Today we’re going to be talking about how to create a marketing plan. Let’s face it, marketing and getting people through the door, is the most important thing. It is, at the end of the day, what you put your sweat and tears into – your product or your service. You want to make sure you’re getting the word out, and that you get it in front of as many people as possible. For that reason, you’ve got to be strategic, and you need to know who and how you’re going to get this in front of.

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The first thing is to understand where you want to take things. If you could think of yourself and your business, let’s say, ten years from now, where do you want to see it? Then, you reverse-back engineer the process to where you are today, and you take immediate steps in order to get there. I think that at the end of the day, it’s understanding what is the goal?

What is the goal? Who are you going to go after? Why would you go after these people? I find that really, you want to find that direction, that direction that you’re going to follow so that you can get to that successful outcome that you envision.

Then you want to do market research. How big could this market get? How big is this? How quickly is this growing over time, over the next three, four, five, six years? Whatever that is, you want to know where is the market going?

Then, as a result, you’re going to continue to understand who are your ideal customers? You want to break them down: what is the gender? What is the age? Where do these people hang? What are those typical hubs that maybe you can partner with? Those are all the different things that you’re going to find when you’re doing market research. Because, at the end of the day, it’s not about throwing spaghetti on the wall and seeing what sticks. You want to make sure that you understand who you’re going after and then putting a plan in place to reach them.

Then you want to identify what are your marketing channels? Look, at the end of the day, everyone and their mother can throw in a bunch of money on Facebook ads, LinkedIn ads, or Google ads. You want to really identify what are those organic distribution channels where you can create that nice compounding growth, either via search engine optimization, or via whatever content, or maybe word of mouth, or even an ambassador program that you have.

You want to build channels that are sustainable, channels that are scalable, and essentially where you don’t have to put in a ton of money in order to build and scale your business. With that being said, you really want to get those channels and those channels that are going to get you to your customers faster and better than perhaps your own competitors.

Then you want to go into the budgeting. How much is this going to cost you? How can you model this? You can do this as part of your financial model or your business plan. You’ve got to really understand here, how much per month are you going to be allocating? How much on a yearly basis is that going to be? And you want to stick to that and to make sure that you’re not going over budget because in many instances, you can get too excited and it could put you in a bad situation. So with that being said, make sure that you really understand the numbers before you get into spending money on marketing.

Then you need to nail it on the team. Who are the most important people that you need in order to execute on this marketing plan? Look, I’ve got to share a tip with you. Before you hire anyone, you need to teach yourself how to do it, and then at that point, you delegate to others. But you need to get clear on what that road ahead is, on what the execution plan is, and only once you truly understand and have educated yourself on how to do it, at that point, you delegate to others. Otherwise, it’s going to be very tough to execute.

You need to have a roadmap here, and a roadmap is essentially what you and your team are going to be aligned on in order to push on the marketing side. That way, you guys all know what the direction is and how you’re going to be executing to achieve whatever goals that you’ve set in place.

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