allow the GAP dashboard to be more accurate.
Marketing Plan Ideal Client, Difference & Differentiators Demographics age, occupation/title Psychographics personality, values, attitudes, interests, lifestyle Geographics zip code, location. Remarkable difference TaxLand has a 95% client satisfaction rate with diversified tax expertise. Thus, making them a full-service accounting firm. Timely service and quality is top priority. Differentiators TaxLand is well establish in the community and has an outstanding reputation.
Marketing Plan Defining CompetitionCompetition Direct XYZ Taxes, LLP Indirect Sole Proprietors, Bookkeepers, Regional and National Firms Model Taxes R Us, Inc. Note: Direct: List out 3 -5 of your top competitors. Indirect: Define who they are. Model: What company inspires you?
Getting Started WorksheetMarketing Plan Defining Define what you want and make a plan. October 2012 Due Date: Business Goals Strategic Goals Tactical Goals Ideal Customer (all services) Differentiators Model Competitor Note: plug answers in the GAP table
Core Strategy message, positioning, brandin g Marketing Materials caseCreating study, testimonials Web Plan update, search engine, eNewsletter, social media Create, improve, and determine your media
It’s about knowing YOUR CORE MESSAGE. action target“We partner with small businesses how-toto make their businesses grow” “We partner with people to minimize tax liability and ensure accuracy.”
Branding your messageWhat is branding all about?Step 1: know your strengthsStep 2: what is your taglineStep 3: colors, fronts, images, logo, themesStep 4: uniformed imageStep 5: all for one and one for all
DescriptionMarketing Materials • List Generation: utilize a list finding service to reach target client List Generation Marketing Kit • Marketing Kit: company story, case studies, testimonials, trifold of Case Studies services, TaxLand essential difference, description of services Testimonials processes, staff bio’s, letter from partner Flyers/Letters Special Offers • Case Study: also know as success stories. They empathize challenges a client/business faced and how TaxLand offered solutions. Proposals Process Press Releases Whitepapers • Testimonials: can be taken from survey’s and possible video for webpage Thank Yous eSurvey eNewsletter • Flyers/Letter: direct mail pieces to target clients eAdvertising Webinars/Podcasts • Press Release: news about TaxLand • Whitepapers: compelling story, articulate business challenges, explain innovative solutions, address roadblocks • Thank Yous: on an as needed biases; cards to be sent to clients and referral sources
Marketing Web Description Update Website Branding Update Website Branding – create a uniformed look and feel for website Blog/RSS Search Engine Blog/RSS – have weekly updates from each staff member or service eNewsletter Social Media Search Engine – monthly registration for all search engines Webinars/Podcast eServey eNewsletter – monthly delivery; alternate services eAdvertising Social Media – create, update and maintain a presence on twitter, linked-in, facebook and google + Webinars/Podcast – bi-monthly; online presentations for clients eSurvey - on an as need biases; annually and/or completed jobs, etc eAdvertising - pay-per-click
Marketing Plan Checklist October Tax Attest Trust Lit. Estate Back Foreign & Peer ReferralsMarketing Plan Services 2011 Acctg. Support & Trust Office Inter. Tax Review Messaging eSurvey Letters/ Flyers Case Study Testimonials Webinars/ Podcast eNewsletter Special Offers Whitepaper eAdvertising Marketing Kit Thank Yous Proposal Process
Marketing Plan for Web Web Plan Worksheet October 2011 Start Date End Date Budget Manager Website Update Blog/RSS Search Engine Email Marketing Social Media Webinars/ Podcast eSurvey eAdvertising
Lead Generation list development MarketingPlanning Campaigns current clients, prospective clients, referral sources Tracking process and follow-up For seamless delivery qualify, create and plan
Marketing Plan Lead Generation• Direct Mail – Mailing list – Follow-up calls – Appointment setting• Referrals – Follow-up• Web – Website inquiries Direct Mail Referrals Web P.R. – eNewsletter – Webinars/Podcasts/Blog attest tax trust peer – eAdvertising f/I tax b.office s/m biz lit• Public Relations
Marketing Plan Clients • Referral Letter/Loyalty Program • eSurveyCurrent Clients • eNewsletter • Thank you cards • Webinar/Podcast • Flyer/Letter Prospective • Follow-up Process • eNewsletter Clients • Marketing Kit • Webinar/Podcast • Special Offer • Flyer/Letter • eNewsletter Referrals • Marketing Kit • Thank you cards
Marketing Plan Process and TrackingProcess Tracking * Create Marketing Materials Direct Mail Distribute Marketing Materials coding Follow-up via Phone follow-up call appointment setting Set Appointments Referrals Create Proposals ask referrals Prepare Engagement Letters Track in Practice Web email tracking website stats number of attendees (webinar/podcast) Clicks
4Delivering Marketing Campaign: Tax start to finish… Extra, Extra Read All About It!
Marketing Campaign Tax Target Client Demographics business owner, annual revenues $1 Million +, 5+ employees Physiographic Chamber Member and attends local charity events. Services appeal to them that have value added. Geographics 100 mile radius of the office.
Marketing Campaign Tax Messaging and Branding CORE MESSAGE “We partner with people to minimize tax liability and ensure accuracy.” COLOR R= 9; G= 30; B= 150 LOGO, IMAGES, FONTS Arial 12; Full Justified
Marketing Campaign Tax Marketing Timeline October 2011 Start Date End Date Budget Manager Campaign: Direct Mail (Qualified List) Post Cards / NB Letters (Q) Card (M) Thank You Web Marketing (Current Customer) eSurvey eNewsletter (M) Blog update (W) eAdvertising White Papers (Q) Public Relations (Media List) Press Release (Q)
Marketing Campaign Tax Follow-up Process and Tracking Process Tracking * Create Marketing Materials Direct Mail Distribute Marketing coding follow-up call Materials appointment setting Follow-up via Phone Referrals Set Appointments ask referrals Create Proposals Web email tracking Prepare Engagement Letters website stats Number of attendees (webinar/podcast) Clicks
Benefits to Marketing New Business Client Satisfaction Profits
Want Answers to your marketing Questions?• Contact Marketing by Justina – eMail: firstname.lastname@example.org – Blog: www.marketingbyjustina.wordpress.com – Twitter: @MarketbyJustina – LinkedIn: www.linkedin.com/in/justinadowneybryant