The marketing strategies and plans I create are simple, short, and working documents. I want to make sure that business have a solid foundation in their strategy and plan and also ways to start improving their marketing now. For example, my plans may include your vision, mission, brand pillars, story, personas, and marketing strategies. Yet every time I meet with a client, we are finding ways to help them get more clients now while building or rebuilding their foundation.
That’s why when a friend said they wanted to see more examples of my work, I wasn’t sure what to actually show them. While some of them are client docs and I’m not sure they’d appreciate me posting their plans. Most are working docs that make sense to me and the business owner but I’m not sure they would make sense to anyone else. In part because the strategies and plans I create are for each person I work with and also, sometimes you don’t need a formal document that is posted for everyone to see. Sometimes you just need guiding posts and to start testing and measuring ideas.
One client said that “simply having someone to bounce ideas off of was really helpful, in fact that was probably the most helpful”. While another found a new idea for creating packages for her business most powerful. In fact she liked it so much she mentioned it to a friend and they called me about my marketing planning services. That’s the beauty of marketing, you start to create something and that creation transforms and you never know where your next lead will come from.
After our first conversation with another client I started to organize my notes into a future plan and it always amazes me how each client has similar pieces in their plan yet can be totally different. Each is tailor to what they are doing and how they speak to their audience. For this client, we are basing her strategy off of the stories she loves to tell. As a master story teller, all of her lessons and values that she wants to impart to her clients are in her stories. We are using that as the basis for her brand pillars, vision, and mission. She also loves to connect other people. While friends have asked her why she didn’t have a Facebook page or website, with her particular style we are going to test a Facebook group instead to let the community she has built help her further build her brand.
Where are you with your marketing strategy and plan? Is it overwhelming thinking about starting one? They can be simple one pagers and still be powerful. It’s a matter of having a plan and foundation and also just getting started with new ideas.
Honestly, most of the work I do is in motion, a moving plan or project. Isn’t that how most business is? Why should your strategy and plan be different? Whether I’m working on a large scale 3 month project as a content strategist and team lead for a website, developing a branding strategy for a 30 million dollar business, managing a project for 10 new YouTube videos, or working one on one with a business owner to take their marketing to the next level, the work is varied and rich. Each project has it’s own marketing strategies and tools that I am using yet I am seeing foundational patterns in each. I suppose that’s the benefit of being in marketing for over 10 years. I have the experience to know what has worked or not worked and how to be creative. It is a ever changing landscape and still the principles remain solid.
If you are curious about an example, here is my strategy and plan master. I keep all the potential components of a strategy here and for each client I’ll pull elements that makes sense for them. Please feel free to copy and use for yourself. (See, didn’t I tell you simple is best.)