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Presented by Marketing by Justina         www.marketingbyjustina.wordpress.com                     Twitter @MarketbyJustin...
Enhancing Your Businessthough marketingDefine             Create       Plan                                               ...
Goals business, strategic,           tactical Purpose deliver the           best service to our clientsDefining           ...
GAP Dashboard                               Clearly understand the now and the future.Projections, goals, vision          ...
Marketing Plan Ideal Client, Difference & Differentiators                           Demographics age, occupation/title    ...
Marketing Plan Defining CompetitionCompetition   Direct XYZ Taxes, LLP   Indirect Sole Proprietors, Bookkeepers, Regional ...
Getting Started WorksheetMarketing Plan Defining   Define what you want and make a plan.                                Oc...
Core Strategy           message, positioning, brandin           g Marketing Materials caseCreating   study, testimonials W...
It’s about knowing     YOUR CORE     MESSAGE.                                                    action                   ...
Branding your messageWhat is   branding all about?Step 1: know your strengthsStep 2: what is your taglineStep 3: colors, f...
DescriptionMarketing Materials                        •    List Generation: utilize a list finding service to reach target...
Marketing Web                                                         Description   Update Website Branding              ...
Marketing Plan Checklist                           October        Tax   Attest   Trust    Lit.      Estate    Back     For...
Marketing Plan for Web   Web Plan Worksheet                            October 2011      Start Date   End Date   Budget   ...
Lead Generation list           development MarketingPlanning           Campaigns current clients,           prospective cl...
Marketing Plan Lead Generation• Direct Mail   – Mailing list   – Follow-up calls   – Appointment setting• Referrals   – Fo...
Marketing Plan Clients                  • Referral Letter/Loyalty Program                  • eSurveyCurrent Clients   • eN...
Marketing Plan Process and TrackingProcess                              Tracking    *   Create Marketing Materials       ...
4Delivering             Marketing Campaign: Tax             start to finish…                         Extra, Extra Read All...
Marketing Campaign Tax   Target Client                           Demographics business                           owner, an...
Marketing Campaign Tax   Messaging and Branding                         CORE MESSAGE                             “We partn...
Marketing Campaign Tax   Marketing Timeline                            October 2011           Start Date   End Date   Budg...
Marketing Campaign Tax   Follow-up Process and Tracking                          Process                        Tracking  ...
Benefits to Marketing     New Business   Client Satisfaction   Profits
Want Answers to your marketing            Questions?• Contact Marketing by Justina  – eMail: justina@marketingbyjustina.co...
Mktg 101 PowerPoint_10.30.2012
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Mktg 101 PowerPoint_10.30.2012

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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

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Mktg 101 PowerPoint_10.30.2012

  1. 1. Presented by Marketing by Justina www.marketingbyjustina.wordpress.com Twitter @MarketbyJustinaMARKETNG PLAN 101
  2. 2. Enhancing Your Businessthough marketingDefine Create Plan 4 Deliver A simple 4 step process to success
  3. 3. Goals business, strategic, tactical Purpose deliver the best service to our clientsDefining Picture ideal client Remarkable Difference service, quality, timely Define, develop, and collaborate
  4. 4. 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.
  5. 5. 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.
  6. 6. 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?
  7. 7. 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
  8. 8. 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
  9. 9. 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.”
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. Lead Generation list development MarketingPlanning Campaigns current clients, prospective clients, referral sources Tracking process and follow-up For seamless delivery qualify, create and plan
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. 4Delivering Marketing Campaign: Tax start to finish… Extra, Extra Read All About It!
  20. 20. 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.
  21. 21. 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
  22. 22. 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)
  23. 23. 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
  24. 24. Benefits to Marketing New Business Client Satisfaction Profits
  25. 25. Want Answers to your marketing Questions?• Contact Marketing by Justina – eMail: justina@marketingbyjustina.com – Blog: www.marketingbyjustina.wordpress.com – Twitter: @MarketbyJustina – LinkedIn: www.linkedin.com/in/justinadowneybryant

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