make your marketing plan for 2016- no shoulda, coulda, woulda!
TRANSCRIPT
![Page 1: Make Your Marketing Plan for 2016- No shoulda, coulda, woulda!](https://reader030.vdocument.in/reader030/viewer/2022032710/589fb62a1a28abf9038b5c79/html5/thumbnails/1.jpg)
Impression-Marketing.com
December 2015
Marketing in 2016
No Shoulda, Coulda, Woulda!
Howard Deskin
![Page 2: Make Your Marketing Plan for 2016- No shoulda, coulda, woulda!](https://reader030.vdocument.in/reader030/viewer/2022032710/589fb62a1a28abf9038b5c79/html5/thumbnails/2.jpg)
How has the internet changed advertising?
The consumer is in charge!
![Page 3: Make Your Marketing Plan for 2016- No shoulda, coulda, woulda!](https://reader030.vdocument.in/reader030/viewer/2022032710/589fb62a1a28abf9038b5c79/html5/thumbnails/3.jpg)
How has the internet changed advertising?
![Page 4: Make Your Marketing Plan for 2016- No shoulda, coulda, woulda!](https://reader030.vdocument.in/reader030/viewer/2022032710/589fb62a1a28abf9038b5c79/html5/thumbnails/4.jpg)
Impression-Marketing.com
The Purchase Process
That's how far the average buyer is through the purchase decision process before engaging a sales rep
![Page 5: Make Your Marketing Plan for 2016- No shoulda, coulda, woulda!](https://reader030.vdocument.in/reader030/viewer/2022032710/589fb62a1a28abf9038b5c79/html5/thumbnails/5.jpg)
Impression-Marketing.com
2016 Success
#1 What’s your business strategy?
1. Grow existing markets 2. Enter new markets 3. Exit certain markets 4. Offer new products or services (or stop some) 5. Increase revenue from current customers 6. Pricing changes 7. Reduce expenses 8. Competitor analysis
![Page 6: Make Your Marketing Plan for 2016- No shoulda, coulda, woulda!](https://reader030.vdocument.in/reader030/viewer/2022032710/589fb62a1a28abf9038b5c79/html5/thumbnails/6.jpg)
Impression-Marketing.com
2016 Success
#2 Identify your Target Market Who do you want to do more business with? 1. Identify your best customers
a) How do you get more of them 2. What’s their persona 3. Where do they get their information 4. What information are they interested in 5. What are their offline and online behaviors 6. Any untapped industries or businesses
How do you Zig while your competitors Zag?
![Page 7: Make Your Marketing Plan for 2016- No shoulda, coulda, woulda!](https://reader030.vdocument.in/reader030/viewer/2022032710/589fb62a1a28abf9038b5c79/html5/thumbnails/7.jpg)
Impression-Marketing.com
2016 Success
#3 Inventory your current marketing
1. What’s working 2. What’s not working 3. What haven’t you tried 4. What haven’t you even heard of 5. Do you know the entire amount you spent 6. And where you spent it
![Page 8: Make Your Marketing Plan for 2016- No shoulda, coulda, woulda!](https://reader030.vdocument.in/reader030/viewer/2022032710/589fb62a1a28abf9038b5c79/html5/thumbnails/8.jpg)
Impression-Marketing.com
2016 Success
#4 Establish a Marketing Budget 1. Fixed percent of revenue
a) Large companies 4%-10% b) Small companies 3-5%
2. Monthly amount that makes sense/comfortable with a) $1,500-$2,500 min. for content marketing
3. Customer growth oriented a) Cost to acquire new customer X no. of customers
4. Industry averages 5. Start with last year’s and adjust up/down
Include in-house, outsourced, third party (Google, print), media, events, etc.
![Page 9: Make Your Marketing Plan for 2016- No shoulda, coulda, woulda!](https://reader030.vdocument.in/reader030/viewer/2022032710/589fb62a1a28abf9038b5c79/html5/thumbnails/9.jpg)
Impression-Marketing.com
2016 Success
#4A Establish a Marketing Budget Allocation
![Page 10: Make Your Marketing Plan for 2016- No shoulda, coulda, woulda!](https://reader030.vdocument.in/reader030/viewer/2022032710/589fb62a1a28abf9038b5c79/html5/thumbnails/10.jpg)
Impression-Marketing.com
2016 Success
#5 Fill the gaps - marketing focus areas
1. Brand – need an upgrade? 2. Website - (mobile responsive please!) 3. Content Marketing - (big time now) 4. Google advertising – (still effective) 5. Social advertising – (good value) 6. Public relations – (important) 7. Targeted print & other media (depends) 8. Building a referral network (of course) 9. Customer retention
![Page 11: Make Your Marketing Plan for 2016- No shoulda, coulda, woulda!](https://reader030.vdocument.in/reader030/viewer/2022032710/589fb62a1a28abf9038b5c79/html5/thumbnails/11.jpg)
What is Content Marketing?
• Articles/Blog posts • Social media posts • Whitepapers • Infographics • Email/newsletters • Videos • Webinars/Events • E-books • Press Releases • Mobile Apps • Website pages
![Page 12: Make Your Marketing Plan for 2016- No shoulda, coulda, woulda!](https://reader030.vdocument.in/reader030/viewer/2022032710/589fb62a1a28abf9038b5c79/html5/thumbnails/12.jpg)
Impression-Marketing.com
How Do People Search?
1. Cost
2. Problems/Symptoms
3. Versus/Compare
4. Reviews
5. Best
*From the Sales Lion
![Page 13: Make Your Marketing Plan for 2016- No shoulda, coulda, woulda!](https://reader030.vdocument.in/reader030/viewer/2022032710/589fb62a1a28abf9038b5c79/html5/thumbnails/13.jpg)
Impression-Marketing.com
What is Google’s goal?
Be Original!
![Page 14: Make Your Marketing Plan for 2016- No shoulda, coulda, woulda!](https://reader030.vdocument.in/reader030/viewer/2022032710/589fb62a1a28abf9038b5c79/html5/thumbnails/14.jpg)
Impression-Marketing.com
Content Marketing Success
Content Marketing Institute - 2016 B2B Content Marketing Report
B2B & B2C
Budget B2B-28% B2C-32%
![Page 15: Make Your Marketing Plan for 2016- No shoulda, coulda, woulda!](https://reader030.vdocument.in/reader030/viewer/2022032710/589fb62a1a28abf9038b5c79/html5/thumbnails/15.jpg)
Impression-Marketing.com
Best B2B Tactics?
Quick & inexpensive
![Page 16: Make Your Marketing Plan for 2016- No shoulda, coulda, woulda!](https://reader030.vdocument.in/reader030/viewer/2022032710/589fb62a1a28abf9038b5c79/html5/thumbnails/16.jpg)
Impression-Marketing.com
Best B2B Tactics?
![Page 17: Make Your Marketing Plan for 2016- No shoulda, coulda, woulda!](https://reader030.vdocument.in/reader030/viewer/2022032710/589fb62a1a28abf9038b5c79/html5/thumbnails/17.jpg)
Impression-Marketing.com
Best B2B Tactics?
![Page 18: Make Your Marketing Plan for 2016- No shoulda, coulda, woulda!](https://reader030.vdocument.in/reader030/viewer/2022032710/589fb62a1a28abf9038b5c79/html5/thumbnails/18.jpg)
Impression-Marketing.com
Best B2C Tactics?
![Page 19: Make Your Marketing Plan for 2016- No shoulda, coulda, woulda!](https://reader030.vdocument.in/reader030/viewer/2022032710/589fb62a1a28abf9038b5c79/html5/thumbnails/19.jpg)
Impression-Marketing.com
Where to promote B2C?
![Page 20: Make Your Marketing Plan for 2016- No shoulda, coulda, woulda!](https://reader030.vdocument.in/reader030/viewer/2022032710/589fb62a1a28abf9038b5c79/html5/thumbnails/20.jpg)
Impression-Marketing.com
Best B2C Tactics
![Page 21: Make Your Marketing Plan for 2016- No shoulda, coulda, woulda!](https://reader030.vdocument.in/reader030/viewer/2022032710/589fb62a1a28abf9038b5c79/html5/thumbnails/21.jpg)
Impression-Marketing.com
2016 Success
#6 Plan & prioritize action items
1. Content Marketing a) Create a Content Plan - companies with a
plan are much more successful 2. Establish a marketing calendar
a) New website 1st qtr. b) Start e-newsletter 2nd qtr.
![Page 22: Make Your Marketing Plan for 2016- No shoulda, coulda, woulda!](https://reader030.vdocument.in/reader030/viewer/2022032710/589fb62a1a28abf9038b5c79/html5/thumbnails/22.jpg)
Impression-Marketing.com
2016 Success
#7 DIY or Get Help!
1. Marketing is more labor intensive now 2. Google is constantly changing 3. A hybrid in-house/outsourced approach may work best
![Page 23: Make Your Marketing Plan for 2016- No shoulda, coulda, woulda!](https://reader030.vdocument.in/reader030/viewer/2022032710/589fb62a1a28abf9038b5c79/html5/thumbnails/23.jpg)
Impression-Marketing.com
Content Marketing
#8 Do the Math!
1. Track your leads via a CRM 2. What’s your closing ratio 3. Establish KPI’s
a) Business b) Marketing c) Employees d) Customers
4. Is marketing automation in your future?
![Page 24: Make Your Marketing Plan for 2016- No shoulda, coulda, woulda!](https://reader030.vdocument.in/reader030/viewer/2022032710/589fb62a1a28abf9038b5c79/html5/thumbnails/24.jpg)
Impression-Marketing.com
Is it working? Success Metrics
![Page 25: Make Your Marketing Plan for 2016- No shoulda, coulda, woulda!](https://reader030.vdocument.in/reader030/viewer/2022032710/589fb62a1a28abf9038b5c79/html5/thumbnails/25.jpg)
Impression-Marketing.com
Content Marketing
#9 Customer Retention
1. Implement strategies to retain customers 2. Onboarding 3. Periodic touches 4. Special treatment 5. Cool offers
Don’t forget about them!
![Page 26: Make Your Marketing Plan for 2016- No shoulda, coulda, woulda!](https://reader030.vdocument.in/reader030/viewer/2022032710/589fb62a1a28abf9038b5c79/html5/thumbnails/26.jpg)
Impression-Marketing.com
Sign up for our newsletter for free content marketing tips
It’s easy!
Simply visit us online and select how often you’d like to receive our expertise in your inbox.
![Page 27: Make Your Marketing Plan for 2016- No shoulda, coulda, woulda!](https://reader030.vdocument.in/reader030/viewer/2022032710/589fb62a1a28abf9038b5c79/html5/thumbnails/27.jpg)
Impression-Marketing.com
Content Marketing
Appendix - Examples
![Page 28: Make Your Marketing Plan for 2016- No shoulda, coulda, woulda!](https://reader030.vdocument.in/reader030/viewer/2022032710/589fb62a1a28abf9038b5c79/html5/thumbnails/28.jpg)
B2B First Week Results
![Page 29: Make Your Marketing Plan for 2016- No shoulda, coulda, woulda!](https://reader030.vdocument.in/reader030/viewer/2022032710/589fb62a1a28abf9038b5c79/html5/thumbnails/29.jpg)
B2B Short Term Results
• They’ve closed $35,000, which has a phase II component that will result in additional revenue
• Two leads have come in related to Church facilities
• One lead came in from a military base in DC
• In addition, they’ve had an application for a field installer job
![Page 30: Make Your Marketing Plan for 2016- No shoulda, coulda, woulda!](https://reader030.vdocument.in/reader030/viewer/2022032710/589fb62a1a28abf9038b5c79/html5/thumbnails/30.jpg)
Impression-Marketing.com
Website Sales Funnel
![Page 31: Make Your Marketing Plan for 2016- No shoulda, coulda, woulda!](https://reader030.vdocument.in/reader030/viewer/2022032710/589fb62a1a28abf9038b5c79/html5/thumbnails/31.jpg)
Impression-Marketing.com
Website Design & Development
![Page 32: Make Your Marketing Plan for 2016- No shoulda, coulda, woulda!](https://reader030.vdocument.in/reader030/viewer/2022032710/589fb62a1a28abf9038b5c79/html5/thumbnails/32.jpg)
Impression-Marketing.com
Website Design & Development
![Page 33: Make Your Marketing Plan for 2016- No shoulda, coulda, woulda!](https://reader030.vdocument.in/reader030/viewer/2022032710/589fb62a1a28abf9038b5c79/html5/thumbnails/33.jpg)
B2B Example
![Page 34: Make Your Marketing Plan for 2016- No shoulda, coulda, woulda!](https://reader030.vdocument.in/reader030/viewer/2022032710/589fb62a1a28abf9038b5c79/html5/thumbnails/34.jpg)
![Page 35: Make Your Marketing Plan for 2016- No shoulda, coulda, woulda!](https://reader030.vdocument.in/reader030/viewer/2022032710/589fb62a1a28abf9038b5c79/html5/thumbnails/35.jpg)
Impression-Marketing.com
Content Marketing Success
Content Marketing Institute - 2016 B2B Content Marketing Report