The 9 Step Marketing Plan

Below is an outline of how we see the ideal journey from start to wherever you want to get to. Each part is vital and needs to be done in its entirety to maintain a high level business but we all have to start off somewhere! 
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THE “BEFORE” PHASE

In the “before” phase, you’re dealing with prospects. Prospects are people who may not even yet know you exist. In this phase, you’ll identify a target market, craft a compelling message for this target market and deliver your message to them through advertising media.


The goal of this phase is to get your prospect to know you and respond to your message. Once they’ve indicated interest by responding, they become a lead and enter the second phase of your marketing process.

SELECTING YOUR TARGET MARKET
Selecting your target market is a crucial first step in the marketing process. Doing so will ensure your marketing message resonates better, which in turn will make your marketing far more effective. By focusing on the right target market for your business, you’ll be able to get the best return on the time, money and energy you invest.

DECIDING ON WHICH CHANNELS TO USE
Once you have decided on your target market, you need to find out where they hang out. What is their behaviour online? Just because YOU enjoy Instagram, are your potential ideal clients spending time on there? Do you need to find a way to capture email addresses? Should you be delivering leaflets?
CRAFTING YOUR MESSAGE
Most marketing messages are boring, timid and ineffective. To stand out from the crowd you need to craft a compelling message that grabs the attention of your target market. What language will you use? Will you sound corporate or fun or cheeky? Once you have their attention, the goal of your message is to compel them to respond.

THE “DURING” PHASE

In the “during” phase, you’re dealing with leads. Leads are people who know you and have indicated interest in what you have to offer by responding to your marketing message. In this phase, you’ll capture these interested leads in a database system, nurture them with regular value-building information and convert them into paying customers.


The goal of this phase is to get your leads to like you and what you have to offer enough to buy from you for the first time. Once they’ve bought from you, they become a customer and enter the third and final phase of your marketing process.

CAPTURING LEADS
Capturing leads in a database system for future follow-up is critical to your marketing success. This is because only a very small percentage of interested leads may be ready to purchase from you immediately. Lead capture is all about properly handling interest and building your future sales pipeline.

NURTURING LEADS
Nurturing leads is the process of taking people from being vaguely interested in what you have to offer to desiring it and wanting to do business with you. The lead nurturing process ensures that leads are interested, motivated, qualified and predisposed to buying from you before you ever try to sell to them.

SALES CONVERSION
Sales conversion is all about creating enough trust and demonstrating enough value to motivate interested leads to become paying customers. Positioning yourself correctly will make the sales conversion process easy and natural for both you and your customer.

THE “AFTER” PHASE

In the “after” phase you’re dealing with customers.
Customers are people who like you and what you have to offer enough to have paid you money at least once. In this phase, you’ll turn your customers into raving fans by delivering a world-class experience. You’ll then find ways of doing more business with them and increasing their lifetime value. Finally, you’ll create an environment where referrals continually come your way.

The goal of this final phase is to get your customers to trust you and buy more from you. This phase continues in an ongoing “virtuous cycle” where you deepen your relationship with customers, do more business with them and get more referrals.

DELIVERING A WORLD CLASS EXPERIENCE
By delivering a world class experience, you turn customers into a tribe of raving fans who want to buy from you repeatedly. To deliver this world class experience you need to implement systems in your business and make smart use of technology.

INCREASING CUSTOMER LIFETIME VALUE
Increasing the lifetime value of existing customers is where the real money is made. To do this you need to have strategies and tactics for getting existing customers to do more business with you. You also need to know, manage and continually improve key numbers in your business.

ORCHESTRATING AND STIMULATING REFERRALS
Orchestrating and stimulating referrals is an active process. Many businesses wish and hope for referrals but don’t have a deliberate system for making them happen. By implementing some simple tactics, you can make the flow of referrals a more reliable part of your marketing process.
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