marketing strategy playbook - fanbase - digital marketing...

MARKETINGSTRATEGYPLAYBOOK

Growafanbase.com

ExecutiveSummary

Marketingisnoteasy.Ittakesawellthoughtoutplan,executionandconstantmeasuring,tweaking,measuringandtweaking.Inanefforttohelpjumpstartyourmarketingefforts,we’veputtogetherthishelpfuldocumentloadedwith12marketingstrategytipstosteeryouinasuccessfuldirection.

Pleasedonothesitatetoreachouttousathelpme@growafanbase.comwithanyandallquestionsyoumayhaveafterreadingthroughthematerial.

1.UnderstandYourAudience

Understandingyouraudienceplaysanintegralpartinoptimizingyourmarketingstrategy.Youraudience’sbehaviorscanhelpdirectyouwhencraftingcontent,

implementinganSEOstrategy,anddecidingonwhichsocialmediaplatformstofocusyourefforts.

2.SEOKeywordResearch(SearchEngineOptimization)

With9outof10onlineconsumersutilizingasearchenginewhenlookingforinformation,products,orservicesit’simperativethatyouunderstandwhatpeoplearesearchingfor.GoogleandseveralothersofferfreeKeywordResearchTools.

SEOisacomplexandintricateprocess,buthere’sthebestplacetostart:Matchyourwebsitecontentwiththekeywordsthatpeopleareusingintheirsearch.

Twofreetoolstouse:GoogleKeywordPlannerhttp://keywordtool.io/

3.AnalyzeYourLast10Clients

Trackingyourlast10clients&theiractivitywillrevealalotaboutyourstrengthsandweaknessesregardingcustomeracquisition.

Severalquestionstoask:Wheredidwegetthelead?Whatproductorservicedidtheclientbuy?Howmuchdidtheyspend?Wasthisatypeofclientwe’dliketohavemoreof?

4.LTVofaCustomerRule(LifetimeValue)

TheLifetimeValueofacustomeristhetotalamountofmoneyacustomerspendsoverthelifetimeofbeingacustomer.

ThebasicformulaforawinningLTVstrategyis:LTV=3xCAC

LifeTimeValueofacustomer=3timeswhatitcosttoacquirethatcustomer(CAC).

Intheory,ifyouspend$10inFacebookadstoacquireacustomer,thatcustomershouldspendatleast$30withyourcompanyfortheacquisitiontobeworththetimeandenergyspent.

5.Pick2-3TractionChannels+DoThemWellFor90Days

GabrielWeinbergandJustinMarespenned“Traction:HowAnyStartupCanAchieveExplosiveCustomerGrowth”inwhichtheyclaimthereare19channelsoftraction(avenuestogrowyourbusiness).Socialmediaalonehas100differentplatformsyoucan

createaprofilefor,andifyou’renotcarefulyoucangetlostintheblackholeofsocialmedia.

WeagreewithGabrielandJustin.Pick2-3channelsanddevoteaproperamountoftimetoeachchannelfor90days.After90daysmeasurethesuccessofeachchannel.Throwawaytheloserofthethree(oriftwochannelsperformedpoorly,throwtwoaway,orallthree)andaddonemorechannel.Keepdoingthisuntilyouhavethehighestperformingchannelsrunningtothatareproducingthebestresults.

5.Pick2-3TractionChannels+DoThemWellFor90DaysAverybasicexample:Let’spretendwedesignandsellt-shirts.WeselectourFacebookBusinessPage,EmailMarketingandPayPerClickAdvertising(GoogleAdwords)asourfirst3channels.Ourendgoalforthisexampleissalesofourt-shirts.OurFacebookpageproduced30sales.EmailMarketingproduced86sales.PayPerClickAdvertisingproduced9sales.Goingoffofsalesalone,wewouldtossoutPayPerClickAdvertisingandkeepourFacebookPageandEmailMarketingefforts.Takingitonestepfurther– wewouldlookathowwecouldinvestanddomorewithouremailmarketingsinceitwastheclearwinnerbymorethandoubleournexthighestperformingchannel.

5.Pick2-3TractionChannels+DoThemWellFor90Days6

Fiveexamplesoftractionchannelstotry:• EmailMarketing• SocialMediaAds• ContentMarketing(Blogs,videos)• SearchEngineAds(Google,Bing,etc)• OfflineAds(Newspapers,magazines)

6.GettoKnowYourCompetitors

Itisnotillegalorunethicaltostudyandresearchyourcompetitors.It’sagreatideatohaveyourfingeronthepulseofwhatyourmostsuccessfulcompetitorsare

doing.Understandingwhatworksforthemmayhelpyounavigateyourownstrategies.

7.Track+MeasureEverythingWhenmeasuringresults,youmightbeexposedtotheterm“KPIs”,whichstandsforKeyPerformanceIndicators.KPIsareextremelyimportantwhenmeasuringtractionchannelsandunderstandingtheoverallperformanceofyourmarketingstrategy.

ForExample:Atfirst,arealestateagentmaybelievethattheirimmediategoalistosellmorehomes.However,understandingthattheirleadsgenerallycomefromemailmarketinghelpstherealestateagenttoadjusttheirgoalstobemoreactionable.Theymaynowdecidetofocusonacquiringmoreemailaddressestoincludeintheiremailcampaigns.

Onlineanddigitalmarketing(socialmedia,payperclickads,etc.)isabiteasiertotrackthantraditionalmarketing(radio,print,andTV)buttrackingtraditionalmarketingcanstillbedone.We’dbehappytoshowyouhow.

8.AuditYourWebsiteTheGoodNews:Yourwebsitehasthepotentialtoattractcustomersandcultivatesalesleads24hoursaday365daysayear.

TheBadNews:Yourwebsitecan’ttalkback.

Therefore,yoursitemustclearlyandquicklyexplainwhatyourstrengthsareandwhatservicesyouoffer.Yourwebsiteneedstobevisuallyappealingandcompellingtoquicklyengagethecustomerandkeeptheirattention.

Bespecificanddirectinyourlanguageatthetopofyourhomepage.Clearmessaginglike,“Wesellmotorcycleparts”,“Iwritemarketingcontentforsmallbusinesses”,or“Locallysourcedorganicproduce”allquicklydrawyourpotentialcustomerstothefocusofyourcompany.

8.AuditYourWebsiteGettingtoocuteorcatchywithyourmessaginghasthepotentialtoconfusevisitorsandmissopportunities.Ifyourvisitorissearchingfor“MarketingContentforSmallBusinesses”andyoursiteleadsoffwithsomethingcutelike:“Theysayapictureisworthathousandwords.Wearen’tphotographers,butwecreatebeautifulpictureswithourwords.”9timesout10youaregoingtolosethatwebsitevisitor.Itdoesn’tappeartobewhattheyarelookingforandtheyaren’twillingtostickaroundtomakesure.

Instead,ifyourhomepageread:“Wewritemarketingcontentforsmallbusinesses”BOOM!You’venailedit.It’sexactlywhatthepersonwaslookingforandyouhaveclearlytoldthemthattheyareintherightplace.

9.TellYourStory

Utilizingvideoisaneffectivewaytotellyourstorytopotentialandcurrentclients.Youcanquicklyengagewithcustomers,andhelpguidetheirimpressionofyourbrand.Wespecializeincreatingprofessional,beautiful

andcompellingstoriesthroughvideoproduction.

10.PayAttentiontoWebsiteAnalytics

Ifyourwebsitedoesn’thaveGoogleAnalyticsinstalled,stopreadingthisdocumentnowandinstallit.(It’sFREE!)Ifyouneedhelpsettingthisup,wearemorethanhappytohelp.

WebsiteAnalyticsdeliveranabundanceofdataregardingtheactivityofyourwebsitevisitors.Asampleofdatathatanalyticswillshowincludes:Whereyourvisitorsarecomingfrom(notonlygeographicalbutwhichwebsites),whatpagestheyarevisitingonyourwebsite,howmuchtimetheyarespendingonyourwebsite,andhowquicklytheyareleaving.

11.Don’tIgnoreTraditionalMarketing

Withtheincreasingpopularityofdigitalandonlinemarketing(socialmedia,payperclickads,andSEO)trynottoforgetabouttraditionalmarketingstrategies.Onlinemarketingisjustapieceofthemarketingpuzzle.Print,Radio,TV,andin-personnetworkingareall

valuableandimportantmarketingchannelstoexplore.Whoknows,yourhighestconvertingmarketingchannelcouldverywellbeprintmail.

12.It’sOkaytoDeviateFromThePlan

Aplanisjustthat- aplan.It’saguidetowhatyouthinkmightwork.Justbecauseyouhavea plandoesn’tmeanit’stherightplan.It’sperfectlyokayandexpectedtoadjusttheplanasyoudivefurther

intomarketing.Ifyouaresinkingmoneyintoaparticularmarketingchannelandit’snotprovingtobeworthwhile,thelogicalnextstepwouldbetomakeanadjustment.Trytestinganalternatewaytousethatsamechannelorpickanewchannelalltogether.

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Readytogetstarted?OurteamatFanBase isreadytohelpyoustrategize+launchyournewmarketingplan!Weoffercustompackages,baseduponyourneeds+goals.Reachouttousathelpme@growafanbase.com togetstarted!