Marketing Plan and Strategy
A marketing plan your whole team can follow.
Know who you sell to, where you're going and what to do next, in writing.
Marketing strategy for owner-run service businesses. We work with you to define your best buyers, your direction and a 12-month plan, then hand you documents your team, your agency or your next hire can run with.
Sound familiar?
Everyone is busy. Nobody is sure what the plan is.
You've got ideas, a few vendors and maybe someone doing posts. But the plan lives in your head, so every new person starts from scratch and the work drifts.
A written plan fixes that. It tells everyone who you're for, what to say and what matters this year.
The documents
Four pieces. One direction.
1. Your ideal customer
Who your best buyers are, what they care about and the words they use, so every message lands.
2. Your direction
Where the business is going, what you stand for and what you won't do, in one short document.
3. Your marketing plan
Goals, channels, budget and a 12-month calendar, in priority order.
4. Your scorecard
The few numbers that tell you if marketing is working, and who owns each one.
Why most plans stall
A strategy deck does not fix marketing.
Most owners have paid for a plan that sat in a folder. It was long, it was generic, and nobody on the team knew how to use it.
What we do differently
Short, specific and built to be used.
- Built with you. Working sessions with you and your team, not a survey and a guess.
- Your numbers. Goals and budget tied to the revenue you want, not industry averages.
- Plain language. Short documents anyone on the team can read in one sitting.
- Ready to run. The plan ends with what to do first, and who does it.
How we do it
Listen. Decide. Write it down.
1. Listen
We review what you have and talk with you and your team about customers, goals and what's been tried.
2. Decide
In working sessions we settle your best buyers, your direction and your priorities.
3. Write
We hand you the finished plan and walk your team through it.
What you get
Done in about four weeks.
- An ideal customer profile in your buyers' words
- A short direction document
- A 12-month marketing plan with goals, channels and budget
- A simple marketing scorecard
- A walk-through session with your team
- A 90-day check-in to see how it's going
The numbers
Know what good looks like.
Your plan comes with a short scorecard: the few numbers to watch each month and the target for each.
At the 90-day check-in we look at them together and adjust the plan.
Your part
A few working sessions.
Join the working sessions and bring the people who know your customers. We do the writing.
What you own
All of it. From day one.
Every document is yours to use, share and hand to your team, your agency or your next hire.
Next step
Get the plan out of your head and onto paper.
Book a 20-minute call. We will talk about where your marketing stands and whether a written plan is the right first step.
Want us to run the plan too? The plan is where our Marketing Department starts, and we can run all of it with you.
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