How to summarize your marketing plan in just one page » Portal Insights

Small and medium-sized companies that do not have many resources to invest no longer need to look for miraculous alternatives or simply give up on good positioning and a good marketing campaign. There are alternatives that are easy to organize, although they require focus and dedication, such as one page marketing plan.

To download the printable template, click here.

The strategy comes from the book of the same name by Allan Dibwhich seeks an alternative for small and medium-sized businesses that want to grow and increase their profits.

The argument is that, essentially, by studying your target audience, understanding how to nurture a relationship of trust between client and consumer and developing excellent after-sales, it is possible to create an almost automated model that generates measurable and replicable results on larger scales, transforming leads into consumers.

The model works following a three-step process:

1. 1. 1. Before/prospectus;
   1. 1. During/lead;
   1. After/client.

Prospection

The prospecting part can also be divided into three stages, they are:

1. 1. 1. Target Audience;
   1. 1. Communication with the target audience;
   1. Means of communication to speak to the target audience.

At this stage, the main characteristics of the company's campaign and communication are defined, therefore, attention is needed and focus on strategic elements, to avoid errors, rework and, even worse, losses.

Target Audience

The target audience must be segmented and specific, studied in a way that gives the business a chance to compete with large companies and their extensive advertising budgets.

It is necessary to identify a specific type of customer, with a problem that the company can solve.

Focus on three points:

• • What are consumers' goals?

• • What are your main frustrations?

By understanding the potential consumer's pain points, it is possible to create a persona that meets the company's needs, and focus all your efforts on it.

Communication with the target audience

Avoid communication strategies with a very broad spectrum, as this does not generate a relationship with the brand. If your campaign doesn't focus on solving a specific problem, it may be overshadowed by more effective messages or ignored altogether.

You need to create a direct, easy-to-understand, relatable message with an objective call to action (CTA).

Means of communication

With the target audience and message defined, you need to know where the consumers are and how to reach them.

The decision about which media to use should be impacted by where your potential customers are. Selling software can be more effective because of Linkedinwhile a camera is easier to sell on the Instagram.

Find out how much it costs to acquire a new customer, the so-called Customer Acquisition Cost, CACor customer acquisition cost.

Add to this information, then, the revenue from the sale of this consumer and a projection on future expenses with your brand, this is called Customer Lifetime Value, CLVor consumer lifetime value.

When the CLV is greater than the CACyour campaign is highly convertive and efficient.

Lead

This is the part in which the consumer converted to one of your campaigns and approaches your brand through direct contact, seeking information or showing some interest.

There are three steps to the lead:

1. 1. 1. Lead capture system;
   1. 1. Lead nutrition system;
   1. Lead sales conversion system;

It is necessary to align these strategies and systems very well with the information from the first stage.

Lead capture system

When you acquire information from a consumer, know that most of them are not close to closing a sale.

Offer value and relevance through content strategies such as:

Exchange relevant information from a potential customer for information relevant to solving the problem they are looking for.

The objective at this stage is not to make a sale, but to establish brand value and maintain contact and a relationship with your lead.

Lead nurturing system

Content needs to be relevant, useful and free. The objective here is to ensure that there is identification with the brand and its benefits. Always aligning the delivery of this content with the pain points initially identified in your marketing plan.

Contact can be established daily, weekly or monthly, but the important thing is that there is a predictable and continuous regularity, taking the lead to the final part of the communication process: the sale.

Another alternative is to establish nutrition through event triggers, such as downloading specific content, and thus understand even more about the needs and desires of your potential customers.

Lead sales conversion system;

There are two important points in the offer stage, as soon as it is assessed through the metrics and results that the lead is ready for it:

The price speaks about the quality of the product or service and the position the company wants to occupy in the market. What is the added value of the product and which competitors can it pair with?

Offers can be placed in three steps:

• • i) Standard offer, with the average value of your product;

• • • ii) Premium Offer with a value 50% above the first and 2 times the value (in products or aggregate) of the first;
  • iii) High ticket offer, with unlimited benefit or of a different nature.

This strategy presents some direct and already studied benefits, such as the possibility of creating a high income through the conversion of the high-ticket offer, even with few sales, and positioning other offers as much cheaper and ensuring a pre-disposition to see the brand as the best value for money.

Client

The stage after the sale is one of the most important, as it offers a strategy for growth and establishment of the brand based on a consumer already in the process of gaining loyalty.

Thus, while the first stage seeks to convert a lead and the second stage seeks to transform the lead into a sale, the third stage is about retaining the sale for a long-term relationship, transforming the customer into a fan.

To do this, it is necessary to observe the following factors:

1. 1. 1. How to create a first-class experience;
   1. 1. How to increase the CLV;
   1. How to encourage referrals.

These three stages relate to sales, after-sales and market expansion. Let's look at each one more closely.

How to create a first-class experience

It is necessary to ensure that customers see value in products. You need to take responsibility for delivering constant results to your clients.

More than that, it is essential to create systems for your company, because:

• • • makes the business more accessible to potential customers when prospecting;
  • Indispensable people lower the value of the business, as the system is not replicable and reliable without them.

To build systems, simply:

• • i) identify all roles and functions in the company;

• • • ii) define what tasks each role performs;
  • iii) create checklists to complete these tasks.

This process of unraveling the company's workflow can be time-consuming, but it is essential if you want the business to grow. With this step-by-step guide to building systems, essential people transfer their knowledge to their functions, and this makes it possible to reproduce what they do in a profitable production line.

How to increase CLV

There are five suggested ways to increase the customer lifetime valueor customer lifetime cost value.

• • Increase the value of products/services;

• • Make extra sales to already registered customers or attach products to the first sale;

• • Improve customer experience for more valuable products and services;

• • • Increase the frequency of acquisition (through expiration date, discount coupons, monthly fees, etc.);
  • Reactivate old consumers (and find out why they stopped consuming with your brand).

In addition to these five possibilities, which depend on the business model and the direction of the company to operate, there are three metrics for managers to pay attention to when monitoring the growth of the company. CLV:

• • i) entry of new leads;

• • • ii) lead-to-sales conversion rate;
  • iii) average transaction value.

With these three metrics, it is possible to create strategies to improve the number of incoming leads, the conversion of these leads into new sales and increase the average transaction value based on some of the tips from the Leads stage.

How to stimulate referrals

Take the following as a rule, people make recommendations for two reasons:

• • • or they want to help their friends;
  • or they want to look and feel good.

In other words, people don't make recommendations to help businesses and brands.

You need to acquire recommendations so that your customers do just that, and don't feel pressured to “do a favor” for the brand.

Ex.: Give your most satisfied and engaged customers a discount coupon or a free trial and tell them to share the news with their friends. This ensures social integration and generates more leads and sales opportunities for the company, while the customer satisfies their two immediate desires.

Another possibility is to determine who serves your customers the most, as long as they are not competitors, obviously, and check the possibility of cross-promotion.

Ex.: A company that orders party snacks cross-promotes with a lighting and sound structure company for parties.

Conclusion

By mapping and understanding the needs of your users and customers, it is possible to grow your small or medium business through a simple strategy summarized in up to one planning page.

The growth of a business therefore depends on a measurable objective, dedication to putting the necessary steps into practice and monitoring data to improve long-term results.

Download the one-page marketing plan and start developing your strategy by clicking here.