This 6-step document outlines a targeted marketing plan: 1) Identify your audience clearly 2) Determine points of interest for your audience 3) Plan how to deliver your message through outbound, inbound, or in-person connections 4) Select content from existing, purchased, borrowed, or new sources 5) Create a content plan detailing topics, vehicles, assets, assignments, and due dates 6) Implement your plan, have fun, and share results to continue growing your business.

1. 6 step journey to
targeted marketing
presented by
Tammy L. Wise
president of
www.wisechapter3.com
Friday, October 25, 2013

2. 1 purposefully
clearly identify
your audience
4 select what to
bring
and
2
identify points
of interest
5 load the car
3 plan route
6 do
it! and share
the experience

3. STEP 1
PURPOSEFULLY AND CLEARLY
identify your audience

4. Audience breakout sample
referral
partners
clients
.prospects
staff
Strategic partners
Service providers
Board of advisors
Colleagues
Family and friends
What does your audience look like? company size, geographic area,
decision-maker, industry, etc.
And how can they help you grow your business?

5. Audience breakout sample
referral
partners
clients
What action do you want them to take?
growth
audience
staff

6. Audience breakout sample
referral
.
partners
clients
.
growth
.
audience
general
staff
.
targeted audience

7. Audience breakout sample
referral
.
partners
clients
.
growth
.
audience
general
staff
.
targeted audience
owners/controllers in the
food/beverage industry
.u
in this region

8. Audience breakout sample
referral
.
partners
growth
.
audience
clients
.
general
.
staff.
targeted audience
owners/controller's in the
food/beverage industry
.u
in this region
trade associations
restaurants
food
trucks
microbreweries
j
urban and local
farms
caterers
suppliers

9. STEP 2
IDENTIFY POINTS of INTEREST
(what information is relevant to
your targeted audience)

10. VALIDATE what you all ready know by
asking QUESTIONS
• What information is relevant to their world?
• What can make your life easier?
• What do they fear?
• What are their challenges, concerns and frustrations?
• Where do they hangout?
• What do they read?
• How do they prefer to receive their information?

11. STEP 3
PLAN ROUTE
(what vehicle will you use to
deliver your message)

12. OUTBOUND SALES
INBOUND MARKETING
Your message goes to your
audience
Your audience comes to you
Tools:
Direct Mail
Newsletters
Brochures
Sell Sheets
Advertising
campaigns
Sponsorships
Annual Report
Phone calls/
emails
Case studies
Tools:
Website
SEO
Mobile
Apps
Videos
E-books, white papers,
how-to-guides
Case studies
Webinars/podcasts
Blogs
Social Media
IN-PERSON
CONNECTIONS
You go to your
audience
Tools /Actions:
Attend - networking
and educational
events
Speak at
conferences and
meetings
Join organizations

13. STEP 4
SELECT WHAT to BRING
(where will the content
come from)

14. Conduct a content inventory
words/graphics
audio
video
exists
purchase
borrow
new
"just be useful" Jay Baer marketing keynote speaker & author

15. Resources to develop content
• Freelancers
• Content agency
• Employees (unknown talent for telling & capturing
stories)

16. STEP 5
LOAD THE CAR
(bring the details together
to create your plan or itinerary)

17. topic/
Published
date
category
content:
vehicle
original,
exists,
purchase
words,
video,
audio
assigned
to
due
date
proofread
promoted
on

18. STEP 6
TAKE ACTION,HAVE FUN
AND SHARE THE EXPERIENCE
(do it!)

19. Get to your destination ...
a successful and thriving business
faster
with
TARGETED MARKETING
And don't forget to have fun along
the way of your entrepreneurial
journey!
Thank YOU!
Questions???