MARKETING STRATEGY PLAYBOOK Growafanbase.com
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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