I’m so excited about this new One Page Marketing Plan I want to share the first part with you now. If you begin to see what it can do for you, I hope you’ll get it for yourself.
The purpose of the One Page Marketing Plan is to simplify the steps of creating a practical plan you can put to use immediately. It can be used to support a marketing campaign or to carry out your overall business plan.
We start by gathering pertinent information and answering specific questions. We give you explanations and examples to direct your thinking plus simple tools that provide a structure you can use over and over again. You are both learning and doing at the same time.
When you actually put the Plan to use, you’ll not only see positive Results, you’ll have started a new habit that will prepare you to reach the next level in your business.
To guide you in creating your One Page Marketing Plan, this booklet will give you the tools and the examples you need to make it clear, simple and easy. The tools and Plan template are included as reference in the main booklet.
At the end, you will find a Case Study with examples of how the study company prepared and completed each of the tools and their Plan. You can access this Case Study and examples beginning on Page 24.
Before we get started I suggest you set up a One Page Marketing Plan folder on your computer. This is where you’ll save the blank templates that you download so you can use them again and again. Also save whatever work you complete in the program. You will use it as reference to carry out your Plan.
There are only two basic steps in the One Page Marketing Plan process: Preparation and Planning.
In each section you will be given an assignment with a link to download the interactive template where you’ll document the details for your own business. You’ll also be directed to the case study and examples that will help you understand how to use these tools.
As a place to start, I find it’s helpful to zoom in on how you’re different from your competitors. This allows you to identify and promote what makes your product or service unique.
Even if you think you have no competitors, remember, potential clients/customers are spending their money somewhere. Identify the most likely options. Consider these your competitors.
I. Market Positioning
We start with a SWOT analysis (a fancy term for taking the pulse of your business and your competition in the marketplace). Coming from a market perspective we want answers to the following questions:
What are the strengths of the business?
What are the weaknesses?
What opportunities may be possible in the market?
What threats are possible?
Select three companies that you consider your primary competition. You will be identifying each of their Strengths, Weaknesses, Opportunities and Threats (SWOT) as well as your own.
The purpose of this exercise is to leverage your expertise and products in a way that your competitors do not. Use this analysis to differentiate and position your business within your market.
You’ll be applying what you’ve learned here when you create your One Page Marketing Plan.
NOTE: You can learn a great deal about your competitors by researching their web site and entering them or their products as keywords into your favorite search engine.
You can learn more about SWOT analysis by entering it as a keyword into your search engine. Don’t get caught up in the details. Take away the big picture of the SWOT and its purpose.
Project tasks (such as a website) can take much longer to complete than you’d think. If you think it will take 6 weeks, allow 12 weeks. For the budget add another 50% after you get the number you think is on target. The more frequently you are successful, the more success you will see in the future. So don’t set yourself up for disappointment.